April 30, 2025 • 28 mins
Destiny Marketing Solutions specializes in marketing for electricians. Trusted by electrical contractors across the U.S., we help electricians grow through digital marketing—local SEO, local service ads, Google Ads, content, and automation.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Leonard Parker's video reco (00:00):
Hey there, fellow electricity
enthusiasts.
I am Leonard Parker from DestinyMarketing Solutions.
You know what's truly shocking,and we're not talking about
faulty wiring.
I'm talking about all thosewebsite visitors.
And you've probably seen them.
You're looking at GoogleAnalytics or your marketing team
(00:20):
member is showing all of thesevisitors that are coming to the
website, but you're wondering,why aren't these people calling
you?
If you're running an electricalcontracting business making
north of$200,000 a year, butyour phone isn't ringing as
often as your analytics showpeople visiting your site, stick
(00:41):
around.
I'll show you exactly why that'shappening and how to fix it.
And don't touch that dialbecause at the end I'm sharing
one expert tip that's helped ourelectrical contractor clients
increase their conversion ratesby over 40% practically
overnight.
Let's start with a storyframework you might recognize
(01:04):
from the movies, the Hero'sJourney, coined by Joseph
Campbell.
It's found in Star Wars, theHunger Games, the Matrix, and
believe it or not, in everyservice call that you make, see
the hero's journey begins whensomeone faces a problem that
they can't solve alone.
Think about it.
(01:25):
No one calls an electrician wheneverything's working perfectly,
the hero who is your customerfaces a challenge, seeks
guidance, and with your helpovercomes that challenge.
But here's the key insight thattransform your marketing in this
story.
Your customer is the hero, notyou.
(01:47):
Your role.
You're the trusted mentor, theOB one Kenobi of electrical
services.
If your website doesn't makethat clear.
You're losing leads.
Think about it like this.
Lou Skywalker is a simple farmboy until he meets OB one who
(02:07):
guides him towards becoming aJedi Knight.
Everything becomes a symbol ofrebellion with guidance from
Hamit and Cena.
Neo Discover.
He's the one because Morpheusshows him the truth about the
matrix in each story.
The mentor doesn't do the hero'sjob.
(02:30):
They provide the guidance,tools, and confidence the hero
needs to secede.
If you want more engagementright now, leave a comment on
which movie mentor you thinkbest represents your business
style.
Are you more of an obiwan, aHamid, or a Morpheus?
I'm curious to hear.
(02:51):
This is where most electricianwebsites go wrong.
They position a business as thehero.
We are the best.
We've been in business for 30years.
We won all of these awards,received all of this press, and
that's great.
Those can be great credibilityfactors.
However your customer doesn'tcare about your journey.
(03:13):
They care about theirs.
They have electrical problemsthat they cannot solve alone.
They're looking for someone whounderstands their needs and can
guide them to a solution.
If your digital presence isn'tclear.
Credible and actionable.
They'll find another guide whomakes it easier to take the next
step.
(03:34):
Remember, you're not justselling electrical services.
You're guiding someone through acritical turning point in their
story.
Here's the painful truth.
You're already paying fortraffic, whether it's Google
Ads, social media.
SEO, you might hear SEO, youdon't pay for those clicks, but
(03:56):
you're paying some way either.
If you're doing SEO yourself,you're paying due sweat equity,
or if you're paying an agency orcontractor you're paying some
way for even those free organicclicks.
You're paying for this trafficand it's simple to put.
Getting eyes on your website, onyour brand costs money, but.
(04:19):
When those visitors leave whilecontacting you, doesn't like
installing premium wiring andthen never connecting it to
anything.
It's wasted potential and wastedmoney.
Most electrical contractorwebsites are built like digital
brochures, not sales tools.
They look nice.
They list services.
May have maybe have somepictures the team, but they are
(04:41):
not built to convert visitorsinto leads.
A pretty site that doesn'tconvert is just overhead.
It's like hiring an apprenticewho never actually shows up for
work.
Let's diagnose the four mostcommon issues I see when
auditing electrician websitesfirst.
(05:02):
No clear calls to actionVisitors have no idea what to do
next.
Should they call?
Should they fill out a form?
If you don't tell them, theywon't do anything.
Second Trust is missing.
No visible reviews, nocredentials or authentic photos
of your actual team.
Please, by all means, it'sbetter to take out your mobile
(05:24):
phone and start snapping somepictures.
You don't have to wait for a.
Professional photographer orvideographer, but no one wants
to see those stock image imagesfrom 1999.
And it's very clear that thesearen't your actual team members.
So think about this.
Would you let a stranger intoyour home to work on something
(05:45):
as critical as electricity?
Neither will your customers.
Third, slow load times andmobile issues.
If your site takes more thanthree seconds to load or looks
terrible on a phone, visitorsare going to go faster than you
can say, short circuit.
Fourth, visitors don't know whatto do next or why they should do
it.
The path from interested tocalling is unclear or
(06:08):
complicated.
Every single page on your siteshould have a clear job to do.
Your service pages aren't justdescribing what you offer.
They should be selling thebenefits, the outcomes.
What can your customer expect orexperience after they've
(06:29):
received your services?
For example, don't just saypanel upgrades.
Explain how a panel upgrademeans.
No more trip breakers.
Running multiple appliances,safer home, electrical systems
for their family, and capacityfor future needs.
