How To Setup Your Website for Maximum Conversion for Plumbing, HVAC & Home Service Contractors

All right, hello and welcome to today’s session. We’re going to be talking all about how to optimize your plumbing, HVAC or Home Service website for maximum conversion. And the digital marketing, internet marketing game is constantly changing. What we need to do with our websites is constantly changing. And so what I want to do on today’s session is spend a little bit of time talking about the emerging trends. You know, how things are changing with AI, with your customers and how they’re interacting online. Just type trends if you’re okay, if we spend a little bit time drop jumping into the latest trends. Because I think if you’re using the playbook from even like two or three years ago in terms of how you think about your website, you’re going to be way behind, because Wayne Gretzky is famously quoted as skating to where the puck is going and not where it is. Well, things have changed, right? And I want to make sure you’re thinking about where things are headed and where your customers are interacting with your website, how they’re interacting with your site. So just try trends in the chat here, if you’re okay, if we spend a little bit of time talking about those emerging trends, and then we’re also going to get into, I actual specific things you can do on your website to improve conversion, right and to massively change the percentage of people that turn into book jobs and the percentage of people that turn into revenue for your business, as opposed to, you know, just getting a lot of traffic that doesn’t convert. So we’ll focus on that. And then I’m going to pull up real world examples. Just type examples in the comments here if you’re okay with me showing hey, here’s an example of one of the sites we’ve worked on. Here’s the key components in play, and I’ll put them there. And this is how you want to make sure you’ve structured your website. Just type examples if you’re okay with me making this example based, as opposed to just me talking hypotheticals. All right, guys engage with me in the chat. I know we’ve got some of you guys on with me live thinking about your website in the lens of the accelerated growth model. We know there’s a couple things we have to solve for. Number one is we have to drive leads, right? And we’re gonna drive leads through SEO, through paid search, through marketing automation. Secondly, we have to maximize conversion, right? And we have to convert the traffic into a lead, and then we got to convert that lead into a book job, and then we’ve got to actually convert that book job into a customer that turns into a repeat customer, that becomes an advocate that uses this again and again, right? And so we’re going to be focusing mainly on the website portion of that, and the specific things we can do to improve your conversion from 10 or 15% to 25, or 30% which can have a huge ramification on the effectiveness of your marketing strategy. And then number three is we have to optimize results, right? We have to be looking at, where are we spending the money, how many leads are we getting? What’s our average cost per lead? And then optimizing around what’s working best, right? And so earlier this year, at the very beginning of the year, we looked at the 2025, digital marketing strategy, and we looked at this whole big picture. Today, we’re going to get really, really specific in the main component, which is your website, and how do we optimize for conversion on the website itself? I know that my screen’s a little bit blurry right now, so I’m going to switch to the to the main monitor here in just a sec. But yeah, today it’s all about the website. It’s all about optimizing conversion on the website. So housekeeping, I’m not sure, can you guys see the screen at all? Like, is that? Just give me a yes, if you can see my screen and it’s coming through at all, or no, if you’re like, Yeah, this is just a blurry background. I can’t really tell what’s going on. Let me know in the car. Too blurry. Okay, fair enough. Appreciate you guys’ feedback. I’m going to share the screen, and that should make it much easier to see what I’m trying to show you. This is the screen I want to share. All right? Let me know the chat you should be able to see my screen brighten, bright and clear, right? Now I’m rapidly running backwards through my slides to get back to where we wanted to be. So this, you know, big picture, right? This was the key things we have to solve for, right? We’ve got to drive leads, we’ve got to maximize conversion. We’ve got to optimize results. Today is all about the website itself, and what I’ve found is we can make very, very subtle changes to the way the website is set up that will have a huge impact on how well visitors convert, and we can even, like, double or triple the conversion from visitor to lead. And so that’s what we’re going to focus on today. Just I’d ask, like, you guys are on here live. I know your time is valuable. Close the other tabs be here in the moment. Focus on what I’m showing you. I will make this quick, I will make it actionable. I’ll make it relevant, and we’ll all look away with like massive clarity here, real quick, if