How to Build a High-Converting, AI-Ready Carpet Cleaner Website (Proven Strategies)

Focus on authenticity, professional imagery, compelling founder story, and risk-reversal guarantees. Integrate AI-powered tools for chat, personalize user journeys, and continuously add testimonials and fresh content.

00:00:00 – 00:00:18
[Applause] Whoa, well, well. I’m glad we’re all excited. Welcome back for this talk. As I like to say, um John Campbell, Dr. John Campbell, if you don’t follow him on YouTube, kind of funny guy. Um anyways, we’re we’re welcome back for today’s talk. We got a lot of stuff to cover.

00:00:18 – 00:01:20
I hope you’re finding value in these master classes. Like we’ve done them for gosh, four, five years now. And things change like like I mean we have topics that come up in rotation as as you probably have noticed like you know every year and a bit we’re back to the same topic again but the content and the recommendations is different because this crazy world of marketing digital marketing um psychology of marketing never changes but the crazy crazy world of where why and how to market how to get the best results that does change. Why why does that change? Because people’s eyeballs move with the times, right? So, and these times they are changing right now. And we are in a point, an inflection point in human civilization. Whether you realize it, a lot of people are feeling it. Um, some people go, “Ah, it’s like Y 2K. It’s not real.” Um, I don’t know where you fit in that camp. It’s real.

00:01:22 – 00:01:46
Trust me. I like I run a podcast every single week as well. called the AI Marketing Experts podcast on Fridays. Um, go look it up. We’ve got replays on our carpet cleaner marketing masters YouTube channel, but you can also go to that channel with four other really bright um, digital marketing agency owners, business owners, um, who are all in this AI world with me, been invested in it for two and a half years, three years, like deep in the trenches, um, and even more so.

00:01:46 – 00:02:11
And we are this thing that we’ve created. This genie we’ve let out of the bottle is changing the entire world around us. And as humans, we’re not really used to things that go um exponential. We’re used to nice linear growth where, you know, things take 5, 10, 20 years to develop. You know, hey, what about that graphine thing that was supposed to take over the world? What about this? Yeah.

00:02:11 – 00:03:13
quietly in the background doing amazing things but didn’t have the big breakout that everybody talks about right so um AI is having the big breakout but quiet in the background it is doing amazing advanced stuff and the next iteration nobody knows including Google so what we’re going to be talking about today is one of the topics that is really really important is is about your website it’s it’s like what’s it there for how do how do you use it how do you convert more people Like we all want we all want more customers that we can turn into long-term clients. We want the best customers. We don’t want to be chasing the three rooms in a hall for $99 and somebody comes into your market and says, “Hey, let’s do three rooms in a hall for $89 or let’s do three rooms in a hall for $79.” And next thing you know, you know, it’s a race to the bottom. And none of those guys even know that that causes rusty vans and people not to be able to make rent and mortgages, not be able to grow the business, not be able to hire good technicians, all of that kind of stuff. And the very best businesses in our industry, I talked to all of them. I

00:03:15 – 00:03:32
talked to a lot of them. I probably haven’t met all of them yet, but the very best businesses in our our industry that have been in business, you know, anywhere from 5 years to 25 years, 30 years, the ones that are have been out of the truck after the first year or two, three, um, have grown massive companies. Just talk to a fellow.

00:03:32 – 00:03:52
Hey, Robert, if you’re on the call, um, remember we want you on the podcast. Um, but I talked to a good fellow there last last week, uh, who in a town of under 500,000 people runs a I think what did I get right, Robert? 7 million67 million cleaning empire, right? Um, how did this happen? Well, there there’s no magic.

00:03:55 – 00:04:13
There’s no mystery. You are the marketer of cleaning services first, everything else second. You have to have a marketer’s mindset. you’re in business to grow, stabilize, build something that you can sell, that you can semi-retire or fully retire from and still earn an income, whatever your goal is.

00:04:13 – 00:04:29
And to do that, you have to stand out in a very, very noisy marketplace. This isn’t word of mouth. Like, put put that away. This isn’t chasing leads. Put that away. You’re going to see that I deliberately tried my very best to make sure that none of the slides have the word lead on it.

00:04:29 – 00:04:51
That you’re you’re not in the lead chasing business. You will go broke if you’re in the lead chasing business. I have seen carpet cleaning companies and small businesses, service businesses, homebased businesses, whatever. Um, I’ve seen them get as high as 20 and $30,000 a month on a new leads tactic, a new advertising channel.

00:04:51 – 00:05:06
Think Facebook four or five years ago who are now broke because they didn’t ever build a business. They thought the business they were in was chasing leads and then going out and doing cleaning or hiring technicians to do cleaning and this is just easy. I just need to chase leads. And to do that, they had to discount their prices.

00:05:06 – 00:05:22
Like Groupon, I watched how many businesses go broke um using Groupon, right? Because it got them too much work and they went broke because that wasn’t the quality work that people weren’t going to come back again. You didn’t build a business. You didn’t build a legacy. You didn’t build lifetime value clients.

00:05:22 – 00:05:51
You didn’t have an average job that’s five, six, seven, $800. Your average job is 200 bucks, 220, 180. You cannot build a long-term business on that. You cannot get out of the truck on that very easily at all. Right? What you need to be doing is finding the very best people that have money, not the middle class and lower that are running out of money that are watching, you know, interest rates and inflation eat everything up.

00:05:51 – 00:06:17
You know, all of the discretionary income up. Their wages are not increasing as fast as costs of stuff are increasing. You need to be targeting the wealthy people, upper middle class and upper class, golf course road, 3, four, 5,000 foot homes or whatever that looks like in your area. condos full of, you know, that 55 to 65 crowd that empty nesters that are living in nice places, right? Targeting those people that they’re because they got wealthier.

00:06:17 – 00:06:32
The stock market’s at an all-time high. Crypto’s at an all-time high. Um, like we get our little fluctuations, but the the people with money are making money handoverfist right now. So, and they have been for a while. And they would be the ones left with money for our home services properly.

00:06:32 – 00:06:46
And you need to know how to target those people and what they look for and how they think. Right? So, my little rant, get off my podium for today. We’ll talk I’ll talk all about this, but I just wanted to let you know where we’re heading with this conversation. Welcome to the Carpet Cleaner Success Podcast.

00:06:46 – 00:07:09
A show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business. Your host, John Clintenning, has built and sold successful cleaning businesses for multiple six figures over his 30-year career and is the founder of Carpet Cleaner Marketing Masters, a digital agency that turns your online marketing into a lead generation machine.

00:07:09 – 00:07:46
Tune in as John shares proven tips, strategies, and expert interviews to help fasttrack your success in the carpet cleaning industry. [Music] So here I am top corner. We are going to be talking about perfect websites that sell more proven conversion and AI ready strategies. AI ready strategies. What does that even mean? Like why do we need to be AI ready? What does AI ready do? So we’ll talk about this kind of stuff because it’s it’s it’s it’s getting interesting but scary.

00:07:46 – 00:08:04
So, turn your cell phones off, turn Facebook off, and Tik Tok and all that stuff. If you’re in a cleaning or home service business owner, and you’re serious about getting results from your marketing budget, then the next 60 to 75 minutes is going to be one of those moments that you need to lean in. You need to take notes.

00:08:04 – 00:08:32
You need to think about, you need to ponder this evening. You know, you you need to plan what are you doing? You are the strategist of your company. How are you going to do this better than your competitors? How are you going to stand out instead of, you know, in a very very noisy marketplace because cleaning services, carpet cleaning, easy easy barrier of entry, so a lot of competitors and and a lot of sort of mixed message marketing going on and stuff like that.

00:08:32 – 00:08:49
We’re going to make sure that you understand how to tie it all together. Our approach at the agency that we run, Carpet Cleaner Marketing Masters, um, is integrative omniresence marketing. It’s the only way to market a business is you integrate everything together. Everything you do affects everything else.

00:08:49 – 00:09:00
You watch these numbers, but it also lifts this like rising tide lifts all ships. So, we’re going to we’re going to deal with that. So, what are we going to how are we going to talk about this today? How are we going to deal with this subject? Well, the new role of your website in the AI age.

00:09:00 – 00:10:02
Going to give you some shockingly disturbing stats. The new role of your website in the AI age. If you’ve got a marketing vendor, take notes like crazy. you are going to grill the crap out of them um the next time you talk to them. If you don’t have a marketing vendor helping you with your website, tying it together to your social media, tying it together your Google maps, tying it together to your online and offline marketing, um tying it together to your lead nurture process and and and and your client retention and your scripting and and your speed to lead and all of those things. If you don’t have somebody doing all of those in a very thoughtful, integrated way, you’re going to be left behind. And I I don’t know how else to say that. You’re you’re running a bit of a hobby business. And you might have gotten lucky for a while, but I think you can start feeling the edges shrinking, the things falling off. You understand there’s a lot more you need to do in a lot of cases. Maybe not you, Robert, if you’re on the call. You got a lot of things on the go that are really good. And we had an amazing conversation because of that because you’re a

00:10:03 – 00:10:18
marketer first. So, how you think about every aspect of your business, how does that look to the public? How is that converting more people to using us for more money than the competitors? How do we get this person back more often? And and and how do we hire the best technicians? All of it’s marketing related.

00:10:18 – 00:10:39
So, u we’re going to be talking about um conversion science, doubling inquiries without doubling traffic. How do you get more people to reach out to you in the exact same spend you have right now? We’ll talk about why that’s important. And in fact, that’s critical. Um, we’re going to um talk about building trust that both AI and humans can see.

00:10:41 – 00:10:58
AI is watching you. So, you got to feed it the right stuff, right? AI versus humans. What really converts? So, we got a lot of really, really deep stuff to get into. So, who am I? Why do you even care if you’re new to this? Um, so I’ve been in the industry for over 30 years. Started as a snot-nosed kid.

