Picture this: A potential customer clicks onto your website. You’ve captured their attention with your professional website design, and they like the vibe your home remodeling company brings to the table. Your marketing efforts are working, but your lead isn’t quite ready to pick up the phone yet. Before they decide if you’re the right contractor for the job, they’ll visit your landing page to make sure your service fits their needs.
Your home remodeling landing pages offers a key opportunity to convert website visitors into leads. It might give them the nudge they need to fill out a submission form—or it might send them straight to the competition. Are your service descriptions helping you convert or taking a toll on your marketing efforts?
To step out in front of the competition, you need to present your services in a way that connects with your ideal customers. You need irresistible, captivating landing pages that appeal to your customers’ pain points, set your business apart, and showcase your expertise. Here’s how to explain your services online so you can start converting website visitors into loyal, paying customers.
How Landing Pages Impact Your Bottom Line
Before you start revamping your landing pages, you’ll need to know exactly how they’re impacting your business. Sure, landing pages play a major role in converting customers, but their impact runs much deeper than conversions. Poorly written service descriptions can wreak havoc on your marketing campaigns, drain your lead generation budget, and leave customers with a negative impression of your business.
If you’re running a PPC campaign to drive leads to your website, you’ll need to send them to a compelling home remodeling landing page to avoid wasting money. After all, potential leads click on your ads to learn more about your business. If your kitchen remodel landing page doesn’t convince them to fill out your form, they’re going to hit the back button and click on your competitor’s ad.
If your landing page isn’t optimized for conversions, you’ll end up paying for countless clicks that never turn into leads—or customers. Your SEO efforts won’t drive the results you want, either.
At the end of the day, your home remodeling marketing campaign is only as good as the landing page it sends potential leads to, so you need landing pages that are designed for conversions.
Of course, explaining your services online is easier than it sounds. Content creation is an art, and you’ll need to dedicate some time and resources to crafting lead-converting landing pages. If that sounds like a challenge, you can always hire a reliable marketing partner to get the job done.
Key Components of a Successful Home Remodeling Landing Page
Ready to start crafting the perfect landing page? First, you’ll need to make sure your landing page has all the elements it needs to convert website visitors into paying customers. Here’s what you’ll need to guide potential leads down the sales funnel.
- A benefit-focused headline. Research shows that as many as 90 percent of visitors bounce from landing pages. Some leave because you’re deceiving them, while others leave because you’re wearing their patience thin. To keep your bounce rate low, your visitors should know (and understand) what’s in it for them within seconds of clicking onto your landing page. Your headline is the first thing they’ll see, so it should clearly communicate the value of your services.
- A relevant image. If you’re not adding images to your landing pages, it’s time to start. Your images should represent your target audience, demonstrating how potential leads will feel after they receive your offer. Depending on the landing page, you might include a picture of a spotless, newly renovated kitchen or a bright, spacious basement.
- A compelling, customer-oriented service description. Don’t devote all your time to writing the perfect headline only to fall short when it comes to your service description. Your copy needs to be clear, concise, and show potential leads why they should hire you. Your goal is to guide leads to the CTA.
- A lead submission form. Your submission form should be readily accessible in case leads want to convert right off the bat—you don’t want to leave them hunting your landing page to find your offer. Keep your submission form above the fold so your visitors don’t have to scroll to find it. You might include an anchor link to the form, or a form designed to scroll with the visitor as they navigate down the page.
- A powerful call-to-action. Your call-to-action is arguably the most important piece of your landing pages—it encourages visitors to take action by calling, booking an appointment, or filling out a submission form. Your CTA should stand out, so it’s a good idea to use a color that stands out from the rest of your page. To maximize your conversions, be clear about what action you want your visitors to take (more on that below).
Optimizing Your Home Remodeling Landing Pages for Conversions
Now that you’re familiar with the basics, it’s time to start optimizing your landing page. The process starts the minute you start designing your landing page, but it lasts long after the page goes live. Here’s how to make the most of your marketing efforts with strategic, well-written, and conversion-driving landing pages.
