Being Number One In The Search Engines Really Matters!
I devote a whole section of my home inspection coaching web site to the home inspection marketing strategies involved in going directly to the public for business.
I don’t believe that home inspectors should sit around and wait on referrals. It’s my philosophy, that home inspectors should use proven effective home inspection marketing strategies to market their business directly to home buyers, so they can keep their schedule full all year long.
And the backbone of my ‘direct to the public’ home inspection marketing efforts is my web site.
However, if your web site isn’t showing up on the first page of the “organic or free” search results on Google (or Yahoo Or Bing) then your home inspection prospects will never see your best sales tool!
Think about it; when was the last time you clicked over to page two of the search results when the top ten items returned from your search request didn’t satisfy what you were looking for. I can honestly say, that I never go to page two. If the top ten items returned didn’t yield the results I was looking for, I revise my search terms.
A couple of weeks ago, I saw a very interesting study that reveals that it’s not good enough for your home inspection firm to just be on the first page of Google but you really need to be in the first position on Google for the keyword phrases you’re trying to get your web site indexed for, like ‘Home Inspector Atlanta,’ for my inspection firm.
The home inspection company in the number one slot in the organic search results receives 42.1% of all the clicks, where the firm in the number seven position gets just 3.4% of the clicks.
I was totally surprised to learn that the firm in the number two slot just received 11.9% of the clicks and the poor guy who has worked his way into the number three slot, gets a measly 8.5% of the clicks.
Let’s look at why this should really matter to you…
The keyword phrase “Home Inspector Atlanta” gets about 1,200 searches a month. If my web site is in the number one position for that keyword phrase I’ll get 505 clicks. But if I’m in the number seven position for that keyword phrase, I’m just getting 41 clicks. And if you’re in the number two or three positions, you’re just getting 143 or 102 clicks respectively.
Let’s go one step further and analyze conversion…
Below I have put together a chart that reveals how many inspections you could count on if 1,200 people searched for a particular keyword phrase, based on your search engine ranking at three different conversion rates.
Search Ranking Position 1% Conversion 3% Conversion 5% Conversion
1 5 Inspections 15 Inspections 25 Inspections
2 1 Inspection 4 Inspections 7 Inspections
3 1 Inspection 3 Inspections 5 Inspections
4 less than 1 2 inspections 3.7 Inspections
5 less than 1 1.8 Inspections 2.9 Inspections
6 less that 1 1.5 Inspections 2.5 Inspections
7 less than 1 1.2 Inspections 2 Inspections
As you can clearly see, it’s no longer good enough to just have your web site on the first page of Google; it’s essential that you secure that number one position to maximize your sales.
At an average inspection fee of $350.00, the difference in revenue between the home inspection company in the number one position and the company in the number two position, at a five percent conversion rate is $6,300.00 a month. That’s a $75,600.00 difference annually between being number one and number two. That’s a serious chunk of change!
Home Inspection Marketing Action Item:
Now that you’re aware that position really matters, your short term goal is twofold…
1. Secure the number one position for you web site for the keyword phrases you’re trying to get indexed for.
2. Increase your conversion rate, i.e., turn more web site visitors into paying customers by providing those visitors the information they need to choose your firm for their home inspection.
A great place to learn the home inspection marketing strategies to achieve those two goals is the Home Inspection Marketing Center! Not only do we teach SEO and Conversion strategies but we have partner vendors to assist you with those projects, if you don’t want to deal with them yourself.