How to optimize your website for conversion - Plumbing & HVAC SEO

Digital Dominance Method

HTTP://WWW.PLUMBERSEO.NET

http://WWW.PLUMBERSEO.NET

Need Your Attention Please...

• Turnoffcellphones• TurnoffFacebook• Ifyou’reseriousaboutdoublingortriplingtheleadsthatyoupullfromyourPlumbingorHVACwebsitethenthenext60-90minutesarecritical

House keeping



Who Am I & Why Should You Listen To Me?



Hundreds of Plumbing & HVAC business owners…



Who Am I & Why Should You Listen To Me?

This is what we do



Did you download the Workbook?

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www.PlumberSEO.net/convert-workbook


http://www.PlumberSEO.net/convert-workbook

http://www.PlumberSEO.net/convert-workbook


What is the ONE online marketing element that will have the biggest

impact on the results of your overall Internet marketing efforts?



Your website is the HUB

10HTTP://WWW.PLUMBERSEO.NET


WhyconversionisSOimportant?

SENARIO 1:

500 Visitors per month

5% Conversion

25 Calls / Leads

30% Conversion

7 Booked Jobs

$450 Average Transaction

$3,150

SENARIO 2:

500 Visitors per month

15% Conversion

75 Calls / Leads

30% Conversion

22 Booked Jobs

$450 Average Transaction

$9,990

TripletheLeads&RevenueHTTP://WWW.PLUMBERSEO.NET



Can conversion optimization really have an impact?

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After

Before


http://laneysinc.com/

How do we optimize for conversion?



9 Critical Elements to Enhance Conversion

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1.Speaktoyourtargetavatar.Whataretheirfearsandfrustrations&speaktowhytheyshouldchooseyou?

2.BEREAL-Useauthenticimagesofyourteamtothehomepage&throughoutthewebsite

3.Usevideo&multi-mediaelementstoengagedifferentmodalities1.Websitewelcomevideo2.Video’sforeachofyourservices3.Videoexplainingwhysomeoneshouldcontactyouvs.thecompletion

4.LeverageSocialProof-ShowcaseyouronlinereviewsprominentlyonthehomepagewithatoollikeBirdEyeorReviewBuzz

5.Getthebasicsareinorder1.Phonenumberintorighthandcorner2.EnsurethatthereisawebformthatcustomerscanOillout3.AddcredibilitywithAuthoritySymbols(BBB,Angie’sList,etc)

6.EnsureyouhaveclearCallsToActiononeachpagethatspeakstoyourcustomerAvatar&tellthemexactlywhattodonext

7.UseSpecialOffers&Couponsthatmatchtheservicetheyareinneedof8.MakesureyourwebsiteisMobileOptimizewithaneasyClickToCall

function?9.ConsiderleveragingLiveChat



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If you can see Joe Jones through Joe

Jones Eyes then you can sell what Joe

Jones Buys



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Who is your ideal Customer Avatar?

• Demographicso Home Ownero 35+ years oldo Typically female occasionally maleo Married with 2-3 kidso Head of householdo $65K+ Annual Household Incomeo Family orientedo Reliableo Easily frustratedo Likes to please people & expects the same in returno Not handyo Likes gardening, crafting & artso Lives in the suburbs - upper middle class neighborhoodo Takes an interest in their community

• Pains & Frustrations

o Plumbing or HVAC Not Workingo Can't get a plumbing company on the phone

or to return their callo Need to get plumbing issue resolvedo Too busy to deal with ito Worried that the situation at the house could

be unhealthy for family



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Who is your ideal Customer Avatar?

• Fears & Implications

o Being ripped off or overchargedo Paying too much for something they could

have gotten elsewhereo Having home damaged by faulty

workmanshipo Having to wait around for the plumber to

arrive at the homeo Being inconvenienced trying to coordinate

with the Plumbero May cause a disaster in the house

Bill will be more than the can afford

• Goals & Desires

o Get the plumbing fixedo Having the issue behind themo Having a well kept homeo Taking care of their familyo More income, money, wealtho Live in a nicer more luxurious caro Drive a nicer caro Kids healthy, happy & successfulo Spend more time with familyo Travel & have fun with familyo Respect and approval of friends, family and relativeso Piece of mind



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1.Same Day Service or Emergency Services or 24 Hour Service or On-Time Service

2.Strait-forward Pricing or Upfront Pricing or Satisfaction Guaranteed

3.Trustworthy Technicians or Trusted Technicians or Experienced

Messaging That Works



HTTP://WWW.PLUMBERSEO.NET20

Speak to your IDEAL Customer


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Be Real & Authentic




Leverage Video & Multi-Media



Leverage Social Proof



Get The Fundamentals Right



Use Special Offers That Match The Service They Are Interested In


Make Sure It’s Mobile Friendly

• 4.8 billion people now own mobile phones.

