One of the biggest disconnects between marketers and home service business owners comes from understanding marketing terms in different ways, and the terms “lead” and “conversion” are some of the worst offenders. The goalpost of what constitutes success is usually the same: get more. More conversions. More leads. More jobs. But marketers live in a world of data and actions, and business owners live in a world of real people and real jobs. The perspective is different. So what is the difference between a lead and a conversion in home service marketing?
What is a conversion?
A conversion happens when someone takes a specific action you want, like calling your business, filling out a form, or scheduling an estimate. It means. Your marketing strategy did its job.
What is a lead?
A lead is someone who shows interest in your roofing services. This could be via phone call, website form, social media message, or even stopping by your office. A lead is not a guaranteed job, but it is the first step in turning interest into a customer.
The terms can get more confusing when you realize that sales and marketing use “conversion” differently. In marketing, a conversion is someone actually using your call to action. In sales, a conversion is a lead that turns into a sold job.
The Importance of Lead and Conversion Clarity
It is important to clarify with your marketing team what they mean when they are measuring leads and conversions. Focusing only on conversion numbers can be misleading. High call volume looks good on a reports, but if those calls are coming from spam or they aren’t interested in your type of business the conversion will never become a lead. They won’t move the business forward. Roofing companies grow fastest when marketing teams and owners evaluate both metrics together with clarity.
TL:DR
In marketing, conversions measure action, leads measure opportunity, and revenue comes with clarity. When marketers and business owners speak the same language, decisions get clearer, marketing strategies improve faster, and growth becomes far more predictable.
If you are looking for simple, clear marketing, give us a call!
The Language of Leads
A Pocket Guide to Marketing Terms for Roofing Contractors
If you’d like to learn more marketing terms in a way that makes sense, grab a copy of The Language of Leads by Raven Youngblood
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Conversions vs. Leads: Frequently Asked Questions
What is a conversion in roofing marketing?
A conversion happens when someone takes a specific action you want, like calling your business, filling out a form, or scheduling an estimate. It means. Your marketing did its job.
What is considered a lead for a roofing company?
A lead is someone who shows interest in your roofing services. This could be via phone call, website form, social media message, or even stopping by your office. A lead is not a guaranteed job, but it is the first step in turning interest into a customer.
Are all conversions leads?
Not all conversions are leads. Conversions include all actions taken, while leads are only the qualified, relevant opportunities that could turn into real jobs.
Why do marketers talk about conversions instead of leads?
Marketers talk about conversions rather than leads because conversions are easier to track automatically through analytics and ad platforms. Leads require additional filtering, call review, or CRM data to determine quality. Good marketing measures both.
Which is more important: leads or conversions?
Both matter. Conversions show whether your marketing is creating engagement. Leads show whether that engagement is turning into real business opportunities.
How can roofing companies improve lead quality?
A roofing company, or any company, can improve lead quality by improving website messaging, ad targeting, service-area clarity, and follow-up processes. These things help ensure the people converting are more likely to be qualified leads.
