With a focus on close collaboration and reporting transparency, Workshop Digital is a marketing agency that prides itself on helping clients market smarter. They’ve been CallRail customers for years, using the platform to help their clients test ideas, get more from their money, and focus on their highest-value leads. The Workshop team recently shared three creative Call Tracking and Conversation Intelligence® applications.
Take a look—you may want to borrow them for your clients.
Dialing up phone leads with Call Tracking
Since 1928, Super Radiator Coils has engineered and manufactured millions of cooling coils for hundreds of niche applications, from organic farms to data farms. They asked Workshop Digital to drive more phone leads from their website.
Getting started on the assignment, Workshop Senior SEO Analyst Charlotte Rule noticed there was no phone number on her client’s home page. “To call Super Radiator Coils, leads had to find the ‘contact us’ page,” Charlotte recalled. “There was no easy way to get there. You had to hover over ‘about’ in the navigation or scroll all the way down to the footer to see it. Neither option is intuitive.”
Super Radiator Coils’ site did offer a “request a quote” form call-to-action in the top navigation, but Charlotte suspected it scared off potential customers. “People tend to be a little bit more hesitant to request an ‘official’ quote,” she stated, “even though they likely will divulge more information on the phone. Plus, calls are preferred for the industry they’re in—it’s complex and jargon-heavy— so customers want to talk engineer-to-engineer.”
The Workshop team decided to test the impact of adding a phone number to the navigation on the home page. “It was a quick and easy decision to make,” says Charlotte. First they used Call Tracking to test a phone number to the top navigation of the mobile home page. “It generated some leads,” Charlotte notes, “but not as many as we anticipated.”
Then they ran the same test on the desktop home page—and doubled the number of leads with the same amount of traffic. One desktop lead eventually made a six-figure purchase. “It’s really easy to tie that lead directly to the change on the site,” said Workshop SEO Lead Tucker Hottes. “It’s right there in the CallRail dashboard and came through this call tracking number.
Tucker continued, “Our client saw leads coming in—and big ones at that. Because they clearly understood the value, they decided to permanently add a phone number to their home page as a result of this Conversion Rate Optimization test. Now they look at their CallRail dashboard all the time.”
Using AI-powered Conversation Intelligence® to brush up keyword performance
Virginia-based Richmond Pediatric Dentistry and Orthodontics (RPDO) has been a believer in call tracking “since day one,” according to Andrew Miller, Co-Founder and VP of Strategy at Workshop Digital. “They’re a multi-location healthcare practice so phone calls are everything to them—especially since they don’t offer online scheduling,” he continued.
“Our two biggest KPIs were new patient conversions from calls and forms, so RPDO relies on CallRail Call Tracking and Form Tracking to get more out of their data,” adds Charlotte. Because “nobody can analyze thousands of calls a month,” they added Conversation Intelligence® to their client’s account.
Powered by AI, Conversation Intelligence® automatically surfaces insights, like the most commonly used words and phrases from patient conversations and website form submissions. It enabled the Workshop team to immediately identify trends that helped them fine-tune keyword bidding strategies and spend.
“We optimized high-performing keywords and paused others that were getting calls but not new patients,” notes Charlotte. After the shift, the Workshop team “saw a direct correlation between the day the refreshed campaign launched and an increase in ‘new patient’ tags automatically recorded in CallRail.”
Charlotte concluded, “With Conversation Intelligence, we built on the value and immediate insights Call Tracking and Form Tracking were delivering to our client.”
Supercharging lead quality with call recording
Generator Interlock Technologies makes something you may not have heard of. But when storms brew, their phones ring off the hook. What’s an Interlock Kit? Workshop Digital’s Paid Media Lead Patrick Cusumano knows—his client makes them.
“It lets you safely power your home with a portable generator during a power outage. ‘Interlock Kit’ is our client’s brand name. But unfortunately, it’s close enough to the names of popular products manufactured by other companies—‘Nationwide Interlock’ or ‘Intoxalock.’”
Fielding calls for products you don’t sell isn’t just frustrating. It wastes time, which is in short supply during storm seasons when Generator Interlock Technologies’ sales team is already spread thin.
“We used call recording to gain insight into the scope of our client’s problem,” Patrick says. “Somewhere between 16-17% of their phone leads were unqualified, looking for products from an entirely different product and industry. We immediately began negating ‘Nationwide Interlock’ and ‘Intoxalock’ keywords.”
Patrick’s glad CallRail helped his client’s lean sales team stop wasting time on leads that weren’t of any value. “Before we integrated CallRail into our sales process, we constantly received phone calls from confused Intoxalock customers—and for a while, we were just as confused as they were! Now we have both peace of mind and time to focus on real leads.”
Workshop Digital: CallRail “positions us in a better spot with our clients”
According to Andrew, “CallRail gives Workshop Digital access to information and experts that positions us in a better spot with our clients. We’re able to bring them solutions that meet their needs and help them get ahead of their competition.”
How can CallRail help your agency innovate? Try our platform free to find out.
