It's not about how much traffic you're getting to your website, but how you can better utilize the traffic that's coming through your site to grow your customer base.
In this case study, we detail how we used the two processes from our 6-step inbound marketing process to attract new customers to a local CPA firm's website and convert those visitors into legitimate customer leads over the course of 18-months.
Using an entire funnel perspective, instead of focusing on how much site traffic our client was getting (let's be honest here, it wasn't much) we concentrated on how to utilize the traffic better that that was already coming through.
We looked at every single web page as a conversion asset on the website, because not all visitors came through the home page. You see, no matter your niche, each of your web pages should not only rank on Google but serve a purpose and have the ability to bring someone through the door.
Once a visitor arrived, we looked at how the website engaged with that particular person. This allowed us to test and tweak our processes month in and month out.
The result? We increased online lead conversions by 145.71%.
The key to yielding a high conversion rate was that we didn't "set and forget it," and expect to get results with what was previously established for our the client online. Our inbound process is more of a structure that requires constant tweaking. With the way the industry is changing, our process allows for us to keep up with changes in the internet marketing world as well as consumer behaviors.
Online marketing is a lot like cooking. You have a recipe (in this case, our 6 step inbound marketing process) that requires several different ingredients (paid advertising, social, SEO, etc.) Every time you use this recipe, you're always testing and tweaking it to get the best results -- sometimes it comes out great, sometimes it doesn't.
If you'd like to see more positive results from your online marketing efforts you download your copy of our inbound marketing playbook by visiting YokelLocal.com/Playbook.
Quotes to Think About
Full Video Transcript
Hey, how are you doing? Darrell Evans here, co-founder of Yokel Local and in today’s short case study/results video, I’m going to review some of the results, kind of a year over year set of results for an accounting firm, so a CPA. Again, if you’re not a CPA, you can think of this as any professional service industry that you’re in.
I want you to kind of hear what we’re saying here because it will apply to your industry if you’re in a professional service type of arena. And more importantly, the lesson in this particular case study or results video is really about the ongoing process to continue to get results online.
One of the things that I think a lot of business owners struggle with is that they want to do what they do best. They just want to come into the office, come into their store, their location, and they want to provide this service or the product that they provide to the marketplace. That’s why they got in business. They don’t want to know about some of this crazy stuff about SEO and pay-per-click, and social media, Facebook ads, retargeting and all of that. But the reality is, there’s an ongoing process.
So many business owners are struggling with the mindset that there’s a certain dollar amount you can pay or a certain set of things that can be done, and then all of a sudden, you’re going to have these exponential results.
Well, the reality of it is that everything we do follows a 6-part framework and even though this framework is what we overlay on every business we touch, these 6 steps require tweaks and modifications, and improvements and optimizations, as time goes on. So that’s kind of the message in today’s video.
If you haven’t, by chance, downloaded our 6 steps that we use to grow and scale companies from their websites, turning their websites literally into automates sales machines to help grow their businesses, then you can download a copy of that one-page document, and get a free 6-part e-mail course at YokelLocal.com/Playbook.
Let’s dive right into today’s case study and let’s take a peek here at what we have going on. What I didn’t do in this case, I just took some screenshots of our particular client’s account. I did block out their name, as you can see in the top left corner. I left enough of it for you to see that it is a CPA and I did leave, of course, my picture here, which is in my account. We’re looking particularly at Google.
Now we don’t only work in terms of SEO, we’ve never been an SEO company, holistically just an SEO company. We’re a top of the funnel to bottom of the funnel marketing agency, meaning we will work to get the lead at the very top of the funnel, when they’re not even aware that you exist, to the fact that they’re aware, and considering a solution, and making a decision.
So many business owners struggle because they only want to show up at the bottom of the funnel, where the buyer is ready to write a check. Most of what we do, in terms of marketing, has to do with an entire funnel perspective: digital, online search, social, paid advertising, retargeting, as well as offline marketing that ties in with what the business owner’s doing.
Let’s dive into this case study.
You can see that I just took a snapshot here, it’s actually from January 2015 to July, so it’s about an 18-month window of time, over the prior 18-month window of time. And what we see here really quickly is a growth in traffic and, again, I’m not going to sit here and point this out, but what I want to really make you clear about, especially if you’re a local business—it really doesn’t matter if you’re local or not.
Many business owners are so worried about how much traffic they get to their website. Notice here there wasn’t that big of an increase in traffic. Not that big of an increase. 20% is not that big in our mind for that period of time. And again, they’re a local business, they’ve got a specific niche, they’re not an H&R block, they’re not a liberty tax, or they’re not any of those little, quick consumer services. They’re strictly for small businesses. They have a very specific niche in the small business world. So getting thousands and thousands of visitors a month is not a goal for them. What is important, though, is how well we utilize the goals that come through, how we utilize the goals that comes through, the traffic that comes through.
