Metrics matter

Online metrics can make a difference in lead generation

For years, I've listened to consultants, speakers and experts talk to roofing professionals about their companies' online strategies and all the steps they must take to be successful.

But I rarely hear these same people talk about how these efforts actually generate what your business needs to grow the most: leads.

In fact, most "experts" don't talk intelligently about how their online strategies lead to the sequence that drives your business: Leads = Appointments = Demonstrations = Sales.

Most of these so-called experts are carefully vague about how their approaches will lead to this sequence, generalizing the online experience as "lead generation."

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