Optimize Your Contractor Website for More Conversions

The Digital Dominance Method
Optimizing Websites For Conversions
RainmakerForContractors.com

Need Your Attention Please...
• If you're serious about pulling off more leads
from your waterproofing or foundation repair
website, the next 45 min or so are critical
• Turn off cell phones
• Turn off Facebook

Who Am I & Why Should You
Listen To Me?
• CEO Rainmaker Internet Marketing & Rainmaker For
Contractors 12 years
• Owned a Basement Waterproofing company for 15 years
• Award winning Premier Google Partner (top 3%)
• Co Author of Intro to Marketing Automation
• Basement Health Association; former President and 13
Year Board Member
• Host of the Rainmaker For Contractors Podcast
• Working with Basement Waterproofing & Foundation
Repair Contractors

Board of Directors

HOW DO WE MAXIMIZE
OUR ADVERTISING ROI?

FAIL
Don’t generate enough leads for the
investment & can’t grow.

Success
Phones ringing, trucks running &
business booming.

Your website is the
HUB

Why is conversion SO
important?
SCENARIO 1:
1,500 Visitors per Month
5% Conversion
75 Calls / Leads
25% Conversion
19 Jobs Sold
$1,500 Average Profit
$28,500
SCENARIO 2:
1,500 Visitors per Month
10% Conversion
150 Calls / Leads
25% Conversion
38 Jobs sold
$1,500 Average Profit
$57,000

Free Google organic calls-last 30
days

Why?
…is getting your
website built to
convert important to
you?

12 Critical Elements to
Enhance Conversion
1. Speak to your target avatar. What are their fears and frustrations? Why should they
choose you?
2. BE REAL - Use authentic images of your team on the homepage & throughout the website
3. Use video & multi-media elements to engage different modalities
1. Website welcome video
2. Videos for each of your services
3. Video explaining why someone should contact you vs. the competition
4. Leverage social proof - Showcase your online reviews prominently on the home
5. Get the basics in order
1. Phone number in right hand corner
2. Ensure that there is a web form customers can fill out
3. Add credibility with authority symbols (BBB, Angie’s List, etc)
6. Ensure you have clear calls to action on each page that speak to your customer avatar &
tell them exactly what to do next
7. Use special offers & coupons that match the service they are in need of
8. Make sure your website is mobile optimized with an easy click to call function
9. Leverage Live Chat
10. Start giving clients the option to book ONLINE
11. SITE SPEED MATTERS
12. Engage via SMS & Phone via Marketing Automation

What is the ONE element that
will have the biggest impact
on the results of your overall
Internet Marketing efforts?

How do we optimize for conversions?

Is your website set up to
CONVERT visitors to callers?

How can we get YOUR website to
convert like that?

If you can see Joe Jones through Joe
Jones’ eyes, then you can sell what Joe
Jones buys

Who is your ideal
Customer Avatar?
 Demographics
o Homeowner
o 35+ years old
o Typically female, occasionally male
o Married with kids
o Head of household
o $65K+ annual household income
o Family-oriented
o Reliable
o Easily frustrated
o Likes to please people & expects the same in return
o Not handy
o Likes gardening, crafting & arts
o Lives in the suburbs - upper middle class neighborhood
o Takes an interest in their community
 Pains & Frustrations
o Something wrong with their foundation
o Tired of cleaning wet basement up
o Valuables have been ruined by moisture
o Too busy to deal with it
o Concerned it’s unhealthy
o Husband keeps saying he will fix it

Who is your ideal
Customer Avatar?
 Fears & Implications
o Being ripped off or overcharged
o Paying too much money
o Having home damaged by faulty
workmanship
o Having to wait so long to get fixed
o Being inconvenienced
o May cause a disaster in the house
o Cost will be more than they can afford
 Goals & Desires
o Get the foundation fixed – peace of mind
o Having the issue behind them
o Having a well kept home
o Taking care of their family
o Create healthier living environment
o Live in a nicer more luxurious home
o Drive a nicer car
o Kids healthy, happy & successful
o Spend more time with family
o Travel & have fun with family
o Respect and approval from friends, family
and relatives
o Peace of mind

Messaging That Works
1. No high-pressure sales tactics
2. Affordable financing options
3. Make your basement healthy now
4. Employee background checks
5. Trustworthy & Certified Technicians
6. Lifetime warranty
7. Licensed and insured
7. Locally owned and operated

Speak to your
IDEAL Customer

Be Real & Authentic

Leverage Video &
Multimedia

Leverage Social
Proof

Get The
Fundamentals Right

Live Chat proven to increase
leads by an average of 35%

Make Sure It’s
Mobile Friendly
• 4.8 billion people now own mobile phones
• 3 out of 5 consumers search for local
businesses on their smartphone
• Google reports that 40% percent of mobile
consumers turned to a competitor’s site after
a bad mobile Web experience
• Google’s mobile-first index

Click To Call

Web speed matters

KEY IDEAS
• Add real authentic images of your team
• Add video elements to your website
• Website welcome video
• Videos for each of your services
• Video explaining why someone should contact you vs. the competition
• Showcase your online reviews more prominently on the home page
• Get the basics in order
• Phone number in right hand corner
• Ensure that there is a web form that customers can fill out
• Add credibility with authority symbols (BBB, Angie’s List, etc)
• Update the calls to action on each page to ensure they speak to your customer avatar & tell them
exactly what to do next
• Leverage coupons / offers that match the page they are on
• Add live-chat to your website
• Offer clients the option to book online

Is your website optimized
for conversions?

Which of the following should you
implement in your business NOW that
will have a positive impact on your
conversion rates?
PICK 3 to implement in the next 30
days:

Action Items…
• What are you going to implement as a function of today’s webinar?
• 1. __________________________________________________________________________
• 2. ___________________________________________________________________________
• 3. ___________________________________________________________________________

FREE:
Strategy Acceleration Session
• Analysis of Online Visibility
• Custom Keyword List of most important search terms
• Ranking Report showing where you rank currently
• Analysis of Online Directory Listings & Consistency
• Analysis of Online Reviews and Reputation
• Analysis of Social Presence
• Analysis of Website Conversion Effectiveness
CALL 630-929-RAIN

Optimize Your Contractor Website for More Conversions

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