EP 418: Website Design & Conversion 101: 3 Steps to a High-Converting Lead Generation Hub w/ Motivated Leads

00:00:00:00 – 00:00:18:02

 Chad Keller

Yeah, I think a lot of it too, has to do with what your traffic sources, if you’re going SEO driven and you’re looking for those organic leads that are coming through Google, then you need to focus more. So on the whole entire website itself, that whole homepage, the story that it’s telling, as you said, Brady as well as the hero section.

00:00:18:02 – 00:00:37:08

 Chad Keller

The hero section is like what we call the hero section, is that main called action and the form up there, SEO traffic itself is more, as we said, like they’re organic. So the clicking past the ads, so they’re more likely to read through the website and want to go through that story. And it’s a high converting lead at that point.

00:00:42:07 – 00:00:57:07

Brady Winder

Hey friends, welcome back to the Characters podcast Meet Care.com, where we help investors and agents, small businesses of freedom in Impact. I’m your host, Brady Winder, and today I have with me Brian and Chad with motivated leads. Welcome back to the podcast, guys. How’s it going?

00:00:57:16 – 00:00:59:01

Bryan Driscoll

And thanks, fans. Good seeing you.

00:00:59:08 – 00:01:01:06

 Chad Keller

There, man. Appreciate it. Yeah, it’s been a while.

00:01:01:16 – 00:01:23:06

Brady Winder

Absolutely. It’s always a pleasure to have you guys back on the show. It’s going to be really good stuff today. Today, everyone, we’re talking about website design and conversion month. It’s website design and conversion month accurate. And so go to care.com slash convert to get all our best resources on design and conversion. But we’re talking about this episode is basically going to be your design and conversion 1 to 1.

00:01:23:06 – 00:01:39:03

Brady Winder

So if you haven’t set up a website before or maybe you’ve just set up your website, there’s going to be a lot of things you’re probably not thinking about related to design and conversion in there. And if you are thinking about some of the things like how do I customize my website, you might be not looking at them in the right light.

00:01:39:16 – 00:01:59:07

Brady Winder

A lot of people usually approach websites from a design first approach, and we’re going to talk about why it might be a little bit different and what ultimately what motivated sellers are looking for when they come to your website. What does that website need to look like to get you more leads and deals? So that’s going to be the subsumed the next episode Part two of Burning Chat.

00:01:59:07 – 00:02:20:12

Brady Winder

It’s going to be more of a two and we’re going to go deeper into psychology forms, colors. So the nitty gritty of what makes a website convert. Well, and then later this month we’re going to episode all about testimonials, how to get great testimonials with Keith Sands and Bo Hollis, who have a million testimonials. And they’re going to show you how they do it easily and how they use that to just crush their conversion.

00:02:21:03 – 00:02:36:07

Brady Winder

So go to care.com slash convert. But anyways, Brian Chad, tell us, for people who aren’t familiar with you as a motivator leads, tell us a little bit about what you guys how you guys got started in real estate, but more importantly, what are you guys doing for investors that makes you qualified to talk about design and conversion?

00:02:37:00 – 00:02:46:18

Bryan Driscoll

Yeah, sure thing. So we got we got involved in real estate, we got involved in digital marketing. I got in about 2005. Chad, would you say I like 2000? Tenant give or take?

00:02:47:11 – 00:02:51:19

 Chad Keller

Yeah, somewhere around there, like even like mail a little bit later than that. Got to 12 or so.

00:02:52:06 – 00:03:14:17

Bryan Driscoll

Yeah. And I was always CFO because Chad was Facebook focused. So we were always dealing with like large national companies. And then I bought my first rental property. I saw the wholesale FEMA, which is a man, is $15,000 to talk to Chad. I’m like, Hey, what do you say? Let’s let’s toss up a carrot website and just see what happens, See if we can get our own leads locally because we are used to doing like more national stuff and we crushed it.

00:03:15:08 – 00:03:24:04

Bryan Driscoll

So that’s where that’s where motivated leads came from. We’re like, There’s a big need in this space. So we came up with and that’s where motivated leads started. We started an agency.

00:03:25:01 – 00:03:45:04

 Chad Keller

You would think in this little local market you could spend the way you could spend with like bigger companies like Dish Network and all of this that we’re spending thousands a day with. I was like, Can these strategies apply to local markets? And that’s what we did in Pittsburgh and just took off for us getting more leads than we could handle.

