11 Landing Page Optimization Tips For Blue Collar Businesses
If you own a small business and you’re spending money on Google ads each month, here are 11 ways you can optimize your landing page a bit more to squeeze every lead out of it as you can.
After all, if you’re dropping dollars on Google’s doorstep each month, you should try to make sure you get every single penny’s worth.
The 11 landing page optimization tips below only scratch at the surface in the grand scheme of things but it’ll get you started in the right direction.
These are just a few of the things I’ve learned in my 9 years in the digital marketing space. If you have any feedback or tips you think I should’ve included, please feel free to drop a comment at the end of this post. 🙂
1. Have A Clear Goal + Offer
Without a goal, you can’t accomplish anything.
Is it to generate a lead? Do you want someone to fill out a form? Or would you rather have them call you directly?
Do you want them to download your latest ebook?
Or do you have something else you want to give them?
A lot of people miss this part completely. You need to have a goal in mind. Otherwise, you have no idea what you’re aiming at… and you’ll never know if you succeeded or not.
If you keep this goal in mind, you’ll always know how to word your CTAs (calls-to-action).
You should have a clear offer for your website visitors too. If you focus on making sure your website visitors get something of value every time they visit your website, you’ll make a lot of money very quickly.
Your offer could be something as simple as “Get a Free Consultation”. It’s not that juicy of an offer but it’s an offer nonetheless.
2. Keep It Stupid Simple
I’m suuuuper guilty of this. I over-explain. A lot. And I tend to make things 10x more complicated than they ever needed to be.
You should have one specific goal for your landing page. Craft it with that one goal in mind, you’ll be golden. If you have to explain something in your copy, try to do it as if you’re explaining it to a five year old.
Simply (and clearly) state what you want your website visitor to do while on your website or landing page. What action do you want them to take?
3. Use Social Proof Like Your Life Depends On It
If you have social proof, screengrab the hell out of it and throw it up on your landing page
Just do it like this:
Social proof is like gold in the digital marketing space — screenshot text messages, DMs, and emails from happy customers or clients. Don’t divulge any contact information, but if someone praises your work in an email or text message, screenshot it and save it.
Post all of these up on your website and drip them out to your audience on your social media accounts.
You already know how powerful Google reviews are… it works the same way with these screenshots. A review being a Google review doesn’t always matter as much as what a person is saying about you. If you’re able to capture that in a DM, email, or text message… it’s as good as gold.
Social proof is a huge, huge benefit.
You could even use a tool like Proof to show website visitors proof (lol) other people have been booking quotes/estimates or buying from you.
4. Make Your CTAs Selfish
Make your calls-to-action selfish for your website’s visitor
What is a CTA?
A call to action (CTA) is a marketing term that refers to the next step or the action that the marketer wants the consumer to take.
Calls to action can be as direct, such as a button that says “Buy Now,” or a softer CTA such as “Read More.”
Through practices such as A/B testing, marketers can learn which CTAs are most effective in getting the audience to do a specific action.
In Whit Anderson’s words, make your CTAs the desired action of the people landing on your website.
People don’t want to Apply Now, they want to Get Funded
A lot of home service businesses will just have “Call To Schedule An Estimate”, “Book Now”, “Call For Estimate”, or some variation. Your audience doesn’t want to “Book Now”, they want their lawn mowed or their house cleaned.
Instead, test your CTAs with something like “Get My Home Cleaned”. Test everything you can think of when it comes to your CTAs.
Think benefits — what does this person get if they click that button?
5. Constantly A/B Split-Test Your Headlines + CTAs
Ok maybe not constantly, but you should be doing this consistently. The business owners and marketers with the best conversion rates are people who are always testing their headlines, copy, images, and CTAs.
Headline Pro Tip: Make sure you capitalize the first letter of each word in your headlines.
Different words evoke different (and sometimes stronger) emotions from your audience.
Even something as simple as moving an image to a different spot on the page can prove to have a huge impact on conversion rates.
Coming up with juicy headlines and mouth-watering copy for your landing page can be difficult at first. You’ll get better at it the more you learn about what your audience really cares about. No one is an expert at this stuff on Day 1. 🙂
Split-Test Pro Tip: You should never split-test more than 1 thing at a time otherwise you will just have cloudy data. Smart decisions can’t be made from clouded data. ☁️
6. Make Sure Your Website Visitors Have Every Possible Way Of Contacting You
This one’s obvious… at the bare minimum you should have a contact page so folks can reach out to you. (Unless of course you only accept new clients if they call you.)
It’s best to have your email address clearly listed on your website even if you already have a contact form. At the very, very least you’ll look more professional.
Phone call 📲
If they’re listed anywhere on your website or landing page, make all of your phone numbers clickable.
Your goal should be to make it as frictionless as possible to take someone from website visitor to sales lead.
You can make your phone numbers clickable on any given website builder (to my knowledge)… you just hyperlink it the same way you’d do a web page, except instead of the URL, you’d enter in tel:17044405828 — this is what it should look like when you’re done: (704) 440–5828.
Instead of someone having to switch to the phone app and remember to punch in the correct number, all they have to do is click and call.