you don’t know, my name is Josh Nelson. I’m the founder and CEO of plumbing and HVAC SEO, author of How to triple your sales by getting your internet marketing right for plumbing, HVC and electrical contractors. We are very active in the industry groups and associations. Next. Our service, round table, CEO warrior. But I say, more important than any of that stuff at this point, I’ve personally had the opportunity to work with hundreds of plumbing, HVAC and electrical contractors in some of the most competitive markets in the country, and been able to help them go from obscurity online to the point where they’re now the dominant player in their market. And so what I’m going to be sharing specific to the website stuff. We’ve launched over 500 plumbing, HVC and electrical websites. We’ve got tracking data on all of them. And so what I’m going to be sharing isn’t based on theory. It’s not based on something I read somewhere. It’s based on real world in the trenches, hands on, with websites in this in this industry. And this is what we do day in and day out. We’ve got a team of 60 full time employees across the across the globe that do this day in day out, building websites, optimizing the conversion, driving the traffic. And we’re on a mission to help 1000 plumbing, HVAC and electrical contractors triple their sales by getting their internet marketing right. And so you know, if at some point you’re like, Hey, Josh, I’d like just to have you guys do the site for me. I’d like to pay you guys to help me with this online marketing stuff. We would love the opportunity to have that conversation with you, Christian, if you could just drop a link if you’re interested in it all, you can schedule a time by going to plumber seo.net/schedule, pick a time. No, no pressure obligation. We’ll look at your current website. We’ll tell you, like, whether it’s good, bad or indifferent. And if you’re interested, we’ll show you exactly how we can help. So there’s my early plug. If you’re interested, we love the opportunity to help. So let’s get into the biggest trends, the biggest changes, the biggest things that are happening in the industry that you need to be aware of, because this is constantly shifting. It’s constantly changing. Number one trend is the shift from desktop to mobile, and this is not a subtle thing. We know in the past, if somebody wanted to get on a website, they would go to Google on their desktop and they’d run a search or their laptop. But in today’s market, for the most part, your customer is taking out their phone and they’re typing in plumber near me, AC repair, HVAC contractor, plumber in my area, same day, plumbing service like they’re doing it from their phone and statistics back this up, we’re seeing a 50 to 756, to 70% Home Service websites come from a mobile device, and Google reports 61% of users are more likely to return to a mobile site, unlikely to return to a mobile site they had trouble accessing. So it’s super important that, if you pull up your website right now from a mobile phone, does it load easily? Is there a click to call button? Are you looking at your website through the lens of mobile or desktop super important because that’s that’s a huge impact. Second, really important trend is site speed is essential. Like you need to be looking at your website through GT metrics and and those types of tools and making sure that it’s loading quickly. 53% of mobile users abandon a site if it takes more than three seconds to load. Now, your website should be loading in probably one or two seconds, but if it’s not, that’s going to cause you to churn traffic. Number three, really important is the way that you’re capturing leads, and I’m going to get into this specifically on the session, but 85% of customers expect the business to have online booking or Instant Booking features according to get app. And so if you’re not giving your customers the ability to schedule in, that’s an important trend we need to be aware of. The other one that’s pretty important here is live chat and increase lead conversion by 20% so if you’re not giving customers the option to chat with you, or somebody on your team to answer questions, to get information that’s going to be that’s going to be an issue. So those are the three top trends. There’s a couple other trends I just want to talk about real quick, and that is reviews and trust factor. Customers read an average of 10 reviews before feeling they can truck trust a local business according to bright local reviews on websites can increase conversion by up to 270% we know your customer is going to get to the website. They’re going to hit the back button, they’re going to look at your online reviews. So we want to make sure we’ve got two things. First of all, we’ve got a strategy to get reviews on a consistent basis, to have more reviews than the competition, to have a healthy reputation online. But we also need to be thinking about, how can we display those reviews on the website so they quickly see, okay, this is a trustworthy organization, and are more likely to convert right in the moment, versus going somewhere else and trying to talk to somebody else about getting their services booked. I’m just going to mute that person.

