This garage door repair service shows how getting excellent ROI on marketing doesn’t have to be complicated.
Many business owners complain about how digital marketing is difficult. It’s complicated…everything changes too fast.
They miss the yellow pages.
But missing those days won’t bring them back. People would rather ask their phones to find them a service than thumb through a fat paper book.
If you feel this way, it might relieve you to know that online marketing and lead generation doesn’t have to be complicated. In fact, for many local service providers, it’s become fairly straightforward.
This case study for a garage door repair service is a good example. They’re not doing anything fancy. Their leads come from SEO, paid search advertising, and local brand recognition. Their website is professional but not overdone; the clean, simple design converts at 15.04% overall.
They do what needs to be done to get major market share in their area. Here’s a breakdown.
The Power of a Simple Website Design
Today, many business websites have a problem. For most, it’s not that they’re too old or outdated. Instead, it’s that their content, design and branding are so overdone they overshadow the message they’re trying to convey. The website looks like something out of a Super Bowl commercial, but visitors can’t figure out what the business does, where they are, or why they should care.
This garage door service website design isn’t going to end up on a list of the coolest websites of the year. It looks nice, but it’s largely utilitarian.
But it’s a tool that’s good at doing its job: converting visitors into leads. Here’s the homepage above the fold:
- They say what they do and where they do it
- They have a headline with a basic value proposition
- They have 4 places where visitors can convert (phone number, schedule consultation, free estimate, and appointment times).
The image? A nice looking garage door, put into the background so it doesn’t take over.
Below the fold, they detail their services and value proposition:
Visitors know what they do and that they do quality work at the lowest prices. This gives people an excellent reason to request an estimate.
Nothing fancy. Just what’s needed to get high conversion rates.
Here’s their conversion data for the last 90 days:
How are they getting over 20% conversions through organic? They rank highly for the keywords you’d expect people to use when looking for their services:
For paid search, the best performing ad converts at 24.32%:
While they get some traffic from social media referrals, the majority of their brand conversions (72 out of 92) just come from people typing in their website address. This is a sign that all their marketing is working to get their name out there.
And last but not least, they have strong review content that re-enforces their value proposition (4.9-star rating on Facebook, 5-star rating on Yelp).
It’s hard to create marketing content that’s any more effective than this:
The only thing they could do better is take some of this strong review content and put it as testimonials on their website.
We’re not saying this is easy. Getting high rankings, developing convincing ad copy, refining a website design, and earning positive reviews is all hard work.
But with all this in place, the results come naturally. That results in a profitable business, which is more beautiful than the most complicated marketing campaign ever created.