What a landing page needs
| Part | What it does |
|---|---|
| Matching headline | Repeats the service and city from the ad |
| Clear action | A call button and a short form near the top |
| Proof | Reviews, licenses, photos of real work |
| Answers | Service area, timing and how pricing works |
| Speed | Loads fast on a phone over mobile data |
Why the homepage is not enough
A homepage speaks to everyone. It lists every service, links to the blog and asks visitors to find their own way. A searcher who clicked "water heater repair" wants to see water heater repair, right away, with a way to call.
How Google judges it
Landing page experience is one of the three parts of Quality Score. Google rates how relevant and useful your page is for the person who clicked. Pages with higher ratings are well organized and relate to the search. A weak page can raise what you pay per click.
One page per service
Build a page for each main service you advertise. Keep the design and tracking the same, and change the headline, proof and details. That way every ad group sends people to a page that matches.
Good example. A garage door company sends "broken spring repair" ads to a page about spring repair with a call button and same-day times.
Bad example. The same company sends every ad to its homepage, where a slider rotates through six services.
Read what makes a landing page convert. Our landing pages start at $300.