00:10:58 – 00:11:59
Shy, didn’t know what I was doing. grew multi multi-million dollar businesses starting in a town of 30,000 people. So, um right this can be done. I was doing $10,000 a month in carpet cleaning sales by my first full year in business in 1995 into 1996 because I didn’t know what I was doing. I realized it wasn’t going to just come out of the out of out of the woodwork and I put in the right systems in place and learn started learning new things just a kid didn’t know learned some things tried it out learned some things tried it out this wasn’t about running writing better ads so anybody knows the story um there there is an actual design and a process to this by 2007 I’d already spoken on a few stages still running my businesses started teaching this right so started consulting while running my business and helped other cleaners in our niche stabilize and grow to seven figures or high six figures

00:12:01 – 00:13:02
wherever they wanted to go and simplify the business a lot more understand all the little moving parts and simplify that right so I’ve lectured on this I’ve talked on this I’ve been flown around the world I’ve written scripts and neural linguistic programming stuff I had to learn to be a carpet cleaner and and and convert more people and solve problems I I also got hired to do chamber Chamber of Commerce locally, Island of Samoa for 3-day elite retreats and and Chilowak BCs and around and Vegas and Orlando and around the world and stuff like that. I wrote the book on it as you can see. You can get on Amazon and stuff like that. And then I’ve sold all my businesses to go all in on this. So, um 2019, end of 2019, I kind of formalized carpet cleaner marketing masters from a bunch of different digital marketing I was doing for chamber members and friends and and different things like that. Um and then I in the middle of COVID finally sold the last of my businesses um cleaning service businesses and uh and we built we’ve continuously growing continuously building the team out continuously doing

00:13:05 – 00:13:30
best-in-class marketing for the cleaning industry. So that’s what we do. Little bit um about that as well. I’ve obviously become a voice of Clean Facts magazine. Was the guy that subscribed to it for decades now on the front cover, stuff like that. Work with Jeff Cross on um every single month you’ll see me on Take Five or Ask the Expert or any of the behind-the-scenes stuff, articles written in Clefax, all that kind of thing.

00:13:30 – 00:13:50
Um speak on stages with some of the big heavy hitters that we all know and that kind of thing. More importantly, we also help our clients with all the stuff I’m going to be teaching you here. We help our clients know what their role is, what our role is, or your marketing company because we want you to grow like crazy and we want you to stabilize your business.

00:13:50 – 00:14:07
Let’s show Kevin. There’s Kevin’s face. I was in the way of Kevin. Anyways, um we want to stabilize business because business is changing and there’s huge threats out there. Remember the SWAT analysis. If you’re running a business, you might have had a consultant at some point. You if not, you still at least be doing this.

00:14:07 – 00:14:28
Strength, weaknesses, opportunity, and threats every quarter. What are your what are the strengths, weaknesses, opportunity, and threats in all areas of your business? Sit down, think it out, plan it out, right? Solve those problems because what we like to do is make our clients the top brand. Brand’s going to become a very important word throughout the rest of this and the rest of your business career.

00:14:28 – 00:14:43
Brand has changes everything and it’s even more important today than it’s ever been before. But the top brand in the local marketplace so you attract the very best clients because they got money. You can shop to charge the top rates because they got money and you’re booked out weeks in advance because they don’t care.

00:14:43 – 00:14:59
They got money. You’re going to show up, right? There’s some marketing you can do from the moment somebody books to the moment you show up. Shouldn’t be this afternoon. Shouldn’t be tomorrow. You shouldn’t like not necessarily have openings like that. Unless maybe you’re running 10, 11 vans on the road and you got two guys in a van together and one of them can peel off and do a job.

00:14:59 – 00:15:20
You know, again, in an ideal world that maybe. But if you’ve got 1 2 3 four vans on the road, you’re probably booking out a week, 3 4 days to a week, you want to be. And your best clients are going, “That’s fine. Yep, I understand that. I don’t need you in an emergency.” You’ve got emergency spots in the evening and you charge an extra 20 30%.

00:15:20 – 00:15:38
You give all of that to the technician um as a you know, after hours fee so he’s willing to do it, right? You know, the customer has a 20% search charge and that goes fully to the technician, right? something like that on top of whatever their commission or hourly plus commission, however you pay them, they should be getting a bonus, not just a fraction of the bonus.

00:15:41 – 00:15:55
I gave the guys the whole thing, right? I didn’t need I didn’t need that extra job. I just needed the guys to go do it. Like, I didn’t need the to know that we went and did another two, three $400 worth of cleaning tonight because they came home and their dog had crapped all over, you know, got into the crayons and crapped over the carpet, right? And they needed emergency service.

00:15:55 – 00:16:10
I just needed to know that somebody go out and go go out and do it on the team. So, I gave them, you know, if that’s $400 and it’s 20%, you know, they’re going to get an extra $80 for that one hour, two hours worth of cleaning on top of their regular pay, right? So, you want to be booked out weeks in advance with the best clients.

00:16:13 – 00:16:31
How do we do that? Right? That’s that integrative omniresence marketing system. It’s got to be a system. Everything’s got to be a system. Everything’s got to run strategically that if something needs to be fixed, you go back and fix the system because the system runs every single time.

00:16:31 – 00:16:53
If you’re relying on people and somebody doesn’t do their job, but you have a system now, you have something to to, you know, have a conversation with them about, maybe move them out if they still can’t run the system. They can’t follow the rules, but you have to have the rules. If you’re winging it all the time, you are running the same year messy over and over and over again.

00:16:53 – 00:17:22
You never did grow the business. Your job is to grow systems in the company. So an omniresence marketing system is part of that, right? So you want to maximize your opportunities to generate a qualified inquiry. Who is your ideal customer avatar? You probably should have two or three. Who is your ideal customer avatar? What keeps them up at night? What are they looking for in a service provider? How do you speak to them in their language? We’re going to talk a little bit about this today.

00:17:23 – 00:17:46
We’ve talked about that a lot in a lot of different trainings because it’s it’s it’s core to everything you do. If you don’t, well, I’m willing to take any job I get. Okay? Any job means you don’t stand out with anybody. If you know who you want as an ideal customer, maybe you’ve got two or three of these avatars, the ideal residential customer, the ideal commercial customer, maybe you have an ideal customer that is that, you know, 35 to 55 age range.

00:17:49 – 00:18:04
Maybe you’ve got an ideal customer that is the 55 to 65 kind of range and they they’re in different places. They look at different things. You talk to them. So, one’s active family, raising a family, the other one’s post family, right? Maybe like understand the nuances of those people.

00:18:04 – 00:18:34
So, you want to maximize your opportunity to generate a qualified lead. You want to maximize your brand impressions. There’s that word again, brand. We all know the word brand. But why why is brand so freaking important? Well, brand has become so important because AI and Google and all the algorithms and humans care about knowing a brand, putting trust in a brand and connecting of that to the people, the authority who built that. That’s the connection.

00:18:34 – 00:18:55
You can’t just go, “Oh, I don’t want anybody to know my name. I want to hide behind, you know, babies lying on carpets and families and dogs sitting on couches on my website. don’t want don’t want to be known by anybody. Go get a job somewhere else. You’re running a business. There has to be a face and somebody they can trust.

00:18:55 – 00:19:14
Why did you even start this business? It’s part of the core foundation of running a business. You need to have your compelling sales proposition. Why you over anybody else? We work with this with all our clients. You want to have a riskreversal guarantee. I get beat up on that all the time. All the time. You have to have a guarantee that is so strong and so scary that actually keeps you awake at night and your competitors are laughing at you.

00:19:14 – 00:19:38
If that’s the case, at least, you know, wake at night for the first while when you release it until you realize, holy that just gets me more customers and doesn’t cause a problem because I do run a good business, right? You need to have a founder story. Why should people care and trust care about you to trust you? Like, why? Nobody trusts machines and, you know, oh, I’ve got the, you know, SX57, I’ve got the butler, blah, I got Yeah, they don’t care. The customers don’t care.

00:19:38 – 00:20:39
What they care about is is are you an authentic, real person? Did you have a daughter with asthma or a you know came from this this place and that place and that’s why you started this business like what is the founder story and then what is your impactful brand messaging how do you tie all that together into a brand message so you want to be having brand impressions because Google’s ZMOT zero moment of truth from almost a decade ago now uh stated that you needed 11 impressions in front of somebody before they grabbed the the box off the shelf or picked up the phone and called the carpet cleaner. 11. They’re now saying that’s over 20. Like, I’ve heard numbers between 20 and 30. Like, holy Seriously, you need to be out there in front all the time because people are just more skeptical and they’ve also got more ways to get answers than ever before. So, we’re going to talk about that as well. So, you want your brand impression, maximize that. And here’s today’s topic. We want to maximize conversions. is you could bring, you know, you could

00:20:42 – 00:21:02
get, let’s dump it down to 10, 10 inquiries in a day, as an example. And if you can maximize conversions, you might maximize, you might turn seven of those into customers in a bunch of different ways. Some of them right away, some of them go do a quote and follow up, some of them down the road because they tried somebody else and realize that other guy’s a loser and they’re going to try you next time because you stayed in touch.

00:21:04 – 00:21:17
Million ways to deal with conversions. But everything I just said there is a business system you have to have in place. So you got to build them, right? So you maximize conversions. Seven out of 10, your average job is 500 bucks. You made $3,500 for those 10 inquiries over the next period of time.

00:21:17 – 00:21:42
$3,500 in inbound growth. And then the lifetime value of those should be 10, 20, 30,000 or George, if you’re on the call, $200,000 for a residential customer in the lifetime of their the customer. Like come on, for real. So, let’s call it 10. Let’s dumb it right down. The the best customers should be handing you $10,000 worth of repeat and referral business over their life once you lock them down.

00:21:45 – 00:22:10
Right? So, if you just made seven new customers today because you can convert seven out of 10 because you have conversion systems in place and you track that. Think of that as $70,000 minimum to $140,000, somewhere in that range to the lifetime value of your business. Or me, we booked two of them. Some of them are text messages we’ll get back. Some are email. We got two.

00:22:10 – 00:22:29
Our average job’s 200 bucks. So, we made $400 today. Probably won’t follow up with them like every week, every two weeks, every month. Not not a couple times a year. Like consistently with value. We talk about that in other trainings as well. Right now, you’re going to maximize your conversions at every touch point.

00:22:29 – 00:22:57
Maximize your sales in the house. Get more money from them happily and ethically because you have offers and upsells, not downells and deals. Offers and upsells, right? And packages and all that kind of stuff. Maximize your conversions, maximize your retentions, all that kind of stuff. and you are growing a massive business with a huge asset value in the marketplace that you can sell for tons and tons of money, way more than any carpet cleaner would consider selling their business for.

00:22:57 – 00:23:19
Most carpet cleaners sell their business for the value of the truck mount. I strongly suggest the value of your truck mount should be zero. And then now what’s your business worth? Is it still worth 500,000 a million bucks? Prove it. Right? So what’s the problem here? It’s a big investment to market, right? You should be investing in marketing. It’s not an expense.

00:23:19 – 00:23:35
It’s not, “Oh, I wish I didn’t have to market. What about all those people that never market their business and they grow?” They don’t exist. They lied to you. There is nobody that’s so amazing that everybody just has to talk about them. You might have the world’s most amazing insurance agent.