00:03:46:15 – 00:03:55:05

Brady Winder

Interesting. Give me some I know what this is about design and conversion, but I wanted a little bit of context there. You didn’t think you could spend like you could spend. What was it like getting started?

00:03:56:14 – 00:04:21:03

 Chad Keller

I guess I’m just always used to handling like larger ad specs where you companies are spending ten $20,000 a day at times just really pumping a lot of leads because the national product might be a national TV service, cellphone service, car, whatever it may be. But those same strategies that we use there, actually, we applied them to a local market where you’re just targeting Pittsburgh, France.

00:04:21:03 – 00:04:39:14

 Chad Keller

It’s 25 mile radius or Allegheny County. And having those learnings and applying those to a local market for us was just like it just really took us out, blast us out of the gate and worked really well for us and we’re like, okay, there’s legs here. Like do this locally and start offering this out to other investors.

00:04:40:13 – 00:04:49:23

Brady Winder

Interesting. Yeah, I wouldn’t think that it would directly transfer over, but that’s cool. Yeah. Yes. Kind of accidentally stumbled upon wholesaling. I love how you saw the wholesaling fee to.

00:04:51:10 – 00:05:01:11

 Chad Keller

Buy was investing in real estate forever and I was always trying to get in on it and to beg them for a little bit, I was like, I’ll do anything and got me in on it. And then from there I was just like, Okay, this makes a lot of sense.

00:05:02:20 – 00:05:07:06

Brady Winder

That’s awesome. That’s cool. How many clients you guys have right now or how many how many markets you own?

00:05:07:23 – 00:05:08:21

Bryan Driscoll

By about 400.

00:05:09:08 – 00:05:17:05

Brady Winder

Okay, Nice, nice. See, as are all over the U.S. is have you guys, I imagine have a lot of data and insight into investors then probably a lot of other agencies.

00:05:17:20 – 00:05:32:09

Bryan Driscoll

We do yeah we have a lot of data because because we get to look at we only deal with real estate investors. So all of our ad spend is in one niche, which is awesome because on Google, Facebook, we get to see all that ad spend and all that data back and everybody gets to benefit from it.

00:05:32:23 – 00:05:51:05

Brady Winder

That’s awesome. That’s awesome. I will get into one of their note If you guys are new to the podcast and you haven’t heard or our past episodes of Brian and Chad, we did a series on Facebook ads a while back where we got really nitty gritty and we talk about some of that data that they have. So I go back, care to us Facebooking from the podcast series.

00:05:52:06 – 00:06:01:03

Brady Winder

But anyways, let’s kick it off. In simplest terms, what’s conversion? Why does it matter and how are you? How are you measuring it on your website?

00:06:01:18 – 00:06:21:20

Bryan Driscoll

Yeah, so there are a couple of things you look at with conversions. So I look at it, you have a conversion which is a lead. Somebody fills out a form on your website or calls you, you can call that a conversion and then you can look down the pipeline to like which it how many of those leads are actually booking appointments and how many those appointments are showing up and then contracts also.

00:06:22:08 – 00:06:39:04

Bryan Driscoll

And we like to look at that more more on a contract side, no deal side, and then look back at the sources and the forms and see which ones which sources are getting us contracts and which ones are getting us junky leads, like people that just aren’t serious. What do you think? You got anything on that chart?

00:06:39:14 – 00:06:55:17

 Chad Keller

Yeah, just as Brian said, like a very high level a lead, somebody that fills out a form on your website. But that doesn’t mean it’s a good lead. It could be a badly they might not answer the phone call or might never be able to get a hold of them. So like some people call that a conversion from a website standpoint, but they’re still conversions down the sales funnel as you go.

00:06:56:01 – 00:07:09:04

 Chad Keller

The idea is taking them from lead to sale or two contracts and and then that’s a true conversion. So when you look at it from a just a marketing standpoint, though, conversion to us is they fill out a form of the website, right?

00:07:09:09 – 00:07:28:01

Brady Winder

Okay, Yeah, that’s good contact. So overall the investor is focused on, you know, really visitor to close, you know, from cold to close for the sake of this conversation today, like Chad said, we’re looking at visitor to lead you know, going to the website and then they filled out a form where they interact with you in some way, shape or form.

