Unlock the Potential of Staffing with the Average Lead to Opportunity Conversion Rate for Staffing

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hey welcome to Builder funnel radio today I'm super excited to announce a new segment of the show called the growth series now if you've been listening to Builder funnel radio for a while you know that we bring you industry guests thought leaders experts people that are in the trenches and we do that every other week we sit down have a conversation and we extract all this great information that they have and we pass it on to you so that you can improve your business now we're still gonna do that but on off weeks we're going to do the growth series episodes now these will be a little bit shorter but a little bit more tactical so the idea is that we want to dive right into a topic and give you actionable things that can help you grow either as a person or help your company grow so you're gonna see us dive into very specific marketing topics sales topics but it could be team culture related as well and again the idea behind the growth series is that we want to help individuals grow and thereby companies grow so I really hope that you're gonna enjoy this new segment of the show again you can look for it on these off weeks in between our guest features and so sit back and relax and enjoy a growth series by Billy funnel radio [Music] hey guys welcome to Builder funnel radio again I'm super excited for this new segment the growth series this is our first episode as a part of this segment and today's topic I'm very excited about it's probably one of my favorite digital marketing topics out there and that is lead conversion so without further ado let's jump into today's episode all right guys let's jump in and talk about lead conversion so this is one of my favorite topics in terms of the whole digital marketing spectrum and I think it's my favorite because I'm kind of a numbers guy and you can nerd out a little bit as you dive into conversion rates and looking at traffic and lead numbers but it's also a really powerful lever so one of the things I often talk about with inbound marketing digital marketing is that you have these two levers and those are traffic so traffic to your website and conversion rate so how many people are taking action filling out a form giving you a phone call that sort of thing so you have these these two levers and conversion rate is a super powerful lever because you can often double your leads without growing your traffic and that's pretty cool because sometimes growing your traffic can be difficult and so if you've been sitting there with a website and you're getting 500 visits a month and you're just kind of stuck at that level or a thousand or two thousand visits a month and you're not getting enough leads this episode should help you figure out how to get more leads without actually growing that traffic so let's jump in and talk about a few components that you need to execute on this concept of how do I double these leads in the next 30 to 60 days so there are a few components you need the first one is that you need something of value and we often call it premium content you've seen this for sure on the web whether that's on your own site a site that you've been to when you've been researching and shopping and trying to buy something or maybe you've seen it on some competitors sites but something that we call premium content is basically you know an e-book a checklist it's often just a PDF download so sometimes we over complicate it a little bit and we make this premium content sound super fancy and very very difficult to create to do a good job it can take some time but chances are you have something in your marketing database that you might be able to use so if you're a builder you might have a community brochure that could be a potential piece of premium content if you're a remodel or you might have a process document and that could be a potential piece of premium content but basically what that is is it's something kind of a cut above your free content so it's not content you have posted on your services page your about Us page it's not content that you have on your blog that people can access for free but we're gonna make people exchange information to get access to this so step number one is you need something of value to offer your visitors and that is your premium content the next piece is that you need a call to action and this is something that's going to drive people to basically take action once they've been to your site so maybe they're on your portfolio page they're on an available homes page they're on your services page wherever they are we want to be able to take them to this premium content and then the third piece is a landing page or a conversion page so if you're if you're thinking about this process basically imagine somebody's on one of the pages on your website and they see a graphic it says click here to download my process document or my remodeling checklist or my home buyers checklist whatever that piece of content is when they click that graphic or that button we basically drive them to the landing page or the conversion page and when they get there it's going to give them a quick summary of you know what are they gonna get if they fill out the form and that's the other key component that that landing page has is it has a form on it we're gonna ask for at least name and email but hopefully we're gonna get a last name a phone number a few data points and so let's dive into some of these components in terms of best practices but before we do that let's also talk about why this works so well and why it's so powerful so what we've seen is that when people visit your website almost all of them are not ready to buy today they're just browsing they're just researching maybe they're 30 days out maybe they're six months out maybe they're a year out from making that decision and it could be even longer as you know