Plumbing & HVAC SEO - How to TRIPLE your sales by getting your internet marketing right

Alright, well hello and welcome. Thank you so much for joining us on today’s session, we’re going to be talking about how to triple your sales by getting your internet marketing right in your plumbing. We’re HPC business. I’m super excited about this. I’ve been talking on this concept for plumbing HPC contractors since 2011. Back in 2014, I published what is currently the best selling book on internet marketing for plumbing HPC called How to triple your sales by getting your internet marketing, right. And over the last year, we’ve been revisiting this constant content, we’ve been updating it, we’ve got it completely updated and revised version of the book that’s coming live will be on the bookshelves by the end of q4 2018 into 2020. And so I’m really excited. This will be the first time I’m unpacking this new information. And it’s all based on real world case studies. So I mean this is what’s working with real plumbing HVAC home service companies across the country offer marketing themselves online.

Really maximising their lead flow via the internet. So I’m excited to share it. If you’re watching this in the in the comments, I’d like to make this as interactive as possible. Give me like a sounds great, I’m pumped. If you’re watching on Facebook a thumbs up, just so I can know that I’ve got you know, I’ve got your attention, and we’re ready to rock and roll here. So somebody put something like that in the comments so we can kick things off.

I love your website. I can. We can are super excited to learn today. Okay, great. All right. All right. Fantastic. Thank you guys. Phil says ready, ready to go. So have you ever wondered what it would be like to have a dominance web presence that position you as the top plumbing or HPC company in your area?

Have you ever wondered, would you like to have a flood of prospects calling into your business on a consistent basis that find you online? And have you ever wonder would it be like to know that your internet marketing strategy was working? So you have to worry about it? You didn’t have to

constantly be thinking about it and revisiting it. Well, that’s exactly what I want for you, I want you to have all of that stuff. And you’re about to discover a blueprint, covering what the most important online marketing mediums that you should be tapping into, in your plumbing or HPC business. We’re going to talk about how to get ranked on page one for the most important plumbing HPC related keywords in your service area, a proven strategy to get ranked on the Google map by really having a good solid foundation, we’re going to share a step by step strategy for leveraging social media to drive more repeat and referral business. And we’re going to show you how you can double or triple the amount of leads and calls that you get via the internet. So I’m super excited that this year some of these ideas and tactics with you, I’ll just kind of share a high level who I am and why you want to listen. Again, I’m the author of How to triple your sales by getting your internet marketing, right. That kind of the baseline foundation for this book. I’m active in the PH cC QSC service Roundtable. What about articles on internet marketing have been published in contractor magazine, h vac insider plumbing and mechanical magazine. But it’s a more important than any of that stuff. And that stuff is all, you know, interesting and useful, I’d say more important than that. At this point, I’ve had the opportunity to work with hundreds of plumbing dhvc companies and some of the most competitive markets across the United States, and been able to take a lot of them from, you know, virtual obscurity online to the point where they’re now the dominant player in their local market. And I’ve got just a couple of images of some of the clients we’ve had the honour to work with. And so, you know, the reason you should listen to what I’m sharing is because what I share isn’t based on theory, it’s not based on a seminar that I said in one day, it’s not based on some rough experience, you know, with, you know, small business. It’s based on actually working with plumbing HPC home service companies just like yours, and at this point I’ve rolled out our team is rolled out well over 300 plumbing and HPC websites.

We actively monitor and keep a pulse on Google Analytics and other analytic data for, you know, several hundred plumbing and HPC websites. So, like what we know, is is is proven and there’s data to back it up. And we’re doing this all day, every day. And so that’s why, you know, this is a great session for you to be on. And this is the right person to be learning from, because it comes from a place of real world experience with companies just like yours.

And this is what we do here at plumbing and HVAC SEO, we got a team of 30 full time employees. We’re based in Miami, Florida, I’ve got a picture of our team up, we made the Inc 5000 List of fastest growing companies the last four years in a row. So I mean, we’re completely passionate about helping plumbing and HPC companies maximise their lead flow online, take their businesses to the next level. So Matter of fact, we’re on a mission as a company to help 1000 plumbing HPC companies tripled their sales over the next 10 years.

We’re going to share some of the case studies and people that we’ve helped accomplish that throughout the course of this session. And just know that, you know, while this isn’t a sales pitch, obviously, you know, if, if you’re interested in talking with us about how we can implement this for you strategies, I’m going to be sharing with you the tactics I’m going to be sharing with you, we’d love the opportunity to talk and just kind of take a look at what you have in place and show you how we could help and what that would look like in the world world.

So let’s dive in. Let’s really get into the meat and potatoes here. Let’s talk about how to maximise your lead flow with marketing strategies and online marketing strategies that work. And so like I said, I’m going to make this as case study driven and real world data as possible. So I figured the best place to start is with the case study. And I want to talk about Mark Norman from shamrock plumbing. Mark Norman is a full service plumbing Drain Cleaning re piping contractor based in in Orlando, Florida. We started doing this with with him back in 2009.

And really prior to that he had run his business almost exclusively in the Yellow Pages, like there was a time as as the owner of a plumbing or HPC business. Like that’s where you advertise. And that because that’s where the customers looked when they needed help. That’s where they looked when they needed your services. And so he had been relatively successful with a, you know, half page ad in the Yellow Pages, running that consistently getting calls, keeping himself busy making a making a living. But then somewhere in the mid 2000s, he started to recognise that there was a gap.

The yellow page ads just weren’t working the way that they once did. You know, phones weren’t ringing, he was starting to worry about how he was going to pay his bills starting to think he might have to go out and get a regular job. And so it kind of begs the question for him was where did the customers go? If they weren’t looking at the yellow pages? Where were they looking? And of course, what he discovered and probably what a lot of you have discovered, since you’re watching this training or you’re a participant fitting in this process is that the customer shifted online, right? They started going to Google, they started going to yellow, yellow, they started going to Yelp and Angie’s listen to these other online directories and online sites. And actually, statistics will tell you, more than 97% of your customers are using the internet, some fashion, whether it’s search, whether it’s Facebook, whether it’s social, when they’re looking for home service related services. And so that was the answer to that question was okay, that customers have moved from yellow pages to online. And this is not a revelation at this point for any of us. And so what he had to figure out and what you need to figure out in your business is how do you own the internet in your area, like you used to be able to own the yellow page ad like you could own that real estate and people you know, made their living by doing that. And so if you can do the same thing and own the internet in your service area, even create a lot of a lot of phone calls, a lot of leads and a lot of opportunity.

