Performance Overview
Everything Fire Marketing Pros is doing for Sioux Falls Fire Protection, in one place. Updated automatically every Sunday and Wednesday morning.
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What you're looking at. These four numbers are the health of your online presence over the last 30 days, compared against the 30 days before that. Sessions are visits to your site. Users are individual people. Conversions are completed contact forms and phone-number clicks. If the green arrows are up, more of Sioux Falls is finding you than last month.
Sessions
1,284
▲ 18.2%vs. prior 30 days
Users
1,047
▲ 15.6%vs. prior 30 days
Conversions
38
▲ 26.7%forms + call clicks
Avg. Search Position
8.4
▲ 2.1places gained
Sessions — Last 6 Months
Each bar is one month of total visits to your website.
Where Visitors Come From
Share of total sessions, last 30 days.
Seven in ten visitors arrive through a Google search. That is the channel worth protecting.
Most-Visited Pages
Which pages people actually read, last 30 days.
| Page | Views | Avg. Time | Conversions |
|---|---|---|---|
| Kitchen Hood Suppression | 412 | 2:38 | 14 |
| Home | 386 | 1:12 | 7 |
| Inspections & Service Plans | 298 | 3:04 | 11 |
| Fire Extinguisher Service | 201 | 2:21 | 4 |
| Contact | 164 | 0:52 | 2 |
Agency RecommendationsFire Marketing Pros
What we see in this month's numbers, and what we're doing about it.
1
Kitchen hood suppression is your strongest page — 412 views and 14 conversions, the best converting page on the site. We're building three more pages around commercial kitchen compliance to widen that lead.
2
Six straight months of growth. Sessions are up 110% since March. This is compounding, not a spike — the content and technical work from the first months is now paying out monthly.
3
Conversions grew faster than traffic (26.7% vs 18.2%), which means the visitors arriving are better matched to what you sell. The inspection-focused keywords are doing their job.
4
Google Maps is only 9% of sessions. That's the biggest open opportunity — a focused Google Business Profile push should move local "near me" searches into the top three.
Website Traffic
How many people visit your website, where they come from, and what they do when they arrive.
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How to read this. A session is one visit — one person can have several. A user is one person, however many times they come back. Bounce rate is the share who read one page and left; for a service business, under 55% is healthy. Pages per session above 2 means people are exploring rather than skimming.
Sessions (30d)
1,284
▲ 18.2%
Users (30d)
1,047
▲ 15.6%
Bounce Rate
42.8%
▼ 4.1%lower is better
Pages / Session
2.7
▲ 0.3
Daily Sessions — Last 90 Days
The upward slope is the trend line that matters. Weekly dips are weekends.
Device Breakdown
More than half your visitors are on a phone.
Top Cities
Where your visitors are physically located.
Agency RecommendationsFire Marketing Pros
Three things this traffic data tells us.
1
58% mobile means the phone number has to be one tap. We've kept the click-to-call button fixed on mobile — it accounts for a third of your conversions.
2
Bounce rate dropped 4.1 points while traffic grew. Growing traffic usually raises bounce rate. Yours fell, which means the new visitors are the right ones.
3
36% of visits come from outside Sioux Falls proper — Brandon, Harrisburg and Tea together. Worth dedicated service-area pages next quarter to own those searches outright.
Search Performance
Where you rank on Google for the searches that bring paying customers, and how that has moved.
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What position means. Position 1 is the first result on Google. Anything in the top 3 gets the large majority of clicks; page one ends at position 10. Impressions are how many times you appeared in results, clicks are how many times someone chose you. Moving from position 8 to position 3 typically multiplies clicks several times over.
Total Clicks
912
▲ 22.4%
Impressions
28.4K
▲ 31.0%
Avg. Position
8.4
▲ 2.1places gained
Keywords in Top 10
7
▲ 3of 12 tracked
Tracked Keyword Rankings
The twelve searches we are actively working to win for you.
| Keyword | Position | Change | Impressions | Clicks |
|---|---|---|---|---|
| kitchen hood suppression sioux falls | 2 | ▲ 4 | 1,840 | 212 |
| fire extinguisher service sioux falls | 3 | ▲ 2 | 2,410 | 186 |
| fire inspection sioux falls | 4 | ▲ 6 | 3,120 | 164 |
| fire sprinkler inspection south dakota | 6 | ▲ 1 | 1,290 | 78 |
| restaurant fire suppression sioux falls | 7 | ▲ 5 | 980 | 61 |
| fire alarm system installation sioux falls | 8 | ▲ 3 | 1,470 | 54 |
| emergency lighting inspection sd | 9 | ▲ 2 | 640 | 31 |
| fire safety training sioux falls | 12 | — | 720 | 22 |
| annual fire inspection cost | 14 | ▲ 7 | 2,180 | 18 |
| commercial fire protection south dakota | 16 | ▲ 4 | 1,610 | 14 |
| fire extinguisher recharge near me | 21 | ▼ 2 | 4,240 | 9 |
| nfpa 96 compliance | 24 | ▲ 3 | 1,890 | 6 |
Agency RecommendationsFire Marketing Pros
Where we're pushing next, and why.
