How Kansas Fence Co., Inc. Could Increase Sales By 40%

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Let me guess.

You would REALLY like it if YOUR business name and your website were #1 on Google and not some other company whenever anyone searched for anything related to fencing in Wichita.

This guide will show you how to fix that!

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This one difference could mean HUNDREDS of additional phone calls a month.

Step-by-step guide to increase the website traffic, online visibility and Google rankings for Kansas Fence Co., Inc.

As a side note, when I searched for your business name, I saw that both “White Bird” and “J and J Fence” are spending money on paid ads that are targeting your business name!

 

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#1 – Your Profile on Google

Of course, when it comes to having a clear, strong presence on the web, the first place to start is your Google profile.

Is it complete?

Claimed?

Verified?

Are there good photos added?

Recent posts?

Videos?

Have you listed your hours of operation?

These all make it easy for Google to “see” who you are, what you do, and why you deserve to be #1.

When somebody finds Kansas Fence Company on Google, the red box below is often the “face” of your business.

While the photos there now aren’t “bad,” with your long history in Wichita, I am sure we could do better at capturing WHY people should give Kansas Fence their business!

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Photos currently on your Google profile:

 

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Here is an excellent example of one company right here in Wichita we have worked with and their profile on Google:

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Their 105 photos really help to show off not only their history but also their big team of people who all have a great deal of experience at killing pests!

 

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#2 – Website feedback

Your website is good, clean, and easy to navigate. However, the content is VERY thin, and that’s making it hard for you to rank on Google.

There is one concept that would make an ENORMOUS impact for any fencing company in Wichita. It’s called the “long tail of search.”

Think about where most searches begin.

Just within the last week, the following happened to me:

  • My pool cover wouldn’t open, so I Googled “pool cover won’t open” in hopes of finding some shortcut or trick that would save me from having the pool guy come out for $100. I’m not going to START with the pool guy. That’s where I turn when I can’t figure it out myself.
  • My wife said that water was collecting in the bottom of the dishwasher. I Googled “water collecting in the dishwasher.” I didn’t START with a plumber!

If you search Google for “long tail of search,” you will find an image that looks like this:

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There are 232 MILLION pages on that subject!

Then click “images”:

 

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You will find about a million similar to this one:

 

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This applies to ALL industries and businesses.

For your purposes, “fencing” gets a TON of searches but without any intent. There are potential customers, yes, but there are also people looking for a job in the fencing industry, marketers looking for companies to reach out to, temp agencies, distributors, and competitors. While being #1 for “fencing” may SEEM great, the real value is in the “long tail.”

That’s where SEVENTY percent of ALL searches are!

This is where your experience and knowledge come in! You know your customers, what’s important to them, what questions they ask, what they really care about (and don’t).

This is a low hanging fruit, and you can crush your competition because this is a fight that NOBODY ELSE IS FIGHTING.

For example, if I search for “how long does a privacy fence last?” this is what I find:

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There’s not a SINGLE local company!

Fencesupplyinc.com

City-data.com

Buzzfence.com

Hgtv.com

Hearsay.com

http://www.bakkerconstruction.com/four-steps-to-a-strong-and-long-lasting-wood-fence – This is a construction company in CALIFORNIA with a post on their site from 2006 for goodness sake!

Doityourself.com

Fencesupplyonline.com

 

 

Let’s take a look back at your site. This is an example of a low hanging fruit. With pages this thin, traffic is just skipping you by with any search related to fencing.

http://www.kansasfence.com/products/chain-link.php

 

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If you hover your mouse over any of the images on your site, a small box will appear. That’s called the “alt tag,” which is a fancy way to say the description of the image.

http://www.kansasfence.com/products/chain-link.php

 

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For example, just putting “chain link fence” on all the alt tags isn’t helping Google see that you REALLY are a reputable fencing company. Maybe Market Hardware just built you a website and aren’t doing any actual marketing. If they are, they are doing a poor job.