The other one is video and visuals. I was going to talk about AI. I know we’re all hearing about AI. We’re hearing about chat GPT and Claude and Gronk. Let me know, actually in the comment, out of all the AI platforms, Which one have you tested? Which one do you like the best? Just be curious about that. But with all of this, AI. I that’s come out, it’s become easier and easier to just throw a bunch of content on your website, and it’s hard for your customer to differentiate, and even the algorithms to different differentiate you versus the competition. One of the best things you can do to improve conversion is leverage video, like authentic video of you or your technicians talking about who you are, the area you serve, the problems you solve, why somebody would choose you versus the competition? That’s one of the few things you could do to differentiate yourself in today’s market, is have that authenticity front and center. And so visual landing pages with video burst boost conversion rates by up to 80% says Unbounce. Unbounce is a big platform that tracks conversion stats, consumers are 64% more likely to purchase after watching a branded video. So just type video if that resonates the reality that you know the text on your page you know doesn’t really stand the same authenticity as as actual video does. And then number seven, thinking about AI is chat bots and AI driven lead capture, um, live chats lead to 10 to 50% increase in conversion rates. Companies using AI chat box see a 30% increase in customer engagement. This technology is here, right? You can choose to use it or ignore it. I’m going to make the case for thinking about leveraging AI chat bots, thinking about using AI voice answering so that you can be quicker to answer your customers questions, so that you can be quicker to book the calls. So that’s just some of the important trends I wanted to bring to your attention as we kind of look at optimizing your website, the reality is, your website is still the hub, right? They might be seeing you initially from your trucks. They might see you on Facebook, if you’re posting there. They might see you from a Google ad, but at the end of the day, all your marketing points back to the website. And so if our website is where somebody lands before they wind up calling, before they wind up booking, before they wind up becoming a customer, it’s really worth a lot of time and attention to make sure that website is converting a visitor to a lead at the highest level possible. And so two scenarios, typical Home Service website converts at about 5% right? And if you just look at it, that’s, that’s the reality, 5% of the, you know, traffic gets to the site, and like, only off, only about 5% convert. So if you got 1500 visitors a month with the 5% conversion, that’s 75 leads. If you’ve got a 30% conversion rate from lead to sale. That’s 22 book jobs. If your average transaction value is 450 that’s, that’s about 10k right? That’s, that’s not going to take you very far. What we know, though, is, if we can get to 15% or higher, which I’m going to show you, a number of websites, converting between 20 and 25% in the plumbing, HVAC, Home Services, space, if we need a 15% or higher that has a huge impact on the amount of revenue we generate for the same amount of traffic. So same traffic, 1500 visitors. Now we’ve got a 15% conversion rate that’s 225 leads instead of just 75 keep the conversion rate at 30% hopefully you do better than that with way that you answer the speed to lead follow up. But if you kept it at 30% that’d be 67 book jobs. It’s an average of 450 hopefully you’re optimizing for a higher ticket in the field. That’s 30k so we can triple the amount of revenue we generate without spending an additional dollar on advertising. If we can improve how well our website converts, I’m going to show you exactly what you can do to make sure you’re converting at north of 20% from visitor to lead. So let’s get into it. A good example of this in the real world is laneys. They’re a plumbing HVC electrical company based in Fargo, North Dakota, and they had a basic website. It wasn’t optimized for mobile. It wasn’t personality based. It didn’t hit any of the elements I’m going to be covering. Going to be covering on today’s session. And without in changing anything on the website, we launched, without changing anything in terms of their marketing strategy or their rankings, we just changed the website and we put all the factors that we know improve conversion. And what happened was the amount of calls that they generated spiked from like 50 calls, 60 calls a month, to over 317 calls without really changing anything other than just making sure the website was built to convert where somebody would get there when they don’t actually want to call or they’d actually want to book online. And what’s cool is, over time, as we’ve kind of tracked their stats. You can see here, in a single month, 930 leads tracked, by 1598 leads tracked. And that numbers continue to trend up as we rolled out the rest of the online dominance method, right in terms of driving better traffic and being better with getting. Getting people to the website itself. So just give me a one in the comments. If this tracks right, we understand we need to make sure the website’s built to convert. Just type a one in the comments for me. If, if you’re tracking along with I know we’ve got a live audience, and I want to make sure we’re meeting you guys where you’re at all right. Lynn, thank you. John Murphy, yes. Chelsea, okay, good. Thanks, guys. I appreciate the engagement. So I put together a workbook with a cheat sheet for you guys. I think this is going to make life easier for you. So if you go to plumber, seo.net/convert-workbook, that’ll open up a simple Google Doc with some of the key things to help you audit your website to find opportunities for improvement. You can choose to pull this up now or reference it after the fact. Christian just put it in a link. It plumber, seo.net/convert-workbook, it’s just a Google doc you guys can make a copy of and use as a as a point of reference.

