The quality of leads coming in through web forms and direct enquiries can be hard to predict and improve. Much effort is spent increasing the volume of enquiries coming in. But the quality of those leads is more difficult to assess and, therefore, often neglected.

Standing Man has been working with Novascape Landscaping to improve the quality of enquiries coming in by creating content (information) that directly addresses the most common questions that prospects ask.

Beat ‘em to the Punch

Having grown successfully in the landscaping industry over the last 10 years, Novascape’s people have learnt a lot about what worries clients before, during and after their landscaping projects.

One area of particular concern occurs around council approvals for retaining walls. Many prospects would like to have retaining walls built but do not know if they need council approval, how to get it or what that involves.

We identified that Novascape had a great opportunity to answer peoples questions around retaining walls, create a new service for clients and further improve internet search engine rankings through doing so.

The Retaining Walls Page

Standing Man worked with Novascape’s estimators to compile answers to the most common questions about retaining walls.

We then created a new page on the Novascape website with information, links to further information and price indicators for things like material types and wall types.

Take a look here.

We added a ‘Retaining Walls’ feature on the homepage and also promote this page extensively through social media.

We also created a new enquiry form that allows prospects to submit a retaining wall specific enquiry based on the information provided on that page. This means that once prospects have found the answers to their questions they can submit an enquiry immediately.

Improved Lead Quality

By providing all relevant information and an enquiry form on the same page, users are able to refer back to the information while answering the detailed questions provided in the enquiry form. This layout is designed to improve the quality of enquiries by building a prospect’s understanding before they make an enquiry.

Increased Lead Value

Although this is a new lead source, it appears that retaining wall specific leads are leading to Novascape carrying out retaining wall jobs of higher value. This is something Standing Man continues to monitor.

Improved Search Engine Rankings

In creating content that relates specifically to retaining walls, Novascape will improve their internet search engine rankings for those keywords. This helps them get to position one in search results when users enter ‘retaining wall’.

Providing a great service

By sharing information that is useful, relevant and timely to prospects interested in retaining walls, Novascape demonstrates honesty, expertise and willingness to help. And that helps them win business.