Tracking Calls…

Three people call your landscaping business this week. One asks about a spring cleanup, one wants a retaining wall estimate, and one books a site visit for a drainage problem. Which of those calls came from Google? Which came from a referral? And which started with that Facebook post you almost didn’t publish?

If you’re deciding where to put next month’s marketing budget, those are worth answering. Here’s how to track phone leads without adding a lot of work to your day.

Ask where the customer first heard about you

When a new customer calls, ask two quick questions.

• Where did you first hear about us?
• What did you look up before calling?

A customer might say, “My neighbor recommended you, so I looked you up on Google.” That tells you two things. The referral put you on their list, and your Google Business Profile helped them take the next step.

If they can’t remember, mark the source as unknown. A few unknowns are more useful than a report full of guesses.

Follow the call through to the job

Start with a spreadsheet or whatever you already use to manage estimates. For each new inquiry, record the date, how they found you, what service they asked about, and what happened next. Keep the outcome simple: estimate scheduled, job booked, or inquiry closed.

At the end of the month, compare the results. Facebook might bring in eight calls and one booked job, while Google Maps brings in four calls and three booked jobs. If you’re paying for either channel, compare what you spent with the work it helped book. One month can give you a starting point. Keep tracking to see whether the pattern holds.

Use call tracking when you need more detail

When you’re running Google Ads alongside local SEO, callers may simply say, “I found you on Google.” That answer leaves you with a question when it’s time to review your ad spend.

With a tool like CallRail, you can use trackable numbers for different marketing sources while calls still come through to your business. That gives you a way to connect calls to campaigns and compare those calls with the estimates and jobs you recorded.

Start with the next call

Ask how the customer heard about you and write down what happened next. Do that for the next 30 days and you’ll have a clearer picture of where your calls come from and which ones turn into work.

Want help figuring out what’s bringing in calls and quote requests? Request a free marketing review from NEADSO, or explore our Powered Call Tracking service.