Are you ready to make a few big waves in your digital advertising? One of the most overlooked strategies for commercial contractors is landing pages. Not only are they excellent sales tools for aiding your team in closing deals, but they can be a great way to connect with potential leads looking for the goods and services you offer.
If you aren’t sure where to start, our team at ER Marketing has you covered. We’ve put together this handy guide to give you the basics. Keep reading to learn the best commercial contractor landing page strategy.
Pre-Work: Deciding What You’re Wanting Your Target Audience to Do
Before we dive straight into the different ways a commercial construction company can use a website landing page to connect with potential leads, it is important to do a little bit of pre-work.
This means sitting down and trying to determine what exactly it is you want someone from your target audience to do when they click on your Google ad and end up on your website. Do you want them to fill out a contact form? Submit an email address to receive a downloadable brochure?
You can also create specific landing pages with a purpose. For example, if you’re going to a trade show, consider creating a page just for people who stopped by your booth. You can even go super digital by having business cards printed up with a QR code that immediately takes them to the landing page when scanned with a smartphone.
Once you know the end result that you’re looking to achieve, you can create your landing page and any coordinating PPC campaigns with that idea in mind.
Step One: Build Your Landing Pages with Quality Content
The next step in the commercial contractor landing page strategy is to start creating the pages. This means writing the content, adding in contact forms, and anything else you want a potential customer to see when they arrive. In some cases, this might even mean recording a video explaining how your commercial contracting company can help with all of their needs.
As a side tip, make sure you’re not just putting up content for the sake of content. Landing pages for contractors are meant to act as a sales tool to get potential leads to the next step–not a brain dump of everything and anything. Add enough information to give off the general idea, but don’t overwhelm your potential customer. Testimonials, contact information, and a strong call-to-action are all important, too.
Also, be sure to use common search engine optimization (SEO) best practices. Choose keywords to help improve your overall organic traffic from search engines. By doing this, you’ll be able to start getting your landing pages to rank high for your particular niche, which can mean more overall customers for your business.
Step Two: Drive Traffic to Your Landing Page
One your commercial contractor landing page is live, it is time to start driving traffic to your website. There are three ways you can do this:
- Organic Traffic: This is the normal search engine optimization (SEO) process that you’re probably already familiar with. After Google indexes the page, it will start to put it in search results for keywords based on user intent. Over time, this can be an excellent way to increase traffic without spending a dime. The downside? It can take a few weeks or months to see any results.
- Pay-Per-Click Advertising: Sending traffic from paid ads to your landing page is a great way to improve traction on your marketing campaign. Your ads should relate to the page itself, creating a wonderful way to “turn on” traffic to your offer or contact request form.
- Word of Mouth & Events: Finally, you can use your landing page in conjunction with word-of-mouth advertising, trade shows, and other special events. Remember, this page works as a sales tool for your team, so giving out cards or brochures with the link or a special QR code is a good way to merge your offline advertising with your digital marketing.
Step Three: Verify Results and Make Adjustments
During this step in the commercial contractor landing page strategy, you’ll want to keep track of what is working and what is not. After a few weeks, you should have a fair amount of traffic coming to the landing page. Once you can start figuring out your overall conversion rate, you can opt to make changes or even A/B test another version of the same page.
Still not sure why potential clients aren’t taking action? Consider looking at the amount of time they’re spending on the site before clicking away and what they’re doing while they’re there. You can even use a heatmap tool to see when people are scrolling, the text they’re hovering over, and more. This is often a great way to discover problematic areas in the user experience of your landing page.
Once you have a good idea of what to switch up, make the changes and set a specific time frame to compare the results. You might have to do this a couple times, but eventually you should have some pretty solid data.
So… Why Go to All the Trouble of Using Landing Pages?
This is a big question that a lot of commercial contractors have. After all, isn’t it easier to just depend on word-of-mouth advertising?
The truth is that you never know what people are looking for online. While talking with the people you know and getting personal referrals is great in a B2B environment like commercial contracting, there’s still a gap of where you might be leaving money on the table by not catering to online savvy clientele.
By having a landing page or to up and running, you might just get a quote request from your dream customer. And, in that case, the result will have been well worth the effort.
Wrap Up: Using Landing Pages for Commercial Contracting
Whether your business is solely B2B or you do some B2C jobs, the process of using landing pages as a marketing strategy is a big one. Please contact our team of experts at ER Marketing for more details or to discuss your online advertising needs.