All right, so in that workbook, I talk about the major critical elements of conversion. I’m not going to bore you to death reading all of these bullets off. I’m going to talk about them visually. We’re going to look at a couple of examples, and then, as you kind of audit yourself, hopefully you can find a couple of very specific tweaks, a couple of very specific adjustments that can make a big difference in how you convert. But I want you to ponder this. What’s the one element that will have the biggest impact on the results of your overall internet marketing efforts? The one element I’m not sure anybody’s going to answer in chat, but I will say it’s, it’s how well your website converts a visitor into a lead, right? Because if we’re not converting, we can spend a lot of money, we can have a lot of traffic, we can have a lot of eyeballs, but if we’re not good at getting an eyeball into a lead, then we’re, we’re going to fail right out of the gate. So it’s going to cost us more our average revenue per per dollar spent on advertising will be poor. So super important number one thing is optimizing for conversion. And so I’m going to pull up a couple of examples. I’m going to show those websites. I’m going to show the tracking data behind those websites. I’m going to point to the very specific things we want to look at to improve the conversion on our website. And so first up, I’m going to pull up Carta. Cardinal HVAC. I’m just going to pull up their website here. And they’re full service plumbing, heating, cooling, contractor out of Sun Prairie, Wisconsin. And this is the site. Hopefully you guys can see it. Just type, yes, if you can. And there’s a couple things, right? And this is just a clean, simple website, phone number, front and center, right? We got that web, that phone number easy to access, like we said, in today’s environment, more of your customers would prefer to engage via online booking, or they would prefer to engage via two way text message, but there’s still a lot of people that are picking up the phone and calling right? So we don’t want to stop getting phone calls right. That’s still the easiest opportunity to convert. But we also want to make sure we’re giving them the opportunity to convert in other ways. And so phone number front and center. We want online scheduling, and there’s so many online scheduling opportunities available today, whether you’re using schedule engine or you’re using, you know, directly, you know, online booking out of service Titan, where you’re using house call Pro for scheduling. If you’re not giving your customers the opportunity to self select and book a time, you’re missing out on a big opportunity, because today’s market have shifted from they want to pick up the phone and have a conversation to they’re used to Uber right? They’re used to Uber Eats. Give me a Uber in the comments, if you use Uber to pick up your food or to pick up your groceries, I know in my my household, we do right all the time, my my wife and kids are hungry, we go on to Uber Eats, and we pick a restaurant and we type what we want the next day, bam, food shows up. We’re used to it. Your customers used to it. They’re wanting more and more to just have these types of things handled. And so the closest you can get to that is having online booking. Give them the opportunity to say, I’ve got a plumbing or HVAC problem. Let me pick a date and time and have the technician show up at my house. If you’re resisting that for some reason, or you’re thinking, You know what, I you know, I just want them to call in. I don’t want to go through the hoops of setting up online scheduling. That’s a problem, right? Because we said 70% of your customers are getting to the website from their mobile device. And if they get to the site and they only see the site, and they only see the option to call, and they don’t want to call, and they just want to schedule online. They’re going to hit the back button and they’re going to keep going until they find somebody that lets them schedule online. And so don’t resist this. It should really cost you fractional amount of money to get this set up, and it’s absolutely worth it. The other thing, from a conversion perspective, you want to put. In place is text messaging, or online chat, the ability to engage with your company and get questions answered without having to, without having to pick up the phone. And so having a chat widget on your site where they can type their contact details, start a chat conversation, ask a couple of questions actually booked directly online, massive opportunity, if being missed. And there’s great platforms. Our platform is called conversion. Amp Chirp is very popular in the industry right now. Pulsam, you know, there’s a variety of those platforms. But the main thing I want to just kind of draw your attention to is there’s three ways customers are converting today, if you only option is one or two of these, you’re you’re missing out on the opportunity to convert the way that you should so phone number, online booking, opportunity to start a two way chat. Other than that, right? This website has a lot of the conversion factors that that just make this perform well, lots of personality and authenticity. In this case, we got a picture of their truck, but they actually have a really nice team, right? And so matching the branding the technicians with their branded logo on speaking about the actual problems their customers might have and why somebody should choose them versus the competition, special offers and incentives for those first time visitors to the website, and then again, reiterating the conversion element, reiterating how they can take their next step. Call us right now, click here to schedule online or start a text message chat, right? I could, I could pull this through the checklist that I provided you guys. But you know, this is a recipe for for success. Now we also want to make sure it’s mobile responsive to the place where, if somebody gets to it on their on their mobile phone, they can easily click the call and so from a mobile phone that’s actually going to hopefully just call the office, that’ll start a call conversation, right, but they could still see all of the key things they might want to see from their mobile phone, if they were scrolling with their thumb, and you can see this little, you know, dialog box drops down where they can just see, I want to see more reviews. I want to check out your coupons, or I want to click here and call your office. So great example of a plumbing HVAC website that’s that’s built to convert with all of those appropriate conversion factors that we want to really recommend you put in place tracking. I think tracking is important, right? I can say that this website converts well, but let me show you the data behind this. So Cardinal invests about $14,000 a month with us. That’s their management fees, plus actual ad spend on Google and local service ads, and we’re tracking how many leads are coming from that. So 1931 leads on their $14,000 investment divide that out to about $7.28 per lead, unheard of in plumbing, HVAC, Home Services, very, very low. Now, most of that’s coming from organic traffic and their known brand in the marketplace. And so I want to emphasize, you know, like you can’t just enter a new market, throw up a website and get these types of results. Like they’ve done this over generations, building name recognition, building their brand, and having a great website that’s built to convert that has those conversion factors, makes these numbers possible. And so you can see 1347 coming directly from Google Maps, 187 from paid search, which would be like Google ads, and then 374 from people calling in on the tracking number from the organic website. Now if we drill even closer, right, we’re looking at how many organic people are getting to the website. What percentage of those are converting? And if you do the math here, they’re converting about 25% on that website I just showed from visitor to caller, right? And so this is just a great example of the key things we want to put in place to get that type of conversion number in place. I’m going to show a couple more examples, and then we’re going to go through a checklist and audit your websites. But does anybody want to volunteer their website just to pull it up and run it through this lens and see where there might be opportunity for improvement if you do drop your website into the chat and we’ll pull it up so another, another example here of a just a plumbing HVAC company built to convert here is JD precision based in The Woodlands. I’m going to zoom out a little bit here, all right, so this is JD precision. I love

