Being found on Google when a local consumer needs to hire an electrician can keep your phone ringing off the hook and inbound leads flowing through your website and into your CRM. A large pipeline of leads is necessary to keep a fully booked calendar. Availability on your calendar equates to missed revenue opportunities for your electrical contracting business.
As a small business owner, you have access to several Google tools that can help your electrician marketing effort attract more website traffic, leads, and customers, and do so at a lower cost-per-action.
Google looks to provide its users with the best possible information, while also helping small business owners connect with those who are seeking products and services on their search engine. Let’s look at some Google tools your electrical contracting marketing campaign can leverage to attract more business and service calls
1. Google My Business
Your electrical contracting company’s Google My Business profile is responsible for getting you found in the Maps section of the search results. This is the most prominent organic positioning for a local business, as it contains the most information about the options available to a consumer regarding the local service they are looking for.
Be sure to claim your GMB listing and complete it fully, being sure to include contact information for your business, your hours of operation, images of your office, vehicles, staff, on-the-job photos, and a description that is optimized specifically for your location.
The information found within your verified Google My Business listing is what Google’s local search algorithm taps into when rendering its results for the Maps section. It’s important to include all of the information it asks for – it’s all relevant and used to determine what keywords your business shows up for and in what position your electrical company is listed on the map.
Reviews also play a hand in not only helping you attract more electrician leads and customers by ranking higher in the results but they also convert more of those inbound inquiries into booked service calls. Consumers want to feel confident about the business they are hiring.
Having a high number of quality reviews builds instant trust. Be sure to ask previous customers to leave your business a review and make it a point to make the review-ask part of your service call wrap. The more reviews you can attract, the better your visibility will be in the Maps results and the more phone calls, inbound inquiries, and business you will attract.
2. Google Ads
Attracting customers through your GMB profile is great, and even if your electrical contracting business is being shown at the top of the Maps results you still want to run a pay-per-click campaign to pull the attention from the very top of Google’s search results.
The Maps are the first organic search results shown, but there are still paid ads above them. It’s a good idea to be found on the paid advertisements for both your main keyword and location as well as your company name.
You might be wondering why you would want to spend money for clicks even if you have top organic exposure. This is for a couple of reasons.
First, some consumers don’t know the difference between Google Ads and organic results. They assume the top result is the best and that’s where their attention is drawn to. So, being at the top of the Google Ads results will help you attract clicks from those consumers that assume “top is the best option” and click blindly.
Second, many competing electricians might bid for your company’s name as a keyword if you don’t have a presence in the paid ads. This allows them to essentially steal customers that are specifically looking for your electrical contracting company.
Bidding on the business names of companies not actively running ads is typically lucrative, as there is no competition so the clicks are low-cast and the traffic converts well due to the search intent. PPC ads for an electrician helps to keep inbound inquiries in the pipeline, leading to more service call bookings.
3. Google Analytics
Knowing what potential customers do while visiting your website can help you provide a better user experience and also convert a much higher percentage of your traffic into leads and appointment bookings.
Installing Google Analytics on your electrician website will provide insight and information regarding:
- How much traffic volume your website receives daily, allowing you to zoom in and out for any specific period of time you desire. This helps to determine if your online marketing efforts are contributing to a steady increase in visitors month after month.
- Where your visitors are coming from based on the referral source. Are they coming from organic search, Google Ads, social media, your Google My Business profile, or another origin source?
- What pages visitors engage with and what your traffic flow looks like for the conversion goals you have set up within Google Analytics, such as contact form submissions or newsletter subscriptions.
- How long visitors spend on your website.
- The geographical location of your visitors. This can help to ensure that your local SEO effort is targeting the correct keywords and search phrases to attract consumers from your area.
Installing Google Analytics is simple. It’s a string of code that your developer can place on your website or you can use a plugin to pass the code if you are using WordPress. If you have any questions regarding the installation of Google Analytics we can help you as well.
4. Google Search Console
SEO is such an important component of online marketing, helping your business be found when consumers are searching for an electrician to hire. Google Search Console is one of the best tools for website owners, giving you data and insights on your search performance directly from the source – Google.
There is an endless number of tools and software from third-party providers, but the data and information they provide are merely estimates. If you want to improve your ranking on Google and attract more traffic don’t you think using recommendations and suggestions from Google itself would be the best option?
The information accessible to you via Google Search Console includes:
- Information related to broken webpages, 404 errors, crawling, and indexing issues. These technical warnings allow you to address the problems quickly before they have a negative impact on your electrician SEO.
- Data that shows how many impressions your website received in the search results, day-by-day, along with what terms triggered you to appear and in what position you were shown.
- How many clicks your website received in the organic results, and the overall click-through rate for each term. This data can help shape your electrician search engine optimization strategy, helping you to identify the best keywords to rank for and what pages on your website to optimize for each.
To register your website, you will need to sign in through your domain provider or install a string of javascript in your website’s code. The information available may be a little overwhelming at first, which is why many electricians partner with an agency to handle their entire online marketing campaign. This approach allows you to focus 100 percent of your energy on serving your customers and growing your business.
Final Thoughts
An electrician marketing campaign, just like any small business online marketing effort, can benefit greatly by using the tools and resources that Google provides. The list above is just some of the more common tools and services that can be used to help make your business run more efficiently and attract more attention in the search results.
When a consumer needs to hire an electrician to install fixtures, rewire a home, or service a faulty electrical connection they turn to Google. If you are not found when they perform that initial search you are losing a potential customer to the competition.
If you are interested in learning more about our online marketing services for electricians, please contact us to set up a time to speak. We can help your business leverage Google search as well as several additional online marketing strategies to help keep your appointment book filled with electrical service calls and job orders. Additionally, if you have any questions about the Google tools mentioned above we will be more than happy to help you understand how each can benefit your business tremendously.
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