Mary Brown

Ugh  Janet Mendez  this hits hard. I've been guilty of multitasking for as long as I can remember. It's going to be tough to try and focus on one task at a time, but I can absolutely see why the effort will be worth it. Thanks for sharing!

This is going to be so helpful!

Super interesting,  Melanie Moore . I am definitely an owl so that's why you don't see me online first thing when you're up early!

Sarah Bodman  I can't tell you how many times I looked at top elements in a heatmap and made a particular assumption, and then completely changed my view of the behavior after checking that assumption in the recordings. Such a powerful tool!

Marcella Jalbert good stuff. 

+1 for Google Tag Assistant for exactly the reason you stated! Another one I like is GoFullPage for taking screenshots that require scrolling.

Sure, I'm biased, but I feel like this update really favors They Ask, You Answer content. The TAYA framework boils down to the idea that educated prospects become happier, better customers. If your prospects are asking questions, you must answer them — openly and honestly — on your website. That idea speaks directly to point #2 and point #3 above! I'll be interested to see if we notice any change in search results for TAYA content. 

Hi  Caitlin Hunter   ! Since it sounds like your price is variable depending on a number of factors, you could use the Berry Insurance approach: https://www.berryinsurance.com/insurance-pricing. Transparency about pricing is crucial to establishing trust with potential customers. Some people think you can't talk about pricing if you don't have set costs, but sharing as much information as possible—including why providing set costs is so difficult—goes a long way toward building trust. 

On Berry’s page, they say that pricing isn’t straightforward and then explain why. They talk about the various factors that make pricing go up or down. They also provide ranges (and $700-$4,000 is a significant gap) so people can at least get an idea of what they might spend. After all of that, it’s clear they have nothing to hide. 

You might be able to do something similar. It sounds like you could talk about how different areas impacts price, talk about common issues you see with homes and how expensive those issues can be, and give some ranges. Is walking the property/giving an estimate free? That would be a great call to action on the page if so. 

As for a tool, you might be able to come up with a lead generation tool that gives a *rough* estimate without a visit. For example, part of the tool could provide a list of common issues you see in homes that they could check off. They should share their address so you could evaluate area. You could add in anything else that you know of that factors into an estimate that could be calculated automatically (e.g., How old is your roof? If less than 5 years old the cost is X, if older than 20 years, the cost is Y). This tool could be ungated for a rough estimate that has an accompanying message of: “For true cost, schedule an appointment…” with a form. 

If you wanted to do a gated lead generation tool, you could add space for them to add any issues that they know of. Maybe you could ask them to upload photos of specific parts of the home you’d want to see. They could submit all of that to you for an estimate that you would then process manually. The next step there would still be an appointment for a walkthrough. 

Do either of these ideas sound like they would be helpful to your prospects? 

Great question Ali Schneider ! And ☒ has the right idea. You can put wide ranges of pricing on your site as long as you vanguard the messaging. One of my favorite examples of this is the pricing page for our client Berry Insurance: Here's a link to their pricing pageBefore any numbers are introduced they start with, "...we prioritize honesty and education. We want to provide transparent answers..." which helps build trust. They then note that "...nothing about insurance is straightforward. Every policy is so complex, with unique factors determining the price." They even say, "Before you take the below numbers as gospel, we want to preface by saying, we’ve been doing insurance for decades and things still surprise us every day." By the time they finally do share those wide ranges (e.g, $700 - $4,000), expectations are properly set.