1. Consistent Messaging Is Key
To win at landing pages, you’ll need to keep your messaging consistent. The messaging across your home remodeling landing pages should match your social media campaign ads, blog posts, PPC ads, meta descriptions, and all your other copy. Basically, consistent messaging helps you build a strong brand image and appeal to your target audience.
Your Home page needs to accommodate countless needs—from customers searching for painting services to leads looking to contact your business. A good marketing campaign delivers traffic with one specific need. If your ads direct leads to your Home page, what are the chances they’ll find what they’re looking for and convert?
Your home remodeling campaign will perform best when it delivers a consistent experience. If your ad appears to a certain type of customer, your landing page should appeal to that customer. Meanwhile, if your ad promises more information on bathroom renovations and your landing page leads to basement finishing, you’re only going to confuse potential customers.
2. Write for Them, Not You
When potential leads click on your ad, they’re looking for the answer to one simple question: Can you solve my problem?
Depending on the person, the problem they need solved might vary. For example, someone who’s had a bad experience with a contractor might be searching for a reliable, experienced home remodeling business. To avoid another bad experience, they might search Google for a “reputable home remodeling company.” If they click on your ad, they’ll be scouring your landing page for customer testimonials, details about your experience, and pictures of previous projects.
Of course, pain points aren’t going to be the same for every single home remodeling business. Some of our home remodeling clients focus on increasing the home’s value, while others highlight the importance of creating a spacious home to grow a family. Your customers’ pain points are going to vary depending on your target audience and local market.
So, you’ll want to use information about buyer personas to identify your customers’ key pain points. Then, write content that will help them overcome these concerns. This way, you’ll create a persuasive sales pitch that helps visitors realize your services are the solution to their problems.
Above all else, your landing pages should address your customers’ needs. They want to know that working with you will be a positive experience—and your landing page should convince them that you’re the right choice for the job. If they feel like you’re the solution to their problem, you’ll be the one they call.
3. Keep It Simple
When you’re excited about your basement finishing or home additions services, you want the world to know about it. Keep in mind that most of your customers aren’t going to have the home remodeling expertise or technical know-how that you’ve accumulated from years on the job. Instead of overwhelming potential leads with confusing language and industry jargon, keep your service descriptions simple.
It’s easy to overcomplicate service descriptions, but your landing page challenges don’t end there. When creating landing pages, many clients ask, “What if my target audience wants to learn about X?” or “What about Y?”
If you’re adding too much information about related services, your website visitors are going to feel overwhelmed. Remember: Most people don’t scroll very far down your landing page—and the ones that do probably aren’t going to read most of the content. Your potential leads are visiting a specific landing page to find a solution to a specific problem. If you offer an obvious solution to that problem, they’ll convert. If not, they’ll leave.
So, even if your landing page offers a solution to their problem, but they have to hunt through your page to find the answer, they’re probably not going to convert. Your potential customers are busy—and they’re not going to waste their precious time searching for an answer when your competition has one waiting for them.
This applies to submission forms, too. Believe it or not, a HubSpot study found that conversions decreased by nearly half with an increase from three form fields to four. Longer forms decrease conversion rates, so ask for as little information as you need for a low barrier to entry. In most cases, a name, phone number, and email address are all you need to start nurturing a lead.
4. Back Up Your Expertise With Social Proof
In the age of digital advertising, potential customers assign a lot more value to what other people say about your business than what you say. After all, you’re getting paid to say good things about your home remodeling company, so why should website visitors take your word for it?
If you really want to convince your potential customers that you’re the best choice for their home renovation project, it’s best to let your current customers do the talking. Customer testimonials and reviews can transform your landing page conversion rates. They give customers a better idea of what it’s like to hire your company. Better yet, they position your business as a reliable, trustworthy, experienced leader in your local industry.