Removing as much friction as possible is the key to winning the game of conversions.
If you need help with this, please reach out to me by clicking the little chat bubble in the lower right corner of this page. I’m always happy to offer some quick help.
Text message 💬
A large percentage of your audience prefers to text instead of call. Even if it’s someone in our family lol.
Having a texting option on your website helps you convert anywhere from 2%-5% more of your website visitors into hot, fresh leads for your business.
Even today in the 2020s, very few businesses do this the right way.
A chat bubble
Something as simple as a little chat bubble on your website will instantly optimize your landing page (or website). All because a certain percentage of your audience will always prefer to communicate via text message.
(I’m also one of those people 🥴)
My mom’s residential cleaning company needed this so I went out and white labeled a software that offered exactly that.
This is what the chat bubble looks like on mobile
And this is what it looks like on Desktop
Capture 5% more leads from your landing page or website by installing a simple chat bubble
In any given month, this chat bubble will capture anywhere from 6%-11% of website visitors (we’re using Facebook ads and Google ads to drive traffic). I just say 2%-5% to set more reasonable expectations.
My mom’s website was set up to convert extremely well to begin with, but we experienced a lift in conversions after simply installing this simple chat bubble.
Giving people every possible way to reach out to you will always increase your conversion rates.
If you own a small business and you’d love to offer a chat option like this on your site, please get in touch with me for a discounted price on this. More than happy to get you set up with this so you can squeeze more sales leads out of your landing page(s). If you’re on our main site — nurturely.io — just click the chat bubble in the lower right corner of this page to get in touch.
Website Leads Analysis — Results in under 7 minutes
Find out how many leads you’re missing out on by not having live chat on your website.
A large number of people prefer to start conversations with chat/text message. If you don’t have that option, they won’t do business with you.
Find out how many leads you’re missing out on each month.
Take the analysis.
7. Exit Popups
This one can be a bit controversial because, to some people, exit popups can be viewed as annoying. If someone has already made the decision to leave your website or landing page, should you throw something up to entice them back? (It all depends on who you ask, honestly.)
If you’re going to use exit popups, make sure it actually offers them something though.
Don’t just say “hey, subscribe to our email list before you go!” …that will likely end up annoying people more than anything.
You must offer something of substance like a juicy discount on their first service with you or something. Make it an offer they can’t refuse.
Privy even gives you a way to get started with exit popups for free
8. Make Sure The Good Stuff Is Above The Fold
This will be different on desktop and mobile
What is “above the fold”?
Wikipedia says: Above the fold is the upper half of the front page of a newspaper or tabloid where an important news story or photograph is often located.
When it comes to websites and landing pages though, “above the fold” can also be “above the scroll”.
If something is above the fold, it means it’s visible before the website visitor has a chance to scroll an inch.
This is what “above the fold” looked like before the Internet ⬇️
9. Get Rid Of The Navigation On Landing Pages
You don’t want to give your website visitors any outs.
If you’re spending money on Google ads with a specific goal of generating a lead/customer/client, you don’t want to give them any options to leave that specific page.
The chances of them coming back to that landing page once they leave are ostensibly zero.
Make your paid ad spend go further by removing the navigation from your landing pages.
10. Gating — Or Not Gating — Your Best Content
There are two very, very good arguments to this one. Should you gate your content or not?
One side feverishly believes that you should give away all of your best content for free and the right customers or clients will gravitate towards you.
I think that perspective is brilliant. If you only ever attracted your most ideal customers or clients, you will make a lot of money and have far less client headaches.
The other side believes that you should give away your “good enough” content for free and gate your best stuff.
There’s tremendous power in email marketing. Tremendous power.
The ROI on email marketing is said to be something like 44x — for every $1 you spend on email marketing, you will bring in $44. If (and it’s a big if) done right.
If you have someone’s email address, you have the opportunity to build a relationship with them (and, ideally, eventually sell something to them).
Of course, you’d be doing the same with the people who come to you inbound (people who found you instead of you finding them)… but if you’re gating your content, you’re always collecting email addresses of people who could become your most ideal customers or clients.
11. When It’s Genuine, Use Scarcity
For example, if you own a cleaning company and had 7 slots left for weekly cleaning clients, you could say something like “We’ve only got 7 slots left for our weekly cleaning package — Sign up for our weekly service today and get 20% off your first two cleans”.
(You can use that exact line if you want, too.)
Everyone sees right through the fake bullsh*t anyway. Unless you’ve been living under a rock, you know exactly what I mean too lol. Always a bit cringey for me when I see fake scarcity tactics being used.
These Landing Page Optimization Tips Only Scratch The Surface
There are so many different things you can do to help increase the conversion rate of your landing pages. Each business and each industry will be different too. What works for one may not work for the other. (And that’s why A/B split-testing is so, so important.)
These 11 tips will help get you pointed in the right direction but they only scratch the surface.
If there’s something else you’d like us to write about, drop a comment below or hit us up with the chat bubble in the lower right corner of this page.
Thanks for reading! 😎
Make today great.