Include strong, obvious calls toaction on every page.
Request a quote, schedule acall, or get a free safety
(06:53):
inspection.
Keep your content and digestiblechunks with clear headlines and
no fluff.
Remember, if your pages don'tlead somewhere, your traffic
won't either.
Let me be crystal clear aboutyour calls to action.
They are the circuit breakers ofthe site.
Without them, nothing flows.
Make it painfully obvious whatyou want, something to do.
(07:15):
Explicit.
Don't get creative with budtext.
Use proven phrases like, callnow.
Get a free quote.
Schedule, service, whatever isrelevant for the next step.
This isn't the place for you tobe clever.
Repeat your calls to actionsthroughout longer pages, not
just at the bottom.
A visitor might be convincedhalfway through, so give them
(07:37):
opportunities to convert atmultiple points and make sure
your calls to actions.
Match the page they're on.
Don't offer a consultation on apage about emergency services.
Instead, offer same day servicetrust signals are the voltage
behind your conversions.
Without enough nothing happens.
Showcase your Google, your Yelp,your home advisor, your an G
(08:01):
reviews.
Show those proudly on your site.
Display your licensing andcertification information
prominently.
Add trust badges, like licenseand insured, or if you have any
special certifications like evITP use those and mention those
on your site.
Use real project photos, notstock images.
(08:23):
People can spot generic stockphotos faster than you can find
a hot wire.
Place testimonials or ratingstars near your calls to action.
The proximity of those testtestimonials or your ratings to
that call to action button, itcreates a powerful psychological
association when someone'sdeciding whether to contact you.
(08:45):
And remember, no trust equals noconversion.
Your potential customers need tofeel confident before they pick
up the phone.
It's likely that more than halfof your visitors are viewing
your site on a mobile device.
If your site isn't optimized formobile, you're essentially
turning away half your potentialbusiness.
(09:07):
Mobile users aren't going topitch and zoom and hunt around
your site.
They'll just leave.
Use large tapable buttons.
Click to call phone numbers andforms that are easy to complete
on a small screen.
Keep your pages scrollable andscannable.
No one's reading a novel ontheir phone while trying to find
an electrician.
(09:28):
A site that doesn't convert onmobile is literally a broken
connection to have your market.
Speaking of broken connections,let's talk about site speed.
Every second your site takes toload, increases your bounce rate
dramatically.
It's been tested that sites thattake more than three seconds to
(09:48):
load can see bounce rates.
Double.
Think about that and you mightbe wondering what is a bounce
rate?
So a bounce rate is if someonelands on your website and they
don't do anything else, theyjust leave.
So someone lands on yourhomepage, they don't click
through to another page.
They don't click to fill out aform, they don't call you.
This is counted as a bounce andthe percentage of all of your
(10:12):
website visitors that performthis behavior or exhibit this
behavior that is going to beyour bounce rate.
So the higher the bounce ratethe higher the indicator that
you need to spend time.
Or making your website more userfriendly.
And how can you find bouncer?
I suggest installing GoogleAnalytics for specifically for
(10:35):
your site.
It's a free tool from Google.
And it's pretty straightforwardto set up.
And depending on your websiteplatform WordPress Squarespace
there are some really goodintegrations that make that
setup process very simple.
To get back here to my content.
Think about that balance rate.
It's going to double.
(10:56):
Would you wait around for a slowelectrician?
Neither will your websitevisitors.
So you want to compress or makeyour image files smaller.
And it's a delicate balance herebecause you don't want to
compress them so much to where.
They lose quality.
So you wanna find that balancebetween col quality and file
(11:16):
size.
So image compression is veryimportant.
If you're on WordPress, thereare WordPress plugins like Smush
that will do this automatically.
You also want to clean up anycode or plugins that you're not
using.
This is very common.
If you've had your website forsome time and maybe you were
(11:40):
using plugins years ago, you'reno longer using them, but
they're still on your website.
So it is a good idea to do aregular audit.
Or have your team do an audit ofall of the plugins that you're
using, to determine if they arestill needed.
Use reliable hosting.
There's a plethora of hostingproviders out there.
(12:01):
My go-to is name cheap but youalso have WP Engine.
So if you have any questionsabout hosting providers, feel
free to reach out.
And lastly, you wanna regularlytest your site speed using tools
like Page Speed Insights or GTMetrics.
GT Metrics is my go-to tool.
It's very simple, so I'll do aquick demo here.
(12:23):
It will actually show you thegrade of your website speed.
It'll tell you, it'll give youwhat we call a waterfall.
It'll tell you what files inyour code, or what snippets of
code or contributing the most tothe load time.
And usually your resolution isfiguring out what are those
(12:44):
snippets or code lines of code,and then figuring out if you can
eliminate them or find a way tominimize them so they're not
taking so long to load.
Moving on to the next step here.
What's your navigation?
So you wanna keep the navigationsimple.
So your homepage services pageabout contact, you might have a
(13:05):
review section.
You might have also a sectionfor your projects.
You wanna make it verystraightforward at the top
level.
That's really all you need,avoid clutter and complexity.
White space is your friend.
It directs attention to whatmatters the most.
Bold headlines, clean layouts,and minimum distractions will
always outperform fancy designswith bells and whistles and
(13:28):
structure each page with a clearflow.
You are identifying a problem.
You are presenting a solutionand how your team is gonna
present that solution, and thenyou're going to end that with a
call to action.