for your business. And so mark, decided he needed to figure out the internet thing right here. Okay, if they’re not on Yellow Pages anymore that I need to make sure that I’ve got an internet strategy, that’s that’s going to work. And so we tried a couple things. The first thing he did was he hired the Yellow Page guy, or the Yellow Page guy that had sold him the double truck are the half page ad over the years. And it kind of came into hey, yeah, we can get you online, like we’ll set you up. And we’ll make sure that you’re on the internet and that you’re showing up where people are looking. And so he did that, right. And he invested. I think, at the time, it was like 1500 bucks a month. And internet guy was going to Yellow Page guy was going to get him on the on the internet. And he wrote, he let that run for a little bit. And it just kind of fell flat like it. It was an investment that didn’t really produce a lot of calls. It didn’t produce a lot of opportunity. And what he found with that with that particular strategy, the issue was while he had a website now and he was showing up on Yellow Pages com There was a couple of problems. The first problem was The website didn’t show up where the customers were looking when people weren’t going Yellow Pages. com, they were going to Google, they were going to Angie’s List, they were going to thumbtack in some cases, they were going to some of these other places, and predominantly they were going to Google search, right. And he was nowhere to be found. If you search for, you know, plumber in Orlando, real pipe service in Orlando, those types of keywords. He just he wasn’t there. And the other problem with this strategy for the Yellow Pages was that they gave him a very cookie cutter based website, it was just a template. So plumber, Orlando, had a phone number listed his services, and that was it. So even if somebody managed to find their way to his website, it didn’t have any reason for somebody to want to choose him versus the competition. So clearly, this was a failed proposition. It wasn’t going to work the way that he had thought of the way that he planned. And so it was back to the drawing board. At the time. He was approached by one of the aggressive Pay Per Click management companies might have been, it was either yodel

Or rich, local. And you know, they came in and said, Look, we’re going to get you know, we’re going to get you ranked on Google and yeah, and Yahoo, we’re going to really put some aggressive tracking in place so we can track exactly how many calls come in. And you know, you’re gonna, you’re gonna fall off, right? You’re just going to be, you know, super busy life is going to be grand. And so he said, Okay, let’s let’s do it. And he came in, I think it was 2500 bucks a month, spend the dice. Let’s see how it goes. And and this strategy actually worked a lot better than the the Yellow Page strategy at the time, because now he was showing up where people looked. He was showing up on Google he was showing up on Yahoo.

But it felt like no matter what he did, he tried this for about six to nine months, no matter what he did, he would generate enough calls and enough service revenue to barely cover the expense. So if he was at two grand a month, just kind of breakeven on that not enough to really make a profit now well enough to really grow the business. And so that was that was frustrating. I was like, Okay, I need strategy that’s actually going to produce a positive return on investment, and will produce positive growth in my, in my business.

And so the kind of the issue with this strategy that a lot of these people could, you know, exclusive paperclip companies have is that first of all, the majority of people believe it or not still click on the organic listings, like they click on the the map listings, and they click on the Nate non paid listings. And you know, if you’re just doing a pay per click strategy like this, you’re missing out on some of the lowest cost highest quality leads. The other problem with this strategy was that they were landing on on the old Yellow Page website still, so it’s just a very basic template sized website didn’t have any personality. They haven’t the authenticity didn’t have any reason for somebody to choose them versus the competition. So so he was back to the drawing board, and we were able to put a strategy in place that that really made sure he was ranking where his customers were looking. So you know that he was ranking in Paid listings, he was ranking in the organic listings, he was ranking, really on Google on Yahoo on Bing, more more Google and Bing at this point. And we rolled out a new website that was built to convert, so that when visitors got there, they got to know like, and trust mark a little bit, they got to understand why somebody should choose him versus the competition, they saw some differentiation. And this is when his business started to take off. And I’ll kind of show you some of the data behind this. But again, it’s not just about showing up in the paid listings. It’s not just about showing up in Google Local Service ads, it’s about really showing up and dominating the search results where your customers are looking. So you know, we rolled out a website that definitely was more personality based now and talk about how to set up your website to make sure that it converts. But if you can put the pictures of your team pictures of yourself and speak to why somebody should choose you versus the competition and speak to their, their their subconscious buying triggers. You can convert really well and you can get great results online. So we rolled out a website that was built to convert. We made sure that his website was optimises started showing up from just about every plumbing related terms in and around the Orlando area or Lando plumber Orlando plumbing, Orlando Water Heater Repair, Orlando Drain Cleaning and the surrounding cities and towns as well. So if you were to search like Kissimmee, St. Cloud, plumber, Plumbing and Drain, he ranks really well for a lot of that stuff. And really, the strategy has grown over the years from just SEO to SEO plus pay per click and retargeting and we’re going to unpack the online dominance method. But I just want to show you the results because sometimes you sit on sessions like this, you know, okay, what’s the impact if I get this stuff, right? If I get these things in place, how will it really impact my business? How will impact my call volume?

And so here back in 2007, started with him back in 2011. And he was, you know, a one man operation was just getting started.

I think from the Yellow Pages he might have been generating, you know, 20 to 30 calls any given month and that was a good month for him. So fast forward, I’m just gonna look over the last three years here 2017 we kind of have a dashboard we track how many calls he got, from organic, how many came from pay per click, how many came via web forms, what is total investment and so 2017 230 calls via the internet right here you can see that’s the number of leads via the internet 2018 so this is last year in September 496 or 97 calls via the internet with a nominal increasing the expense 2019 so this last year 586 calls. So these are leads tracked via the Internet, and this is he was actually able to triple his sales, you know, mainly because his, his technician conversion rate improved, his conversion rate over the phone improved, and his volume of leads just about tripled over that three year span of time.

So really what this meant for him and what it meant for the the Shamrock plumbing company, he was able to grow from just himself just barely making a living to really have a team of trucks and a team of real operation that’s running on a consistent basis. He ran from a one man operation, doing 250,000 a year to over 1.5 million and growing on a very consistent basis. He expanded from one guy to seven guys, I think most importantly, is that now his company, his team has the confidence in sustained lead flow like they know they can get leads every single month, they can dispatch guys, they can make sure that those guys are trained at the converted a high level on the field, and they’ve got a knob that they can turn. Really if you look at the online dominance method and what we’re going to be unpacking for you, you’re going to have the ability to tap into almost an unlimited flow of leads by tapping into the not just SEO, but paid search and paid online directories, social media advertising all kinds of ways to really maximise our

Your lead flow online.

And so I just want you to think for a minute what what it would mean to you like, what impact would that have? If you could get, you know, 200 to 500 leads every single month via the internet? You know, what impact would it have for you if you knew that you had a controllable strategy? Where if you were like, okay, we’re ready to bring on that next truck where to bring on that next tech, you knew that you had a knob that you could turn to kind of increase the volume and really keep your guys busy and keep your business growing and expanding?

posting comments like what would that mean to you, in your business, in your, in your in your plumbing or HPC? organisation?

So let’s let’s talk about the strategy. So here’s the strategy. We were able to update the website for SEO and really make sure that it was able to convert, we were able to make sure that the website was optimised for mobile visits fact is almost 60 or 70% of your visitors today.

Getting to your website from a mobile device. We really started and focused on organic SEO making sure that the website ranked and non paid listings by building authority building content on the website, creating links, creating citations, building online reviews now kind of unpack this for you in depth as we go. We were able to get active on social media, make sure we were present on Facebook and Twitter and Google Plus started leveraging email marketing. So making sure we had a database of his customers his prospects, we were nurturing them on a consistent basis. And over time, we started to implement paid advertising strategy. So Google pay per click advertising, Google Local Service ads in his service area, which is big and something you guys should all be paying attention to. If paying to play and some of the paid online directories like Angie’s List and Yelp, and then most importantly, making sure we’ve got cracking in place to really track how many leads are coming in. What’s our conversion rate? What’s our average cost per lead?

