Electrician Marketing

To attribute calls to a specific channel – such as organic search or Google Ads – you need call tracking software like CallRail.

Most call tracking works using a technology called dynamic number insertion (DNI). Once you’ve uploaded call tracking software to your website, that script will automatically swap out the phone numbers that visitors to your site see. Your actual phone number will still be on the page – and viewable as such to search engines – but human visitors will be presented with unique variants.

If someone calls you, the variant they’ve dialled will then be matched by the software to their website session, which allows the software to capture information about how they arrived on your website and the pages they’ve visited. Because call tracking software uses something called persistent cookies, it can track the same user’s visits over days and weeks.

But call tracking still has limitations. If someone heard about you from another tradie, for example, or saw one of your vans on the road, they might Google your brand name, then click through to your website. Or they might forget your name, Google a generic search term, then recall who you are when they see your site – which prompts them to call you over other electricians.

In those scenarios, call tracking software will only show you the last few steps of the journey. It’s why we always recommend complementing it with sales-reported attribution – having your sales team ask ‘how did you hear about us?’ when they encounter a prospect for the first time.

A localised landing page (LLP) is a page on your website that has been built to target a specific locality. Because people often search for localised services (like ‘electrician gold coast’), LLPs can help your site get surfaced for ‘high-intent queries’ – searches that occur when people are deciding between different electricians. That makes them a critical part of any SEO strategy.

There are a few ways to tell whether your marketing is working.

1. Metrics like website clicks are known as leading indicators. They’re positive signals that things are moving in the right direction, but they don’t mean anything on their own. Think of them like the indicator on a car – if the indicator is blinking, the car is likely to turn in the future, but it hasn’t necessarily done so yet.
2. High-intent revenue opportunities (HIRO) are another type of leading indicator. For most sparky businesses, HIRO pipeline looks like phone calls and form submissions from high-intent sources like their websites. Think of HIRO like the car starting to turn – it hasn’t finished yet, but the steering wheel is moving.
3. Finally, revenue is a lagging indicator. It shows how well your marketing has worked. You can see which marketing activities helped your business the most using revenue attribution. The ‘golden triangle’ of attribution uses 3 different types of reporting to help build a clear, accurate picture of your marketing – software-based, self-reported, and sales-reported.

If you work with us, we’ll do our best to report on all 3 levels. Too many agencies just focus on leading metrics like clicks, which don’t mean that much and can easily be gamed – just because the indicator is flashing doesn’t mean the car will turn.

We invest a lot of time into understanding the work electricians do. That includes reading the standards, talking to active sparkies, and keeping up to date with broader market trends. (We even have a dedicated newsletter for the construction industry – try it here.)

With all that said: we still rely on you to fact-check the collateral we publish. There’s no replacement for your expertise, particularly when it comes to how you deliver your services.