00:07:28:01 – 00:07:51:14

Brady Winder

They’ve converted into a lead. So at a high level, you know, we’ve got three things that we believe makes a high converting and a beautiful website. Yet the structure you know, does it, does it flow well as laid out in the right order makes sense easy to navigate the story is telling the copy that’s on there in the speed so your structure story your speed what do you in your eyes what makes a high converting website?

00:07:51:14 – 00:07:52:10

Brady Winder

What have you found?

00:07:54:02 – 00:08:13:15

Bryan Driscoll

I found a couple of things. Number one, you have to get the right people to the website and if you get them there, the messaging. So the thing I like about Carrot is up in the hero section, you have a strong call to action and you make it really easy for people to fill out the form. So that’s one thing that helps out a lot when you think on that job.

00:08:14:02 – 00:08:32:05

 Chad Keller

Yeah, I think a lot of it too, has to do with what your traffic sources, If you’re going SEO driven and you’re looking for those organic leads that are coming through Google, then you need to focus more. So on the whole entire website itself, that whole homepage, the story that it’s telling, as you said, Brady as well as the hero section.

00:08:32:05 – 00:09:05:20

 Chad Keller

The hero section is what we call the hero section, is that main called action. And the form up there, SEO traffic itself is more, as we said, like they’re organic, so clicking past the ads, so they’re more likely to read through the website and want to go through that story. That’s a high converting lead at that point. Now, if you’re going like from a paid traffic standpoint where you’re Google ads, Facebook ads that that that seller themselves are going to act different, differently, Typically they’re searching directly, trying to find companies to buy their house fast or cash or whatever it may be.

00:09:05:20 – 00:09:24:10

 Chad Keller

So they don’t really care so much about the story, everything that’s behind it. And that hero section is going to be like your strongest point there where it has to have a strong call to action and a form up there. And it does that great because you used to perform up in two different steps, which allows you to capture that front end lead and then that backend information.

00:09:25:14 – 00:09:46:04

Brady Winder

That makes a lot of sense is helpful context to know where where the lead is coming from. It really affects how much or how little information you need on the website to convert them into a lead, what they might be looking for, what they don’t really care about. So as we get structure, story, speed, we’re kind of glossing over these because really, I mean, the truth is care does a lot of these out of the box for you.

00:09:47:08 – 00:10:05:08

Brady Winder

You know, that’s the beauty of care. It is. I intend for this to be a sales pitch. But basically you don’t need to worry about where does this page need to live, Where does that page need to live? How many paragraphs we need on that page? A lot of that is already built in for you, Brian and Chad as far as structure, as far as like tax forms.

00:10:05:08 – 00:10:14:18

Brady Winder

So let’s say from an SEO standpoint, is there anything you’re making sure is on the website or anything particular you’re looking at as far as flow of the website, do you want to see on there?

00:10:14:18 – 00:10:39:18

Bryan Driscoll

You know what they the carat sites come out pretty, pretty nice out of the box on the structure wise for SEO. Same with the content. One thing to talk to talk about different websites also carrot out of the box is comes out with all the different things built in right. I see a lot like we have a team that could build custom websites for us on all different platforms and it seems to convert really well and it’s really easy out of the box.

00:10:39:18 – 00:10:45:21

Bryan Driscoll

It has the about us, the testimonial section, the blogs, everything like that. So from the SEO standpoint, it works really well.

00:10:46:21 – 00:11:06:12

Brady Winder

Yeah, I was it’s kind of funny. Before we hit record, I was, you know, doing do my part for the podcast and I went to your guys website. Was it for one two houses dot com. This one is, you know so I was like oh you guys got a year conversion to then it’s it’s it’s basic looking like there’s so much more you can do as Karen you were saying little ads converting right now it’s doing the job.

00:11:07:13 – 00:11:26:08

Bryan Driscoll

Yeah you know what our our website is literally out of the box. I mean obviously we changed a lot of the content, things like that to rank for SEO purposes. But from the design side I look at because I deal with sellers when we’re buying properties and I try to think, okay, what what’s a seller looking for? They’re looking for somebody that’s local.

