How to Build Client Websites that Convert | Boost Conversion Rates to Over 35% | Seven Figure Agency

What's up, digital marketing agency owners? On today's video, I wanna talk about one of the key strategies you need to know and you need to have dialed in in your agency to generate better results for your client, and that's how to make sure you're setting up your client websites so they're built to convert traffic into leads and sales at the highest level possible. On this channel, we talk a lot about how to land clients, how to deliver world-class results, how to retain, and how to scale. So if you're interested in learning how you can dial in your conversion strategies just a little bit, you're gonna wanna watch this video. Before we talk about conversion, really most digital marketing agencies provide a mix of services. What we found that improves retention to the highest level possible is when you come to the industry, you come to the niche with a comprehensive service that does website, SEO, pay-per-click, retargeting, marketing automation, and the blended results generate consistent measurable return on investment for your clients. And so we pay very close attention to what we do on our clients' website and what we can do to improve the conversion rate at the highest level possible. And so I wanna share some examples of kinda what we do on our client websites, how we make sure they convert as high as they do, and give you some talking points, right? And some talking points you can bring your clients, to your prospects about what they can do with their websites to generate better results, um, and maybe some things you can tweak with what you do with your client websites to generate even better results. And so one of the clients we've been working with for quite some time is Valley Plumbing. They're based in the Salt Lake City, Utah website, valleyplumbing.com. You can look at their website as an example, as a point of reference, and we're looking at the data. So I want to start off by showing some data and some outcomes. We track very closely how much they're spending with us, how many leads they're generating, what their average cost per lead is. And you can see here in this particular example, they're spending about $10,000 per month, about 510 tracked leads, about an average of $18.81 per lead. But really what I want you to see is we're also tracking how much traffic got to the website and how many leads were generated. So we're tracking phone calls, web forms, and today, um, chat service communications as well. All of those we count as a lead. And you can see for the traffic, they have a 35% conversion rate from visitor to lead, and that's really, really good. As I look at lots of home service websites, usually we're seeing conversion rates somewhere between 15 and 20%, maybe a little bit less on average. And so the things I'm gonna be showing you on this video are very specific things that we see have a noticeable bump on conversion rates on our client websites. Uh, so another company we've worked with for several years now is the Meridian Advantage. They're based in the East Lansing, Michigan market. You can look at their website, but I really want you to see here about $7,000 investment, $7,800, 677 leads tracked, about an average $11.65. And it's really important that you're presenting that kind of data to your clients. If you want to improve retention, make it easy for them to see how much they spent, how many leads they generated, what their, what their cost per lead is, and what their return on investment is. And so I want you to see here for the number of visitors Based on the number of leads that are generated, about a 32% conversion rate. So there's another example of a home service website converting over 30% visitor to lead. And the last example I'll show, and then we're gonna get into some specific tactics, is Nixco Plumbing, nixcoplumbing.com. They're based in, in the Mason, Ohio, kinda outside of the Cincinnati market. Tracking the data here, about $5,800 invested, about 535 leads tracked. Average of $10.99 per lead. And again, really looking at the metrics, and now we've got hundreds of client websites we've rolled this out on, and we're always changing little things to see how can we improve the conversion rate. So you can see here, about 1,000 visitors, um, and for the number of leads generated, about a 38% conversion rate from, from visitor to converted lead. And so I share these examples because oftentimes I go to industry conferences around digital marketing Um, and you know, they're, they're shooting for like a 20-25% conversion rate. I wanna tell you there's very specific things you can do on the website for your clients to generate better results. And if you can generate more leads from the traffic you already drive, that's gonna make them more money. It's gonna make them more likely to stay with you long-term. It's gonna make them more likely to be a case study for you that you can use to show your outcomes in the industry. So you wanna get this. Dialed in. I've got a long list that I'll give you access to. I wanna focus on the 80/20 principle here. Um, the one thing that I see that you could do on your client websites that generates a massive impact is personality and authenticity, right? Um, if I look at most of the websites you guys