Hatch, EverConnect, and Socius Marketing teamed up recently for a webinar on Lead Gen and Conversion Trends for 2026. We covered:
- Search: How to master discoverability on search engines (Google isn't going anywhere, folks!)
- AISO: How to show up on ChatGPT and other LLMs. (And why Google still matters here.)
- Social: Social media's influence and how to capitalize on it.
- Google LSA: We focused in on the new "Competitive quotes" feature,
- Speed to lead: Why "speed to lead" is now "speed to resolution"
- Voice AI: What businesses are saying and doing when it comes to Voice AI
Read on for the full recap and recording!
About the hosts
Hatch
Hatch is the complete AI CSR platform that helps businesses to increase revenue through better customer communication. With AI CSRs that do the heavy lifting across voice, SMS, and email, your team can focus on closing deals, not chasing leads or fixing tech.
EverConnect
EverConnect, alongside Socius Marketing, helps home service businesses grow faster and smarter. From generating high-intent, geo-targeted leads to building conversion-driven websites and executing full-funnel digital strategies, this family of brands delivers the technology, marketing expertise, and performance you need to scale revenue.
Resources mentioned in the webinar
Webinar recap
TLDR Summary
- Discoverability is multi‑channel. No single silver bullet. You must show up across organic search, AI search, social, vertical directories, and video—and keep NAP data (name/address/phone) consistent.
- AI search is here—and zero‑click is rising. Roughly 60% of queries are zero‑click. Optimize for AI surfaces (e.g., add llms.txt, structured content, reviews, vertical directory coverage) without abandoning classic SEO.
- Social ↔ Google are more connected. A July change increased how social content influences search results. Authentic, consistent posting (including GBP posts) helps lift both.
- Google LSA remains a high‑quality, high‑intent source. Use it, engage the platform (rate outcomes, request reviews), and connect LSA to instant outreach via Hatch.
- Move from speed‑to‑lead → speed‑to‑resolution. Initial response isn’t enough—answer every reply in seconds and guide to a booked appointment.
- Voice AI is ready to rock. It's still new to everyone in the industry, but it beats expensive alternatives (third party call centers or the voicemail black hole).
1) Discoverability on search (traditional SEO)
Key insights
- Google is showing fewer organic links on page 1, especially for local services—making page‑one real estate more valuable.
- Google still relies on the web’s back end (websites, directories, YouTube). Consistency across properties signals trust.
- Vertical directories and YouTube/video meaningfully influence visibility.
Action items
- Quarterly NAP audit: Search your exact business name; verify phone, address, hours, services, and links on page‑one listings (GBP, Yelp, Facebook, manufacturer/distributor lists, chamber/associations). Fix inconsistencies.
- Website hygiene: Clear service pages per offering + location pages for each service area; add FAQs, before/after galleries, and internal links.
- Review engine: Continuous, authentic review generation; respond to reviews.
- Video cadence: Publish short, authentic “owner/tech tips,” testimonials, and project walkthroughs on YouTube and embed on site.
- Directory coverage: Claim/refresh key vertical directories (Angi, Thumbtack, Modernize, manufacturer dealer locators, local chamber/associations). Ensure NAP matches exactly (e.g., “St.” vs “Street” must be consistent everywhere).
2) Discoverability on AI (AISO / AI SEO)
Key insights
- AI summaries now appear above paid ads ~20% of the time (varies by query/market).
- 60%+ of searches are zero‑click; success looks like being cited/surfaced in AI answers and driving calls/conversions—whether or not a click occurs.
Action items
- Add llms.txt: Work with your web partner to include an llms.txt file at the site root to document crawl/usage allowances for AI agents.
- Structured, scannable content: Clear headers, FAQs, pricing ranges, service areas, process steps, warranty/policy details—so AI parsers extract clean facts.
- Prompt tracking: Maintain a list of representative prompts (e.g., “best [service] near [city]”) and log whether you’re cited/surfaced by ChatGPT/Google AI over time.
- Directory sourcing: Ensure presence in high‑authority vertical directories; AI results often cite these as “Sources.”
- Keep classic SEO: Fresh blogs/guides, fast site, schema, internal links; AI visibility rises when your classical signals are strong.
3) Social media
Key insights
- Mid‑year changes increased the flow of signals/content between Meta (FB/IG) and search.
- Consistency matters more than frequency perfection; authenticity beats polish.
- GBP is a social surface. Regular posts boost engagement & visibility.
Action items
- Simple biweekly rhythm: Alternate between (a) 30–60s selfie tip, (b) customer testimonial, (c) project spotlight, (d) employee story.