00:11:27:00 – 00:11:44:23

Bryan Driscoll

They can buy their house that doesn’t look like a big bank that’s going to compound them. So why would I want to make my website real fancy looking and intimidate people? They’re looking for a normal person. They have problems, they’re vulnerable. So that’s one thing I like about it. I didn’t change much on the design side and it converts like crazy.

00:11:46:16 – 00:11:52:12

Bryan Driscoll

So yeah, I mean, I recommend people check it out, do the same thing. Think about your audience, you know?

00:11:52:12 – 00:12:12:16

 Chad Keller

Yeah. If people that ask us that all the time is so content heavy, that site itself, like we have no testimonials or anything on there, but the content itself is. So it’s very granular when it gets down to the SEO, like the keywords behind everything, but it converts very well from a paid traffic standpoint too, because it’s just a direct message in the hero section with that form.

00:12:13:00 – 00:12:15:19

 Chad Keller

So it kind of does the best of both worlds for us.

00:12:16:13 – 00:12:37:12

Brady Winder

Okay, so I’ve built a number of websites for myself personally, both on like, you know, platforms like Wix and whatever, and I carried as well over the years. Chad, I can relate to you as you’re driven, seemed to be at least correct me if I’m wrong, driven by esthetic and really invested in the importance of branding and consistent branding over long term.

00:12:38:18 – 00:12:56:15

Brady Winder

Would you agree with the statement that most people design websites for themselves, like your average release investor agent? They’re they’re spending all this time customizing it, doing what they think is cool or important in their eyes. Do you think they’re doing that more for themselves than what their client is looking for?

00:12:57:14 – 00:13:16:16

 Chad Keller

Yeah, I would agree with that, and that’s fine if you want to go that route and you want to over design the website and have this beautiful looking site, but if you want leads at the end of the day and you want conversion, you should go conversion based website at that point where you can have that front end booking site that you might send.

00:13:16:22 – 00:13:36:23

 Chad Keller

If you’re talking to somebody somewhere or want to refer people to or post on Facebook yourself. Okay, I have that awesome site to send people to. But if you’re doing SEO, if you’re doing paper, click Facebook ads, all of that, you do need to think in a conversion type mindset to have that site and then put a conversion based website on a sub domain, whatever it may be.

00:13:37:08 – 00:13:52:11

 Chad Keller

And it doesn’t have to be your front facing website. If you care that much about your brand and everything which will carry weight over time, you can set it up that way. What you do. At the end of the day, it’s deals, it’s leads and deals and money that matters. So you should think that way.

00:13:52:23 – 00:14:06:09

Bryan Driscoll

Yeah, I think you’re right too. We did. I did this once, me and Chad, we did it with a postcard to not a website. And we made it what we thought would look fancy. And it was for us, like, what you’re talking about. We made it. Hey, here’s what we want to look at. And it was real fancy.

00:14:06:09 – 00:14:24:03

Bryan Driscoll

We sent it out and we got zero phone calls and then we sent yellow letters, which are ugly but effective. And we do get phone calls. So I think with websites also people have in their head what they want to be seen as versus what the sellers are looking for, and they design their website based on that versus what’s important.

00:14:24:12 – 00:14:49:13

Brady Winder

MM Yeah, it’s almost an identity thing. It’s like I want to be perceived this way and sort of like what’s going to, you know, what’s going to get the job done. It’s interesting. Yeah, well thanks for sharing. So we’ve talked about Carrot out of the box, we’ve talked about some of the like the, the most basic things that make I come to say when you launch your care website, the sort of things you need to address to really kind of boost your conversion and make it personalized on the first one is personalization.

00:14:49:13 – 00:15:14:12

Brady Winder

So your logo, your brand colors, so you can have a cohesive look and feel and have it set you apart. Second, and be localization. So making sure that you are local to your market. And then third, be credibility. So adding your first testimonials, let’s touch on these three real quick. So personalization logo and brand colors. Chad Brown What are you guys doing as far as personalization on your website?

00:15:15:12 – 00:15:34:21

Bryan Driscoll

So I’d say on personalization, let’s let’s talk about the logo, not not even looking at the design, but I get a lot of people come in that want to be known as like Pittsburgh Acquisitions LLC is their brand name versus something like Pittsburgh guys buy a house or something like that. So one thing to look at is same on a part.

