Latest / Marketing For Tradies / 4 Landing Page Mistakes Quietly Burning Your Ad Spend

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4 Landing Page Mistakes Quietly Burning Your Ad Spend · Marketing For Tradies

• 0:00
  SPEAKER_00: If you're running ads right now and you're sending that traffic to a page that has a services drop-down menu at the top, you're literally setting your money on fire.
• 0:07
  SPEAKER_00: You're paying for high intent traffic and then dropping them into a maze and asking them to find their own way out.
• 0:13
  SPEAKER_00: So today I'm going to walk you through the four specific fixable mistakes that are killing your landing page conversion rate right now and exactly how to fix them so you stop wasting your ad spend.
• 0:24
  SPEAKER_00: Welcome to Marketing for Tradies, the podcast where we help trades and service-based businesses with straight-up marketing advice to get more leads and put more jobs.
• 0:32
  SPEAKER_00: I'm your host, Shannon, and my agency has helped over a hundred businesses go from inconsistent work and relying on word of mouth to getting a steady flow of jobs coming in every single week.
• 0:42
  SPEAKER_00: In this podcast, I'm walking you through simple, practical strategies that actually help you grow your business without a get-ball.
• 0:49
  SPEAKER_00: So let's get into it.
• 0:50
  SPEAKER_00: Mistake number one is you have a navigation bar with a services menu.
• 0:55
  SPEAKER_00: Or even worse, you're sending traffic to a generic website rather than a targeted landing page.
• 1:02
  SPEAKER_00: So the page that you're sending paid traffic to has one job and one job only.
• 1:07
  SPEAKER_00: And that's to get the visitor to contact you about the specific problem they search for.
• 1:12
  SPEAKER_00: If they've searched leaking roof, the page should only talk about leaking roof repairs.
• 1:17
  SPEAKER_00: There should be no menu.
• 1:18
  SPEAKER_00: There should be nowhere else to click except call now or get a quote.
• 1:22
  SPEAKER_00: You should remove the navigation bar completely, trap them on the page with only two options inquire now or leave.
• 1:29
  SPEAKER_00: Mistake number two is your headline is generic and unclear.
• 1:32
  SPEAKER_00: I see this every single day.
• 1:34
  SPEAKER_00: A landing page headline that says something like Brisbane Plumbers you can trust since 2018 or Brisbane HVAC done properly.
• 1:42
  SPEAKER_00: Like, here's the truth.
• 1:44
  SPEAKER_00: The customer doesn't care about you.
• 1:46
  SPEAKER_00: They do not care what year you were founded.
• 1:49
  SPEAKER_00: They only care about their problem and they want to know if and how you can fix it.
• 1:53
  SPEAKER_00: Your headline needs to be a mirror of their intent.
• 1:56
  SPEAKER_00: If they search for emergency hot water replacement, your headline must say emergency hot water replacement in Brisbane.
• 2:04
  SPEAKER_00: Fast reliable service or emergency block drain plumber in Brisbane.
• 2:08
  SPEAKER_00: We can be there in 60 minutes.
• 2:09
  SPEAKER_00: I worked with a concretor who had a headline that was Quality Concrete Solutions.
• 2:14
  SPEAKER_00: We changed it to Driveways, Patios, and Slabs Poured this month in Sydney.
• 2:18
  SPEAKER_00: His conversion rate doubled overnight.
• 2:20
  SPEAKER_00: Just because that new headline answered the customer's immediate question can you do my driveway and can you do it soon?
• 2:27
  SPEAKER_00: Your tactical next step is to look at your headline.
• 2:31
  SPEAKER_00: If it includes words like premiere, premium, quality, or solutions, delete it and write exactly what you do in simple terms and where you do it.
• 2:40
  SPEAKER_00: Make it compelling, easy to understand, what the customer actually wants.
• 2:45
  SPEAKER_00: Stop trying to be fancy or overcomplicate things.
• 2:48
  SPEAKER_00: Clarity wins always when it comes to copywriting, especially on the headlines of your landing pages.
• 2:53
  SPEAKER_00: Now, mistake number three, another really easily fixed problem, is your call to action is generic, like contact us and it's buried at the bottom of the page somewhere.
• 3:02
  SPEAKER_00: So if a homeowner has decided they want to hire you, that you should not make them work to give you their money.
• 3:08
  SPEAKER_00: A small contact us link at the top right corner is not enough.