What does that look like, across our, you know, across our website. And so that’s the big picture. I don’t want to, like get too much into the weeds, but I want to paint the big picture so that we can then shift to, you know, to really implementing this in your in your plumbing HPC or Home Services business. So kind of give me a yes, if it’s helpful to kind of see some case studies and see some real world examples, as opposed to, you know, just, you know, get links, get citations, do this, that and the other. I’m gonna give me Yes. Okay, that’s, that’s valuable. Good. Good, good. Awesome. So I’m just going to show you so if we pull Google up, and we type in Orlando plumber, you’ll see the number one spot here is is shamrock plumbing. He’s got the number one listing and really a pretty competitive market. And he’s not the he’s not the hundred pound gorilla. They’re bigger, much bigger companies in this market. And so I just want to kind of talk a little bit about what it is that makes this a reality for him in his business. So the first is he’s got a good website.

It’s built to convert. He’s got a great optimised Google My Business listing. And it’s got lots of reviews. He’s got 923 reviews from real customers in his real service area. And if we pull up this website, you’ll see it’s got it’s got personality, it’s not a cookie cutter website, we’re seeing mark the owner himself. And it’s talking about 24 Hour Emergency Service. You know, no nights or weekend overtime, right, which is not everyone does that. But in his case, he actually does. Very simple step by step. Here’s what you should do next, to schedule your appointment over over 1308 reviews from across the web. And you’ll see I’m going to talk more about how to optimise the website and how you get this website to rank for a variety of keywords. But part of it is making sure you have pages for each of the services that you provide and making sure that you have pages for the subsidies and surrounding towns that you that you operate in. So again, you know the the the numbers don’t lie over over 500

leads generated from over 500 leads generated from the internet for this particular company in in Orlando, Orlando, Florida.

So we’re sure a couple other case studies and then we’re going to dive into the meat and potatoes and kind of show you how you can implement this. This isn’t an isolated case, right? Just when we work with hundreds of companies. I could spend, you know, the better part of this day just showing you example, after example, here’s the client, here’s where they rank, here’s how many leads they get. Here’s our average cost per lead. But I want to show a couple right, I want to at least show a couple. So here’s an example. So I showed a plumbing example, I want to show a kind of a full service example, meridian home services company based in East Lansing, Michigan, they generated over 620 leads via the internet over the last 30 days, implementing a very similar strategy to what we you know what we talked about, and then we’re going to be going into into depth on with the remainder of our time on this session.

So they’re based in East Lansing, their full service, the plumbing, HPC remodelling and electrical. And I just want to show you last year I did a case study for this client, where we’re just tracking how many leads did they get? How much did they spend, what was their average cost per lead. And last year, they had 530 leads 533 leads around the same period of time, about an average of $11 per per lead. Fast forward a year later, and you think 533 that’s pretty much probably capped out in terms of what’s potential in a market like East Lansing, Michigan. This is not Los Angeles. This is not New York City we’re talking about East Lansing, Michigan.

Fast forward this year, this past year 652 leads via the internet. And so for kind of break this down, they had a total investment to get there of $8,133. So that’s what they invested in

our services, you know, to manage their internet marketing strategy and their paid spam. So across Google and other properties That. And these these leads came from 186. Organic. So that means someone searched for them on Google and they came up 181 came from paid search. So somebody clicked on one of the paid ads, and 271 of the leads came from Google Maps. So clicking on them in the in the three pack. And so I shared this example just to kind of show you, you have to make sure you got a diversified strategy, all you did was pay per click advertising, you’d be leaving a lion’s share of the lead flow on the table. And vice versa. If all you did was was organic, you’d be leaving a lot of the opportunity on the tables, you want a multi channel strategy and their average cost per lead across all services, plumbing, HPC, electrical and remodelling just $12 and 47 cents if you divide the investment by the number of leads, which is really good, like they’ve been able to see significant growth and significant momentum as a function of this.

And so if we look at the at the overall strategy. There is a website that’s built to convert. I’m going to show that to you now, proactive SEO strategy, which means the pages for each of the services great on page optimization, aggressive content development and link building back to the homepage and the subsidy pages throughout the site. Truong Google Maps optimization making sure that they’ve come up in the in the three pack on Google Maps, a focus on online reviews and reputation. You’re going to find this a theme across every one of the case studies. The clients that win provide a world class experience. They’ve got a strategy to get reviews from almost every client that they work with every customer they work with, and they’re able to kind of position themselves as the go to because they’ve got more online reviews. A strategic paid search campaign targeting the higher ticket services making sure that we’re not bleeding paid search will ro spending that money wisely, getting an affordable cost per lead, strong social presence, email marketing and precision tracking of the metrics. How clicks how many calls average cost per lead. So I’ll just pull this up for you so you guys can kind of see it and get a sense for it.

Again I I’ve got a bunch of tabs open because I’ve got a lot of examples that I want to show you to make this as applicable as possible. So if we go to East Lansing AC repair so AC repair, they do remodelling, you can see they come up really strong here in the in the Google Map listings, they come up really strong in the organic listings. And if we pull up their website

again, this is this is just a great case studies we’re talking about 630 leads last month were driven from this company through their online marketing strategy. You can see great use of multimedia professional videos that kind of tell the storey subconsciously of the company in a strong call to action speaking to the you know to the subconscious buying triggers of the of the customer video on just about every page of the website. And you know, you can you could go into this in more depth, so

Good website that’s built to convert your response very nicely from a mobile perspective. So it’s really easy to call them and to create the next step. And from an SEO perspective, the reason it ranks so well, it’s because of the reviews, it’s because of the on page optimization your pages for each of the services pages for each of the cities that they operate in. So it’s in depth, online marketing strategy and an online marketing plan.

So that that’s the strategy they’re generating over.

Over 600 leads per month, directly via the internet. So now let’s apply this to your business. Right? We seen the examples, we’ve seen what’s possible, we kind of seen the high level. Now what I want to do is is kind of dive in to our worksheet, dive into the overall strategy and make sure that you guys have something that you can leave this session with. It’s like okay, here’s the

Exactly what I can would should do in order to implement this in my, in my business.

So the workbook, Christian, if you don’t mind, pop this back into the top of the chat. The worksheet that we’re going through it’s really a checklist is downloadable at plumber seo.net slash handout, plumber seo.net slash handout, you can download that. And what I’d like you to do is as we’re going through this, make a note of the things you need to implement in your online marketing strategy, because it’ll be clear to you okay, well, we need to do that, or, hey, we need to implement this. And you’ll find the one or two things that are going to have the biggest impact that you can implement right away to really make today’s session as productive and useful as possible.

So the first one is to make sure you have a website. And I know this is you know, almost all of you could check this day. I’ve got a website.

mission critical to have, you know your company, you know, Tom Jones plumbing

dot com or whatever the name of your company is.com. I do not recommend for the website, especially I don’t recommend redirecting it to a Facebook page. I see a lot of people kind of preaching this a little bit lately. Well, the fact is, if you don’t have a website and you’re redirecting to a Facebook page, you know, there’s no way to really optimise for all of the different keywords your customers might type in. There’s no way to control the experience that your prospect has. So definitely you want a website for your company.

