Landing Pages and Funnels for Contractors, Built on a Foundation That Works

Should my ads go to my homepage or a landing page?

Send paid clicks to a page built for one service and one city, with the phone number at the top and a short form. A homepage has to serve every visitor, so it usually books fewer calls from a single ad. Judge the page on phone calls and booked jobs, not clicks.

We don't have a client split test to quote you yet, and we're not going to borrow someone else's conversion rate and call it ours. When we run one, the result goes on this page with its dates.

When is a contractor ready for landing pages and funnels?

When the foundation already books jobs. That means Google Local Services Ads running clean, a strong Google Business Profile, steady reviews, call tracking, and leads handed to your CRM with their source. Once those work, landing pages and funnels are how you add more ways to get the phone ringing without breaking what's working.

We build the systems to scale first. A landing page in front of a phone nobody answers on Saturday, or a CRM that can't say which calls became jobs, just makes paid clicks more expensive. So the order is always the same.

1. Google LSA management and Google Business Profile management, so the calls that are already out there reach you.
2. Review monitoring and replies, so homeowners who find you trust you.
3. Call tracking and CRM integration, so every lead is tied to a source and the job it became.
4. Speed to lead, so the phone gets answered.
5. Then landing pages and funnels for Google Ads and Facebook ads for contractors.

What should a contractor landing page have?

Five things: a headline that matches the ad, everything that matters on the first phone screen, real proof, a fast load and a layout built for a phone. Add a short form that asks for name and phone first, and tracking on every call and form. Miss any one and paid clicks leak.

What's a funnel, and when does a contractor need one?

A funnel is a short path from an ad to a booked call: the ad, a page that explains the offer and qualifies the homeowner, then a booking or callback step. It fits Facebook ads best, because those homeowners weren't searching yet. We judge each step on its own, so we know which one is losing people.

On our own funnel we watch four numbers: how many people click the ad, how many finish the form, how many book a call, and how many show up. When results stall, the first question is which of those four is leaking, not whether to spend more. We run client funnels the same way.

How do you test a landing page?

Only when there's enough traffic to trust the answer. We split-test once a page gets about 100 conversions a month per version, or 1,000 visitors per version. Below that we make the change we believe in and compare month over month. Every test runs at least two full weeks and gets judged on booked calls.

We test one thing at a time, in order of impact: the offer and headline, where the proof sits, form length, the button copy, then color. Every test gets logged with its dates, sample size and result.