Your website is the HUB. All your potential customers stop there & check it out before deciding if they will call and possibly do business with you. If your website is not built to convert it will bring down the effectiveness of all the other marketing you do.
In this session, Josh unpacks exactly what you can do to double or even triple the conversion of your website traffic & more importantly how to double or triple the conversion of your leads into booked jobs.
What You're Going to Learn
- 5 critical elements that enhance conversion - We will share the 5 critical elements you may be missing that can significantly increase the number of leads and calls coming in from your website.
- Where to place your phone number & social proof - We've found that placing your phone number and social proof in the right place can have a major impact on conversion. This is a simple but often overlooked conversion tactic.
- A simple trick to convert your visitors that don't call on the first visit - More than 70% of your visitors don't call. We will share a simple strategy for keeping in front of those buyers and double the chance of getting the call.
All right, hello, and welcome. I’m so glad to have you guys with us. So excited for today’s session, we’re gonna be talking all about how to maximize the conversion rate from the leads that you’re generating on your website. And, you know, this is one of those topics I love to get nerdy on, I love to go deep with, but I also find it to be really practical. So you know, if you run a plumbing, HVAC, electrical home service business, you’re gonna get lots of insights on little things you can change with your website to generate more leads from the traffic that you already have. And ideally, also to convert more of the leads you generate into book jobs, right. And so just let me know in the comments here, if you find that the chat box, give me a one in comments, if I can give you a couple of insights to generate better results from your website, and better conversion of your leads, you’ll feel like this is a good use of today’s time. All right, once a couple of ones coming in, keep let’s try and keep this interactive, I like to make these sessions interactive. And, you know, to the extent you you engage with me,
the better two way conversation we can have Okay, Jose, Derek, John, one’s coming in now. Perfect, really, really appreciate that up. So you know, what I, when I do any of my content, and any of these webinars and trainings that I do, I like to look at it through the lens of this accelerated growth model. And really, our goal for you is to show you a model to triple your sales over the next 12 to 24 months. And that really boils down to driving leads and maximizing conversion and optimizing results, right. And it all more specific aspect of this in the last training I did. And you can go look it up how to triple your sales by getting your marketing, right, I unpacked this, this entire model and kind of went high level on the key things you can do to drive leads organic paid database marketing to your existing customers, maximize conversion with your website, your reputation, and leveraging automation. And then to optimize the results, like really figuring out how much you should be spending to hit your goals. What’s your average cost per lead is to optimize for that, and then really optimizing everything you do around return on investment. But today, what we’re going to focus on is this this area right here on how to maximize the conversion of your website and the conversion of the leads that you generate into sales. And, you know, really, if you look at our digital dominance method and the key things you want to put in place to really dominate your local market and maximize your lead flow. Scott sits over here in the organic side of the equation, your website needs to be strong before you start spending a lot of money on SEO before you start spending a lot of money on paid search even before you start spending money on a lot of different areas. But then as it is strong, there’s so many different strategies that you can implement over time to turn up the lead flow and generate better results online. So this kind of sits nicely here in the organic side of the equation kind of a predecessor to your entire lead generation strategy for your plumbing, HVAC, electrical business, a little bit of housekeeping if you could, it really helps me out to make this as interactive as possible, you know, close, close the other tabs that you might have open, turn off the cell phone, definitely close Facebook. Let’s just give this our undivided attention for the next 45 minutes to an hour. I promised to bring the value. I promised to give you some great insights to generate better results online. And just give me one of the comments if you’re good with these rules of engagement for today’s session.
Awesome. All right. Thank you guys appreciate that. So who am I? Why should you listen? Maybe you know who I am because you’re on this session. My name is Josh Nelson. I’m the founder and CEO of plumber and plumbing H back SEO. I’m the author of the book, How to triple your sales by getting your internet marketing, right. We’re active in almost all of the association and groups PHCC que se NexStar service roundtable CEO Warner, a lot of my content and trainings have been published in the industry magazines and publications. But I’d say more important than any of that stuff. The reason you should listen to me is because at this point, I’ve had the opportunity to work with hundreds of plumbing, HVAC, electrical contractors all over the country and international as well. And we don’t see a lot of them go from not generally great results online to the point where they’re now the dominant players in their market, a lot of them generating hundreds and hundreds and hundreds of leads every single month. Many of them that you can see on the screen have seen over a million dollars in revenue growth in the time that we’ve had to work with them. So what I share with you and what I’m gonna be sharing on today’s webinar isn’t based on theory. It’s not based on like some book that I read somewhere a blog post that I looked up, it’s based on our world world experience in the trenches with home service companies, just like yours. And this is this is what we do. Plumbing H SEO is a digital marketing agency that specializes in this industry. We got a great
proven model. So today we’re talking informational. But if you’re like, hey, you know what I’d like to have you guys build my website like that I’d like to have you kind of run that accelerated growth model to generate better results online, you’re in the market for that, we’d love the opportunity to check in with you and do a free evaluation. If you’re interested in that, you can go to plumber, SEO dotnet, slash schedule, Christian, just put it in the comments. It’s complimentary, like today, we’re going to talk information. But if you want to analysis of your specific situation, we’ll do that for you. And it’s completely free. And, you know, we’ll show you where there’s room for improvement. And if it makes sense, we’ll we’ll talk about how we can put our strategies to place for you. So let’s get into it. Let’s get into the session. And I always like to start the sessions with really thinking about what the issue is what the problem is that makes even paying attention to the session makes sense. The problem is, most of you guys have a large investment in your marketing, right? Give me a one or $1 sign in the comments. If you feel like you spent a lot of money like either in websites or SEO or pay per click or local service ads, or some other branding, lots of dollar signs in here, right? The fact is the home service industry, plumbing HVAC, specifically, you guys spend a lot of money on your on your marketing.
And oftentimes, we’re able to generate traffic, right, let’s, let’s say you’re spending some money, and you can get visitors to your website, maybe you get hundreds or 1000s of visitors getting your website every month, but there’s usually not enough leads coming out of the investment. Right? I think all of us, all of us are are willing to spend $1,000, in whatever we’re doing, if we know that we’re gonna get $5,000 or more in ROI, right? If they’ve got a three to five times return on investment, we would do that give me a type ROI in the comments. If you believe like, hey, if I can spend $1 and get five in return, I’ll spend that dollar on all day. The problem I see with most Muslim service companies is they’re spending the dollar, but they’re only getting like $1 back or $2 back and it just barely breaks even in most cases.