In fact, 82 percent of customers read online reviews for local businesses. Reviews help you build a positive reputation, which helps your remodeling business earn trust and boost your conversions. According to a BrightLocal study, 83 percent of people believed businesses with user-generated reviews on their landing pages were trustworthy. What’s more, 74 percent of people who saw reviews on a landing page said they would contact the business. It’s obvious that customer reviews can have a direct impact on your conversions, so it’s time to start using them to your advantage.
Here are some tips to get the most out of online reviews:
- Create a process for generating reviews. Beyond conversions, our clients tell us that online reviews have wide-ranging benefits for their businesses. Reviews build brand awareness, boost search engine rankings, and generate more website traffic. So, start crafting a process so you can generate a consistent stream of online reviews. Consider using an automated review platform like MaxFeedback to streamline the process.
- Add more details. Some customers might hesitate to trust landing page reviews because they don’t give a full picture of your company. After all, most businesses aren’t going to add negative reviews to their landing page. To build trust, make sure you’re including detailed reviews.
- Use images. A quote is good, but a quote with a picture is better—and a video testimonial is even better. Use high-quality, relevant images and videos to captivate potential customers and showcase your company’s value. Even though the copy on your landing page should be short, image and video content can give visitors some extra information without long, boring blocks of text.
5. End With a Compelling Call-to-Action
Whether you’re advertising whole home remodels or room additions, the goal of your marketing campaign is to get people to take action. Depending on your specific campaign, you might want website visitors to fill out a lead submission form, book an appointment, request a quote, or subscribe to your email list. Ultimately, you’re trying to get them to do something.
If you don’t tell people what you want them to do, they’re probably not going to do it. That’s where your CTA comes in.
Your CTA tells website visitors what they should do next. Even if you’re a landing page newbie, you’re probably already familiar with the classic “Submit” or “Sign Up” buttons. Of course, telling someone to “Submit” and actually convincing them to submit a form are two very different things. If you want people to take action, you need to convince them that it’s in their best interest.
Your CTA should be the natural extension of your landing page. Website visitors are scrolling down your landing page, searching for a convenient, simple solution to their problem. Your CTA should show them how taking action will bring them one step closer to solving that problem.
For example, a call-to-action like “Request a Quote” is far more meaningful than a generic CTA like “Submit.” Your CTA needs to provide visitors with something of value. Beyond asking visitors to take action, it should tell them why to do it. It should be clear, concise, and cut straight to the point. Make it easy for leads to convert by making your CTA button big enough to stand out on the page.
You’re Converting Leads. Now What?
You’ve created an optimized landing page and your conversion rate is soaring. Congratulations! You’ve put in the hard work to convert leads, but your efforts don’t stop there. Now, it’s time to nurture those leads to turn them into paying customers. Here’s how to get your lead nurturing strategy off the ground.
- Start with a “Thank You” page. Your “Thank You” page is the first thing your lead sees after converting, so it’s a critical opportunity to delight your new lead and bring them one step closer to converting into a paying customer. Your goal is to deliver your promised offer and generate interest in something else—whether that’s subscribing to your blog, checking out relevant web content, or following your social media channels.
- Guide them through their buyer’s journey. Your lead is slowly making their way down the sales funnel, and you want to make the transition to the decision stage as seamless as possible. Now that you’ve gathered some valuable information about your lead, you can anticipate what they need next. Provide relevant, informative content and resources to help guide them through their journey and help them make the right decision. At the end of the day, your lead is going to choose a company that they know and trust.
- Build a relationship. Once someone clicks your CTA, they become a potential customer. Now, it’s your turn to build a relationship. You already know what they’re interested in and what their pain points are, so you can strengthen your relationship with personalized emails, SMS messages, retargeting ads, and more.
Drive Conversions With Compelling Home Remodeling Landing Pages
At the end of the day, a well-designed, compelling home remodeling landing page can be the difference between a lost lead and a loyal customer. Landing pages can make all the difference in your bottom line—and they’re well worth the investment in time, money, and resources.
If you’re too busy spending time in the field to create powerful landing pages, we’re here to help. Whether you’re finalizing your website content or perfecting your sales funnel, our team can answer any questions you have about landing pages, content creation, and plugging leaks in your sales funnel.