In the “olden days,” if you needed to find a local garage door installation or repair company, you would open up your trusty Yellow Pages book and find a phone number to call. Today, barely anyone uses a physical copy of the Yellow Pages – we are searching online for the information we need.
As the world becomes more and more digital, so do our behaviors and habits. Consumers are now searching online to find garage door companies and reading feedback about the service they provide. In fact, this peer feedback – online reviews – is the new word of mouth!
According to the International Door Association, a 2015 consumer survey shows:
- 92% of consumers now read online reviews (up from 88% in 2014 and 71% in 2010)
- Star rating is the #1 factor used by consumers to judge a business
- 40% form an opinion by reading just 1-3 reviews
- 80% will trust reviews as much as personal recommendations
This trend also rings true for garage door dealers. Because homeowners have little knowledge about garage doors and a new garage door is an infrequent purchase, homeowners are looking for information and you online; can they find you?
In their recent article titled “Internet Search Engines & Directories are Impacting Your Business,” IDA experts suggest five areas of focus to improve your web presence and improve your chance that a customer in need of a new garage door will call you instead of your competitors!
- Correct and Consistent Directory Listings – Make sure your company’s name and contact information is current and the same everywhere you find it online. Do a Google search for your business and find any incorrect directory listings, and correct them.
- Add More Directory Listings – There are thousands of directories on the internet. When you search for your business, determine what the top 50 directories are that are most important to your business. The IDA suggests that a reasonable number of directory listings is between 100-150. There are services that do this for you, but be sure to use reputable services that will keep your best interests at heart.
- Ratings and Reviews – As we said, reviews are incredibly important to consumers these days. There are various review sites and review programs that you can take advantage of (we recommend the easy-to-use Amarr Dealer Reviews Program for our dealers!). Reviewers will rate you from 1 to 5 stars, and the average of those ratings is your “star rating.” Consumers can be skeptical of perfect scores, so don’t be afraid to have less than 5 stars!
- Manage Reviews – Review sentiment is impossible to control, but both positive and negative reviews are valuable! In fact, negative reviews should not be feared – they help showcase how much you care about your customer service and show potential customers that you strive to make things right. Managing reviews is important because consumers value businesses that respond to reviews and interact with customer feedback.
- Measure, Track, Grow – Don’t forget to ask your customers how they are finding you. Keep track of their responses – it can help you decide where to put your marketing dollars!
Read more about how homeowners find garage door companies in the Door & Operator article!