- Geo‑context: Mention towns/neighborhoods served in captions and on‑video.
- Repurpose reviews: Turn 5‑star quotes into GBP/FB/IG posts; link to the relevant service page.
- Owner timebox: If in‑house bandwidth is thin, assign a weekly 30‑minute content block or hire a pro (don’t rely on “someone who has an IG”).
4) Google LSA (Local Services Ads)
Key insights
- Join if eligible—it’s free to enroll (background checks required) and delivers high‑intent, often lower‑cost leads.
- Newer “Request a competitive quote” flow on mobile can send one consumer inquiry to ~4 providers; you can’t hand‑pick the 4—so your fundamentals matter.
- Engagement boosts rank: Rate lead quality/outcomes inside LSA; request LSA‑tied reviews.
- Turning LSA fully off can hurt momentum; consider budget throttling instead.
Action items
- Enroll + connect to Hatch: Pipe LSA leads directly into Hatch to trigger instant multi‑channel outreach (SMS/email/voicemail) and keep chasing non‑responders.
- Tighten settings: Exact services, exact hours you can answer, realistic service area. Don’t over‑broaden.
- Platform hygiene: Disposition every lead in LSA (lead/not a lead/sale $). Use built‑in review requests.
- Budget pacing: If you must slow volume, lower budget rather than pausing to avoid re‑learning dips.
5) Speed to lead → Speed to resolution
Key insights
- “Instant first touch” is table stakes. The new differentiator is instant reply to every message until the appointment is booked.
- Hatch AI agents reply in ~5 seconds, 24/7, across SMS/email/voice, asking smart questions, nudging politely, and pushing to a scheduled slot.
Action items
- Trigger trees: For each lead source, define the path from first touch → qualification → calendar booking → confirmation → reminders → follow‑ups.
- SLAs beyond first touch: Set and measure time‑to‑reply and time‑to‑booking, not just time‑to‑first‑contact.
- After‑hours plan: Ensure AI continues the thread at 10–12pm when consumers finally inquire.
- Inbox triage: Let AI gather context and surface hot leads to humans with summaries so staff spends time only where it matters.
6) Voice AI
Key insights
- Voice AI quality in the industry is already good and improving fast; it outperforms voicemails and many third‑party answering services for consistency and conversion.
- Inbound phone is multi‑use‑case (spam, vendor, reschedules, emergencies, new service). Success requires scripting for common flows and edge cases.
Action items
- Start small: Launch after‑hours only on one sufficiently busy line/source; collect 50–100 calls to get statistically meaningful.
- Set expectations up front: Greeting like “I’m [Name], your AI assistant. I can (1) book, (2) update appointments, or (3) connect you to a rep.”
- Bailout rules: On human‑request, profanity, complex jobs, or repeated confusion → collect contact + context, then warm‑transfer or schedule a callback.
- Iterate weekly: Add pronunciation fixes, missing probes, policy clarifications; remember you only have to teach it once.
- Measure: Track connect rate, booking rate, human handoff rate, customer satisfaction on AI‑handled calls.
7) Q&A
Q: “How relevant will Google be as OpenAI and similar platforms handle more search?”
Answer: Google still handles ~90% of global searches and monetizes via ads/data; it isn’t going anywhere. AI systems frequently cite/crawl web sources (including Google). Optimize for both classic and AI results.
Q: “Examples of vertical directories?
- Answer: Angi, Thumbtack, Yelp; Google Business Profile; manufacturer/distributor dealer‑locators; local chambers and trade associations; Best Pick Reports, Five Star Rated (Everconnect family). Prioritize free/authoritative listings and exact NAP matching.
Q: With multiple territories, do separate listings hurt SEO?
- Answer: No. Maintain separate Google Business Profiles per legitimate location for Maps/local pack; on your website, publish location pages and ensure each location’s NAP is consistent and crawlable.
Q: We get spikes in our LSA leads, and then we can’t keep up with 10 calls at once. How do we space them out?
- Answer: You can daypart and adjust budgets, but bursts reflect demand. Don’t hard‑pause; throttle budget to preserve momentum. Use Hatch AI to instantly engage spikes so nothing sits.
Q: I’m not showing in AI results—what now?
- Answer: Strengthen the inputs AI reads: add llms.txt, expand structured service/location content, bolster directory presence, keep reviews flowing, and post consistently on social/GBP.
Q: Are LSA review requests still available
- Answer: Yes—Google prefers LSA‑sourced reviews to tie ad→lead→sale. Use the platform’s native prompts.
Want to learn more?
For past and upcoming Hatch webinars, check out our webinar page!