Call Inquiry Tracking For Landscaping Companies

What Happens When You Don’t Use Call Tracking

We’ve just provided a brief overview of the customer journey from initial search on Google, to discovery of your company and brand, through their website user experience and right up to the point of their phone call. 

Only 2 Ways to Call:

There are only 2 methods with which this potential customer is going to call you:

1. They’ll click on your phone number link (that is, if it’s hyperlinked). This is more likely to happen on mobile – especially if you have a solid mobile version of your website with strong phone number CTAs (call-to-action buttons).

2. They’ll just dial the phone number they see on your website into their phone. No clicking needed.

Not Using Any Analytics Whatsoever:

If you’re not using any form of tracking or analytics this is where the trail will go cold. You won’t be able to track where this customer came from. 

For instance, if this potential customer turns into a qualified lead (that is, they are interested in a service that you offer and located in your local service area) and convert to a paying client, you won’t be able to evaluate which marketing source, campaign, keywords, messaging led them to you. This is a big problem.

Perhaps you can do a little qualitative digging over the phone or through a survey asking where they heard about you, but they’re more than likely to simply say “the internet” or “online” and give you very little else in the way of context and detail. 

Furthermore, you won’t be able to establish return on investment for your marketing channels and campaigns. Sure, you can look back and see which clients purchased a service at which time but how effective was your organic SEO work vs. paid campaigns? What % of clients are coming from your traditional marketing efforts? Are your email marketing campaigns or retargeting efforts producing quality call leads. These questions remain unanswered and you’ll struggle to improve your marketing performance over time. 

Using Standard Analytics but Not Call Tracking:

If you’re only using basic analytics (example, you have Google Analytics set up) but not utilizing call tracking you’re still only 10% of the way there. 

Most generalist marketing agencies will typically not stress the importance of call tracking. They also likely will not have customized and proven systems and strategies in place to deploy and measure landscaping company call inquiries. 

This is because most generalist agencies work with a wide range of service and non-service based businesses, where phone call inquiries might not be an important lead. Even if a marketing agency specializes in digital marketing for home services companies, they still might not have the correct call tracking systems in place as they simply might not use call tracking or don’t have it configured specifically for landscaping companies (which have several key distinctions from other home services companies such as their wide range of service value, recurring services, & seasonality).

For these agencies that don’t implement call tracking, but DO implement basic analytics (such as Google Analytics) they will miss measuring 2 important things:

1. They won’t be able to track any calls that don’t occur through clicking a phone number link. If someone actually clicks on the phone number button or link they CAN track this. However, if someone doesn’t click the link, but simply enters the phone number in their phone, they’ll be totally out of luck. Through our experience with landscaping companies this is what happens the majority of the time!

2. Even if they do track the phone calls that begin with a phone call button click, they have no way of knowing if the click led to an actual completed call, what that call was about, if the call was a quality lead and if that lead resulted in revenue and profit. They are optimizing their marketing efforts to produce phone call button clicks instead of quality phone calls from potential customers that result in sales, revenue and profit.