Remember, your website is notyour opportunity to develop a
piece of art, it's a sales tool.
(13:49):
The best sales tools are simpleto understand and use.
Next, if you're not measuring,you're just guessing.
Set up proper tracking for allform submissions and phone calls
pretty straightforward.
You can set these up with GoogleAnalytics for, and you can track
each time someone fills out theform that will be counted as a
(14:12):
conversion event in GoogleAnalytics for if you are using
any CRMs.
You can also connect yourwebsite forms with your CRM.
Many CRMs are going to providethis functionality and you can
easily see what's coming throughthe source and what page is
driving that particular formfill.
(14:32):
I really encourage phone calltracking for phone calls.
Call tracking allows you to,one, see how many calls are
coming in from month to monthfrom your website.
You can also use call tracking.
On other online properties likeyour Google Business profile
your Facebook business page forexample.
(14:53):
And this will help youunderstand what's coming in
through those channels, but alsowhat are the quality of the
calls.
Usually we count anything that'sover at least 60 seconds as a
good call or a minute as a goodcall.
And then it also allows you tolisten to the recording so you
can see what is that interactionthat you or your team members is
having with that particularcaller.
(15:16):
And those can present greatopportunities for training.
If that caller, that lead.
Isn't being communicated withproperly heat mapping tools.
These are great to see wherevisitors are actually clicking
and scrolling.
My go-to here is Hotjar.
Again, very easy to use withWordPress.
And it'll tell you what peopleare clicking on when they are on
(15:38):
your website and what theyreveal might be interesting, and
you also can see what they'reignoring the way that you can
use this, if you find that theyare not scrolling to a certain
section of the website and thatsection includes something
important, perhaps you want tochange, maybe that call to
action to where they areactually scrolling or clicking
(16:01):
just to get more attention onit.
And then with your analytics,again, I am referring to Google
Analytics.
Here you want to identify highexit pages.
These are the weak points inyour website.
So if you can improve those weakpoints and keep people on your
website longer, it's more likelythat they're going to call you
(16:22):
or submit some information for aquote.
You also want to test differentcall to action placements,
colors and wording.
Small tweaks can lead to biggains in conversion rates.
And the point is this, you can'timprove conversion rates if
you're not tracking them in thefirst place.
(16:42):
I mentioned call trackingmetrics.
So this is one of my go-to toolsfor call tracking.
I've been using this platformfor years.
I'm just gonna zoom in here abit.
I do have some live data, butyou can see here, you can get a
contact.
So think about it.
The caller, I, it's like acaller id.
So you can see the phone number.
You can also see the source ofthat call.
(17:04):
So usually this is going to bewherever.
You've installed the calltracking snippet you can see
where that call is coming from.
You can also listen to the audioas I mentioned.
Usual guideline I give clients.
We will every week download allthe calls from that week, listen
to them to see if they're goodquality, if not, you know that's
(17:26):
data that we take back to ourcampaigns to tweak them.
But if they are great qualitythen we'll use that.
It has data to maybe scale acertain part of the campaign.
You can also see other metricslike the date and time of the
call.
So one way to use thisinformation, if you find that
you're getting many calls afteryour office is closed, maybe
(17:47):
it's time to invest in a callanswering service where.
If someone is answering thatcall they are intaking that lead
properly and doing, whensomeone's back online then you
can schedule your next step,whether that's, go out to look
at the project site or toprovide a quote.
I also wanted to show off AnaGoogle Analytics.
(18:10):
So I did make a separate videothat goes in how to set up
Google Analytics for yourwebsite.
But here I want to quickly goover how you can figure out what
are the pages on your websitewhere people are leaving, and
we're going to call these exitsfor your website.
So assuming you already haveGoogle Analytics set up, you can
(18:32):
go here to the left handtoolbar, go to explore, and then
once you're in the ExploreExplorations menu, you're gonna
go to Freeform.
What we're actually looking foris which pages are we seeing the
most exits?
And so that's gonna be called adimension.
(18:53):
So for your dimension, go in andjust do a search for pages and
let me zoom in here a bit soit's easier to see.
Okay, so just do a search forpage.
And then you're gonna see pagepath query shrink.
I'll just select that one.
Click confirm.
(19:15):
And then once you've added thatdimension, find your scroll bar.
Let's drag over page path andquery.
So now you can see, you see allthe website URLs and this is
just a test website I'm usingfor the demo.
And then from there we bydefault have device category.
(19:37):
So you see here we have desktop,mobile, tablet, and then it
gives you a totals column.
Information.
So instead of the vice category,and let's just remove that, we
wanna see all of the traffic andwe don't really care for this
demo, where they're coming from.
And then with that, you can lookat by default we're using,
(20:00):
looking at active users.
So you can, as with thedimensions, you can go in and
change this.
So I wanna see exits.
And then let's also see views.
So how many times a person hasviewed a particular page.
(20:25):
And I'm gonna zoom out here abit, but before I do that let me
go ahead and add these.
So I'm gonna remove activeusers.
So first I'm gonna drag overviews.
And then I'm gonna drag overexits and let's get that outta
here.
And now when we zoom out.
(20:45):
So by default it's gonna beviews.
But what you'll see here are thenumber of website or the website
URLs that are getting the mostviews.
You can also sort by exits, andthis is what gets you the
information on which pages areleading to the most exits from
your website.