00:23:35 – 00:23:56
Do you talk about him to everybody? Right? You might have the world’s most amazing plumber. Do you talk to him about talk to everybody about him? If you’re really crazy talkative, maybe you can say, “Oh, maybe I do a little bit.” How many people did you talk to still? Think of all the friends and family you know that have never mentioned anybody they that that they’ve gotten service by or go to unless you brought it up in conversation.

00:23:56 – 00:24:13
It’s like rare, right? Think of how rare that is. And if that is, you know, unless they’ve got a problem, hey, my hairdresser sucks. I need a new one. Oh, well, my gal’s pretty good. And you might have that conversation, but it it it got it got brought up because of that, right? Not not a lot of people go, “Oh, my carpet cleaner sucks.

00:24:13 – 00:24:34
My upholstery cleaner sucks.” They just it they don’t talk about it. So, anybody who tells you that they’ve built their business 100% on word of mouth without any sort of marketing investment and there’s everything everything that a part customer sees, anything that the public sees about your brand and your business is marketing.

00:24:34 – 00:24:55
So they they didn’t wrap their van. They didn’t do yard signs and door hangers and didn’t wear uniforms and didn’t, you know, email and mail and talk to their customers and reach out to real estate agents and take them out for lunch and all and like all the things on top of good digital marketing, build a website, do social media, all that stuff, right? Market is investment.

00:24:55 – 00:25:18
You should be investing about 20% of revenue back into your marketing if you want to grow. 15% if you want to kind of tread water, stay stable, 10% if you don’t give a crap where you go in your business. So about 20% of revenue is a good um level there. If you’re doing 200,000 a year, that’s 40 grand.

00:25:18 – 00:25:36
If you’re doing a million a year, that’s 200 grand. When we were doing 1.4 million, yeah, we were spending about 28 grand or so 280 grand on marketing. Why? Because that helped us grow to that level. We’ve got a lot of things we can do with that 20%. Because it’s such a bigger number now. So now we can do a whole bunch of things.

00:25:36 – 00:25:58
But you you there there’s a formula for this. There’s a blueprint for this, right? So B market is a big investment. Traffic but not enough inquiries. Are you noticing that you’re getting traffic? You might actually even notice that traffic’s down and that’s a function of AI. So um we actually just are sending out a an announcement to our clients about um Google Search Console and traffic numbers and stuff like that.

00:26:00 – 00:26:13
Google’s wrestling with this, but I’m going to give you a little bit of insight on this as we go as well. Um, because it’s a huge opportunity, right? So, you might be getting visitors to your website, but not enough inquiries because they’re not seeing what they need to see.

00:26:13 – 00:26:45
They’re not being influenced by the things they need to be influenced by to decide to connect with you. So, therefore, your return on investment sucks, right? part of your part of your marketing investment 10% 15% should be towards brand awareness. Just have everybody know your brand, your ideal target market. The rest of it should be pretty strategically tied together, right? Brand awareness is tied part of it, but and you should do about 30% offline, 70% online, somewhere in that range.

00:26:45 – 00:27:04
There’s slight nuances and differences. That’s one of part of the consulting we do. But you want to be able to figure out how you’re marketing database, how you’re marketing referrals, how you’re marketing referral partners, how you’re marketing the community, how you’re marketing online, where people are looking offline to build awareness, all that stuff, right? So fail.

00:27:04 – 00:28:06
Don’t generate enough leads for the investment. Therefore, you can’t grow, right? And there’s the word leads that should I didn’t find. I probably should both strike through it and put inquiries. you’re not generating enough inquiries, qualified inquiries that and then you know to to to grow problem is that that’s that’s what it feels like the problem is and I’m going to tell you that is not the problem right you want to future proof your cleaning business in the AI age what’s the opportunity you have a great website because it’s the hub of your marketing it still is and still will be I’ll show you even if less people go to It’s still a massive hub in your marketing because you’re trying to you want build to train AI. We’re going to talk about that. Your website is now a training center. Your pay-per-click ads starting in a month or two are now a training center for AI. Paperclick, Google’s AI. Your website, Google Chat, GPT, everything, right? So,

00:28:09 – 00:28:27
great website built to train AI and convert real humans, right? So, I like I hope you like our new character here. Um, we haven’t given him a name. If you guys want to put in the comments, wherever you’re watching this or listening to this, what our our little AI bot should uh um robot guy should get a name.

00:28:27 – 00:28:48
Um, I haven’t really figured him out. Um, yeah. I don’t know. Maybe it’s carpet cleaner Mikey. I don’t know. It’s for marketing masters trying. Ah, anyways, we’ll figure it out. um from um static pages to smart adaptive experiences. So, how can how can AI help? AI can transform websites from being digital brochures into intelligent platforms.

00:28:50 – 00:29:06
You can personalize content. It’s coming down the pike. Um one way you can personalize right now is a lot of those um opt-in forms and and chat widgets we’re going to talk about. We can cookie and as long as somebody’s not flushing their cookies, which most people don’t know how to do that anyways.

00:29:06 – 00:29:19
Hey, welcome back Sally, right? Sometimes even know their name, especially if they’ve ever opted in now, we do know them. But even if they didn’t opt in, we can still say welcome back because we know it’s the same person, right? Things like, but we can personalize stuff. We can personalize other pieces of of of content as well.

00:29:22 – 00:29:45
There’s websites are getting more and more dynamic. Our team is looking into other ways where when somebody comes back or came from a certain search, can we adjust the experience? That happens on called dynamic paging. Um that can happen with AI and stuff on on um on pay-per-click landing pages for sure, but starting to become something where um some of like even websites can change around that as well.

00:29:45 – 00:30:02
But you definitely want to have the ability for somebody to chat. We’re going to talk really deeply about that as well. Um some predictive searching. Hey, you might be interested in this, you might be interested in that. And then real time customer support as well using AI um and a history of client history and database and things like that.

00:30:02 – 00:30:22
Um AIdriven um conversion optimization. You can use AI tools nowadays. We do to analyze website behavior. AI is really great at taking a bunch of data and spitting out some really cool information that you wouldn’t have thought of. Right? Move myself out of the way a little bit. Let’s let’s look at our guy’s face.

00:30:24 – 00:30:59
Anyways, right. So, um you can use it um to help test and improve. Here’s an example. What if you took the last six months of phone calls and conversations, that’s one set of data, like recorded the transcripts of phone calls and conversations from interested prospects. What if you also had technicians wear a little um dongle, one brand’s called Limitless, um where every conversation they’re having in the field is recorded into collected into an AI.

00:30:59 – 00:32:01
They can turn it on and off, but maybe that But what I’m getting is what if you have all of that information on your your customer’s actual real sentiment and then you analyze your website and you still need an SEO person to understand AI, SEO, rankings, all that kind of stuff. But what if you ran your website, your landing page content, so the key pages, what called pillar pages on your website through against that with AI and said, “Hey, how could I optimize this content to be more specific to what our audience is looking for, our ideal customer avatar, here’s our ideal customer avatar, here’s our brand definers, here’s our unique sales purpose, here’s a whole sort of master prompt on our company. Really good. we call an AI command center. We build one for all of our clients. And then can we take that plus all of these conversations, take a look at the content and make the content especially above the fold maybe and the first the first scroll down

00:32:04 – 00:32:27
be right on point to what the customer wants. Kind of interesting, right? So predictive analytics for identifying highv value leads that boost ROI. um website is um is the hub for AI powered marketing ecosystem. So how does a website integrate with AI powered SEO ads and your CRM system? Turn your website into a data-rich engine that fuels smarter decisions.

00:32:27 – 00:32:46
There are tools, one of our advanced strategies uh is is using inmarket data. We actually take when visitors come to your landing pages and they might even just go to Google and search and not find you because they found somebody else and whatever. but inside your geo fenced area, could be your city, could be a neighborhood, could be whatever.

00:32:46 – 00:33:48
Um, but or or if they come to your website or your pay-per-click landing pages or anything like that, and they don’t fill out a form, yeah, we always could cookie them and chase them around with little ads. but more advanced. Now, we can actually run them through databases and find out their address and send them a postcard, their names, where they work, their income levels, all kinds of scary data, and be able to actually use some advanced AI techniques to actually talk to them as well. Send them an email, things like that, even if they didn’t fill anything out. So, our world of marketing is becoming very, very strategic um as well. So conversion sciences is all about doubling inquiries without doubling traffic. Right? So psychology of conversion, why people click, call, and submit forms. Do you know why they’re clicking? Do you your ideal customer? Because that’s that you you if you know why they click, call, submit forms, do what they do, you can dial that in better. And AI can really help figure that out as well for

00:33:49 – 00:34:12
you. um using trust signals, reviews, guarantees, social proof to reduce hesitation. So we are tribal creatures, right? We like to not be the first. Not a lot of us are pioneers. We like to fall in line in herd, right? We we we’ve seen that in our world a lot lately. We like to fall into camps and fall into herds and stuff like that.

00:34:12 – 00:34:32
So, if you’re like, “Hey, let me let me show you why eight out of 10 um residents of Witchah, Kansas use our cleaning services over anybody else’s.” Oh, really? How do you prove that? Here, let me prove that. Oh my god. Yeah, let me figure that out. And a price is higher than the competition. Wow.

00:34:32 – 00:34:44
Now, you’ve got deep psychology going, right? So, social proof, you’re going to tell stories. You’re going to have guarantees, risk reversal guarantees, you’re going to have testimonials and reviews. You’re gonna have emotional triggers to move a visitable a visitor from browsing to acting.

00:34:44 – 00:35:01
We’re gonna talk about all these vis these emotional triggers as well. How do we get somebody who looks at your page and goes looks like a brochure to holy crap, I need these guys in my life. The difference is what’s on the page, not the pa, not the fact that you had a page, it’s the fact that what you put on the page.

00:35:01 – 00:35:22
So, are you thinking through that strategically? You know, you want to optimize your website funnels as well. So, how to fix leaks? Do you know when somebody comes in, how many people that show up on your website, how long they stay, how many pages they click through, what they do next, and of the ones that then reach out, do are you giving them enough reachout mechanisms? I only want people to self-book.

00:35:22 – 00:35:41
I only want people to call me. Everything else pisses me off. Okay, that seems like a weird business decision because what if some people want to chat or fill out a form? That’s what they want to do. And if you force them to call you, they just go to somebody else’s website, somebody else’s business, and you never see them again for the rest of your life.

