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Everyone who works in this industry is well aware of how difficult it is to source good productive leads - and how it gets even tougher when you have to compete with other companies over those leads to achieve vital sales. Competition has never been so cut-throat, which is not surprising in the current climate.

So neither is it surprising that the launch last month of a completely unique new service that offers not just lead generation but an entire marketing solution to local home improvement installers, is already receiving a lot of interest.

Developed over the last year, owner of Leadmasters Donna Watts is keen to ensure the service offers a complete marketing solution. She told us: "I believe there is a unique opportunity for all local home improvement installers, big and small, to dominate their local search area and generate their own red hot company sales leads instead of buying from third party lead generators."

Donna is no stranger to the home improvement industry herself, having worked in the home improvement business for more than 11 years, starting as a foot canvasser while at university to becoming the CEO of a start up home improvement company that generated over £1 million in sales in its first year solely from internet generated leads. In the last few years she has worked closely with a number of installers and well known fabricators gaining a unique insight into the marketing challenges and problems they face on a day to day basis.

She told Clearview: "All my experience has given me a very helpful insight into identifying the challenges faced by the typical home improvement installer."

Donna has developed a complete marketing solution that has at its core a professionally designed laser targeted product microsite, coupled to a fully optimised Google Places listing, wired up with a host of other marketing services including a trackable local phone number, call overflow answering, call recording, live questions, online brochures, SMS messaging, real time site analytics, weekly before and after installation updates and full reputation management. She stated: "when everything is put together the product


works like a machine, a lead machine." Something her customers are already keen to nickname the process.

Why a microsite? I already have a company

website, I hear you say. Microsites are small, self contained websites that are separate from a company's primary website. They are laser targeted, niche product sites optimised for specific keywords and phrases that get leads. Microsites are now used by some of the worlds largest business brands, for example car manufacturers like Toyota and BMW now build a microsite for each of their cars.

Donna further explained: "The microsite is

the key component. Test after test confirms that because microsites are more focused than a companies general website, they typically produce higher conversion rates and furthermore Google loves them. Put simply a concentrated product message with limited choices on a page produces more clicks and therefore more sales leads and enquiries."

The Leadmasters marketing solution consists of three parts. The first part is the product specific microsite. They professionally design and build your product microsite using their own team of in-house, award winning graphic artists and web designers, hand picked by Donna. None of this process is outsourced allowing them to build microsites quickly - the average time is just three working days from receipt of content. The microsites include company name, logo, contact details, phone number, business address, before and after pictures of installations, forms and very detailed product information.

The second part of the service is domination of the local area search. The microsite is coupled with a fully optimised Google Places listing. This combination ranks well with Google for specific product searches for example sash windows or orangeries and Google now places these listings at the top of its search engine results, even demoting the first organic result down to 8th in most cases. Donna and her team have developed some ninja techniques when it comes to local search engine domination. Donna said "Google is passionate about helping its users find relevant product information from local businesses. Our solution has been designed to do exactly that."

6 « Clearview North « March 2012 « Donna Watts

The final part is the ongoing services they offer. Leadmasters keep working with you week on week to ensure your site stays optimised with fresh `social proofing' content, constantly making small changes to keep it relevant and up to date, giving your microsite a pulse.

Call overflow answering is an interesting feature. We all know that answering the sales line of any business 100% of the time is vital but in reality is not always possible. Your phone line is engaged, you've popped outside to take a delivery, your receptionist is off sick, the list goes on. If your line is engaged or not answered in a set number of rings the call will automatically divert to the Leadmasters call centre for their staff to professionally answer the call for you in your company name and handle the enquiry.

Leadmasters will also manage your online

reputation. We all know that one bad internet review can quickly poison your reputation. Leadmasters actively seek and collect good reviews from your happy customers.

In summary the Leadmasters solution helps home improvement installers, whether they are sole traders or large multi-site companies, to generate their own sales leads and ultimately get more business. Donna added: "there is nothing quite like the power of a well executed product microsite, coupled with our site management features to dramatically increase lead flow, enquiries and new customers."

To contact Donna and her team to discuss the service in more detail call 0330 330 9246.

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