The second question, it’s a little bit more in depth on there is does your company show up in search? And what I mean by this? Is it showing up in the non paid listings? When somebody looks for you, like, are you showing up in the in the local service ads? Are you showing up in the in the Google Map listings? Are you showing up in the organic, non paid listings? And it’s going to be hard for you to answer this right on today’s session. This is this is probably more homework for you. You want to go back and you want to think about what are the most common things that a customer would

Type in when they need my services, it’s probably you’re like, if you’re a HPC company, your city AC repair, heating repair HPC contractor, right?

And you want to see like, are you showing up? And do you have dominance for the key words in your in your service area?

And so in order to help with this, you know, I’ve provided you guys will listen to the most commonly searched keywords because it’s more than just plumber and plumbing. You know, for plumbing, it’s plumbing, drain cleaning, water heaters, re piping, gas line repair, right there’s a lot of different keywords that your customer might type in when they need your services. So you want to spend a little time and develop a list your city plus these services and then run some searches and see where you rank Are you on the first page are you in the first couple of results? If not that represents that represents an opportunity. So we’ve got the the list of plumbing keywords, we’ve also got the list of HPC keywords for those of you that are HPC you know it’s a Air Conditioning Repair air conditioner, sometimes it’s brand

connected to it. And so you’ve got the list. If If you weren’t able to get this written down while we’re going today, send a message via email to me or to Christian, and we’ll get this for you. The other thing we’d be glad to do for you would be to develop a custom list of keywords on your behalf. So what we’d be glad to do is okay, based on your services and in your service area, these are the most commonly searched keywords. So we would be glad to provide that for you completely free of charge. We’d also be glad to run a report for you that will show you exactly where you rank on Google on Yahoo on Bing, just so you can see right awareness proceeds change and you’ll never know if you don’t want if you can run 100 searches, you can spend hours compiling a report or you can let us do it for you. Let us do the analysis and show you Hey, look looks great. Your ranking for everything or Hey, look, you’re not and here’s where you’re missing the boat. Right? So if that sounds interesting to you, you know, big comments a Christian reach out to me and

We’ll make sure to reach out to you will run that report for you will show you exactly where you’re at exactly what the opportunity is for you in your in your business. So that’s the first checkbox here in our workbook is does your company rank for the most important keywords? Right? And you know, really this step is create a list, run the report, and do it analysis good, bad or indifferent. You need to know where you rank because if you’re not ranking your customers are looking where your prospects are looking and they’re clicking and they’re getting your competition. So you can either personal message Christian, you can personal message me you can put into chat, you can shoot us an email, and we’ll be glad to do that homework for you. Again, completely free of charge.

So now if we know whether the website ranks or not, we have to decide whether it’s properly optimised right there’s very specific things you can do on your website in order to make sure that it ranks for your most important keywords.

So, you know, there’s there’s

there’s encyclopaedias worth of information about how to optimise a website for the search engines. And really, it can get confusing it get overwhelming. What I want to do is give you the 8020 on this, the 20% of things you can look out on your website that would tell you optimised Yes, we’re optimised. No. Does that sound good? How many of you guys would like to know the 20%? Like the little the basic stuff that actually drives 80% of the result in terms of getting your plumbing or HPC website ranked on page one? Somebody’s putting comments. Yes, I’d like to 20% shortcut this for me something that way. I know I’m on the right page and we’re going in the right direction.

Okay, Jada says yes. Chris says yes. Simple as best. Okay, great. Let me let me show you.

And I’ll use another another example. So, company we work within and Mason Ohio is next go.

plumbing. So I ran a search for let’s just google search this Mason, plumber, up comes nickel plumbing, and also number one in the organic results. So something’s been done right, right. And something’s been done to get this company ranked and the number one spot in their in their service area. So I want to walk you through this and show you the, you know, the 20% that drives it 80% of the results. So the very first thing is the is the title tag, which is this area up here.

You see this, this is called a title tag. You want to have your key word in the title tag. So plumber in Cincinnati, Nix Nix. So plumbing services, right. So you want plumber, if you’re a plumber HPC if you’re if your HPC are heating and cooling, you want to get that keyword in the title. You want to get it in the in the h1, which is this file right here. And then you want to have good, unique content throughout the page that kind of restates that, right from an on page optimization perspective. That’s what you want to look at title tag

h1

Tag content on the page. And usually if you get your keywords in those areas, you’re pretty well set up to rank at least, you know, on page. We’re going to talk about off page after a minute what determines whether you’re in the first part of the 98 spot, but at least from an on page optimization perspective, you’ve put your your best foot forward. So that’s baseline fundamental from there, we find is a lot of the SEO leads and traffic that you get as plumbing dhvc home service companies comes from the long tail. So it’s not just plumber, it’s, you know, Mason Drain Cleaning Services, and Mason Water Heater Repair and all of those different keywords. And so if you want to rank for that long list of keywords that I just showed you on the last screen, really what you want to do is you want to create pages for each of the different services that you provide. And so you know, we’ve got a page for Drain Cleaning, we got a page for slab Leak Repair, we got a page from burst pipe repair, we get a page for re piping and

If we hit any of these pages, the same basic principles apply right up in the title tag, we want the name of the city, combined with the services Cincinnati re piping, Mexico plumbing piping in Mason, and then in the h1,

Mason re piping. And then we want unique content. So content that’s only on this page across the internet that restates what that service is and why this page is the best page on the internet for that keyword Mason re piping.

In as bonus if you could shoot a quick video talking about that service that you’re going to embed on that page that really helps with you on page optimization. Are you thinking about re piping your home?

That’s right, just your house. Maybe they’re leaking maybe you don’t have where your guys and we specialise in this. We’re really good at it and here’s why you should call us right. So we want proper on page

optimization web pages for each of our services. And then what pages for the cities that we operate and we find most plumbing and HPC contractors serve between 25 and 50 mile radius. So, you know, yeah, Mason is where he’s based, but he wants to rank in the surrounding areas like Hyde Park, and Middletown and Loveland and all of these other places. So if you want to rank in the surrounding cities and surrounding towns, really what we need is a page on the website

for each one of those with the proper on page optimization and unique content. So here with the top we’ve got

plumbing repairs and installation live and on Ohio, right and we’ve got Lebanon area plumbing, right, so we’ve got the the keyword in the title and the h1. And the other thing that we do that kind of gives our clients competitive advantage is we use a tool called nearby now, and this is a it’s a it’s an app basically that captures where service is done. You get some data. You know, you’re an Amazon clogged

flushing bathroom, toilet nearby, whatever. And as new service calls are done, and they’re going all over the place, they’re going from, you know, Mason to Loveland to Monroe. New unique content is automatically being pushed through a through a short code and through a widget that hits their website. That’s how we’re able to get their website ranked in a variety of cities in a variety of towns. So yeah, that app is called nearby. Now. It’s intended that the technician check in from their phone. So they hit check in and grab their GPS data, and they type a description. And that’s great. In a lot of cases, though, our clients have started using integrations. So in their case, I believe they use service Titan. So as they close the job and service Titan, it captures the location, it pushes it to nearby now, and it kind of streamlines that entire process. So it’s click and done. So best case scenario, you’d have that worst case scenario, you train your texts, you hold them accountable to check in and help

create this unique geo modified content throughout the site. So I mean, that’s that’s the 8020 rule, the 8020 is good website, keyword, the title and the h1, good, unique content pages for each of the services pages for each of the cities on page and that really gets you in quite a ways down the track. So I mean, at this point, the presentation I’d like to hear, does anybody want to volunteer their website or pull it up and I’ll just do a quick on the spot audit. You know, I find that if I pause I use a real example from something that’s not baked into my presentation. It works better. Okay, good. So Chris is volunteering his website, Stu

Suzman services.