the sales cycle for buying a home for remodeling your home can be very very long and so the idea is that if they're on your website today they probably didn't land there by accident sure maybe a few people did but most of them they're gathering information so we want to be able to capture them pull them into our funnel and be able to develop that relationship over time so if somebody's reading a blog looking at your portfolio they're browsing we want to capture them in that browsing moment and then we can stay in touch with them so that's the whole concept is that if we don't capture them now they're gonna leave and we may never get them back to the website we may never have that opportunity again because six or nine months later when they actually go to make the decision they may end up on a competitor's website they may not make it back to our website if they didn't bookmark it or take some kind of extreme action to remember that they want to go back to your site so I'd rather not put the control in their hands I'd rather capture them in the moment because then we can build a legitimate relationship with them so that's the idea now in terms of the piece of premium content again if this is new to you and you haven't implemented this before don't overthink it take something that you've already got some collateral and use that it doesn't have to be a 30 page e-book like you maybe have seen or downloaded on other websites it can be 2 or 3 pages a PDF document you know you can create it in Word and save it as a PDF obviously you want it to be on brand you want it to have a lot of value because if somebody's going to trade some information you need to be able to deliver that to them but don't overthink it you can always improve later but the quicker you get this on your site the quicker you can start capturing these leads that you're missing right now so figure out your piece of premium content that's step one step two is design your calls to action and again these are just graphical buttons they're little tiny graphics that you put on your website and we'll make sure to put some examples in the show notes of this episode so you can see what that might look like but but they're just simple graphics and they say hey click here to download they have the title of whatever you're giving them and the whole goal is that when somebody clicks it you drive to the landing page now let's talk about the landing page for a little bit and we'll go through a few best practices the first thing is you don't want to have any navigation on your landing page the navigation is up at the top where basically you have that menu they can click on your home about us contact page we want to strip that away and the idea is that the landing page once they've made it there we want to focus them in on that form that one action we want them to take so we we take away the navigation and then we like a simple two column layout kind of a wide left skinny right on the wide left side we're gonna have a graphic that kind of shows what they're getting it might display the checklist or the e-book and then we're gonna have a few bullet points on like hey if I fill out this form what am I gonna get and on the right side there's gonna be a form and that's where we're gonna request that information the easiest way to think about what do I ask for what form fields do I put there is that we're weighing the value of the information the prospect is giving up versus the information that you're giving them in the PDF the ebook the guide whatever that is so if you've got a quick one or two page document that's got some value for them but it's not you know a 30 page ebook with tons and tons of information maybe you just ask for name and email if you've got a little more substance maybe you'll go for the phone number and you can play around with that and check your conversion rates but just think of it in terms of value you're asking them to give up valuable information so what are you giving in return and you want that to be pretty in line and that will help you get a solid conversion rate on one of your landing pages so those are a few best practices in terms of getting that conversion funnel built out now let's talk about how you actually implement that on your website as soon as you've got the landing page basically all you need to do is take those graphics those calls to action and start placing them strategically around your website so let's talk about that for a second let's say you're a modeling company and you created a kitchen design guide if somebody is browsing your website maybe they land on your kitchen services page that would be a really good fit to put that call to action if somebody's reading that information they see oh wow there's this kitchen design guide I can click here and get some more information maybe they're on a kitchen portfolio or a project page that would be a good fit maybe you've got several blogs that talk about kitchen design or process or cost those would be good places to put that call to action and so as you move through this process of lead conversion you develop more and more pieces of premium content for your library so you might have one on bathrooms and then kitchens you might have one on process or cost if you do new construction you might have a community brochure you might have a new home buyers guide a move-in checklist kind of all these pieces of premium content that cover a variety of topics so that as you look at your website the more and more you build this out every single page is a conversion opportunity because if somebody's doing a google search they may land on your home page but they may land on an interior page if you promote an interior page or a blog on social media they might land right on the blog so you've got all these entry points into the website you want to make sure that if somebody only sees that page you have a chance to convert them and so we can't look at just our home page as the place