A few articles about ALT TEXT:

https://support.google.com/webmasters/answer/114016?hl=en

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#4 – Reviews

Reviews are invaluable to today’s service-oriented businesses, so it’s hard to overstate just how important this section is!

Customers are becoming increasingly reliant on reviews before making a buying decision!

Facebook and Google are constantly encouraging their users to review businesses they visit and even become “local guides.”

It’s a ranking factor to Google, which means it can impact the amount of traffic a website receives and, ultimately, how many phone calls you receive.

Currently, you have 0 reviews on Google:

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You also have a total of 2 reviews on sites like Facebook and Yellow Bot.

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We have had tremendous success helping clients collect reviews and would love to share some success stories in this area!

 

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#5 – About Page

Your “About” page is INCREDIBLY important not only to Google but to your potential customers as well.

This is where you get to show off “the good stuff.”

What goes on behind the scenes

What makes your team or company great.

Your personality.

Your commitment to excellence.

Community involvement.

The “heart” of your business.

 

 

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People are suckers for a good story (we all are) – https://apexfencecompany.com

 

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Almost without fail, the ABOUT page is the HIGHEST viewed page on almost all our clients’ sites.

We have gotten fantastic results by personalizing this page with a “real” person in your actual business so potential customers can see and feel the connection necessary to do business with you.

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Personally, I would remove the Facebook icon on your homepage. Anyone who clicks this looking for pictures of your team, examples of your work, or community involvement will only see a post from August, 2015.

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#6 – N.A.P.

N.A.P. stands for “name, address, phone number.”

The more consistent the NAP is for your business, the better you will rank, the more traffic you will get, and the more your phone will ring.

It is an extremely important (fundamental) key to ranking well on Google. Remember, it’s a game of TRUST. Google needs to trust that Kansas Fence Co., Inc. is VERY good at wood privacy, vinyl & plastic, chain link, ornamental and automatic gates.

This STARTS with making sure your name, address and phone are on EVERY page of your website – especially the contact page.

Currently, your address is not on the homepage of your site.

 

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#7 – Content

If you were to search Google for the phrase, “content is king,” this is what you would find:

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There are OVER 2 BILLION pages on that subject. If our mission is to be #1 on Google, then it’s vital that the content on your website (text, images, video) references who you serve, what you do, and why you are great.

In your case, I would imagine content related to “what will different kinds of fencing cost?” would be important because I know that’s a BIG thing your customers care about.

 

If getting big fencing jobs in other states is a priority for Kansas Fence, I would love to dive deeper and show you how you could do this!

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#8 – Backlinks

 

Backlinks are a VERY important factor in determining which fencing company shows up at the top of Google. A backlink is anything you click on website B that takes you to YOUR website. In other words, that site is “linking” to you.

I will explain it this way:

Let’s say Kansas Fence Co., Inc. sponsored an event for Riverfest this coming year. You also donated some money to Wingnuts in exchange for a banner and your name being announced between innings, and you also said something great about Matthew (the guy who created this case study).

In exchange for you doing these three things, this is what happened:

The folks at Riverfest added you to the bottom of their website as a sponsor.

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Wingnuts did the same thing.

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I love adding new testimonials to my site and always link back to the person who said something nice. This provides “proof” the testimonial is real and helps whoever gave it to me.

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If anybody were to click your logo on the Riverfest or Wingnuts website, or your business name on my site, your website would open in a new tab of their browser. Those are considered “links” to Google.

To Google, links are basically votes of confidence. The more relevant, authoritative, and local links you have, the “stronger” your website is considered. Links are all about QUALITY – NOT QUANTITY.

 

Here is another example of a backlink in action. The company who built your website has a link from your site to theirs. Personally, I think this should be your address and contact info, but this is standard practice for these companies.

 

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Using a powerful tool called Ahrefs, we can see how “strong” your domain is, how many links you have, and a number of other important stats about your online presence.

