Keys to Lead Follow-Up for Professional Services

Patrick McFadden

Lead follow up is an important strategic marketing and sales practice that, when thought of correctly, never really ends. While many professional service providers try to spend as much time as possible on lead generation strategies to bring new leads in, whether through search engine optimization (SEO), advertising in publications, utilizing social media and networking sites, speaking and other channels. You might even do what you can to track leads online through programs like Google Analytics and the like.

However, how much time and effort do you put into your lead follow up system? This is an incredibly important part of the sales process, but one that many professional service providers don’t devote enough energy to.

If fact, the practice of lead follow up has changed so dramatically over the last few years that you must revisit everything you think you know about lead follow up.

What is a Lead?

A lead is a person who has indicated interest in your company’s product or service in some way, shape, or form.

In other words, instead of getting a random cold call from someone who purchased your contact information, you’d hear from a business or organization you’ve already opened communication with.

For example, maybe you downloaded the 300,000 mile commercial fleet guide to learn more about how to get 300,000 miles out of your vehicles. If you got an email from the B2B auto care company that created the guide on their website about how they could help you take care of your commercial fleet, it’d be far less intrusive and irrelevant than if they’d just called you out of the blue with no knowledge of whether you even care about business vehicle maintenance … right?

And from a business perspective, the information the B2B auto care company collected about you and your vehicles from the guide would help them personalize that opening communication to meet the existing needs of the potential client.

To take control of your lead follow up system, take some of my advice below.

Follow Up on Leads Within 5 Minutes

The first important thing to note when you follow up on sales leads is that you must do so in a timely manner – 5 minutes specifically. While you might think that it’s no problem to get in touch within a couple of weeks, plenty of research says differently.

Nearly half of all sales are made by the person who gets in touch with a lead first.

Unfortunately, a timely follow-up time isn’t always realistic when you’re a small professional service provider. You might be in the middle of a meeting or speaking engagement. If you’re serving clients globally, different time zones become a challenge, you might even be asleep when your leads raising their hand.

The numbers don’t lie, though. If you want to close more deals, you need to get in touch with your leads as quickly as possible.

Develop a Purpose For Every Contact

Once you have your lead, it’s important that you create a clear reason you’re getting in touch, one that demonstrates you understand their wants and needs and that you are the right business to help them.

What’s tough about professional services is that you’re dating before you get married, which is what makes your purpose so important. The purpose needs to reinforce that you can help them reach their goals.

In addition to your purpose, make your point of contact brief and to the point, starting every contact point with a statement such as, “The reason I’m getting in touch today is…” will help to separate you from the rest of the crowd.

But first you have to make sure you have a clear purpose for the contact.

Focus On Repeating Your Value

What I’m essentially saying here, is focus on finding ways to repeat and remind leads about the value your services can provide. Leads don’t really care about what you or your competitors sell. All they care about are that their problems are solved and that you can help them solve them.

Since it’s likely that your leads maybe getting multiple calls from multiple companies you need use repetition as a differentiator. One way to use repetition is to send a summary or meeting recap that repeats all the main points after your discovery call or consultation.

Lead follow up, just like the most effective marketing and advertising, works best through repetition. Just like marketing, advertising works best through repetition. Just like marketing, advertising works best through repetition. Just like marketing, advertising works best through repetition. Get the point?

Don’t Give Up After One Call

So many professional service providers give up on a lead after one call, the numbers don’t support this follow up practice.

In fact, if you call a prospect three times, you have an 81% chance of getting in touch with them. Calling six times gives you a 93% chance.

So the most significant driver of lead follow up success today isn’t making one phone call, it’s making multiple phone calls. This means that on one hand, you want to get in touch with a lead as soon as possible, and on the hand you want to be calling multiple times in a short period of time.

For the best results you need to be tracking your follow-ups efforts and adhering to a proven system that works for your professional service. Whatever your data shows, create a follow-up schedule that’s realistic for you stick to. A lead follow up system can only ever be as good as possible if it is improved and refined over time. To do this, you must continually test and measure your system and the results you achieve from it.

A Lead Follow Up System is The Solution

At the end of the day, professional service providers that are successful in closing deals do so because they have a lead follow up system.

Any well run professional service provider is a collection of systems. Billing is a system, HR is a system, Service delivery is a system, Sales is a system, Marketing is a system and one of the best ways to keep lead follow up from becoming your 10-hour job is to create a system for how you respond and engage.

There are many other important factors that lead to a successful professional service business, but nailing the points mentioned above is a great start.