Alright, so stupid stupid services. Well, water pump landscape services. Nice team down here. That looks like you got a nice sized team. Let’s see.

Okay, and I’m going to keep my feet

back from a conversion optimization, I mean from a SEO perspective and I’ll probably pull this keep this up because we’ll talk about it from an SEO from a conversion perspective as well. But so again, knowing what you know now first you want to look at as your title tag. So this is Student Services plumbing well and landscape. So this there’s a geo modifier that’s missing in the title in my opinion. So it’s a student services.

And it looks like you guys are based in Albany, Oregon.

So theoretically up here, we would say all

we would say Alberdi plumbing. Well, landscape you might be going for too much in the in the title here.

Well, water landscape.

So really, what we’d like to see here in the h1 is your Albany area, plumbing, a plumbing, landscaping contractor, right so homepage.

I think it’s clear, you know, Chris, correct me if I’m wrong. There’s there’s some clear things that now, you know, could be done in order to improve the optimization of this particular homepage to tell Google what this page is about, and what it should rank for. Let’s see. So we got we do have pages for the services. So let’s kind of drill down. Let’s look at read piping.

So you’ve created pages and that’s good. That’s the first step and you actually need to have a video. It doesn’t look like it’s custom to you. It looks like it’s kind of a general video. You’ve got a video for the for the services, but there’s no geo modifier. So it’s just saying re piping. And this is just saying water heaters. So in the perfect world, we’d love this to say, you know, Alberdi Water Heater Installation repair, and if you’re thinking about you know, installing a new water heater where your guys you, honey, Daddy, Daddy, Daddy, daddy. So that’s the second thing you know, getting our geo modifier in here. incorporating the

To the title tag and the h1 tag, and then let’s see service area I unless I’m missing it, I don’t see a service area of their service area. Let’s see. So it looks like we use we do to Alberni, Salem, Eugene, Sweet Home looks like you cover a wide area. But there’s not pages for each of these. So there’s an opportunity to create pages with unique content targeting each of these groups, each of these cities and

and that would help that would give you more

a broader range where your company can rank in search. Somebody hear from you guys and comments. Was it helpful to see that as a real example, in some areas for improvement and kind of bridge the gap Okay, title tag h1 tag unique content pages for each of the services pages for each of the cities.

Somebody give me something in comments on this.

helpful. Okay, good, good, good. Good. All right.

Phil, since you volunteered your website, call Roberts plumbing, I’m going to come back to that when we start looking at on page optimization.

So there we have it, like that’s from a, you know, on page optimization perspective, those are the key things. You want to look at right pages for each of the services pages for each of the cities, you know, title tags, h1 tags, meta descriptions, unique content, get that and you’re like 80% of a way to have a good website that can rank really well in the non paid listings.

The next thing we want to think about is is is the website built to convert them because we talked about with the example of shamrock You know, there was a time he was getting lots of traffic but he wasn’t getting calls because

Because the website was generic, and it didn’t have any reason for somebody to want to choose them versus the competition. So,

fact is you can be ranked Well, you can have all kinds of traffic. But if your website doesn’t compel somebody to choose you and to pick up that phone, and to start a conversation, it will make you as much money won’t generate as many leads, as it could, and as it should. So it’s got to pull again another another example here. How do we optimise our website for conversion? So this is a company we work with in

Plainfield, Illinois called tr Miller. They’re a heating cooling contractor company. And one thing you’ll notice on all of our websites, and in all of our clients that perform well, is that we try and focus on authenticity. Authenticity, people want to do business with real people. And so the opposite of authenticity is stock photography, like pictures of a random guy with a wrench. Pictures of a happy family smiling. You know that

might look pretty, it might make you feel good about your website. But nobody wants to do business with stock, they want to be like, Okay, this is a real company, look, I can see their trucks, I can see their friendly faces, I can see that they run around like a solid, legitimate operation. And so having authenticity goes a long way in how well your website can convert. So that’s the first thing, authenticity. I like that authenticity to come by way of pictures, and multimedia were possible. So at a minimum, do a picture of the owner or picture of the team. And then it would be a picture and then it would be videos of the team video of the of the different services.

The other thing when it comes to how well your website converts is, obviously you want it to be professional, you want it to be clean, but you want to be speaking to the customers questions and apprehension. So like when somebody needs a plumbing or HPC contractor, what are they What are they thinking what are their their concerns, right?

What times like are they going to

available when I need them. So the 24 hour service, are they going to be fair with their price Am I going to know and we’re going to get ripped off? Right? So talking about straightforward pricing in a debate didn’t care, right. And so making sure that you speak to those questions throughout your website has a big impact on how well it converts, making it easy for them to communicate with you. So like to fill out a web form on your website to engage in a chat conversation. We’re finding a lot of our a lot of our clients, customers prefer to engage via chat these days, as opposed to just picking up the phone. So you got to give them the opportunity to engage in the in the mechanism that’s most comfortable for them. So phone over the top right hand corner, lots of personality and authenticity.

We want to make sure that we’ve got calls to action throughout the website that tells them exactly what to do next. We want to make sure that we’re leveraging social proof, right.

You can say anything you want about how good you are, what a great company. You have

What what customers really want to know is what are your customers saying about you? So 100 reviews and thousand reviews that speaks volumes to the kind of company that you have. So having a place on your website where you showcase the real reviews from your real customers, can be can be extremely powerful from a conversion optimization perspective. And the other conversion element that I really want to make sure you don’t forget, is mobile optimised. Right, more and more of your traffic is getting your website on a mobile phone, your website should be

oriented, where somebody can quickly get the information they need, they can click a button and call and if not, your website’s definitely not going to convert as well as it should. So I’d love to hear from you guys who wants to volunteer their website for a quick conversion optimization audit. Now that we know what we’re looking for, right? We’re looking for personality, we’re looking for clear call to action. We’re looking for the ability to engage via chat. Those are the kind of things that really am conversion rates.

And so since we since we had Student Services up earlier,

Chris, I hope you don’t mind me picking on you again. And please, I’d love to have one or two of you kind of volunteer websites and we can do this real quick to kind of filter this concept through so you can see it in the in the real world.