00:15:34:22 – 00:15:48:06

Bryan Driscoll

Keeping on a personal level, think about your brand and logo the same way. What are people going to relate to that don’t make you look like a big conglomerate company, you know what I mean? What do you think on Chad? What do you think on the design? Like on logos?

00:15:48:06 – 00:16:07:04

 Chad Keller

Well, you look at it from like our brand, like for one or two houses locally, like around here in Pittsburgh, people wear 412 shirts, they wear 412 hats, 412 bumper stickers. Like everywhere it is like, you know what 412 is? And that’s why we picked 412 houses that were just like a local feel. Whereas like, you know, you’re like, Oh, you live in Pittsburgh.

00:16:07:05 – 00:16:20:20

 Chad Keller

Like, that’s just it’s a big thing here. But when you get down into like the logo and stuff, like, yeah, you should have something that like you want to represent, especially if this is like your full time, this is your business all in. You want to have something that you’re comfortable with, that you like, that you’re fine with promoting.

00:16:21:22 – 00:16:38:18

 Chad Keller

But at the end of the day, you don’t have to overthink it. Like it doesn’t have to be crazy professional, perfect. It’s not going to be the end all, be all to if somebody fills out a form on your site or not. We’ve had a site with no logos and they’ve convert it so that that’s just something to keep in mind.

00:16:39:14 – 00:16:47:15

Brady Winder

Here’s the real question How serious does every real estate investor have to have some shape of a house inside their logo? I don’t know if I’ve ever seen one that doesn’t.

00:16:48:15 – 00:16:53:20

Bryan Driscoll

Yeah, there’s usually always I don’t know if the I don’t know if you have to. There’s usually always some resemblance of a house in there though.

00:16:54:03 – 00:16:55:03

Brady Winder

There’s always a house in there.

00:16:55:09 – 00:16:56:11

Bryan Driscoll

Yeah. Or at least a roof.

00:16:57:02 – 00:17:00:05

Brady Winder

Yeah. You get the roof. The roof or, like, the end of a key or something.

00:17:00:11 – 00:17:02:11

 Chad Keller

Yeah, and there’s more about that. Yeah, that’s true though.

00:17:02:16 – 00:17:23:06

Brady Winder

Every single one. Okay. So personalization, we’ve talked about logo brand colors. Any thoughts on you know, this is I can’t figure this is design in conversion any thoughts on colors in general just at a high level. I know these are the things that, you know, they seem really simple. Some of us don’t think about them at all, but some people will.

00:17:23:18 – 00:17:33:07

Brady Winder

I’m probably one of those people will just like, rack their brain on for days. Like I have to get the perfect color. Any specific colors you see converting well or just feeling right for our industry?

00:17:33:15 – 00:17:53:11

Bryan Driscoll

You know what? This is funny. You bring this up because Chad and I talk about this and we disagree. We agree to disagree sometimes on colors. So my opinion on colors are, especially with ads when you’re doing paid marketing to, I think the brighter colors, things like that, like a blue in an orange convertible. Well, it looks good.

00:17:53:11 – 00:18:14:17

Bryan Driscoll

You can have orange CDs. They call it actions. I look at that just because I’ve been in this a long time. They said back when I back in research, eBay uses blue for buttons. Amazon are not blue. They use the orange for buttons. Amazon uses the orange. And there have been tests studied that say that those specific colors make people more likely to click.

00:18:14:17 – 00:18:25:10

Bryan Driscoll

But that’s it. That’s just my opinion. I like the brighter colors things like that that are totally a contrast to your website color for your call to actions. And then Chad can give you his $0.02 on color is also.

00:18:25:14 – 00:18:40:00

Brady Winder

One that is before your show. That is, you know, it is not just your opinion, but that’s what we found, that care. We’ve tested, you know, button colors, you know, numerous times over the years. And that’s what we found accurate as well. Want it needs to be separate from your your brand, the look and feel of the entire website.

00:18:40:00 – 00:18:47:07

Brady Winder

It’s not supposed to be blending in with your logo and the other elements that you called action button really does need to pop out. It’s usually orange.

00:18:48:02 – 00:19:09:08

 Chad Keller

Yeah yeah. No, I agree with that. Like especially on CTAs and everything, but you should have like complementary colors to one another. You shouldn’t really go really out of the box just because you like green and red or green. And I don’t know, I can’t say off the top of my head what our complementary colors are one another, but we’ve had people come to us with stuff like Brown and Purple or something and that’s just like completely like, Hey, guys, like this rough.

