Andrew from Birch Roofing contacted me because he wanted to increase the phone calls from his website and he felt his website could do more to positions his business above the competition.
The first thing I did was a conversion analysis and Google Analytics audit to highlight parts of the website I though could be improved and look into the data of what the website visitors where doing on the website, the most popular pages and the ones that had high exit rates. From this data I could develop a conversion plan for Andrew that would be structured around getting him results in the fastest time.
Here is the video of my initial conversion analysis.
After doing a conversion analysis for him we started working on the copy on the page (the words) in order to make them more customer focussed rather than company focussed – e.g. to make the words on the website talk to the customers rather than about the business.
This is one of the most common mistakes business’s make in their company materials. Your visitors don’t care about you or your business (unfortunately) all they care about is WIIFM – Whats In It For Me!
If you can work on the copy on your website and turn everything round to talk directly to the customer and focus on their pain points and how you can remove their pain you will get some really good increases in conversions. If you can also use the same language that your ideal customer actually uses (rather than generic corporate speak that no one understands) you will get even great increases in conversions.
We worked on making this copy more customer focussed and worked on talking to the customer in terms of the benefits of the services that Andrew offers.
We also added some client testimonials to the important pages, one powerful persuasion factor is “social proof” your website visitors want to know that you can get the results you say. For Andrew his visitors want to know that he can deliver the roof repairs in a timely manor and do a really good job. Using testimonials of previous customers is a really good way of getting this “social proof” the website visitors can see that other people have had great results using Andrew.
Andrew was already aware of the short comings of other roofing companies and the building industry in general (not turning up on time, poor excuses/lies, bad language, larger louts) and was trying to use this to his advantage to position himself and his company as a breath of fresh air.
He had already doing some great work to the website because of his work on positioning and his own research into conversions.
I spoke to Andrew a few weeks after implementing the changes I recommended and he said that he had already noticed an increase in phone calls which was the main goal.
He was very please with the work that I had done in helping him to increase the phone calls from the website, he had this to say about my services.
“This guy is worth a lot more money than he charges. He provides valuable advice that consultants would charge a lot more for. Really pleased to have found him.”