See how the top businesses are making their websites more effective at attracting and converting the right leads in their local areas. Some of the things you'll learn are: - How web page performance influences success and new customer acquisition - Best practices for building a website that ranks high in online search - Mobile vs. Desktop and how to optimize your site for each - Tools for reviewing and measuring performance

1. marketing@surefirelocal.com
How to Build A Website That Will
Win You More Local Homeowners
Home Services Trends in 2018

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The Surefire Way

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Hey Google, what’s today’s giveaway?
One lucky attendee will win a Google Home Mini!

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Meet Your Speaker
Jeff White
VP, Client Services

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WEBSITES ARE
CONSTANTLY CHANGING

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Websites Change Constantly
CNN.COM
(2000)

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Websites Change ConstantlyWebsites Change Constantly
CNN.COM
(2010)

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Websites Change ConstantlyWebsites Change Constantly
CNN.COM
(2018)

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TECHNOLOGY THAT POWER
WEBSITES ARE
CONSTANTLY CHANGING

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Website Technology Also Changes Continuously

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28% of all websites are
powered by...

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Your Digital Presence is Powered by Google My Business

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Searches
“Roofing contractor
near me”
Reads
A few articles on how to pick the
best roofing contractor
Emails
a friend for the name
of the contractor
they used
Visits
A few review sites
to check out their
reputation
Searches
for the top rated
contractor’s website
Calls
the business
Remarketing
sees an ad on
Facebook
Display Ads
We Live in a Multi-Touch Customer Journey

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Your Website is Your Digital Catcher’s Mitt
YOUR WEBSITE

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Did you know your business has a Digital Footprint?
● Your website is a part of a digital constellation...or footprint
● Manage your digital footprint...not just your website
● Did you know your business has a digital footprint?
● Google does...and is watching, evaluating your digital footprint

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Google My Business is Your “Digital Anchor”
● Your business info on Google
○ This is your “digital anchor”
● You are important to Google.
Most searches:
○ are on Google
○ are mobile
○ have local intent
● Claim it OR Create it
○ google.com/business

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Google-Centric / Mobile-Centric World
● 65% of searches are on Google
● 2 trillion (and increasing!) searches/year
● 50% of searches are on a mobile device
● 33% of mobile searches are location-based queries
● Local searches on mobile growing 50% faster
● Google penalizes websites that are NOT mobile-friendly

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It’s a Google World After All
What Does
Google Want?
To provide quality
search results for
its customers

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It’s a Google World After All
How You Can Help Google
Create local (geo-tagged) content
Optimize your website for mobile
Get people to review you
Build a comprehensive digital
footprint
What Does
Google Want?
To provide quality
search results for
its customers

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Search Signals That Influence Your Online Visibility
YOUR
WEBSITE
Recency Relevancy
Proximity
Prominence

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What Purpose Does
Your Website
Serve?
● Build awareness of your business
● Generate leads
● Answer common customer questions
● Provide customer service
● All of the above?

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Your Website Checklist
● NAP: Name, Address & Phone number
● Call-to-Action form at the top of the home page
● Mobile-optimized and loads quickly
● Updated constantly with new content
● Customer Service should be top-of-mind
● Local Structured Data

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NAP &
CALLS-TO-ACTION

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NAP
Your business name, address, and phone number MUST be on
your website & the right online directories
● Each occurrence of your NAP must be correct and the same
● Major Google ranking factor
● Incorrect & inaccurate NAP confuses Google, lowers your rank

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Home Page

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Address Wrapped in Schema

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Structured Data

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An Effective CTA
Make sure your calls to action are uniquely tracked
Make sure you have a contact form near the top of the webpage and be sure
it stands out with high contrast and colors that help it pop.
If you’re looking for a third call to action, contemplate having an educational
download EBook, sound bites, video tutorials, etc.), which will allow for “softer”
conversions.
One CTA must be your PHONE NUMBER!

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If you have a form on
your website...it
needs to be secure!

