Inspired: Contractor Landing Pages That Get Customers Clicking
This is the digital age.
Contractors aren’t getting their business from the phone book anymore. With the internet in everybody’s pocket, your new business lead generation requires a slick, smart, effective landing page.
I’d go so far as to say that the content on your business’ landing page is the single most important factor in drumming up new business.
Wait, stop, pause, rewind. What is a landing page?
This isn’t a new question for me. A lot of businesses have their website, and that’s that. Landing pages aren’t a part of their business plan. I’m here to explain why that’s a problem.
A landing page is a website or standalone PPC (pay-per-click) page that is expressly designed to grab attention and generate leads. It does that by using a contact form or phone number. A great landing page has a narrow focus and is aimed at converting a specific kind of viewer into a customer. That way, you aren’t wasting money by casting a wide net and losing people who click away when they realize your offer doesn’t intrigue them.
In this post, I’ll share specific techniques that I’ve used for my own clients, primarily HVAC, electricians, plumbers, repairmen, roofers, and other kinds of residential and commercial contractors. However, the principles will work for any lead-generation website.
The perfect landing page …
… is targeted and distraction free. We aren’t looking to grab everybody on the internet, just the ones who will respond to your service offers. To that end, we eliminate data and distractions that aren’t useful and focus on captivating them with a single offer attached to a method of lead capture.
The upshot? You’ll be converting twice as many, three times as many, five or six times as many visitors into leads. If you’re any good at your job, you can convert those leads into revenue.
The Makeup of a Great Landing Page
A perfect landing page should have:
- A killer headline.
- A compelling subheadline.
- Zero clichéd, value-less phrases like “We’re number one!”
- Repeated “bucket brigade” style calls to action, repeated throughout the text and in the last sentence.
- A carefully placed, prominent lead capture box/button.
- No clutter!
All killer, no filler, as the rock stars say. That means that the page has to remain focused and free of eye candy or distracting language. Stay tightly fixated on the customer’s need.
If it’s that easy, why don’t all landing pages feature these elements?
Because web designers and content creators are not one and the same. Even very good web designers are only trained in layout, design, graphics, and visual flow. They aren’t trained to understand your customer’s needs, and they certainly aren’t trained on how to walk the customer gently through a page to create interest, then desire, and then action.
Your website designer might give you an attractive landing page, but if you leave the language in their hands, your sales are going to suffer dearly.
Do you need a better, higher-converting landing page for your HVAC Business? Reach out today at 407-701-9520. Prices as low as $277.
High Converting Landing Pages – A Closer Look
I’ve had years to refine my techniques to see what makes a landing page a hit. I’ve tried hundreds of different formulas and offers, and here is what worked.
A Great Headline
That headline will make or break a landing page. Newspapers knew that, and for some reason, web content creators seem to have largely forgotten!
You should be able to concisely capture viewer attention and tell them why they should keep reading or make that call!
Content needs to be engaging,
or they’re going to click away. It doesn’t matter how pretty your website is. It doesn’t matter how much money you paid that graphic designer. That might help you grab their attention, but it won’t help you keep it. You do that with compelling offers.
Your content has to be intriguing. It has to be grounded in offering solutions to viewer problems. It has to tell the visitor that you – and only you – have got the cure to what ails them.
And let’s face it:
They don’t know you. So you need to give them a great reason to get to know you. That means an offer: one so good that they absolutely can’t pass up the chance to learn more.
Stand apart from the crowd.
Use bullet points and other easily-scannable writing to:
- Highlight your company’s standards
- Offer potential customers money-back guarantees
- Describe your customer service pledge
- Tell them you’re never more than a call away, 24/7/365
- Make promises (that you CAN keep)
The specific language you use should be tailored to your company (by a great copywriter!) and should entice your viewers into taking that next step.
And speaking of next steps …
Use an unmistakable call-to-action
The call to action is a pivotal moment in the customer experience. Because customers are a lifetime value (something you should never forget), you have to combine that compelling offer with a call to action that they can’t ignore.
Tell them where to call (now!) and tell them how much money they’ll save if they do. Tell them you’ll even waive the diagnostic fee! Remind them that it’s same day service!
You can also use a mobile action button.
Place a lead-gen box prominently above the fold!
“Above the fold” is a newspaper holdover term. In webspeak, it means placed in the area of the website that can be seen without scrolling. You don’t want your customers to have to go looking for the contact form.
Keep the whole thing simple.
Keep It Simple, Silly. The Navy might not have been delicate, but they were practical. As designs and content go, simpler is almost always better.
In content that means:
- Don’t be everything to everyone.
- Don’t include anything not tightly connected to the landing page’s direct strategy. If the page is about AC repair, don’t talk about installation or maintenance – make separate landing pages for those.
- Don’t give them a plethora of options, but draw them gently toward one.
If you keep it simple and stay focused on key messaging, you’ll succeed in getting customers to contact you now.