1
Seven keywords now sit on page one, up from four last quarter. "Fire inspection sioux falls" climbed six places to position 4 — the single most valuable term you have.
2
"Kitchen hood suppression" is one place from the top spot. We're adding an NFPA 96 compliance guide and a service-schedule FAQ to push it to #1 this quarter.
3
"Fire extinguisher recharge near me" slipped two places and has 4,240 impressions — the largest untapped audience in your set. This is our priority fix; a dedicated recharge page goes live this month.
4
"Annual fire inspection cost" jumped seven places. Cost-intent searches convert well because the searcher is close to buying. A transparent pricing page would likely take this into the top ten.
Leads
Every contact form and quote request from your website, newest first.
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Note on this page. Lead records contain customer names, phone numbers and property addresses, so in your live dashboard this page sits behind a login. The rest of the dashboard stays public, so you can share it with your team. The rows below are fictional examples for demonstration only.
Leads (30d)
38
▲ 26.7%
Form Submissions
24
from contact page
Call Clicks
14
tap-to-call, mobile
Cost Per Lead
$0
all organic
Recent Enquiries
Sample records — illustrative only, not real customers.
| Received | Service Requested | Source | Status |
|---|---|---|---|
| Aug 18 | Kitchen hood inspection — restaurant | Organic search | New |
| Aug 17 | Extinguisher recharge — 12 units | Google Maps | New |
| Aug 16 | Annual sprinkler inspection quote | Organic search | Contacted |
| Aug 14 | Fire alarm system — new build | Direct | Contacted |
| Aug 13 | Emergency lighting test | Organic search | Quoted |
| Aug 11 | Staff fire safety training | Quoted |
Agency RecommendationsFire Marketing Pros
What the lead flow is telling us.
1
38 leads at zero ad spend. Every one came from organic search, Maps or direct traffic. There is no paid channel propping this up.
2
Call clicks are 37% of leads. Mobile searchers want to talk, not type. Answering during business hours is the single highest-leverage thing on your end.
3
Restaurant and commercial kitchen enquiries dominate. That matches where your rankings are strongest — the strategy is compounding in one direction, which is what we want.
Competitor Watch
How you stack up against the other fire protection companies in the Sioux Falls market.
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Why this page exists. Rankings only matter relative to whoever else is competing for the same search. This tracks the three firms you most often appear alongside — their review scores, their review counts, and how many of your twelve tracked keywords they outrank you on. Competitor names are hidden in this sample. Your live dashboard names the real local companies.
Head to Head
Review data and keyword overlap, refreshed weekly.
| Company | Google Rating | Reviews | Keywords Ahead of You | Trend |
|---|---|---|---|---|
| Sioux Falls Fire Protection — you | 4.8 | 64 | — | ▲ gaining |
| Competitor A | 4.6 | 128 | 5 of 12 | — holding |
| Competitor B | 4.4 | 86 | 3 of 12 | ▼ slipping |
| Competitor C | 4.9 | 41 | 2 of 12 | ▲ gaining |
Review Count
Volume matters as much as rating for local ranking.
Google Rating
You hold the second-highest rating in the market.
Agency RecommendationsFire Marketing Pros
The competitive read.
1
Your rating beats every competitor but one, yet you have half the reviews of Competitor A. Rating is won; volume is the gap. A post-service review request would close it inside two quarters.
2
Competitor A leads on only 5 of 12 keywords, down from 8 last quarter. You are taking ground from the market leader.
3
Competitor B is slipping across the board. Their commercial kitchen terms are the softest target in the market right now — we're pointing next quarter's content there.
Deliverables
Everything Fire Marketing Pros has built and maintains for you.
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What this page is for. Marketing work is mostly invisible between monthly calls. Green cards are live and running. Dashed cards are available but not part of your current plan — no obligation, they're listed so you always know what exists.
Live & Running
Included in your current engagement.
