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The summer season can be a challenging time for any home improvement business owner, especially in the kitchen and bathroom industry. With many potential clients going on holiday or just preoccupied throughout the summer, you may find your leads dwindling and projects slowing down for a few months until the autumn boom hits. 

However, rather than seeing this period as a setback, the slow season can be an ideal time for business owners to focus on growth opportunities and strengthen your core foundations. By staying proactive with your marketing efforts, you can ensure that your revenue doesn’t only ‘survive’ the seasonal dip, but thrives and grows in the long run. 

The Fullscale Digital team have put together some ideas on how to make the most of this quieter time and set your KBB business up for long-term success. 

 

Optimise your landing pages to convert more

 

During the slower summer months, why not take the opportunity to take a look at your website and see what improvements you can make on your landing pages? Often the first point of contact for any new prospect, your website is not something that should feel neglected. It’s a critical component of your marketing strategy, so when not utilised effectively, it’s like trying to drive a van with no diesel. 

Some quick wins for improving your landing pages include updating the content. Look at your recent projects—are there any case studies you could be sharing on a landing page? What about recent testimonials or new services? Everything from before-and-after photos to video content is a highly effective way to demonstrate the transformations your business provides.

Another key aspect of your landing pages to focus on is mobile friendliness. A seamless user experience is crucial to retaining visitors and encouraging them to take action, so ensuring the entire experience is mobile-friendly will ensure that the significant portion of your traffic from tablets and smartphones can enjoy the same experience as a desktop user. The easiest way to check this is by testing your landing pages’ responsiveness across various devices and browsers, ensuring a consistent experience throughout.

These actions will not only help convert visitors into leads but also keep your landing pages dynamic and relevant—saving you more time in the long run.

Drive instant leads & local brand awareness through paid social ads & search ads

 

Paid social ads allow you to reach a highly targeted audience based on demographics, interests, and behaviours. Platforms like Facebook, Instagram, and LinkedIn offer advanced targeting options, enabling you to create personalised ad experiences that resonate with your potential customers. By crafting compelling ad copy and eye-catching visuals, you can capture attention quickly and drive users to take action, whether it’s signing up for a newsletter, downloading a resource, or booking an appointment for their kitchen design.

Search ads, on the other hand, capture users who are actively seeking your products or services. By bidding on relevant keywords, your ads appear at the top of search engine results, ensuring maximum visibility. This is particularly effective for local businesses aiming to attract nearby customers. With localised ad copy and extensions like call buttons and location information, you can make it easy for users to find and contact you directly.

To maximise the effectiveness of your paid social and search ads, continuously monitor and optimise your campaigns. Analyse performance metrics such as click-through rates, conversion rates, and return on ad spend to identify what’s working and where adjustments are needed. 

These strategies not only generate immediate results but also contribute to long-term growth by expanding your reach and establishing a strong online presence.

Tap into your database and reactivate old leads

 

Tap into your database and reactivate old leads to unlock hidden opportunities within your existing contacts. These dormant leads already have some familiarity with your business, making them prime candidates for re-engagement and conversion. Reactivating old leads also means you will have a level of understanding on why they went cold in the first place. 

Start by segmenting your database to identify leads that have gone cold. Look for patterns such as last contact date, past interactions, and engagement levels. By understanding their previous journey with your business, you can tailor your reactivation strategy to address their specific needs and interests.

Craft personalised re-engagement emails that remind these leads of your value proposition and highlight any new products, services, or updates since they last interacted with you. Incorporate compelling calls to action, such as special offers or exclusive content, to entice them to take the next step. A well-crafted email campaign can reignite their interest and prompt them to re-engage with your brand. This not only boosts your immediate sales but also strengthens your overall customer relationships and retention.

 

Promote contextual seasonal offers

 

During the summer months, offer some promotions and incentives to excite your prospect list. The key is to create a sense of urgency, motivating users to take action, tailoring your promotions where possible, aligning with specific client needs, local events and seasonal trends. Using the methods we have already shared with you, especially your email list, communicate these offers through your various channels to ensure maximum visibility and reach. 

Whether it’s summer sales, back-to-school promotions, or holiday specials, timing your offers to coincide with these periods can significantly boost their appeal. Plan your campaigns around these dates to ensure you’re prepared to capture the seasonal buzz. You will not only drive immediate sales but also build stronger connections with your customers, demonstrating that you understand and cater to their needs year-round.

 

Extra Tip: Showcase your work online (Always alongside a CTA!)

 

By presenting your best projects and success stories, you can build credibility and demonstrate the tangible benefits of your services. This could include case studies, client testimonials, before-and-after photos, and project videos. 

Your website should have a dedicated section for your portfolio, easily accessible from the main navigation. Share snippets and highlights on social media, linking back to the full showcase on your website. This not only drives traffic to your site but also increases your visibility and engagement on social channels. 

By regularly updating this portfolio, it not only reflects your ongoing success but also provides regular opportunities to re-engage your audience. But make sure to always include a CTA, whether it’s inviting visitors to contact you for a consultation, download a resource, or learn more about a specific service, a well-placed CTA guides your audience towards the next step and helps them take action. 

 

Conclusion

 

By focusing on your marketing efforts in the slower season will make sure you maintain a steady flow of projects, even when the market is typically quieter. If this is something you need external help with, Fullscale Digital can support with lead generation, taking it to the next level by booking appointments on your behalf. This will not only guarantee of a steady flow of leads, but allow you to focus on the core aspects of your business. If you’d like to book a discovery call to learn more, be sure to get in touch. 

Charlotte

Author Charlotte

Meet Charlotte, a seasoned expert in home improvement lead generation. With years of experience, she excels in crafting and implementing effective marketing strategies. Charlotte's deep industry knowledge and talent for targeting the right audience ensure successful campaigns. From double glazing to kitchen renovations, her expertise connects businesses with high-quality leads, turning them into loyal customers. For impactful lead generation and revenue growth in home improvement, Charlotte is your go-to professional.

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