My family is not the Wahlbergs, by which I mean we don’t necessarily mix business and family. But yesterday I couldn’t help but check out my uncle’s website for his HVAC company in Pennsylvania. Over the past few years, I’ve helped a good handful of HVAC companies get more leads and sales from the web (and I’ve learned so much about home heating and cooling in the process that I’m convinced I’m going to make a great husband someday). So while I didn’t necessarily want to try to hard sell my own uncle, I also wanted to see if he had any low-hanging fruit available.
Let me talk about low-hanging fruit for a second. I’ve spent a lot of time in the past two years writing about very technical aspects of online marketing. But a recent data crawl Blue Corona performed (more on that later) made me realize that a lot of these posts incorrectly assume that small/medium-sized business owners have already taken care of the low-hanging fruit.
So if you’re more advanced, this post is probably not for you. But if you’re just starting out with online marketing, here are four stupid easy ways to get more leads from your website.
1. Put Your Phone Number in an Easy to Find Location
Remember that data crawl I was talking about? We used our software to recently crawl and analyze hundreds of websites in the remodeling industry to see what the most successful remodelers are doing online. One of the many areas we analyzed was phone number location. Take a look at this:
Out of all the websites we analyzed, a majority of them put their phone number “above the fold”—meaning you didn’t have to scroll down to find their phone number. Perfect.
Additionally, the majority of remodeler’s put their phone number in the top-right section of their website. This is where most website users are now trained to look for phone numbers.
However—a whopping 18.79% of remodeling websites we analyzed had no phone number to be found!
In conclusion, the number one stupid easy way to get more leads from your website is to put your phone number in an easy to find place. You can even go as far as to make it loud and obnoxious:
2. Put a Contact Form on Every Page of Your Website
At Blue Corona, we always recommend using contact forms as opposed to email addresses on our clients’ websites. First of all, we find that most clients don’t get a lot of leads through email addresses on their sites anyway. In addition, using a contact form as opposed to an email address allows us to track which marketing source the lead came from—for example, through organic search, a pay per click ad, or as part of the clients’ direct traffic.
So another area we analyzed in our remodeling website crawl was website contact forms. Take a look:
A majority of remodelers didn’t include contact forms on their homepage, though 76 percent of them did include them on other pages of their website (usually on a “Contact Us” page).
At Blue Corona, we recommend having a contact form on every page of your website. This reduces the number of steps a person has to take to contact you and can drastically increase your website’s conversion rate.
If you already have a contact form on your website, it’s time to revisit its design. While we recommend testing and tracking changes made to your web contact forms to find out which way converts best for your site, there are some widely accepted tips for contact form design, like reducing the number of form fields and pre-filling information where possible.
Take a look at this:
Here’s an example of a company who reduced their form fields on their contact form from 11 to four and saw a 120% jump in conversion rate! Crazy, stupid easy.
When people think of online marketing, they often think about marketing to new customers. But what about your existing customers? Have you ever heard of the 10/30/60 rule? This rule says you should dedicate:
10% of your ad budget on everyone
30% of your ad budget on interested prospects
60% of your ad budget on current and previous prospects
So here’s your final stupid easy tip for increasing web conversions—add an opt-in email checkbox at the bottom of your contact form so you can easily market to current and previous prospects:
Opt-in email marketing is an often overlooked aspect of online marketing. In fact, only 17% of the remodeling websites we crawled had email newsletter signups on their website. But in the name of stupid easy ways to get more web leads, you’d be crazy to pass up this opportunity to get more business out of your existing customers.
About The Author: Lexie serves as Blue Corona's Content Marketing Manager. She's also the author of our soon-to-be famous, and someday to be written white paper, "Horse Hat SEO: Giddy-Up Your Google Rankings."
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“Their predictions on how and when the campaign would start to bring us opportunities were spot on and continue to improve month after month. They have been very responsive to our needs, ideas, concerns and questions. Deciding to put our marketing in the hands of the Blue Corona staff has proved to be a great decision. ”