Getting Real Results Using Practical Strategies

At first, the radon mitigation industry can feel much like diving into an unfamiliar ocean—one where understanding radon itself is as perplexing as the complexities of internet marketing.

Just as you've mastered the nuances of radon, this guide aims to help you understand how to make a strong online strategy, empowering your business to grow by staying booked weeks out (or in some cases, over a month).

When your potential customer searches for local radon mitigators, you'll want to be in the top

Understanding Your Online Market

Analyzing Competitor Web Strategies

Before you embark on crafting your web strategy, it's crucial to understand the terrain. Investigate your competitors’ websites. Look at what they do well and where they lack. This not only helps in identifying what attracts customers but also highlights opportunities for you to differentiate your services and stand out.

A few items to consider:

• Do you see them running ads on Google when you search for "radon mitigation near me"?

• Do you see recent new reviews on their Angi's List or Home Advisor profile? If so, you know they're probably advertising there.

• Does their website work well on mobile devices?

• Does their content read professionally, and is it also accurate to the radon industry? If they hired someone outside of the radon industry to write their content, you can usually tell pretty easily. I see this almost daily!

• What guarantees, warranties, or other promises does their website make? For example, a 4.0 pCi/L low-level guarantee, 5-year warranty, etc. If so, you know you'll need to address this to win the job against your competitor.

Website Design and Development

Key Elements of a Successful Radon Mitigation Website

Your website is often the first point of contact for potential customers, making its design and functionality paramount. Ensure your site is easy to navigate, quick to load, and responsive across all devices. This sets the stage for a positive user experience, encouraging visitors to explore your services further.

Take a look at the top of Festa Radon client Colorado Radon Company's radon mitigation page:

You'll notice a few core components:

1. The ultimate goal is clearly presented up top ("Keeping Your Home Safe From Radon").

2. An SEO-friendly page title ("Expert Radon Mitigation").

3. A short description of the service.

4. Two clear outcomes validate the service (a low-level guarantee and transferrable warranties).

The website mentions "Same-Week Scheduling" and "Transferrable Warranties," indicating they are friendly for real estate transactions. While this might not be the right approach for you, use it for inspiration for your target market.

Add Proof Points

Proof points are third-party validators that indicate you are who you say you are. Take a look at Festa Radon client Quality Radon:

A few of the things Quality Radon's site mentions include are "1,000+ systems installed", "[In business] since 2014 and listing reviews. These are points that tell readers that the business is legitimate and credible.

Other things you may want to consider include:

• Certifications such as NRPP, State Certified, etc. These show you have training and completed tests.

• Reviews from your online profiles.

• Awards (like Angi's List Top Business)

• Photos of your work

• "99% of homes with our systems test below 2.7 pCi/L" (or something showing the effectiveness of your systems)

You may want to reference the top 10 best radon website examples for more inspiration.

Search Engine Optimization (SEO)

Keyword Research for Radon Services

Effective SEO begins with knowing what your potential clients are searching for. Use tools like Google Keyword Planner to find relevant keywords that are high in demand but low in competition, which can drive targeted traffic to your site.

On-Page SEO Strategies

Optimize each website page with targeted keywords, compelling meta descriptions, and relevant, engaging content. Ensure your headers and subheaders are used effectively to structure your content and make it easier for search engines to understand your page’s focus.

Here's an example from Michigan Better Environmental with the keywords highlighted:

Local SEO for Radon Contractors

For local businesses like radon mitigation services, local SEO is critical. Ensure your business is listed in local directories, has consistent NAP (Name, Address, Phone Number) across all listings, and leverage Google My Business to appear in local search results and Google Maps.

Google My Business is the top priority, and it's best to get listed everywhere possible, including Festa's Pro Finder, NRPP and other radon-specific directory sites. Here's an example of an optimized Google My Business profile:

Content Marketing Strategy

Creating Valuable Content

Develop content that addresses common questions and concerns about radon—this could be blog posts, infographics, or videos. Not only does this establish your authority, but it also helps in attracting organic traffic through informative content that resonates with your audience.

Try to address the pain points of your customers. Topic examples could include "Where does radon come from?", "Why is radon dangerous?" and "How do radon systems work?"

Online Advertising and Lead Generation

Setting Up Google Ads Campaigns

Google Ads can be a quick way to gain visibility. Target specific keywords, use compelling ad copy, and continuously adjust bids and strategies based on campaign performance to optimize ad spending and maximize ROI.

The benefit of Google Ads is you can quickly speed up or slow down inbound quote requests. If you're slow, you can bump your ads and get more clicks within a few hours.

Or, if you're booked far out, you can slow down the budget to maximize profitability. After all, there's no point in spending money on leads you can't fulfill.

Take a look at Festa Radon's client, Utah Radon Services' ad:

As you can see, the ad accomplishes the following:

• Has clear, concise messaging to the customer's pain points

• Discusses their quality ("Best Radon Mitigation Systems", "Lifetime Guarantee", "Best Priced/Quietest Systems")

• Has a clear call to action ("Get Your Fast Free Bid")

• Has links to the most popular links, such as calling the business and reading about their systems

A pro tip: don't try to set it up yourself without being Google Certified or doing a training course. I frequently hear, "Google Ads" doesn't work or "I don't see leads from my campaigns". This is due to incorrect setups and a waste of ad spend.

Good Google Ads setups produce fruitful results. There's a reason why Utah Radon Services has run ads for many years!

Monitoring and Optimizing Your Web Strategy

Tools and Techniques for Tracking Success

Utilize tools like Google Analytics to track website traffic, user behavior, and campaign performance. This data is crucial for understanding what's working and what isn't.

Adjusting Strategies Based on Performance Data

Regularly review your analytics to adjust your strategies. Whether it’s refining your SEO tactics or tweaking your ad campaigns, data-driven decisions can significantly improve your effectiveness.

If you get a small 5.9% improvement each month, that'll equate to a 2x increase in leads over one year using compounding increases!

If you're like most of my clients and you implement these strategies in the first month, you'll see a large jump in the number of people asking for a bid.

Conclusion

From understanding the basics of radon mitigation to mastering web marketing strategies, this guide provides you with the necessary steps to enhance your online presence. Implement these strategies to not only attract more leads but also to establish a reputable, authoritative presence in the radon mitigation industry.

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Peter Ruchti is the founder of AdeptPlus, a web marketing agency specializing in radon mitigation. As an AARST Speaker, Peter has been featured in the Radon Reporter and Indoor Environments Association. With over 40+ radon projects and a Google Certification, Peter's team of 15+ seeks to create the world's best road websites.