How will you use thatinformation?
(21:06):
If you're going through andoptimizing for user experience,
getting people to stay on awebsite longer, you can
prioritize those pages becauseif you were to improve those
pages, that's where you're goingto see the most impact.
Talk a bit more about conversionoptimization and conversion
(21:27):
optimization simply is theexercise of figuring out how to
improve your conversion rate formaybe 1% to 3%.
Your website isn't your onlyonline property.
You wanna make sure that you'reoptimizing for your brand at
every digital touchpoint.
So Google Business Profile isoften the first place people
(21:50):
might encounter your businessonline.
Keep it updated with freshphotos.
Stay away from stock images.
Use photos of yourself, yourteam at work, your team in a
group photo, your team playingsoftball your work trucks.
Ideally if you have the brandingon them, that's.
Perfect.
And anything that might showcasethe culture, the personality of
(22:12):
your team, of your company, allor great things to show in that
photo section, you want completeservice listings, so don't leave
any of those fills with yourGoogle business profile empty.
And any time you receivequestions on your Google
Business profile or receivereviews, positive or negative,
you wanna make sure that yourespond to those reviews.
(22:33):
That will show future potentialclients that you are responsive
to customer needs, good or bad.
Another place you might want tolook at for conversion rate
optimization is your Facebookbusiness page.
Your Facebook business pageshould have a clear call to
action, so you should be using acall to action button on that
(22:54):
page.
You should have highlightedreviews and show regular updates
that showcase your work.
You also have third partylistings like Yelp and Angie
that need to be claimed andoptimized with consistent
information that links back toyour website.
So what I mean by consistentinformation, you wanna make sure
(23:15):
that your name, your address,your phone number, and even your
website is consistent across allproperties.
Yelp, Angie, Google BusinessProfile.
Anywhere that your website islisted online or your brand is
listed online.
You wanna make sure thatinformation is consistent and
this can get very nuanced.
(23:36):
So let's say if you are in abigger office building and on
one website you've spelled outSuite 500, while on a different
site you've abbreviated suite toSTE 500, that would be
considered a different address.
You can use that as the sourceof truth as you build out these
(23:56):
other profiles for your brand.
Remember if a potential customercan find it online, it should be
built or edited to convert.
If your website looks nice butdoes convert.
Something's broken.
It's that simple.
That's where our full circuitgrowth method comes in.
(24:17):
This is our proven frameworkthat addresses every aspect of
the customer journey.
From awareness to decisionmaking.
We start with your dreamoutcome.
Then work backwards to createsystems that get you there.
First, we ensure you're gettingfound by the right clients
through optimized onlineproperties, including your
website.
Then we implement conversion.
(24:37):
Improvement strategies that turnvisitors into leads.
Next, we build systems toconvert more of those leads into
paying projects.
Finally, we track everything soyou know exactly what's working
and what needs adjustment.
So this is where we're settingup the call tracking the Google
Analytics other tools.
(24:57):
To ensure that we are gettingthe data that's needed to inform
your campaign and work oniterative improvement over time.
This systematic approacheliminates the guesswork and
creates predictable leaf flow.
If you're serious about fixingyour website's conversion
issues.
Here's what I'm offering toanyone watching this video book
(25:21):
a full free circuit growth auditwith us.
During this comprehensivereview, we'll analyze your
current website's performanceand identify conversion
blockages.
We'll review your Googlepresence and compare it to your
top local competitors and createa customized roadmap for
improving your conversion rates.
We'll also provide specific,actionable recommendations that
(25:44):
you can implement immediately.
So here's the website, destinymarketing solutions.com.
You can also give us a call at(888) 846-4937.
All of this information will bein the description as well as
our Calendly link.
If you are ready to book aappointment, feel free to use
(26:04):
that link to book a call withsomeone from our team.
I do want to leave you with anexpert tip that's helped our
electrical contractor clientsboost conversions by over 40%.
Add a client review ortestimonial near the top of
every service page and make ithyperlocal.
So instead of a generictestimonial, use one that
(26:27):
mentions a specific neighborhoodor a specific suburb.
Also a reference to a landmarkbuilding or well-known local
business that you have served.
So for example, if I was doingthis for my electrician website,
I would say Leonard and his teamrewired our entire office
building.
They were professional,punctual, and fairly priced.
(26:50):
You can then link these reviewsto your actual Google or Yelp
profiles for added credibility.
This simple change createsimmediate trust and local
relevance that generic websitescan't match.
Instead of just having a reviewspage, you are in some way
surprising your website visitorswith testimonials when they
(27:10):
don't really expect them.
You should also try to put yourtestimonials as close to your
calls to action, like yourbuttons your click to calls
because this will, again, createthat psychological connection.
So before I wrap up, here's aquestion I'd love for you to
answer in the comments.
What's the biggest roadblock youface in turning website visitors
(27:33):
into customers?
Your insights help me createmore targeted content for your
business.
And if you've found value inthis video, make sure to like,
subscribe, and hit thatnotification bell.
I release new content forelectrical contractors every
week.
Remember, your customer is thehero of the story.
And you're their trusted guide.
(27:54):
Make that clear in every aspectof your online presence, and
you'll see your conversion ratesand your business reach new
heights.
Again, I'm Leonard Parker fromDestiny Marketing Solutions,
helping you turn browsers intobuyers and clicks into
customers.
