Originally, their website’s copywriting was making them lose potential clients daily.
It focuses on them – and not the client.
It doesn’t make anyone WANT it bad enough.
The language is “fluffy” and not specific.
The key to this is you have to make them WANT it more. How do we do this?
We focused on the Pain Points and the benefits. Pain points refers to the frustrations that your target client has.
So for example:
Protect your property and investment from the potential damages that leaks can cause.
Get immediate assistance or deal with more severe damages.
We framed the entire page around the pain points, benefits, and added in the solutions by working with us + video testimonials of current clients.
The results were amazing. There was an immediate 60% increase of leads once someone lands on the page versus the old page which didn't have any of this.
When we start working with a new client, we always begin with a deep-dive: a bit of fact-finding with regards to who they are. We need to understand what they do, how they do it, their list of services, and their general price points.
So, we carry out an intensive fact-finding mission so that we can ascertain the type of sales funnel and lead-generation approach that’s going to best suit their business and the high quality clients they’re trying to reach.
We ask them:
What’s the LifeTime Value (LTV) of your customer?
One of the essential questions we ask is: what is the LTV of your average customer?
How to calculate this is not so hard. You take your (average revenue per job) X (gross margin) and also take into account the number of times a customer uses you over a period of, say, 10 years.
From there, once I understood the numbers, I created hyper targeted ad campaigns based on the specific numbers we needed to be met. After 30 days, the client reported us everything was working and they were landing big deals once a week. From there, we got the green light and started to scale the ads.
We knew we had multiple winners on ads manager. On the ad set level I would scale multiple different ad sets. We increased ad spend every 15 days. The creatives consisted of video walkthroughs of services and client testimonials. And in less than 3 years, we went from 100K annual revenue to $800,000.