Convert More Website Visitors Into Customers By Optimizing Landing Pages That Have A High Bounce Rate
So you’ve made a beautiful website, and you’re getting traffic, but it seems folks don’t stay long. That’s your bounce rate, and the lack of retaining your customer’s attention is hurting your business! Today we discuss how to look at Google Analytics to find your weak performing landing pages and address those issues to transform web traffic into sales conversions. Listen now for helpful advice on improving your business and its online presence.
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What you’ll learn
- What bounce rate is, and how it affects your business.
- How to use Google Analytics to see your website performance and address problem areas
- The importance of open lines of communication and a strong call to action in converting clicks to customers.
Here is the Transcript for Episode 73 – Find and Fix High Bounce Rate Landing Pages Using Google Analytics;
Jesse Dolan: Welcome back to Local SEO Tactics where we bring you tips and tricks to get found online. I’m your host, Jesse Dolan with Bob Brennan.
Bob Brennan: Howdy.
Jesse Dolan: If anybody’s watching on the video of the fancy new studio. The lighting is stellar, the video quality. We could really zoom in here and we could see-
Bob Brennan: All we need is make up artist soon.
Jesse Dolan: Right. Quarter number two, coming to you. But in all seriousness though, for anybody who has been watching on video, you probably will notice some better quality on both Bob and mine and we’re doing that for two reasons. One, can be a little bit of a tease here, but one is because we’re still remote working. There’s really not much we can do about it. Still not together in the office every day, not together in the recording studio there, that we did every day. So we decided to up the game a little bit with some better camera equipment. Some friends helped us out. Actually, Matt Addington, who was on one of our previous episodes, lent a hand on the video and the lighting and getting stuff set up to produce it better.
If we’re going to be remote and we’re going to cut more of these over Zoom record them, we definitely wanted to up the quality. But then secondly, as we’re coming to 2021, and this is the tease part, we’re going to start launching some kind of mini digital courses. Almost, and Bob you can say it differently if I’m butchering it, but like an extension of the podcast, right? So the stuff we get into on these episodes, we try to be pretty in depth and actionable, but it’s still a short 15, maybe 30 minutes episode. So we got to keep them light and quick, but these courses, we want to get more in depth with video how tos, guides, things like that, and really help you guys and gals out there do some of these things to get found and increase your footprint online.
To do that, we also wanted to up the game on the quality to make sure that communicates better and is easier for everybody to see. Kind of funny story we’ve been talking about in the meantime, you jump on Zoom calls, which for 2020 the year of COVID. Zoom is way more approachable now to all of us than it was before. Nobody’s really as timid, but jumping on Zoom calls with a little more high-def camera and different lighting makes an impact too. So if anybody’s on the fence about should you upgrade or not, I think we’ve literally seen it impact the business for how you come across in the meetings so it’s been good.
So with that we do like we do on every episode, kick it off talking about if you haven’t used our free instant SEO Audit Tool online, go check that right now, localseotactics.com top right corner, yellow button, free instant SEO Audit. When you use that, you plug in your page because you want to improve the SEO page by page. So plug in your page, plug in the keyword you want to optimize it for. And it’s going to spit you back a report on what you need to do to optimize that page for that keyword. And that provides a cheat sheet and it’s a real cool SEO 101 guide on what to do there. If you haven’t taken advantage of that yet, go out there and do it. Again, totally free, use it as many times as you want localseotactics.com.
And here in today’s episode, we’re going to be talking about not really directly SEO Bob I was going through it before we hit record here, but more of almost user experience, user design, but really for the purpose of converting traffic. And as Bob we’ve talked many times, I don’t have the math ratio, which I probably should have here. But if you could work on doubling the amount of traffic to your website versus converting existing traffic at a higher rate, if you find some weaknesses. Man, there’s way more efficiency in just converting that current traffic you’re already attracting and getting with tweaking your message and that user experience.