And so when we get lower ROI that leads to other problems, right? It leads to not wanting to spend the money, it leads to not being able to grow. But I think the biggest problem is it leads to park trucks and empty schedules, right? If you’re spending money in your marketing, and you’re not getting return on investment, right, if you’re not able to generate the lead flow and the book jobs that you need, you wind up with poor trucks, and the big industry challenge isn’t necessarily lead generation. Right. And a lot of you guys’s cases, you know, I have no problem with leads, I’ve got plenty of sales opportunities, I just don’t have enough technicians type that in the comments technicians for me, if that’s the bottleneck you face, it’s like, hey, if I just had technicians that were trained, that could go on and do the work and kind of hold the standard that I built for my business.
You know, I could grow to the moon right, just type technicians, if that’s an issue, right technicians is what I’m seeing here. So this, to me is the biggest reason you have to optimize your marketing the reason you have to make sure your website is built to convert, and you’ve got strategies to convert your leads into sales. Because Dan Kennedy, if you’ve ever if you’re big into direct response, which not not all of us are. But Dan Kennedy is famously quoted as saying, the person that wins is the one that can spend the most to acquire a customer, right. And so if you’ve got a strategy where you can spend more to acquire customers, you’re gonna win the day, because you can spend more, you can hire the best technicians, you can create great incentive plans. But if you’re not converting your lead flow,
then you’re going to struggle, right. And if you wind up with parked trucks, you lose some of those technicians that you have trained that you have put in place. That’s a pretty, pretty important thing to solve for. And if we don’t generate enough leads for the investment, we can’t grow. So the opportunity and really what we’re going to be doing on today’s session, what I’m excited about unpacking with you and showing you how to build a great website that’s built to convert, right, whether you hire us, when you do it yourself or you kind of just get with your current provider, I’m going to give you some very specific things you can do to maximize the conversion rate of your website. Consistently convert the visitors that we have on the site, whether they came from SEO, or they came from pay per click, or they came from seeing your truck, convert as many of them into leads and sales, make sure that you’ve got a full calendar with the trucks running and that you’re not just generating leads, but you’re generating leads that convert into book jobs. And what I find is when you saw for this, right, you’ve got a good strategy to convert the lead flow and you can generate more and more traffic, qualified traffic in the local market. You’re gonna have momentum and consistent growth in your business. And so really, that’s that’s what we’re focused on today. And that’s what we’re going to be getting into.
I really believe that your website is the hub, right? And the reason we need to make sure the website is built to convert is because regardless of how somebody arrived
Jr world, or regardless of how they found out about you, maybe they saw your truck or they saw a billboard or they ran a Google search, and you happen to come up organically or in the paid listings, regardless of what marketing mechanism they found you through. In every case, they’re going to wind up on your website, whether it’s on the desktop, or whether it’s on their mobile phone, before they call before they convert, in most cases, they’re going to wind up on your site. And so if your website isn’t converting at a healthy level, it’s going to bring all of the marketing that you have in place down. And so there’s very specific things we can do to really improve the conversion rate from visitor to color. And just one last scenario here that I want to paint. Hopefully, this is large enough for everybody to see, let’s just say you get 1500 visitors per month coming to your website, and they’re through organic or paid or whatever the mechanism is mechanism is, and you convert 5% of the visitors into leads, which is, unfortunately, about the norm. You know, if you don’t have a great optimized strategy for your website for the content on the site, and the conversion factors, it’s gonna be somewhere between five and 10%. So let’s just say you’re converting at 5%. That would mean for that traffic, you get 75 leads, either they called in, they submitted a form or they started chatting at 75 leads. And let’s say you convert 30% of your leads into book jobs, right, some of you guys convert much higher, maybe some of you lower, but let’s just use that as an average that when we have 20 to book jobs, let’s just say average ticket is 450, you generate $10,000, in revenue off those 1500 visitors. Now I’m going to show you today, you can easily ripple at least triple the conversion rate from the visitors on your website into lead flow. And we’re going to show you specifically what you can do to make that a reality. So let’s say we don’t do anything else from traffic, we don’t spend another dollar on SEO or pay per click or do anything to get more visitors to the site, we just keep that constant, but we increase our conversion rate from 5% to 15%. Still a relatively low bar in my mind, but let’s say you can just improve it to 15%. For the same traffic, you would generate 222 leads, let’s say we keep the 30% conversion rate where it is at 67 book jobs at an average of 450. That’s a $30,000 revenue generated without spending another dollar on ads without spending another dollar on SEO. So this is really, really important. And what I’m going to be showing you today is a number of examples of websites in the plumbing HVAC home service space, converting at greater than 30%. So you know, I think the minimum bar we should be shooting for is like 20% of a wanting to be optimizing to get north of 30% conversion rate. And what’s great as most of you, just by making a couple of tweaks to the website, and the way that the content is structured, will make a massive difference in the amount of revenue that you’re able to generate. And again, when you’re generating more leads from the traffic you already have, you can start to spend more on your leads, you can spend a little bit more on Google ads, you can spend a little bit more on SEO, because you know more of those leads are going to convert into leads, right and more of those leads are going to convert into book jobs. So a tactical example and I’m gonna just gonna show this example. And then we’re gonna get right into the content. Tactical example, ladies is a company based in Fargo, North Dakota, they do plumbing, HVAC, electrical and remodeling. Over here on the left was when we started working with them, they had a very basic website, it was not optimized for conversion. And we rolled out an updated version of the site with all of the elements I’m going to be showing you today that you can put in place that will three to 10x, the conversion rate from from visitor to lead. And so we put that in place, I just want to show you looking at all the call trackers, we do track the number of leads through the website, we track the effectiveness of the website, de, when we initially rolled out the site, we’re averaging about 55 leads per month via their website. So not bad, but not great. Obviously, the website was converting at a very, very low level, we rolled out the new version. And without changing anything with traffic without improving any of the rankings, we saw their lead flow increase the 370 leads directly via the website. So this can have a huge impact on on your results, right. And if you can just get a couple of these things rolled out, they can make a really, really big difference on that. So I’ll just kind of show you current kind of cut some of the current stats for this particular client. They spend about $2,500 a month in their online marketing, we track over 930 leads per month, like they’re just a conversion machine. They’re also really well branded in that area of Fargo, North Dakota. And you know, 326 of those leads come from organic 568 come from Google Maps 36 from the web forms that get submitted on the site. I’m really what I want you to see here like if you kind of analyze this
Oh, it’s 15 198 leads. And so I want to I’m going to show you guys specific examples of the conversion rate that these websites generate like 30 to 40% in some cases, and when you do that, you can just get an average cost per lead, which is which is really really affordable.
