SBS Lead Generation & Conversion Strategy

Overview

SBSWI's current website generates almost no qualified inbound leads — the team reports receiving mostly solicitations rather than legitimate prospects, and phone calls are not tracked to source. The redesigned site is being built explicitly as a conversion-first asset, with a form-first CTA hierarchy, structured appointment request flow, and content strategy biased toward commercial intent queries.

This article captures the lead flow decisions, form design, scheduling approach, and measurement setup agreed upon during the ^[1] website redesign kickoff.

Current State Problems

• No meaningful inbound leads from the existing Hibu-hosted site
• No call tracking — team manually asks callers how they found SBSWI; attribution is unreliable
• Spam-heavy form submissions — most form fills are vendor solicitations, not prospects
• No conversion-oriented design — site is generic, lacks clear CTA hierarchy or social proof placement

Lead Flow Architecture

Primary CTA: Form-First

The primary conversion action on every key page is a contact/estimate request form, not a phone number. Rationale from the kickoff:

"Filling out a form is always easier because then you have time to think about it... it's a little more less problematic when it comes through via email."

Form routing:
- Submissions route to info@sbswi.com (shared inbox; visible to Chris, Brandon, Jason, and team)
- Internal CC list to be confirmed by SBSWI — additional individual addresses can be added
- Asymmetric to design form fields, routing logic, and confirmation messaging

Secondary CTA: Phone call (displayed prominently but subordinate to form in visual hierarchy)

Consolidated Contact Page

The existing separate "Contact" and "Request Estimate" pages should be merged into a single page. This reduces friction and avoids splitting SEO authority and user attention across two near-identical destinations.

Appointment Request Module

Rather than live calendar booking (which requires rigorous calendar hygiene across the team), the preferred approach is a structured appointment request widget embedded in the contact/estimate form:

Why not live calendar booking?
The team uses Google Calendars internally but scheduling is informal and conversational. A live booking tool would require keeping calendars meticulously up to date across multiple people — a maintenance burden the team is not currently set up for. The AM/PM + 3-date approach signals commitment from the prospect without requiring real-time availability sync.

Decision still open: SBSWI to confirm preference between the appointment request widget vs. live calendar integration before Asymmetric builds the form module. See ^[2].

Qualified Commercial Intent Focus

SBSWI's target buyers are commercial decision-makers (facility managers, building owners, property managers), not residential homeowners. Lead generation strategy should filter for commercial intent at every layer:

Content & SEO

Blog and page content should target commercial/transactional queries, not general informational ones. Topic examples aligned to commercial intent:
- "Commercial roof inspection [city]"
- "Roof restoration vs. tear-off for commercial buildings"
- "Metal roof coatings for agricultural facilities"
- "Commercial roof maintenance contracts Wisconsin"
- "Lifecycle cost planning for flat roofs"

See ^[3] for the full topic list (to be created by Dec 6).

Four Intent Categories

Asymmetric's content plan maps to four intent tiers:
1. Informational — educational; builds awareness (e.g., "how long does a commercial roof last")
2. Navigational — brand/service lookup (e.g., "SBSWI roofing Milwaukee")
3. Commercial — research/comparison (e.g., "best commercial roofing contractor Milwaukee")
4. Transactional — ready to act (e.g., "request commercial roof inspection")

Content and ad spend should be biased toward commercial and transactional tiers. Informational content supports SEO and LLM answer inclusion but should not dominate the strategy.

Free Roof Inspection as Lead Entry Point

SBSWI already offers free commercial roof inspections — this is a strong low-friction lead magnet that is currently undersurfaced on the site. The redesign should make this offer prominent in navigation (Services dropdown) and in homepage CTAs.

Conversion-Ready Site Design Principles

Decisions from the kickoff that directly affect lead conversion:

Call Tracking

Currently no call tracking is in place. The team manually asks callers how they found SBSWI, which is unreliable.

Recommended next steps:
- Implement call tracking numbers (e.g., via CallRail or similar) tied to website traffic source
- Display tracked number on site; forward to existing business line
- Discuss as part of the broader analytics/measurement setup 4–6 weeks before launch, alongside Google Ads planning

Measurement & Analytics

• Google Analytics and Google Search Console access to be obtained from SBSWI (Brandon/Megan) as part of the credentials handoff
• Conversion events to track: form submissions, appointment requests, phone clicks, inspection request clicks
• Ads discussion deferred to 4–6 weeks pre-launch (targeting ~early January given mid-February launch)

Action Items

Related

• ^[4]
• ^[2]
• ^[5]
• ^[6]