Are you generating quality business leads from your website? Is your site optimized to drive enough traffic that will convert into new sales? Optimizing your website to generate leads and sales is a must in today’s busy online world. We are well passed the days of putting up a “click here” button on your homepage and having the leads pour in.

Instead, your business needs to take a more crucial approach. In this post, I am going to cover a few key important reasons why you need to have your website fully optimized.

To keep things simple, we are going to use roofing as our example for searches in Brantford dealing with the trade industry.

Here’s what we strongly believe:

People are searching for your service on Google right now.  You want to be one of the top 3 listings.

Most companies in the trades seem to be still focused on Yellow Pages, which means there is not a lot of competition when it comes to fighting your way to the top.

If you look at the image below, a few things are glaringly obvious.


Google refers to these as AdWords. At one time, AdWords were a great way to advertise. They made sure your company would get seen and everyone made money.
However, like most sales techniques, there was overkill. AdWords were overused and lost our trust. (Thanks, marketers, for destroying this, too).

AdWords are still used today by many companies, but it has become very costly to get good, solid leads from them. Remember, you pay when people click on your ad … and not when you sell your service. The average cost for “Brantford Roofing Companies” is $12.97 per click. That can add up very, very quickly.

Lastly, only 10% of all searchers click on the paid ads. What that translates to, in this case, is: “Brantford Roofing Companies” had exactly 190 searches last month. That means that 19 of those searchers clicked on one of the 11 ads that showed up. Which means if you are one of the 11 advertisers using the words “Brantford Roofing Companies,” on average you would get 1.72 clicks per month.


Organic listings are what show up directly below the paid ads when you search on
Google. If we look again at “Brantford Roofing Companies,” you will see that Yellow Pages and BBB come up 1 and 2 on the list. Google does not like sending a searcher from their directory into another directory. Their only goal is to give you the answer you’re looking for. Directories only show up in the top 3 listings when no other websites meet Google’s algorithm requirements.

In the example above, you will also see that almost 50% of the 190 searchers were clicking to go to another directory. This means that you now need to be listed in Yellow Pages or BBB to be found. Does that make sense to you? We didn’t think so. Is there an easier way? Yes there is.

When you properly optimize your website, you really do help Google move your
company and website closer to the top 3 listings. Again, this really is what your goal should be.

The breakdown is as follows:
#1 Spot – 31%
#2 Spot – 14%
#3 Spot – 10%

This means that 55% of all searchers click on the first 3 listings. This also means that only 45% of clicks are shared by every other listing served up. The further down the list you go, the worse it becomes. Oh, and if you are on Page 2, you might want to pack your parka because you’ll be in Siberia!

Like I said before, don’t take our word for it. Moz, one the largest SEO software companies in North America, has been studying search and sharing their findings since 2004. If you are not following them, I suggest you start.

The image above clearly shows the difference in click-throughs between the top 3 and everyone else. And don’t think this idea is new. Remember when everyone used the Yellow Pages to find a service. You would open up and find AAA Roofing as the first ad you would see. Why was the business called AAA + Service? It’s referred to as The Alphabet Advantage. It means, in a nutshell, if a person saw your ad first when searching the Yellow Pages, they were more likely to call you. Not because you were better than the rest, necessarily, but because it really was easier to call you than to keep looking.

This Alphabet Advantage spawned an epidemic of companies trying to take advantage of this loophole. Some of my favourites are A. Smith Plumbing Co., A Taxi Company and Aacme Drywall. Incidentally, Aacme Drywall claimed to take its name from the owner’s great grandmother, Zelda Aacmegiansta. Eventually, to stem the tide, Yellow Pages required companies to show their business licence to ensure it matched their Yellow Pages’ business name.

Even with the internet, we haven’t really changed. We still want answers faster than ever. But today we place our trust in Google, instead of the Yellow Pages. The Alphabetic Advantage has evolved. We no longer call AAA Roofing. Now we call whoever Google (puts on top) wants us to call.

They have the ultimate power but, fortunately for us, search engine optimization is the modern-day equivalent of the Alphabetic Advantage.

The example we’ve used today was “Brantford Roofing Companies.” It’s common knowledge that, in the trades, you sometimes have to go out of town to get more business. In the example above, you will see that if you’re willing to drive to Kitchener, and have your website optimized, you can also benefit from 730 monthly searches for “Kitchener Roofing Companies.” And that’s just one city 30 minutes from Brantford. Imagine if you throw in Cambridge, Hamilton, Simcoe, Waterloo and Woodstock – your searchers would be in the thousands instead of the hundreds.

Fortunately, no matter what trade service you are in, there are people looking for your help today. If you are willing to spend just half an hour going out of town, there are a lot of people who are actively looking for your service.

Unfortunately, if your website is not properly optimized for what people are searching for, then Google cannot put you in the top 3 listings. And that means your competitors are taking both your customers and your profits.

It’s not easy, but if you set your mind to it you can properly optimize your own website… at least the first layer of optimization. If you are wondering how you can optimize your site so that you can start showing up when people in multiple cities are searching for your service, just give us a call. We’d love to help.