00:35:41 – 00:36:01
And there goes that 10, 20, $30,000 worth of lifetime value client. The other guy does a good job, you should never see them again. They should never have to reach out. If you do a good job, you should have these customers for 10, 20 years. You’d be cleaning their kids’ carpets when they grow up and and start getting married and have kids.

00:36:01 – 00:36:19
That’s what our business was all about. So 50 60 70% in every any given week, any given month should be repeat clients after year two. Is your business set up to do that? Are you tracking that? Do you know how to do that? We can help. We can consult on that. That’s what I do all day long. So you want to simplify call to actions and make it impossible to miss those.

00:36:19 – 00:36:36
You want to use AI powered optimization to identify the best performing pages and elements and tweak things and and dial things in. Um AI enhanced personalization. You want to tailor the visitor’s journey. Um, again, so you can do things like dynamic headlines, especially on landing pages and stuff like that.

00:36:36 – 00:37:03
Offers, we’re going to talk about chat bots, the right way and the wrong way to do them. Um, predictive insights, knowing what visitors want before they act. Um, there’s lots of things that you can do, um, in this world where you can tap into the knowledge, um, and just the speed of AI, right? So momentum and consistent growth. Success is phone ringing, new inquiries coming to you regularly and business is booming.

00:37:03 – 00:37:30
That is what success is looks like. And your website’s going to be the hub of all that. So why is getting your website built to convert important to you? This is why conversions is so important. I just want to make sure that we dial this in, knock it out of the park so you understand from this point forward, the next 20, 30, 35 minutes, you’re going to really understand why this is actually missionritical to your business.

00:37:32 – 00:37:58
Scenario number one, say you got 1500 visitors a month to your to your website. That’s a big market. Average is about 4 or 500. If you’re getting 10 or 20, like the businesses I look at every single day who reach out to us, you got a big problem. There’s a lot of work needed to because your your website and your organic rankings in maps in in in in search and organic should be the biggest driver of your business.

00:37:58 – 00:38:17
AI search now the biggest driver of your business not paid ads. Paid ads are a compliment. Anything that you do like that is a compliment. Investing in the asset value of your company which is your Google listing, right? You can’t you don’t pay to get a Google listing. You you have to put work into it.

00:38:17 – 00:38:34
You might pay somebody to help you post to it a couple times once twice a day. Um set it all up, optimize it, link, you know, create citations, create um directory listings, create things that help it rank higher than the competitor for more and more services in a wider and wider radius.

00:38:34 – 00:38:53
It’s not just, oh, I rank number one in Google Maps. Yeah, on your phone. maybe go 10 miles away and a friend who’s never looked up your business and ask them to look for 20 30 different terms people might use to find cleaning companies. Then get them to ask in in chat GPT and see what happens. Right? So 1,500 visitors a month.

00:38:53 – 00:39:16
Say you convert five of those website visitors to customers to inquiries. Sorry. Now you got 75 inquiries. Not bad website actually. Right? I’ll tell you why 5% actually seems like it’s it’s it’s higher than the norm. You convert 30% of those into jobs. You landed 22 new customers.

00:39:16 – 00:39:29
You go, “Oh, look, my website’s working.” You don’t you probably didn’t know that you had 1500, 500, whatever. You don’t even know the conversion to inquiries. You’re not tracking this. You should at least your marketing agency for should and be reporting this to you and telling you why it’s important.

00:39:29 – 00:39:49
30% conversion, that’s actually low on on new cold traffic. You should be much higher than that with good scripts at prices twice your competition. But you booked 22 jobs. Your average job is $325. You made $7,100 from your website, right? And actually, we’ve got an extra zero there. Cya, we will we’ll double check these things.

00:39:49 – 00:40:11
She helped me with the slides. U we got an extra zero, but $7,100 is what we got from from this scenario. Scenario number two, same 1500 visitors. Now we’re able to convert 15% of them. better stuff on the page, better follow-up, better chase. We’re going to talk all about all that. Better psychology. Now we got 225 inquiries, not 75. That’s the difference.

00:40:11 – 00:40:35
We just have better conversion. More people reached out. You did nothing else. You just did created a better page and better systems. Still 30% conversion. You still stuck on the phones. 67 bookings. Still $325 average transaction. You now made $21,000. You tripled the amount of money you made from your website this month.

00:40:35 – 00:40:55
And again, I don’t even care about this month. That $21,000 that you did in that month, maybe 1,500 visitors, three months to you. That $21,000 extra that you did locked in at least half of those people. If you do any any good at all, half of them done well, deliver an amazing client experience, do great follow-up.

00:40:57 – 00:41:12
um if they if there’s any complaints at all, you have a full recipe for recovery in place. That’s part of our blueprint for success coaching program. Um you do all of that kind of stuff and you’ve got $20,000 10 $20,000 lifetime value of those people. So now 67 jobs turns into 30 or 40 lifetime customers.

00:41:12 – 00:41:41
Let’s call it 35, right? So 35 lifetime customers, $10,000 each, $350,000 you just added to the lifetime value of your business that month alone. The next month, another $350,000 to the lifetime value of your business if you’ve got all your marketing right. But you lose all of that if your conversions aren’t even collecting these people and they go to somebody else and somebody else is getting them.

00:41:41 – 00:41:55
It doesn’t mean that they go, “Oh, I’m not going to get my garbage clean because this guy has a terrible website, right? Doesn’t know how to convert me.” No, they just go somewhere else and get converted and you will never see them again if they do a good job. Right? So, you want you want to make sure that you know that your what your ratio are.

00:41:55 – 00:42:16
You want to make sure your website performance is being tracked and you know what’s bringing people to it and how they’re reacting and interacting on that website. Um, how can you get your website to convert like that? What what are the changes? What are the things you need to do? Right? We talk about this a lot on on on on a lot of our trainings, but you need to be speaking to your avatar like right to maximize your conversions.

00:42:17 – 00:42:32
There is a layout. There is a look for humans. There is a coding and stuff for AI. And we’ll talk about the difference between those two, but you want to speak to your target avatar in a very personal way. You want to have real authentic images, not a single stock photography. A picture says a thousand words.

00:42:32 – 00:42:50
a stock photography picture says like of of the baby lying on the carpet, the man with the wand, all the ones we all know, right? The ones that if you stole from and didn’t pay for them, Getty Images is chasing you saying that you owe them money because you borrowed or or stole one of their pictures, right? Never need to do that. Real authentic pictures.

00:42:52 – 00:43:10
What does it look like to have you in the house? Every single service. What does it look like to have your services done? Right? Show case studies, all that. You want to include video, right? Hey, Robert. talking to you again. Well done, buddy. Like you got videos on pages, you got videos on landing page, you got videos on on, you know, service um inquiry pages and things like that.

00:43:12 – 00:43:30
Well done. You are telling your story in video and people will watch that. If it’s a good short, you know, 30 second, 60-cond, 90 second video and you can get your story out about that. Hey, you know, I’m John here. Well, thanks for popping by our carpet cleaning page. Let me tell you about our cleaning process and why it’s different, right? Things like that.

00:43:30 – 00:43:44
You’re going to get attention. You’re going to get people sticking longer. You’re going to get better rankings because the longer somebody sticks, that’s also a ranking factor. But you’re you’re going to get more conversions. And you’re start going to start having people understand you. You’re going to have people feel like they know you.

00:43:44 – 00:44:03
You’re going to you’re going to kind of create a little bit of a celebrity effect, right? So, you want to showcase your online reviews, but you also want to showcase your feedback from customers. You don’t want to rely on online reviews. We’re not going to be chasing reviews. go back to last month’s um master class if you understand the difference between reputation and reviews.

00:44:03 – 00:44:16
Anybody who’s just chasing reviews has missed the boat on what you’re what you’re actually supposed to do with happy customers and what you’re supposed to do with sad customers and what you’re supposed to do with everybody in between. Right? So, you want to take action. Easy. Make it easy. Take action.

00:44:16 – 00:44:32
Um so, as somebody grow scrolls down your page, treat them as Dory from um Finding Nemo. They forgot everything again. Show them, oh, by the way, here’s what you want to do next. Scroll a little bit more. Oh, here’s what you want to do next. You might have forgotten already, right? Assume they forgot, right? Make it easy to take action. You want the basics in order.

00:44:35 – 00:44:49
People are looking for certain things like the old days of yellow page used to have the zed pattern you had to figure out, right? Up across the top. That’s where your headline went, not the name of your business. They don’t care about you yet. Right? Done. Well, a yellow page ad when I made I used to make yellow page ads 10x the response rate.

00:44:49 – 00:45:06
I used to that was one of the first services I did in the mid 2000s. So, I figured out how to do better yellow pages with better psychology, reading books about NLP and and psychology and and marketing and just studying the craft of running a carpet cleaning business from a marketer’s perspective. Made better yellow pages.

00:45:06 – 00:45:21
Had friends go, “Dude, can you rewrite my yellow page?” Became the first thing I ever sold outside of carpet cleaning. Um, in that time was how to write better yellow pages. I just wrote them for them. And all of a sudden, I’d have people call me and say, “Can you turn that off?” Like, is can you dial this down? I know it’s a yellow page.

00:45:21 – 00:45:37
It’s going to be out for the next, you know, year. Oh crap, too busy. I have to learn how to hire people, right? Done well, that used to be a Zed pattern. Well, now the basics on a website have a pattern as well. So, do you know what that is? Right? Because it’s really important that you do. You want to have lots of calls about action.

00:45:38 – 00:46:03
Um, you want to have offers that engage. So, not discounts. We’re not saying you have to give discounts. Offers, new client offers, you know, free room with any minimum jobs like like value added well done offers. You want to have chat to text. You want to be able to get their cell phone, have like meaningful chats, get their contact information, and you want to leverage automation for all of this, right? To optimize a website for maximum conversions and lead flow. There’s 11 critical elements.

00:46:05 – 00:46:19
We’re going to rattle through these fairly quickly, right? You want to speak to your ideal customer avatar. We talked about that. What is the what is their demographic? Age, sex, household income. What is their fears and frustrations? Why should they choose you? You got to know that because you got to answer that.

00:46:19 – 00:46:34
You got to talk to them on the pages, right? Hey, you might have found this situation before. Hey, like I’ll show you some of those examples, but you want to make sure, you know, are you busy, stressed out, running the kids to um dance and soccer after a hard day, you know, work at the office or running your business.

