Picture this. Someone in Tauranga searches "new deck cost", sees your ad and clicks on it. They land on your homepage, which talks about renovations, new builds, fencing, bathrooms and a bit about your company history. They look around for a few seconds, can't see anything about decks, and hit the back button.
You just paid for that click and got nothing for it. This happens every day to tradies running ads, and it's one of the easiest problems to fix.
01What a landing page is
A landing page is a single web page built for one specific purpose, usually to turn people who clicked an ad into enquiries. Unlike your homepage, it's not trying to tell the whole story of your business. It's focused on one service, one type of customer and one action.
If your ad is about decks, the landing page is about decks. If your ad is about emergency plumbing in Wellington, the landing page is about emergency plumbing in Wellington.
02Why they work better than your homepage
Your homepage has to serve everyone. Past customers looking for your phone number, suppliers, people who heard your name from a mate, job applicants. So it covers a bit of everything and nothing in depth.
A landing page only has to serve one person: the one who just clicked your ad. Everything on it is designed to answer their questions and make it easy for them to get in touch. Fewer distractions mean more of them take the next step.
03What a good tradie landing page includes
The best landing pages we build for trade businesses follow a fairly simple pattern:
- A headline that matches the ad they clicked, so they know they're in the right place
- A strong photo of that exact type of job, done by you
- A clear phone number and a short form, visible without scrolling on a phone
- A few lines on why people choose you, like experience, guarantees and turnaround times
- Real reviews from customers who had that kind of job done
- A gallery of similar finished jobs
- Answers to the common questions, like rough cost, timeframes and what happens next
- The phone number and form again at the bottom
That's it. No menu bar leading people off to other parts of your site. No blog links. Just the stuff that helps them decide.
04Make it fast and make it mobile
Most people clicking tradie ads are on their phone. If your landing page takes ages to load, a good chunk of them will give up before they see anything. Keep images compressed, avoid heavy animations and test it on an actual phone using mobile data.
On mobile, the call button should be big and easy to tap. Plenty of people would rather call than fill in a form, especially for urgent jobs.
05Keep the form short
Every extra field in your form loses you a few people. Name, phone number, suburb and a short description of the job is usually plenty. You can get the rest of the details when you call them back.
If you're getting too many low-quality enquiries, adding one or two simple questions, like what type of project or when they want to start, can filter out the tyre kickers without putting off genuine customers.
06Track everything
A landing page is only as useful as what you can learn from it. Set up tracking so you know how many people visited, how many called, how many filled in the form, and which ads they came from. Then you can test different headlines, photos or offers and keep what works best.
This is also important for your ads. When Google and Meta know which clicks turned into enquiries, they get better at finding more people like them. Our conversion optimisation service is all about this kind of testing.
07One page per service you advertise
If you're advertising multiple services, each one deserves its own landing page. A roofing ad should go to a roofing page. A guttering ad should go to a guttering page. It's a bit more work up front, but it almost always lifts the number of enquiries you get from the same ad spend.
If you'd like help building yours, take a look at our landing page design service or get in touch.
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