11 Tips Home Service Business Owners Can Use To Craft A Mouth-Watering Landing Page That Consistently Converts Website Visitors Into Hot, Fresh Sales Leads
If you own a small business and you’re spending money on Google ads each month, here are 11 ways you can optimize your landing page a bit more to squeeze every lead out of it as you can.
After all, if you’re dropping dollars on Google’s doorstep each month, you should try to make sure you get every single penny’s worth.
The 11 landing page optimization tips below only scratch at the surface in the grand scheme of things but it’ll get you started in the right direction.
These are just a few of the things I’ve learned in my 9 years in the digital marketing space. If you have any feedback or tips you think I should’ve included, please feel free to drop a comment at the end of this post. 🙂
Without a goal, you can’t accomplish anything.
Is it to generate a lead? Do you want someone to fill out a form? Or would you rather have them call you directly?
Do you want them to download your latest ebook? Or do you have something else you want to give them?
A lot of people miss this part completely. You need to have a goal in mind. Otherwise, you have no idea what you’re aiming at… and you’ll never know if you succeeded or not.
If you keep this goal in mind, you’ll always know how to word your CTAs (calls-to-action).
You should have a clear offer for your website visitors too. If you focus on making sure your website visitors get something of value every time they visit your website, you’ll make a lot of money very quickly.
Your offer could be something as simple as “Get a Free Consultation”. It’s not that juicy of an offer but it’s an offer nonetheless.
I’m suuuuper guilty of this. I over-explain. A lot. And I tend to make things 10x more complicated than they ever needed to be.
You should have one specific goal for your landing page. Craft it with that one goal in mind, you’ll be golden. If you have to explain something in your copy, try to do it as if you’re explaining it to a five year old.
Simply (and clearly) state what you want your website visitor to do while on your website or landing page. What action do you want them to take?
Social proof is like gold in the digital marketing space — screenshot text messages, DMs, and emails from happy customers or clients. Don’t divulge any contact information, but if someone praises your work in an email or text message, screenshot it and save it.
Post all of these up on your website and drip them out to your audience on your social media accounts.
You already know how powerful Google reviews are… it works the same way with these screenshots. A review being a Google review doesn’t always matter as much as what a person is saying about you. If you’re able to capture that in a DM, email, or text message… it’s as good as gold.
Social proof is a huge, huge benefit.
You could even use a tool like Proof to show website visitors proof (lol) other people have been booking quotes/estimates or buying from you.
In Whit Anderson’s words, make your CTAs the desired action of the people landing on your website.
People don’t want to Apply Now, they want to Get Funded
A lot of home service businesses will just have “Call To Schedule An Estimate”, “Book Now”, “Call For Estimate”, or some variation. Your audience doesn’t want to “Book Now”, they want their lawn mowed or their house cleaned.
Instead, test your CTAs with something like “ Get My Home Cleaned”. Test everything you can think of when it comes to your CTAs.
Think benefits — what does this person get if they click that button?
Ok maybe not constantly, but you should be doing this consistently. The business owners and marketers with the best conversion rates are people who are always testing their headlines, copy, images, and CTAs.
Headline Pro Tip: Make sure you capitalize the first letter of each word in your headlines.
Different words evoke different (and sometimes stronger) emotions from your audience.
Even something as simple as moving an image to a different spot on the page can prove to have a huge impact on conversion rates.
Coming up with juicy headlines and mouth-watering copy for your landing page can be difficult at first. You’ll get better at it the more you learn about what your audience really cares about. No one is an expert at this stuff on Day 1. 🙂
Split-Test Pro Tip: You should never split-test more than 1 thing at a time otherwise you will just have cloudy data. Smart decisions can’t be made from clouded data. ☁️
This one’s obvious… at the bare minimum you should have a contact page so folks can reach out to you. (Unless of course you only accept new clients if they call you.)
It’s best to have your email address clearly listed on your website even if you already have a contact form. At the very, very least you’ll look more professional.
If they’re listed anywhere on your website or landing page, make all of your phone numbers clickable.
Your goal should be to make it as frictionless as possible to take someone from website visitor to sales lead.
You can make your phone numbers clickable on any given website builder (to my knowledge)… you just hyperlink it the same way you’d do a web page, except instead of the URL, you’d enter in tel:17044405828 — this is what it should look like when you’re done: (704) 440–5828.
Instead of someone having to switch to the phone app and remember to punch in the correct number, all they have to do is click and call.
Removing as much friction as possible is the key to winning the game of conversions.
If you need help with this, please reach out to me by clicking the little chat bubble in the lower right corner of this page. I’m always happy to offer some quick help.
A large percentage of your audience prefers to text instead of call. Even if it’s someone in our family lol.
Having a texting option on your website helps you convert anywhere from 2%-5% more of your website visitors into hot, fresh leads for your business.
Even today in the 2020s, very few businesses do this the right way.
A chat bubble
Something as simple as a little chat bubble on your website will instantly optimize your landing page (or website). All because a certain percentage of your audience will always prefer to communicate via text message.
(I’m also one of those people 🥴)
My mom’s residential cleaning company needed this so I went out and white labeled a software that offered exactly that.
This is what the chat bubble looks like on mobile
And this is what it looks like on Desktop
Capture 5% more leads from your landing page or website by installing a simple chat bubble
In any given month, this chat bubble will capture anywhere from 6%-11% of website visitors (we’re using Facebook ads and Google ads to drive traffic). I just say 2%-5% to set more reasonable expectations.
My mom’s website was set up to convert extremely well to begin with, but we experienced a lift in conversions after simply installing this simple chat bubble.
Giving people every possible way to reach out to you will always increase your conversion rates.
If you own a small business and you’d love to offer a chat option like this on your site, please get in touch with me for a discounted price on this. More than happy to get you set up with this so you can squeeze more sales leads out of your landing page(s). Send an email to firstname.lastname@example.org for more information.
Originally published at https://nurturely.io.