for a contractor client from 1.25 to 31 per month.
What You First Need To Understand
Most contractors with a website fail to drive any significant business from their website because they either don’t get enough website traffic; or they fail to convert a high enough percentage of visitors into leads.
How much traffic do you need to drive to your website to generate enough leads to grow your business? That depends upon how good your website is in converting traffic to leads. 100 visitors with a 10% conversion rate will produce as many leads as a 1,000 visitors with a 1% conversion rate.
To summarize: an Increase in Website Traffic + a Higher Conversion Rate = More Leads.
How To Get More Traffic & A Higher Conversion Rate
To get more website traffic you have to give people a reason (content) to visit your site. And not just anyone, but people that are researching home improvement projects or looking for a contractor.
Once prospects are on your site you need to establish credibility. They have one simple question that needs to be answered, “Is this company credible and capable of delivering a high quality finished project?” If the answer is yes they will complete the Quote Request form or call you.
To Summarize: Keyword content targeting the keywords prospects search will increase traffic. Establishing credibility through blog posts, project portfolios, testimonials, etc. will increase conversion rates.
Why Work With Surge Local
We built our first website in 1998. Since then we’ve continued building sites and doing online marketing in one form or another. In 2010 we started developing the process we use today through a combination of knowledge, experience and trial and error. As the online marketing world has evolved we’ve been right there with it.
Our proven marketing process is designed to increase website traffic and convert more of your visitors into leads.
Content is the key tool in inbound marketing, the most effective online strategy to draw visitors to your website. Content is used to target and rank for critical keywords your prospects search for in search engines. This content includes blog posts, videos, infographics, project portfolios, guides, social media posts, email and more.
SEO, Social Media
& Local Search
Blogs are a perfect vehicle to create content that targets specific keywords. Plus each new post is a new page for search engines to index, helping you grow your SEO footprint. Social Media allows you to promote your content. Adding listings to local directories improves your presence in Local Search and help with SEO.
For Lead Capture
Most people that visit your website are either researching a type of project or they are vetting you to see if they want to offer you the opportunity to bid on their project. Photo galleries, videos, virtual tours, project descriptions, testimonials all help build credibility to drive visitors to submit a quote request.
A Contractor Case Study
How we made a client 🙂 by putting Dollars In Their Pocket
This contractor client was generating little business from their website. The website was poorly designed, lacked basic SEO and was not optimized to drive conversions.
The goals for our work were to:
- Increase website traffic
- Increase website conversions (Request a Quote)
To drive new traffic and increase conversions we focussed on the following:
- Redesigned the website to look more professional and feature a project portfolio
- Optimized the website for SEO
- Utilized blog content to capture keyword rankings and drive new traffic
- Promoted content and projects using social media
- Built an email marketing list to send out a monthly newsletter
- Built a Local Marketing footprint utilizing high value local directories
Traffic: Increased 316%, increasing from 450 per month to 1,425 per month
Leads: Increased from 1-2 per month to an average of 31 per month
Conversion Rate: Increased from 3/10 of 1% (.003) to 2.5%
**All traffic is not equally important. Part of the work done has been to improve ranking for the right keywords to drive more traffic that is relevant to the client.
Traffic and Conversion Rates Both Increased
The following chart shows the year (2011) prior to beginning our work, then our work starting in 2012 through 2015. You can see the year-by-year improvement in website traffic (unique users), the conversion rate and leads generated.
|Year||Unique Visitors||Conversion Rate||Leads||Leads Per Month|
| *Benchmark results before we
started working with the client.
This is our original Contractor client (the first we worked with) and the results you see above reflect that while we were improving their traffic and leads each year, we were also learning what worked and what did not work. This knowledge and experience was critical to the website redesign we launched on February 1, 2016.
New Website Design Doubles Leads
On February 1st 2016 we launched a new website redesign that featured a refreshed look and feel, more optimized code, an updated navigation and mega menu, improved photo galleries and improved placement of the quote request form on all pages of the site. The new site has nearly doubled leads since launch, even though traffic has only increased about 6%.
Contractor Marketing Programs
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