You’re paying for ads. People are clicking. Great, right? Wrong. If those clicks land people on a cluttered website with a million things to look at, you’re likely losing them faster than a dropped hammer.
Think about it: they clicked your ad for a reason – maybe a specific roofing service or a kitchen renovation. When they land on a page, there should be ONE clear path for them to take. No flashing banners, no endless menus to get lost in. Just the information they need about that specific service and ONE obvious button to push to take the next step.
The “One Path” Principle
This “one path” idea is crucial. It’s about respecting your potential client’s time and attention. They’ve already shown interest by clicking your ad. Don’t make them work to find what they’re looking for. A good landing page focuses on a single conversion goal, minimizing distractions.
What’s That “Button”? (And Why It Matters)
What’s that “button”? We often call it a Call To Action (CTA), but let’s keep it simple: It’s the one thing you want them to do. It could be to:
- Get a quote
- Download a guide
- Schedule a call
- View project photos
Whatever it is, it needs to be crystal clear and easy to find. If they have to hunt for it, they won’t. Make your CTA pop. Use bold, contrasting colors and an easily recognizable shape so that it stands out from the rest.
Beyond the Button: Keeping Them Engaged
While a clear CTA is vital, the rest of the page needs to keep them engaged. Here are a few key elements:
- A strong, benefit-focused headline: Tell them immediately what they’ll get.
- Concise, persuasive copy: Get to the point. Highlight the benefits of your service, not just the features.
- High-quality visuals: Show your work. Use images or videos of successful projects.
- Social proof: Build trust with testimonials or reviews. Let potential clients hear from happy customers.
- Fast loading speed: A slow page is a killer. Optimize your images and keep things lean.
Don’t Let Your Website Be a Digital Dead End
Funky Moose Digital builds landing pages for Canadian roofers and renovation contractors that are laser-focused on one goal: turning those clicks into real leads. We make sure there are no distractions and that “next step” button practically jumps off the page.
Stop wasting your ad dollars sending people to a digital dead end. Let’s make those clicks count. Want to see how a focused landing page can transform your lead generation? Book a call today.