• 3:12
  SPEAKER_00: A form at the very bottom of the page is not enough.
• 3:15
  SPEAKER_00: Your call to action needs to be the most obvious thing on the page.
• 3:18
  SPEAKER_00: It needs to be a high contrast color, a button, usually bright green, orange, or red.
• 3:24
  SPEAKER_00: And it needs to stand out from everything else.
• 3:26
  SPEAKER_00: There's been so many studies to show just changing the color of the button can increase conversions tenfold.
• 3:32
  SPEAKER_00: And it also needs to say what happens when they click it, whether it's call to get a free quote, book your inspection, you know, get a free assessment, whatever it is.
• 3:40
  SPEAKER_00: But it needs to be everywhere.
• 3:41
  SPEAKER_00: It should be in the top right corner.
• 3:43
  SPEAKER_00: It should be immediately under the headline, it should be in the testimonials, a sticky button on mobile, meaning every time they scroll, you know, the button's still there, it stays locked to the bottom of the screen.
• 3:53
  SPEAKER_00: Essentially make it impossible for them to miss.
• 3:56
  SPEAKER_00: So that's one of the biggest mistakes we see.
• 3:59
  SPEAKER_00: The placement of the call to action and also the wording of that call to action, too.
• 4:03
  SPEAKER_00: And mistake number four is you're using fake stock photos.
• 4:07
  SPEAKER_00: So I'm sure you know the ones you would have seen them, you know, the guy in the perfectly clean, unwrinkled high-vis shirt, wearing a pristine hard hat, smiling at a clipboard with perfectly white teeth.
• 4:19
  SPEAKER_00: Homeowners and your potential clients and customers are not stupid.
• 4:23
  SPEAKER_00: They know what a real tradie looks like.
• 4:26
  SPEAKER_00: When they see a stock photo, it instantly destroys trust for your brand.
• 4:30
  SPEAKER_00: And it makes them subconsciously think like whether this is even a real local business, if they can't show me a real photo of their work and their real team.
• 4:39
  SPEAKER_00: So trust is the currency of conversion, especially now with AI.
• 4:43
  SPEAKER_00: You're asking someone to invite you into their home and pay you thousands of dollars.
• 4:48
  SPEAKER_00: You can't build that trust with a photo you bought for$3 on the internet, or worse, got AI to make for you.
• 4:54
  SPEAKER_00: So take out your phone, take a photo of your van parked in front of a job site, take a photo of your crew actually working, take a photo of your finished retaining wall or a newly installed air conditioner.
• 5:05
  SPEAKER_00: It doesn't always need to be professionally shot.
• 5:08
  SPEAKER_00: Authentic photos prove that your business is real and doing real work in the area that you're advertising.
• 5:15
  SPEAKER_00: So that can even be better.
• 5:16
  SPEAKER_00: But investing in a photographer to just come with you on one day to get some shots can also be a good solution, too, because the most important thing is that they're real photos, not stock images.
• 5:27
  SPEAKER_00: So these four things are killing the conversions of your ads and landing pages right now.
• 5:32
  SPEAKER_00: The first is you have a service menu, remove the navigation bar, give them one option, contact you or leave.
• 5:38
  SPEAKER_00: Number two is stop talking about yourself and start mirroring what the customer actually wants with your copywriting and your headlines.
• 5:45
  SPEAKER_00: Clarity will win every single time.
• 5:48
  SPEAKER_00: Third, make your call to action button massive, high contrast, sticky on mobile, and very, very clear what it is that you want them to do.
• 5:56
  SPEAKER_00: And number four, delete any stock images and use real photos of your equipment, your team, your work.
• 6:03
  SPEAKER_00: Make sure you look real and authentic because it's gonna help build trust and people only buy from people that they trust.
• 6:10
  SPEAKER_00: So fix these four things.
• 6:11
  SPEAKER_00: And assuming you're getting good quality traffic, I can almost guarantee that you're gonna get more leads and more conversions from your ads when you make these four changes.
• 6:20
  SPEAKER_00: Thank you for tuning in to the Marketing for Tradies podcast.
• 6:23
  SPEAKER_00: If you got something out of this episode, don't forget to like, follow, and subscribe, or leave us a review on whatever platform you're listening on.
• 6:30
  SPEAKER_00: And if you're a service based business owner who'd rather have someone handle your marketing for you, book a call with my team using the link below and let's see how we can help.