00:19:09:08 – 00:19:28:19

 Chad Keller

This really does not look good. Like, would you mind if we change this? So, like, if you really don’t care at all, I would just like Google, like what our complementary colors are. What are some color palettes that work together and just pick one of those and work off of that. But again, don’t overthink it. It’s just, yeah, on some stuff it’s particular.

00:19:28:19 – 00:19:37:08

 Chad Keller

It’s personal preference too. Like even on maternity leave, how we are just with our new brand and stuff from product with personal preference and bright eyes.

00:19:38:04 – 00:19:38:12

Brady Winder

Yeah.

00:19:39:01 – 00:19:56:15

Bryan Driscoll

Brady 1 to 2 that you can look at is really easy for people. If you Google color, we’ll it’ll bring up a circle with all the colors and if you make a peace symbol, use it like if you pick your dominant color, if you like, say you come down and get a piece on a circle. Those those two other colors, we usually compliment the main one.

00:19:57:10 – 00:20:14:21

Brady Winder

Oh, gotcha. Yeah. I think actually another you mentioned and I think Adobe has a tool. If we find it, I’ll put it in the show notes. But if you Google like Adobe color, we’ll actually it’ll, you know, you can say here’s my favorite color. And then here are the five complementary colors that go with it so you don’t have to rack your brain on like hit up all your interior designer friends.

00:20:14:21 – 00:20:34:16

Brady Winder

Hey, would you know my favorite color is dark purple? Chad, what goes wrong with this? Wolf is dark purple. Nothing. Start over. Don’t make a dark purple website, please. Anyways, enough about colors. The point is, don’t overthink it. Choose good looking colors. You know, get some feedback from a few friends, people in the industry. Hey, how does this look?

00:20:34:18 – 00:20:36:16

Brady Winder

Does this feel good to you? The easy to navigate.

00:20:37:08 – 00:20:50:21

 Chad Keller

Another easy way to think about it too, is that if you really don’t care, we did, for one, do houses, black and gold. The Pittsburgh Steelers are black gold. Pittsburgh Penguins are black and gold. Pirates are black and gold. So it’s a localized color that a lot of people recognize.

00:20:51:18 – 00:21:07:17

Brady Winder

Yeah, that’s a good point. And that’s huge to think about. Like what is it makes it so much easier. Like what does the city love? You know, I grew up in San Antonio, so I can relate to that because it’s like, you know, everywhere, you know, everybody’s just repping the two around. It’s like two or no, you know, in San Antonio and it’s like San Antonio Spurs.

00:21:07:17 – 00:21:25:10

Brady Winder

I mean, I think a black and silver now black and white. But back in the day, or maybe the change back, it was like the teal and the orange and then the like, the pink fuchsia, like fiesta colors. And like that was the theme for the city. Like, everybody knows those, like that weird combination of three colors. And it does really well.

00:21:26:15 – 00:21:31:11

Bryan Driscoll

Yeah, yeah. And that connection too, because it makes, you know, it makes them know you’re local when you get it.

00:21:32:03 – 00:21:50:19

Brady Winder

Yeah, exactly. Next point localization. Anything else you guys are, are doing as far as copy. Anything you’re changing on a care website out of the box to tell people hey we’re local you know so they may have seen your for one to they’ve seen the black and gold maybe they’ve read your about page anything else you’re doing to say, hey we’re local guys.

00:21:51:08 – 00:22:09:06

Bryan Driscoll

This isn’t really on conversion, but we’ll go in and build a lot of city pages that just for SEO presence, things like that, which we can talk about the different time. But I would go in and put like on your about us page right that out put pictures of your family or pictures of you things like that on the about page.

00:22:09:14 – 00:22:33:11

Bryan Driscoll

Same. If you have testimonials, toss a minor like we don’t have one for one two houses we we break convert better if we did more like the shoemakers with holes in our shoes sometimes. Right. But on your website put those testimonials and things like that too and just make it personalized just so there’s a part because there’s so many it has a lot of a lot of investors use carrot make your is different make them know that you’re the person behind it.

00:22:34:06 – 00:22:50:23

 Chad Keller

Yeah the clients that do make them more personalize or show off their family and are comfortable with that and things. It seems like they do get a better response as far as like feedback even on ads and stuff where you see that just our industry in general, people are always saying, are you guys are trying to steal our house from us or do this or do that?

