By Vanessa Salvia

With the changes to the in-person world due to the global pandemic, more and more businesses are trying to find ways to deal with the risk avoidance of the general public along with the ongoing need to find new customers. In today’s world, what customers want has changed.

Customers are concerned with a business’s technological capabilities, how the company is responding to COVID-19, and how they can still get the products and services they want in a low-risk environment. Let’s look at each item and see how you can make changes to your waterproofing business to be more “digital friendly.” 

Pick Up The Zoom

An increasing number of people are turning to Zoom calls to allow them to see each other in person as they speak. Of course, Zoom is not the only platform for this, but it is the one on everyone’s lips these days. Even in situations where a phone call would have sufficed in the past, people are suggesting Zoom calls so they can see each other. As a business, this represents an opportunity for  you to do initial calls with a more personal approach than just a phone call. 

For instance, rather than just having a phone number on your website, consider including a scheduler or an option that allows people to request a Zoom call. During COVID-19 and presumably ongoing, Zoom meetings are de rigueur, and scheduling them, including setting up appointment slots, is a relatively quick process. This lets people choose how they want to interact with you.  

If someone chooses a Zoom call, you have the opportunity to present yourself in a neat and clean work environment. Dress the part, wearing your nice work clothes. Light your face so you don’t look like you’re speaking from a cave. Let natural light from open blinds in — just not from behind you. It’s best if your light source is either in front of you (behind your webcam) or up to 45 degrees off to the front side. 

Zoom, and related technologies like Skype or other video calling tools, really does help a business level up. If you’re in the middle of a job, you can do a walkthrough with the stakeholders even if they aren’t there. Some homeowners or commercial developers who are risk-averse will consider your comfortable use of modern technology a blessing. 

Be Accessible Online

Most homeowners and business owners will use the internet to find trusted local contractors for their waterproofing needs. The likelihood that your customers will search for you on Google Search is high. When they search for a waterproofing company in their area, your business website should show up. Within that, your website should emphasize and give the impression that your business is experienced and reliable, and offer a long-lasting solution at a reasonable cost. To that end, here’s what I recommend your website have:

COVID-19 information. Many consumers want to know that the people they do business with are taking the environment of the global pandemic seriously. Place a message on your website and social media pages, such as a banner at the top of every page, that explains how you are responding to the pandemic. For instance, your message might say: “We are helping to prevent the spread of respiratory illnesses like COVID-19 by following simple daily precautions. We are wearing masks, sanitizing surfaces and all of our equipment, washing our hands, and maintaining a social distance of at least 6 feet.”

Updated dates. Update dates, from the copyright in the footer to the “About Us” page, where it might still say that you started your company seven years ago when five years have gone by since then and you have actually been in business for 12 years. 

Good images. High-quality, large or clickable images that show your good work is imperative.

Don’t bury your services. If you are multi-service, put that front and center. Likewise, if you specialize in a niche, make sure that people know you only do one thing, and you do it well.

Warranty info. Put your long-lasting warranty information front and center. Today’s consumers do their research before finding a contractor or a product. Offering only a one-year warranty on a service that should last 10 years is becoming much more of a red flag for today’s informed consumers. If you stand behind your work, say so. Homeowners are aware that waterproofing will most likely be a significant expense and therefore must feel as though they can trust the company they use. They only want to do this once, and you don’t want to have to go back and fix your work. 

Geographic targeting. Make sure your business is listed on Google Search. On your website, list your local area and the areas where you are willing to travel to do business. 

In today’s world, going digital isn’t really an option. It’s a necessity, for just about any business. Upgrading digital processes can be intimidating for some business owners. However, what is the highest cost to you? You have a choice to upgrade your skills and comfort level with new technology, or potentially go out of business.

Consider the case of Netflix versus Blockbuster as an example. Reed Hastings, founder of Netflix, approached former Blockbuster CEO John Antioco in 2000 with an offer to purchase Netflix for $50 million. Netflix was not yet streaming videos and was still a mail-order DVD service. Antioco refused to purchase the company because he failed to envision a world where people wouldn’t walk into a physical store to get a DVD. Blockbuster ultimately closed its doors, of course, while Netflix is currently valued at about $125 billion. Don’t fail to think outside the box.

Winter 2021 Back Issue

$4.95$5.95

Waterproofing Basement Floor Slabs and Walls
Great Work, Wrong Project
History of Drain Tiles
Which System Is Better – TPO, EPDM, or PVC?
Making the Most of Digital Events

Becoming a More Digital Friendly Business

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Waterproofing Basement Floor Slabs and Walls
By Vanessa Salvia
Waterproofing a basement or crawlspace depends on the site conditions, such as whether it needs foundation walls due to freezing winters. It’s just as imperative that any moisture or seepage that does get through be corrected in a manner that fits the site.

Great Work, Wrong Project
By Dave Hutcher
A real-world example in which a general contractor did good work on a foundation, but it wasn’t the work needed to fix the problem.

History of Drain Tiles
By Matthew Stock
A brief look at how drain tiles, which started in agricultural fields centuries ago, became common in building use.

Which System Is Better – TPO, EPDM, or PVC?
By Joel Lozon
Don’t just leave the decision about roofing to your roofing contractor. In two parts, we answer questions about roofing systems using TPO, EPDM, and PVC, and attempt to discern the basic differences between the three systems.

Making the Most of Digital Events
By Vanessa Salvia
Around the world, in-person events are no longer taking place. If you’re committing to attending the same events you used to, here’s how to make the most of them when they’re online.

Becoming a More Digital Friendly Business
By Vanessa Salvia
In today’s world, what customers want has changed. The general public has a new, high level of risk avoidance but businesses have an ongoing need to find new customers. Here’s how you can make changes to your waterproofing business to be more “digital friendly.”

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