How Would a General Contractor use a Website versus a Landing Page For Lead Generation?

Property Betterment Leads | Jun 21st, 2016| Marketing

General Contractors have a lot of ways to address a lead generation strategy including websites and landing pages. Websites and landing pages have different goals and functions.  Understanding their differences and what function each serve in the eyes of the landing page or website viewer is essential to a successful online presence.

Landing Pages

A landing page is goal oriented.  It has an offer (“free remodel calculator, ebook, request for quote”) and in order to get that offer the viewer gives personal information like an email or phone number.  With the email or phone number, the contractor can now follow up with the lead.  In general, the goal is to continually amass leads to turn leads into clients.

A landing page converts traffic to leads better than a website because it is simple.  A landing page might have as few as 10 words on it. Example:  “Get a free remodel calculator now” or “Top 10 DIY Garden Tips Ebook,” a field asking for an email, and a submit button.  Because landing pages are focused, few words are needed.  There is no need to write blogs or do SEO.

Sparse: Generally, the landing page doesn’t have the typical things a website has such as a footer, navigation bar, about us, etc.

In order to get a potential client to a landing page, the general contractor pushes traffic to it with ads or with other methods.

Website

A website is passive.  It is the reader’s choice to make contact or not to make contact with the contractor.  A viewer can read about the company and take no action to contact the contractor.  A reader can read through the testimonials and take no action to contact the contractor.  The lead could also potentially click contact us and immediately call the contractor.

A website is informational: There is an “about us,” “testimonials,” and “images of recently completed projects.”  The viewer can also access the website to browse about what types of home improvement services are offered. aaa

Websites can be any size.  From one page to multiple pages.  It can be so large that the contractor can track viewers from webpage to webpage.  Websites have headers, footers, and a navigation bar to access all the pages.

Websites can be found organically overtime, especially if there is alot of content and the content has been been SEOed successfully.  General contractors could also push traffic to it their website via via other methods.

When To Use a Landing Page

You’ll want to use a landing page when you want something (email, address, phone number, name) in exchange for a product you will provide.

Example 1: You are a brand new business and need clients.  But you can’t seem to get any business because you are too new.  You create an offer for a free consultation and in return ask for emails so you can get in contact with potential clients.

Example 2: You are an established business and need new clients. You are in need of new clients so you create a landing page with an offer for a free ebook in exchange for emails. Once you get the emails you immediately let them know you received 5 star reviews on Facebook and ask them if they are interested in any work.

When To Use a Website

You’ll want to have a website when you want to inform people of your business and make it easy for people to contact you.

Example 1: You have been in the area for a while and want new clients to be able to find you. You create a website with an “about us,” “testimonials,” and “images of recently completed projects.”

Example 2: You have a lot of information you want to share so you create a blog on a website. You share your information with people and chat to them about upcoming projects.

Knowing the difference between a landing page and a website is important in order to create a strategy around lead generation.  When you have a goal in mind like exchanging an ebook for the lead’s email, you’ll use a landing page. When you want to share information without expectation of the viewer you’ll use a website.

 

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