are building, the client has a pretty website, it's got, you know, stock imagery of a smiling family And what we found is your customer prefers to do business with a real person, people that they know, like, and trust. And so when we can get our clients to give us a picture of the owner, a picture of the team, and we can incorporate that into the header, into the content on the website, we find that that makes a noticeable increase in the conversion from visitor to caller. And so I really want to encourage you guys, figure out a way to extract authentic imagery from your clients. I'll talk about some of the other key elements that can really, really improve your conversion rate as we go. I do have a cheat sheet. I made this for Plumber SEO, but if you want to check it out, you can go to plumberseo.net/cheatsheet. That's just a little guide with some of the key things you can do and that we do on our client websites to improve conversion. But the, one of the main things And as a marketer, as an agency owner, if you're doing this in-house, you want to bake this into the philosophy of your team, is that if you can see Joe Jones through Joe Jones' eyes, you can sell what Joe Jones buys. So you really want your web development team, your content team, the people doing the work, to have thought through what are the fears, frustrations, and challenges that your actual customer is facing and make sure that that's what you're featuring in your headlines, in your copy, because you don't want to just have technical jargon. You don't want to just write the content on your website for SEO rankings. You want to make sure that the customer that gets there resonates with the copy, resonates with the imagery, and is most likely to convert. So really spend some time getting clear on what your customers— customer is dealing with before they get to to the website. And if you haven't done it, I'm sure you did this in your agency, thought about who your ideal customer is, what their fears, frustrations are, and built an avatar. Well, if you run a digital marketing agency, especially a niche-focused agency, which I think all agencies should run, you wanna have a really good avatar for your customer's customer. And really, that comes down to what are their pains and frustrations, what are their fears and implications, what are their goals and desires, and what are their dreams and aspirations. And the better you and your team understand that avatar, the better you can make the website convert visitors to callers. And again, in the niche-focused business, the investment in understanding this pays dividends in the results that you're gonna get for your clients. Um, and so, yeah, I'm not gonna go through all the details here, but you do want an avatar. Who's the ideal customer? Like, How old are they? Do they own a home? What kind of car do they drive? What's their age? Like, what are some of the demographics? But most importantly, I want you to be clear on their fears, implications, goals, and desires. Even in home services, we work with plumbing and HVAC companies. We've spent a ton of time really getting clear, like, what are their fears? They're afraid of getting ripped off. They're afraid the contractor's gonna mess up their house. They're afraid that the person's not gonna show up at the home on time, and they're gonna, like, take time off work. And that's gonna cause them to get in trouble with their boss. There's very specific fears that our customers' customers have, and so knowing that, we can incorporate that into the messaging on the website, and that's why our websites convert as highly as they do, and the more time you spend getting clear on this for your clients, the better the outcomes. And so, you know, just Cliff Notes in home services, what we found is specifically plumbing, HVAC, is same-day service, 24 hours, knowing that someone can get out there today, straightforward pricing, upfront pricing, trustworthy technicians. You know, knowing those bullets, we can kind of feature them in the headlines. And so I'm sharing these real examples because I really want you to think this through. I want you to incorporate this into the websites that you roll out for your clients. The other thing that we really find improves conversion— we talked about imagery and authenticity— is video. Um, if you can have real video of the owner, uh, or a key representative within your client's business incorporated into the website, that's going to improve time on page, it's going to improve your conversion rates. And with AI rolling out the way that it is, let's face it, you know, anybody can clone 10, 15, 100 pages relatively quickly in AI. So content is only going to get you so far, Eventually it's all gonna have, all of your clients are gonna have lots of pages for all their services and all the things they do. The one thing that will make your client stand out versus anybody that's in their competition is gonna be actual footage of the owner talking about what they do, how they do it, what makes them different, why somebody should choose them versus the competition, answering the common questions that they get. And so I really wanna encourage you, get out in front of your client base. Talk to them about AI, talk to them about the importance of video-based content, and come up with strategies to help