00:22:51:04 – 00:22:57:13

 Chad Keller

But if you push a family out there and take it as more of like a that type of approach, they don’t seem to get as much negative feedback.

00:22:58:09 – 00:23:24:10

Brady Winder

Yeah, absolutely. You know, we had a Daniel Kang on the podcast recently talking about SEO and is crashing in Hawaii. I can’t remember where in Hawaii. Anyways, he’s got one of the best about pages I’ve seen for a care website. I mean just one of the best about pages I’ve seen in general. And he did something really interesting as he put himself his spouse or his partner, and then his entire team on the page where most people are like, Oh, was just it’s just me.

00:23:24:10 – 00:23:42:06

Brady Winder

I’m just the guy buying houses. But he put everybody, you know, all the way down to Vas like, you know, beautiful headshot and then a bio and it’s like, this is a team effort. And it just it made it so much more personable and that much more credible, especially, you know, in Hawaii, where there’s a higher trust factor is needed.

00:23:42:09 – 00:23:43:23

Brady Winder

You know, you really need to be local.

00:23:44:16 – 00:24:01:02

Bryan Driscoll

Yeah. Hey, Brady, you know what? That just made me think on your thank you page on a care website, Toss a video on there. Hey, thanks for filling out a form. Here’s what to expect next. And then go out through it. Someone’s going be giving you a call and here’s what here we’re going to come out and give you an offer.

00:24:01:02 – 00:24:03:17

Bryan Driscoll

Things like that also are really good on that side.

00:24:04:08 – 00:24:17:04

Brady Winder

That’s a great too. Those are great tips. And so through and I don’t mean I mean that’s something it’s like it’s funny it’s e-commerce like standard practice or like online marketing standard practices. But I don’t think you see many people doing that in our space now.

00:24:17:04 – 00:24:30:15

Bryan Driscoll

You don’t. And it and it helps because like you figure they’re filling out five different a lot of these sellers they’re on Google pay per click just go into people’s websites. But if they see you and then they see your website, you’re real person. And then after it’s like, Hey, you know what? Thanks for filling out a form.

00:24:30:15 – 00:24:40:15

Bryan Driscoll

Here’s a here’s what we’re going to do. You expect a call from us? We’re going to ask you some questions and then if it’s a fit, we’re going to come meet with you. It lays out the objections and it puts their guard down when you do end up talking to them.

00:24:41:19 – 00:25:18:03

Brady Winder

I love that. That’s a good tip, man. I guess we talked about personalization, localization, credibility. We talked about adding some of those first testimonials and help increase conversion. A couple more things and we’re going to wrap it up and then we’ll move on to part two next week. But we kind of touch on this in the beginning, but any other considerations you guys would make as far as when you’re when you’re changing up your website, when you’re getting traffic from paid ads versus organic SEO, what needs to be different in simple terms?

00:25:18:16 – 00:25:43:02

Bryan Driscoll

Okay, so the SEO has to be optimized content to rank, right? So they’re usually more content heavy, longer pages. You still want to format them, not like you’re just paste on a word document onto a page, but format them. But they’re going to be really content heavy with paid ads. You don’t you don’t really need to like you need to have content and things on there for quality score on Google for paper click, but not so much.

00:25:43:02 – 00:26:04:03

Bryan Driscoll

So you need to have those really call to action direct. So it’s two different audiences. And so SEO, you’re trying to have the search engine understand what the page is about. You need the content paid ads. You don’t. You need to have hard call to action right at the beginning. People have to understand exactly what your website is about within one second, and then you can sell reasons underneath it.

00:26:04:03 – 00:26:05:20

Bryan Driscoll

But it has to be like super fast.

00:26:07:07 – 00:26:24:12

 Chad Keller

You’ll get a client today that actually asked me about what we’re offering. Does different display methods now where we can list we’re going to do innovations, we’re going to do this, can we lay that out on the site or in the hero section? And somehow I’m like here and confuse them. Like they just want to know, can you buy their house fast?