Bob Brennan: Yeah. That’s one area I know we’ve got to focus more on and there’s just subtleties it’s just stuff that we’re not real strong in. We’re working on, we’re gathering information on it, and hopefully we can share that with everybody to help them convert. And then part of it too is a lot of understanding your customer at the end of the day, which can be difficult. But if you can get that down and you’re intuitive, I just think it makes a huge difference. There’s again, a lot of effort we put in SEO getting found, which is just the start. I think the other part of the story between 30 and 50% more actions whether it’s form feeds or calls come back to that conversion piece.
Jesse Dolan: 100% and not to come at it from the lazy angle, but really it’s a more efficient of your time if you can… This is the hard is, is first getting found, getting the rankings and getting that traffic. Once you accomplished that, it’s a little more of a just tweaking on that conversion side to generate more leads out of that current traffic. And then there’s also an indirect and maybe even more direct pitfall if you’re having a bad user experience and user design in your website, where people are bouncing out, going back to Google. If you’re ranking for something and somebody clicks on your website, and then in short order clicks back to Google and maybe picks the site that was listed below you, Google sees that and they know that you were then a bad result. And if enough of that happens your rankings are going to suffer. So not only is this a topic here for increasing the amount of clients and customers you can get off your existing traffic, but also this makes you look better too. You’re not having that bounce rate with Google.
Bob Brennan: They see it all, don’t they?
Jesse Dolan: They do, they do see it all. And again, if the earlier tease about this high-def video to see every pore in our skin wasn’t a tease enough. That was another famous Bob Austin Powers, Dr. Evil fingernail bite there, pinky bite.
Bob Brennan: Just got to get a cat. I’m going to get up stuffed cat.
Jesse Dolan: I’m just thinking that would have been an awesome Christmas present, but it’s too late now I’m going to have to-
Bob Brennan: No my kid got me a monocle. So we’ll bring that into play here at some point.
Jesse Dolan: Perfect. Perfect. Again, another reason why to check out the YouTube video version of this.
Bob Brennan: Exactly.
Jesse Dolan: Check out the monocle. So let’s break it down, so that being said again, talking really about improving your user experience with the benefit or the purpose I should say of increasing your amount of clients off that existing traffic. So where do we start? Well, analytics what’s happening on your website? Our analytics of choice is Google Analytics, completely free. Most of you listening out there probably already know of it, or already have it installed on your website. But if not, that’s where you’re going to want to start. Making sure that you’ve signed up to Google Analytics.
It’s completely free, just got to set up an account. They’ll give you a little piece of tracking code that you have to install on your website. So that code has to be embedded. So then Google can read the information, if you will, off of your website. And then it’s going to give you a bunch of reports. The dashboard for Google Analytics is pretty stellar. It’s going to tell you all kinds of amazing things about your website traffic that’s happening. And I should actually pause right there. Sometimes I skip over this and just to break it down for everybody, Google Analytics is going to tell you what’s happening on your website.
So as soon as a user visits your website, whether they came from Facebook, whether they came from Google or whatever, now you’ll be able to see what they’re doing. You can literally see which landing page they came in on, which pages are more popular, which pages people leave on, they call it exit pages. The sources of the traffic, are you getting traffic from paid sources? Are you getting traffic from Facebook? Are you getting organic traffic from Google? Ton of great information within there so use Google-
Bob Brennan: Jess, can I ask, how long did it take you to figure out Analytics? Is that tricky? Because sometimes I even look at it and go, I don’t know. How’d you go about mastering Analytics?
Jesse Dolan: Yeah. So first of all, I appreciate it, but I’m definitely not a master of Analytics. I would say I can get in there and I can drive. And that’s something that just takes some regularity and doing, and then you have to stay on top of it. Because Google Analytics even though it’s free, they’re updating it all the time. It gets better and better. So you’re never really done. They’re always releasing new features, but it is. It’s very comprehensive. We’re only scratching the surface, what we’re going to talk about here for bounce rates and some of the things we’ll look at. Really being a master of it… Sue Ginsburg, who is on our team and is going to be coming on some future episodes. She is actually a certified Google Analytics expert through Google.
