American Liquid Waste - May 2023

HOW TO CREATE WEBPAGE AND BLOG CONTENT

That Converts!

SPOTLIGHT INDEX

Across the commercial sector of the internet, the average conversion rate is reportedly only around 2%. So, overall, websites only acquire a couple of new customers per 100 visitors. That may seem very low, but site owners with under 0.2% conversion rates can understand how good that rate actually is. Because they’re only acquiring 1 new customer per 1000 visitors. So, what are the higher-yielding websites doing differently? They maximize results from the traffic they’re already getting, vs. trying only to multiply traffic. Here are some methods they use:

MAKING YOUR WEBSITE MORE ENGAGING

There are some things that portable restroom rental businesses and sewage systems services can do to make your web content more effective in converting site visitors to new customers. Some examples of site improvements to make your web page and blog content more engaging and boost first-visit conversion rates include:

4 Add exciting photos of relevant equipment, vehicles, etc.: Most people can process more information quickly when it is presented in the form of whole images of people and things, vs. written in text.

4 Add important relatable stories: Be sure to include some social proof elements, like customer reviews, testimonials, and case studies. These can

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dramatically boost conversions (reportedly up to 400 percent in some cases).

4 Eliminate distracting elements: Streamline your landing page and others to make it as easy to follow and use as possible. Include only components that visitors need and actually use.

4 Remove excessive form fields: Being required to fill out a lot of fields can be too cumbersome to many people, causing them to abandon the site and move on to one without all the upfront demands.

4 Add other elements that attract attention: Add other helpful elements to your webpages as you discover more ways to update your site. Add features to make pages load faster, look better, and cause elements to behave as designed.

4 Use strong CTA language: Many online sellers use soft CTAs in the upper portion of the page, and that is often advisable, depending on your industry. But, at the bottom of your page content, use a strong CTA, such as a button link labeled, “Yes, I want to start the free trial.”

SPOTLIGHT INDEX

4 Offer third-party access: Enable potential visitors to log into your site through their existing Facebook, Google, or another account. This saves people the inconvenience of having to create an entirely new profile for your site.

4 Prompt guests to take a very easy initial step: Asking for only a bit of simple information in the first step increases the likelihood that the prospect will complete the series of steps. For example, just ask for an email address first. At least you’ll have that most critical contact info. Then, you can present the remainder of the form, in an effort to obtain more information.

4 Offer a 100% guarantee: Providing a moneyback guarantee can go far to help alleviate worries and settle objections prospects may have about making a transaction. It can help boost conversions and build a sense of trust and security.

4 Use great headlines: With weakly constructed headers, you can expect your content to be bypassed by many prospective customers. Reportedly, as many as 80% of web users read headlines but only 20% read the content under them.

4 Consider adding a live chat option: Prospective customers may want to rent facilities from your portable restroom business but may have questions or uncertainties. Adding live chat tools is not difficult and may boost your conversion rate.

4 Utilize a click map: To see which elements of your webpages people are not clicking on, apply a click map tool. If your site visitors don’t use a functional element on your site, just delete it. Just simplifying your page can help increase conversion rates.

Prospective customers  may want to rent facilities from your portable restroom business but may have questions or uncertainties. Adding live chat tools is not difficult and may boost your conversion rate.

IMPROVING SEO

Some essential things you can do to improve SEO for your landing page, product pages, information pages, About page, locations page, contact page, blog, and others include:

4 Use sharp long-form content on product and service info pages and in blog posts.

4 Use the best keywords, keyword phrases, and longtail keyword phrases.

4 Use only high-quality organic backlinks.

4 Fix all broken internal or external links in text or buttons.

4 Prioritize fast-loading webpages throughout your site.

4 Evaluate your current URL for its effectiveness and make a change, if needed.

4 Implement stronger site security to protect users’ personal information, as needed.

IMPROVE YOUR WEBPAGES’ FUNCTIONALITY

There are basic things you may still need to do to make your business’s website more unique in your industry without investing a lot of money in upgrades. For example:

4 Correct problems with the behavior of graphics, photos, tables, charts, etc.

4 Make sure iPhone video snips are playing properly on any device type.

4 Check all links to other businesses and between

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your site’s internal pages, your FB page, etc., to ensure that none are broken.

