Ken Kelly is president of Kelly Roofing in Naples, Fla. He’s also a Wing Commander with Angel Flights Southeast, and he coordinates and flies missions to help people in need of emergency medical assistance. After surviving the first few years of the recession fairly well, his business was suddenly in financial trouble, and Kelly knew he had to make changes quickly before it was on life support.
“In January of 2011, work just stopped,” he said. “The leads were just not coming in.” Kelly’s website (www.kellyroofing.com) wasn’t bringing in customers like it used to, and the company was losing money. When tracking the leads, the company found that almost no one mentioned the website when asked where they heard about the company. But in follow-up questions they determined that most had visited it at some point. The company just wasn’t closing the deals. Customers were asking salesmen to e-mail them a quote and making their decisions based solely on price. Now what?