• 3 out of 5 consumers search for local businesses on their smartphone

• Google reports that 40% percent of mobile consumers turned to a competitor’s site after a bad mobile Web experience



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Click To Call



Consider Live Chat

• Only 5-10% of the visitors to your website take action (call or web form)

• 90%+ of your visitors leave without calling

• We know they are in the market for your services & are in your service area (they just hit your website)



Live Chat Proven to increase leads by an average of 35%



KEY IDEAS

• Add real authentic images of your team to the homepage & throughout the website

• Add video elements to your website • Website welcome video • Video’s for each of your services • Video explaining why someone should contact you vs. the

completion • Showcase your online reviews more prominently on the home

page with a tool like BirdEye or ReviewBuzz • Get the basics are in order

• Phone number in to right hand corner • Ensure that there is a web form that customers can fill out • Add credibility with Authority Symbols (BBB, Angie’s List, etc)

• Update the Calls To Action on each page to ensure the speak to your customer Avatar & tell them exactly what to do next

• Leverage coupons / offers that match the page they are on • Add live-chat to your website



Is your website optimized for conversion?



Is your website setup toCONVERT visitors to callers?

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Example-http://laneysinc.com/


http://laneysinc.com/


http://plumberseo.net/cheatsheet


http://plumberseo.net/cheatsheet


Which of the following should you implement in your business NOW

that will have a positive impact on your conversion rates? PICK 3 To Implement in the next 30 days:



Is your website optimized to convert?

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♦ Doesitspeaktoyourtargetavatar?Doesitaddresstheirfearsandfrustrations&speaktowhytheyshouldchooseyou?

♦ Doesithaverealauthenticimagesofyourteamtothehomepage&throughoutthewebsite

♦ Doesitincludevideoelementstoyourwebsiteo Websitewelcomevideoo Video’sforeachofyourserviceso Videoexplainingwhysomeoneshouldcontactyouvs.thecompletion

♦ DoesitshowcaseyouronlinereviewsprominentlyonthehomepagewithatoollikeBirdEyeorReviewBuzz

♦ Doesitmakeiteasyforthemtotakeactionandgetincontactwithyourcompany?♦ Getthebasicsareinorder

o Phonenumberintorighthandcornero EnsurethatthereisawebformthatcustomerscanOillouto AddcredibilitywithAuthoritySymbols(BBB,Angie’sList,etc)

♦ UpdatetheCallsToActiononeachpagetoensurethespeaktoyourcustomerAvatar&tellthemexactlywhattodonext

♦ MobileOptimizewitheasyClickToCall?



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Whatareyougoingtoimplementasafunctionoftodayswebinar?

1. __________________________________________________________________________

2. ___________________________________________________________________________

3. ___________________________________________________________________________

ActionItems…



FREE: 2017 Online Marketing Plan Review

• Analysis of Online Visibility • Custom Keyword List of most important search

terms • Ranking Report showing where you rank currently • Analysis of Online Directory Listings & Consistency • Analysis of Online Reviews and Reputation • Analysis of Social Presence • Analysis of Website Conversion Effectiveness

CALL866-610-4647WWW.PLUMBERSEO.NET/SCHEDULE



Digital Dominance Method



FREE: 2017 Online Marketing Plan Review

• Analysis of Online Visibility • Custom Keyword List of most important search

terms • Ranking Report showing where you rank currently • Analysis of Online Directory Listings & Consistency • Analysis of Online Reviews and Reputation • Analysis of Social Presence • Analysis of Website Conversion Effectiveness

CALL866-610-4647WWW.PLUMBERSEO.NET/SCHEDULE


http://WWW.PLUMBERSEO.NET/SCHEDULE


Join Me At The Back Table To Schedule Your Strategy Session Now!

How to optimize your website for conversion - Plumbing & HVAC SEO

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