So let’s let’s get into the to the specifics here, I’ve got a workbook for you guys if you go to plumber, SEO dotnet slash conversion dash workbook, or Christian has dropped into the chat Christian or Rick, if you could drop into the chat again, this workbook will just help you track along, you’ll be able to access some of the examples, you’ll be able to look at the at the checklist of things you want to focus on in order to improve your conversion rates. There you go, Christian just dropped it in.
So what do we do now? So I’m going to shift here to sharing my screen because it’d be easier for you guys to see this from my screen. One second.
All right. Just give me one of the comments if you’ve been able to pull up this workbook, by the way, just so I know, one of the comments if you were able to pull up the workbook on Google
Alexandre Luna, okay, fantastic.
Okay, so the critical elements, and I’m not going to spend a lot of time on bullets, because nobody likes to think of bullets, but it helps kind of explain, I’m gonna show visuals of all of this as we go.
The first first and most important thing you can do to improve the conversion rate
on your website, is to make sure you’re speaking to your target avatar, right? The fact is your customer, that homeowner that’s got the broken, broken toilet, or the leaky faucet or the AC that’s not working, they have a problem that they need solved. They have fears and frustrations. And so if the content of your website can enter their conversation that’s in their mind, you can really improve your conversion rates, I’ll share some examples of how you break their subconscious and make sure that your messaging speaks directly to them. So they choose you versus the competition. That that has a huge impact. Number two, is making sure that you’re being real and authentic. When we find this, people want to do business with other human beings. They want to do business with people they know, like and trust. And so to the extent that your website has real pictures of the real people within your team, or the owner, specifically, and the pictures of the truck, people resonate with that, like, Okay, that’s a real person. These are real, you know, people on the other side of this website that are actually going to come to my house and care about my situation and get this solved for me, we found that having authentic imagery on the website has a big impact on conversion rate. So we’ll talk about that specifically. Number three is leveraging multimedia. And that’s today it’s so easy to have video of yourself say Hey, welcome to the website, we’re a full service plumbing, HVAC, electrical company serving the Dallas area, you know, people that need to have same day service and have these problems solve love to do business with us. Because we answer the phone live, we show up on time. Like if you can incorporate video that welcomes them to the website and speaks to their challenges in their frustrations. You can really improve your conversion rate, leveraging social proof, right at the end of the day, you could say you’re great. But what really people want to know is how many reviews do you have? What are other customers saying about you. And so leveraging social proof can really improve your conversion rate, having some of the fundamental things in place, phone number in the top right hand corner, ensuring that there’s a webform, where they can submit a request ensuring that there’s an opportunity to engage via chat or book directly online can have a huge impact on your conversion rates, ensuring that you have clear call to action. So as we scroll through your website, we’re gonna get to practical examples here in a second. But as we scroll through, are we telling them what to do next? Like are we specifically saying call our office at this number click here to start a chat? Like Are we really really giving them a clear call to action, leveraging special offers and coupons. incentivize them to do business with you have the opportunity to engage via chat or text you right I’m going to tell you like giving them the opportunity to start a text message and know that that’s going to solve we’re finding can have a huge impact on conversion rates, giving them the opportunity to book online. Knowing that the site speed is mission critical. The website has to load faster with that really in impacts your conversion rate. And then the one thing most plumbing and HVAC companies aren’t doing that can just be a game changer in terms of your results is leveraging automation, after the lead comes in after they submit that form after they start that chat. using marketing automation can really really improve your conversion rates. So we’re gonna get into the
specifics here, what I wanted to kind of paint the high level picture of what you want to be thinking about what the key things are. And this is in your workbook. And then we can get right into the real examples and like the real how to on this stuff.
So the first question in your workbook says, What’s the one element that will have the biggest impact on your marketing results over time? But one element, somebody typed into the chat? What do you think it is? What’s one element that has a huge impact in your overall results? I’ll give you like a couple seconds to think about it or typing your workload or somebody put it into the chat for me.
irresistible offer says here, yes, that will have a huge impact as well.
Live callbacks responding fast? Yes, yes, yes, all of that has an impact. Really, the number one thing that will impact all your marketing efforts is your ability to convert
traffic into leads, right, if you’re not able to convert at a high level, none of your marketing is going to work, right. And the same thing is the ability to convert leads into book jobs, right? If you’re not converting, you’re not going to get an ROI, you’re not going to be able to continue to scale the budget, you’re not going to be able to take things to the next level. So the answer there is conversion and really conversion from some from visitor to lead and from lead into sale. And so I’m gonna show you a live example of this. And then we’re gonna get into some very, very specific examples. But hopefully, you guys are all tracking along with me as we as we go through this process. A great example of a website that’s truly built to convert and generates great results is our client Valley plumbing. And they’re based in the Salt Lake City area. They’re, they’re a plumbing drain cleaning service provider. And I’m going to talk about the key elements, I’m going to show you how well this website converts visitors into leads. And hopefully, you’ll be able to kind of see exactly how you can implement this kind of thing for yourself. So couple of things on our bucket list are things we want to focus on. Fundamentally, always, you want to have the phone number in the top right hand corner of your website, that’s where the eyes naturally gravitate to. And heatmap studies, we kind of track this, the mouse tends to rotate up here. So we want to have that phone number in the top right hand corner.
