Contractormag 2357 Searchengine
Contractormag 2357 Searchengine
Contractormag 2357 Searchengine
Contractormag 2357 Searchengine
Contractormag 2357 Searchengine

From SEO to conversion

April 20, 2015
No one knows Google’s exact science Website conversion is how you get ROI from your SEO budget Have your contact number on every page of your website You should typically place your info in the upper right-hand corner A strong social media presence is also important Use real photographs on your website Positive reviews and testimonials from other customers you have worked for must be illustrated on your site Your site needs to be mobile friendly as well Calls to Action will make or break your client base

There are many important factors that come into play when launching a successful SEO (Search Engine Optimization) campaign. Google’s algorithm to getting your website to the top consists of hundreds of minor factors and because no one knows Google’s exact science it takes an experienced SEO firm quite a bit of both on page and off page factors to get a page to rank. But just getting your website to the top is just half the battle. It’s also important to get those pages to convert potential customers to paying customers. Hence the name “Conversion Based Optimization.”

Website conversion is how you get ROI from your SEO budget. This involves some key factors that may seem obvious at times, but truly help to bring in more customers for your business. First off, have your contact number on every page of your website…every single page. This alone is proven to boost calls by up to 30%.

Also, you should typically place your info on the upper right-hand corner of the screen as the human eye has a tendency to look in this direction first. Include your company name, address, and phone number at the bottom of each page, for it will simply reinforce people to give you a call. It is also good to have other ways that your customers can get in touch with you, such as a capture forum.

Here they can leave their name, contact information, and a summary of the current situation they are in. Place this on the sidebar of every page and I guarantee people will use it. Sometimes people just can’t get to a phone or may simply like communicating via online chat.

A strong social media presence is also important, with links to your pages on your site. Social media gives customers a broader view of your company. You can post funny memes that pertain to your business, new information, fun facts, photos of the company, upcoming events, whatever you choose, just make sure to do it regularly. Plus, you will continue to gain more followers and it truly keeps your business on the map. A blog is a good idea too, but this must also contain regular entries or people will cease to come back.

Use real photographs on your website, this one is really important, because it gives your company an identity. If you feel like you don’t want your face out there for the world to see, I implore you to think again. Pictures of your team, your trucks, successful jobs you have performed, even your dog, all add personality to your site and separates you from every other company out there.

An eye-catching video or two will give your business even more intensity. Remember, when you put yourself out there potential clients will relate to you on an even deeper level. This simple gesture may actually double your call volume.

Next, you want credibility, and this can be gained in a few different ways. Positive reviews and testimonials from other customers you have worked for must be illustrated on your site. Links to forums like Yelp and Angie’s List will help to ensure your approaching customers that your work is strong, your technicians are reliable, and you are always there to provide prompt and friendly service.

Additionally, if you have won any awards make them visible. Say for example you have an A+ rating with the Better Business Bureau you most certainly want clients to know this.

Also, coupons, coupons, coupons! Offering an incentive is always a great way to get customers in the door. And it may seem insignificant, but making your discounts looks like actual coupons that you cut out from the paper will truly make them stand out. You should have a page dedicated to this, but a link to your discounts should be available everywhere on the site. That is another thing, your website needs to be streamlined. Everything should be easily accessible, user friendly, and perhaps the most crucial aspect is to make sure that your site does not lag while it is trying to load. This will send a potential client straight on to the next company.

Your site needs to be mobile friendly as well. There are 4.8 billion people that now own mobile phones and three out of five of them use it to search for a service when they need it. If your site won’t fit on the screen of the smartphone properly or it is too difficult to maneuver through, forget about it, you will be losing customers left and right. The mobile layout should be a simple version of your actual website with a clearly displayed button that people can just click on to call.

Lastly, CTA’s or Calls to Action will make or break your client base. If you want someone to contact you, you need to sell them. Your Call to Action must hit your customer like the force of an elephant squashing a mouse, and that is exactly what you are looking to do, crush your competition. Create a one to two sentence marketing bombshell that will stick out in everyone’s mind saying dial us now!

Now that we have discussed some ways to convert your clicks and calls into real live work. Make note of anything that your website is lacking and implement the necessary changes as quickly as is humanly possible.

Don’t procrastinate. I promise, if people see you as a different kind of company, one that really stands out and has all of their bases covered, you may be faced with too much business…if there is such a thing.

Josh Nelson is the author of the groundbreaking book Internet Marketing for Plumbing & HVAC Contractors – How to Triple Your Sales By Getting Your Internet Marketing Right. He is also the CEO of Plumber & HVAC SEO, which specializes in helping contractors across the United States increase their sales and revenue via effective online marketing. Learn more at www.plumberseo.net. Contact Josh Nelson at 866/493-9910 or [email protected].

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