Landing Pages 101: What Local Service Business Owners Need to Know

As a local service business owner, you know how important it is to have a strong online presence. But with so many different digital marketing strategies out there, it can be tough to know where to focus your efforts.

One approach that has been proven to work time and time again is the use of landing pages.

In this blog post, we'll explain what a landing page is, why it's different than a regular website page, and how it can help with digital advertising.

We'll also provide some guidance on the best structure for a landing page to maximize conversions, as well as some common mistakes to avoid and tips for optimization.

What is a landing page?

A landing page is a standalone web page that is designed to capture a visitor's attention and encourage them to take a specific action, such as filling out a form or making a purchase.

Unlike a regular website page, which may have a variety of different purposes and calls-to-action, a landing page is focused on achieving one particular goal.

How is a landing page different than a regular website page?

One of the key differences between a landing page and a regular website page is the level of specificity.

A landing page is tailored to a particular campaign or offer, with a clear and compelling headline, engaging copy, and a strong call-to-action. By contrast, a regular website page may have a more general purpose, with information about the company, its services, and its mission.

Another key difference is that a landing page is designed to be a destination in and of itself, rather than a stepping stone to other parts of the website.

This means that a landing page should be free of any distractions or navigation menus that might encourage visitors to click away.

How can a landing page help with digital advertising?

One of the biggest benefits of a landing page is that it can help to increase the effectiveness of your digital advertising campaigns.

When you create a landing page that is tailored to a specific offer or campaign, you can be sure that the message will be clear and compelling to your target audience.

This can help to increase the click-through rate (CTR) of your ads, as well as the conversion rate (CR) of your landing page.

Another way that a landing page can help with digital advertising is by improving the quality score of your ads.

When you create a landing page that is relevant to your ad copy and keywords, you can expect to see a higher quality score from platforms like Google Ads.

This can lead to a lower cost-per-click (CPC) and a higher ad placement.

What is the best structure for a landing page to maximize conversions?

There are a few key elements that should be included on any effective landing page:

1. Headline: Your headline should be clear, concise, and attention-grabbing. It should also be relevant to the offer or campaign that you are promoting.

2. Subheadline: Your subheadline should provide more context and detail about the offer or campaign. It should also be designed to keep the visitor engaged and interested.

3. Hero shot: A hero shot is a high-quality image or video that is designed to showcase the product or service being offered. It should be visually appealing and relevant to the offer.

4. Benefits: Your landing page should clearly explain the benefits of the offer or campaign. This could include features, pricing, testimonials, and other information that will help to persuade the visitor to take action.

5. Call-to-action: Your call-to-action (CTA) should be clear, prominent, and action-oriented. It should also be consistent with the offer or campaign that you are promoting.

Two great landing page examples from local service businesses

HomeServe

HomeServe, a provider of home emergency repair services, has a landing page that clearly communicates the benefits of their services and provides a simple and simple call-to-action to see repair plans based on your zip code.

The Joint Chiropractic

The Joint has a great landing page with a clear and valuable offer right at the top, urging landing page visitors to take action and claim their coupon. Further down the landing page you'll find the benefits of working with The Joint, a customer testimonial, and answers to frequently asked questions, which can all entice a visitor to claim their coupon and eventually become a customer!

Common mistakes or pitfalls to avoid when creating a landing page

Some common mistakes or pitfalls to avoid when creating a landing page include using vague or misleading headlines, overwhelming visitors with too much information, or having a confusing or lengthy form.

To optimize your landing page for conversions, you should focus on creating a clear and concise value proposition, providing social proof, and creating a sense of urgency.

In Conclusion

In conclusion, a well-crafted landing page can make all the difference in converting leads into paying customers.

By following the best practices outlined in this post, local service business owners can create effective landing pages that not only attract potential customers but also increase the likelihood of a sale.

Remember, keep your messaging clear and concise, provide social proof, use strong calls-to-action, and create a sense of urgency.

If this sounds like something you'd like a professional to do for you, book a demo call with us.

At ClientKeeper, we specialize in helping local service businesses build epic landing pages and sales and marketing systems that drive results.

Thanks for reading!