00:46:36 – 00:46:49
Why? Because our best customers work outside of the home, running their own business or working in corporate. 35 to 55 year old college, university educated, it’s 80% skewed towards women. Did you know that? Hopefully, you did if you’ve been on these webinars, but that’s who you’re talking to.

00:46:49 – 00:47:49
to talk to them. Build authentic authenticity builds trust. So, use authentic images. Stock photos cause people to leave. Who are you? Who’s your team? What does it look like? What’s the van going to look like when it shows up? What is it going to look like in the house when you’re doing the cleaning? What kind of houses do you clean? If you’ve got your whole website showing, you know, absolutely black, disgusting carpets turning clean, is that the customer you want? Cuz somebody on Golf Course Road with off-wh carpets and off-white upholstery and off-white dog and, you know, off-white tile, wearing off-white pants when they answer the door, does not have pitch black carpet in a rental that needs flushed and cleaned and and and CRBed and and powerheaded and RX20 and doesn’t need any of that, but they’ll pay more for one, two, three cleanings a year to keep it up and protected and sanitized and deodorized and all that stuff, right? So, does your images show the ideal customer you want to work in? Or does your images show,

00:47:52 – 00:48:10
oh, I need to show really good before and afters. None of your customers have that look. And do you want to clean that many dirty carpets? Right? I got into the business of cleaning clean carpets. As you upscale your clientele, you’re in the business of cleaning clean carpets more often than the people that have dirty carpets that don’t that it’s begrudgingly want to clean it.

00:48:10 – 00:48:24
The people have clean carpets are maintaining entirely different crap. You want to engage with dynamic content, website, um, welcome video, videos for each of your services, video explaining why someone should contact you versus the competition. Video, video, video. The more videos you have, the better. You want to amplify social proof.

00:48:26 – 00:48:55
Showcase your top reviews, your top feedback, your top testimonials. Like, make sure you have guarantees everywhere. Use AI to surface the most persuasive proof um, to visitor, you know, based on a visitor’s profile. So you there is advanced tactics happening to websites coming slowly right now but still where if that if in real time we know who that person is things could be brought up in front of them using AI that um speaks just to them.

00:48:55 – 00:49:14
So that’s starting to come down the pike as well, just so you know. Um, slowly and they’re more advanced tools and it’s a little bit, you know, messy right now, but it it is the next generation where as we land on websites and as we look for content, we’ll talk about that as well. And don’t even go to websites, the content is geared towards us specifically.

00:49:14 – 00:49:29
You want to streamline the essentials. Ensure the phone forms, you want to have forms. You want to have forms, not at the bottom of the page. They’re not going to make it there. Understand that people don’t scroll three, four, five times down your page. They don’t. Go to your social media. You can run the exact same social media posts on your social media platform.

00:49:32 – 00:49:44
Well, you could do it every three months, every six months to a year. You could recycle everything. Nobody’s scrolling that far. They’re not even going to your image gallery going, “Oh, look. I seen that picture before.” Post every day. Repost the same stuff. Spin it. Curate it.

00:49:44 – 00:50:04
Add your new stuff, but keep the content in coming out in there because again, most people don’t scroll. you’re not that important to them, right? So, you want to ensure that you have the stuff in the right spot at the top of the page telling the right story. Um, AIdriven chat, instant scheduling. Um, and there’s there’s a nuance around that.

00:50:05 – 00:50:22
We’re going to talk about the difference between self-cheduling and collecting the information the right way and moving people through the right path. Right? Because one will actually destroy your business. Oh, I just I I don’t want to take any phone call. I just want people to book themselves in. Okay.

00:50:22 – 00:50:34
Well, why should they choose you? And why should they choose you at two or three times the price of the competitors? Oh, I’m not. I’m discount. Yeah, that’s the problem. Two to three times the price. You have to be able to explain to the customer, educate the customer why that’s a value to them. You’re not just robbing them of money.

00:50:36 – 00:50:53
And they got to understand that, right? Um, smart calls to action, context aware calls to action that adjust based on the visitor’s journey, things like that. Special offers that match the services they they’re in need of. Make sure your website is mobiley optimized, mobile first functionality, speedier conversions.

00:50:53 – 00:51:13
So faster the site loads, the more information you give. Um, and also it assists AI assisted performance monitoring really helps with that as well. And also AI tracks a bit of that as part of the their use cases as well, right? So and then 10, leverage AI and human chat. We’ll talk about that in a second. Um, for um and and chat to text even better.

00:51:16 – 00:51:30
Make sure you’re capturing their cell number so that you’re not chatting on an app inside your website they have to stay on. You’re giving them an ability to walk away and just be texting on their normal text app. Right? That’s that’s a better advanced way of having conversations.

00:51:30 – 00:51:52
Use marketing automation to engage with smart forms. As soon as they fill out a form, a chat starts, a phone rings, all kinds of stuff like AI gets involved, real humans get involved. um lead nurture and forever follow-ups so that based on how they came in and how they interact. Are you are you segmenting them in a really neat way can really help with that nowadays as well in marketing automation.

00:51:52 – 00:52:19
So we want to do all that. So this one element will have the have the biggest impact on the results of your overall marketing efforts. What is that one element? Website optimization. Right? It is going to have massive effects, especially now that AI is changing everything and less people are coming to your website. And I dare say that’s a good thing.

00:52:19 – 00:52:42
Your website has to be way better. You have to put more attention to it than ever before. Your brand is more important than ever before, but less people are going to make it to your website. And that’s not a problem, right? So again, if you can see Joe Jones through Joe Jones eyes, then you can sell what Joe Jones buys, right? So who’s your customer? That’s the avatar thing, right? So we won’t spend a lot of time on this.

00:52:42 – 00:53:03
We’ve done this at our annual planning um workshops and the recap in the middle of the year and stuff like that, but you want to know what their who’s your average your ideal demographic, right? What’s their household income? What’s you know, how many have pets? What like what do they take pride in? What are they all about? What are their fears, pains, and frustrations? and they can’t get somebody on the phone.

00:53:03 – 00:53:20
There are some people nowadays that are don’t like AI conversations. Are you managing both sides of that that that scenario, right? Um they need to get their carpets cleaned. Obviously, that’s a pain of frustration. Um but they’re too busy to deal with it. They want to they want to know that they’re picking the right person.

00:53:20 – 00:53:48
Then from that point forward, they just have to reschedule with you, making it easy, right? So, um they don’t want to be ripped off. um they feel like they might they don’t want they want to know if they’re overpaying or underpaying. Price is a big part of people’s thoughts. In fact, um you know, cost, objections, comparisons, um reputation, customer sentiment, so reviews, testimonials, things like that, and understanding what the best is.

00:53:48 – 00:54:04
How do how do they determine what best is? Those are all the main pillars of content, the five pillars of content, right? So, um, you want to have, you know, they want to make sure you’re not going to damage anything. They want to know who’s going to show up that nobody’s got tace tattoos and, you know, going to rob them blind. It’s so funny.

00:54:06 – 00:54:20
It’s like, you know, I’m so I’m so worried about my neighborhood and, you know, all of that kind of stuff, you know, like, you know, who’s walking in my street, my HOA, um, all very, very involved. And, yeah, I called the, uh, $10 per room carpet cleaning guy I saw down by the grocery store.

00:54:20 – 00:54:50
Um, the sign on the the the phone post, right? Customers are dumb. teach them why that’s a bad strategy in our marketing, in our our authority building, right? Things like that. So, um goals and desires got that list there, right? So, you want to make sure that you know safe, eco-friendly is messaging that has worked for for eons now, right? You don’t want to be the guy that is leaving a toxic chemical smell behind and high VOCC’s, right? You want 100% satisfaction.

00:54:50 – 00:55:10
Eh, that means your competitors offer 90%. No, like 100% satisfaction or it’s free. You want to turn that into a riskreversal guarantee that is so strong. Hey, if you’re not happy with us, we’ll come back and reclean it all for free and bring you a gift. If you’re still not happy, not only will we give you all your money back, but if you find anybody else to get it cleaner, we’ll pay their bill for you. That was my guarantee.

00:55:10 – 00:55:23
That wasn’t just something I just made up. That’s what we ran with. That’s what the guy that bought the business is running with, right? Why? Because people go, “Holy if you’re that confident, why wouldn’t I hire you? You’re probably a little bit more expensive than everybody else. I get that.

00:55:23 – 00:55:40
But that’s what I want. The best customers want the best cleaning. Period. What does best mean? You need to teach them that. Highly trained technicians, trustworthy. You make more money, you can hire the better guys. Right? If you got technicians that are making, you know, 60, 70, 80, 90,000 a year, 100,000 a year.

00:55:40 – 00:56:00
One of our guys, um, I don’t know if you’re on the call, Jorge. Um, $135,000 a year for your technician. Technicians, that’s insane. Well done, right? great pricing, great market. Like this isn’t somebody in a fancy marketplace like um Florida, Central Florida. Like come on. Anyways, you want to make sure phones are answered live during business hours.

00:56:02 – 00:57:02
You’re not AIing this, right? People are pushing back a bit against a you want to have the human touch. We’ll talk about that in a quick second as well. Um honest pricing, no sales gimmicks. You want to make sure that you’re not bait and switching. We all know that. You want to you want to be able to explain to people why your prices are higher than the competition and what to watch out for if they’re going to call around somebody else, right? So, you want to have that messaging and you want to be able to explain that and you want to have pages on your website that talk about that and you want to have content that talks about that, right? So, you speak to your ideal customer telling them the reasons why they’re going to love you and all kinds of good content, you know, um on on the website. You want to build authority. Are you telling your own personal story like Brent here, right? Are you are you talking about the years in business and the family since 1972 and dad and and is that in your videos? Have you have you told that story out in the marketplace? You like jumped on our podcast and told that story and we’ll help you share it into your whole entire marketplace and we’ll share it to the world. Like are you real and authentic? Do you show up at the Chamber of Commerce? Do you do you meet all the other business owners

00:57:04 – 00:57:20
in town? Are you just a real person that people ah shucks, right? Can you tell that story on your website as well? Right. Um are you leveraging video? We talked about that on every single page on multimedia. Are you taking every opportunity to hop on, you know, get invited on TV, on shows, be the expert in the local marketplace.

00:57:20 – 00:57:46
I was a shy kid and I did this, right? Shy, painfully shy, like socially awkward shy, right? So, if I can, anybody can read Tony Robbins, Awake the Giant Within. It’s a good start. Um, are you leveraging social proof everywhere? Like all of our client websites have the the popups that link right to Google, Yelp, Facebook, all the all the most recent 25 reviews.