00:26:24:12 – 00:26:43:05

 Chad Keller

Can you buy it for cash? We get it quick, whatever it may be, like just a one liner. You don’t want to put that all in the hero section, especially on paid traffic when they’re trying to figure out like, well, do they do this or they do that or they do it all, Like you can really confuse a seller at that point, especially when they’re desperate, stressed or whatever it may be situation there.

00:26:43:05 – 00:27:05:18

Bryan Driscoll

And yeah, you do want to keep it simple. And that brings up a good point to say. You’re say you’re targeting specific types of things like inherited homes. You can have one specific landing page. We buy inherited homes fast or so your inherited home fast. Have the messaging really clear. If you want to have five different things, make five different landing pages and send different traffic to them that are relevant.

00:27:06:07 – 00:27:25:06

Brady Winder

MM Yeah, that makes a lot of sense. There was actually actually a thread going on internally here with the care team about I think a couple of members had burst the topic of Hey, what about a, what about a website template for creative finance? And so was this conversation of like would it confuse them? Is it too much?

00:27:25:06 – 00:27:41:05

Brady Winder

Do you save that for the closing table or do you save that for the the seller format? And so it sounds like I mean, that’s kind of the direction we were leaning, but it’s like, well, maybe not necessarily what you would lead with, but something you keep in your back pocket to help close the deal, if that makes sense.

00:27:41:17 – 00:27:50:00

Bryan Driscoll

Right? Yeah, because the seller doesn’t know what creative financing is. They just want to sell their house. They’re just looking for can you buy? They don’t care which which way, like how you do it.

00:27:50:10 – 00:27:53:19

Brady Winder

Yeah. Yeah. That term is definitely going to. That’s going to confuse them.

00:27:54:05 – 00:27:56:11

Bryan Driscoll

Yeah.

00:27:56:11 – 00:28:13:02

Brady Winder

Cool. One more question here. Well we’ll wrap it up and we might dive deeper into this in the next episode, but anything you’re doing to make sure your site converts well on mobile, it’s funny, even just me phrasing the question this way because it’s mobile is the majority now, But anything there.

00:28:13:22 – 00:28:34:04

Bryan Driscoll

You know what Carrot? Carrot does a pretty good job on mobile. We did something in to see Yes, we want the form to be in like on your phone. We want the form to populate right at the top. So we were able to actually remove some of the text on mobile. It’s above the form to pull it up so that they can see sell your house fast and then the form is right there without scrolling.

00:28:34:18 – 00:28:41:23

Brady Winder

Mm. Yeah, it’s a good tip. Have you guys done any to send that to see. Is it converting better or is it more of just a gut feel now.

00:28:42:06 – 00:28:43:02

Bryan Driscoll

It converts better.

00:28:43:08 – 00:28:47:17

 Chad Keller

Yeah. It’s actually something we tried to do for like all clients because they actually convert converted so much better for us.

00:28:48:06 – 00:28:50:17

Brady Winder

Well, sorry for making you spill your secrets on the podcast.

00:28:51:04 – 00:29:06:02

Bryan Driscoll

You know what? We actually just did a test with Carrot about a little ways back, testing different things on the landing pages, which we can go into as well if we want on the next episode. But yeah, we spent all, we sent a lot of traffic with different landing pages and test all kinds of different stuff, which is cool.

00:29:06:18 – 00:29:28:16

Brady Winder

Awesome. That’s the perfect cliffhanger. We’re going to just Netflix, you guys. It’s a perfect cliffhanger For the next episode. We’re going to talk about get a little bit nerdier, a little more nitty gritty, and what some of those tests are that you guys, these guys have ran. That’s about it. For this one, make sure to go to Care.com site convert to get all of our guides and best practices or checklists or other podcasts on what set design and conversion.

00:29:29:08 – 00:29:48:21

Brady Winder

If you guys want to work with Brian and Chad, you can tell just from this conversation they know what they’re doing. They’re 100% working with real estate investors, getting motivated seller leads. That’s why their business name is going to be Liz. And it was. If you want to work with them, go to Marketplace dot Care.com. If you’re a care member or just search motivator, please on Google and you will find them.

00:29:49:01 – 00:30:28:07

Brady Winder

The proof is in the pudding. If you’re looking for more of a done with you option, if you’re like, Hey, this is really cool and you want to work with the care team to do your SEO and do a lot of the other stuff and go to Care.com slash authority and check out our authority leader plan. But anyways, join us for part two next week and we will see you guys later.