We want to leverage authenticity, right? So you can see, we get pictures of the owners of the business, and they’re smiling in their trucks. And it’s really well branded, and you just get a sense, this is a real company, that’s going to take care of me, they’re going to do a good job. And so having that the authentic imagery. And if you don’t have a big team, then it’s just you as the owner, right? If you do have a big team that we want to have you and the team and it’s just kind of that visual has a huge impact on your conversion rates. Making sure that the messaging speaks directly to the customer avatar, really, they want to know are you going to answer live, you’re gonna show up on time. So saying you’ve got 24 hour service, providing exceptional service and quality workmanship, 24 hours a day, and then making it easy for this person to determine whether they want to do business with you without having to read through. From an SEO perspective, we want lots of content for the technical buyer, we want to give them lots of information. And so yeah, we can we can put a lot of content and multimedia and all that other stuff. But above the fold, which is like a digital marketing term above the fold before they have to scroll, we want to tell a story that gives them exactly what they need to convert, right? Professionalism, authenticity with trucks opportunity to book online phone number to make a phone call, place to chat right on the website.
They can make a decision. And I think most people do based on our studies, just based on this little snapshot right here. They don’t have to scroll, and also making sure that the website is mobile friendly, right? It’s hard to see it in this way. But you want to make sure that the website orients. When they pull up the phone, they can easily see everything needed to see they can click a button and call your office, it fits nicely into their mobile phone device. Regardless if they’re on an iPhone or an Android or something else. Think about the mobile experience of your customer and make sure that it does. It makes it easy for them to engage. They don’t want to read as much. They don’t want to have to scroll as much on their mobile phone. So those are some of the key things. Really, there’s three ways we’re finding that people want to interact with your plumbing HVAC, or Home Service website.
The traditional, like
maybe a little bit older generation want to call and almost all of you from what we see, really want to focus on the phone call, right because you’ve got CSR and you’re good at answering the phone and your business is optimized for let’s generate phone calls. And yes, we want phone calls. I think there’s a certain portion of your population that will want to take a phone call.
But what we’re finding more conversions, how
happening today and where the big opportunity is for you, if you’re forward thinking with your marketing is giving them the opportunity to book directly online to pick a time and have it done, or to start a chat, ideally via a two way text message where they can ask question, they can find availability, and they can schedule their call. And so those are the three conversion factors, we want to have phone number in the top right hand corner where they can call if that’s what they want to do, or click to call right from the mobile phone, the ability to book directly on the site, and or the ability to chat, if you don’t have those three options, you’re going to be missing a portion of your customer base or the conversion rates on your website.
And you just think about how the industry is evolving or how our marketplace is evolving as a whole. It used to be if you needed a someone to take you from point A to point B in a car, you dial a number taxi cab service would calm an ugly yellow cab would show up at your house and you get into this crusty vehicle and you drive to wherever you want to go. Today, the Uber eyes version, the Lyft version of our of our marketplace is totally different. Right? There’s an app where you can just choose the kind of car you want, pick the time they show up, you get charged, you don’t even have to pay money, it just all runs to your credit card.
And that’s where your consumer mindset is right now. They want to be pampered, they want things to be easy. They don’t want to have to make a phone call and jump through a bunch of hoops. Today’s customer and tomorrow’s customers even going to be more along those lines. And so use the technology like they have in service Titan and schedule engine and conversion amp and housecall Pro, let your customers choose the time, and what kind of like map out the service offering that they need and have that chat button on the site. Give me one of the comments if that makes sense. You know, like really, you want to think about how your customer really wants to convert a couple of guys you sent send like live callback and response time and speedily. Like if you can just eliminate that and make it really easy for them to schedule in. So a lot of your customers will do it, right, and you’re gonna have a much better conversion experience, if you have these other conversion factors in place. Now, there are certain customers that want to read. And from an SEO perspective, we got to have a lot of content on the website. And so yeah, we want to talk about you know, the different things that you do and the different services you provide and showcase some of the organizations that you’re a part of, we want to leverage, you know, good healthy imagery, ideally not stock imagery, but professional imagery of you, your technicians, your team, you want to showcase your reviews and what other customers are saying about you in your marketplace, the valley Plumbing has got 2893 reviews on their website. So that’s, that’s going to carry some weight, right? Multimedia, have a video that they can play. So learn about who you are and what you do and why you stand out certain customers really want to feel that they know like and trust you before they have to do business with you leverage the coupon. So like we infuse all of these different factors into the website to improve the conversion rate to improve the customer experience, and ultimately to improve the results of the of the marketing. And so that’s that’s a great example of a website that’s built to convert, I’m going to show you this now, hopefully, is my screen still showing? Yeah, it should still be showing.
So here we here we are, you can see $10,000 Spend 550 leads generated about $18 per lead. And you can see leads coming from organic pay per click Google Maps. If we drill down just on the organic part of the equation, and we track this, this is the metric that we look very closely at 3317 visitors generated that number of leads, which means the website converted 35% of visitors into leads. Right so at the beginning, I’ll show you example like five to 15%. Here’s a website. And a brand that’s really optimized to convert is converting north of 35%. I’m going to show another example I won’t go nearly as deep but I just want to give you guys some some context and some examples of this. And then just type examples in the comments if this is helpful to see some real world examples of of websites and how we’re structuring them to really improve the conversion rate. So this is Meridian company. They’re based in East Lansing, Michigan, Allen says examples. Thank you phone number, the top right hand corner ability to schedule the service. The chat widget might just be off at this moment. But really, using that personality authenticity, we can see there’s a real company with real trucks. Really speaking to the customer avatar, I think this is a good example of entering that conversation that’s in their head, right? They want to know that you’re gonna show up on time they want to know that you’re trustworthy, they want to know that you’re going to have their back should something go wrong. So we got always ready trusted technicians, professionals, full service solutions.
community minded satisfaction guaranteed really speaks to that customer like where they’re at. And it’s not talking about mumbo jumbo. But it’s really hitting the customer exactly where they sit, video based case study testimonials of what other customers have said about their experience working with them the ability to turn into a forum and start a conversation. Again, a lot of these fundamentals are in place that make all the difference in terms of how well this website converts.
And so if we look at the metrics here, I hit the slideshow button again, because I need to get back. So $7,000 marketing spend 677 leads generate an average of $11.65 per lead, you can kind of see the breakdown of where that those leads come from. If we get into the specifics, 1454.