00:57:46 – 00:58:01
It also teaches the algorithm that you’re getting new content like you’re streaming, you know, things like that. And then you’re also going to be telling happy customer stories. You want to leverage social proof. You want to talk about very happy customers. You’re going to be creating more and more content.

00:58:02 – 00:58:17
We’re going to talk about why this is really important. But you’re also putting it on your social media. You’re also putting on your Google Maps. You’re also putting it out on Tik Tok. you’re also putting out on Twitter or X, all of those kinds of things and you’re you’re creating a buzz around you and you’re letting people go, “Oh god, these guys are really good.

00:58:17 – 00:58:35
Everywhere I go, I see stuff about them.” Right? You want to use promotions that match the services they are interested in, not discounts and deals, upsells, add-ons for the same price, VIP rewards, things like that. Right? There’s a way to think through that, right? We’ve So, you want to be able to do that.

00:58:35 – 00:58:52
You want to make sure it’s mobile first. 4.8 8 billion people now use mobile phones. Three out of five customers search for local businesses on their smartphone first. Might go back to the laptop or the computer for that connection and and and when they’re about to make a final decision and things like that, but a lot of people just transact on their phone now.

00:58:54 – 00:59:16
They’re they’re thousand machine in their pocket, right? Minimum thousand these days, right? So, um Google reports that 40% of mobile consumers turn to a competitor’s site after a bad experience on yours. So, you want to make sure it makes sense. You want to make sure that everything is clicked to call, right? When they any number they see on the screen, any button, they click it and they it means it can call.

00:59:16 – 00:59:31
So on their desktop, that makes it a little awkward unless they’ve got like, you know, WhatsApp or some something that will take over and make that phone call like I can do with a microphone here and stuff like that. But again, most people are on the the mobile phone. They just want to click and call, right? And you want also have the chat available. We’ll talk about that.

00:59:31 – 01:00:32
You want to have the fundamentals in the right order. A little bit of examples of this above the fold. Done. Well, um, you want to build trust that both humans and AI can see. So, what can both humans and AI see? Authentic authority signals. AI, think of it as an eager assistant that goes, “Oh, you want me to find you a carpet cleaner?” when somebody goes, “Hey, what’s the best carpet cleaning company in, you know, San Antonio, Texas?” Oh, you want me to go find a car? Yeah, I’m not just that that you used to be. You might be typing in Google, but Gemini is is is an AI search engine. Um, chat TPT, people are using that all day long, right? We’re in a new world now where conversations are are up. Search is actually going up. More people are searching now than ever before, says Google, because AI is making it easier to get an answer. Downside is Google’s also noticing

01:00:33 – 01:00:50
they’re losing clicks. So they can’t charge you, you know, clicks to websites, clicks to stuff be. So they’re losing revenue because clicks are down while search is up. Sounds like a bit of a dichotomy there, but there’s a way to deal with this, right? So you want to have make sure that you are you you’re you’re promoting all your authority signals.

01:00:50 – 01:01:08
You want consistent and transparent messaging. You don’t want to exaggerated claims, right? But you want to be clear and consistent on the side of your van, on your door hangers, on your yard signs, on your website, on your landing pages. You want to tie the whole thing together. Um, AI picks up on that consistency.

01:01:08 – 01:01:23
You want to make sure it’s embedded in your schema, your structured data, your FAQs. Most of the sites I look at do not have this set up well. And that’s what AI is looking at on your website is it’s looking at the code because that’s what it does. It’s a code reader, right? It’s looking at the code. It’s looking at stuff.

01:01:23 – 01:01:42
It’s looking around on social media. is looking around on mentions. It knows if you’ve got a negative review on Yelp because it’s checking everywhere as if it’s an a friend or like an eager an eager sidekick. So, it’s no longer keyword searches, right? Real human proof. Share real team photos, behindthe-scene content.

01:01:42 – 01:01:59
Share testimonials, not just reviews. Stop chasing andounding for reviews. Reviews will come when you do the actual reputation part, right? Go back and look at last week or last month’s um training. You want to have case studies. You want to have project stories all the time. This feeds AI with data. This feeds social with data.

01:01:59 – 01:02:19
This feeds your marketplace with data. Everybody starts to know, like, and trust you. ZMOT, zero mode of truth. You’re connecting all of those dots and you’re creating that high converting brand presence. Again, there’s your brand, right? Um, AI readable trust markers. So, again, the structured data, you want to make sure that your site is fast loading, secure.

01:02:19 – 01:02:43
Trust must be visible to people and machine readable to AI is yours. Do you need a diagnosis? Reach out to us if you do. Right. Offer AI assisted chat to text. So less than 5% of website clicks visitors actually do anything when they come to your website. If you go check your stats, 95% of all the traffic to your website goes away without doing anything.

01:02:43 – 01:03:01
Have you figured this? What what what to do about that? Right? But what we do know, really good chance they are interested in the services you offer and they’re likely in your service area. That should be where your website shows up mostly, right? Shouldn’t show up in areas you don’t service.

01:03:01 – 01:03:20
Your your SEO company like us might be really good and you might, you know, you can’t trim it if if it’s organic. You can tighten paid ads. You might show up a little bit wider and have to explain on your website, hey, we serve these two counties. Ah, damn, I’m a county away. Right? But that’s rare. Most people that are on your website that come to your website are have an intent. They just might not choose you.

01:03:23 – 01:04:24
95% of them are just making research thinking, right? Something that they didn’t see they’re looking for, right? Um so how are you capturing them? Do you have a chat form? Do you have something that pops up? Hey, do you need a hand with something? Do you have a calculator to figure out estimates, not a quote? Can you justify your pricing? If if your job your average job is $550 and the competitor’s average of the same work is $225, can you justify why you’re more? You should be able to. You definitely should not be the cheapest guy. You should not be commoditized at all, but you should be able to figure out can you can you give them an estimate range and in that process be able to explain the differences in price versus value versus job? How dirty is the carpet? Like you ask a lot of questions. You can teach AI how to start do some of that as well. You should have real people, but you can start with an AI that has a conversation that is able to hand off to human at any moment. And that’s that’s an option. And and anytime you want to talk to a real

01:04:26 – 01:04:42
human, you know, during business hours, it should know if it’s during business hours or not. It should know what time of day it is. But, you know, during hey, if you want to talk to a real human, I’m I’m here to give you some information and give you a hand at any moment. you can talk to real human or you can give me your phone number and I’ll have them call you back right away blah blah bl things like that.

01:04:42 – 01:04:59
There’s a way to train these things really really well, right? And then you want how how are you chasing these people? What if they came to your website and left? Are you using that advanced data where we now know who they know who they are and putting a postcard in their mailbox? That’s neat. Maybe a postcard in their mailbox if they’re only in these certain zip codes.

01:04:59 – 01:05:19
So you know who everybody is and the ones that are in the right zip code get a postcard in their mailbox. They get an email. Like there is ways to use enhanced data. That’s amazing, right? So where does that Oh my god, John, that’s a lot of marketing. Where’s that money come from? 20% of revenue goes towards marketing. About 30% stays offline, about 70% goes online. You start with the basics.

01:05:19 – 01:05:36
You work your way up the ladder. You eventually get to this. As your business grows, you’re now ready to be even more enhanced. There is a right time and a place for everything. That’s what you need to think about. So chat has proven to increase leads by an average of 35%. inquiries.

01:05:36 – 01:06:00
So Marcus Sheridan, he wrote the book They Ask You Answer. Really good story about his his family pool business that almost went bankrupt and how not only did he save it by answering actually writing content that people were asking questions for and giving them the right and they only had one product to sell a vinyl pool lined like pool insert, not not cement. They don’t custom build.

01:06:00 – 01:06:16
You bought one of their vinyl one. Why would that be of importance to some people, not to others? And how would you make those decisions? All of those questions he started writing content to answer. That was his claim to fame. Um, right? And they ask you answer was was the book he wrote on that really good.

01:06:16 – 01:06:40
He is now one of the world’s best speakers, presenters, strategists, thought pioneers. Love Marcus to death. Um, met him in person a couple times now. Brilliant, brilliant guy. Right? He’s talking about the self-s serve mega trend. What that means is um you don’t want to commoditize your business. On the other side of it, you don’t want to self-s serve doesn’t mean, oh, lowest price wins.

01:06:40 – 01:07:02
Let let them buy, let them shop, let them book their own jobs, all that kind of stuff. Hopefully, they’ll figure out I’m good or why I’m priced that high. No, no, no, no. You want to be able to give them what they want, but in a way that you can control and manage. There’s psychology to this. There’s strategy to this, right? So 75 75% of today buyers want to collect answers and info before they talk to somebody.

01:07:02 – 01:07:21
That’s why everybody’s leaning into AI and chat GPTs and and Geminis because they’re actually and more and more people are searching now because they’re actually not searching. They’re having conversations. More and more people are looking for answers because they answers they are getting AI is making it easier to get good answers without having to go down hours and hours and hours of websites and take notes and check back and forth and bookmark all that.

01:07:21 – 01:07:40
No, it’s a few minutes. Right. So um Right. But so people want those answers. AI gets them only if it exists on on your or somebody else’s website. And if it’s somebody else’s, you lost them, right? So AI um bot push back is real. People might want to might be okay to start a conversation.

01:07:40 – 01:07:55
Might be okay to have a voice. Hey, sorry. None of our humans are available right now. Um I’m Amy, your AI voice assistant. Um tell me what you’re looking to do and I’ll see if I can help you. Um if not, I will definitely hand you off to one of the the live people here. I want to talk to a real person.

01:07:55 – 01:08:08
Okay, thank you very much. Let me put you um you know, let me let me double check if somebody’s available. If not, I will pop you a quick link where you can um give your information and a good time to be called back and we’ll we’ll we’ll get one of our our our live humans to give you a call back.

01:08:08 – 01:08:26
Right? That’s a correct way to manage things like that, right? So, you want to be strategic, not knee-jerk. I’ve seen it too many people in this industry, oh, I just want AI to answer answer and book my jobs and stuff like that. So, yeah, go figure that out. It’s there’s way more training involved in that and way more strategy involved in that.

01:08:26 – 01:08:55
Right? So AI versus human what really converts AI powered conver conversion tools predict the predict the visitors intent personalize the content where possible offers follow-ups chases call to actions automate all of that stuff with chat bots and emails. AI works really good on that human part of it. authentic stories. Show and tell real stories of real people, real faces, real teams, right? Empathy in customer service.