to convert or just a services page every single page is an opportunity to capture somebody now remember we're talking about top of the funnel conversions right now so premium content things give people in the research process we don't know what their decision timeline looks like and so our assumption is that there earlier on however it could be near the bottom but we have to assume that they're at least a few months out from making a decision or they're at least checking you out beforehand so they want to download you know a few things get some more information so the idea is that we've if we capture them at the top of the funnel then we can move into a nurturing sequence a regular email program which we will definitely dive into in later episodes of the grouse series but for today I just want to focus on that capturing that lead and that part of the process so again we're talking about people coming to your website not knowing where they are in their decision process and making sure we capture them before they leave so now let's talk about some typical conversion rates and things that you maybe want to be looking for as you implement this process so I've been doing this for almost a decade and been looking at websites looking at their analytics their website traffic so visitors coming to the website and then how many form submissions or leads are we capturing and if somebody is not implementing these strategies I typically see kind of an industry average about a half a percent conversion rate so that would mean for every 200 visits you get to your website one person would fill out a form so that would be that half a percent you basically take the number of form submissions divided by your website traffic and then turn that into a percentage to get that conversion rate now we benchmark at 1.5 to 2.5 percent is a good number to shoot for as you continue to optimize your site you can work that up to 3/4 we've even seen 5% that's typically a multi-year optimization process so again thinking about the early stages if you only have a kitchen guide and you also have lots of content that talks about bathrooms and additions and basements maybe that content isn't going to be able to convert as well because you only have a kitchen guide but if you have a blog about basement and you have a basement guide that conversion rate should go up on that page so that's how you can continue to optimize conversion over time along with some other factors like testing your design on your landing page or your calls to action but if you've never implemented this process you should be able to get your conversion rate from a half a percent up to one percent in a pretty quick fashion so 30 60 90 days somewhere in that time frame is achievable and then you can start working towards that 1.5 to 2.5 percent range if you're a specialty contractor that percentage will shift up dramatically you can see 10 to 15 percent conversion rate on your website it's a little bit more need space typically and so people that are hitting the website are typically ready to start a conversation fill out a form and take some action if you're a builder remodeler you're gonna see that lower conversion rate it's a bigger decision it's more of a considered buying process so they need to think about it they need to research and they're not necessarily say replacing a roof where they kind of just need to get that done so again think about what your conversion rate is now if you don't know what it is go to your Google Analytics look at your monthly traffic and I like to get a kind of a range so maybe you look at year-to-date take a six month or a twelve month window and take an average and look at you know how many visitors are you getting per month on average and then look at your form submissions or your lead flow through your website and what does the average look like on any given month again divide that number into your traffic number and that will give you a percentage I bet that you're sitting at about a half a percent if you have it have not implemented this strategy before so but if you go through this exercise please email me make a comment in the show notes again my email is s Powell a builder funnel comm I'd love to hear from you and see if that's if my assumption there is lining up with your reality and again set the target see if you can get to one percent if you get to one percent conversion you dear leads and that's without touching traffic so it's a really powerful strategy and I hope that you guys take this episode and you go okay I've got my website maybe I know a lot about digital marketing maybe I know a little about digital marketing but either way if I can improve my conversion rate I don't have to worry about traffic and I can still increase my lead flow so I see this as a relatively quick win and it's a huge opportunity I look at a lot of websites and this strategy isn't being implemented so that's it for today's episode guys I hope you really enjoyed this topic on lead conversion again it's one of my favorites just to quickly recap your action steps you need a piece of premium content you need a call-to-action and you need a landing page once you have those components you can put your call-to-action around your website it drives people to the landing page they fill out a form they get the piece of premium content and you get a lead and again the other action item is look at your current conversion rate before you do this and I bet it's about a half a percent but whatever it is write it down and benchmark off of that and then once you implement this strategy see if you can double it and again let us know we'd love to hear some stories of you guys implementing the strategy and doubling or potentially even tripling your leads in the next 30 60 or 90 days so again really excited about the growth series hope you guys are too and we'll see you next time for the next installment in a couple of weeks on Builder funnel radio [Music] you [Music]