Visits are unique sessions, foreign and 95 leads generated that’s a 32% conversion rate from visitor to caller. So just another really good example of, you know, these little things, right, you might think it’s not that big of a deal. But when you get the fundamentals right, it makes all the difference in how well the website converts, right. So here’s
here is next go plumbing, we’ve got the ability to schedule, right get right in and schedule a time, we’ve got that offered in a couple places, we get the phone number, the top right hand corner, we’ve got the ability to engage in a two way text message which your customers want. And they they love, a great mobile experience where we can clearly see the information we need. But we can also click to call and jump to just the key things we probably would want to see if we’re on a mobile device. We’ve got the case studies and social media, testimonials, and the personality and authenticity, really seeing those owners seeing the people behind the business, which again, is a hallmark of effective conversion for your plumbing HVAC, home service business. And so I’m just going to hit the hit some of the metrics here, you can see $5,000 Or give or take $5,800 in ads in marketing, SEO, pay per click strategy 530 leads tracked and this is on a monthly basis. It’s an average of $10.99 per lead. And then really, the beauty here is 1000 or so sessions 700 and change leads. Actually, that’s not leads. Looking at the previous screen there you can see a 38% conversion rate from visitor to lead.
And so hopefully this is this is helpful and kind of seeing some of these examples. Now let’s think about what you need to do within your website in order to maximize your conversion rates and how we can help make sure that your website converts. At that level.
I do have a cheat sheet for you. You don’t need to pull this up because it’s on the Google Doc that I shared with you guys. But it really the key fundamentals right visually speaking, where we want to put the chat widget where we want to put the logo where we want to put the phone number, and this is really our experience working with hundreds and now at this point probably rolling out over well over 300 Plumbing HVAC Home Service websites, what we found works well and how we can consistently get north of 30% conversion from lead to color. And so like I said, it really comes down to if you can see Joe Jones through Joe Jones eyes that you can sell what Joe Jones buys, right, and this is going deep into your customer avatar and thinking about what are their pains and frustrations? What are their goals and desires? What are their fears and implications? What are their dreams and aspirations. And really what we found a studying the home service industry specifically plumbing, HVAC, electrical, you know, your customer tends to be the homeowner 35 years plus, typically the female is involved in the buying decision married with two to three kids. They’re the head of the household, they have more than $65,000 annual income. And this varies from market to market. They’re family oriented, they’re reliable, easily frustrated. They like to please people and expect the same in return. Not super handy. Like they just want they don’t know how to fix it. They know that they need it fixed. live in the suburbs, they take an interest in their community. Right. So what’s your customer avatar? What is it in your specific market? The better you know your customer, the better you can craft the messaging, on your website, in your ads and in your follow up messaging? What are their fears and frustrations right there. They’re annoyed that they’re things not working. They can’t get anyone to answer the phone. Right? If you if you really check with your customers when they need your service, their experiences. They’re picking up the phone, they’re calling a dozen different companies. The companies aren’t answering they don’t have texts available and they’re just they just need to problem solve right so they want someone that will answer the phone live. They need to get the plumbing issue resolved. They’re too busy to deal with it right your your customer is super busy, right and this is a
outside of their timeframe situation that they need to deal with. And they’re worried that it could it could be problematic, or they might get overcharged, there might be, you know, some issue that happens. So their fears, and again, this is important, you understand this and you think this through, because the better you understand your customer, the better you can write the messaging, the better you write the messaging, the better the website will convert, right, so really thinking this stuff through there, they’re afraid they’re gonna get ripped off or overcharge, they’re gonna pay too much for something they could have gotten for significantly less, the house might be damaged by poor workmanship, they’re gonna have to wait around for the technician to arrive. Like they all the guy told me to be there, he’d be there. And it’s 245. And they’re still not here. And I called the office and I took this little time off, and now I’m gonna have to, you know, apologize to my boss, like, that’s a big fear of theirs.
Being inconvenience, trying to coordinate with the technician may cause a disaster, you know, Bill, Bill is going to be more than they can afford, I didn’t really they just want the problem to be solved. And so you know, Cliff Notes here, right? If you really understand your customer, and you really understand their fears, their frustrations, their wants, and their desires, you can make sure that your messaging hits those hot buttons for them, right. And so what we found, you know, again, working on hundreds of these websites, at this point, the message you need to hit that usually works best is we’ve got same day service or emergency service, 24 hour service on time service, really hammer that because that’s a key, fundamental things, they’re all always worried about. Straightforward pricing, upfront pricing, Satisfaction Guaranteed, that they’re not going to, like get hosed. Right, you’re going to take care of they’re going to offer them a fair price. And you’ve got trustworthy technicians, trusted technicians, experienced technicians, if you can get some combination of those three hot buttons into the messaging above the fold, and hammer that again and again, and again, you will be more effectively entering the conversation that’s in your customers mind, which is going to help them choose you prevent them from clicking the Back button and going to the next company. And if you answer live almost every time make sure you call that out live answered 24 hours a day technician will get there within 24 hours like those things make a huge, different difference. So hopefully this is this is tracking for you guys. I know that I went deep on messaging and when we think about the website, oh, well, how important is the messaging? Well, the messaging is super important. So just give me a one if that makes sense. If you’re still here, I haven’t totally lost you with with some of this top track that I’m going down right now. But really, up to the point that you can hit always ready trusted technicians professional, full service, community minded Satisfaction Guaranteed, you’re going to convert better, right, it’s going to generate better results. We want to be real and authentic. I showed you a bunch of examples where like using video, having real pictures of your real people on the website. Huge, huge impact.
Having those pictures of the team, if you can get an image like this, where they can see the team and the owner front and center that just goes a long, long ways.
We want to leverage multimedia. And you can be as simple as a website on the homepage. Hey, here’s where we are, here’s what we do. Or you can be more complex and have videos for each of the pages. So if they get on the drain cleaning page, or the indoor air quality page, hey, if you’re on this page, you’re probably having an issue with your home’s indoor air quality, right? We’re the specialists in this area, we understand all of these different things. And we can get someone out there today to assess your your air quality issues and get them resolved. Right. If you message that way, and you get a video that kind of goes along with it, you’re going to convert really, really well. And you’re also going to generate better SEO results, you need to be able to convert more traffic from your website, showcase social proof, like really hammering home, how many reviews you have what people are saying about you, if you get video testimonials, that’s a bonus that works really, really well. And there’s lots of tools that will help you kind of calculate the number of reviews you have from across the web, and showcase it on the website and make it easy for the customer. See, wow, they’ve got hundreds of reviews, they must be pretty good. And make sure you’re showing them the source of those reviews as well.
