This morning, I embarked on setting up a new campaign for a building inspector. This campaign has been in preparation for quite some time. I acquired a few domains in the building inspection space about a year ago, anticipating this very moment. If you've watched any of my previous videos, you know I build numerous personal websites, often called "rank and rent" websites. These websites help generate leads, attract traffic, push competitors down the search page, and build listicle posts, effectively allowing me to test the waters for potential client campaigns.
Preparation and Strategy
We are now kicking off a new campaign for a client, and I already have two of my websites marinating through the ranks. I've assessed the market entry cost, and a sensible starting point for this client is a Google Ad campaign. We're seeing cost-per-click estimates at around $10, though Google suggests $2 to $3. We all know that Google often charges higher prices for the actual keywords that matter. Our Google Ad landing page is under construction and nearly complete.
Client Interview and Unique Selling Points
The first step was meeting with the client and recording an interview to understand their business and background. This client has been a registered builder for 14 years and has built over 50 homes, which is a significant advantage. Many building inspectors lack actual building experience; they follow a checklist. However, my client's extensive experience in building homes gives him a substantial edge. His strong Russian accent, which might seem like a disadvantage initially, actually works in his favour, showcasing his passion and dedication to his work.
Building the Campaign
The interview allowed me to gather extensive information about the client's services, typical issues encountered during inspections, and the value they offer. This in-depth understanding enabled me to create a compelling landing page that highlights the client's personalized approach. Unlike larger companies with numerous inspectors, my client offers direct access to the business owner, who also performs the inspections. This personal touch is a significant selling point.
We've prepared over a hundred guide-like blogs, which will serve as guest posts and backlinks for the main SEO campaign, benefiting both my websites and the client's campaign. By building a micro monopoly in this niche, we've set a strong foundation for success.
Reviews and Trust Building
The client has embraced collecting reviews via product and Google reviews, which we've integrated into the homepage, landing pages, and a dedicated testimonials page. Additionally, I transcribed an hour-long video of an actual inspection, providing valuable content for a high-quality "About Us" page. This page is crucial as Google increasingly values real brands with genuine experiences over lifeless AI content.
Crafting an Effective About Us Page
One key aspect of our strategy was creating an effective About Us page. Given Google's emphasis on authentic, high-quality content, we focused on highlighting the client's real-world experience and personal story. This helps to differentiate the client from competitors and build trust with potential customers. We emphasized his 14 years of experience and the 50 homes he has built, contrasting this with the typical building inspectors who may need more hands-on building experience.
Importance of Quality and Personal Touch
My client's personalized approach stands out in a market often dominated by larger companies with many inspectors. My client's ability to provide direct, hands-on service is a huge asset. This personal touch is highlighted on the landing page and in the detailed content we've prepared. This approach ensures that potential clients see the value in choosing a smaller, dedicated service over a larger, impersonal one.
Leveraging Reviews for Trust and Credibility
We leveraged existing Google reviews and product reviews to build trust and credibility. These reviews were prominently displayed on the homepage, landing pages, and a dedicated testimonials page. This strategy enhances the client's online presence and builds trust with potential clients who value social proof.
Preparing for Success
Launching the Google Ads campaign might be challenging due to high competition, with others promising quick and cheap reports. However, our strategy focuses on delivering quality and thorough inspections. While these Google Ads might not be positively geared initially, they will drive attention to the business, generate leads, and foster new business opportunities. High-quality work will lead to referrals, ensuring long-term success.
Final Thoughts
It's essential to have a robust marketing system in place, one that can be adjusted as needed. However, the core of any successful business remains the quality of its product or service. Exceeding expectations and delivering genuine value will naturally lead to word-of-mouth referrals, complementing the paid marketing efforts.
