Average lead to opportunity conversion rate for Engineering

How to create outlook signature

what's a digital marketing agency owners on today's video I want to talk about one of the key strategies you need to know anything to have dialed in your agency to generate better results for your client and that's how to make sure you're setting up your client website so they're built to convert traffic into leads and sales at the highest level possible on this channel we talk a lot about how to land clients how to deliver world-class results how to retain and how to scale so if you're interested in learning how you can dial in your conversion strategies just a little bit you're going to want to watch this video [Music] before we talk about conversion really most digital marketing agencies provide a mix of services what we found that improves retention to the highest level possible is when you come to the industry and you come to the niche with a comprehensive service that does website SEO pay-per-click retargeting marketing Automation and the Blended results generate consistent measurable return on investment for your clients and so we've paid very close attention to what we do on our clients website and what we can do to improve the conversion rate at the highest level possible and so I want to share some examples of kind of what we do on our client websites how we make sure they convert as high as they do and give you some talking points right and some talking points you can bring to your clients to your prospects about what they can do with their websites to generate better results and maybe some things you can tweak with what you do with your client websites to generate even better results and so one of the clients we've been working with for quite some time is Valley Plumbing they're based in the Salt Lake City Utah website valleyplumbing.com um you can look at their website as an example as a point of reference and we're looking at the data and so I want to start off by showing some data and some outcomes we track very closely how much they're spending with us how many leads they're generating what their average cost per lead is and you can see here in this particular example they're spending about ten thousand dollars per month about 510 track leads about an average of 18.81 per lead but really what I want you to see is we're also tracking how much traffic got to the website and how many leads were generated so we're tracking phone calls web forms and today um chat service Communications as well all of those we count as a lead and you can see for the traffic they have a 35 percent conversion rate from visitor to lead and that's really really good as I look at lots of Home Service websites usually we're seeing conversion rate somewhere between 15 and 20 percent maybe a little bit less on average and so the things I'm going to be showing you on this video are very specific things that we see have a noticeable bump on conversion rates on our client websites and so another company we've worked with for several years now is the meridian Advantage they're based in the East Lansing Michigan Market you can look at their website but I really want you to see here about seven thousand dollar investment seven thousand eight hundred dollars 677 leads tracked about an average eleven dollars and 65 cents and it's really important that you're presenting that kind of data to your clients if you want to improve retention make it easier for them to see how much they spent how many leads they generated what their what their cost per lead is and what the return on investment is and so I want you to see here for the number of visitors based on the number of leads that are generated about a 32 percent conversion rate so there's another example of a home service website converting over 30 visitor to lead and the last example I'll show and then we're going to get into some specific tactics is nixco Plumbing nixco plumbing.com they're based in um in the Mason Ohio kind of outside of the Cincinnati Market tracking the data here about 5 800 invested about 535 leads tracked average of 10.99 per lead and again really looking at the master X and now we've got hundreds of client websites we've rolled this out on and we're always changing little things to see how can we improve the conversion rate so you can see here about a thousand visitors and for the number of leads generated about 38 percent conversion rate from from visitor to converted lead and so I share these examples because oftentimes I go to Industry conferences around digital marketing um and you know they're shooting for like a 20 25 conversion rate I want to tell you there's very specific things you can do on the website for your clients to generate better results and if you can generate more leads from the traffic you already drive that's going to make them more money it's going to make them more likely to stay with you long term it's going to make them more likely to be a case study for you that you can use to show your outcomes in the industry so you want to get this dialed in I've got a long list list that'll give you access to I want to focus on the 80 20 principle here the one thing that I see that you could do on your client websites that generates a massive impact is personality and authenticity right if I look at most of the websites you guys are building the client has a pretty website it's got you know stock imagery of a smiling family and what we found is your customer prefers to do business with a real person people that they know like and trust and so when we can get our clients to give us a picture of the owner a picture of the team and we can incorporate that into the header into the content on the website we find that that makes a noticeable increase in the conversion from visitor to caller and so I really want to encourage you guys figure out a way to extract authentic imagery from your clients I'll talk about some of the other key elements that can really really improve your conversion rate as as we go I do have a cheat sheet I made this for plumber SEO but if you want to check it out you can go to plumber seo.net cheat sheet that's just a little guide with some of the key things you can do and that we do on our client websites to improve conversion but the one of the main things and as a marketer as an agency owner if you're doing this in-house you want to bake this into the philosophy of your team is that if you can see Joe Jones through Joe Jones eyes you can sell what Joe Jones buys so you really want your web development team your content team the people doing the work to have thought through what are the fears frustrations and challenges that your actual customer is facing and make sure that that's what you're featuring in your headlines in your copy because you don't want to just have technical jargon you don't want to just write the content on your website for SEO rankings you want to make sure that the customer that gets there resonates with the copy resonate dates with the imagery and is most likely to convert so really spend some time getting clear on what your customers customer is dealing with before they get to the website and if you haven't done it I'm sure you did this in your agency thought about who your ideal customer is what their Fierce frustrations are and built an avatar well if you run a digital marketing agency and especially a niche focused agency which I think all agencies should run you want to have a really good avatar for your customers customer and really that that comes down to what are their their pains and frustrations what are their fears and implications what are their goals and desires and what are their dreams and aspirations and the better you and your team understand that Avatar the better you can make the website convert visitors to callers and again in the niche focused business the investment in understanding this pays dividends in the