Bob Brennan: Oh, wow.
Jesse Dolan: I’d call her more of a master. I’m pretty good at a couple areas that we key in on as it relates to SEO and rankings and this conversion. But there’s probably going to be multiple episodes coming up here on Google Analytics and getting into some more of these advanced features. So not to try to cut myself down too much because I do think I can get in there, but I’m not a specialist. I’m not an expert in Google Analytics. And I don’t think everybody out there listening necessarily has to be either to use it, but you just got to know why you’re using it and what you’re doing with it. Like you said, you can go down some rabbit holes in there and really get into some areas that can provide some amazing insights, but then what do you do with it? That’s kind of always the part where you get trapped. Like, “Wow, this is amazing. Look at this, this, and this.” Translate that into action items otherwise all you’re doing just reading a bunch of data and just twiddling your thumbs.
So within that, the thing that we want to start here with Google Analytics is looking at specifically the bounce rate of your pages. Like we talked earlier, you’re showing up for a certain term, somebody clicks on your website and then clicks back out in short order, that’s a bounce. Google tracks that and they’ll tell you a couple of interesting stats in that same realm. They’ll tell you, what’s the percentage of people that are bouncing. You can also find how long are people staying on your site on average. If users are there for one minute, two minutes, three minutes, whatever the case is. And then also how many pages they visit. So those kinds of stats just within this realm of conversion, those kinds of stats are the ones that we’re going to be keying in on here today. And what we’re going to be trying to find is how to identify pages that have a high bounce rate, that you want to focus on applying some of these conversion optimizations that we’re going to talk about.
We’re going to go very basic on some recommendations and some things we’ve done for increasing your conversions, just to maybe spur some thoughts with all of you out there and what to do. Your industry, your niche, your style of a company is going to dictate what you do and how you convert people. But hopefully we can give you some insights. So first things first, where do you go once you get in Google Analytics to start. I’m not sharing the screen here for anybody on video, but I’m just going to talk through it. You would log into your Google Analytics account, and then there’s going to be a few tabs on your left-hand side a few menu options. You’re going to have audience acquisition, behavior and conversions. We’re going to be looking in behavior. Then within there, you’re going to go to site content and then under that you’re going to go for landing pages. So what we’re looking on here is just focusing in on how do people enter the website, what landing pages did they come in on?
Once you get to that spot, you’re going to see a list of pages and define your date range to whether it’s the last 30 days, last 90 days things like that. Pick your period of time, start looking at your data here and sort it by number of sessions, to find what the most popular landing pages are. Once you get into that, look over into those categories I was talking about for bounce rate. You’re going to be looking for something… Now every industry is different. Some people may be a 60% bounce rate, maybe that’s good. It’s all relative. What we’re looking here for is not just, how does your site stack up against what Jesse and Bob talked about for example or some industry report, that’s all that matters. Don’t get me wrong, but what we’re talking about here is just looking at your pages against the other pages on your website.
You’re trying to find what are the worst ones on your website and just stay in that universe. So start by looking at your most popular pages, sort it that way and look down. The reason I say sort by most popular pages and not by your highest bounce rate is because if you have a page with two visitors per month, that maybe has a 90% bounce rate, but you have a page with 500 visitors a month with a 60% bounce rate. Well, if you can impact the high volume page a little bit, you’re making a way bigger impact.
Bob Brennan: That’s that 80/20 rule.