Bonus Resources To Help With Your Landing Page
Bonus #1: 19 Rules of Conversion Optimization
Great Twitter thread by @bbourque that discusses his top rules for conversion optimization. Even though his tweet only says “conversion optimization” you can apply every single one to your landing page to make them more effective.
Read his thread on Twitter here or scroll down to read his 19 rules
19 Rules of Conversion Optimization by Brian Bourque
19 rules of conversion optimization:
- There are no rules. Blue doesn’t always convey a sense of security. Short copy doesn’t always beat long copy. Break rules.
- Users don’t care about you. Users care about what you can do for them. Be explicit about the problems you solve and the benefits you deliver.
- Clever copy is for losers. Metaphors confuse people. No one cares that you studied English literature. (I did too)
- Friction is a dial you can adjust to find the right customers. Low quality users? Increase friction. High quality users? Decrease friction.
- Context matters. The journey from ad to landing page to conversion should be a seamless narrative. Different ads? Consider different LPs.
- Big differences produce bigger gains. Test small differences and you’ll limit the probability of big outcomes. Test wildly contrasting copy or page designs before honing in on individual elements.
- People don’t read. They skim. Make it clear at a glance what you’re offering. Impatient users aren’t going to dive deep unless you give them a good reason.
- Try testimonials. People trust other people. Social proof works because it’s external validation. Test it.
- Free isn’t always better. If it’s free then it usually sucks.
- Be specific. Vague copy convinces no one. 152 words crafted to make you salivate will open wallets.
- One landing page = one purpose. Your landing page should encourage a single action. Everything is designed around that single purpose.
- Design is less important than you think. Copy persuades, design points the way.
- Get enough data. Most marketers don’t understand statistical significance. The number of visits you need depends on the size of the effect you’re looking for.
- Use customer feedback to source test ideas. Throw an exit pop to people that don’t convert and ask them why they’re leaving.
- Don’t trust customer feedback. People aren’t good at explaining their own behavior. Take qualitative feedback lightly.
- Watch recordings of people using your site. It’s impossible to anticipate how users will misinterpret your user interface. But they will.
- Be generous You’ve built something to help people. That’s a powerful act. Be generous about how you treat your guests.
- Show credibility Legit endorsements or credentials show that you’re trustworthy. Test them.
- Cover the basics Is your site slow? Does your mobile UX suck? Come on, dude…
Bonus:Remember: there are no rules to conversion optimization. Humans defy reason at every opportunity and your website is no exception.
That’s it.If you enjoyed this please retweet it because your friends might enjoy it too. Follow me at @bbourque for more threads on startups and marketing.“Great things are not accomplished by those who yield to trends and fads and popular opinion.” -Jack Kerouac
Bonus #2: 10 Copywriting Tips To Increase Clicks and Conversions On Your Website, Ads, Emails, and More:
Fantastic Twitter thread by @jmoser on copywriting that helps with conversion anywhere possible — website, landing page, emails, ads… everything. This stuff applies to everything.
Read his thread on Twitter here or scroll down to read his 10 copywriting tips.
Copywriting is a key marketing skill.
Here are 10 copywriting tips that will increase clicks and conversions on your website, ads, emails, and more:
Tip: Use timeframes
Real numbers are more compelling than generalizations like “fast” or “quickly.” Be specific and use direct timeframes to convey more value.
Remove Friction Words:
Tip: Remove friction words
Friction words are: sign up, submit, create account, book a call.
Each phrase produces friction by creating more perceived work.
Tell them what they’ll get, not what they have to do.
Focus On Just ONE Pain Point:
Tip: One pain-point
“Hike like you mean it” isn’t specific to a tangible pain-point
“Hike all day without blisters” highlights one specific pain-point that will be solved.
Tip: Replace buzzwords
“Supercharging” doesn’t tell readers what your product actually helps them accomplish.
“Helps you reach inbox zero” does.
Make It About THEM, Not You:
Tip: It’s about THEM, not YOU
Don’t boast about what you’ve done. Tell users how their life will be improved by your product.
Use “You” variations frequently.
Simple, concrete descriptions:
Tip: Concrete descriptions
Phrases like “command center” produce imagery in the reader’s mind.
Help your readers visualize your product by anchoring it to a concrete description.
Create curiosity gaps:
Tip: Curiosity gap
Curiosity gap = identification of new and valuable knowledge. The gap in the reader’s existing knowledge compels them to click.
This is great for email subject lines.
Lower their risks anywhere you can:
Tip: Lower their risk
Asking a user to “check out” your offer forces them to risk time and effort without a clear reward.
Lower their risk by making it clear what they’ll get in exchange for their attention.
Make your copy conversational:
Tip: Conversational copy
If you don’t use phrases in real conversations, don’t use them in your marketing copy.
Users should instantly understand what you do and why it’s beneficial to them.
Speak WITH them, not at:
Tip: Speak with, not at.
Don’t dominate the conversation. Speak with your target audience instead of commanding them to action.
Instead, explain how you enable their transformation.
Want to write landing pages that drive conversions?
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If you’re a business owner who’s interested in marketing and doesn’t know where to start, please feel free to DM me on Twitter. Always happy to answer marketing questions.
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