In the webinar hosted by Jack Jostes, CEO of Ramblin Jackson Inc., on Wednesday, Sept. 23, he conducted a case study of how one company was able to earn over $159,000 this year during COVID-19. To view the full webinar, click here.
Green Side Up Landscaping, based in Richmond, Virginia, is run by Craig Attkisson. Attkisson has been growing his company aggressively but wanted to focus on more qualified leads. He had been spending a lot of on pay-per-click on Google Ads but his close rate was in the single digits with these leads.
In March 2020, he launched his new website, which was mobile responsive and had web pages for each geographical area his company served. Because people are searching with the keyword phrase “landscaping near me” (especially now more than ever during the pandemic) it is important to have geographical information that Google can use to rank your site better.
Jostes breaks down how a company website should be built with the ‘Tree of Good Fortune.’ With a limb for each city and a branch for each service you provide, you will eventually have apples (new customers finding you online). He compares good reviews to sunlight and your customer service and sales as the rain that keeps your tree thriving.
He advises explaining your services clearly. While those in the industry know the difference between lawn care and lawn maintenance, you can’t assume a new prospect does. Jostes says long-form content on your site helps produce qualified customers.
Jostes says landscaping companies should be using their website as a tool to help the wrong customers disqualify themselves. This can be easily achieved by having leads enter their zip code. If the prospect is not in your service area, a quick search will inform them you do not work in that area.
For those who are in a service area, they can schedule a meeting automatically. By having qualified leads schedule a time that works for them, you can eliminate the time-consuming back and forth of finding a day that works for both parties.
After the potential client has scheduled a meeting, they are sent an outline of what they can expect at the meeting. Jostes says it’s a good idea to share timelines, pricing and other details before the meeting so the client is already well-informed.
Jostes says you should maintain your website regularly so it is always displaying your best work.
Want more from Jostes? Don’t miss his Zoom with Champions session on How to Sell Design/Build With Virtual Estimates on Thursday, Oct. 22 at 11 a.m. ET.