Call Tracking for Excavation & Septic Companies

How to track your call tracking for excavation companies to ensure that your investment is generating a strong return on investment

Now That You Have…

• Built and optimized your website
• An ongoing link building strategy in place where you’re creating inbound links and moving up in the search engines
• Possibly implemented a paid online marketing campaign including Pay-Per-Click and Pay-Per-Lead services…

…You need to put some tools in place so that you can track, measure and quantify your data to ensure that you’re moving in a positive direction.

Analytics Tracking

There are a lot of different tracking mechanisms that you can put in place. I’m going to recommend three core tracking mechanisms:

• Google Analytics
• Keyword Tracking
• Call Tracking

The first is Google Analytics. Google Analytics is a great website data analysis tool and it’s completely free. Google Analytics will show you specifically:

• How many visitors got to your website on a daily, weekly, monthly, and annual basis
• What keywords they typed in to get there
• What pages on your website they visited
• How long they stayed

The main thing you want to see from Google Analytics is where you started and where you are now.

You want to ask yourself: When I started this whole internet marketing process, how many visitors was I getting to my website? Maybe it was 5, 20, or 100, but it’s good to know. Then you can compare to future data on an ongoing basis.

Ultimately, what you are looking for is whether or not the number of visitors to your website is increasing. Is the variety of keywords that they’re finding you with increasing? Are you moving in a positive direction?

You can also set up reports within Google Analytics. To get set up on Google Analytics, you just go to Google.com/analytics. It’s a simple process. You verify that you own the website through a variety of different methods, and then install a small piece of code into your website’s HTML. After you have done that, you’ve got the tracking in place and are ready to go.

Sample Google Analytics Traffic Report

Traffic Overview:

User Acquisition:

Traffic by Location:

Traffic by Device:

Keyword Tracking

The other tracking mechanism that I recommend is keyword tracking.

At the beginning of this process, we talked about keyword research to determine what keywords people are typing in when they need your services.

We came up with a list and all those keywords were combined with your cities and sub-cities.

There are tools that will tell you how you’re ranking on Google, Yahoo, and Bing for those various keywords. A couple options include:

• Bright Local
• Ahrefs

There are costs associated with both these tools, but if you’re going to put the effort into marketing, it’s critical to measure what’s working.

Our Groundbreaker AI also provides this service and we send monthly updates to our clients. This is a forestry mulching service’s ranking change in 2 months:

With a report like this, you can easily see how your website and Google Business Profile are trending in searches.

You’ll see yourself move up in the results if you’ve built out the website correctly with the right on-page factors (title tags, H1 tags, meta descriptions, etc.), if you’re building links, developing citations and have a proactive review acquisition system in place.

If you see yourself stagnating, you can go back to that keyword, figure out which page is optimized for it, look at your links and link profile, and do whatever is necessary to push that keyword to the next level.

Call and Webform Tracking

The third really important tracking mechanism that I recommend is call tracking. Having better rankings and more visits to your website is good, but in most businesses, nothing happens until a call is made or webform submitted.

Calls and forms are crucial to your business. You want to have some type of tracking mechanism in place to know how many calls and forms are coming in on a monthly basis and what’s happening within those conversations.

Are calls turning into sales? That’s where the rubber meets the road. That’s why we’re doing all of this. Who cares if you’re in the number one position if it doesn’t result in dollars to the business?

There are several call tracking tools that you can use. Here are a few of the most popular:

• CallRail
• What Converts
• HighLevel

You are welcome to set one of these up yourself, and I’ll tell you our experience with it.

With our lead tracking software, we choose a series of phone numbers with your same area code, called a number pool, and embed the call tracking code on your website. Every time a visitor sees your phone number, the tracking code will automatically swap the number that person sees with one of the numbers from your pool, and forward the call directly to your office phone.

When someone dials your number, it forwards directly to your phone without interruption. They won’t notice, and you won’t notice. But in the software the call will get recorded, and we’ll be able to see exactly what keyword, page, and traffic source that call came from. We can do the same thing with the Call Extension number in your Google Ads and the primary number on your Google Business profile. We’ll also connect your website form for tracking.

It’s extremely powerful to know the number of calls you were getting when you started versus the number after you incorporated your new marketing strategy.

You can go in and listen to those conversations and ascertain how many of those calls turned into booked service while knowing what the revenue associated with that service is. That is how you get a true gauge on the return on investment associated with your online marketing strategy.

These are the types of tracking mechanisms I recommend. There are a lot of different things you can do, but having analytics, keyword tracking, and call tracking really gives you the most important key performance indicators to gauge your progress.