PRODUCT WA TCH

4 Test any fillable forms you are using to ensure they are actually executing the intended info requests, appointment setting, purchases, contest entries, etc.

4 Frequently test CTA buttons and other action command buttons for proper functioning.

IN THE NEWS

4 Check live responder links, chat boxes, helper bots, etc. for the robustness of these resources to users.

HOW CAN UPGRADING YOUR WEBSITE BENEFIT YOUR BUSINESS?

Shop your online market, including your own website. Compare and contrast the user experience of people visiting your online marketing/sales center to shop for services, vs. their encounters with competitors. Notice the difference in your experience when opening a

ASSOCIA TION NEWS

bland site that nobody seems to care about optimizing vs. at a spectacularly professional and interesting site. Use the findings from your market analysis to improve your site. While you’re upgrading, add as many exciting solutions and options as possible for your visitors to meet their needs plus!

ASSOCIA TION INSIDER

SPOTLIGHT INDEX

Vactor iMPACT Combination Sewer Cleaner

BIG CLEAN IN A COMPACT PACKAGE

When there’s a dirty job to be done, trust the iMPACT sewer cleaner to do it without washing quality and safety down the drain. Don’t let its compact size fool you. The iMPACT packs a wicked punch with features like:

• Industry-leading IntuiTouch® controls

• Hands-free accessory light option

• Safety interlocks, non-destructive e-stops and boom alarms

• Multi-Flow system for fuel economy

• Quiet engine design

• Optional wireless controls

• Powerful vacuum blower

And it’s all backed by a solid commitment to highquality performance. The iMPACT is engineered to reliably perform better — powerful, safe and affordable.

5 TOP TIPS FOR SCALING YOUR BUSINESS

Scaling any business is often challenging and can become fraught with pitfalls without a plan. Following a concrete plan will ensure your business growth takes a manageable path.

So what steps must you take to put your business on the right path to greatness?

WHAT DOES SCALING A BUSINESS MEAN?

Scaling a business has a distinct meaning.

While the growth of a business refers to the process where a company increases its revenue and adds resources such as new staff, scaling is a much more strategic process involving careful planning, with every aspect of the business accounted for.

Scaling is challenging, but you can make it work for you with some thought.

Scaling any business takes patience; as with any company, the venture carries some risk. Many businesses make the mistake of attempting to scale too quickly. They focus on short-term gains over long-term projects that would benefit them more.

Follow the framework set out below to plan your next move:

1. Make a Realistic Plan

n What are your long-term goals? – Focus on where you want to go rather than where you currently are. Are you looking to increase revenue? Increase sales? Attract more clients?

n What about staff? – Any growth will mean more staff, training costs, larger premises and more equipment. Do you have the skills to scale or need external help?

n Internal processes – How will scaling affect your day-to-day operations and workflow?

Can your IT systems cope, or will they need to be upgraded?

n Time frames – Be realistic about how long this

process will take and ensure you factor in potential delays and setbacks.

n Finances – All of this growth is going to cost you money. Cast a critical eye over your finances and be realistic. How much will you need to make sure scaling the business happens?

2. Increase Your Sales

To scale a business, you will need to focus on sales. However, increasing your sales is about more than selling more products or services. Some things to think about when planning on increasing your sales:

n Where will you find new customers – Who are your target market?

n What is your target market looking for? – Offer them the products and services they need.

n Build a training process for your staff – Ensure they have the skills to close the deal.

Related to every other point in this list, ensure your IT systems can cope with any growth you plan. If you want to bring in more customers and leads, it's worth investing in a good CRM (customer relationship management system). A CRM will allow you to track every lead and ensure you don’t lose the sale.

n What is your marketing plan? – How will you let the market know you want to grow?

n IT Tools – Do you have the tools to support and track more sales?

