Phil Risher says 87% of potential customers decide to work with a company before visiting its website. They research on Google, AI assistants, and reviews. When they land on your site, they're looking for legitimacy cues like branded technicians and real photos before filling out a form.
Lead generation starts way before someone just fills out a form. 87% of people actually decide to work with you before they come to your website. They're going to Google, asking AI specific questions about your business. They're going to read your reviews. They're going to read your 1-star reviews. They might be even going to your social media, looking at pictures. Then they go to your website and they say, okay, does this company look legit? Do they have logoed up technicians? Do they have real pictures? Do they have information on here? Then they fill out the form. Lead gen is happening way before this. They have a problem, they start doing their research, they land on your business, then they turn into a customer. There's two sales. One on your website, one when you actually give them the estimate.
