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Marketing 360® Blog

Case Study: Locksmith Finds the Keys to High Conversion Rates

Post By Scott Yoder | Case Studies | Local Advertising

This Florida locksmith shows how focusing on a call to action leads to superior conversion rates.

When you’re marketing a locksmith business, you should have strong conversion rates.  If you’re converting at anything less than 5%, something is seriously wrong.

The reason is that a fairly high percentage of leads have an immediate, burning need.  If you’re locked out of your business, home, or vehicle, you want a locksmith right away.  When you find someone who looks good, you’re going to call.

Marketing 360® has a locksmith client who has everything in place.  Their search marketing conversion rates show that nearly a third of people who arrive on their website convert (data last 3 months):

marketing data headerlocksmith conversion data

Usually, we start by commenting on a search result’s connection to strong website content.  However, this locksmith is correctly using a tactic that makes visiting the website unnecessary.

Because of the immediate need of many locksmithing leads, call-only campaigns are the most effective.  Call-only campaigns run only on mobile phones and the conversion is a click-to-call.

Imagine you’re locked out of your car and you break out your phone to search for a locksmith.  In this business’ area, here is what you’d see:

mobile serp

What are you going to do?  Click through to two or three websites, or just click to call a business that makes it clear that they’re open and ready to help?

This is one of those situations where call-only ads are highly effective.

This business is also a great example of what Natural Listing Ads® are as an SEO program.

Here is their organic listing:

locksmith seo listing

Again, we’re focusing on getting the phone call, including the number right in the ad.

A lot of this traffic does go to the website, where (you guessed it!) the main calls to action are phone calls.

locksmith homepage

This is a business that knows what it wants visitors to do when they see its advertising content.  Conversions rates higher than 30% show how well it’s working.