ASSOCIA TION NEWS

3. Invest in Technology and Equipment

Related to every other point in this list, ensure your IT systems can cope with any growth you plan. If you want to bring in more customers and leads, it's worth investing in a good CRM (customer relationship management system). A CRM will allow you to track every lead and ensure you don’t lose the sale.

4. Bring in More Staff

ASSOCIA TION INSIDER SPOTLIGHT INDEX

Growing any business means there will be more work to do. Support your existing staff by bringing on board people with skills and experience, as this will benefit everyone. If you’re looking to build a more robust sales pipeline, someone with experience doing this will be invaluable to the business.

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Growing any business means there will be more work to do. Support your existing staff by bringing on board people with skills and experience, as this will benefit everyone.

If you’re looking to build a more robust sales pipeline, someone with experience doing this will be invaluable to the business.

5. Seek External Help

If you’re part of a business community or support group, ask for help. Scaling a business can be risky. Don’t embark on scaling up your business without the support of someone who’s done it before.

IS SCALING YOUR BUSINESS THE RIGHT CHOICE FOR YOU?

If you’ve reached the point in your business where you’re struggling to serve your customers' needs then perhaps it's time to start thinking about scaling. Think through what you need, plan carefully and find a mentor.

Scaling a business is not something that you do impulsively and it can be intimidating. Sometimes, the process might not be the best course of action for you and your business. If that’s the case, it's OK not to go ahead.

Whatever you choose to do, do it with intention and make sure it's the right choice for you. Should you choose to scale, be prepared for a tough but rewarding journey.

Sources

https://www.hostinger.co.uk/tutorials/how-to-scale-abusiness

https://www.swipedon.com/blog/tips-on-how-to-scaleyour-business

https://www.score.org/resource/blog-post/how-scalebusiness

https://startups.co.uk/strategy/7-ways-to-scale-your-smallbusiness-to-1m/

https://www.business.com/articles/8-tips-for-scaling-yourbusiness/

https://www.shopify.com/blog/how-to-scale-small-business

https://www.startupdonut.co.uk/grow-your-business/ how-to-scale-up-your-business/10-top-tips-on-scalingyour-business

gotügo PORTA POTTY RENTALS

The reason the septic service industry is that way is because of the nature of the need it serves. That need is persistent, urgent, and doesn't wait for contractors to show up a week later. For this reason, the company that is able to get on the scene first with the fastest answer to that need is the one that wins the contract.

So, what if we were to imagine a company in this genre that is fully optimized, not for great septic service, installation, contracting support, or anything like that, but for speed? In our estimation, if you wanted to design a company that's designed to deliver relief before anyone else has time to load up their trucks, we would design a company like gotügo. The one way to speed past all of the competition is

by delivering portable rental toilets exclusively. We think you'll find that gotügo has specialized more heavily in portable toilet rentals than perhaps any company we've covered so far. It's been through a mix of smart service-focus, knowing their market, and marketing acumen that's running on all cylinders, that gotügo has managed to pull far ahead of the competition.

So let's take a look at how they pull it off so well.

GOTÜGO: THE FORMULA 1 CAR OF THE SEPTIC INDUSTRY

Serving the Maryland, DC, and Northern Virginia area for more than 40 years, gotügo has worked hard to build its reputation as a provider of the fastest, cleanest, most feature-rich portable bathrooms in

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As we have seen over and over in our ongoing survey of professionals in the septic service industry, only the best and the most dedicated to customer service rise to the top. What this takes is the willingness to do what no one else will and the flexibility to rise to the occasion faster than anyone else can.

the region. You can bet that the story behind their success hasn't been anywhere near as fast as they have become.

When gotügo started out in this business, they had to scramble for customers like any other good septic company. They experimented with different lists of products and services and it has only been through risk, trial, failure, error, getting knocked down, and trying again that they eventually struck on their winning formula.

As their leadership will tell you, 'It isn't easy to find the formula that works best. It depends a lot on the character of the community you're working in. But, after years of trying different service sets, we found

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that if you just get right to the heart of what people need when they call a company like ours, you can't lose.'