And then make sure that you’ve got the fundamentals, give them the opportunity to schedule right, have that schedule for him front and center.
Make sure that you’ve you’ve got you know the phone number in the top right hand corner.
Make sure that you tell them what to do next, right when we get to the bottom of the site or when we scroll down to the end of the page. Don’t just end it with whatever your paragraph was ended with. Hey, call us at this number. Click here to schedule a call or click here to start a chat. Like tell them exactly what the next step is that you want them to take. We found, especially with paid search, if we want to convert, offering special incentives that are congruent with the page that they landed on, can work really well. So all
All things being equal, if you get a good website that speaks to their their fears, their frustrations, their concerns, and you say, Hey, by the way, we do, here’s a coupon for $250 off, you know, a bathroom remodel on the bathroom remodeling page, they’re more likely to be like, Okay, I’m gonna contact these guys, I’m gonna take advantage of this incentive this reason to do business.
You know, if I said it once, I’ll say it 100 times more of your visitors are getting to the website via mobile than they are on desktop. And so we all want pretty websites that look really good. But the reality is, you want to pay attention to how your website looks on the mobile phone. So be sure that it’s very, very well optimized for for the mobile experience. Now, when I recommend you go ahead and pull up your website right now, on your mobile phone, just pull it up, go to whatever your website is. And look at it. Right, how does it look? Are you able to click a button and call if not, like, go fix that right now? Like figure out a way to make sure that the website has a click the call button? does it all fit? Does it all Orient? Or do you have to pinch the screen? Give me a one if your website looks good to go on mobile, like you feel like bam, it’s good. I’m able to click to call it fits or two if like, wow, there’s an opportunity for improvement here. My website looks cool on on desktop, but on mobile, there might be a problem. Awesome. So you guys are just checking like, yep, websites, good on mobile, some of you this might be this might be the opportunity. The other thing that’s really important, especially since mobile is more optimized for conversion on on calls than desktop, make sure that when they hit the call button, it actually opens up the dialog box to be dialing your office, as opposed to them having to copy and paste the number, that’s a minor, it’s a minor thing. But we found it can like it can really tank the results of mobile traffic visitors to calls. If they if they have to copy and paste and redo this, like forget it, I’m going to a different mobile site where it’s easier for me to do what I’m trying to do here. So that’s just something to look look at as well.
And then I talked about this as we’re going through the live examples, but it’s really, really important.
Only five to 10% of your visitors are going to take the action that you want call or submit a form
9% Leave like they’re going to leave the site, they’re going to move on. And so make sure they have the opportunity to chat with you. Or make sure they have the opportunity to convert by booking a time on your calendar. Consider live chat, right, and we’ve got a great tool called Conversion app, we’ll talk about it here in a second, that gives your customers the ability to engage in a two way text conversation. Right and they love it. Customers just love to feel like man, I’m chatting with the company. And they’re telling me when they’re available. And I don’t have to call in this in and of itself can have like a doubling of the conversion rate from visitors to your website. So have that little button where they can start a chat conversation and either chat with a live dialogue, or my preference would be chat via to a text message where it takes it off your website. And they’re just they’ve got a text on your company saying, Hey, how can we help, and they’re about finding someone to come out to my house for this. And then someone on your team could say, Great, here’s the link to the schedule, we can book this. And give me a one right now if you’ve already got chat on your website, or two, if not, and it’s like, hey, that’s something I think we could put in place that would improve our conversion rates.
All right, fantastic. So really, we covered a lot when I talked about all of the key things you can do to improve your conversion rates on from visitors to leads, I want you guys in your workbook, just to take a couple of minutes and pick the top three, what are three things you can put in place to improve the conversion rate from visitor to color on your site? Right? The thing I don’t want is for this to be a theory session, like what are three things could it be like I’m gonna put a chat widget on my site, I’m going to enable a booking where they can book a time directly on a calendar, I’m going to put some images of myself and my team front and center. Right, that would be good three, right? But for you could be different. Either put it into the into your workbook, top three things you’re going to implement to improve conversion from visitor to color, or put it in the chat, right? If you really feel up to it. That’s that’s a lot of fun for me, as well.
Alright, so we covered the first part of this, which is how do we improve conversion rate from visitor to lead? Right. And I really believe when you implement the things I just covered with you, you can improve the conversion rate by two to 10 times right just by entering the conversation by having better conversion factors in place. And I showed you examples were a number of sites are converting at 30 to 35% plus, what I want to talk about now is what you can do to improve the conversion rate from lead to book job, right because if you can optimize for those two conversion factors, it can have a huge impact.
On your results. And so we talked a lot about lead generation. And we talked a lot about converting the leads that you get into into calls or into web chats or into things like that. But I really think the bigger issue for a lot of us is we get leads, but we don’t convert them into book jobs. Give me a one, if you feel like there’s an opportunity where you might be able to convert more of your leads, either via web chat, or via web form, or via inbound calls that don’t convert into book jobs.