group shot like this, right? Because stock photography does one thing, you know, it looks in it, it has a certain resonance. But when we can actually see the smiling technicians, we can see the owners of the business. This hero image generates a personality and authenticity that’s completely different than stock imagery. And so to the extent if you’ve got a team, even if it’s a small team, if it’s you and a couple technicians front and center, that works really. Really, really well. And it resonates with people that get to your website because they’re they want to do business with people they know, like and trust. And so this gives them the sense that, hey, they kind of know this company. They have a sense of what they’re all about. And so again, you know, phone number in the top right hand corner, ability to schedule service. And you know, in a lot of cases, this is actually going straight into, in this case, the service Titan scheduling. We like service Titan. We like schedule engine. Lots of these platforms exist. I like the simplicity of going straight into service Titan and not having a third party mechanism in there. And then here we go. We’ve got the opportunity to start a chat conversation, right? Some people want to call, some people want to schedule online, and some people want to start a chat. You’d be amazed how many people will engage with these chat widgets. And sometimes the hesitation with this is, I gotta have to have somebody with that open and they’re trying to have a chat conversation there, AI exists now where you can logically figure out what are the most common things somebody’s going to ask and answer those questions and move them to appointment right that way. You’ve got quick speed of lead. I’m going to talk about that as we go. But having as a first pass here, having the phone number, having the schedule online, having the chat widget goes a long way making sure, knowing that most of the people are getting to the website on mobile, making sure that you still show up very nicely on a mobile phone. We’ve got the easy, quick to call. We’re calling out what we want them to do from a phone, for the most part, is is to actually just press that button and call our office, and I’ll just kind of scan the website, so you guys get a sense of how we structure this. We need to make sure we’re speaking to the customer’s pain points and frustration. So most of the time your customer is thinking, I’ve got a problem at the house. I’m really busy. I don’t want to have to have to deal with this. I need to get this scheduled now, and I need to just have somebody show up. And so recognizing they really care is this fast? Are you going to show up on time? Are you going to have what you need to get things done and not over contenting the website with technical jargon, but really speaking in the terms that the customer cares about fast, accurate service, fully stocked Truck, Trucks and expert workmanship. You can trust schedule, right? They can make a decision just from this initial above the fold area. Now we’ve got, you know, links into all of the other services. We’ve got some specific information about their company and the fact that they’re the best in The Woodlands area. We’ve got reviews and testimonials. We talked about the fact that your customer, typically, they want to look at some reviews before they decide, and so showcasing a couple of your positive reviews and testimonials, keeping them on the website so they don’t necessarily have to click off and go somewhere else. You know, again, call to action. A lot of this. Again, we’re like now we’re speaking to the more technical person that wants to read down a little bit friendly and knowledgeable expertise. No mess left behind, hassle free. Service these. This is the value proposition most of your clients and customers care about, honest upfront pricing, focused on educating the customer, latest technology, proven methods, scheduled now, right? I could go on and on, but hopefully you’re seeing right? There’s, there’s a common trend, authenticity, personality, speaking to the customer avatar, and then giving them those four options to convert from visitor to caller. And I’ll just kind of show you the stats here. So JD, precision spends about $14,800 a month with us, that’s track to 625 leads per month. Divide that up to $22.69 per lead, and you can see 133 from SEO, 145 from pay per click, 339 from Google Maps, seven from the online forms. And if we kind of do the math here, divide the number of organic visitors from the amount of leads that are organically based not paid search. That’s 20% conversion from visitor to lead, right, which is, I think, like where we want to optimize, you want to be shooting for 15% plus, ideally, if you can get to 2025, 30, that totally changes the dynamics of the effectiveness of your of your advertising. Before we go to the next example, I see that bill’s Bill fish AC dropped your website in. Let’s pull this up, and as we pull it up, I’m going to just kind of ask you guys to think about this from this lens, right? And so we’ve got this workbook here, which is the key things you want to be thinking about to optimize conversion. And just think about this checklist here. Does it speak to our customer avatar, or are we getting into technical jargon? Are we leveraging authenticity? So we’ve got pictures of us, pictures of the team, pictures of the technicians. Are we using multimedia? Is there video on the website? Welcome into the website explaining why they should choose you versus the competition? Conversation. Are we leveraging social proof, like where they can they can see reviews, they can see testimonials. Maybe they can watch testimonial videos. Are we giving them the three modes of conversion? They can call in, they can schedule in, or they can start a chat. Right? Those three modes of conversion help each person that might be a little bit different with how they want to convert is the number in the right place. Are we telling them exactly what to do net next? Do we have special incentives or offers that would say, here’s why you want to like, click on us and use us right away versus shopping around? Are we optimized for mobile with click to call is the websites loading quickly? There’s lots of tools you can use to check this. And then we’ll talk more about like, are we? Are we using automation to follow up with those leads? So I’m going to pull up bill fish AC. Let’s just check it out and kind of think about it through that lens. All right, so this is Bill fish AC. Looks like Chelsea volunteered this website. So thank you for volunteering the website. First thing I’ll look at is, does it have personality and authenticity, right? That’s kind of at the very top of our list of things we want to think about. Or does it speak to our ideal customer avatar? I think this is probably representative of your market, in the Treasure Coast. So we got a nice home in the treasury coast. That’s, I think it’s solid. Better again, would be if we could see the team, if we could see who’s going to come to the home that we’ve just found converts a little bit better. Second thing I would want to think about is, do we have the three modes of conversion? It looks like in your case, we do, right? We’ve got the phone number in the top right hand corner. We’ve got the opportunity to schedule. In this case, it looks like an online form, so this is good, right? And like you’re at least giving them the option to submit the details. The fear for most customers is that this form just goes to a black hole, right? And they’re going to submit it, and if they don’t hear back right away, they’re going to hit the back button and go somewhere else. So better would be to actually let them see a calendar book a time, even if it’s a tentative time, like in the perfect world, that would match to your dispatch system, and it would match to availability, but you could have it be a soft booking where they pick, you know, tomorrow at two o’clock on a schedule, and then that sends them a message, hey, you know, we’ve, we’ve sent this to our dispatch team, and we’re going to confirm that time with you right now. You know, you’ve got someone that wants your your team out there at a certain date and time, and once they fill it in and pick a time in their mind, they’ve scheduled, and they move on, they’re not going to continue looking. And so this might be an area for improvement using a an actual online scheduler, versus having a, you know, says scheduled service, but having a form see down here, we do see the opportunity to start a chat via chirp. I’m not going to test it, but one thing would be to see, like, what happens when I submit this chat? How long does it take for somebody to respond to me? Does it go to a black hole or, like, we’re using some type of automation so that it says, Hey, thanks for reaching out to us. How can I help? And they have the opportunity to respond. And I’ll show you some examples of how we can level, put that in place. Let’s see overall, I think the website looks nice. Let’s see when you need comprehensive, indoor air temperature, residential, a little bit. Word, right? I think, you know, this talks, maybe from an SEO perspective, about your services. It kind of hits some of the key points. Make sure that we’re speaking this from their perspective, right? So Joe Jones through Joe Jones eyes, and you’ll, you know, you’ll sell what Joe Jones buys, not talking about we’re locally owned and operated with deep roots, but you’ve got this problem. We’ve got same day contractors. We can get out there today. We’re going to keep your home clean, you know, like speaking at it from their perspective versus your perspective. Pictures. I think the pictures feel more stock photography than authentic imagery, but we do have the reviews and testimonials, so that’s solid. We do have the web form on here. Let’s see.