...after years of trying different service sets, we found that if you just get right to the heart of what people need when they call a company like ours, you can't lose.

These comments got us thinking, how many septic service companies could turn their fortunes around on a dime by just retooling themselves into a portable toilet rental service? Thinking this way, it does seem like an increasing number of local-level septic service teams are opting for the porta-potty business model. If this trend continues, we think you can expect the septic service and portable toilets to become separate industries altogether.

This would make good sense at a time when information technology is pushing more people toward specialization and outsourcing. But only time will tell.

Then again, gotügo is not the only business of its kind that focuses on portable rentals, they are just the most successful at it. That means there's a secret ingredient to their business model. It might be luck, keen intuition about the culture of their service areas, or it might be a stroke of genius.

Whatever it is, gotügo is the proof of concept. A quick look at their many glowing reviews and customer comments

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MAKING A POSITIVE IMPACT ON COMMUNITIES AND ENVIRONMENTS AROUND THE WORLD

will back up their claims and their reputation. The question is whether or not their success is repeatable.

GOTÜGO'S UNMATCHED PORTABLE TOILET SELECTION

They offer the traditional port-a-potty with room for one and basic features. They also offer the popular restroom trailer, which is in high demand all across the country. Restroom trailers are popular with contractors and as accommodations for weddings and premium event seating.

Their portable sinks and hand sanitizers have been all but obligatory over the last three years. These units remain popular even as the COVID scare dies down as people continue to enjoy the feeling of clean hands at public events.

Not to leave their septic service roots behind them, gotügo also offers non-portable waste-holding tanks. These alternatives to traditional septic tanks are highly durable and easy to install. They are a rough and ready way to provide permanent or semi-permanent septic

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Not to leave their septic service roots behind them, Gotügo also offers non-portable waste-holding tanks. These alternatives to traditional septic tanks are highly durable and easy to install.

facilities to campgrounds, construction sites, and more.

Finally, we have gotügo's proprietary containment tray. This novel product is an excellent way to protect the soil wherever port-a-potty mishaps may occur. It's a great solution to potential spills that can spoil a setting before and after events.

GOTÜGO'S SERVICE-TYPE FOCUS

Gotügo goes further to ensure they are the right fit for their customer's needs by focusing on certain types of use cases. They specialize in;

Special Events

Weddings, concerts, and the like have long been the purview of portable toilet rental companies.

Construction

Construction sites have always needed special, temporary toileting facilities, and gotügo has them covered.

Long-Term Use

Where zoning law changes, disasters, and other unforeseeable events make long-term use needed, gotügo serves.

With one of the most structurally diverse and demanding sets of service areas we've seen, gotügo has their work cut out for them. Given their unique jurisdictional challenges, their choice to focus on toilet rentals makes great sense.

Sources

https://www.gotugo.com/

RIDGID® EXPANDS FUNCTIONALITY OF INDUSTRY-LEADING SEESNAKE® SMALL REELS

Enhancements focus on technology and ease of use for more efficiency on the jobsite

ELYRIA, OHIO – April 19, 2023 – RIDGID®, a part of Emerson’s professional tools portfolio, continues to innovate its complete line of diagnostic solutions, recently expanding functionality within its small-reel line for enhanced user experience inside and out of the drain line. For over 25 years, RIDGID has led market innovation in camera reels, setting the industry standard for ruggedness, pushability and ease of use.

“Every tool RIDGID makes is developed with the trade professional in mind and how it can help them do their job better. The latest enhancements to our SeeSnake® Small Reels focus on ease of use and improved inpipe visibility for jobsite efficiency,” said Kelsey David, product manager, RIDGID for Emerson Enhancements were made to three SeeSnake Small Reels:

4 SeeSnake microDRAIN™ APX™ – Now with TruSense® Technology, the microDRAIN APX has enhanced camera functionality and is ideal for navigating up to 65 feet of tight turns including P-traps and toilets in 1.25- to 4-inch lines. TruSense establishes a two-way datalink between the camera head and a TruSense enabled monitor.