I'll see you in the next video.
And remember, in electrical workand in marketing, it's all about
(28:17):
making the right connections.
Hey there, fellow electricity
enthusiasts.
I am Leonard Parker from DestinyMarketing Solutions.
You know what's truly shocking,and we're not talking about
faulty wiring.
I'm talking about all thosewebsite visitors.
And you've probably seen them.
You're looking at GoogleAnalytics or your marketing team
(00:20):
member is showing all of thesevisitors that are coming to the
website, but you're wondering,why aren't these people calling
you?
If you're running an electricalcontracting business making
north of$200,000 a year, butyour phone isn't ringing as
often as your analytics showpeople visiting your site, stick
(00:41):
around.
I'll show you exactly why that'shappening and how to fix it.
And don't touch that dialbecause at the end I'm sharing
one expert tip that's helped ourelectrical contractor clients
increase their conversion ratesby over 40% practically
overnight.
Let's start with a storyframework you might recognize
(01:04):
from the movies, the Hero'sJourney, coined by Joseph
Campbell.
It's found in Star Wars, theHunger Games, the Matrix, and
believe it or not, in everyservice call that you make, see
the hero's journey begins whensomeone faces a problem that
they can't solve alone.
Think about it.
(01:25):
No one calls an electrician wheneverything's working perfectly,
the hero who is your customerfaces a challenge, seeks
guidance, and with your helpovercomes that challenge.
But here's the key insight thattransform your marketing in this
story.
Your customer is the hero, notyou.
(01:47):
Your role.
You're the trusted mentor, theOB one Kenobi of electrical
services.
If your website doesn't makethat clear.
You're losing leads.
Think about it like this.
Lou Skywalker is a simple farmboy until he meets OB one who
(02:07):
guides him towards becoming aJedi Knight.
Everything becomes a symbol ofrebellion with guidance from
Hamit and Cena.
Neo Discover.
He's the one because Morpheusshows him the truth about the
matrix in each story.
The mentor doesn't do the hero'sjob.
(02:30):
They provide the guidance,tools, and confidence the hero
needs to secede.
If you want more engagementright now, leave a comment on
which movie mentor you thinkbest represents your business
style.
Are you more of an obiwan, aHamid, or a Morpheus?
I'm curious to hear.
(02:51):
This is where most electricianwebsites go wrong.
They position a business as thehero.
We are the best.
We've been in business for 30years.
We won all of these awards,received all of this press, and
that's great.
Those can be great credibilityfactors.
However your customer doesn'tcare about your journey.
(03:13):
They care about theirs.
They have electrical problemsthat they cannot solve alone.
They're looking for someone whounderstands their needs and can
guide them to a solution.
If your digital presence isn'tclear.
Credible and actionable.
They'll find another guide whomakes it easier to take the next
step.
(03:34):
Remember, you're not justselling electrical services.
You're guiding someone through acritical turning point in their
story.
Here's the painful truth.
You're already paying fortraffic, whether it's Google
Ads, social media.
SEO, you might hear SEO, youdon't pay for those clicks, but
(03:56):
you're paying some way either.
If you're doing SEO yourself,you're paying due sweat equity,
or if you're paying an agency orcontractor you're paying some
way for even those free organicclicks.
You're paying for this trafficand it's simple to put.
Getting eyes on your website, onyour brand costs money, but.
(04:19):
When those visitors leave whilecontacting you, doesn't like
installing premium wiring andthen never connecting it to
anything.
It's wasted potential and wastedmoney.
Most electrical contractorwebsites are built like digital
brochures, not sales tools.
They look nice.
They list services.
May have maybe have somepictures the team, but they are
(04:41):
not built to convert visitorsinto leads.
A pretty site that doesn'tconvert is just overhead.
It's like hiring an apprenticewho never actually shows up for
work.
Let's diagnose the four mostcommon issues I see when
auditing electrician websitesfirst.
(05:02):
No clear calls to actionVisitors have no idea what to do
next.
Should they call?
Should they fill out a form?
If you don't tell them, theywon't do anything.
Second Trust is missing.
No visible reviews, nocredentials or authentic photos
of your actual team.
Please, by all means, it'sbetter to take out your mobile
(05:24):
phone and start snapping somepictures.
You don't have to wait for a.
Professional photographer orvideographer, but no one wants
to see those stock image imagesfrom 1999.
And it's very clear that thesearen't your actual team members.
So think about this.
Would you let a stranger intoyour home to work on something
(05:45):
as critical as electricity?
Neither will your customers.
Third, slow load times andmobile issues.
If your site takes more thanthree seconds to load or looks
terrible on a phone, visitorsare going to go faster than you
can say, short circuit.
Fourth, visitors don't know whatto do next or why they should do
it.
The path from interested tocalling is unclear or
(06:08):
complicated.
Every single page on your siteshould have a clear job to do.
Your service pages aren't justdescribing what you offer.
They should be selling thebenefits, the outcomes.
What can your customer expect orexperience after they've
(06:29):
received your services?
For example, don't just saypanel upgrades.
Explain how a panel upgrademeans.
No more trip breakers.
Running multiple appliances,safer home, electrical systems
for their family, and capacityfor future needs.
Include strong, obvious calls toaction on every page.
Request a quote, schedule acall, or get a free safety
(06:53):
inspection.
