6 Ingredients For A Epic Home Service Business Landing Page

When it comes to Google Ads you get to decide where you want to send your ad traffic. 

There are generally two choices: send the traffic to a landing page or send your ad traffic straight to your website’s home page.

In this article we will break down the two choices and decide which makes the most sense for your ad traffic.

What is a landing page?

The definition of a landing page in the digital marketing world is a standalone web page, created specifically for a marketing or advertising campaign according to unbounce. 

What are the ingredients of a great home service business landing page?

A landing page is constructed to get the user to take a specific action. In our case we are discussing home service business websites. The action we want our users to take is to request a quote in most cases.

Let’s take a look at Wise Coatings landing page. There are 6 main ingredients to a landing page that produces leads. Let’s take a look at them.

1. Confirmation of Service

First of all if I am searching for “garage floor coatings” I know that I came to the right place. I see that the company does in fact offer the service that I am looking for.

2. Social Proof

The second part of a great landing page for home service companies is social proof. Social proof on this landing page comes in the form of past customer reviews. This landing page has a review section with happy customers holding a branded sign in front of their newly coated garage floors. 

There is also a widget in the bottom left corner that creates a sense of urgency and more social proof by showing messages such as “Dannetee K. just scheduled their free estimate”.

3. Images & Photos

Images and photos are a must on home service business landing pages. Customers want to see your work. It is important to have as many of your own photos as possible showing your team members in branded uniform doing their work. Use of stock photos will not build the same level of trust with clients so avoid this when possible.

4. Unique value proposition and what to expect.

Wise Coatings unique value proposition is shown on their landing page under the “What Makes Wise Coatings Different” section. 

They go over their lifetime warranty, expert installers and other things that set them apart from the competition and make you want to get a quote from them.

Potential customers want to know what to expect when working with you. Don’t leave this question, tell them right on the landing page. 

I see that the process of working with Wise Coatings is as simple as 1,2,3.

5. Service Area

Let users know if you service their area. This is done by including a service area map on your landing page. This service area map on Sunco’s website is a great example. It leaves no question to what areas they service.

6. CTA or Call to Action

Last but definitely not least is having a CTA, or Call To Action, sprinkled throughout the landing page. According to Investopedia a call to action is the next step that you want a user to make. Call to actions can be buttons like: Call Us, Request a Quote, etc.

Those are the 6 main ingredients to cooking up a landing page that produces leads.

What is a homepage

Techopedia says that a homepage is the default or front page of a site. It is the first page that visitors see when they load a site. A homepage serves as the main menu for your website.

Should I send ad traffic to a homepage?

If you ask most digital marketers they are going to tell you no, don’t send paid traffic to your website homepage. 

The reason for this is mostly because of the design of most homepages. They leave the user with too many options to choose from.

Some website designers, like ClickCallSell, build homepages similar to a landing page. Take a look below at the homepage of Oleyn’s Pressure Washing.

Oleyn’s website was built using the same ingredients as a landing page therefore we would have no issue driving paid ad traffic to this page.

Now let us take a look at a website homepage that we would not recommend sending ad traffic to.

This homepage, compared to Oleyn’s, is not a good option for sending traffic to. If the user’s intent is to hire a company you want to give them a clear path to do so. Make it easy for them.

Conclusion

Every dollar you spend on marketing is a dollar that you had to earn. Don’t waste money sending Google Ads traffic to a page that isn’t bringing in leads.

ClickCallSell has over 10 years of experience running Google Ads, building websites for home service businesses, and bringing in leads at the lowest cost possible.

If you would like to schedule a Good Fit call to discuss what we can do for your company you can do so at this link.

Leave us a comment and we will respond quickly. Cheers!