Jesse Dolan: Yeah, totally. And you’re going to have that with your pages. You’re going to have a few pages that are your most popular landing pages on your website bar none. So again, we’re looking at pages, landing pages in there and we’re sorting that view by the most popular landing pages. The term Google Analytics uses is sessions. So sort by the sessions and then look at your bounce rate. And on my default here, I’m looking at, it shows you 10 rows. If your website is a lot more massive, you can look at your top 20, 30, 40, or 50 pages, but start with your most popular pages and look at those bounce rates and look for the outliers. If most of your pages are in that 40, 50, 60% range, but you’ve got a popular one that’s at 80%, let’s start there. So just for our example, that’s what you’re going to want to do. Bounce rate is the number one thing that we usually look at in this scenario.
Now if you’re trying to decide or maybe read the tea leaves a little bit on which page to attack those other two categories that I spoke about can also be important. Pages per session. If Bob visited a website, did he click through one, two or three pages, did I click through six. That’s what we mean there, how much more information… You came in on this landing page, but then how many other pages have you visited? Or I shouldn’t say other, how many total pages have you visited coming in on this landing page? That’s what they’re saying by pages per session and then average session duration. So again, this gets into user behavior, but it’s user behavior through the lens of they came in on this landing page. And we’re going to talk about this in just a few more minutes. Part of that depends on what did they search for and why did I get that landing page, which is matching your page with your intent there too.
Bob Brennan: What is not to hold you down, if nothing else, could you give us an example of acceptable bounce rates or if the bounce rate is high, what is an example like… You use this analogy a lot wedding band as in gold ring versus wedding band, meaning musicians.
Jesse Dolan: My band. Yeah.
Bob Brennan: You may end up with a pretty high bounce rate because user intent was so weird. You know what I mean?
Jesse Dolan: Totally. Totally.
Bob Brennan: Is that an example where you might have high bounce rate or what would be another example? Let’s say printer repair and majority of consumers out there have inkjet repair, which are not unrepairable, but they’re landing on your page that says we do not repair inkjets or whatever the case is. Those are the only things that I can think of. But outside of those outliers, what do you think a healthy bounce rate is somewhere sub 5% or?
Jesse Dolan: Yeah, well, if you get into single digit bounce rates that’s stellar because if you think about this bounce rates are everything if it’s traffic from bots. Traffic from people searching for the wrong things, there can be a lot of reasons where you’re getting bounce rates. So if you were a new client and you just came to us today and we looked at this, if there’s anything above 50% bounce rate that’s right there I’d be starting to look at that, to try to improve that. If you can get into 30 or 40%, that doesn’t there’s not room for improvement, don’t get me wrong, but I wouldn’t necessarily be worried about that if there are pages with a higher bounce rate. So this is all kind of relative and this is one of these famous for SEO like, “Well, it depends.” Is kind of the answer.
It depends on what else is happening with the rest of your traffic. If your homepage has 5% bounce rate and your most popular other landing page has 35% bounce rate. Well then even though that’s not a bad, horrible bounce rate in its own right a 35%, it’s horrible compared to your homepage. So that’s why I say, it’s sure you want to maybe look at some overall industry or like you said just don’t want to hold you to it, but what’s a good ballpark. Those numbers are important, but really you want to be looking at within your own site, what are the worst pages within your site. The overall discussion on what’s a healthy bounce rate for your industry, for your market, for your niche. It’s kind of a separate discussion because now you’re comparing yourself against other people.
Bob Brennan: Yeah. And this’ll be a neat topic to do a deep dive with Sue-
Jesse Dolan: Oh for sure.
Bob Brennan: … and really dig into it because I think it’ll help people understand their analytics better if their familiar with it.
Jesse Dolan: Yeah. And like you said on the front site too, man, if you’re getting… I’ll attempt some math here on the fly, don’t hold me to this either. If you’re getting a hundred visits to your website and whatever you’re converting 50 of them, if you want to get 25 more customers from that you’re going to have to what, like, I don’t know, not double your traffic, but it’s going to take a lot of-
Bob Brennan: 50%.