So, good news is we do have a phone number, the top right hand corner. Bad news is the initial the initial sense that I get when I get to the site is not a world class operation, right? There’s no

there’s no pictures of the team up here. It’s not really speaking to why would want to do business just kind of listing the different services that you guys provide.

A little bit of, you know, USP type messaging.

And then but down here, we do have a team shot. So I mean, if anything, I think the biggest thing for you guys would be to take this team shot, which looks like a great company looks like great, great smiling faces and bring that to the top like this is streaming services.

We’re plumbing, wall services, landscaping. And that really goes a long way from a from a conversion perspective. The other two things that kind of stand out to me, I don’t see an opportunity to engage with you guys via chat. So there’s no chat box on here. And I have to go to the Contact Us page to fill out the form. And it’s a little bit lengthy. So hopefully, hopefully that helps. I’m going to pull up Phil, you you volunteered yours for call Roberts to let’s take a let’s take a quick look here.

Alright,

so I get your website up and

good, good team shot here at personality based request service, get coupons. That’s a great start. Phone number in the top right hand corner. A lot of the basic things we need. We’ve got some, you know, authority symbols up here above the fold, good messaging, you know, emergencies, tired of getting machines. So pretty solid, you know, like, I think this is a pretty well

optimised for conversion website. A couple things that do stand out to me are no, no chat that I’m seeing unless I missed it

and see what else.

No chat.

There’s a review.

Come down here. I think you could do a little more sort of job showing the great reviews that you have as your company. This is pretty good. But there’s there’s room for improvement on how well it could convert. So hopefully guys, this was helpful. You kind of saw a couple examples of websites that are built to convert you kind of looked at it through the lens of conversion. And so you know, we could we could probably thank you guys for volunteering your website, we can probably go 45 minutes or so looking at conversion type stuff. But you know, those are the main things easy to easy authenticity, social factors, showcasing the positive online reviews, making sure that the website is mobile optimised.

And you know, so on this one you is, is your website optimised for conversion, right, I just want you to think, you know, if there’s one or two things you could do based on what we’ve just covered on this part of the session, like, what would they be one or two things you could do to improve the conversion rate of your website and I want you to put that on your worksheet or I want you to write it down on a scratch pad and just type into the comments for me real quick, what are a couple things you could do that it would improve your conversion rate?

videos, multimedia, live chat, phone number in the top right hand corner, lots of things that can have a really big impact on your on your conversion rates.

Chris has a limited stock photography yet why not? So I’m going to show an example. So this is one of the companies that we that we worked with, that we’ve been working with for over four years now. It’s ladies, they’re based in Fargo, North Dakota and when we started

Working with them. This was their website over here on the left. So, you know logo stock stop style image, he did have a picture of that truck, but very basic. And then we rolled out an updated version of their website, which I’ll show you in a second in a personality based phone number top right hand corner, in really speaking to the subconscious buying factors.

And we started tracking their calls right out of the gates. And before we really did anything on their site, they were averaging about 55 calls per month via the internet. And this company is pretty well branded, they run a lot of radio ads, they run a lot of billboards in their market there in Fargo. And just by rolling out the new website with that the right conversion elements that they jumped from 55 to 317 costs so they were getting traffic. They just weren’t converting that traffic at the level that they could because the website just didn’t represent the quality of an operation that they ran.

Now we fast forward to January this year. They had 930

leads generated via the internet. 930 leads almost all organic so they don’t do any paid search. They’re just focused organic, and they do a lot of brand advertising. Their website is just a conversion machine. So I’m in a 326 be organic 586 via Google Maps 36 people filled out web forms on their website.

And that you know, the volume is is pretty is pretty significant. So let me just pull up their website so you can see I’m going to go again, this is just so you can get a visual glimpse of this. So let’s type in

detecting Fargo North Korea plumber here you can see you there they’re on organic right there on the map 670 online reviews.

So this is a website that generates just about 970 leads via the internet personality

We get the CD owner phone number, the top right hand corner messaging speaking right to them. But we have the ability to make a buying decision right in this initial screen without even really having to scroll and read the rest of it. Of course, if they want to, there’s lots of additional supporting material, why them, you know, what they’re my experience is live chat so people can integrate out so people can interact. And we find Obviously, these elements have a very big impact on how well the website converts and the amount of money that you can make through your website as a plumbing or HPC contractor.

So we’ve just done a a micro masterclass in conversion optimization and had it like some little things you can look at to make your website convert that much better, right? Because, again, if we if we don’t convert the visitors that we get, we’re not going to really maximise our our lead form or I can maximise our opportunity.

So from there the next time

says,

Do we have enough authority to get the website to rank on the first page? Because oftentimes, you know, you can optimise it right keyword in the title, keyword and the h1, good content pages for each of the services pages for each of the cities. But the website still doesn’t rank. I don’t know how many of you guys can relate to that you feel like you did all of it, but it just didn’t want rank the way that you needed it to the way that you wanted it to.

Anybody can relate to that?

Some gain some yeses, Yep. Yep. Okay.

So the reason is you don’t have enough authority. And you need to have somebody that’s focused on building links, building citations, building authority, at the end of the day, he has the most authority and the quality relevant links tends to win. And so again, we could talk for a long time about this. I like to talk high level, you know, there’s lots of easy element that you can tap into to drive links, for your for your

plumbing for HPC company.

And you have to be building authority content, right should be blogging, you should be updating your website that that is what makes your website relevant in Google’s engine. That’s what makes your website rank, you know, on the first page instead of the fifth or the six page.

And so really, again, I could talk for 20 minutes about this really well I just want you to do is, is do a gut check and say like, are we consistently creating new content? Are we blogging? Do we have somebody on our team that’s proactively getting links back to the homepage, back to those service pages back to those city pages and monitoring the progress up the results? Because if you don’t, you know, you should never like if you’re not proactively doing this work, you can’t expect the website to rise in the search results, right? You have to be building authority in addition to having a good website. In addition to having a website that’s properly optimised for the search engine

And I hope you’re starting to see like, there are layers to this, right? There’s a strategy. But when you put the whole strategy and play, you can really generate great results, and really double triple 10 x your sales by getting your internet marketing strategy. Right.

So here was just an example. Again, we were looking at Meridian company a little bit earlier. You know, if we run a bunch of searches, they rank for all those keywords.

The data behind organic, right, the data behind ranking organically is if we looked at their at their report, this was January of 2018 495 calls on a $6,000 investment, so an average of $12 per lead. But

150 of those came from Google Maps. 208 came from the organic listings. So if all we were thinking about was paid search and all we were thinking about was Facebook advertising or something like that, we would have

Missed almost 350 or more than 350 leads.

And so that’s 72% of their lead flow coming from organic sources and organic search. So that’s just making the case Look, don’t just set and forget it with your website, set up a website, optimise it, build the links, build the citations and build the authority. Because there’s a lot, there’s a lot at stake. And the other thing is you’ll find the quality of the leads that you get from organic search results versus paid search or versus Google Local Service ads tends to be higher, it tends to be they chose you as the provider as opposed to just clicking and dialling the first company that they that they came across.

