What is a “Landing Page”?
Many times people will ask me, “Do you do landing pages?” It is almost impossible to answer this question with a simple yes or no. Why? Because the definition of Landing Page varies from person to person and that includes carpet cleaners, web designers, marketing firms, etc.
So, let’s talk about what a true Landing Page actually is. The official definition according to Wikipedia is: “A single web page that appears in response to clicking on a search engine optimized search result or an online advertisement.”
So, we are talking about a “page” on a website and not a full website. Therefore a “landing page” can be a separate page on your own website or another site such as Yellow Pages, Yelp or Google Plus.
Why should a cleaning and/or restoration contractor care?
Landing pages become extremely important if you are running a pay-per-click campaigns with Google Adwords or other source. For example, if you are running an ad for tile and grout cleaning then you should have a landing page set up so that when a searcher clicks on the ad it will take them to your specific landing page that is all about tile and grout cleaning.
The mistake most people make with pay-per-click is sending all their traffic to the “Home” page of their website instead of a page that is TARGETED to their search. If someone is looking for “tile cleaning” and they land on a page that is about carpet cleaning then your prospect will “bounce away” with the click of a mouse. So your “conversions” will be very low compared to a custom Landing Page that is specifically about tile cleaning.
This same concept can be applied to all kinds of online and offline advertising. For example, if you are sending out postcards that are promoting air-duct cleaning then put your air duct landing page on the postcard instead of your home page.
The big take away here is that on the internet you must give people what they want without them having to search or dig around to find it. Effective use of Landing Pages makes it easy for clients to get the information they want quickly and without hassle.
The good news is that most cleaners (including your competitors) are not using Landing Pages effectively. Some business owners have reported double and triple response rates just by changing the page that prospects “land on”. So take time to understand the concept and test different pages with a variety of marketing channels. Your bottom line will thank you and so will your customers for helping them find you.
Joe Burnich operates a carpet cleaning marketing and web design business. Experience with his own carpet cleaning business makes him uniquely qualified as he incorporates the “practice what you preach” philosophy to help fellow carpet cleaners succeed as he has. Contact Burnich at (406) 214-6504.