Jesse Dolan: Yeah, yeah. I guess that is pretty easy math when you say it like that, but you’re going to have to increase your traffic. That’s a pretty big task to do that and how are you going to do that? Whereas instead, can you look at it and say, “Can I just get 25% better conversion rate off existing traffic? How do I fine tune this?” Not nearly as daunting as finding ways to get more traffic. So within doing that again we’re looking at it saying our website is ranking at a certain level. We’re getting a certain amount of traffic. And just within that universe, within that set of blinders, how can I improve my bounce rate? Look for the worst pages on your website that are some of your highest traffic pages, kind of that intersection.
And you’re going to have something somewhere. Don’t look for things above 80%. Don’t link for things above 60. Like if you’re not finding them like, “Hey, my site’s great.” What we’re talking here is find the worst ones on your site. Most of your pages are 5% and you got one at 10, attack the one that’s 10%. If most of your pages are 60% and you got one at 80 attack the 80%. So find the worst performing pages on your website that are getting traffic in that union, that apex and start looking at them. So there we’ve identified, how do you identify your high bounce rate pages? That’s a quick way to do that. Easy way to do that there. Now, how do you improve your conversions? What should you do? We’ve talked about some things Bob kind of our best practices before.
Famous one you’re always like make that phone number big, old, red phone number on your website right. Now that’s an offsite if you will conversion metric. You can’t track that there’s goals within Google Analytics. Like if somebody fills out a web form, you can score that and that would be a conversion. You should have some kind of baselines here. Like how many calls are you getting? How many emails are you getting? So we started talking about tracking conversions here. You need that piece of information. If I’m getting a hundred visitors and I’m getting 50 customers, how do you know you’re getting 50 customers. Google Analytics, doesn’t tell you’re getting 50 customers. We’re using Google Analytics to tell us our bounce rates for when people are bouncing out. So to convert people, we’re going to need some things on the webpage to make it sticky, make it attractive and let them know they’re in the right place.
I’ll let you chime in on a couple Bob, but I’d lead with that. First one we always want is if… Unless you don’t want phone calls because there are some businesses that are like that, just put that asterisk out there. For most businesses you want a phone call and that’s probably your highest lead area, make sure your phone number is huge. Do you want to throw out any other conversion tactics?
Bob Brennan: No. I think just having, using tools call tracking metrics and things like that. And if you have a page that’s in a different geographic area even for that marked part, there’s a good example of having a different phone number for that, just to even if possible even track off of that. But try and always asking yourself once you’ve got enough to sustain yourself as far as business, then you really want to refine it and track everything you can track to find out what’s repeatable, and what’s successful if it’s not always be testing is the phrase. The thing I struggle the most with and I think it has more to do with my age than anything is the form feeds, the form submissions. You’re quite a bit younger than me and we work with younger people and they’re busy, and they don’t have time to call and that’s not their first line of communication.
I grew up that is your first line of communication. And as a society some of us have to adjust, not to be critical younger people, but you have to do better than that in that you can text and you can email and you can do form submissions. But if it’s critical, in my opinion, you’re going to pick up the phone or you’re going to call. So the thing we’re struggling with is doing good form submissions that are not a nuisance for us in terms of being spammed. Which is tricky because you got to use CAPTCHA and there’s some other techniques that you can use. But the point of bringing up the form submission is there are a whole generation of people that wouldn’t even think of calling. And you’re missing a huge opportunity and we’re figuring that out right now. A lot of people are much more comfortable with that.
They shop, they need a price and hopefully you’re the right price and hopefully you’re sending the right message and that’s stuff we’re working on. That’s why we got this camera, because again, I’m going to go down a rabbit trail, I’ll try not to. But one of the things we were talking about obviously is using Loom videos. So instead of just sending a price, the best looking person in your company, not me send, “Hey, we’re happy to help you with your painting project. And this is Ginger from the Gilligan’s Island. And I’m here to tell you that we can do it for this price. And we’d love to hear from you.”
Jesse Dolan:Not just sending an email reply but actually sending a video via email.