I know that there is an opportunity, what we find is like sort of like 50 to 60% of inbound leads. For the home service companies, we work with plumbing, HVAC, electrical, don’t convert, and we work with some of the best. So like most of our clients are doing, you know, well north of a million dollars more like five to $10 million per year, they’ve got good dispatchers, they’ve got good tech teams, but still, like 50 to 60%, they say, hey, I’ll call back later, or they submit a form and nobody follows up with it. Or, you know, the lead just doesn’t convert. And what I also found is like 90% of web forms, don’t convert, because it feels like Web Forms is where leads go to die, a customer takes the time to fill in the form and say, Hey, my name is Betty Sue, and my house is at this address, and I’ve got a leaky pipe and they submit it through, but then
nobody on the team really is able to convert it. And what we found is the reason you guys aren’t converting, and the reason there’s such this challenge with conversion is that if your leads don’t get follow up within 15 minutes or less, and it’s really more like five minutes or less,
they’re gonna go somewhere else, they go cold, because there’s so many options in your market, right, they can quickly hit the back button, and then quickly contact another company. And that’s what most of the customers do. We think about their psychological predisposition, they got a problem they want it solved, and they want it done. Now they want it off their mind. And so they’re going to keep calling texting reaching out until somebody books in a time with them. Right. So if you’re not Johnny on the spot, following up on your leads, connecting with your customers, they’re gonna go somewhere else. The other thing we found is that the average customer has to be followed within five to six times before booking. So those customers that call in that haven’t said yes, hey, let’s do it Thursday at three, because they’re shopping, right? Maybe for more high transaction values, like a new, a new HVAC system, or a new water heater, those customers that say, Hey, you know what, I’ll call you back, I’m gonna call a couple other people, you need to, you need to check in with them, right, you need to be following up five to seven times to make sure that you optimize your probability of getting those leads. And the third major factor that’s causing your conversion rate not to be where it needs to be, is that today’s customer prefers to interact via text message than phone call, right, and you guys are so optimized for the phone call, like you only want to deal with somebody that calls in. But your customer today would much prefer if they could start a text message if you would reach out to them via text versus phone. And so those being the factors, the solution, what we found, is marketing automation exists. And marketing automation in today’s market makes it so much easier to follow up quickly to follow up consistently. And to follow up in a way the customer really wants, which is via text message versus the phone. And so we want to leverage automation to make sure that every single webform gets followed up within two minutes or less. Right, we use automation. The second they fill in the form, they get a phone call, Hey, it’s Bob from Bob’s Plumbing, you just submitted a form on our site, right? Or more likely, you call through automation to make that call, they don’t answer. And then they get a text message that says, hey, you just called in.
So sorry, we missed you. Like, let me know how we can help. When you use automation in this way, and you’ve got the right tools, you can convert so many more of the leads that you generate. And then through automation, we can automate the follow up, right, if they didn’t convert yet, or if they didn’t schedule yet, we can have it so that text messages and phone calls are happening every couple of days until they say no, I’ve already booked it. Or they say hey, thanks for following up, I’m actually ready now. And so this, it can like three to 10x the conversion rate of the leads that you already generate or going to generate by leveraging automation.
And I’ll just show another example of this again, typical scenario and it’s unfortunate, but we see all the time we generate 100 leads, right? So we’ve got our website, we’ve got our pay per click, we’ve got our different marketing strategies in place to generate 100 leads for the business. We only convert about 30% of them because we’re not using automation, right. Somebody in the office answers the phone. Hey, thanks for calling in and they don’t convert.
And so if we convert 30
Have those Joe’s leads into sales 30 jobs at a 650 average transaction, we only generate $20,000 in revenue for 100 leads, which is not ideal. Now what we’re finding is when we put marketing automation in place, and when we do this well, we see almost like 70% conversion rate from leads to book jobs, right. So let’s just say we take that to 70%. For the same amount of lead flow for the same exact investment in your marketing, you can go because you’ve got marketing automation in place, because you’re following up via text message and you’re following up quickly speed the lead, and you’re leveraging automation to touch them again. And again, we get that up to 70%. For that same 100 leads, we wind up with 70 book jobs, let’s see, keep the average ticket, the same 650, we can generate $45,000 in revenue where we would have only generated one. So this is a legitimate case study, we’ve seen this happen all the time with the clients that we work with, just by putting the right systems in place to automate the lead conversion and the lead follow up. And it really ultimately makes every lead you generate more valuable. And so the system that we’ve developed that we use to drive this is called Conversion amp. If you go to conversion amp.com, you can set up a free demo, we’ll we’ll walk you through it, it cost less, it literally costs less than one job booked. And so it has an exponential return on investment, it’s very, very well priced. It’s one of the things I’m most excited about that we do here at plumbing and H fac SEO, and it’s actually something you can buy standalone. So if you were to say, you know, I don’t necessarily need to hire you, for all of my web marketing, which is usually what we do, I just want you guys to do this lead follow up stuff for us, we can do that, right, it’s something that we can absolutely bring to the table. So let me let me just pull this up for you guys. And, you know, I can I could go into this illustration and show you like down the depths of why this is great, and how it converts. But the best thing for you to do would be to just come to conversion amp.com Schedule a time, we’ll walk you through exactly how it works, how the automations fire, how you’ll be able to engage with your customers via a two way text message. And
you know, you’re gonna get a return on investment, it costs again, less than one book job per month, which is, which was just huge. How many of you believe if you follow it up with your leads, in two minutes or less, you give them the option to convert via phone and text message. And you had some systems in place to follow up quickly and a follow up diligently like five to six times until they convert? How many of you believe you would convert more of your leads? In the book jobs? Just give me a one if you believe that?
Yes, no doubt. And so I really believe you know, there are other platforms that do similar. This is built specifically for
this is built specifically for the industry. So I definitely suggest going and check it out. In a free demo, we’ll show exactly what it is how it works. And then you can decide whether whether it’s the right fit for you or not.