extract video content from them and get it populated onto your client sites. It really, really will improve your conversion rates. So, Cliff Notes version here, pictures, authenticity, whenever we go from a generic image, like of a family smiling, to the actual team, we see a noticeable improvement in our conversion rates. And that would apply in home services, legal, healthcare, people wanna do business with the real people and in the real facilities and in the real situations that they're gonna be dealing with. So have that authenticity, have those key people in there, leverage multimedia. I would encourage our clients to have video on their homepage and a video on each of the service pages of their site. And we all have smartphones these days. You can do a high-tech video thing, you can send a crew out there through various services Or you can just instruct your client, hey, hold the camera in this way, answer these questions. That's really gonna make the website pop. It's gonna make it convert. And then really feature the social proof, right? On your client's sites, at the end of the day, you can say how great they are, but what the actual customers are saying about them has a massive impact on conversion rates. So leverage automation tools, leverage tools to show their reviews on the site, Make sure you're featuring how many reviews they have and kind of what a quality organization they are. Get testimonial videos where possible. In any industry— we deal with home services, we do this— you can do this in any industry. It will absolutely improve your conversion rates. Um, the other thing really that we found in today's market that's improving conversion rates is there's a shift from conversion via the phone to a conversion via forms SMS, and online booking. And so whatever industry you're in, think about, are you giving your customer's customer the opportunity to fill in a form if they want? Are you giving them the opportunity to book directly online? Because it is definitely moving in that direction. We work with home services. Let's face it, if I, if I want a car, what do I do? I take out my phone, I hit Uber or Lyft, and the car shows up, right? I don't have to call the call the taxi service and talk to somebody and schedule a date and time. Your customer's customer wants to have that automation in whatever service your client provides. So even in home services, we're looking at ways to leverage online booking where they can schedule the plumber and just have it taken care of. Or they can fill in a form and have a chat, or they can start a two-way text message. Obviously have your phone number in the top right-hand corner, have clear call to action in each of the different blocks of text on the website. Leverage special offers and incentives, especially through paid traffic on those pages to improve your conversion rate. Make sure the website is mobile-friendly and that it loads, like, very easily on the mobile site and gives them the opportunity to convert. Lots of things you can do. The last thing I'll say that we found has a huge impact on conversion rates is leveraging automation, and leveraging automation on behalf of your clients. What we find is like 5 to 10% of our clients' web forms get followed up with quick enough to actually convert into leads. And so if you're not putting a service like HighLevel in place on the back end of your leads where every lead gets called immediately, every lead gets a text message and email drip sequence that follows up over time, you're leaving money on the table. You're gonna leaving money on the table for your clients. As well. So make sure you're tapping into the power of automation on behalf of your clients as well. We do this through HighLevel. I highly encourage you to take a look at this. We use this in a variety of ways in our agency. You go to 7figureagency.com/highlevel to learn about it and how you can use it for yourself and for your, and for your clients. But I believe in the agency game, when it comes to improving conversion, this is a no-brainer that all agencies should be taken advantage of. So hopefully this has been helpful. If you've got some good ideas and insights on how you can generate better conversion for your clients, press, press conversion or type conversion in the comments. If you have follow-up questions or thoughts on this, you're like, hey, you know what, Josh, I was wondering about this thing that you mentioned, post that in the comments here. I check the comments. I'll make sure to get back to you, point you in the right direction. If you'd like a cheat sheet of all of the key things you would wanna do to improve how you're building your client websites to improve conversion. Just type website or conversion cheat sheet in the comments. That'll trigger our team to find that asset and send it over to you. And if you'd like more ideas on how to grow your agency, I've got a great training. We call it the 7-Figure Agency Roadmap Implementation Program. For a limited time, I'm actually offering this for free. And so you can access this by going to 7figureagency.com/roadmap or hit this QR code. I hope you got value from today's video. If you did, please hit the like button, please hit the subscribe button, post your follow-up questions below, and I'll look forward to talking with you again soon.