Keep your content and digestiblechunks with clear headlines and
no fluff.
Remember, if your pages don'tlead somewhere, your traffic
won't either.
Let me be crystal clear aboutyour calls to action.
They are the circuit breakers ofthe site.
Without them, nothing flows.
Make it painfully obvious whatyou want, something to do.
(07:15):
Explicit.
Don't get creative with budtext.
Use proven phrases like, callnow.
Get a free quote.
Schedule, service, whatever isrelevant for the next step.
This isn't the place for you tobe clever.
Repeat your calls to actionsthroughout longer pages, not
just at the bottom.
A visitor might be convincedhalfway through, so give them
(07:37):
opportunities to convert atmultiple points and make sure
your calls to actions.
Match the page they're on.
Don't offer a consultation on apage about emergency services.
Instead, offer same day servicetrust signals are the voltage
behind your conversions.
Without enough nothing happens.
Showcase your Google, your Yelp,your home advisor, your an G
(08:01):
reviews.
Show those proudly on your site.
Display your licensing andcertification information
prominently.
Add trust badges, like licenseand insured, or if you have any
special certifications like evITP use those and mention those
on your site.
Use real project photos, notstock images.
(08:23):
People can spot generic stockphotos faster than you can find
a hot wire.
Place testimonials or ratingstars near your calls to action.
The proximity of those testtestimonials or your ratings to
that call to action button, itcreates a powerful psychological
association when someone'sdeciding whether to contact you.
(08:45):
And remember, no trust equals noconversion.
Your potential customers need tofeel confident before they pick
up the phone.
It's likely that more than halfof your visitors are viewing
your site on a mobile device.
If your site isn't optimized formobile, you're essentially
turning away half your potentialbusiness.
(09:07):
Mobile users aren't going topitch and zoom and hunt around
your site.
They'll just leave.
Use large tapable buttons.
Click to call phone numbers andforms that are easy to complete
on a small screen.
Keep your pages scrollable andscannable.
No one's reading a novel ontheir phone while trying to find
an electrician.
(09:28):
A site that doesn't convert onmobile is literally a broken
connection to have your market.
Speaking of broken connections,let's talk about site speed.
Every second your site takes toload, increases your bounce rate
dramatically.
It's been tested that sites thattake more than three seconds to
(09:48):
load can see bounce rates.
Double.
Think about that and you mightbe wondering what is a bounce
rate?
So a bounce rate is if someonelands on your website and they
don't do anything else, theyjust leave.
So someone lands on yourhomepage, they don't click
through to another page.
They don't click to fill out aform, they don't call you.
This is counted as a bounce andthe percentage of all of your
(10:12):
website visitors that performthis behavior or exhibit this
behavior that is going to beyour bounce rate.
So the higher the bounce ratethe higher the indicator that
you need to spend time.
Or making your website more userfriendly.
And how can you find bouncer?
I suggest installing GoogleAnalytics for specifically for
(10:35):
your site.
It's a free tool from Google.
And it's pretty straightforwardto set up.
And depending on your websiteplatform WordPress Squarespace
there are some really goodintegrations that make that
setup process very simple.
To get back here to my content.
Think about that balance rate.
It's going to double.
(10:56):
Would you wait around for a slowelectrician?
Neither will your websitevisitors.
So you want to compress or makeyour image files smaller.
And it's a delicate balance herebecause you don't want to
compress them so much to where.
They lose quality.
So you wanna find that balancebetween col quality and file
(11:16):
size.
So image compression is veryimportant.
If you're on WordPress, thereare WordPress plugins like Smush
that will do this automatically.
You also want to clean up anycode or plugins that you're not
using.
This is very common.
If you've had your website forsome time and maybe you were
(11:40):
using plugins years ago, you'reno longer using them, but
they're still on your website.
So it is a good idea to do aregular audit.
Or have your team do an audit ofall of the plugins that you're
using, to determine if they arestill needed.
Use reliable hosting.
There's a plethora of hostingproviders out there.
(12:01):
My go-to is name cheap but youalso have WP Engine.
So if you have any questionsabout hosting providers, feel
free to reach out.
And lastly, you wanna regularlytest your site speed using tools
like Page Speed Insights or GTMetrics.
GT Metrics is my go-to tool.
It's very simple, so I'll do aquick demo here.
(12:23):
It will actually show you thegrade of your website speed.
It'll tell you, it'll give youwhat we call a waterfall.
It'll tell you what files inyour code, or what snippets of
code or contributing the most tothe load time.
And usually your resolution isfiguring out what are those
(12:44):
snippets or code lines of code,and then figuring out if you can
eliminate them or find a way tominimize them so they're not
taking so long to load.
Moving on to the next step here.
What's your navigation?
So you wanna keep the navigationsimple.
So your homepage services pageabout contact, you might have a
(13:05):
review section.
You might have also a sectionfor your projects.
You wanna make it verystraightforward at the top
level.
That's really all you need,avoid clutter and complexity.
White space is your friend.
It directs attention to whatmatters the most.
Bold headlines, clean layouts,and minimum distractions will
always outperform fancy designswith bells and whistles and
(13:28):
structure each page with a clearflow.
You are identifying a problem.
You are presenting a solutionand how your team is gonna
present that solution, and thenyou're going to end that with a
call to action.
Remember, your website is notyour opportunity to develop a
piece of art, it's a sales tool.
