What Is A Landing Page?
Many people think a landing page is just the first webpage someone lands on when they get to their website. We believe there is a better way to think of landing pages. You should think of a landing page as a place you intentionally send someone to perform a specific task. For local service companies, a landing page should be created with the intention of getting a visitor to convert into a lead. This could be in the form of calling your business, filling out a contact request form, or capturing emails for a newsletter.
The Purpose of Your Landing Page is Simple – Convert Visitors to Leads
The Biggest Mistake Local Service Companies Make
Let’s go through a typical Google Adwords campaign scenario. A local tree service company decides to have one of their employees setup a Google Adwords campaign. They use some keywords they would use when searching for their services(mistake #1 – use words your customers use), they create one ad for people to click on(mistake #2 – run multiple ads to test), and then they send the traffic to a page on their website(Mistake #3 – don’t do this).
What happens when you send someone to a page on your website is they are exposed to too many options. There are now many links for them to explore and get lost in your site. They were originally looking for tree removal services and now they are on your community page learning about how your company gives back to the local community. All is great but then your visitor gets a call from her friend, leaves the computer, and the lead is gone.
We like to think of the classic sales quote when talking about landing pages – “never answer a question that wasn’t asked.” If someone is looking for tree removal services, send them to a page specific to tree removal service only. Remove any extra links that could divert their attention elsewhere. Give your visitors what they want and a clear and easy way to make contact with you. It’s that simple.
Elements Of A High-Converting Landing Page
Below is a list of the essential elements of a successful landing page. You don’t have a lot of time to keep your visitors attention, just a matter of seconds, so you want to be sure you explain who you are, what you do, and why people should contact you.
The header is the area at the top of the page that has your company logo in the upper left and a clear call-to-action in the upper right. We like to put a clickable phone number in the upper right. Make sure it’s clickable because more and more people are searching for your services from mobile devices and this makes it that much easier for them to contact you directly.
An Engaging Headline
This is the most important content on your landing page so considerable thought should be taken when creating this verbiage. It’s the first thing people will read when they get to your landing page. Think of some of the biggest benefits your company offers. I put the word “benefits” in bold because people often confuse benefits with features. Benefits are what people get when they do business with you. Features are what you offer. Stick with the benefits.
Clear Call-To-Action (CTA)
For local service companies, the most important CTA is some variation of getting the visitor to call your business. Some examples could be “Call Now,” “Call Today to Schedule Service,” “Call For A Free Quote/Estimate,” or “Call For A Free Consultation.” Test several of these out and see if there is a change in your conversion rate.
Whichever CTA you choose should be put in the top right side of the header and below the headline. The contact form (which we discuss below) is also a CTA and should have some verbiage motivating people to fill out the form. Just replace the word “Call” with “Contact” and use some of the variations above to see what works best for your business.
People like to feel like they are getting a deal. Maybe you can offer 10% off your service during a slow period. If you’re a tree service company, maybe you can add a discounted stump grinding service when someone agrees to your tree removal. Maybe you could offer a discount to new homeowners, veterans, or senior citizens. It doesn’t always have to be a discount; you could offer a free consultation. The possibilities are endless but it helps to throw an offer out there.
Professional Images / Video
If you are going to add an image to the landing make sure it’s professional and related to the service you are trying to sell on this page. If you are selling tree trimming services, then ideally you’ll want a professional image of your team working on trimming one of your customer’s trees. You could also do some before-and-after images as well.
You could also add a video to the page but make sure the video is short and relevant. Again, if you have a video of your team performing the specific service you are selling, that would be best. You can add the video to YouTube and embed the video onto your landing page.
Body Content & Bullet Points
This area goes under the header and images and is used to elaborate on the service you are promoting. We usually start with a brief 2-3 sentence overview followed by a handful of bullet points describing why your service is best and important for people to use. If you are a tree service company, think of why people should have this service done, how it improves the health of the tree and yard, and how it can prevent something bad from happening. Maybe your company specializes in trimming trees in hard-to-reach places or you’re certified in applying a certain treatment to prevent tree diseases. Again, you want to think benefits here and what makes your business stand out from the rest.
Most people like to call to gather more information on your service but there are still a good amount of people who prefer to engage via filling out a form. This happens a lot at night and during the weekends when most businesses are closed. People will fill out the form requesting information expecting a call back from your company that following day or Monday.
It’s important to have a contact form directly on this page to make it as easy as possible for visitors to contact you. The key to the form is to keep the form fields at a minimum. Only ask for absolutely necessary information. This usually includes: Name, Phone Number, Email, Address, Comments. Anything more you can collect when you have them on the phone.
If you have some great testimonials from satisfied customers, this would be a great place to put them. Have an area under the bullet points where you can showcase some testimonials. This gives people some proof that your company does great work and should help move them to contacting you.
Creating a successful landing page takes some time and effort but if you can make one that works, the leads will pour in and the ROI will be worth it!
If you ever have any questions or would like some help creating a landing page for your company, please don’t hesitate to reach out to us. We are very passionate about helping our clients grow.