results that you're going to get for your clients um and so yeah I'm not going to go through all the details here but you do want an avatar who's the ideal customer like how old are they do they own a home what kind of car do they drive what's their age like what are some of the demographics but most importantly I want you to be clear on their their Fierce implication goals and desires even in Home Services we work with plumbing and HVAC companies we've spent a ton of time really getting clear like what are their fears they're afraid of getting ripped off they're afraid the contractor is going to mess up their house they're afraid that the person's not going to show up at the home on time and they're going to like take time off work and that's going to cause them to get in trouble with their with their boss there's very specific fears that our customers customers have and so knowing that we can incorporate that into the messaging on the website and that's why our websites convert as highly as they do and the more time you spend getting clear on this for your clients the better the outcomes and so you know just cliff notes in Home Services what we found is specific Plumbing HVAC is same-day service 24 hours knowing that someone can get out there today straightforward pricing up for a pricing trustworthy technicians um you know knowing those bullets we can kind of feature them in the headlines and so I'm sharing these real examples because I really want you to think this through I want you to incorporate this into the websites that you roll out for your clients the other thing that we really find improves conversion we talked about imagery and authenticity is video if you can have real video of the owner or a key representative within your client's business incorporated into the website that's going to improve time on page it's going to improve your conversion rates and with AI rolling out the way that it is let's face it you know anybody can clone 10 15 100 Pages relatively quickly in AI so content is only going to get you so far right eventually it's all going to have all of your clients are going to have lots of pages for all their services and all the things they do the one thing that will make your client Stand Out versus anybody that's in their competition is going to be actual footage of the owner talking about what they do how they do it what makes them different why somebody should choose them versus the competition answering the common questions that they get and so I really want to encourage you get out in front of your client base talk to them about AI talk to them about the importance of video based content and come up with strategies to help extract video content from them and get it populated onto your client sites it really really will improve your conversion rates so Cliff Notes version here pictures authenticity whenever we go from a generic image like of a family smiling to the actual team we see a noticeable improvement in our our conversion rates and that would apply in Home Services legal Health Care people want to do business with the real people and the real facilities and the real situations that they're going to be dealing with so have that authenticity have those key people in there leverage multimedia I would encourage our clients to have video on their home page and a video on each of the service pages of their site and we all have a smartphones these days you can do a high-tech video thing you can send a crew out there through various services or you can just instruct your client hey hold the camera in this way answer these questions that's really going to make the website pop it's going to make it convert and then really feature the the social proof right on your clients sites at the end of the day you can see how great they are but what the actual customers are saying about them has a massive impact on on conversion rates so leverage automation tools leverage tools to show their reviews on the site make sure you're featuring how many reviews they have and kind of what a quality organization they AR get testimonial videos where possible in any industry we deal with Home Services we do this you can do this in any industry it will absolutely improve your conversion rates the other thing really that we found in today's market that's improving conversion rates is there's a shift from conversion via the phone to a conversion via forms SMS and online booking and so whatever industry you're in think about are you giving your customers customer the opportunity to fill in a form if they want are you giving them the opportunity to book directly online because it is definitely moving in that direction we work with Home Services let's face it if I if I want a car what do I do I take out my phone I hit Uber or Lyft and the car shows up right I don't have to call the taxi service and talk to somebody and schedule a date and time your customers customer wants to have that Automation in whatever service your client provides so even in Home Services we're looking at ways to leverage online booking where they can schedule the plumber and just have it taken care of um or they can fill in a form and have a chat or they can start a two-way text message obviously have your phone number in the top right hand corner have clear call to action at each of the different blocks of text on the website leverage special offers and incentives especially through paid traffic on those pages to improve your conversion rate make sure the website is mobile friendly and that it loads like very easily on the mobile site and gives them the opportunity to convert lots of things you can do the last thing I'll say that we found has a huge impact on conversion rates is leveraging Automation and leveraging automation on behalf of your clients what we find is like five to ten percent of our clients web forms get followed up with quick enough to actually convert into leads and so if you're not putting a service like high level in place on the back end of your leads where every lead gets called immediately every lead gets a text message and email drip sequence it follows up over time you're leaving money on the table you're going to leave money on the table for your clients as well so make sure you're tapping into the power of automation on behalf of your clients as well uh we do this through high level I highly encourage you to take a look at this we use this in a variety of ways in our agency you can go to sevenfigureagency.com high level to learn about it and how you can use it for yourself and for your and for your clients but I believe in the agency game when it comes to improving conversion this is a no-brainer that all agencies should be taking advantage of so hopefully this has been helpful if you've got some good and insights on how you can generate better conversion for your clients press conversion or type conversion in the comments if you have follow-up questions or thoughts on this you're like hey you know what Josh I was wondering about this thing that you mentioned post that in the comments here I checked I check the comments I'll make sure to get back to you point you in the right direction if you'd like a a cheat sheet of all the key things you would want to do to improve how you're building your client websites to improve conversion just type website or conversion cheat sheet in the comments that'll trigger our team to find that asset and send it over to you and if you'd like more ideas on how to grow your agency I've got a great uh training we call the seven figure agency roadmap implementation program for a limited time I'm actually offering this for free and so you can access this by going to sevenfigure agency.com roadmap or hit this QR code I hope you got value from today's video if you did please hit the like button please hit the Subscribe button post your fault questions below and I look forward to talking with you again soon