Successful remodelers appreciate that 23 million people visit the online design idea site Houzz.com each month. Most of these contractors have PRO profiles and post project photos on the site to capture a bit of the traffic. But I suspect many may not understand the little things that can make a huge difference in their traffic and leads.
I listened to Houzz Community Director Michael Stein speak at a recent meeting of NARI’s Minnesota Chapter and followed up with a personal interview to explore the nuances of his message. Good stuff. Even better, much of what he shared was based on surveys that Houzz conducted with actual members. So it’s the real deal.
Content Craftsman helps remodelers fine tune their Houzz profiles and project uploads the way a finish carpenter would finesse a joint. With enough time, contractors can do at least some of this themselves. Here’s the easy stuff.
- Photo vs. logo – Visitors want to get to know you as a person before they consider you as a business. So show them your friendliest smile, not your company logo in your profile. If possible, include your designer because that will be a key relationship when someone chooses your firm.
- Project labels – Street names may help you keep projects straight but they do nothing for visitors. Nobody searches for Simmons Lane Kitchen, but plenty may look for entertaining kitchen, accessible kitchen or kid-friendly kitchen. Label each project by what makes it special.
- Photo tags – If you can see it in a photo, tag it. And if you need help with descriptions, just check boxes in the pull-down “facets” menus. The more you tag, the more your projects will be found. You may get discovered for tagging “farmhouse sink” and hired to design and build a cozy country kitchen.
- Description — Capture what makes you special in a first-person voice that talks directly to the visitor like you just met at the coffee shop. Make it long enough to capture their attention and but short enough that you don’t lose it.
- Ideabooks – Have your designer use public folders to spark ideas and private ones to share images with specific clients. Just click the “collaborate” and “private” buttons and enter the email addresses of the people who should have access. You can enable them to add images and comments to the folder without altering your own entries.
- Badge of Honor – By all means, display the Houzz badge and link on your website. Don’t be afraid that you will lose prospective clients to competitors. We are judged, in part, by the company we keep. And — to return to where I started – think 23 million free unique monthly visitors. Enough said. — Tom