Why Your Home Service Business Needs a Landing Page

David Chudzinski

Why your Home Service Business Needs a Landing Page

Should your home service business's inbound digital marketing campaigns, such as Facebook or Google PPC, have a landing page?

Isn't simply sending your prospects to your regular quote page on your website good enough?

In this article I will talk about the reasons why your home service business absolutely needs a landing page for your digital marketing campaign and best practices on making a professional landing page.

What is a Landing Page?

A landing page is a simple website, usually distinct and separate from the main site, which is the first point of contact for potential customers and serves a particular purpose.

In the case of a home service business, a landing page serves as a way to generate leads. It's important to keep in mind that it is your job to convince your audience to give you their personal details.

Why You Need a Landing Page

Still not convinced of the efficacy of landing pages? Here are several reasons why landing pages are an absolute must for your home service business.

  • Limit distractions. A landing page, as opposed to simply using your main website, limits distractions for your potential client. A typical website will have a conversion ratio of 30:1, while a landing page should be as close to 1:1 as possible. This means that on a landing page, there should be as few areas to click if it does not directly result in a conversion.
  • More leads. A proper landing page is relevant to the needs of your prospects. If you send them to your homepage, your conversion goal can be nebulous, even if you send them to your quote page. It is essentially throwing away your leads. There are more opportunities for them to exit your page compared to sending them to a landing page.
  • Collect demographics. The leads collected through your landing page are full of useful information. As a local home service provider, knowing your prospects' emails and addresses help with marketing for future campaigns.

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What Makes a Good Landing Page

So now that you know why a landing page is needed, what are the components of a professional and effective landing page?

  • Headline. This is the first thing your visitors see when they land on your page. It should catch their attention and usually provide a value proposition.
  • Copy. It is important to keep your service offering and your value short and sweet. Take big blocks of text and convert them to a bullet point list. Ensure use of keywords are in the copy, as well as in the title and headers.
  • Social proof. Include a section with testimonials as proof of your business's performance. According to Invesp, customers spend 31% more on a business with "excellent" reviews.
  • Lead generation form. This is where you collect the prospects' information. It is important this is short and only collects necessary information: their name, contact information, and address. Your sales team can be responsible for further qualifying the leads, therefore there is no need to making the lead form too long.
  • Company image. The image can help your prospect connect with your business more and see the human side of your company behind their computer or smartphone screen.
  • Thank-you page. Landing pages should always follow with a thank-you page. It confirms that the prospect's information has been collected.

Examples

Include the logo, headline, and lead capture form at the top, or "above the fold," the section of a webpage the visitor does not have to scroll down to see.

Include certifications or badges, as well as testimonial(s) for social proof and proof of competence. This content can be "below the fold," as it typically is directed to those who already show interest.

Conclusion

Landing pages and inbound digital marketing campaigns are inseparable. If you are running Facebook ads or Google PPC ads for your home service business, you absolutely need a landing page. Landing pages help increase leads if done professionally. Feel free to contact us if you require assistance with your landing page creation for your home service company.


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About the Author

David Chudzinski is the founder of Aurora Marketing. When he is not serving clients, he is enjoying time with his wife, practicing jiu jitsu, or playing guitar. He calls beautiful British Columbia home.