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Transcript

Why Your Website Isn’t Generating Leads (Even With Ads) · Marketing For Tradies

• 0:00
  SPEAKER_00: So you spend$5,000 on a website, it looks incredible, you turn on Google Ads, you spend another 2K, and you wait for the phone to ring.
• 0:11
  SPEAKER_00: But nothing happens.
• 0:12
  SPEAKER_00: Maybe one or two tie kickers, but no real jobs.
• 0:16
  SPEAKER_00: And now you're 7K down the drain with no results to show for it.
• 0:20
  SPEAKER_00: You think the ads are broken, or you think your market is just too competitive, or maybe you think marketing doesn't work for you.
• 0:27
  SPEAKER_00: Either way, you're probably wrong.
• 0:28
  SPEAKER_00: The ads are fine, the market is fine, the problem is that you're using a screwdriver to hammer a nail.
• 0:34
  SPEAKER_00: And today I'm gonna show you why your website is the worst place to send paid traffic and the difference between a digital brochure and a lead generation funnel.
• 0:42
  SPEAKER_00: Welcome to Marketing for Tradees, the podcast where we help trades and service-based businesses with straight-up marketing advice to get more leads and build more jobs.
• 0:50
  SPEAKER_00: I'm your host Shannon, and my agency has helped over a hundred businesses go from inconsistent work and relying on word of mouth to getting a steady flow of jobs coming in every single week.
• 1:01
  SPEAKER_00: In this podcast, I'm walking you through simple, practical strategies that actually help you grow your business without a guest ball.
• 1:07
  SPEAKER_00: So let's get into it.
• 1:08
  SPEAKER_00: Your main website is a capability statement.
• 1:11
  SPEAKER_00: It's a digital brochure.
• 1:12
  SPEAKER_00: Its job is to sit there and look professional when someone already knows your name, decides to look you up.
• 1:18
  SPEAKER_00: It's for past clients, potential employees, and people who got your name from a referral.
• 1:23
  SPEAKER_00: Think of your website like a library.
• 1:24
  SPEAKER_00: It has all the information about everything you do, your history, your team, your services, your blog.
• 1:30
  SPEAKER_00: It's designed for browsing and that's valuable, but when you pay for a click on Google Ads or any type of ads, you're not buying a browser.
• 1:38
  SPEAKER_00: You're buying someone with a specific urgent problem.
• 1:41
  SPEAKER_00: If someone searches for birth pipe repair or roof replacement, they do not want to go to browser library.
• 1:49
  SPEAKER_00: They're bleeding and they need an emergency room now.
• 1:52
  SPEAKER_00: When you send that bleeding patient to your library, which is your website homepage, you force them to wander around the aisles looking for the plumbing or roofing section.
• 2:01
  SPEAKER_00: They get frustrated, they leave, and you just waste money on a click that didn't convert.
• 2:06
  SPEAKER_00: So if the website is the library, what's the emergency room?
• 2:09
  SPEAKER_00: It's a funnel.
• 2:10
  SPEAKER_00: Specifically, a dedicated landing page that you're sending paid traffic to.
• 2:14
  SPEAKER_00: A funnel is built on two principles isolation and specific intent.
• 2:20
  SPEAKER_00: Whereas your website is more general.
• 2:22
  SPEAKER_00: Isolation means there are no distractions.
• 2:25
  SPEAKER_00: There's no about us page, there's no meet the team page, there's no navigation bar at the top.
• 2:30
  SPEAKER_00: The visitor can't just click away to read your blog.
• 2:33
  SPEAKER_00: They're isolated on one single page and they have only two choices contact you or close the tab.
• 2:39
  SPEAKER_00: Specific intent means the page perfectly matches what they search for.
• 2:44
  SPEAKER_00: So that means if they were looking for an emergency plumber or burst pipe repair or roof replacement, the landing page doesn't mention all of these different services or things that you could possibly do.
• 2:57
  SPEAKER_00: It only talks about that one service.
• 2:59
  SPEAKER_00: The headline outlines that one service, the images show that one service, and the testimonials are from people who had that service done.
• 3:07
  SPEAKER_00: You're showing them exactly what they asked to see and nothing else.
• 3:11
  SPEAKER_00: That is why funnels convert at 10, 15, or even 20% while websites struggle to hit 2 or 3%.
• 3:19
  SPEAKER_00: It's not to say websites aren't valuable, it's just to say their job is very, very different.
• 3:24
  SPEAKER_00: And if you try and use it for the same job as a funnel and landing pages designed for, you're gonna get subpar results.
• 3:31
  SPEAKER_00: So let me give you a real example of how this traffic misalignment or this page misalignment can burn cash.
• 3:38
  SPEAKER_00: So I spoke to an electrician who was spending around 3k a month on Google Ads.
• 3:42
  SPEAKER_00: He was bidding on keywords like switchboard upgrade and house rewiring, but he was sending all that traffic to his website homepage.
• 3:50
  SPEAKER_00: His homepage had a massive picture of his van, paragraph about how his dad had started the business, and a list of 20 different services he offered.
• 3:59
  SPEAKER_00: So this is really common with electrical and plumbing businesses.
• 4:03
  SPEAKER_00: And I mean, any type of trades business, generally you have the capability to do a lot of different things, but he was paying for specific intent and delivering generic capability.
• 4:12
  SPEAKER_00: We took his exact same ad budget and we built two funnels: one page specifically for switchboard upgrades and one landing page and funnel specifically for house rewiring.
• 4:23
  SPEAKER_00: We changed nothing about the ads, we just changed where the traffic landed.
• 4:27
  SPEAKER_00: His leads went up and got cheaper the first week.
• 4:30
  SPEAKER_00: He also got better quality leads because he was converting people who actually wanted to take action faster and straight away.
• 4:37
  SPEAKER_00: So your tactical next step is to audit your own traffic.
• 4:40
  SPEAKER_00: If you're running ads, click the ads and see where it actually takes you.
• 4:44
  SPEAKER_00: If it takes you to a page with navigation, a list of multiple services or messaging that's unclear, turn it off now, build a dedicated landing page, and send traffic there instead.
• 4:53
  SPEAKER_00: So just to summarize this episode, remember that your website is a library.
• 4:57
  SPEAKER_00: It's for browsing, it's valuable, but it's not there to convert high intent traffic.
• 5:03
  SPEAKER_00: A landing page is an emergency room.
• 5:05
  SPEAKER_00: It's for solving a specific problem right now.
• 5:08
  SPEAKER_00: Never send paid, specific traffic to a generic homepage because it's the fastest way to burn your marketing budget.
• 5:15
  SPEAKER_00: And that's all for this episode.
• 5:16
  SPEAKER_00: So go ahead, review and audit your ads.
• 5:18
  SPEAKER_00: If you need support in any way, reach out to our team and we'd be happy to have a chat.
• 5:22
  SPEAKER_00: Thank you for tuning in to the Marketing for Trade's podcast.
• 5:25
  SPEAKER_00: If you got something out of this episode, don't forget to like, follow, and subscribe or leave us a review on whatever platform you're listening on.
• 5:32
  SPEAKER_00: And if you're a service based business owner who'd rather have someone handle your marketing for you, book a call with my team using the link below and let's see how we can help.