What is Lead Generation?
Here’s the truth: you have a website. Now, you believe your website racks up traffic automatically because people want to search for HVAC and Plumbing content.
Unfortunately, the truth isn’t as exactly as warm as this concept. True enough, your website is a channel for traffic. However, if it is not generating audience interest, then it is not efficient.
In fact, some companies only have Facebook pages. Unfortunately, it limits your visibility to social networks alone. You’re missing out on 91.5% traffic that search engines produce for high-ranking sites.
Most industry websites look like pamphlets or flyers with scarce data except for contact details. True enough, some HVAC and Plumbing websites offer great instructional guides but fail to highlight the importance of their services.
What can you do to improve your business? Simple: build a killer lead-generating website!
What Do You Need for a Lead Generation Strategy? A Website!
If you haven’t made a website yet, then you’ll need to commission one. On the other hand, if you have a website, then consider having it professionally audited.
Converting your site into a lead-generating platform requires you to add more than just a “click here” button and an attractive banner.
A high-converting lead-generating website can generate potentially about 300% increase in traffic and about 625% increase in potential contacts as per Denamico’s case study on an accounting firm.
Similar to HVAC and Plumbing companies, these firms focused on accounting and failed to improve their online presence. With cold calls and telemarketing failing to get traffic, they knew they needed a better online presence.
With an agency helping them create a lead-generating website, they increased their figures to the ones we mentioned earlier.
How Do You Make a Killer Website?
Luckily, making a killer website for lead generation and conversion isn’t too difficult. True enough, great content in terms of blog posts, excellent service pages, and navigation are a given. However,you’ll need to look into the following too:
Add Forms in All Your Pages
Newsletters have made a comeback because millions of people are using smartphones with email push notifications. Therefore, taking advantage of this is a great start for any marketing campaign.
However, do people have a reason to sign up for your newsletter? If you have compelling content, it is easy to convince them. Unfortunately, even if some do find it compelling, they will choose to re-visit your website for new content as they wish.
Therefore, if your newsletter came with a free ebook that addressed a specific topic to a majority of readers, then you’ll generate more subscriptions.
For example, if majority of your readers were rental property owners, then giving them an ebook with a complete guide about HVAC and Plumbing checks they can DIY is a great offer they will think twice about ignoring.
Aside from ebooks, you can offer things of digital value, such as time-limited discounts if they use your service for the first time.
In doing so, you build your first contact list. Next comes effective email marketing, which involves sorting them according to their interest and identifying which content will likely keep them interested. Here is a good example of a process to follow.
Optimize The Customer’s Journey
Helpful content will always grab consumer attention and pique their interests. In fact, well-made content as per the modern trends will always generate interest as long as it adds value to consumers.
Unfortunately, some HVAC and Plumbing websites fail to take advantage of excellent customer journey practices.
Here’s how a common consumer journey begins:
1. They find your content from search engines or social media
2. Next, the audience reads your content
3. Then, they click on some useful internal links
4. Following this, they read through your interesting article
5. Lastly, they find the information valuable and useful for their needs
In this typical consumer journey, the audience just disappears without a trace and returns indefinitely for content. They will not even think about your brand or your services.
Therefore, all your content should include offers. For example, the content can mention in passing your company’s experience in repairing HVAC units. Unfortunately, some will mention heater coil maintenance in a blog post that talks about cooling system treatment.
As a result, optimizing the customer’s journey eases in the sales offers without trouble.
In addition, customers will not respond quickly to a high-end sales offer. Therefore, offering more useful content will help ease them towards your offers as your authority and their trust in you continues builds up.
Always Remember CTAs Where Needed
Pop-ups have traumatized many computer users in the past. In addition, these do not translate well with smartphone use.
Therefore, a killer lead-generating website possesses excellent call-to-action buttons and elements. If you have streamlined the customer’s journey in your website, you can create a one-second decision-making process with a huge potential for conversions.
If you want to create excellent CTA buttons and elements to hasten your conversion rates, you can refer to this instruction here!
Beautiful Landing Pages
Once, people called them “homepages.” However, the new name was more appropriate because it is the first site page people come in contact with.
Landing pages must have an excellently-designed single-scrolling page. Then, it should have a captivating headline and a CTA button on its well-designed banner.
For HVAC and Plumbing businesses, directing people to their consultation form quickly is definitely a must. In addition, a short-and-sweet fill form asking for minimal information entices most audiences to consider having your consultation in no time at all.
In turn, you generate a huge amount of leads just from one well-designed landing page. If you want to see great examples of landing pages, here they are.
Optimize Your Site For Huge Leaps in Lead Generation and Conversions!
Creating a website with huge lead generation potential is always invaluable for HVAC and Plumbing companies that wish to generate huge lead figures in a short span of time. By following everything listed here, you’re on your way to having a killer lead-generating website!