Website Conversion Rate From 0.16% to 10.39%: Turning Visits Into Calls
Thirty years of reputation, 294 five-star reviews and a perfect Yelp rating, and almost nobody calling from the website. The site needed to prove what the reviews already said.
website conversion rate (first campaign)
calls and forms per month (first campaign)
Google position within six months
The challenge
The site wasn't optimized, showed none of the company's reviews, and had little useful content. Visitors arrived and left without calling. Competition in Seattle was heavy.
What we did
- Improved load speed and response time, removed broken links and reorganized site structure
- Put the best testimonials on the home page and linked to the Google, Yelp and business listings
- Published new, keyword-focused content with optimized photos at least weekly
- Built backlinks with related home-improvement and environmental sites
- Created local pages and tracked calls and form conversions
The results
In the first campaign (November 2019 to June 2020), calls and form submissions went from 1 a month to 110, and the conversion rate from 0.16% to 10.39%. Within six months the site ranked between 4th and 6th on Google's first page. In a second campaign (October 2021 to May 2022), calls and forms rose from 43 to 95 a month and conversion rate from 5.92% to 8.73%. Organic traffic grew from 165 to 554 a month overall.
What this means for a plumbing shop
More traffic is only half of it. A plumbing site has seconds to convince someone with an urgent problem, so the phone number, the reviews and a clear "we can be there today" message have to be the first things they see. A site that converts at 10% needs a tenth of the traffic of one that converts at 1%.
About this case study. This client is a junk removal and recycling business, not a plumbing company. The work was done by Logic Inbound, part of the same company as Plumbing Inbound. Figures come from the original write-up: read the original case study.
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