How To Get Locksmith Leads in 2020
Locksmiths often search for leads online, but the best way to secure quality leads is through a complete online presence. Yes, locksmiths can purchase leads from a lead broker, but those leads are not the best available on the web. Instead, the best leads are awarded to contractors or companies that appear on Google search in the Local Map Pack or in organic search results. There are multiple areas on a search engine results page (SERP) from where leads originate.
Local Map Pack
Perhaps the most effective lead-gen spot for locksmiths is the local map pack. It is a group of 3 business listings that appear on SERPs for specific keywords. For example, when someone searches for a locksmith near me on Google, 3 business will appear in the map pack. The listings shown will vary by the searcher’s location, but generally speaking, the locksmiths with the best reviews and strongest Google My Business profile appear at the top and earn the most clicks.
The list of 10 web pages on a Google SERP is known as traditional organic results. They appear beneath the map pack as well as PPC ads, but still, earn a large percentage of user clicks. The reason why people still scroll down to organic results is that they can find out more information through the site’s title tag and meta description. An additional factor is the typical Google user’s distrust of paid advertising. They find organic results more reliable, overall.
Locksmiths can appear above organic results and even map results with featured snippets. A featured snippet is earned through quality content published on your company website. The content should answer a frequently asked question by consumers in your industry. For example, something like; are locksmiths 24/7? would be the header, and the body content would answer that question in the subsequent text. Most featured snippets are between 40-50 words.
Locksmith Lead Generation
Pay Per Sale Locksmith
You can invest in a pay per sale (PPS), pay per call (PPCall), or pay per lead (PPL) arrangement which means you only pay when your company receives a lead or closes a sale. These agreements have mixed results. Some find them helpful, while others complain about the quality of leads. There aren’t that many services out there who provide PPS. PPL and PPCall are more common.
Investing in ads is a chance for locksmiths to generate leads online. You can use Google Ads (formerly AdWords), Facebook Ads, or YouTube Ads. Each has its pros and cons for service industries. Locksmiths are often solicited on-demand, which makes Google Ads very intriguing. A consumer who is going to take action immediately is more likely to search Google than to wait to see an ad on Facebook or YouTube. Keep in mind, however, that many users still skip over PPC ads and move to the highest ranking organic results.
Locksmith Advertising Ideas
Running ads can be a creative process. The best ads create a sense of urgency for the user. They also convert them at a high rate. Creating urgency stems from incentivizing the consumer to take action. You might run a limited-time offer that urges the user to act now. As for conversion, a high-quality landing page helps the most. When the user reaches the page, they should have a clear path towards taking action and a convenient way of contacting your service quickly.
Locksmith Lead Broker
When you buy leads from a broker, they are often shared leads. This means that at least one other locksmith is given the same lead. Therefore, customers are less focused on your business and more focused on simply finding a locksmith. Another problem with broker leads is that they provide zero brand development or longevity for your business. Instead, they feed the more powerful broker, while your business wallows in relative anonymity.
SEO for Locksmith
The very best leads come from Google SERPs. The best way to optimize your business for SERPs is through search engine optimization (SEO). Everything discussed previously can be optimized with locksmith SEO. From the local map pack to featured snippets, the potential of SEO is great for your business. The best part is its longevity which makes its potential ROI much more appealing than other strategies.
Best Locksmith Websites
SEO works best when you have a high-quality website. The best locksmith websites are easily accessible through mobile and include a call to action (CTA). You should have your company name, address, and phone number displayed prominently throughout the website. Typically, your address will be in the footer, while your company name and phone number will be dispersed throughout several areas of the site, most notably; your homepage header.
Frequently Asked Questions
The most effective way to generate locksmith leads is through digital marketing efforts like search engine optimization. When you appear on Google search results for relevant keyword terms, users can click-through to your website and contact you for services. When you ensure your online reputation is positive, users who find you are more likely to become a legitimate lead.
Exclusive locksmith leads refer to those that are generated exclusively for your locksmith business rather than for a pool of several locksmiths who then have to compete for the sale. Leads originating from SEO efforts are exclusive because they are attracting users to your company website, rather than a 3rd party entity that will then control the subsequent process.
To get started with online promotion you will need a registered domain name, a website, and a Google My Business listing. Hosting and registration for your domain will cost you a fee, but Google My Business listings are free to claim. Once you’ve established these three entities on the web, you can begin to optimize for lead generation.
What Does Serpmatic Know?
Serpmatic provides digital marketing resources for small business owners. Our goal is to help you optimize your website and generate quality leads online. In our experience, SEO is the best way to generate leads. That does not mean you cannot generate leads using other marketing strategies. Advertising has been proven to work when properly implemented, but it does end up costing quite a bit of money to maintain. Every business owner should do what works best for them. Sometimes it helps to review all potential strategies prior to making a final decision.