Getting New Clients For Any Home Service Business
Hello, and welcome. In this guide, we are going to show you what we do to bring in new leads for our home services clients, day after day. These methods are effective, and not expensive, considering the return we get.
Here is how we bring in new clients, step by step:
Using Our Client’s Website
When we work with clients, one of the first things we almost always identify is that they are not using their website properly. Business owners rarely take the time to sit down and think about why they have a website, who they are trying to attract, and what they want those people to do when they get there.
To have a successful online presence, there are a few things that every business must have, at a minimum. They include:
- An effective website that attracts organic search engine traffic, and turns visitors into leads.
- A fully filled-out Google My Business listing, with all relevant information submitted, including photos, hours, business area, etc.
- A Facebook page that has at least a few posts, and all relevant information for the business.
- Listings on major sites like Yelp, Yellowbook, and industry-specific sites like Angie’s List.
Getting this taken care of is a good start.
Leveraging Organic Traffic
Now that a baseline has been reached, we can focus a bit more on attracting organic search engine traffic. I was recently asked by the owner of a flooring company if I could review his site. He had previously complained that he never got business from the most coveted suburb of the metro area he served, and he never got calls for LVT flooring jobs. Correcting those two things were his top priority.
One look at the site showed me all I needed to know. The suburb he was hoping to attract buyers from wasn’t even mentioned on the site, and LVT flooring was mentioned briefly, once, on a page that described all his services.
Simply creating a page about LVT flooring (and one for each of the other services) made a huge difference in what he was getting found for. Focusing more heavily on individual cities and towns in his service area helped a lot too.
Most home services businesses serve a large area and have a wide range of services. Creating pages with content that outlines these services individually, and the area the business serves will put you in a position to rank for keywords related to those things. This is essential if you hope to rank for important keyword phrases.
Using Google Ads To Get New Business
The most effective way to drive leads fast is using Google Ads to drive leads to a landing page. We try to keep this as simple as possible, especially at first.
We run Google ads to a landing page, and then track calls and form submissions.
Below, we go through our entire process for setting up a campaign, and sending ads to a high-converting landing page.
Breaking Down The Lead Funnel
Our landing page is designed to convert into calls and form submissions, without distracting the potential customer. To achieve this, we want everything necessary to be ‘above the fold’ on the landing page, but with the ability for the user to scroll down if they need to, to overcome objections.
Above the fold, we’ll have:
- The service we offer (only the one we are targeting – not all services go here)
- The fact that we can perform that service.
- A short form that promises a fast estimate
- A tracking phone number
- A call to action to fill out the form or call
Below the fold is where we overcome objections for those who aren’t ready to call or submit the form yet. Common reasons that users may not be ready to call include:
- Unsure if we do good work
- Not sold on whether or not they can trust us
- Don’t have enough information
We can overcome these objections by including below the fold:
- Testimonials from happy clients
- A blurb about our company and our experience
- Examples of work with photos
- Any good rating information from review sites online.
- A video that shows who we are, and how we do great work.
With all of this, the page can get a bit long, but we will still try to keep it as simple as we can. We don’t want to distract the user, and we aren’t trying to sell them anything here. We just want to start the conversation – we can do the closing later.
Once we have our landing page in order, we are ready to move on to Google Ads.
We start by developing an effective ad with beneficial extensions. Creating the ad copy is the easy part. Look at the ads competitors are using. See what type of points they are trying to drive home Usually, the most important points involve:
- Fast Service
- Inexpensive Pricing
So, a good ad for a plumber might be:
Drain Cleaning Experts – Fast and Reliable
Fast and reliable drain cleaning from experts who have been
serving the Denver area for 25 years! Call today for fast service
—- Simple enough. Create 3-5 versions, and scale up whatever works best over time. If you focus on the three things above, and check out competitor’s ads for good measure, your ads will do fine to start.
Google Ads Extensions
Next, we add extensions to the ads. These help our ads stand out among competitors, and help customers find out more about our company. Here are the primary extensions we use:
- Call Extensions
- Sitelink Extensions
- Callout Extensions
- Structured Snippet Extensions
Call Extensions allow us to add a phone number to the ad. Since more than half of searches take place on a mobile device, this makes getting a call from a prospect much more likely.
Sitelink Extensions allow us to link to other pages on our landing page site, for various topics. The main ad could be about brake repair, but the site links could link to various other services, such as oil changes, wheel alignment, or A/C repair.
Callout Extensions allow us to add a mention of additional features or services. Things like “Free Estimate”, “Loaner Cars Available”, “Financing Available”, “Fast Service”, “ASE Certified Techs”, and more. You can create several callout extensions, and Google Ads will display up to 4 of them at a time.
Structured Snippet Extensions allow us to include snippets of text that fall within a predefined category. The only category that would typically be used for our industry would be “Service Catalog”. In this category, we can list any and all services our company offers. All of these extensions make our ads larger and more noticeable, and give our searchers a better idea of everything we offer.
Next, we set a bidding strategy that will get us the most clicks at the lowest cost. To start, have Google analyze the landing page or our website, and choose as many suggested keywords as seem relevant. Bid high enough to stay in the top 2-5 spots, and keep a close eye on things at first, adjusting the individual or overall bids as needed to stay on page #1.
During the first few weeks of the campaign, special attention should be paid to two things:
- Click Through Rate for the keywords
- Keyword phrases that people search for that aren’t relevant to our client.
Giving the ads a chance to get some impressions, we want to start pruning keywords with a low CTR. Anything keywords converting under 1% should be removed. This will allow more of your budget to be directed towards higher-converting keywords, getting you a lower cost per click.
Search Terms and Negative Keywords are an often under-used feature of Google Ads. If we use the Search Terms function to see what people have been searching for when they click on our ads, we can easily identify non-relevant phrases, and from there, determine negative keywords to add so we don’t waste money letting non-customers click on our ads.
A common example of a non-relevant phrase would be those that are related to employment. If we are targeting ‘flooring company’, and someone searches for ‘flooring company hiring’, they would be searching for a job, and would not be a potential customer. Adding ‘hiring’ as a negative keyword, along with words like ‘employment’ and ‘hire’ would help us pare down non-relevant impressions, and spend less for the same clicks.
We use remarketing to stay in front of the lead until they take action. Adding the remarketing pixel to our landing page, as well as our website, gives us a highly-targeted audience to deliver more ads to, using Google Ads. If you are familiar with Facebook remarketing, it can be useful to use Facebook ads as well.
For these, a text ad can work, but an image ad is usually better. Google Ads has a built-in builder for image ads that you can use, or you can hire someone on Fiverr.com to build a few sizes of ad.
Start remarketing ads as soon as you have a large enough audience to meet Google’s criteria..
Wrapping It All Up
So that is the process we use. It brings leads in, warms them up, and allows us to close them quickly and effectively. It targets people who are looking for what we offer, and positions us as the one who can help them do that. Best of luck!