What have you found to be helpful when executing your lead follow up ?

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The Ultimate Guide to Facebook Advertising for Mental Health Agencies

By Patrick McFadden • December 11, 2024

Facebook advertising can be a powerful tool for mental health agencies seeking to connect with individuals in need of their services. However, creating effective campaigns in this sensitive field requires a unique blend of strategy, compliance, and empathy. This guide is designed to help mental health agency CEOs and owners navigate the complexities of Facebook advertising, offering a detailed roadmap to building successful campaigns.

The Future of Search: How Service-Based Businesses Can Prepare for 2025

By Patrick McFadden • December 6, 2024

The search landscape is undergoing significant changes, and service-based businesses—like commercial cleaning companies, electricians, remodelers, and repair services—are feeling the impact. Google is prioritizing paid placements, while AI tools like ChatGPT are changing how consumers find and choose providers. These shifts are creating challenges for businesses relying on traditional search strategies, but they also present new opportunities for those willing to adapt. Here’s what’s happening and how to prepare for what’s coming in 2025. What’s Changing in Search Google’s Prioritization of Paid Ads Local Service Ads (LSAs): These are now dominating the top of search results, especially for service industries like cleaning, electricians, and remodelers. LSAs prioritize businesses based on proximity, reviews, and ad spend, making organic rankings less impactful. Ads in the Map Pack: Google is integrating paid ads directly into the local map pack, further reducing visibility for organic listings. Generative AI in Search Results: AI-powered summaries often highlight paid advertisers and well-optimized businesses, leaving little space for organic results. Impact on Service-Based Businesses: Companies relying solely on organic rankings are seeing fewer inquiries. Increased competition in paid ads is driving up costs, making it harder for smaller businesses to compete. The Rise of AI Tools Like ChatGPT AI platforms are becoming a go-to resource for consumers researching services. These tools prioritize brand reputation and authority over traditional SEO factors like keywords and proximity. Impact on Service-Based Businesses: Businesses with a strong reputation and recognizable brand are more likely to be recommended by AI platforms. Those relying only on Google’s keyword-based ranking systems may struggle to stay visible. How Service Businesses Can Prepare for 2025 1. Invest in Targeted Advertising Paid advertising is a short-term solution to maintain visibility in an increasingly competitive online space. Here’s how different service businesses can use ads effectively: Commercial Cleaning Companies: Use Local Service Ads to target office managers and facility owners in your service area. Focus on Google Ads for terms like "daily office cleaning" or "floor waxing services near me." Electricians (Residential and Commercial): Promote emergency services through PPC campaigns targeting "24-hour electrician near me." Use LSAs to target high-intent customers for specific services like rewiring or panel upgrades. Remodelers: Target kitchen and bathroom renovation keywords in your local area through PPC. Highlight high-ticket services like custom home additions or luxury remodels. Installation/Repair Companies: Run ads promoting seasonal services (e.g., HVAC repairs in winter, appliance installation for holidays). Takeaway: Small investments in LSAs and PPC ensure your business stays visible while preparing for longer-term solutions. 2. Build a Brand That Works Across Google and AI Branding is critical for service-based businesses looking to reduce dependency on paid ads and thrive in the evolving search ecosystem. When customers recognize your business name, they’ll search for you directly, bypassing the competition. Here’s how to build a strong brand: Showcase Expertise Through Educational Content Create e-books or downloadable guides like: "5 Questions to Ask Before Hiring a Commercial Cleaning Company." "The Ultimate Guide to Choosing the Right Electrician for Your Business." "10 Signs You Need a Bathroom Remodel." Post blogs or social media content addressing common customer questions. Leverage Video Content For commercial cleaning: Show before-and-after videos of deep cleaning projects. For electricians: Film a walkthrough of an electrical upgrade explaining the process. For remodelers: Highlight completed projects with a virtual home tour. For installation/repair companies: Create tutorials or maintenance tips to build trust. Encourage Reviews and Referrals Launch referral programs offering discounts for successful recommendations. Ask satisfied customers to leave detailed reviews on Google and other platforms. Engage in Community Activities Sponsor local events or participate in trade shows to increase visibility. Partner with complementary businesses (e.g., real estate agents, interior designers) to expand your reach. Takeaway: A strong brand ensures your business ranks well in AI searches while also attracting direct inquiries. 3. Diversify Lead Generation Channels While Google remains a key player, diversifying how you generate leads reduces your dependency on any single platform. Here’s how service-based businesses can diversify effectively: Social Media Presence Use Facebook and Instagram to run targeted ads featuring testimonials and completed projects. Post short-form content on TikTok or YouTube Shorts to engage a broader audience. Email Marketing Send newsletters highlighting special promotions, seasonal services, or recent successes. Optimize Alternative Platforms Ensure your business is well-represented on Yelp, Angie’s List, and other industry-specific directories. Takeaway: A multi-channel strategy protects your business from over-reliance on Google’s changing algorithms.

