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How Paul The Plumber Tapped Into Your Unconverted Leads and Reduced Lead Cost By 50%

Attracting more leads is always desirable. But unknown to many, the unconverted existing leads are a gold mine. Here's how we helped Paul the Plumber tap into that potential.


Paul the Plumber is a full-service plumbing and HVAC company based in Derry, New Hampshire. With almost 300 leads per month, the company was doing well and soon planned to expand the business.

Their website was generating decent traffic, but they weren't getting the expected number of leads and calls. So they wanted to improve their marketing even further, especially when it came to lead conversions. 

When we started working with them, we began making some significant updates to their SEO and website.

The company saw significant improvements shortly after. They started generating more leads, from an average of 285 to over 460 per month. Simultaneously, their average cost per lead went down by 50%.

We at Plumbing & HVAC SEO managed to provide such great results mainly by updating their website. First, we made some essential improvements, refreshing the site and making it load faster. Then, we focused on building it to convert.

Conversion is a crucial point in marketing after all. Building up the number of leads isn't as significant as the number of people who actually make the call or message the company. 

In the case of Paul the Plumber, we aimed for an upwards of 20% conversion rate and managed to surpass it.

Converting existing leads is more valuable than attracting new ones, in most cases. Fortunately, several effective methods will allow you to take full advantage of your unconverted leads. Here are three ways to do just that.


Three Secrets to Turning Unconverted Leads into Customers

Successfully converting leads mostly comes down to three aspects - finding the right way to engage customers, following up quickly, and using automation to make the process fast and reliable.

While these aspects seem relatively straightforward, many businesses don't give them enough attention. This results in them missing out on a significant number of bookings.


Secret #1. Engage Customers the Right Way

A very efficient method of driving lead conversions is ensuring you're engaging customers in the most effective way possible. And this method comes down to finding out how potential customers wish to be engaged.

Take the case of web forms - a standard feature on many sites. Customers can fill in their contact information and submit the form to start the communication. 

However, the data shows that almost 90% of web forms fail to convert those leads. 

This might directly result from engaging customers the wrong way and not following up with the leads.

Statistics show that text messaging is much more effective than emails or phone calls when it comes to how you contact a customer. 

The vast majority of people open and respond to text messages within three minutes in the U.S., where the average consumer is five times more likely to send and receive a text than a phone call.

The data clearly show that texting is how most people want to engage, which shouldn't be ignored. Those who don't follow up with text messages might be leaving money on the table. 

Contractors who understand and leverage this concept will have a significant head start on the market.


Secret #2. Follow Up Quickly

Following up as soon as possible is crucial for lead conversions. Likewise, waiting for too long is almost guaranteed to drive off potential customers.

If you wait for more than 15 minutes before following up, the lead's likely to go cold. In fact, following up within the first five minutes has shown to be significantly more effective than doing so after half an hour.

When it comes to plumbing and HVAC problems, people are likely looking for the fastest, most straightforward solution. They are searching for the right service and probably not willing to wait a long time for a company to reply. After 30, or even 15, minutes, it's almost certain the customer has moved on in their search.

This leaves a narrow window of opportunity for conversion. 

Quickly following up is proven to be 20 times more effective. And about half of generated leads go with the business that responds first, which presents a massive advantage.

Obviously, it would be best to follow up on every lead immediately. And the best way to do so is to take advantage of automation.


Secret #3. Leverage Automation

To provide a reply and follow up with every lead manually, your company would need to hire additional staff. But they would likely struggle to engage the customers efficiently.

That's where automation comes in. 

Today’s technology can make the entire process quite straightforward. Ideally, you could ensure that every lead gets an email, a text message, and a call within 30 seconds of submission.

Having such a rapid reaction and outreach is very advantageous, and no office staff member will be able to outperform an automated system in that regard.

The whole process starts with a lead coming in and leaving their contact information. Then, the system confirms receipt and follows up with the lead using texts and emails, and your team gets notified about it. Finally, your company contacts the customer and uses the opportunity.

Automation can take care of about 70% of the booking process, from the initial text to scheduling an appointment.

A quick automated follow-up can double or triple your conversion rates in no time. But that's not the only advantage. 

With proper automation, you can ensure every lead is followed up via email, text, and phone at least seven times, making sure the customer remembers your company.

This is the nurturing aspect of automation. It helps to secure those customers that were interested in your service but were too busy or didn't book it yet for some other reason.


Create New Opportunities from Existing Leads

Missing out on converting existing leads is an unnecessary setback for your business. Luckily, it's not very complicated to remedy that issue. 

If you follow the guidelines explained above, you can start engaging those potential customers and use those unexplored opportunities.

If you’d like to discuss how you can generate better results online, let’s schedule a time to chat. You can pick a time that works for you now by going to


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