01:08:55 – 01:09:15
Address their fears and frustrations in your scripts. Use AI to write a better script and get help with that, but use the script and say the right words, right? Educate your audience over and over and over and over again, right? You want to be sharing stuff well, right? So again, you might have social media out there.

01:09:16 – 01:09:34
You could be posting to your social media every day. Understand that just because you have a thousand followers, 2,000 followers, 500 followers, 5,000 followers, and you’re posting to your social media business page, nobody’s seeing that. You still got to promote it, bump it out, all that because Facebook and social media has completely devalued edge rank for um businesses.

01:09:38 – 01:09:50
It’s people. So be real. Be real people. Share stuff out. Share stare share happy customer stories into Facebook groups and things like that as well. Like you want you want to do all that. Share so that you’re addressing their fears and frustrations and how you guys solve them. Social proof.

01:09:50 – 01:10:14
Market your testimonials. Market your feedback. Syndicate. Dynamically syndicate your reviews. Don’t leave them sitting on one spot. It is great that you have 2532 reviews on your Google. Did you? And maybe maybe you also have the second part of that where you’re getting 10 to 20 a month. If the last time you had a review was six months ago, you’re dead in the water.

01:10:14 – 01:10:29
Even a month ago, you’re dead in the water. You should be getting reviews regularly. But understand, nobody’s seeing those reviews that don’t make it to Google. Nobody’s seeing those reviews that don’t make it to Yelp. If you got them there, you should. Nobody’s seeing those recommendations if you if they didn’t make it to social media.

01:10:29 – 01:10:45
People aren’t shopping you that hard. AI is looking around and seeing all of these things and wants to see them in more than one place. Google wants to know that you’re you’ve got, you know, a great digital footprint, but you want to make sure that you’re marketing them everywhere in everything you do.

01:10:45 – 01:11:09
Your website, your emails, your um your monthly newsletter, print and and and digital and and and you want to make sure that all of that is there. You want to engineer engineer social shoutouts, right? Can you give your clients an incentive to take share a picture that you just took of a before and after a picture of the the final part of the job, happy client, giving them a free bottle of spotter, whatever.

01:11:09 – 01:11:35
Can you can you incentivize them to shout you out on social? There’s some social proof there, right? You can do it for a contest even if you want, right? Um, are you refining your referral programs so that your strategic referrals, businesses, one to many, and individual referrals is working? Are you getting 3%, 7%, 10%, can you get it up to 12%, 15% of people refer you? It’s not going to be 100.

01:11:35 – 01:11:55
It’s not going to be 50. But can you can do you know the numbers? And are you doing it’s worth doing if you know that your average lifetime value of a new contact, a new customer that you turn into a client is 10 $20,000. It’s totally worth doing. If you don’t care about the lifetime value and you’re trying to think that you’re in a transactional business, you’ll be out of business in a couple years anyway.

01:11:55 – 01:12:13
So it’s not a not not a big deal. So you want to create all that local brand buzz. There’s where your brand comes back in again. Everybody should know you as the authority and the brand as who they should choose. So the winning formula is AI and human. It’s not versus, it’s and AI drives efficiency, personalization, speed.

01:12:14 – 01:13:16
Humans bring authenticity, trust, and emotional connection. Together more inquiries, higher conversions, stronger loyalty. So that’s the becomes part of this is the difference between lead generation and lead nurture, right? As well if we only think of lead generation, that’s the whole I can do 10, 20, $30,000 a month in Facebook ads until it stops working, until a competitor shows up or until my account gets hacked or shut down and now I’m out of business and I’m broke because I didn’t build a customer base. I didn’t build a business. I didn’t build referral partners. I didn’t build anything. I didn’t build a retention machine. I didn’t build packages. I didn’t build upsells. I didn’t do deliver a client experience. I just got leads. Not the way to run a business. So, calls not answered live and inquiries that are not followed up with within I would even take that down from five minutes now to one minute. Like text messages and emails instant, right? They go cold or they go to the competitors. What that means, the average customer must be followed up with five to seven times before they will book. Some people book right away. Other ones need to be chased. That’s called the chase. And

01:13:18 – 01:13:30
then if they don’t book, you put them in long-term nurture and you continue to chase them, right? So you want to make sure you’re following up and following up with the right message. Happy customer stories, meet the team, like my founder story, my compelling art, why you should choose us over anybody else.

01:13:32 – 01:13:46
Why do we offer the guarantee that we do? Like there are some pretty cool things you can follow up with people pretty easily over like a 14-day period where some of it’s a voicemail, some of it’s an email, some of it’s a text message, just checking in a quick short short burst.

01:13:46 – 01:14:00
Don’t you want to be light on text messages because anybody can type stop and you’ll never be able to talk to them ever again. So, you want to make sure it’s transactional and very light. A lot of people try text message marketing, go, “Oh my god, that was amazing. Let me do that again.” Talk to me after you’ve done it five times and tell me what you still think.

01:14:00 – 01:15:02
Right? It is amazing the first time. Just talk to me after you’ve done it five times and you’ll understand. It needs to be strategic. Today’s consumers now prefer to interact with text and chat versus phone. So, are all of your text and chat sources coming into one spot where it’s easy to manage or do you have to jump over to WhatsApp and Messenger and and DMs on Instagram and and and and and and right should all be in one hub, right? We call that one hub carpet cleaner lead pro. We built it five, six, started six years ago. Um leveraging automation, we’re starting to add in a lot of AI and enhancements so our customers can, you know, add new features on um and and into the tools. You know, some of those cost have money because you got to run AI engines. Like you might use chat GPT for free. Well, we’ve used Chad TPT for 200 bucks a month. Holy crap, John. Why? Because we use the full program. The free is cut off and stuff like that. Same with proper AI. You’re actually in the back end of the um Open AI playground, anthropic playground. Like

01:15:05 – 01:16:06
you’re in the actual AI tools, Grock playground. You’re building aic systems. That’s what these all are. And every call to the database costs every answer costs somebody. So they do offer free stuff. Nothing in our world is free. If it’s free, you’re the product. Just know that, right? So they’re borrowing your questions to teach the the the agent or the you can’t turn off or turn on privacy and turn off memory and turn off all of that on the free systems, right? So anyways, um you want to be able to get back to me. You want to automate follow-up so that every prospect is touched five, six, seven, eight times um and enga and and engaging in a two-way process, right? You want to build a lead list, an inquiry list that that you can continue to market to. And you want that to be 10 times bigger than your customer list. We have lots of trainings on this that go deep into this whole thing. But you definitely want to have you know the three databases that you need that you are required required three databases that are required to run a legitimate

01:16:09 – 01:16:28
home service business. And I talk to dudes all the time and and girls that don’t even have a customer list or it’s on my phone. You’re not running a business, right? You got nothing to sell. The thing that you’re building is your is your database of happy customers that you can stay in touch with every single month, every single week.

01:16:28 – 01:16:48
That’s your job. So, you need to have a list of ideal customers that have come through your business so that you can get them back again because they will not come back on their own. Not very many of them. Go check your database. Go check your numbers. Even if you’re the most amazing person, you’re still below anybody else’s numbers who markets their database and you don’t.

01:16:51 – 01:17:05
They’re still way more profitable than you from their database. And your database is where all your money lives. You spend money to to acquire new customers. You turn them into clients and you spend a lot less every single time they show back up. But you still have to spend something.

01:17:05 – 01:17:31
You still have to invest in the marketing, but a lot less. So you put a lot on the front end. He who can spend the most to acquire a new client. A new repeat client wins, right? So you figure out ways to do that. Spend more to get people. That is your goal, right? So you you better sell at higher prices so it’s still only 3 to one, four to one, five to one ROI on the front end, 20 to one ROI on the back end, right? So you want to build that lead list or the list of customers.

01:17:31 – 01:17:48
You want to build a list of in interested prospects who haven’t bought yet. And that one’s got to be 10 times bigger than your customers. And you want to buy build your entire list of of um referral partners and potential referral partners. That’s kind of a blended both of them. Your referral partner list. So what does marketing automation look like? Well, looks like this.

01:17:48 – 01:18:01
Lots of stuff happening from one little trigger. Lots of nuance. Did they talk about this? Let’s go down this path. Did they talk about this? Are they interested in this? Let’s go show them this. You know, did they buy this? Let’s go show them the stuff they didn’t buy. Oh, you got carpet clean.

01:18:01 – 01:18:14
I noticed you didn’t take us up on our pollster cleaning. Um, we have, you know, a bounceback VIP special if you, you know, come back to us within 30 days of your last cleaning. Um, to get upholstery as well. How do we know that? Because the database has the information. You’re using House Call pros, you’re using Service Monster, you’re using something like that.

01:18:14 – 01:18:29
you’re tied to carpet cleaner, lead pro, and the messaging is going out that’s very smartly routed because now AI can be embedded into some of this stuff. So, you’re creating a thoughtful process, right? So, we talked about conversion math. This is just another example of when you’re chasing people.

01:18:29 – 01:18:49
Now, this is the other side of it where again, 164 inquiries came in. So, not this isn’t just traffic to your website and how many became inquiries. Say, say we up that number, we’re still at this 30% person who doesn’t know how to sell yet. They still made 15 grand from the inquiries that came in from all of those sources.

01:18:49 – 01:19:12
Now they add in an engine and an AI and a smart process and now they book at 70% over the next, you know, chasing people the next two weeks, the next two months, maybe even a year from now. Some people go, you know what, I didn’t like the guy I had last time, but these guys have stayed in touch and oh my god, they have a lot of happy customers and I keep seeing all their happy customer stories and I do like the fact that, you know, I know I know who he is, who his wife is, who his kids are, who his dog is.

01:19:12 – 01:19:36
He’s part of the community. He’s at all the charity stuff. I know that because of his his outreach to me. He’s stayed in touch. Let me hire him. Now those original 164 now book at 70%. So now you end up with 114 jobs, not 50, 49. You end up with 37,000 almost $40,000, not $15,000. Right? So there’s another 3x. So we 3xed you.

01:19:36 – 01:19:54
How many people showed up to your website that actually reach out to you? So that becomes this top number here. We already 3x that with good conversions. Now we add conversions to the follow-up process and we 3xed it again, right? That’s not 6x. That’s almost 10x. Three three times three is nine.

01:19:54 – 01:20:21
Like that’s almost 10x your business. If you average $5,000 from from website traffic right now and you can 10x it with these two principles, you you’re you you’ve got a path to $50,000 coming from that. That’s how we grow. That’s not going to be overnight, but that’s going to be over the next 6 months, a year, right? You’re going to build up these muscles, build up these machines, build up these tools, build up these scripts, and that’s where your growth comes from. It’s not magic.

