Picture this, you’re at home cooking dinner one night when you notice a mouse scurry across the kitchen counter. Even though you love the movie Ratatouille, you probably aren’t excited by the idea of this rat hiding under your hat teaching you how to cook. You’d want this unwelcome guest out of your home as quickly as possible. So, you frantically pull out your phone and search for an exterminator.
After a quick search online, you end up on the Yelp page of a local exterminator with a positive reputation and a banner that reads “24-hour service” – thank goodness.
Consumers turn to Yelp when they’re in need. Sometimes it’s just for a cup of coffee. And other times it’s to find someone to get rid of an unwanted pest. Either way, when a consumer is exploring Yelp, it’s important you stand out. An Enhanced Profile is a great way to do just that.
An upgraded business page on Yelp is known as an Enhanced Profile. You can consider it a makeover for your Yelp page. The true benefit of an Enhanced Profile is increased conversion. In other words, more people that come to your page are likely to interact with (and ultimately choose) your business. Businesses with an Enhanced Profile see a 38% increase in leads on average.* Ultimately, it’s great if people find you and of course, discovery is important. However, once they find you, you’ll want your page to showcase the very best your business offers and help you stand out. Doing so will keep customers and clients on your page and help convert them into paid transactions.
An Enhanced Profile is $90/month and helps with business branding. It’s made up of three components which can all be purchased a la carte. Below is a breakdown of each specific upgrade:
1. Photo And Video Customization
You have a great business and it deserves to be shown off! Perhaps, you have great food, a memorable company van or a shop tucked on the second story of a hard to find building. With a free Yelp page you can add photos to your page but with an Enhanced Profile, you can choose their specific order. Considering consumers regularly add photos to Yelp business pages to share their experiences, it’s nice to have the control to show your potential customers what you want them to see first. Not to mention, the photos rotate in a slideshow. This feature lets you bring your brand to your page and show it off.
2. Remove Competitor Ads
The great majority of free Yelp pages have competitor ads in the center and ads are also served on the side and bottom of business pages. These ads are from similar businesses that advertise on Yelp. These competitors are paying to be featured on your business page. Removing these ads makes people less likely to click off your page and more likely to choose your business.
3. Call To Action Button
Remember that 24/7 emergency banner that saved your imaginary self from a real life Ratatouille? Well, that banner is the perfect complement to removing competitors and it’s known as a Call to Action button. A Call to Action button or CTA, gets prominently featured on your page. It’s essentially a banner that makes it easy and simple for consumers to take a secondary step. For example, a gym might have a CTA that reads “1-Week Free Trial – Learn More.” Upon clicking ‘Learn More’ consumers can be taken straight to the gym website to fill out a form for a trial pass. Customization is also available depending on the device the user is on. For example, on mobile it can be a click to call or a chance to map directions.
Ultimately, the true value of a Call to Action button is catching a customer’s eye. If you want your customers to take a specific step or you’d like to drive a specific service, a prominent call to action will work to convert those visiting your page.