With TruSense, advanced sensors on the camera head convey valuable information about the in-pipe environment, including the high-dynamic range (HDR) image sensor which offers bright, clear inpipe imaging in difficult lighting conditions. The TiltSense™ Inclinometer measures the camera's

angle and displays the degree of tilt on the monitor – giving professionals a useful indicator of the pitch of the camera in-pipe. When paired with a CSx series monitor, Auto-Image Flip digitally rotates the camera image every 180 degrees.

4 SeeSnake NANOreel® – Now with built-in kickstand for improved ergonomics that can be used upright, at a 45-degree angle for improved leverage, or planted on four feet to provide clearance. The

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SPOTLIGHT INDEX

reel now comes with a built-in kickstand and an improved CA-350 adapter and docking handle to enhance use with the microCA-350 inspection camera. The SeeSnake microREEL CA features a mid-flex push cable ideal for 1.5- to 5-inch diameter pipe and tight-turn radius inspections up to 100 feet.

SeeSnake microReels are backed by the manufacturer’s RIDGID Full Lifetime Warranty.

SeeSnake NANOreel features a high-flex push cable that can navigate small diameter pipe in up to 82 feet of line. Its small diameter camera head allows the camera to clear sharp bends in 1- to 2 1/2-inch pipe where conventional inspection systems cannot always inspect.

4 SeeSnake microREEL® CA™ – This entry-level

RIDGID diagnostic solutions provide a range of options that work seamlessly together to help find, see and pinpoint exactly where a problem lies with industry-leading precision. Each is engineered to last, so no matter how many times you jam a cable down a pipe or drag a reel out of the truck, you can trust

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The SeeSnake microREEL CA features a mid-flex push cable ideal for 1.5- to 5-inch diameter pipe and tight-turn radius inspections up to 100 feet.

them to get the job done.

To purchase or learn more about RIDGID diagnostic solutions, visit RIDGID.com, or call toll-free:

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1-800-4RIDGID.

Emerson’s professional tools business, which includes RIDGID as well as the Greenlee® and Klauke® brands, provides the industry’s broadest portfolio of advanced, reliable tools and technologies for the mechanical, electrical and plumbing trades globally. Visit emerson.com/professionaltools for more information.

About RIDGID:

For 100 years, RIDGID has been providing certainty and efficiency to the professional trades by delivering innovative plumbing, mechanical and HVAC tools. Inventing the modern pipe wrench in 1923, RIDGID

today has more than 100 patents and 300 products that continue to deliver purpose-built tools to help the skilled trades work with more ease and efficiency. They are part of the Emerson professional tools portfolio that also includes Greenlee® and Klauke®. To learn more, visit RIDGID.com/100.

About Emerson:

Emerson (NYSE: EMR) is a global technology and software company providing innovative solutions for the world’s essential industries. Through its leading automation portfolio, including its majority stake in AspenTech, Emerson helps hybrid, process and discrete manufacturers optimize operations, protect personnel, reduce emissions and achieve their sustainability goals. For more information, visit Emerson.com.

We feel that every customer is unique and has distinctive requirements. Our commitment is to listen and work with you to build the finest vacuum system possible. Take advantage of our quality, experience, and after the sale service & support.

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GENERAL’S RUGGED, RELIABLE JET-SET® WATER JETS SLICE THROUGH GREASE, SLUDGE, SAND, ICE & MORE!

Popular, powerful Jet-Set® electric, gas, and trailer water jets from General Pipe Cleaners slice through grease, sludge, sand, ice, and other “soft” stoppages that many cable drain cleaners can’t clear!

Water jets unleash high-pressure water streams that

pulverize clogs – and flush them away. Nozzle thrust drives the hose down lines – and gives wall-to-wall pipe cleaning action.

General’s rugged, reliable water jets are excellent for blockages in restaurants, hotels, hospitals, factories, schools, sports arenas, care facilities, shopping centers, waste treatment plants, septic systems, and more!

