Build A Web Funnel To Drive Conversions
Here on shopVOX, we’re going to be spending more time on marketing in the upcoming year.
When we talk about marketing for the modern-day sign shop - the ways in which you are going to generate most of your leads - it starts with your website, a really intense one.
What do we mean by “intense”?
We’re talking about websites that are built for modern smartphones and other smart devices, websites that really make your business appear to pop.
You could get away with a simple five-to-ten-page website a decade ago, but times have changed, and the Internet has gotten more complex.
Your customers want to be able to get all your business information in the palms of their hands rather than using any of the old ways of finding out about you, such as through billboards.
How do you intensify the quality of your website? We’ll give you some tips below.
Bringing Your Website into the Modern Age
If you have a small website that we would consider “basic” and maybe a little old-fashioned, take this as your first step in building your sign shop’s web funnel for conversions: you need more pages on your website.
As is standard across the SEO industry, you should have a page for every service, and each service page should be optimized for SEO keywords with respectable monthly search volumes.
These SEO keywords are meant to link your content pages to the questions that people search on Google. This way, when people who are interested in channel letters, for instance, search questions related to that product, your blog posts or service pages have a good chance of appearing.
And when your website’s pages appear on Google searches, you are building your organic audience.
Each content page should also have a clickable call to action, a big, noticeable button that encourages people to do something such as fill out a form or make a call.
By getting your pages to appear in search and getting organic visitors to click around your page, you are building what is called domain authority. Think of it as a trust signal for your overall website that tells Google you have good content worth showing to people.
Building Sales Funnels with Your Website
Once your website is optimized, it’s time to move on to funnels.
The first step in building your sign shop’s online sales funnel is simply to start thinking about your website as a sales tool. This is how people shop and browse for goods and services today, and if you aren’t using your website to its fullest potential, you’re missing out on lots of opportunities.
In the sign industry, building a funnel using conditional logic can be quite complex, but let’s think about it as just a question-and-answer logic form.
You ask some vague questions at the top of the form and get more specific toward the bottom. Based on your leads’ interactions with the form, your website can provide results to them that will allow them to enter your sales funnel with more information on what they actually need from you.
Which Questions Are Best for Your Conditional Logic Form?
If you’re a sign shop that offers many types of products, then the questions have to get pretty granular to capture the data you want.
Here are some examples of questions to which you might need the answers:
Is this sign order for personal or business use?
Is this an interior sign, exterior sign, trade-show sign, etc?
Is this sign illuminated or not?
If it’s illuminated, are you interested in channel letters, illuminated three-dimensional letters, lightboxes, sign cabinets, awnings, etc?
What color should your sign be?
What size dimensions should your sign be?
Because this form is built using conditional logic, each new set of questions will open up based on which answers the user selects.
Once a user has gone through the whole form, you have the option of doing one of two things.
You can have an option for the user to request a quote (or provide an instant quote), or to book an appointment to discuss the project.
These form options are essentially the first interaction your business will have with your customers, so it’s an opportunity you shouldn’t pass up.
What to Do After Funnel Quotes
If you’ve been at the funnel game for a bit and have accumulated some new lead contacts and generated some quotes, you’ll now need something to do with all that information.
You can do a few things to connect your form results with your POS system. You can take the scheduled appointment and integrate it right into your calendar. You can orchestrate automated SMS messages or emails.
You can get into more automated processes depending on the tool you’re using, so this is definitely something you’ll want to look into as you prepare for your funnel.
A Final Website Tip
As a final pointer on your website’s design, think seriously about your calls to action.
What are your calls to action? What are you providing to your customers that will make them want to click on a button or ad? Are you giving them something in return? Is it an ebook, a spreadsheet, a link to schedule a call, appointment, or repair?
Additionally, you may want to develop pieces of your overall funnel for specific products you offer. A funnel designed for a vehicle wrap won’t be the same as for vinyl signs. These smaller forms can take customers to prices for their jobs or to places where they can schedule appointments.
You really have a ton of options.
Let shopVOX Help Your Sign Shop’s Expansion This Year
Building up your website and establishing targeted funnels for customers is a vital exercise that can take up a lot of your time. If there’s anything that can alleviate some of that stress in the meantime, it’s the shopVOX print shop software.
It manages everything you’ve got going on in your business so you can think less about daily processes and more about growing your shop this year.
Contact us to learn more about how we can help.