01:20:21 – 01:20:52
It’s just marketing. So, real authentic images, add video elements everywhere you can. Showcase your online reviews prominently, and your testimonials and your feedback and your happy customer stories, get the basics in the right order, put your calls to action properly, leverage offers strategically, right? Um, use AI powered two-way chat and AI powered automations to follow up, right? Is your website optimized to convert? Ask yourself that question.

01:20:56 – 01:21:29
So, the role new role of your website in AI marketing. So, you’re saying, John, less pe less less clicks, less people coming to my website. Why do I need to even do this? Right? Because couple reasons AI is learning from everything on your website. The weird dichotomy is to compete in today’s a day and age, you need more pages for the less traffic that you’re getting because you need to teach and feed AI more content, nuanced content, happy customer stories.

01:21:29 – 01:21:46
Every carpet cleaning page should have 10, 15 pages supporting. It’s called topical authority clusters. Are you like we we we build at least one page a week for our clients on our basic program and five pages a week on our more advanced programs, right? A week press releases creating signals out in the marketplace coming back to you.

01:21:46 – 01:22:49
You need way more content, way more content everywhere to teach AI that you’re the best. You need people screaming your praises as well. All of this stuff, right? So, you need all of that that kind of stuff. So, it’s it’s a different world that we’re in. brand is way more important than it’s ever been before because you if somebody goes to AI and has a conversation because we’re all having conversations now and AI comes back and says, “Well, you know, you got a couple of options for the best carpet cleaner in town.” Oh, I’ve heard of those guys. Call them. Give me their number. Ring that phone, right? Do they have how much do they charge? We got a way to figure that out. Oh, oh, they’ve got an estimator on their website. Let’s go through that. And again, that estimator should be strategic. should be very psychologically compelling, not just a price. Shouldn’t be the house call pros widget, just so you know. So, takeaways. Any takeaways? Implementation is everything. Most businesses fail not because they don’t have enough ideas. You listen to these calls, you got more than enough of ideas. Everybody that I talk to says, “John, it’s like drinking

01:22:50 – 01:23:02
from a fire hydrant listening to you.” Yep. And then you take notes and then you dumb it down and you learn how to implement one step at a time, right? The rule of three is what I always like to go by. That’s how I did it. My business was broken into three. Again, I learned this. I didn’t know this.

01:23:02 – 01:23:20
Before the sale, during the sale, after the sale, a client acquisition, client de service delivery, client retention business. Three separate businesses. And I was always working on one major strategy for each area of the business at any given time. Three at a time, right? One for before, one for during, one for after.

01:23:21 – 01:23:38
What what am I enhancing? What am I upgrading? What am I adding? And I had a rotation and I would just around and around and over the over this year my business looks strategically different than last year. Two years from now my business looks strategically different than this year. As the envi environment changes, the economy changes.

01:23:38 – 01:23:52
I’m willing to adapt and change because I’ve got my my systems in place. We’re getting better and better and better. We’re sharpening the saw. Right? So marketing is not a side activity. It is the business that you’re in. You need to take immediate action. The best businesses are not the best operators.

01:23:55 – 01:24:11
They are the best marketers who need to refine operations. You market well enough, you create operations problems because you’re growing too fast. Now you solve the operations problems and you get into the data. You’re look, you understand how to look at Google Sheets and like spreadsheets and data and and nuance it, right? So now you’re into like finances and data.

01:24:11 – 01:24:26
Now you’re learning the executive level stuff because you worked your way up. There’s a process. There is an exact map for this. So, what are the top three things you’re going to take away from this? Write them down. Right? Pick three things that you’re going to do in the next 30 days. Start them today, tonight.

01:24:30 – 01:24:44
What’s your very first action? You go do that. Is it find something, do something, look at something, call somebody, reach out to somebody, do something. What is your first action? And what you immediately write down what the very next thing you’re going to do when you come back to this is you schedule a time to come back to it.

01:24:44 – 01:24:56
Take one immediate action right now. Schedule what the very next thing you’re going to do. So the future version of you goes, “Oh, thank you, past version of me. I know what to do when I start this.” You don’t have that mud in your brain, you know, a couple days from now or whatever, what to do next.

01:24:56 – 01:25:57
You wrote it down. And that’s one of the ways, again, just little tricks to learn how to move forward. We have a whole training called implementation is everything. Um, all about this. I learned it. I started coaching it. Right? So, um, if you need any help with any of this, including some of that stuff we just talked about about coaching and and business growth and acquiring some of almost all of our very best clients have acquired other companies, other other cleaners in their area as well. There’s a huge market for that growth by acquisition in the middle of all this. You get your marketing right, take over somebody else who sells you for the price of their truck mount, and you really only cared about their database and their name recognition. You do a good marketing push into that, you’ve now just doubled your database. You’ve doubled your business if done well because most of your jobs should be coming from repeat referrals. You’ve just gotten into somebody else’s home that you wouldn’t have because they already locked them down, put a fence around them and said, “Mine, I do good. I do a good enough job. I do things well enough that that that customer is going to use me for life.” Cool. Let me buy them from you. You’re retiring. You want to sell? You want to go do something else? Sure. and for a couple thousand dollar, couple hundred thousand dollar

01:25:59 – 01:26:17
depending on the size of it, um you’ve picked up millions of dollars of lifetime value done well. We actually help consult with that as well. So anyways, if you’re looking at any of this, um we have our program the called the best known cleaner. We’ve got our AI essentials, AI enhanced and AI elite for different levels of business and different amounts of services and stuff like that.

01:26:17 – 01:26:40
Again, fits into that 20% 70% goes towards online, 30% goes towards offline roughly. um 7030 6040 um every business is just slightly nuanced differently. We do a consult on that as well. And yeah, it’s all about tying your website to your search everywhere optimization AI. Um social media, how to actually do that, right? Um what’s what it’s for and how you get the most value out of it. One little thing on that.

01:26:42 – 01:27:42
When’s the last time you ran a contest for a whole home of cleaning or a charity drive? You’re not being social. Um paid ads done properly. There’s a hierarchy. You start with the the the the the the first tier and you work your way up. And paid ads should generate about a 3 to one to about a maximum 5 to1 ROI, but 3 to one’s good enough because you’re if you’re targeting the right people, you’re acquiring, you’re spending a lot of money, you should buying a new customer from pay-per-click should be about 100 bucks. If your average job is 300 to 400 or $500, there’s your 3 to1 to 5 to1 ROI. That’s great. Why do why do we spend $100 on a new customer? Because the lifetime value is 10 $20,000. Is it okay to spend $100 to get 10 or $20,000 and lock them in for life? Absolutely. Paid ads has a hierarchy and a strategy that fits into everything else. It just fits into a flow. It’s all part of the same thing. Um, Google Maps, how you rank, how you show up, how wide, for how many services, that’s all a function of how much content’s on your website, your schema, um, how your your your Google Maps is optimized and how many, you

01:27:45 – 01:28:04
know, images you’re uploading, authenticity, lots of things. It’s it’s it’s it’s a dance between what you do, what an agency can help with, stuff like that. Google Maps is a game all in its own, but it helps based on your website, your organic, your social, all of it helps. And then reputation.

01:28:04 – 01:28:25
You want to build your reputation and you want to tie it all together with some sort of CRM, some sort of a lead management, lead chasing CRM. I don’t believe that any of the house call pros service monsters of the world have a have that dialed in well because they’re trying they’re pulling different things in but they’re not a marketing first management system.

01:28:25 – 01:28:43
They understand how to build you know databases that connect with QuickBooks and and all this marketing is entirely different and you need you need to create a lot of subtlety in there. So um I did I believe that they there’s a a game where the two get connected much better. So anyways, the whole thing is a blueprint.

01:28:43 – 01:29:04
There’s an exact science to growing a million-dollar cleaning business. 0.003% of all small businesses or all businesses, all businesses, 0.003% of businesses ever make it to a million dollars. So I can pat myself on the back. Yay, we did it. Right. Um my cleaning businesses, town of 30,000 people, well over a million bucks, right? Run rate at at our peak.

01:29:04 – 01:29:34
So before I started breaking up and selling things off. And so 99.97 of% of businesses don’t get there because they’ve never figured out the order of operations and the and the strategy and the science behind it all. Once they do though, once a business hits a million, the fact that it’s it’s like the the staggering the number of businesses that hit 10 million, 5 to 10 million, it’s it’s it’s like it’s like it it’s in the 30 to 40% range.

01:29:34 – 01:29:53
Why? because they figured stuff out that then is easy to now duplicate, replicate, buy the local maid service, buy the pressure washing guy out, expand, go town over, do this. We can now grow because we’ve figured this machine out. The hardest part is figuring it out. There’s the answer right there.

01:29:53 – 01:30:16
It’s already been figured out for you. Do you know it? You want to learn it? Reach out to us. Carpet cleanerarketing masters.com/scchedu. Let’s have a conversation. This isn’t a sales pitch. We consult. We do a deep dive. It’s about a thousand dollar value because we actually get information from you, do a competitive analysis, do a whole bunch of research, hop on a call, see what you’re looking to do.

01:30:16 – 01:31:16
You consult with me directly. We have that conversation. We set up the plan that you can implement on your own. If you need us to help you with some of it, we’ve got those tools. We’ve got the systems. We understand how to do it all for the cleaning industry. If you’ve got any friends in the cleaning industry that you think needs to know any of this information, should be jumping on the podcast, should be watching the videos, should be reaching out to us, put them in touch with us as well. That would be helpful. Our industry needs to upgrade before it implodes. Anyways, so let’s let’s get this all figured out. But carpet cleaner marketing masters.com/scchedu. Now you understand why conversion is the most important thing even if your traffic to your website is down. And AI has changed everything. how people interact, how people now ask questions, not keywords, how your website needs to be way more content heavy, way more nuanced, way more authentic, way more personal, way more converty, how your backend and your AI usage of that and and chatting and texting and and all that stuff needs to be way way more strategic. And you could spend all of

01:31:20 – 01:31:39
your time figuring that out and not actually doing your job as a business owner, which is out being authentic and meeting real people and making real connections. Or you could talk to somebody, hire somebody who knows how to do all of that and get that put in place and start working your way up that ladder so that it’s a done together sort of approach.

01:31:39 – 01:31:50
So anyways, that makes sense. Um, I think we covered a lot today and I’m going to let you guys go. 90 minutes, so not bad. And thanks so much for hopping on this call and we shall see you next time.