Yeah, I would give this like a like a C plus, right? A C plus I it is mobile friendly. I think there’s some very specific things you can do to make this convert at a higher level. Chelsea, hopefully that was helpful. Let me know if you have any thoughts or feedback or follow up questions on that. But thank you very much for letting us use you as an example and be a guinea pig on today’s session. I’m going to show another example, and then we’re going to get into some more tactics here. But this is buds plumbing, plumbing company in Evanston, Evansville, excuse me. So this website Converse really well. I’m going to show you the data here. The data here in just a second. Uh, above the fold. We’ve got a picture of the truck. I would prefer, you know, the the operation. They wanted to keep it below the full and the clients, you know, we’re going to let the client do what they want to do. So we do have a great team in this organization. They just, for whatever reason, they wanted us up here. But. But it speaks to the customer, avatars, fears, frustrations, issues, up from pricing. You approve the job before we do the work on a second opinion, accurate diagnosis, cost effective solutions, request, service, right? In this case, you know we got the opportunity to request. I prefer online booking. But in this case, this is, this is what the technology they have access to, phone number, easily accessible, ability to start a web chat right here on the site and trusted company, lots of you know, recognized icons, pictures of the technicians talking about the second opinion, really showcasing their online reviews and testimonials. Obviously, they do good work. Look at all the great testimonials. And so again, I don’t want to beat a dead horse here, but good example of a website that’s built to convert hitting most of the conversion factors. And if we look here on the tracking, $12,000 in investment in online marketing that 915 leads tracked on a monthly basis. It’s an average of $13.25 per lead. Again, if we kind of divide out the traffic here, that’s a 30% conversion rate on this site. Now it’s a good site. It hits all of the factors also recognized. Brand plays a component for this. Right. Name recognition in the industry plays a component for this. I’ll just pull up this site here. This is one of the sites we really love, the meridian advantage in East Lansing, Michigan, you know, again, truck being the featured thing here, but they’ve got a great team, and we showcase that team throughout online reviews and testimonials. Customer testimonials, ability to schedule online. So another good example of a website that’s built to convert tracking is a little bit outdated here, but $7,000 in spend, 677 leads tracked and oops, average conversion rate, 32% visitor to car. So I just wanted to show you examples of like, when you get these elements right, you can see a 20 to 30% conversion rate from visitor to lead, right. And so some very specific things you can put in place. I have a wireframe cheat sheet I can share with you guys. If you go to plumber seo.net/cheat, sheet, it just kind of as a wireframe. Sometimes it’s easier to see it in wireframe. I got the phone number up here. I’ve got the form there. I’ve got the live chat down there, helping you to see the key elements that you want to optimize for on the website. Again, if you could see Joe Jones for Joe Jones eyes, then you can sell what Joe Jones buys. And I don’t want to bore you to death, but spending time thinking about what are the pains and frustrations, what are the goals and desires, what are the fears and implications? If you think about your customer, your ideal customer, that’s willing to pay a premium rate for your services, and you make sure you’ve crafted that website and the content on the website to speak to them specifically, that has a huge impact on your conversion rate. And so typically, what we’re seeing in home services, in plumbing and HVAC, homeowner, 35 years old, typically the female, married with two to three kid head of household, $65,000 plus income. Right? All these demographics and their fears and frustrations. Really, the thing’s not working. They can’t get someone to answer the phone, and this still happens even today’s market. They try and look for a plumbing company. They call the first couple nobody answers. They’re frustrated. This is one of the fears running the back of their head. They’re gonna waste a bunch of time and not actually get it squared away. Need to resolve the issue, too busy to deal with it, and worried that it might not be healthy for their for their family, um, fears and implications, right? They’re worried that they’re going to get ripped off. They’re worried they’re going to pay too much. They’re worried that you guys might come in and mess up the house. They’re worried that you might charge them more than they should, and they get ripped off. And their goal, like, really, all they want, is for the problem that we go to be gone. They want the house to be well kept. They want to take care of their family, and they don’t want waste time, right? They don’t waste more time than they should. And so you can come up with messaging for this in a lot of different ways, but typically it boils down to like these three hot buttons on your plumbing, HVAC, electrical site, tended to resonate the best. Same day. Service, emergency service, 24 hour. Service, on time. Service, right? If you don’t do 24/7 or you don’t have same day, you’re going to be on time. Make that be the main thing. Straightforward pricing, upfront pricing, Satisfaction Guaranteed. Trustworthy technicians. Trusted technicians experience this like, speaks to the problem or their fear and answers it with like, why they should choose you versus the competition. And you’ll kind of see that infused in all of these examples in different ways. And every company is a little bit different, right? Just like we’ve all got different personalities, we’ve all got different thumbprints figuring out the mix of what’s. Unique about your company, and how you message that on your website is super important. So that’s messaging. The other critical part is being real and authentic. And I kind of hit this again and again from a lot of different ways. The best way to be authentic is to have real imagery. And if you can invest a little bit and having some pictures of your team, or some videos of you or one of your technicians welcoming them to the website, saying the most problem, common problems you solve, talking about why people choose you versus the competition, not using AI or an actor, but somebody real from your company. Doesn’t have to be that polished, doesn’t have to be that professional. It’s about the authenticity we find that really has an impact on conversion. Having imagery, it’s worth investing, setting up the trucks, getting the team organized, if you have, you know, custom branding, and you’ve got nice truck wraps, this just it. It says a lot without having to put anything in paper, having the pictures of the owner and the team. People want to do business with people they know, like and trust, so just type authentic if that resonates. Sometimes we want to hide behind, you know, stock imagery, when the best thing you can do is be front and center and let them see like, who the real people are behind this business. Chelsea says, authentic, amazing leverage. Multimedia again. This could be pictures of your truck. It could be pictures of videos of how you guys show up to the home and you put on the booty, and you create the experience. Showcase social proof. How many reviews do you have? Do you have a widget that shows how many you have? Do you have a place on your website where somebody can read through a bunch of reviews without having to go to Google, without having to go to Angie, they’re probably going to go to those sites anyways, but it’s good to have that present on your website. Bonus points. If you can get actual customer video testimonials of people saying they chose you and why they chose you, and the great experience that they had. Showcase those reviews, have the phone number front and center, have the online booking, have the chat right. If you can get those three components in place on your site, you’re going to be steps ahead of the competition. Make sure the website’s mobile friendly, that it fits in that narrow box that somebody can click the call again. More and more people are getting to your website from from their mobile device. So make it easy. Live Chat can improve conversion, right? Make sure you’ve got a live chat, ideally to a text message live chat. So there’s two types of chat. One chat is they’re chatting on the browser, and if they close the box and they walk away, that chat basically goes away and they they can’t communicate with you anymore. Better would be when they start to chat, it initiates a text message, and now you’re chatting with them, and you’ve got their cell phone number so that you can answer questions. You can follow up. People don’t tend to walk away from their phone, right? Like we have our phone on us at all times. And so you could have a follow up sequence saying, hey, you know you started the chat. Did you get that taken care of? Do you still need help with that and have a high probability of converting over time? So a laundry list of ideas I’d love for you to think about, like, what can I put in place on my website to to improve conversion? And