Bob Brennan:Send a video. Give it some, what makes you different? What makes you disruptive? What makes them feel like doing business with you? And if you can’t convey that you’re going to lose all to somebody that smiles better and is better looking, and gives warm fuzzies when they send you the price.
Jesse Dolan:Well, like you said at this point if somebody was in that position like, “Should I do what Bob’s talking about?” Things like that. You’ve already done the hard work you’ve got the traffic to your website. And then in this case, you’ve even gone further where they’ve submitted a form to you maybe write or sent you an email. And then your reply it’s still a part of the conversion, you go from website visitor to prospect or qualified prospect and then you ultimately want to convert to customer. You want revenue, you want customers from this. And so that’s a whole nother tactic is once they’ve actually inquired and contacted you, how do you close them? Like I said, that’s something we’re testing. And really, I think those kinds of things, like I said, it’s been a bit of an age demographic thing.
But even this year of 2020 with people being so virtual and remote, that’s accelerated it. Regardless of your demographic more people are seeming to… Again, I think phone calls from all of our clients and businesses, phone calls are still the number one. But there’s been an accelerated shift towards how many more emails or even Facebook messages or these other methods this year more than ever. Because I know people are just not wanting to engage with a salesperson or I don’t know, I don’t know what the actual mental shift is, but that is a great area that email slash form communications method. And I don’t think that’s going to be stopping anytime soon.
Bob Brennan: No. No. It’s going to be accelerating. And we’re all getting busier and it’s an ADD world and to that end when people land on your site, “Boy, you got nanoseconds to impress them.” So you’re going to be wanting to pay attention to bounce rates. You want to be paying attention to conversion factors and develop that. Now you may not have the money and resources to do that right away. But then as you gain success, that’s where you’re going to want to reinvest in my opinion, back into your website is to in every way that you reach and communicate is they need to see your personality. And you may not be super good-looking or whatever striking or smooth even, and that’s okay because not everybody’s going to relate to that, they’re going to relate to you.
But you’ve got to get your personality out there and your willingness and your knowledge of the topic, whether it’s countertops or it’s painting or it’s whatever service you’re going to provide, they need to know the biggest…. I think the biggest conversion factor is the fact that do you know what you’re talking about? And that needs to be all over your site. If it’s 20 years of doing this or 10 years of doing that, that needs to be on there, that’s part of your brand.
Jesse Dolan: Well, I like what you were saying there too. It’s they want to know the people is what I’m trying to phrase up, not just the company does this, but… Like if you have a YouTube video, like if you have a landing page just say about painting like, “We can paint your house.” Well, sure you can have a bunch of text that’s, “We can paint your house.” But if you have the owner or even any of the team members talking about painting and showcasing something, whatever, now it’s like, “I searched for something. I landed on this page. Well, there’s the people. I can see the people I’m going to be working with.” And number one, let’s just say if it was a video they’re going to watch that they’re going to stay on your page longer.
The longer somebody is on your page, the higher your chance of converting them is. But then number two, just that mental connection to see the people that trust. Because there’s a lot of fake stuff on the internet, some of that you can’t make up. If you’re wearing your polos and you’re showcasing yourself, you’re in front of your service van band behind you, you’re legitimate. And you’ve already separated yourself right there. And you’re going to get that call or get that email on that page.
Bob Brennan: That’s why I’m excited to hopefully… We’re having some success out there and that’s why I want to work with quality people like Matt. Matt’s worth paying the extra money to produce those videos and produce those pictures because you’ve got a nanosecond to get that idea or concept across, he has a trained eye he knows how to do that. And that’s what I’m excited about is maybe that’s stage two or three in this process that we’re talking about in conversion, but it is something you do have to pay attention to. And you do have to recognize that most of us don’t even have a clue about photography and video.