so Well, I mean, I really want you guys to apply this to your business. Again, in your in your workbook. There’s very specific checklist here. Are we speaking to the fears and frustrations of our customer base? Are we using real authenticity and imagery on our home site homepage and throughout the site? Do we have at a minimum a welcome video, maybe a welcome video for each of the services? We have a video explaining why somebody should choose you versus the competition? Are we leveraging social proof where they can see the reviews that we have using a platform like bird eye or review balls or some other tool where they can clearly see all the great reviews? So you have to have the basics in order phone number in the top right hand corner web form, they can submit a case they don’t want to make a phone call? Do we have clear call to action at the end of each page? Tell them exactly what to do next? Are we mobile optimized? And that we can quickly click a button call the office get the details we need from a mobile experience? Are we leveraging live chat ideally would be a two way text message like we can do for you with conversion app? Or we’re given the clients the option to book directly online where they could pick a time and feel like it’s over. Right? Because a lot of that’s all they need. They just need to feel like man I booked I booked the plumber he’s going to come today. It’s the rate we’re going to come tomorrow for once that’s done and they’ve booked it. They’ve moved on, right. And so if you can give them that option, a lot of cases you’ll get the deal. Making sure your website loads quickly. Again, we could we could talk a long time about this. But if you just pull up GT metrics, you can quickly see like, is your site loading quick enough or is that possibly a bottleneck and conversion? And then are you leveraging automation? Is that really getting follow up within two minutes or less? Are we touching the via phone via email and communicating ongoing basis to
convert those leads that don’t convert immediately. And I’ll be quick with the follow up. So again, three things you can put in place to generate better results. We’ve talked about how to convert your
we’ve talked about how to convert your visitors to leads, we talked a lot about that. We also talked about how to convert your leads into book jobs, right. And if you do that, effectively, you can really write your ticket in terms of the results that you generate in your home service business. And so, again,
spend a couple minutes get clear on the things you’ll actually change, right, because there’s nothing more useless than sitting on a session like this, and not doing something with it, right, and really wants you to do something, whether it’s go back and do it yourself, or whether it’s go back and get with your current provider and say, Hey, let’s change these things. Or let’s put this type of automation in place. Or if you’d like some help, right, if you’d like to talk with us about how we can implement this for you, and help you generate better results with your online marketing, we’d love that opportunity. The best way to connect with us would be to go to plumber SEO dotnet slash schedule. Or if you happen to be listening to this you can call us at 866-610-4647. This is what we do. Literally at this moment, we work with 176 of the top plumbing HVAC, electrical companies in the country, we’ve got a full team of people that build the websites, write the content, graph the messaging, get the website ranked organically for the most important keywords in your area. Run the paid search campaigns run the retargeting campaigns put the tracking in place and helping you optimize your return on investment. So hopefully this was valuable. If you need some help, we’d love the opportunity to chat. It is a complimentary session. When we look at your current website, we’ll show you whether there’s room for improvement. It’s great. We’ll say hey, look, we love this industry. We’ll say hey, it looks like you’re in good hands. It looks like you’re doing a good job. And you know what, if there’s opportunity for us to work together, we’ll have that conversation on that meeting, as well. So that’s it for now. Thank you guys so much for being here. It was a pleasure sharing this information with you. I hope you enjoyed it as much as I did. I’m happy to answer any questions if you have any specific questions. Otherwise, I’ll let you guys get on with your with your day.
Any questions that I missed, potentially, or that you guys might have?
Yes, rich, go ahead. Or David Burns? Oh, um, so I, I typed in? Do you recommend anything that you can any company that integrates with a website? So say I’m on my phone? And I just want to press a button and I want to actually have like a zoom chat with someone? What’s the, in your opinion, the best one? And which one do you guys use? And if they want to have a zoom chat? Yeah, like what we’re doing right now I want someone to pick up their phone. And they say they want to see who’s on the other end of the line. And it gets my messy office here. And then I can talk to him, I’m in my uniform, my daughter’s in the background, they see it’s by my house. And I’m I’m just a hard working plumber, like you said all the good things they want to deal with a real person that would be that would I think I love the idea that would not be hard to
it would not be hard to produce that. Basically, what I would do is I would set up a meeting, you know, an open meeting, right. So that’s not a webinar, but an actual meeting that you have open at all times throughout the day, you’d have it set up where they enter into a waiting room, and you get a little poop when they open it right. So at any point in the day, somebody can log in on Zoom and kind of see you face to face, and you can see them, you just need to have that meeting link, and then have a pop up on your site. And there’s lots of little widgets that you can use that says want to meet now, and maybe it’s a picture of you want zoom, or maybe it’s just click here to have a live one on one video conference.
They hit the button and it’s just the link to your meeting like and then you get the little alert. That can be a simple a simple application. Not everybody wants to you know, be on zoom all day and make themselves available in that way. But that’s an actual app. Absolute possibility. Yeah. And that’s, that’s because So, I mean, I I’m disabled, so I answer all my own phones. That’s how I that’s what I do for a living is I bet all my customers get a real high closing rate, all that stuff. So since I’m already in my office 12 hours a day, I might as well take advantage of what people want most people like you said, they don’t have this particular feature because they’re just gonna get a secretary, you know, put one of five women right on or whatever. So, I think it would be an advantage of more personal touch. And that’s a great idea with the open zoom. But it also would want a way that if I do leave, it could go to like an answering machine type of uh, hi, this is Dave I’ve just left my office for two minutes, two minutes I’ll I’ll you know, call you or video you back. And I was just was wondering there’s gotta be an APA and not an APA.
A company that offers something like a zoom, but like a phone being answered, you know, like we used when we were kids. What’s the? I can’t call someone? It’s a phone? Yeah. I don’t know, I don’t know what any system that does that I’m sure it exists would not be hard to, you know, have the I have a toggle that says, I’m available on Zoom now and you press on. And then that means that little pop ups going to show up on the site where they can engage with you in zoom if you want, and you toggle it off when you’re away, and then they can just fill out a form instead. But I think that’s an interesting idea. That would would be distinctive in the marketplace. Yeah. Okay. Thanks.
Awesome. Any other questions before we wrap up?
This conversion app do booking Asheville? Yes, actually, it can I find like most companies already are using something like house called Pro or service Titan, we’re scheduling engine, but we can absolutely have a calendar widget where they can book a time and it checks against your availability on Google Calendar or whatever calendar system you use. And so yeah, if you schedule a demo, Rick, who’s here chatting with you can jump on and show you exactly how we could put that in place for you. And it does have that feature in that function.
Can you adjust booking by location to reduce windshield time?
You know better would be let them book a time and just know that it’s tentatively scheduled. And so usually what we recommend is you leave it as tentatively scheduled. The second they pick a time on the calendar, you or somebody in the office calls and says, Hey, you’re scheduled for Tuesday, you know, today at three o’clock. You know, sorry, we can’t do it right and disqualify the ones that aren’t a good fit. That would be easier than trying to just limit the ability to book based on availability.
Well, fantastic, guys. Thanks for being such a great group and for engaging with me on chat. And for a lot of you guys having your webcams on. Please be sure that you take action on this that you know, there’s something that you take away, give me one of the comments if you got at least one insight, or at least one thing that you can go back and implement to generate better conversion rate on your website and or your online marketing. Awesome. A couple of ones coming in. I appreciate that. If you need more help, we’d love the opportunity to connect again, plumber SEO dotnet slash schedule 866-610-4647. It’s been an absolute pleasure having an amazing afternoon, everybody and we’ll talk to you soon
Transcribed by https://otter.ai
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