the last thing I want to talk about is, outside of website, conversion is how we’re converting those leads, right? How we’re converting the phone call, the online booking and or the chat widgetted customer, we know 50 to 60% of leads don’t convert, right, even in the perfect world, and 90% of web forms don’t ever go anywhere, right? And that’s because web form goes in, there’s nobody really looking at those web forms, and if they do, they’re not really on top of the ball, and this is just wasted opportunity. So here’s why leads that don’t get followed up within 15 minutes or less go cold like they’re going to someone else. There’s too many options. There’s too much competition. The average customer has to be followed with five to seven times before booking. So we all optimize for the initial call and they book right online. But some people are like, they’re like, hey, I need to shop around. I need to talk to a couple other people. Let me follow back up with you. And most of us don’t follow through after the initial call at all, right? We just, we take the call. If it didn’t get booked, it’s gone, and that’s a missed opportunity. And the other big trend is that today’s customer would rather text message you or engage with you via text than have to have a phone conversation. So knowing that we can really, we can really put some automations and some technology in place to significantly improve our conversion rate. And so what we want to do is leverage automation to follow up with forms in the first two minutes. And that is easy, right? Form comes in, phone call goes out, text message goes out, instantaneous, so you catch that person while they’re still in the buying market, before they schedule with somebody else. And then we can automate the follow up through text message through four. Drops through voice AI and through two way text messaging, so that they’re touching again and again and again until they book or they say, Hey, you know what, I’ve already scheduled somewhere else, and they’re disengaged. And this can, this can really have a huge impact. Because if we can amp our conversion rate from 30% to 70% that makes a big difference in the financials, right? And we know that if we follow up quicker, if we leverage automation, if we put sequences in place, we can get that conversion rate up above 50 to 60% it really makes every single lead that you generate more valuable. And so we did develop a platform for this. It’s called Conversion amp, I’m not going to spend 45 minutes on this. I probably could. But what I would suggest is, if you’re interested in looking at this, it’s got all the automations built in, and you can go to conversion amp.com, and schedule a time, or maybe you can’t look at that. Chrissy, can you check is there an issue with our online book? We’ll get this squared away. This site gives you an idea of how the technology works, and then Christian just drop a link to schedule with you directly. Plumber, seo.net/schedule, but we’ve got it all the way through, from like their initial inquiry to they’ve scheduled, and we can use automation to warm them up, to follow up, to follow through and to get conversion. And what’s really exciting is now we can use AI to engage with the chat, right? And so don’t, don’t use this chat. I just got this up as a visual cue of an example of one of our clients leveraging two way chat AI. What we found with a lot of our clients is, yeah, I think the chat thing is great, but that means I’ve got to have one of my dispatchers with a web browser open or with an app open to chat with the person the minute they chat in, because if a minute passes on a chat, they’re gone right? They’ve gone somewhere else. The chat is sophisticated enough today that we could have somebody say, you know, hey, I’ve got this problem. Answer them right away, ask a follow up question, and then say, Hey, did you want to schedule a time? And then they say, Yes, awesome. What day works for you? And literally, soft book them without having somebody in the office have to deal with it. And so I was going to, you know, pull this up as an example here. But hey, you know it started with, well, how can we help you? I need to install a new AC system and say, great. Tell me. You know, what’s your share with me, your content details? We’ve already collected the lead, right? So think about a traditional web form check we’ve got the details so we can leverage automation to follow up. Ah, what’s the next step? Thanks for providing your information. Tim. Just to confirm this is Tim Brown, Tim burund, and kind of confirming the details. Yes, that’s right, not what’s the issue? It’s not cooling correctly. Need someone to come check it out. Oh, the next step would be to schedule service appointment, right? It offers dates and times. You could also link it directly to your scheduled system, right there. But this feels a little bit more authentic. And what’s cool is this is all done through AI, right? They wouldn’t realize it, but somebody isn’t. On the other end, it’s just AI, reading what they said, making sense of it, and then messaging back with the logical follow up. That technology is here, right? And if you’re not following up on your chat leads, or you don’t have chat on your website because you don’t have somebody that can do it, you should definitely consider leveraging AI for this in today’s market. And then the other thing, not for everybody. And so I don’t want to, I don’t want to, you know, freak anybody out, but voice AI is really good. And so if you’re, if you’re ringing after hours calls to a voicemail or to a like a voice answering service that doesn’t really understand the industry. This is a big opportunity. I’m just going to share a quick example of this. Some of you’re going to hate this and think it’s ridiculous. Some of you are going to love it. But the reality is, you know, if you’re not answering your calls and going to voicemail, you’re leaving money on the table. So I’m just going to play this example for you guys. So one of the big things coming in AI right now is AI voice and AI messaging. And so our team’s been working hard on how to set up AI voice to answer calls and to expedite solving problems for protect prospective customers and booking more jobs more quickly. Speed to lead, speed to booking is really the answer, so let’s test this out.