The Right Way to Optimize Your Title Tags: How to Maximize Local SEO Rankings

By Patrick McFadden • December 5, 2024

When it comes to local SEO, optimizing your title tag is one of the most impactful strategies for improving your rankings in Google. But here's the kicker – not everyone is getting it right. The common myth is that title tags should be kept short, simple, and to the point. But there's more to it than just keyword stuffing or hitting a "character limit." Let's break down why title tag optimization is crucial and how to make sure you're doing it right. Why Title Tags Matter for Local SEO A title tag is a key element in determining how well your site ranks in local search results. It appears at the top of your page and in the search results, making it one of the first things people (and search engines) see when they visit your site. The Mistake People Make Many businesses either don’t optimize their title tags at all or use generic terms that won’t help them rank. For example, a title tag like "Home" or just the business name isn’t going to do much to help your SEO. It's essential to strategically craft your title tags with the right keywords and location for maximum impact. Step 1: Use Keywords Wisely Start by identifying the most important keywords for your business. These should align with what people are searching for when looking for services you provide. For a Richmond, VA plumber, for example, “plumber Richmond VA” or “emergency plumbing Richmond VA” are great keywords. Make sure to include these in your title tag but avoid overstuffing it. Pro Tip: Use Google My Business (GMB) categories as a starting point. Your business category is likely already a keyword that can be incorporated into your title tag. Step 2: Add Locations to Target Local SEO thrives on location-specific keywords. Including the city or neighborhood in your title tag is key. For example, "Jim’s Electrical Services in Richmond, VA – Trustworthy Electrical Services" would be a great title tag to rank for services in the area. Pro Tip: Don’t limit yourself to just the primary city; include surrounding areas or neighborhoods where your business operates. It can broaden your reach and increase your chances of ranking for multiple local searches. Step 3: Make It Click-Worthy A title tag is more than just a ranking factor – it’s also a sales pitch. If your title doesn’t stand out, users will scroll right past it in the search results. Add an element that makes your title tag enticing and unique. Phrases like "trusted," "reliable," or "same-day service" can make a big difference. Pro Tip: Make sure the first part of your title tag includes the most important keyword and location, but reserve the end for something catchy that will encourage users to click. Step 4: Don’t Stress About the Length There’s no hard-and-fast rule for how long a title tag should be. The common misconception is that title tags need to fit within a 50-60 character limit. While Google does truncate title tags if they’re too long, don’t worry about maximizing your space – use as much as you need to properly optimize it. Here are the facts: 2022 research by Zippy shows that Google rewrites about 60% of the title tags in its SERPs. In 2021, Google’s John Mueller confirmed that the original title is still used for rankings even when it gets rewritten in the SERPs. Pro Tip: Use the ellipsis (three dots) to your advantage. Keywords and location information can go beyond what’s visible in the search results, still contributing to your rankings without affecting the display in search results. Come up with a compelling, click-worthy H1 that Google can use in the SERPs instead of your original keyword-stuffed title tag. Step 5: Don’t Overload with Brand Names This one’s a little controversial. For well-known brands, including the brand name in the title tag is a no-brainer. But for local businesses with less recognition, it’s often better to focus more on what the customer is searching for – not your brand. Pro Tip: If your brand name isn’t widely recognized or searched, skip it. Instead, focus on the keywords that will bring in traffic and increase your visibility in local search results. Final Thoughts: Optimizing Title Tags for Local SEO Success Optimizing your title tags is one of the simplest yet most effective ways to improve your local SEO rankings. By incorporating high-value keywords, targeting localities, and creating catchy titles that attract clicks, you’re giving your website the best chance to stand out in local search results. So, take the time to craft compelling title tags, and you’ll start seeing an improvement in both rankings and click-through rates. Remember, when it comes to title tags, it’s not just about fitting within a set character limit or inserting a keyword – it’s about crafting a title that’s optimized for search and enticing for the user. Stay focused on the key elements, including keywords, location, and user engagement, and you’ll be well on your way to dominating local search results.