(13:49):
The best sales tools are simpleto understand and use.
Next, if you're not measuring,you're just guessing.
Set up proper tracking for allform submissions and phone calls
pretty straightforward.
You can set these up with GoogleAnalytics for, and you can track
each time someone fills out theform that will be counted as a
(14:12):
conversion event in GoogleAnalytics for if you are using
any CRMs.
You can also connect yourwebsite forms with your CRM.
Many CRMs are going to providethis functionality and you can
easily see what's coming throughthe source and what page is
driving that particular formfill.
(14:32):
I really encourage phone calltracking for phone calls.
Call tracking allows you to,one, see how many calls are
coming in from month to monthfrom your website.
You can also use call tracking.
On other online properties likeyour Google Business profile
your Facebook business page forexample.
(14:53):
And this will help youunderstand what's coming in
through those channels, but alsowhat are the quality of the
calls.
Usually we count anything that'sover at least 60 seconds as a
good call or a minute as a goodcall.
And then it also allows you tolisten to the recording so you
can see what is that interactionthat you or your team members is
having with that particularcaller.
(15:16):
And those can present greatopportunities for training.
If that caller, that lead.
Isn't being communicated withproperly heat mapping tools.
These are great to see wherevisitors are actually clicking
and scrolling.
My go-to here is Hotjar.
Again, very easy to use withWordPress.
And it'll tell you what peopleare clicking on when they are on
(15:38):
your website and what theyreveal might be interesting, and
you also can see what they'reignoring the way that you can
use this, if you find that theyare not scrolling to a certain
section of the website and thatsection includes something
important, perhaps you want tochange, maybe that call to
action to where they areactually scrolling or clicking
(16:01):
just to get more attention onit.
And then with your analytics,again, I am referring to Google
Analytics.
Here you want to identify highexit pages.
These are the weak points inyour website.
So if you can improve those weakpoints and keep people on your
website longer, it's more likelythat they're going to call you
(16:22):
or submit some information for aquote.
You also want to test differentcall to action placements,
colors and wording.
Small tweaks can lead to biggains in conversion rates.
And the point is this, you can'timprove conversion rates if
you're not tracking them in thefirst place.
(16:42):
I mentioned call trackingmetrics.
So this is one of my go-to toolsfor call tracking.
I've been using this platformfor years.
I'm just gonna zoom in here abit.
I do have some live data, butyou can see here, you can get a
contact.
So think about it.
The caller, I, it's like acaller id.
So you can see the phone number.
You can also see the source ofthat call.
(17:04):
So usually this is going to bewherever.
You've installed the calltracking snippet you can see
where that call is coming from.
You can also listen to the audioas I mentioned.
Usual guideline I give clients.
We will every week download allthe calls from that week, listen
to them to see if they're goodquality, if not, you know that's
(17:26):
data that we take back to ourcampaigns to tweak them.
But if they are great qualitythen we'll use that.
It has data to maybe scale acertain part of the campaign.
You can also see other metricslike the date and time of the
call.
So one way to use thisinformation, if you find that
you're getting many calls afteryour office is closed, maybe
(17:47):
it's time to invest in a callanswering service where.
If someone is answering thatcall they are intaking that lead
properly and doing, whensomeone's back online then you
can schedule your next step,whether that's, go out to look
at the project site or toprovide a quote.
I also wanted to show off AnaGoogle Analytics.
(18:10):
So I did make a separate videothat goes in how to set up
Google Analytics for yourwebsite.
But here I want to quickly goover how you can figure out what
are the pages on your websitewhere people are leaving, and
we're going to call these exitsfor your website.
So assuming you already haveGoogle Analytics set up, you can
(18:32):
go here to the left handtoolbar, go to explore, and then
once you're in the ExploreExplorations menu, you're gonna
go to Freeform.
What we're actually looking foris which pages are we seeing the
most exits?
And so that's gonna be called adimension.
(18:53):
So for your dimension, go in andjust do a search for pages and
let me zoom in here a bit soit's easier to see.
Okay, so just do a search forpage.
And then you're gonna see pagepath query shrink.
I'll just select that one.
Click confirm.
(19:15):
And then once you've added thatdimension, find your scroll bar.
Let's drag over page path andquery.
So now you can see, you see allthe website URLs and this is
just a test website I'm usingfor the demo.
And then from there we bydefault have device category.
(19:37):
So you see here we have desktop,mobile, tablet, and then it
gives you a totals column.
Information.
So instead of the vice category,and let's just remove that, we
wanna see all of the traffic andwe don't really care for this
demo, where they're coming from.
And then with that, you can lookat by default we're using,
(20:00):
looking at active users.
So you can, as with thedimensions, you can go in and
change this.
So I wanna see exits.
And then let's also see views.
So how many times a person hasviewed a particular page.
(20:25):
And I'm gonna zoom out here abit, but before I do that let me
go ahead and add these.
So I'm gonna remove activeusers.
So first I'm gonna drag overviews.
And then I'm gonna drag overexits and let's get that outta
here.
And now when we zoom out.
(20:45):
So by default it's gonna beviews.
But what you'll see here are thenumber of website or the website
URLs that are getting the mostviews.
You can also sort by exits, andthis is what gets you the
information on which pages areleading to the most exits from
your website.
How will you use thatinformation?