The other thing what to look at is are you ranking in the three pack because sometimes you can rank organically but you don’t rank in maps. And when you’re not ranking in maps, you’re going to be missing a lot of the a lot of the opportunities. And so when it comes to getting ranked on Google Maps are only there’s only three key things. It’s making sure you got properly

And optimised Google My Business listing, making sure that you’ve got consistency of how your website is referenced across the web, on all the little online directories with the name, same name, address, phone number, and making sure that you’ve got a proactive strategy for generating new reviews month in and month out really having a strategy where after every service call, thank you goes out. And the person is directed to a page where they can write an online review.

So I mean, I’ve got this on the chat box, you want to look at this you do you have access to your Google My Business? Are you properly optimised? You know, are your online directories consistent across the web? If you’d like us to run an audit just on the Google My Business piece of this for you? We’d be glad to just let us know. We’ve got all kinds of great tools that can help us see Is there an issue with consistency is it that you don’t have enough reviews? Is it that you don’t have enough citations to help you get really clear on what the gap is and why you’re not ranking in the three pack in your in your service area.

Good example of this again, you know, Mason, Ohio. Next go plumbing, just from the Google Maps just from being ranked in the three pack. They’re over 183 leads a month, just from from Google Maps. So don’t sleep on on Google Maps. Here’s a company we’re working with in Buffalo, New York. So if we go and we type in Buffalo plumber,

you’ll see Selena plumbing HPC comes up at the very top. They’re also ranked really high organically been working with them for for quite some time. And really getting ranked on the map comes down to those three things I said, and having a good website with good on page factors, you know, with the name, address, phone number kind of reference, and this is a multi location client where they they’re not just in Buffalo, they’re also an alum.

And, you know, if you look at it from a holistic perspective, right, ranking, well, good on page optimization, good website that’s built to convert with all of the right on page factors.

And I’ll just kind of show you the numbers here for for Salinas. So 684 leads a month via the internet on a $9,000 investment via paid search and management fees to us.

average cost per lead $13 and 24 cents.

And 148 leads a month directly via the Google Maps. So don’t ignore the Google Map. Don’t Don’t ignore the three back.

So the next thing on our list is social social media. You know, there’s a play for social media because it passes social signals. It kind of tells whether you’re active in your community or not relate to me social media is a ploy to help you generate more repeat and referral business. And really, if you can get your real customers to like you to subscribe to you to follow you. It’s just a way to remain top of mind. It’s a way to stay in there feed the state every press ever present and drive more people

And referral business, it probably took 30 minutes about social media social advertising. But I think at the end of the day, you want to make sure that you’ve got claimed profiles, that they’re properly optimised with a nice image nice icon, and that you get somebody updating those on a relatively frequent basis, it will drive more Pete and referral business for your business.

The next is email marketing. Or if we want to truly maximise your lead flow via the internet, we need to make sure we’ve got a strategy to remain Top of Mind with our customer base. So this might be you know, outside of even what you were thinking, but you get calls every day from your customers, you get emails every day from your prospects, you should be collecting an email database, you should be collecting SMS numbers from your prospects and your customers so that you can contact them. And a great example of this was about 2015. We started working with Daniel Cordova, he went from zero to over a million dollars in about the first 12 to 24 months and you know

Yeah, he got his internet stuff dialled in. But at the end of the day, the main thing that drove his results, if you ask him was that he was very proactive in sending emails and doing an email newsletter to his database. So I really want you to think about that. Do you have a CRM like MailChimp or Constant Contact, we’re collecting the names and email addresses of your customers, and are you sending at least one email blast per month to reengage that that customer base.

And this is Daniel Cordova, his numbers up he’s in Rancho Cordova, California 7070 $100 investment 281 leads per month average cost per lead about $25 per lead, and a good distribution from organic pay per click and, and Google and Google Maps. Again, Google Maps being a big driver of the results.

So if you know email, email marketing, you make sure you’ve got some kind of type of database where you’re storing this contact info

you’re storing it and you’re and you’re like really thinking about it

so also as you’re going through your your notes here and your check boxing this stuff off you’re getting really clear Okay, these are some things right oh man, we’re not doing email yet. Or we’re not collecting SMS numbers and there’s there’s golden nuggets in here that can really impact the the growth and the and the potential of your of your business. So are you leveraging email? Like do you have that database? Are you sending out a newsletter? And are you leveraging email to drive online reviews and to draw customers in?

So so far, we’ve talked about the foundation you’ll notice there’s very little cost element associated with anything we’ve talked about so far right? In foundation being good website that’s built to convert optimised for the different keywords right link building and citations to generate organic non paid listings.

strategy to drive online reviews and really make sure that your ranking well in the in the map listings and the non paid listings, tapping into email marketing, tapping into social, social media.

And really, you know, I like to say you want to have a strong foundation, and your your pyramid to kind of be built like this good website that’s built to convert strong social presence. And then it will start investing in the paid search strategies pay per click advertising, you know, Angie’s List listing, Google Local Service ads, where you need a strong foundation and with a strong foundation, everything else that you do works better.

So the next question then is, are you taking advantage of pay per click advertising with Google AdWords, Google Local Service ads paid ads on Angie’s List, I can tell you, organic SEO gets you to a certain level, but it’s at a certain point. It maxes out and there’s only so far I can go starting to tap into paid search gives you all

unlimited scalability where you could say, okay, we’re ready to have that next truck. Let’s spend more, hey, we’re ready to, you know, go hire two more tax, let’s spend more Do you know where to spend it? And you’ve got it under control in the right way.

Now, what I find is most Pay Per Click campaigns fail. I would be curious, have you tried pay per click and it was a loss for you at some level in your plumbing or HTC business put a yes, if it has been for you and your business. And, you know, there’s lots of reasons why pay per click campaigns don’t work out right there. You know, there’s there’s lots of strategy that go into to making it work correctly. But I find it like most of the larger companies that they they treat plumbing HPC like a like a single bucket. Right? They just want to say, All right, we’re gonna we’re going to bid on plumbing. We’re going to put all the plumbing keywords in there. We’re gonna have one ad group for it, and it’s going to land on the homepage of the company’s website. And that really fails to understand the way the Google AdWords auction process works.

The really fails to understand relevancy because if someone types in AC repair, they’re in a different place mentally looking for something totally different than if they typed in AC installation, right or if they typed in Drain Cleaning, they’re a different place mentally than if they typed in plumber. So what we found is to get around this, what you need to do is make sure that you’ve kind of mapped your online marketing strategy, your pay per click strategy, so that it’s grouped, right so if you know you get key, you’ve got ad groups match to all the different services that you provide. You get specific text ads that speak to those particular things they were looking for landing pages that resume Okay, I was looking for Drain Cleaning the ad said, you know, same day Drain Cleaning Services on clogged guarantee right, and then they land on a page that speaks directly to that service. Hey, if you’re thinking about having if you got a clogged drain, where your guys here’s a special discount to take action. Now, to get

it to get your dream situation, squared away.

That’s the recipe for success with pay per click advertising.

So like, are you taking advantage of paid search? Are you running Google AdWords? Do you know what your average cost per click is? Are you tapping into local service ads? I’ll give you a good example of this. One of the companies we work with in Indianapolis is Petermann heating, cooling and plumbing. They are largely $10 million a year company at this point now and growing. You can see total investment in online $12,000 521 leads via the internet 135 from organic 202 from paid per click hundred and 50 from Google Maps.