✓Website
Astro + EmDash CMS on Cloudflare. You hold the admin login.
Live✓Local SEO
12 tracked keywords, on-page optimization, technical fixes.
Live✓Google Business Profile
Managed listing, service categories, photo updates.
Live✓Analytics & Tracking
GA4 and Search Console, conversion tracking configured.
Live✓Service Pages
Six service pages written and optimized.
Live✓This Dashboard
Live reporting, synced twice weekly. No login required.
LiveAvailable, Not Currently Active
Listed for transparency. Nothing here is billed unless you ask for it.
○Review Generation
Automated post-service review requests by text and email.
Available○Paid Search
Google Ads for emergency and same-day service terms.
Available○Service Area Pages
Dedicated pages for Brandon, Harrisburg and Tea.
Available○Email Marketing
Inspection-due reminders to your existing customer list.
AvailableAgency RecommendationsFire Marketing Pros
Notes on your current scope.
1
Six deliverables running, zero ad spend. Every lead this month came from work that keeps producing after it's built — that's the point of the organic-first approach.
2
The website is yours outright. You hold the EmDash admin login and the Cloudflare project transfers to you whenever the engagement ends. Nothing about your site is hostage to us.
3
Review generation is the dashed card we'd activate first. It's the lowest-cost item available and it lifts every keyword at once. Worth raising on the next monthly call.
What's Next
The roadmap we'd recommend over the next three quarters, based on what the data is showing.
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How to use this. Nothing here is scheduled or billed. It's our honest read on the highest-return next moves given your current numbers. Bring questions to the monthly call and we'll sequence whatever you want to pursue.
Q4 2026
Own The Recharge Search
"Fire extinguisher recharge near me" draws 4,240 impressions monthly and you sit at position 21. It is the largest untapped audience in your keyword set.
• Dedicated recharge service page
• Pricing and turnaround transparency
• Google Business Profile service entry
Q1 2027
Close The Review Gap
You out-rate every competitor but one and still have half the review volume of the market leader. Volume is the last piece of local ranking you don't hold.
• Automated post-service review requests
• Text and email, two-touch sequence
• Target: 64 → 120 reviews in six months
Q2 2027
Expand The Service Area
36% of your traffic already comes from outside Sioux Falls proper, with no pages targeting those towns. That is demand you're capturing by accident.
• Brandon, Harrisburg, Tea landing pages
• Local schema and citations per town
• Separate tracking per service area
Agency RecommendationsFire Marketing Pros
If you only do one thing.
1
Start with reviews. It's the cheapest item on this list, it compounds, and it lifts every keyword at once rather than one page at a time.
2
The recharge page is the fastest single win. One page, roughly two weeks to build and index, aimed at the biggest impression pool you have.
3
Service area pages can wait. They matter, but you're already winning that traffic accidentally — better to bank the two easier wins first.
Brand Guide
Your logos, colors and fonts in one place. Send this page to anyone who needs your brand assets.
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Bookmark this page. Whenever a sign printer, uniform supplier, truck wrap shop or event organizer asks for "your logo and brand colors," send them here instead of digging through email. Click any hex code to select it.
Color Palette
Click a hex code to select it. Provisional values — confirm against your printed materials.
Primary Red
#C8102E
Deep Red
#9B0C23
Charcoal
#101828
Slate
#667085
Off White
#F7F8FA
Typography
Used across the website and this dashboard.
Inter Bold
Headlines and page titles
Inter Regular
Body copy and descriptions
Usage Rules
Keeps the brand consistent wherever it appears.
• Keep clear space around the logo equal to the height of the mark.
• Primary Red on white, or white on Primary Red. Never red on charcoal.
• Do not stretch, rotate, recolor or add effects to the logo.
• Minimum logo width 28px on screen, 0.5in in print.
• On photography, use the white logo over a dark overlay.
Logo Files
In your live dashboard, your logo files download from right here.
SVG for print shops and sign makers, PNG for everything else. We add them when your dashboard is set up.
Agency RecommendationsFire Marketing Pros
Keeping the brand consistent as you grow.
1
Send this page instead of files. Sign printers, uniform suppliers and truck wrap shops all ask for the same three things. One link answers all of it and nobody ends up working from an old logo.
2
Confirm these hex values against your printed materials. They're read from the website, and print and screen sometimes drifted apart before the site was rebuilt. Send us a business card and we'll verify.
3
Consistent branding is a ranking factor indirectly. Matching your name, logo and colors across Google Business Profile, directories and social builds the trust signals that local search rewards.