And you do what you can with what you have now as a small business. I’m not saying mortgage is your home to do this, but at some point you are going to want to make that investment to have a professional like Matt develop a video or pictures or whatever the case is. And if it isn’t Matt here in the Midwest, maybe it’s somebody else where you’re at. But again, you’ve worked hard to get to the top. Now it’s like going out on a date and wearing a t-shirt with a hole in it. You know what I mean? You’re not going to win that battle.
Jesse Dolan: So close.
Bob Brennan: Exactly.
Jesse Dolan: As you were talking too, I just pulled it up for everybody it’s episode 20 and 21. If you go back to our previous episodes, Matt Addington, he had some good tips about how to do some of the things Bob’s talking about, just yourself some best practices to elevate your game and then the importance of your imagery and things like this. Again, in the vein we’re talking here for conversion, like you’re saying Bob you got that traffic, let’s convert them now. These are the kinds of things that are going to tip the scales in your favor. A couple of other quick hitters, you mentioned on it a little bit earlier but like geographic area, talking about having a phone number. Don’t be afraid to have depending on what area… If you serve a metro area, like we in the twin cities with some businesses we have different area codes for different segments of the metro.
If you have a landing page that’s targeting a certain suburb, and they have an area code that’s different from maybe where your corporate office headquarters is or your main number, don’t be afraid to have a second phone number or alternate phone number just for that page to show them that local connection. In that same local connection vibe if somebody is looking for home painting Minneapolis, that page they land on should be talking about Minneapolis, mentioning Minneapolis, not making it seem like you’re from 200 miles away, things like that. Because it’s Local SEO Tactics, making the assumption here when people are finding your products and services for your business, that they’re typing in that city as part of the search or near me or whatever it is there’s a local desire. So you have to make sure you’re portrayed as local.
I think we’ve all done plenty of searches where we bump into like these national brands, or these national websites that aren’t local and they’re going to contract some third-party. Let’s say like a HomeAdvisors, or even like an Angie’s List where they’re not the provider, they’re going to broker it out. So whatever you can do to show that you’re in this city, that you serve this city, that you’re from the area, that local connection is a really good conversion factor too. Another thing on here I want to point out and this is my last piece, if you have any more to chime in, feel free, but having that strong call to action. You don’t want to just have a page and have it exist. Like, “Hey, okay, here we are. If you need us call,” That’s cool but it’s not compelling though. There’s no call to action.
Think about why your clients and your customers would contact you when they land on that page. Do they want a free estimate? Do they want a mock-up of what the home design is going to look like? If you’re an architect or what kind of thing would they want from you? Not the sale, not the transaction. Don’t, “Buy this thing.” Well, they know that they’re eventually going to do that, but that’s not like a call to action. That’s not a tease. That’s not a sample. What can you do to nurture them, to get them along, having that be prominent and decided on your website is going to be very important to get more leads. And then like you said about how do you answer the phone then maybe, or how do you reply to that email then. We’re trying to get people off your website and into your leads, into your funnel, into your system. So even if they don’t contact you about, “Yeah, come do that repair,” or, “come execute that service.”
If there’s something you can provide in a call to action that gets them towards that off your website, as a prospect and into your funnel somehow taking one step instead of one leap towards buying that, there you go. Instead of creating more traffic, you’ve added more people to that funnel. And again, you’re being much more efficient with your time and your energy at that point.
Bob Brennan: If you’re paying attention to what your customer’s asking every time if you get a hundred calls a day and of those 100, 15 are asking, “And how quickly can you do it?” And, “How quickly can you do it? Can you do it today? How quickly can you do it?” You need to have a proactive answer somewhere on your site because they’re telling you what they want, you just need to put that out there, “Same day service, same hour service, fastest service in town.” As part of your call to action. It’s like, “The Houston area’s quickest,” whatever, “roofer.” Or whatever it is, but you get the idea. And you can pull all that when you start to listen to your customer.
Jesse Dolan: Yeah. Know what’s converting by what they’re asking for because that’s what they want. It’s that voice of customer thing again.