And as they’ve grown, they’ve been able to diversify their strategy. And if they weren’t doing paid search, they wouldn’t have that lever to continue turning up and to continue growing their their results. And I think really part of the key with paid search is to make sure that you you’ve got your tracking. So you know, here’s how much we’re spending. Here’s how many leads we’re generating. Here’s our average cost per lead is that cost per

Really manageable for us to generate service calls service revenue? And if so, can we scale it up? And if if not, then we need to dial in something within our campaign. But once you’ve got those metrics figured out, it’s almost like a North Star that can really you can really scale to the moon with your online pay per click advertising.

So just a couple examples of good return on investment that can be had through through paid search kind of hit the metrics here. There’s a company in Miami, Florida called Falcon plumbing, and 237 leads 40% conversion rate typically is what we’re seeing from lead to book job 94 point job average ticket for applying company in their case by 5094 $51,000 in revenue on a $3,842 investment in paid search. So there’s 13 time return on investment in a in a relatively big market of Miami, Florida.

So and we can see an average of between five and 15 time return on investment from paid search, I find is if you can do that, and there’s enough search volume for it, that you can continue to scale it up, you got a scalable model to continue to, you know, to generate leads generate calls into expand your business.

Now, the final thing in our circle is the is local service ads, right in almost every market across United States when we search plumbing company right now, at the very top is local service ads. And I you know, it would be remiss of me not to say, look, you need to know what local service ads are, you should be investing in local service ads in your area, there’s a process to it like you have to get some background checks done. You have to get accepted, and you need to follow some rules. I’ve got a great training on this that I did a couple months ago, if you’re interested in looking at it walks you through exactly what you need to do to optimise your local service ads account to make sure that you’re showing up in the three pack to make sure that you

getting as many leads as you can. Because your average cost per lead via local service ads tends to be your lowest cost per lead. And the quality right now is still very, very good. So highly recommend that you’re tapping into the power of local service ads.

And the last piece of our whole strategy here, our digital dominance method, and really how to triple your sales, were getting your internet marketing, right, is to make sure that you have precision tracking in place.

Your tracking is is kind of your North Star, right? And you might think, you know, I don’t really know if I need to track I don’t need to know how much I spent and what my average cost per lead is and where my money went. The fact is, if you don’t know, you will, your advertising campaign will fail. Without question. It’s not like oh, well, maybe it won’t work well, or maybe I’ll lose some money or maybe it will just be 100%. If you don’t know your numbers and you know, down to the dollar. Here’s how much went to Google AdWords. Here’s how much went to organic. Here’s how many leads are generated.

from various sources, here’s what my average cost per lead was, your campaign is destined to fail. So a couple tracking mechanisms, I really recommend that you put in place Google Analytics. So you know how much traffic to your site, what they typed in to get there, how long they stayed.

You want to have some type of online ranking report so that you can see where your ranking for the various keywords in your area.

You want to have call tracking in place and you need to use dynamic number insertion, so that if somebody gets to the website or gets to your ad, the organically see one number. And that’s tracked one way, if they come through paid search, they see a different number to track that way. It needs to be pushing all the way down into your Google AdWords campaign so that you can see your average cost per lead via a paid search, and what’s your average cost per lead per ad group is and which keywords are generating the best results. And ultimately, in my mind, the last piece of your tracking needs to be some type of CRM, customer service management system or dispatching tools.

That’s tied to your marketing. So the best example of this is service Titan, where you can ring into your pay per click call number, dispatcher, your jobs through their book the revenue through there and really see your true return on investment. I think that’s the gold star of tracking. At a minimum, you need to have called tracking in place and some type of mechanism to see, here’s what we spent his average cost per lead, here’s our projected return on investment. Because with that, you can really scale it, you can really control it, and you can really take it to the next level. So how are you gauging your your internet marketing? Again, if you don’t have a good marketing tracking mechanism in place? You know, you’re guessing right and you never want to gamble. You never want to guess with your advertising spend. So do you have Do you have Google Analytics? are you tracking your keyword rankings? Do you have call tracking in place? Do you have a CRM is webmaster tools in place, these are all things that you need to have done as you grow as you close out the year and as you

really look to get this in place. So we’ve come full circle, we come through all of the checkboxes for this, how to triple your sales. We’re getting your internet marketing, right? We showed you examples. We’ve showed you case studies, we’ve given you specifics. If you get value from this session, posted comments, yes, this has been good. This has been helpful. And let me know what you liked best. Did you like best the specific explanation? Did you like best the case studies and examples would love to know so i can fine tune this and make sure that it’s really as useful as possible for you.

And really, what I want you to do is go through that workbook. And I’d like you to have like three or four things that you know, okay, I know we need to do this, right. We need to get multimedia on our website, we need to implement chat, we need to, you know, get the tracking in place. So we really know our average cost per lead and we know where our dollars are going. And that’s why I created this in a checklist format. So be very easy for you to have an action plan. Where do we go from here? What do we do? What do we do next?

So you get the plan. If you’d like some help with this, you’d like to talk with us about how we can help you. What I want you to do is just in comments, type in lead flow session. If you type in lead flow session, Christian Pearson, our team will reach out to you will schedule a time. And what we’ll do is we’ll do a complete analysis of what we’ve talked about on this session today. Right? Well, we’ll look at your role, develop that list of keywords for you, the most commonly search keywords in your area, will run it through a ranking report to show you exactly where you rank on Google and Yahoo and Bing so that you can find whether there’s room for improvement or not. We’ll do an analysis of your conversion elements like is your website truly built to convert or you know, are there problems?

And then we’ll,

we’ll we’ll talk about how we can help right and if it makes sense for us now, not every case it does, and that’s okay too. But if that sounds good to you, call us at 866-610-4647

or type in plumber seo.net slash schedule that will take you to a page where you can enter, you can enter the

name, contact details and pick a time for us to meet one on one. Alright, so I see I see your Yana and Robert and a couple of others you saying you want it great.

We will reach out to you ASAP on this. If you don’t mind, just put it in your arm, you know the best email address to reach out to you on that way we can make sure to reach out and get this scheduled for you right away.

So that’s a wrap. It’s been an honour to go through this with you. I hope you had as much fun as I did. I hope you’re able to implement this stuff to really help your company, go to the next level help your company you know, generate more leads generate more sales dominate your local online marketplace. Chris, Robert, thanks, guys. We’ll get this on the schedule for you right away. And if you have any questions, feel free to post it in the comments here. Or, you know, feel free to reach out to

Most of you guys should be in the plumbing NH back online marketing mastermind group, which is a great group on Facebook where we share some of our best ideas and strategies. And it’s a great place to you get access to me you get access to my team in there, you’ve got access to Krishna, my Director of Business Development, and you get access to a couple thousand other successful plumbing in HPC companies. So if you’re not in that group, definitely reach out to me say Hey, Josh, I want to get in that group as well. But that’s it. That’s it for now. Thank you guys for your time, and I’ll look forward to talking with you soon.