This call will be recorded for quality purposes. Hey, thank you for calling Bob’s Plumbing and cooling. Who do I have the pleasure of speaking with? Hi.

This is Josh.

Hi, Josh. Nice to meet you. How can I assist you today? Are you having any issues with your H back system? Actually, I’m having

an issue with the water heater right now. It’s just not it’s not heating the pipes, not heating the water. I need to have someone come check it out. Up.

Oh no, that sounds frustrating. It could be a problem with the heating element, or maybe even the thermostat. Let’s get someone out there to take a look. Could you tell me more about what’s been happening?

Yeah. I mean, like, just basically we, like, we go into the shower and the the water is hot for like a second, and then it it gets cold. And so we need to try and get it fixed ASAP.

Got it, Josh, that sounds like a real inconvenience. Let’s get this sorted out quickly for you. Could you please provide the service address and postal code? Yeah, it’s 13999,

old jams road, and that’s 33158, thanks

for that, Josh. And just to confirm, could you please provide your full name for the record?

Yes, it’s Josh Nelson.

Great. Josh Nelson, and is the best contact number for you, the one you’re calling from now,

yeah, that’s the best number,

perfect. And what’s your best email address, just in case we need to send you any details. It’s

Josh at plumber seo.net

Thanks, Josh. So let’s get you scheduled for a service appointment. How does tomorrow at 10am or Thursday at 2pm sound tomorrow

at 10 would be good, because could you get anyone out here later today?

I understand the urgency, but unfortunately, we don’t have any slots available for today. Let’s lock in tomorrow at 10am to get this resolved as soon as possible. Does that work for

you? Yeah, sure. That’s fine.

Great. I’ve got you scheduled for tomorrow at 10am Is there anything else I can help you with today?

No, I think that’s it.

All right, Josh, thanks for reaching out to Bob’s Plumbing and cooling. We’ll see you tomorrow at 10am Have a great day. So not too bad.

And we like you can. You can ask it a bunch of different questions that will come up with intelligent answers is only as good as the programming that you give it. How do you want it to address the customer? How do you want it to solve the problems? And so is the room for improvement? Absolutely. Is it better than going to a call center that doesn’t understand what you’re trying to do or going to a voicemail? 100% so in today’s market, if you’re going to a voicemail after hours, having an AI voice like this that can have a conversational tone with the prospect that can answer the questions, that can soft book the time, can be a massive improvement in conversion, because you’ve got a median answer 24 hours a day, seven days a week, and you’ve got people calling in and actually getting an answer and feeling like they’ve scheduled a time. So technology in the works, but just a quick demo of how, how close this AI voice is to to being ready for prime time. So John asked which? Which was the sample I think you’re asking. So that’s our platform, insight, conversion, amp, we can turn on AI voice. We can also turn on AI to a text messaging and so you know, if you’re interested, schedule a time, and we can definitely talk about getting that, getting that set up for you. We’ve got this big number of our clients, and it’s actually generating solid results. Some people don’t like it. I mean, completely frank there. There’s people that are like, is this an AI? And they’re really angry, right? And they hang up. But other people are like, is this an AI? And the thing will say, Yes, you know, I’m a virtual assistant here, but I’d like to try and get your problem solved. So, like, we’ve programmed it to address those types of, you know, pushbacks, and they can always just press, you know, zero, and it will go to your regular voicemail or your regular office, but I don’t think it’s for everybody’s got an amazing dispatch team that’s 24/7 that’s trained, that’s going to beat the AI every day, but if you’re going to a voicemail, the AI will absolutely outperform because you get an immediate answer to that person’s question, and they can actually soft book their their schedule. So we covered a lot of ground. We talked a lot about a lot of different things you can do on your website. Hopefully there were at least a couple of takeaways, maybe some insights on where things are headed with mobile and AI, maybe some very specific things you can change or modify on the website to improve the conversion rate on your workbook, I’ve given you a complete checklist. I hopefully if you can pick at least three things that are like, okay, these are three things I can action three things I can move forward. I feel like I served you well today, and you got some good insights and some good takeaways, if you’d like some help with this. Again, this is what we do. You know, we build websites, we optimize websites, we put marketing automation in place, and we put the strategies in place to drive traffic and to optimize the results. We’d love to connect with you. We’d love to do a complete evaluation of what you have in place and the way we structure this. It’s very low pressure like this. Isn’t a hard sales call, it’s not even a demo. If you’re interested, go to plumber, seo.net/schedule, we’ll get some details about your company, your website. Okay, the area you serve. And we’ll actually do a full evaluation. We’ll run a ranking report, we’ll look at the website, we’ll look at, you know, all of the conversion factors. And when we get together, you’ll be able to have a conversation about your marketing, your goals, and we’ll be able to show you, hey, look, it looks like you got everything awesome. And if it’s awesome, we’ll say it’s awesome, or we’ll say, hey, look, these are some areas for improvement that we would adjust. And if you’d like, here’s how we can work together, right? So if that sounds good and you’d like to have that, just review of what you have in place. You can go to plumber, seo.net/schedule, or call us at 866-610-4647,

so that’s the scoop. That’s what you’re you’re going to be able to walk away with. Does anybody have any burning questions? Feel free to put them into the chat. If you’ve got any any questions. Otherwise, we’re going to wrap up there. And thanks so much for your time. Thanks for hanging out today, and look forward to connecting with you, with you further. Thanks, Chelsea, all right. Well, thanks everybody. It’s been a blast. We’ll look forward to talking to you again real soon. Bye.