Bob Brennan: “No appointment needed. We’ll get you in and out in an hour,” or, “we’ll get you in and out in a day.” And if you can’t deliver that, well, figure out what you can’t deliver or can deliver and or what your value proposition is. If you can’t move that direction then, “We’re going to save you 50% blah, blah, blah. When you drop off your car with us.” Or whatever the case is, maybe that’s what they want because it’s either time or money. That’s the way I look at it.
Jesse Dolan: Nope. I think you’re right. And it’s I think the moral of the story on this too is, if you’re sitting there business owner, marketing manager, sales person whatever your role is. If you’re listening to this you’re wanting to get more business put yourself, we’ve said it before, on the other side of the keyboard. What is that client or customer looking for when they land on your page? We’re giving some ideas, I think some good ideas, some tried and true ideas but just think about why are people engaging with you? Why do they want you? What questions are they asking? And then is that stuff on your website. If you were in their shoes are you providing that information to them? I think you’ve said it many times in the past, Bob, if you can answer their questions before they ask them they know they’re in the right spot, you letting them know they’re in the right spot.
And you’re not going to be able to do that if you don’t take a pause… Like I said if you’re recording calls, listen to the calls. If you’re getting emails, read the emails. If you’re not, start asking those customers those things when they do engage with you. Flip that around and spend some time and energy to make sure that stuff’s on your website. And again, just frame it up back to the beginning, do that focusing on your worst performing pages for your bounce rates and for that kind of stuff. And you’re going to benefit, you’re going to benefit.
Bob Brennan: And that’s the other thing Sue’s really good at that I look forward to, again, doing a deeper dive with her on the podcast is voice of customer.
Jesse Dolan: Oh, yeah. Absolutely. Absolutely. Because at the end of the day, we can definitely be tainted with our curse of knowledge as a business in thinking we know what the customer wants. We know what they should need. If 2020 has taught us anything, customers and market demands can change quickly and you got to be in tune or you’re going to be left behind because guess what? Somebody else online has probably pivoted, where you haven’t so –
Bob Brennan: Yeah. And if your ego is in the way which I battle with every day, you’re going to lose out.
Jesse Dolan: 100%, 100%. All right. I think that pretty much does it for this episode here. As always, I’m going to read another great five-star review. If you haven’t left us a review yet, we would love to hear it from you. We read one on every show and again, this is just a way we know we’re doing a good job. It’s great feedback. We appreciate all of you who have left a review so far. Some people are serial review leavers. They’ll just do it all over the place. I know some of you this will be the first review you’ve ever left. We really appreciate that. No matter where you are in that spectrum, taking the time out of your day to go do something to help our show out is huge. It’s a huge pat on the back for us.
So five star review here from Clarice Gomez says, “Awesome podcast. Jesse and Bob hosts of the Local SEO Tactics and Digital Marketing Strategies Podcast highlights all aspects of marketing and more in this can’t miss podcast. The host and expert guests offer insightful advice and information that is helpful to anyone that listens.” Thank you very much.
Bob Brennan: Thanks Clarice.
Jesse Dolan: Yeah, that’s what we’re hoping to do. So I know some episodes may apply more or less to you out there for your business, but hopefully if you check out some of our past episodes if you’re a newbie here, there’s a catalog of things that’ll help you out and bring good insights for you. Anybody who hasn’t left a review go onto localseotactics.com, down on the bottom you’ll see a spot for leaving a review. And we’ve got links to what Apple Podcast, Stitcher, Google My Business, Facebook, all that. Wherever you’re comfortable leave a review, we would absolutely love to hear it. And if somebody that you think could benefit from this episode or from our show in general, we’d love to have you share it too. Any other parting thoughts, Bob?
Bob Brennan: No. No. That’s it. I’m looking forward to getting Sue on here, I can tell you that.
Jesse Dolan: Right on. Everybody look forward to that, we got a lot of cool things coming here in 2021. And thanks for tuning in, we’ll catch you next time.
Bob Brennan: See you guys.
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