10 Simple Ways to Optimize Your Paving Business Website for Lead Generation

Asphalt can be found in our parking lots, airport runways, and other places. On our sidewalks, driveways, and roadways, where there isn't asphalt, there is concrete. With so many paved areas, you'd think there'd be plenty of work to go around, but that's not the case. Paving firms are constantly competing for the largest jobs in their area, and if you want to succeed, you must be strategic in your sales efforts.

If you're like many small business owners, your current sales plan is either nonexistent or rudimentary. However, if you want to get your fair share (and more) of paving work, you'll need a well-coordinated sales strategy that includes a list of proven lead generation tactics.

Don't know where to begin? Here are ten lead generation tactics to help you kick start your paving sales.

Focus Your Effort on B2B Appointments

You can't sit around and twiddle your thumbs between projects in a highly competitive industry like paving—you have to be looking for your next lead before your current project even starts. If you're not careful, your competitors will take advantage of the best opportunities while you're left with a few repair tasks.

Do you want to get a leg up on your competitors? Concentrate on securing B2B appointments. You may find hundreds of viable leads and ensure your proposal lands in front of the top ones using a combination of standard outbound sales practices and a few contemporary tactics. Here are a few strategies sales professionals use to contact potential customers:

·         Cold Calls

·         Emails

·         Social Media

Build a Website With Search Engine Optimization (SEO) Value

When your leads require pothole repair, parking lot repaving, or a brand new sidewalk, a handful of them may seek advice from their peers. Several others will contact an asphalt or concrete paver with whom they have previously worked. The vast majority, on the other hand, will seek help from Google. You'll need a website that appears in search engine results if you want a chance at those leads.

·         Incorporate Keywords into Headers

·         Write SEO-friendly content

·         Add internal and external links to each page

·         Increase the website load speed

Use Social Media to Connect With Prospects

You can use a few social media posts to complete your outbound sales approach, but if you stop there, you're missing out on a huge potential. In and of itself, social networking can generate leads. You should fill out your company accounts on the biggest B2B social media platforms, provide material that appeals to your target audience regularly, expand your prospect network, and sprinkle in a few targeted ads to attract inbound leads utilizing social media. That sounds time-consuming, and it is, but it is well worth the effort.

When you get your message in front of potential clients before they require your services, they'll remember your name when they start their new construction project.

Collateral Print, Digital, and Video Investment

When it comes to selling your products or services, even the most competent salesperson requires assistance. Brochures, sell sheets, business movies, and pitch decks are examples of marketing collateral that offer context to your sales team's claims and continue selling your company long after a sales call has ended. You might not think a printed brochure or a minute-long video will make a difference in your sales, but they just might give your lead the final push they need to agree to meet.

A professionally produced video included on your website or an easy-to-read PDF booklet attached to a customized email can all be used as marketing collateral.

Use Engaging Content to Be Creative

You can apply every sales approach in the book, but if your content isn't engaging, you won't see the results you want. Your material is used by potential clients to assess your authority, learn about your services, and determine whether you're worth their time. If you're attempting to entice a property developer and obtain a six-figure paving contract, a few words of basic site content won't cut it.

Do you want to impress prospects with your content? Write a variety of branded content to appeal to a wide range of potential clients, such as:

·         Crisp and Informative Web Pages

·         Relevant and Engaging Blogs

·         Attractive Captions for Social Media

Create a Google Business Profile

Use Google My Business Profile, a Google site that allows you to construct an online profile for your firm, as a paving lead generation approach to try. You can fill out details like your hours, location, phone number, and more when you create your profile.

You have a chance of appearing in local search results if you have a GBP profile.

When someone looks for paving firms in your region, the search results will show a local 3-pack — three GBP profiles that best match their query. One of those profiles maybe you.

You may already have a Google Maps profile connected with your address, in which case you can claim it by supplying Google with proof of business ownership.

Place Paid Search Advertisements

Paid search advertising is another approach to attract leads through Google.

You may create ads that display at the top of Google search results with Google Ads. You can bid on relevant keywords to see which searches they appear in.

You'll be able to get your ads into search results by using optimal bids and high-quality ads.

They'll look like organic results, but they'll have an "Ad" label in the upper corner. Users will be sent to landing pages that urge them to convert if they click on them.

Although not everyone will convert the first time they see your ads, those who do may still become leads. Paid advertisements are a fantastic way to raise brand awareness.

Create an Email List

Email marketing is more of a conversion-oriented strategy than a lead-generating strategy. However, there is still an element of the email process that is concerned with leads, notably the creation of an email list.

To send emails to people, you must first collect their email addresses. To do so, create forms on your website that provide email discounts or newsletters in exchange for people's email addresses.

Anyone that subscribes to your emails is interested in you. That is to say, by constructing an email list, you are essentially creating a tangible list of prospects to market to.

Consider PPC (pay-per-click) Advertising

Investing in Pay-Per-Click (PPC) advertising could be the quick fix you're looking for!

PPC, or pay-per-click, is an internet marketing strategy in which advertisers are charged a fee each time one of their adverts is clicked.

It's essentially a means to pay your way to the top of the search results page by displaying paid advertisements.

For certain terms and phrases, you want to target, these ads appear at the top of Google search results.

You might wish to target words like "local paving company" or "driveway paving," for example. As a result, your paving company's website appears at the top of the search results page when someone in your target location puts those phrases in.

To gain the benefits of both, we advocate combining SEO and PPC.

Track Your Leads

The goal of lead tracking is to determine which marketing initiatives are effective and which are not.

Because your paving leads may come from a variety of places, it's critical to keep track of them all.

Tracking all marketing activities will allow you to make more educated judgments about your paving company's marketing in the future.

·         Call Tracking

·         Form Tracking

·         Website Tracking

Are you ready to expand your sales funnel and bring in more qualified prospects than you have in the past? To discover more about our revolutionary lead generation methods and to see whether we're accessible in your market, contact us today.