Residential Metal Roofing Executive Report Marketing, Lead Generation, In-Home Sales, Installation, Referral Maximization

Your Website and the Customer Experience

Issue #215 | February 7, 2023 | Todd Miller

Industry News

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The Executive Report Live
Introducing the Executive Report Live! Join us on the first Wednesday of the month for a video training session on the lessons, experiences, and insights you need to boost your residential metal roofing business. Isaiah VP of Sales Seth Heckaman will share on topics like sales, marketing, leadership, installation, and more! Our first meeting will be in March, so stay tuned for more information.

Over the past few months, I’ve written a series of reports on different aspects of the customer experience. So far, I’ve found that the more you focus on creating a great experience for your prospects and customers, the more you stand out from the competition and become the specialist in command of your marketplace. 

I recently listened to a talk by a digital marketing expert, and she kept reiterating how crowded the internet and advertising have become. This is why so many new companies choose odd spellings for their names. Often, domains aren’t available, forcing newcomers to drum up unorthodox names to retain relevance. 

In part of the talk, she said that customer experience will continue to set companies apart. Nearly all companies have decent websites, and they compete for organic and paid SEO. 

According to the expert, customer experience makes a drastic difference. This often starts with their online experience but progresses to a personal experience once your salesperson engages with the prospect. 

Consider your website. Once someone leaves the never-ending scroll of Google results, are they immediately finding what they need? Most research finds that you have just 3-5 seconds to prove your worth, or visitors are gone from your site and on to the next. 

If they do stay, will they find reliable and relevant content? Are you creating a clear and compelling pathway to engage with your company? Are you giving them the hope and promise of something they won’t get from any other business? 

Keep in mind that if you’re selling roofing, your prospects expect you to provide certain givens. A roof that functions well, for example. Don’t promise them things they naturally assume any contractor will provide. Instead, focus on going above and beyond. Think along the lines of a thorough inspection, a professional presentation, a time to share their needs and dreams, and the experience and training of your installation crews. 

Capture your customer experience through testimonial videos and share your results on your website and social media. Show folks how you meet needs and delight customers in unique ways, and they will respond. 

Please watch for future issues as we continue exploring the ins and outs of the customer experience, all with the goal of commanding your marketplace.

todd Miller

has spent his entire career in the metal building products manufacturing industry. He is president of Isaiah Industries, an organization recognized as one of the world’s leading metal roofing manufacturers. Todd is currently Vice President of the MRA (Metal Roofing Association) and a Past Chair of MCA (Metal Construction Association). Through his website, he strives to raise the bar on standards and practices to provide property owners with the best possible products for successful roofing projects.

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