(21:06):
If you're going through andoptimizing for user experience,
getting people to stay on awebsite longer, you can
prioritize those pages becauseif you were to improve those
pages, that's where you're goingto see the most impact.
Talk a bit more about conversionoptimization and conversion
(21:27):
optimization simply is theexercise of figuring out how to
improve your conversion rate formaybe 1% to 3%.
Your website isn't your onlyonline property.
You wanna make sure that you'reoptimizing for your brand at
every digital touchpoint.
So Google Business Profile isoften the first place people
(21:50):
might encounter your businessonline.
Keep it updated with freshphotos.
Stay away from stock images.
Use photos of yourself, yourteam at work, your team in a
group photo, your team playingsoftball your work trucks.
Ideally if you have the brandingon them, that's.
Perfect.
And anything that might showcasethe culture, the personality of
(22:12):
your team, of your company, allor great things to show in that
photo section, you want completeservice listings, so don't leave
any of those fills with yourGoogle business profile empty.
And any time you receivequestions on your Google
Business profile or receivereviews, positive or negative,
you wanna make sure that yourespond to those reviews.
(22:33):
That will show future potentialclients that you are responsive
to customer needs, good or bad.
Another place you might want tolook at for conversion rate
optimization is your Facebookbusiness page.
Your Facebook business pageshould have a clear call to
action, so you should be using acall to action button on that
(22:54):
page.
You should have highlightedreviews and show regular updates
that showcase your work.
You also have third partylistings like Yelp and Angie
that need to be claimed andoptimized with consistent
information that links back toyour website.
So what I mean by consistentinformation, you wanna make sure
(23:15):
that your name, your address,your phone number, and even your
website is consistent across allproperties.
Yelp, Angie, Google BusinessProfile.
Anywhere that your website islisted online or your brand is
listed online.
You wanna make sure thatinformation is consistent and
this can get very nuanced.
(23:36):
So let's say if you are in abigger office building and on
one website you've spelled outSuite 500, while on a different
site you've abbreviated suite toSTE 500, that would be
considered a different address.
You can use that as the sourceof truth as you build out these
(23:56):
other profiles for your brand.
Remember if a potential customercan find it online, it should be
built or edited to convert.
If your website looks nice butdoes convert.
Something's broken.
It's that simple.
That's where our full circuitgrowth method comes in.
(24:17):
This is our proven frameworkthat addresses every aspect of
the customer journey.
From awareness to decisionmaking.
We start with your dreamoutcome.
Then work backwards to createsystems that get you there.
First, we ensure you're gettingfound by the right clients
through optimized onlineproperties, including your
website.
Then we implement conversion.
(24:37):
Improvement strategies that turnvisitors into leads.
Next, we build systems toconvert more of those leads into
paying projects.
Finally, we track everything soyou know exactly what's working
and what needs adjustment.
So this is where we're settingup the call tracking the Google
Analytics other tools.
(24:57):
To ensure that we are gettingthe data that's needed to inform
your campaign and work oniterative improvement over time.
This systematic approacheliminates the guesswork and
creates predictable leaf flow.
If you're serious about fixingyour website's conversion
issues.
Here's what I'm offering toanyone watching this video book
(25:21):
a full free circuit growth auditwith us.
During this comprehensivereview, we'll analyze your
current website's performanceand identify conversion
blockages.
We'll review your Googlepresence and compare it to your
top local competitors and createa customized roadmap for
improving your conversion rates.
We'll also provide specific,actionable recommendations that
(25:44):
you can implement immediately.
So here's the website, destinymarketing solutions.com.
You can also give us a call at(888) 846-4937.
All of this information will bein the description as well as
our Calendly link.
If you are ready to book aappointment, feel free to use
(26:04):
that link to book a call withsomeone from our team.
I do want to leave you with anexpert tip that's helped our
electrical contractor clientsboost conversions by over 40%.
Add a client review ortestimonial near the top of
every service page and make ithyperlocal.
So instead of a generictestimonial, use one that
(26:27):
mentions a specific neighborhoodor a specific suburb.
Also a reference to a landmarkbuilding or well-known local
business that you have served.
So for example, if I was doingthis for my electrician website,
I would say Leonard and his teamrewired our entire office
building.
They were professional,punctual, and fairly priced.
(26:50):
You can then link these reviewsto your actual Google or Yelp
profiles for added credibility.
This simple change createsimmediate trust and local
relevance that generic websitescan't match.
Instead of just having a reviewspage, you are in some way
surprising your website visitorswith testimonials when they
(27:10):
don't really expect them.
You should also try to put yourtestimonials as close to your
calls to action, like yourbuttons your click to calls
because this will, again, createthat psychological connection.
So before I wrap up, here's aquestion I'd love for you to
answer in the comments.
What's the biggest roadblock youface in turning website visitors
(27:33):
into customers?
Your insights help me createmore targeted content for your
business.
And if you've found value inthis video, make sure to like,
subscribe, and hit thatnotification bell.
I release new content forelectrical contractors every
week.
Remember, your customer is thehero of the story.
And you're their trusted guide.
(27:54):
Make that clear in every aspectof your online presence, and
you'll see your conversion ratesand your business reach new
heights.
Again, I'm Leonard Parker fromDestiny Marketing Solutions,
helping you turn browsers intobuyers and clicks into
customers.
I'll see you in the next video.
And remember, in electrical workand in marketing, it's all about
(28:17):
making the right connections.
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