This article is based on a presentation by Ray Malaski at the 2020 Maid Summit. Ray is a former maid service owner of 7 years, a Google Certified Partner, and president of Get Cleaning Clicks, a marketing agency dedicated to helping cleaning businesses improve their online marketing. In this post, we’ll share his easy-to-implement tips for helping your website convert more leads.
Converting customers and getting leads is one of the most important parts (if not THE most important part) of your cleaning business. Getting new customers to use your service is a two-step process.
First, you have to make sure they find out about your business and get to your website. Then, once a visitor lands on your website, you have to make it easy for them to move forward by booking an appointment or calling your office.
Put simply, you first need traffic. Then, you need to get the most out of this traffic by optimizing your website to increase conversions.
In this post, we’ll go over some ways to optimize your website to attract the types of customers you want and capture them as a lead before they leave the site.
Step 1 – Prioritize SEO on your Website
To convert traffic into new leads, you need to actually have traffic coming to your website. One of the most lucrative ways to get new cleaning customers to find your website is to use search engine optimization to get your website on the first page of Google.
When you put effort into local SEO, people searching for cleaning services in your area are more likely to find your site and notice you over your competitors.
Audit your competitors
The best way to find out what criteria Google is looking for on your site is to see what the highest-ranking cleaning businesses in your area are doing. You can find this out by doing a Google search of the words “Cleaning Service” followed by top cities in your area.
When searching “Cleaning Service Hoboken”, we notice that 3 out of the first five search results contain the word “Hoboken” and a variation of the phrase “cleaning service.” This is an excellent indicator that Google is prioritizing maid services with the city’s name in their page name.
Once you see these results, click through to these cleaning businesses’ homepages to see what keywords they have on their homepage.
It’s very likely that they also have these keywords above the fold, in their headings or taglines, like the Maid in Hoboken site.
If you want even more data, identify the first ten search results that happen to be maid services similar to yours and analyze their SEO.
Look at things like:
- The title of their homepage
- The heading on their homepage
- What keywords they use on their homepage, above the fold
- What words they use in their tagline
- What shows up for them in the Google search results
Use the right keywords on your home page
Unless your cleaning business has a significant amount of brand or name recognition, you need to incorporate specific keywords into your website’s page names and headings.
To save you some keyword research, you can download ZenMaid’s complete guide to the cleaning industry’s top SEO keywords.
As you can see from auditing the top ranking sites in Hoboken, one of the easiest ways to do this is to add your location and the phrase “Cleaning Services,” along with your company name, into the name of your homepage.
Whether you’re using WordPress or another tool to manage your website, there will be an option to change each page’s name.
This homepage name is what will show up on a Google Search. A lot of times, when setting up your website, your homepage name will default to “Home,” and it’s important to change this from within your site.
Step 2 – Optimize Your Website for Higher Conversions
The way your website looks can have a significant impact on how potential customers interact with it. There are a few things you can to optimize your website to inspire visitors to take the next steps towards becoming a customer.
Use Dual Call to Action Buttons
On your website, you probably have at least one way for customers to contact you. Usually, this involves asking them to fill out a form, send you an email, or call you directly.
But depending on the customer, they’ll have different preferences for how they want to get in touch. Some customers want to pick up the phone and talk to someone directly. Others might be shopping around for a quote and want to make the final decision later.
Giving customers more than one option on your site can increase conversions and make your call to action apply to more people who visit your site.
While giving your visitors a choice is a good time, too much choice can lead to decision fatigue and result in fewer conversions. Limit your CTAs to 2 options at the most: one that is asynchronous and one that allows them to contact someone directly.
Add these CTAs on your home page, above the fold so that they are one of the first things people see when entering your site.
You’ll also want to add them in various places on your site where you provide more information. This makes it so that if someone is reading through your services or doing more research, they are never far from the option to fill out a form, or contact you.
It’s also important to check these buttons on a mobile device to make sure that they work and are accessible no matter what device your visitor is using.
Setup conversion tracking in your Google analytics
While it’s not necessary, it is extremely helpful to know where your leads are coming from and which of your conversion methods is working best. You can do this by setting up conversion tracking in your Google Analytics dashboard. This process can be tricky if you’re not familiar with it.
Ray recommends using a site like Fiverr or UpWork to hire someone to set up your conversion tracking for you. It’s a quick task, and it is pretty easy to find an expert to do this for you in a few hours.
Once you have conversion tracking set up, you’ll be able to see how many people are converting from your website and which buttons or forms the majority of your leads are coming from. If you have Google Analytics set up, you’ll also be able to see how these leads found your website.
Having this information is extremely helpful because it lets you see which marketing channels are the most successful so that you can continue optimizing for them. It will also reveal which of your CTAs is performing best and give you insight into how your customers prefer to get in contact with you.
Getting new leads requires having the tools to get people to your website and then making it easy for them to take an action once they’re there. Using a few simple SEO strategies can significantly impact how people find your website and make you stand out among other maid services in your area.
Similarly, making a few small but impactful changes to your website can help you turn more of that traffic into hot leads who reach out and want your services.
For more SEO tips, marketing advice, and more, check out all of the full presentations from the 2020 Maid Summit. The Maid Summit, hosted by ZenMaid, features 40 talks by maid service owners, marketing experts, and industry professionals sharing their top tips to help you grow your cleaning business. Get the full replays here.
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