CEO Warrior May/June 2018

FEBRUARY 2018 MAY/JUNE 2018

A newsletter for service business owners who want more wealth, freedom and market domination. World

THIS REALLY WEIRD ‘HACK’ CAN HELP YOU GROW YOUR SERVICE BUSINESS

If you want to grow your service business like never before, there’s a weird trick that can help you. But trust me when I tell you that it’s strange … and might even sound crazy to some of you reading this.

What would your ancestor do?

Just like your ancient ancestors, you won’t be focused on growth. You may not even think about the fall or 2019. You simply do what you need to do to tackle each day and survive the busy summer months. It’s a survival mechanism to be focused on the busy, stressful moments and to put off anything that seems like it might distract us.

Well, most of us in the safety and comfort of our chairs while reading this would think, “Oh, we’d listen to what that person had to say, and we’d learn ‘on the fly’ how to win against the animal.” But the truth is, that’s just our perspective from the safety and comfort of wherever we are sitting. In reality, most of our ancestors wouldn’t have the mental bandwidth to process that offer and say, “Sounds good! Start teaching me … FAST !” Again, it’s because they are focused on that imminent threat, and their mindset is purely in survival mode, even though you and I both know that there is a better choice. Fast forward to today, put on your big- boy pants, and listen up because it’s time for me to share some tough truths with you. We aren’t fending off lions or tigers, but our bodies react in much the same way to other stresses. And in this coming summer season (which is a very busy season for most home-service businesses), it can be a stressful time. You won’t sleep much and you may get stressed out a lot, but the money will be good, right? IT’S NOT THAT DIFFERENT TODAY

First, I’ll quickly give you a little parable to set up what I’m going to talk about.

IMAGINE RUNNING FROM AN ANGRY BEAST

But here’s the thing …

In ancient times, our ancestors had a lot to worry about: how much food they had to eat until harvest, whether their clothes were warm enough to last the winter, and a big list of wild and scary animals. And as is the case in all survival situations, the more imminent the threat, the greater the focus it requires. When our ancient ancestors were fleeing from lions or saber-toothed tigers, they weren’t worried about whether there would be enough food next year or if they had the warmest cloak for winter. They were just trying to deal with the most important issue at the moment that had sharp teeth and was breathing down their necks! Now think back to your ancient ancestor as they are running as fast as they can to get away from whatever sharp-toothed threat is charging behind them. Imagine this: Suddenly, out of nowhere, someone starts running beside them and says, “What if I showed you a proven way to turn around and win against that animal behind you?”

I WANT TO SHOW YOU RIGHT NOW A PROVEN WAY TO SLAY THE BEAST

For most service-business owners, the summer is a three- or four-month busy season, and many owners are doing everything they can just to stay ahead of the “sharp-toothed beast” of being busy. But guess what? I’m the guy who is running beside you and saying, “What if I could show you right now a proven way to slay that beast?” Would you be like your ancient ancestor and say, “Now is not a good time?” or would you see things with a better perspective and say, “Yes, show me now, and show me fast , even though it’s busy.” The CEO Warrior team gets ready for another Service Business Edge event on June 12–15: the height of the busy season. And as we prepare for this event,

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YOUR HOME SERVICE-BUSINESS WEBSITE ISN’T CONVERTING: HERE’S WHY

You have a beautiful new website that you just spent thousands of dollars building. You flip the switch and … nothing happens — crickets! The website company told you that this site would convert more leads than your old site, it would be more search-engine friendly, and it was time to upgrade, even though your last one was only 12 months old. I’ve heard this story many times before. The problem is that most website companies have no idea how to build a website for conversion. They put up pretty stock pictures, cool graphics, and tell you that it’s revolutionary. Here are the top three reasons your website doesn’t convert and how to fix them. Many home service-businesses display excessive information on their homepages. They list too many specifics about every service they offer, include a three-paragraph story of how the company got started, and go into too much detail that customers don’t take the time or care to read. People have a very short attention span in today’s REASON NO. 1: IT’S NOT SIMPLE ENOUGH.

digital world (6–7 seconds to be more exact). Knowing this, it’s imperative to capture their attention as quickly as possible to have them take action immediately. If there is too much content or too many options on the homepage of a website, people are not sure what to do and will leave, get distracted, or ultimately do something that is not in line with your objective. Here’s how to fix this: Get crystal clear on the top 1–3 actions that you want someone to take when they come to your website. Is it to request service? Download coupons? Make a phone call? Look at customer testimonials? Whatever these top 1–3 objectives are, they should be clearly stated and prominent throughout the homepage of the website and very easy for people to see and complete the action. In our research and with our existing clients, we find that the schedule service online, download coupons, click to call, reviews and testimonials, and service area sections or pages are the most commonly viewed. When building websites for new clients, we challenge them to cut out 50 percent of the information that is on their home page that isn’t relevant to accomplishing their top 1–3 objectives. Once they have cut 50 percent of the content, we challenge them to then cut 50 percent of the remaining content. Most of the time it’s not possible to cut another 50 percent, however, through that exercise, we cut out the remaining fluff that isn’t necessary.

easily identify what actions customers are or are not taking so that you can adjust the layout of your site in its entirety. Are they clicking on coupons? Are they clicking on an image that does not currently go anywhere? You must make sure that you have tracking >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8

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