The other day a client called me with a problem; their phone wasn’t ringing. They weren’t getting as many leads from their website as they used to.
When Leads Generated By Your Website Slow Down: Sniffing Out the Problem
First, I pulled up my client’s Google Webmaster account and looked at some of the numbers. You’ll see in the graphic on the right, this client has several top spots on the search engines. So what changed in the environment?
I was determined to find the culprit. So I dug into the details and sniffed out the issue. . .
Since I didn’t find the problem with Google Webmaster Tools, then I looked at Google Analytics for answers. With Google Analytics it’s easy to find out what people are using to view your website. With a few lines of code on your website’s pages, Google will track and report this information for you. Plus Google Analytics is a free service.
You’ll see a partial list of mobile devices Google Analytics reported for this website in the graphic below.
Yep. Lot’s of people were viewing his website with smartphones and tablets. Next step. Back up. Let’s see what people see when they search for his keywords on smartphones and tablets.
Part of the Problem Found
In many cases, when people searched Google on their iPhone or Android for my client’s keywords, they were only seeing the paid search results. That’s right. Either no organic search listings showed up or just a few were shown on several important keyword searches.
Our client was doing well on desktop searches. But a sizable percentage of his potential customers changed their search habits. More were using smartphones when they searched for his products. And he was feeling it.
There are other reasons why a website might generate fewer leads, but this was a BIGGIE.
What do People See When they “Google” Your Products or Services on Smartphones and Tablets?
More and more of your customers and potential customers are finding out about the products and services you provide with their smartphones and tablets too. If you don’t have a plan in place to reach these smartphone and tablet users, you better get with it.
“…according to StatCounter mobile traffic in the US represents nearly 18 percent of the total. In local categories the figures are higher. Local publishers say that between 35 percent and 50+ percent of their queries are now coming from mobile.” - Search Engine Land
The Good News: You’re Able to Target Smartphone Searches and Tablet Searches with Google AdWords
You’re able to have your ad only show-up on smartphones now. So you’re able to reach people when they’re ready to drive to a local business and make a purchase. More good news . . .
Mobile Pay-Per-Click Advertising is a Great Value Now
The average cost-per-click to advertise to mobile targeted searches has dropped dramatically in the last couple of months. Which means you can take advantage of this and get more new customers for less money. See the chart below.
Google is giving small business owners $100 worth of free pay-per-click advertising, but there’s a catch . . .
What’s the catch? You have to know an expert who meets the requirements in Google’s new partner program. And you have to get the expert to send you an invitation with the credit.
Then you have to invest at least $25 into a Google pay-per-click advertising campaign first before you get the $100 credit. So you’re really getting $125 worth of advertising for $25. Not bad.
So how do you find someone who will send you an invitation?
Today I have 25 invitations with the $100 credit to give business owners. Since I can’t give these to everyone, I’ll give them to people who have the highest probability of success with a mobile pay-per-click campaign.
See if this sounds like you:
- Most of my customers come from a 50 mile radius or closer
- I don’t mind investing in advertising on a consistent basis as long as it’s working
- I want to “own” my market. Wherever potential customers are searching for my product or service, I want my business to be seen there
- If I can get advertising for 50% – 60% less than what my competitors are paying, and it’s effective, I’m all in
If this sounds like you, leave a voice mail for me, Doug Stewart, at 918-409-2372 or send an email to firstname.lastname@example.org. Tell me a little bit about your business and we’ll see if this is a good fit for you.
“Giving You the Power to Fight the Big Boys”