In this particular example, what I really want to spend most of the time talking about—let me make a disclaimer here on the goal value side, if you’ve watched any of my other videos—obviously this goal value number is way off. It looks like someone in our team did not put in the lead value for a lead in the year-and-a-half prior. It looks like we got that corrected. So there’s absolutely no way 65,000% is accurate. So let’s be clear about that.
But what’s important is the goal completion and goal conversion rate, and what I want to stress in this video, and what you need to be thinking about in your business is, how do you not only continue to get more completions of your goals—so in this case, we’ve got 145% increase in goals, but more importantly is how we’re getting better at utilizing the traffic that’s coming into the website, how we’re getting better-targeted traffic to the website. So if you look in the prior year, we’re getting 2.5% of every visitor to convert, so that’s 2.5 out of 100 to convert. And notice, we doubled that in the next period after that, up to 5.4%. We didn’t get that much more traffic; we got 20% more traffic.
This is what our team is paid to do; this is what our team does. We spend time looking at who came through the funnel, who came through the website, who came through the door. And if they didn’t convert, we look at their reverse path of how they got there.
We studied this process month in and month out and we’re constantly tweaking and modifying this website, or as we call it, the online sales person, so we can figure out who came through the door, how did the website engage that particular page. We look at every single webpage as a conversion asset on the website, and I think a lot of business owners make the mistake of thinking, “Well, the website needs to be ranked.” No, we believe that web pages should be ranked. Each page of your website should serve a purpose, each page of your website has the ability to bring someone through the door.
If we take a quick peek here and go a little bit to the left, just to kind of give you the goal vision one more time, we look at the total number of goal completions. And again, we’ve got various goals happening here. I always like to point out that there isn’t one place where all of your visitors are going to come through the door and want to convert.
Again, in a local business, you can see here that the lion’s share of our opportunities turned out to be phone calls.
Put yourself in the mind of a small business, do they really want to fill out a form, or do they want to call on the phone and start getting questions answered about their scenario or about their situation? So you can look at the variations of goals here. We’ve got forms in different places on the website, so depending on where they’re going or where they’re navigating, you can obviously see that the lion’s share, they’re coming through the general contact form, and some of you, if you know how I feel about general contact forms, you will know that typically we don’t like those forms, but in this case, in this industry, we didn’t have to make it any more specific than that.
Typically speaking, we generally go a little bit higher up the funnel, and we create a different type of lead value magnet to bring people through. But in this case, and over the years that we’ve been working with them, this general contact form as still served them well. And, again, you can still see a percentage breakdown here of all of the traffic coming in. Again, please don’t pay attention at all to this goal value number. Clearly, one of our team members made a mistake here and didn’t do that properly when we set that up.
I just want to bring this to a close and really stress the point that in this 6-step process, the 6-step process is not a set it and forget it process. It’s an overlay; it’s a structure. It’s a recipe, if you will, and you have to constantly tweak the recipe. I’m a cook in my off hours. I love to cook and feed my family, and really test my skills—I’m an amateur cook, let’s be clear about that—I’m not a chef. But what’s important is that when I get various recipes, I’m always testing. I’m making it different times over and over again, and sometimes it comes out great, sometimes it doesn’t come out so great, sometimes I tweak the recipe a little bit. That’s really what online marketing is about. That’s what all of these channels are about.
Look, social’s changing, organic’s changing, the search engines are changing, your buyers are changing. I mean, today, your buyers are glued to these cell phones, they’re glued to these mobile devices. So everything’s changing, so there cannot be a one-size-fits-all strategy that you put in place and leave it. We have a playbook. It’s a fundamental, principle-based playbook that you can overlay on any traffic source, on any medium that your customer is coming through, even on a mobile device.
If you’re a professional service company—it really doesn’t matter what kind of company you’re in because these 6 steps work for everybody.
If you haven’t had the chance to download our 6-step playbook, you can get it at YokelLocal.com/Playbook and behind that, we’ll send you a 6-part e-mail series that will break down each of the 6 steps, give you the methodology, the psychology, the thought process we put behind this. You can apply it to any business. We apply it to e-commerce, we apply it to professional services, we apply it to home services, we apply it to startups, we apply it to everybody because these are principle-based. They’re not the flavor of the week.
If you’re looking for better results, download the playbook, get through the e-mail series, ask us any questions if you have any, and we’re just happy to serve you and provide this value to you on an ongoing basis. So hopefully this message finds you well, and I’ll find you, I’m sure on another video.