Let’s talk about landing pages—the secret sauce to turning clicks into customers. If you’re running ads for your service business, a great landing page can mean the difference between a wasted budget and a winning campaign. Here’s how to make your landing pages work smarter, not harder.
What Exactly Are Landing Pages and How Are They Used?
A landing page is a special page on your website designed for PPC ads (like Google Ads). It’s different from other pages because it’s:
- One Goal: Instead of listing everything about your business, it gives info that matches the ad and encourages one action, like calling or filling out a form.
- Built for Ads: It matches what your ad says, so people know they’re in the right place.
- Tracks Results: It helps you see how well your ads are working so you improve your return on investment (ROI).
Think of it like this: people click your ad for a reason, deliver on that promise.
Can’t I Just Link My Ad to the Homepage?
Sure, but you’re likely wasting money.
- Too Much Info: Your homepage has everything—services, company history, service areas, and more. It can overwhelm people.
- Confusing: If someone clicks an ad about “EV Charger Installation Special” but lands on a page about all their electrical services, they’ll leave fast.
- Poor Tracking: You won’t know if visitors came from your ad or somewhere else like Google searches or word of mouth. This makes it harder to improve your ads.
What to Put on a Landing Page
Want your landing pages to crush it? Here’s the blueprint:
- Call Tracking: Use a dedicated phone number just for the page to see how many calls come from your ad.
- Form Tracking: Make a custom form so you know who filled it out.
- Clear Call-to-Action (CTA): Tell people exactly what to do next—like “Call Now” or “Request a Quote.”
- Trust Badges: Add things like “Licensed & Insured”, “Family-Owned”, “Generac Certified” to make people feel confident about your business.
- Great Images: Show off your team, tools, or work with a few personalized pictures. Do not use stock photos!
What to Leave Out
Keep your landing page clean and simple. Avoid these:
- Distractions: Don’t include links to other parts of your website. The goal is action, not exploration.
- Overloading Content: This isn’t the time to dive into your business’s backstory. Keep it relevant and concise.
- Off-Topic Text: If your ad is about “24/7 Emergency Electrician Services,” your landing page should focus only on that.
Why Tracking is Key
How do you know if your landing page is working? By tracking it!
- Conversion Tracking: Are people calling or filling out the form?
- Adjustments: If you notice calls are converting better than form submissions, you can refine your ad copy or CTA to push phone calls.
Tracking helps you make your ads smarter and get more customers.
In Summary
A killer landing page isn’t just a nice-to-have—it’s a must-have if you want your ads to deliver results. Keep it focused, track everything, and give your potential customers a clear, easy path to say “yes” to your services.
Done right, landing pages are your secret weapon for turning clicks into customers and making your ad spend work harder for you. Time to level up!