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July Deadline for HTTPS

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July Deadline for HTTPS

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OPTIMIZE FOR MOBILE

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Source: Google Webmaster Central Blog: “#MobileMadness: a campaign to help you go mobile-friendly” (posted: Monday, April 27, 2015)
Encountering unplayable videos
Getting redirected to the homepage
Waiting for slow pages to load
Being shown interstitials
Other
14%
13%
46%
16%
11%
“What do you dislike the most when browsing the web on your mobile device?”
Google’s Survey Finds

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Proprietary + Confidential
53%
of visits are abandoned
if a mobile site takes
longer than 3 secs to load
Source: Google Data, Global, March 2016.

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Proprietary + Confidential
The average time
it takes to fully load
a mobile page
:24seconds
Source: Google Research, Webpagetest.org, U.S., Sep. 2017.

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Mobile-Friendly Test

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Accelerated Mobile Pages (AMP)

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CREATE FRESH & RELEVANT
CONTENT

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The more content you create, the more often your site gets
indexed by search engines ---- leading to a rise in rankings
● Publish monthly blog articles
● Create service/product specific pages to your website
● Update your website with monthly offers
● Establish a practice of getting more online reviews

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Common Pages You Should Consider

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Our Services

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Photo Gallery

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Blog
Create, approve,
manage, and publish
new content to your
website
Education is key

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CUSTOMERS COME FIRST

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Keep Visitors Engaged on Your Website
Keep a consistent flow of information from the top of the page to the bottom.
Keep you most important content above the fold. (Anything that appears on
the top half of the screen without you having to scroll down.)
There is a higher percentage of conversions from Calls to Action “above the
fold” than those “below the fold.”

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Consider Live Chat
Live chat helps your
business appear larger,
more customer
service-focused, and on the
forefront of technology
44% of customers say that
having questions answered
real-time in the middle of an
online purchase is one of the
most important features of a
website
Source: Forrester Research

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SurefireLocal.com 48
Join a Surefire team member for a
one-on-one call and we’ll build
you a new website at no cost to
you if you sign up for a Surefire
marketing package
● Thursday, February 15
● Tuesday, February 20
● Please email me to schedule a call
Pick a day that works best for you!
After the call, you’ll receive...
LIMITED TIME
WEBINAR OFFER
SHOW YOUR WEBSITE SOME LOVE

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OPTIMIZE FOR LOCAL

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Local SEO Markup: What the Visitor Sees

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Local SEO Markup: What the Search Engine Sees

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Local SEO Markup

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Google Search Console: Location Signals

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Digging Deeper

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Use Data to Drive Content

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Google Search Console’s New Look

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To Win Online, You Need To...
● Understand basic principles of
online marketing
● Partner with the right marketing
partner
● Focus your team on the most
effective online marketing tactics
You can’t BUY it
You must BUILD it

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Rent vs. Buy
You want to…
● Own your domain name
● Own your website
● Have the freedom to move it whenever you want

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Key Takeaways
Ensure your website is optimized for mobile and local searches
Include a clear Call-to-Action on your homepage
Update it constantly by publishing relevant & valuable content
OWN your website

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Paid Search
Local SEO
Organic SEO
Your Goal
To build a website and
a digital marketing
strategy that ranks
your website in ALL 3
sections

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We’ve just begun to crack the surface of
building a website that generates
referral-quality leads for your business...

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SurefireLocal.com 62
Join a Surefire team member for a
one-on-one call and we’ll build
you a new website at no cost to
you if you sign up for a Surefire
marketing package
● Thursday, February 15
● Tuesday, February 20
● Please email me to schedule a call
Pick a day that works best for you!
After the call, you’ll receive...
LIMITED TIME
WEBINAR OFFER
SHOW YOUR WEBSITE SOME LOVE

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Hey Google,
who is the lucky winner?
Today’s Google Home Mini winner is…..

64. HARDWORKING MARKETING
FOR HARDWORKING PEOPLE
SurefireLocal.com marketing@surefirelocal.com @SurefireLocal
Thank you!