 

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  • DR is your “domain rating,” or how strong and authoritative the kansasfence.com domain is. A score of 1.8 lets us know that something’s preventing your website from having almost any trust. This could be toxic links from other websites pointing to your site, or technical issues preventing Google from crawling your site.

 

  • Backlinks refers to how many times other websites point to the kansasfence.com domain.

 

  • Referring domain refers to how many individual domains or websites are linking to you. For example, you could have dozens of links pointing to your website all from the same domain, such as an industry association.

 

  • Organic keywords refer to how many keywords you are currently ranking for. Keywords are simply what word or words people are typing into Google that lead them to your website.

Figuring out WHY your DR (domain rating) is so low would be my top priority. That alone is costing you hundreds of visits.

To put it in perspective, here are some other fencing companies:

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To summarize, here are how all the different fencing companies compare to each other:

 

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This is a MASSIVE opportunity, and I guarantee it would pay off BIG TIME for the fencing company that pursues it. Backlinks are the single MOST powerful ranking factor there is!

Nobody in Wichita is doing well in this area!

 

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#9 – Citations

A citation is simply any mention of your business name, address and phone number anywhere across the web (with or without a link back to your site). The most common sources of citations are the thousands of directories that all claim to have just thousands of leads just dying to do business with you (complete BS).

Citations are important to your rankings, traffic, and ultimately phone calls because Google is looking for CONSISTENCY among the hundreds (sometimes thousands) of references to your business.

If business A tells Google that they are located at 123 N. Main in Wichita, KS., and there are 80 references of them being on Washington, and 30 on Crestway, and 40 more on Main but with a different phone number – this doesn’t inspire much confidence that this is a reputable business doing what they say.

Currently, Kansas Fence Co., Inc. has a citation score of 22/100. This is how many citations through the top directories are complete and accurate.

Only 2 of the top citations are correct and 9 have errors (both of these numbers are very low, and we would need to fix errors).

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#10 – Call to Action

My final point is something that is missing from so many websites today!

A clear, friendly invitation to REACH OUT! We need a strong “What’s next?”

A powerful Call to Action is important because it allows us to measure what percentage of your visitors are going to the contact page. How many are going past the first page? How many are looking at your photos or recent jobs?

We can’t determine success if we don’t have a way to measure it!

Examples from fencing companies:

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So, who am I and how do I know we can help you?

Back in 2010, I owned a local service business right here in Wichita. I hired several companies to help us come up high on Google and might as well have been throwing my money out the window. I got fed up and spent months figuring out how to do it myself. I applied what I learned to my business’s website and managed to increase our sales by almost 40% a year for the next 3 years in a row – while spending less and less on “traditional” advertising. That led to helping a couple friends and eventually getting out of the party rental business and into helping local service businesses, like yours, make the phone ring.

Today, I run an exclusive agency right here in Wichita. I say exclusive because we only work with clients that are a great fit, and we only work with ten clients at a time. Our clients aren’t just a number to us.

Wichita companies I’ve worked with include Autocraft, Fenix Heating & Air, Patton Termite & Pest, Cambridge Family Dentistry, Treescapes, Hanna Heating and Cooling, US Logo, Overhead Garage Door, Decker Electric, and Trinity Rental.

I have also presented to hundreds of business owners at Million Cups, WSU, Center for Entrepreneurship, Chamber of Commerce, Kansas Family Business Forum.

Read more about us here.

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LET’S CHAT

I get it. You could care less about links, citations, useful content or any of this. (None of our clients do.) You want the phone to RING. You know the web is important and you need somebody smart, that you trust, to help carry the ball and make things happen.

That’s what we do.

We only work with ten clients at a time and are very selective. We don’t do cookie cutter solutions or surface work. We dig deep and make things happen for our clients.

If you would like to have a chat and see if we are a good fit, you can reach me at 316-312-8181 or localseo@matthewrupp.com

Have a fantastic day!

 

Matthew

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