PORTABLE ELECTRIC JETS

Compact and economical, they’re superb for clearing smaller and inside 1-1/2” to 4” lines – like sinks and laundry drains. Hand-carry 23lb JM-1000 Mini-Jet™ right to problems in its rugged metal diamond plate case. Or wheel the trim JM-1450 right to troubles. Its telescoping handle and detachable hose reel make maneuvering easy. And both pack 1500 psi of cleaning power.

MANEUVERABLE GAS JETS

General’s muscular machines punch through stubborn stoppages in longer and outside 4” to 8” lines. All sport reliable engines, 3000 psi punch, puncture-proof tires, and robust, tubular chassis. On-demand Vibrapulse® technology helps propel hoses down long runs and around tight bends.

Models range from light, economical JM-2900 through precisely balanced JM-3000 with electric start and generous 300 ft. capacity hose reel. The JM-3080 tops the line with a 12 gal buffer tank and 8 gpm flow rate – the industry’s highest without requiring a trailer.

POWERFUL TRAILER JET

General’s brawny JM-2512 Typhoon® delivers 12 gpm at 2500 psi to blast clogs from 4” to 12” lines up to 400 ft. long. A 200 gal holding tank aids operations in remote areas with limited water. Two hose reels offer plenty of reach. And standard equipment includes rugged radial tires, leaf-spring suspension, electric brakes, fold-down stabilizer jacks, and more!

There’s a Jet-Set jetter for every application. For details of models and accessories, visit www.drainbrain.com/jets. Or contact General’s Drain Brains® at 800-245-6200 or 412-771-6300.

About General Pipe Cleaners:

General Pipe Cleaners, a division of General Wire Spring Co., is a leading manufacturer of high quality, American-made drain cleaning equipment. In business since 1930, the fourthgeneration, family-owned company is celebrating nearly a century of service to drain cleaning professionals and plumbing contractors, as well as to facilities managers, the rental industry, and the hardware/DIY market. The Toughest Tools Down The Line.

standard equipment includes rugged radial tires, leaf-spring suspension, electric brakes, fold-down stabilizer jacks, and more!

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RUGGED, RELIABLE KINETIC WATER RAM® CLEARS CLOGGED DRAINS FAST Made In America For More Than 50 Years

Don’t be fooled by imitations! More than 50 years of technical advancements made rugged, all-metal Kinetic Water Ram® from General Pipe Cleaners the choice for quickly clearing clogged lines with the power of compressed air!  Just pump it up, insert into a drain – and snap the trigger. It’s that fast.

Environmentally friendly, the compact, portable tool is cleaner than snakes – and safer than chemicals. It requires no electrical power or CO2 gas. And it’s great for plumbing, drain cleaning, maintenance, and rental applications.

Lightweight and economical, futuristic Kinetic Water Ram generates a shock wave that instantly pulverizes stoppages in

1-1/4” to 4” lines – yet won’t harm pipes. The shock wave bypasses vents and bends to batter clogs. And the built-in pump and pressure gauge lets operators choose the right amount of force for each job.

An optional toilet attachment screws onto the front of Kinetic Water Ram, turning it into a powerful plunger. The specially designed accessory precisely positions in bowls for a tight seal, hitting blockages with maximum impact – and no splash back.

General’s sleek, plated Kinetic Water Ram comes in a sturdy carrying case with molded compartments for the tool and accessories. A Schraeder valve for use with an external air compressor when clearing difficult blockages is also provided.

See Kinetic Water Ram in action at www.drainbrain.

com/ram. For more information call the Drain Brains® at General Pipe Cleaners at 800-245-6200 or 412/7716300.

About

General Pipe Cleaners:

General Pipe Cleaners, a division of General Wire Spring Co., is a leading manufacturer of high quality, American-made drain cleaning equipment. In business since 1930, the fourth-generation, family-owned company is celebrating nearly a century of service to drain cleaning professionals and plumbing contractors, as well as to facilities managers, the rental industry and the hardware/DIY market. The Toughest Tools Down The Line.