Did you know that 48% of users believe that website design is the #1 factor they use to judge a company’s credibility?
The most important page on your website is the landing page. This is the first page visitors will see when clicking on your website from search engine results.
If your landing page design isn’t up to par, you likely aren’t converting visitors into pest control customers.
Let’s change that. Keep reading to learn about landing pages for pest control companies.
What Is a Landing Page?
If you’re new to marketing your pest control services on a website, you might be unfamiliar with a landing page and website design. The landing page has the goal of converting visitors into leads.
There are different types of landing pages, but the goal of each is the same. To gain more leads, a landing page will ask website visitors for contact information in exchange for some kind of offer.
Sounds easy enough, right? Wrong!
Think of it this way: would you give your personal information out to a website you just landed on for the first time? Maybe you would if the company seemed trustworthy.
This is where landing page design comes in. Pest control companies need to quickly let visitors know about the services they offer and why they are a leader in the industry. Let’s look into landing page best practices.
Create Focused Headlines
One of the best landing page design ideas is to create a focused headline that lets the visitor know exactly what you are offering. Visitors need to know what’s in it for them the second they get to your landing page.
The headline is the first thing that visitors will read so it needs to be concise and clear. Find out how to communicate the value of your landing page offer effectlively.
In your headlines, you should use keywords that are optimized for search. Your website design will play a huge role in search engine optimization and how you rank.
Illustrate the Offer With an Image
An image is mandatory! Your target audience will appreciate easily consumable information and images are the way to make this happen.
Your image should convey a feeling. How will the visitor feel once they receive your offer?
With pest control companies, this can get a bit tricky. People are very turned off by bugs and critters which is likely why they came to your website in the first place.
It’s best to go with an image that depicts your services. Images of pest control equipment or an expert eradicating a pest problem can work.
If you aren’t sure what your audience is going to like, you can split-test your options. More on that later.
Write Copy With a Compelling CTA
Creating a focused headline and finding the perfect image is only half of the battle. The copy and call-to-action (CTA) are going to be the major selling points.
Copy also needs to be concise and clear while giving the visitor an action you want them to complete.
To draw attention to your CTA, use these techniques:
- Give your CTA button a vibrant color
- Get to the point
- Use action verbs
- Make your CTA button large enough to stand out
- Don’t crowd the area around the CTA button
You might ask your audience to sign up for your newsletter in exchange for a discount or free home visit.
Give Away a Relevant Offer
Your landing page is a part of the buyer’s journey that leads them to your services. The offer is what you give away in exchange for information that you can use to build email lists.
The offer needs to be compelling and relevant to your business. As a pest control service, you don’t want to offer information about cleaning products because that will deter your audience and send them to a different business.
To ensure your offer is taken, only ask for the information you need. Even if you have a compelling offer, visitors won’t take it if you are asking for too much personal information.
A name and email are sufficient enough to turn a lead into a customer.
You can also eliminate doubt that a visitor might have before converting by using click triggers. This refers to copy placed next to the CTA that pushes the possible converter to take the bait.
Some effective click-trigger examples are:
- Easy unsubscribe
- Money-back guarantee
- Price slashing
These can convince probable customers that they are mitigating the risk of sharing their personal information.
Your landing page’s objective is to convert visitors into leads. You don’t want to distract website visitors with internal and external links, especially not any competing links.
It might seem beneficial to add links to other pages on your website to the landing page, but this will only draw attention away from your call to action.
Build a Responsive Landing Page
Landing page development needs to focus on responsiveness and user experience. Every page on your website has to be responsive to accommodate the overall viewing experience.
Give your visitors the opportunity to convert on desktops and mobile devices.
If your landing page is not responsive, don’t think consumers will wait around for it to start working. Visitors will bounce from your website and find a competitor’s site that works.
Pest control companies need to be especially wary of this. There is a good chance a visitor found your website because they are having an emergency pest problem they want to get rid of as soon as possible.
Focus on the Landing Page Layout
To receive website conversions through your landing page design, focus on the layout.
Most visitors aren’t reading copy-heavy pages. Instead, they’ll skim through your words and pull out important details. If they can’t find these necessary details fast, they are likely to leave your page.
Make the most important tidbits stand out by following these tips:
- Keep important information above the fold
- Perform a blink test (a visitor should be able to understand the main message in less time than it takes to blink)
- Use negative spaces to keep visitors focused
- Write short paragraphs and bullet points
- Work important copy into an F-pattern
When building the layout, think about the direction that most people read an online page.
Use Colors That Reflect Your Brand
The overall design of your landing page, including the colors, needs to reflect your brand. If you plan to create long-term relationships through your website, they need to be familiar with your unique style.
The easier it is to recognize your brand through a simple color pattern, the more trustworthy you’ll become over time. This makes it easier to get potential customers to do what you want them to.
Create brand guidelines and adhere to them across all platforms.
Use alternate colors on the standout elements of your page, such as your CTA button. Use contrasting colors as well as your brand colors to draw user attention.
Perform A/B Testing
It’s important to know what is and isn’t working when it comes to website landing page designs.
Although this guide is tailored to pest control companies, your business is unique and your target audience might not be the same as other pest control businesses.
You can test everything from your CTA placement to your brand colors. Split A/B testing is nothing new to marketers, but pest control companies might not have a great understanding of the process.
A/B testing involves splitting your traffic into at least two variations of your landing page to test which performs better.
Some people try to do this manually by testing a certain design for a variation of time before moving on to another, but this is not efficient. Use a software program that allows you to split test and track the results.
This is the best way to modify a page and test it against the original landing page design. Although you can test almost anything, it’s best to limit the test to a few impactful components, such as:
- CTA color
- Lead form length
- Lead form fields
These landing page tests have a huge impact on your conversion rates, so it’s important to work with a marketing company that offers this service.
Does Your Landing Page Design Need a Refresh?
If you aren’t following these strategies when creating a landing page design, you need a refresh!
Landing pages have one goal and that is to convert website visitors into customers. You can’t do this without the right layout and design.
At Marketing Pests, we understand pest control companies and work specifically with the industry.
Let us help you create the perfect landing page design. Get in touch with us now to get started.