Turn your Website’s Galleries into Home Improvement Lead Generators

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Janet Mobley

Is your remodeling gallery turning your web visitors into prospects? This article walks you through key strategies you can try on your gallery pages to get your visitors to take action.

Your website has one purpose and one purpose only: to turn visitors into email subscribers and email subscribers into customers.

We’ve written about landing pages for contractors and home improvement companies, and those should definitely be part of your online marketing strategy.

But landing pages are different from the main pages on your website, especially your remodeling “before and after” gallery pages. Typically, visitors will arrive at one of your landing pages by responding to a pay-per-click ad or an email link. It’s safe to assume that these visitors are “strangers” to your business. So, you need to hook them with a compelling offer, and fast.

Your remodeling gallery pages are different because the visitors are different. These visitors may have met you at a home show, or a neighbor or friend referred them to your site. They likely typed your URL directly into a browser, and now they’re surfing your “About Us” page and your remodeling gallery.

In our experience, these types of pages typically don’t focus heavily enough on converting visitors to subscribers. You probably have your telephone number and maybe a “request a quote” form on your site, but what if the visitor’s not ready to pick up the phone or request a quote? That’s where most remodeling gallery pages are missing the mark. You’re not giving visitors a way to take a smaller, less committed step. It’s like you’re telling these visitors, “If you’re not ready for me to give you a quote, there’s nothing we can do to help you.”

Here are a few ideas to add “action” to these gallery pages. Some may be familiar, and I hope other ideas are new.

Offer something really valuable

The first step is to offer something. Most websites use the plain-old sidebar offer: “Subscribe to our newsletter.” That’s a start, but why should people subscribe? What will they get if they do? More spam?

Instead, why not offer them something actually useful. If your goal is to appeal to serious prospects with a remodeling budget, they need to do some homework before they call you. Why not help them with that homework? And offer your knowledge in the form of downloads?

Here are a few ideas of content that home improvement prospects should be eager to get and read:

  • Planning Spreadsheets
  • Definition lists – like a simple list of contractor terms and vocabulary
  • eBooks, examples include:
    • How to choose a contractor
    • How to prepare your home and family for a remodeling project
  • Industry reports from your professional associations
    • Which remodeling projects add the most value to your home
  • Buyer guides
  • Calculators

This type of content speaks directly to the needs and concerns of legitimate prospects. And it should be relatively easy for you to create since you live and breathe this stuff every day. Our testing shows that this type of giveaway content converts twice the number of visitors than a plain “subscribe to our newsletter” form and four times a standard “request a quote” form.

Build credibility

Many sites with low brand recognition borrow trust from better-known organizations in their marketplace. This can be done with “badging.” This is already pretty common in the home improvement industry, but it bears repeating and reinforcing.


If you’ve done something amazing, like writing a book or two, this can lend you credibility and build trust as well, like Food Politics.

You can even use social media symbols to borrow trust, but don’t give your visitors a way to escape! If you let your visitors go off to their Facebook page, you have lost your prospect.

Social Media Examiner has used social proof in its subscribe offer for years. There are 480,000 subscribers to this blog? That’s some pretty strong social proof. If you’ve been a success, show it. You don’t need to have half a million visitors for this to be effective. I always say, “If you’ve got it, flaunt it. If you don’t, flaunt it more.”

Be the trusted spokesperson

One of the most important features of content is the author. Feature your authors as part of your content. Include author photos to build a human connection with your audience.

Use easy forms

Your forms shouldn’t ask for more information than necessary, and you should avoid asking questions that don’t make sense. Why ask for the visitor’s age when they sign up for content? Are you discriminating?

Don’t use CAPTCHA to make your home improvement prospects prove they’re not robots. It’s your job to control spam, not theirs. And there are better ways to do it than CAPTCHA.

You can do better than “subscribe to our list”

If you really want your gallery pages to deliver leads, create offers that are relevant to your visitors. It’s totally safe to assume that these readers are thinking, or dreaming, about their new kitchen, bath, deck or outdoor kitchen.

One easy thing to offer is your gallery photos in a PDF form. If a homeowner is serious, they may be compiling a folder or binder full of magazine clippings. Why not earn a spot in that binder? Just make sure that the PDF version of your gallery pages has all your contact info and pertinent details about that project, like appliance brands, tile names, etc. – especially if some of those items are only available through you!

Use compelling button text

“Submit” is boring. And kinda bossy. “Subscribe” is better, but not very compelling. Instead, try some of these phrases for your button text:

  • Get instant access
  • Download the free guide
  • Sign up now
  • Join the club
  • Learn the secrets
  • Don’t miss out.

If you can implement these steps in your gallery section, your website will be more likely to inform and engage your audience. Just make sure you’re offering people valuable content and building their trust. And make sure it’s easy for them to connect with you when they want to learn more.

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