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The Ugly Landing Page That Converts 10X More Leads · Marketing For Tradies

0:00
SPEAKER_00: I want to tell you about the ugly landing page that converted 14 times higher than a$10,000 website.
0:06
SPEAKER_00: The 10K website was beautiful.
0:08
SPEAKER_00: It had drone footage, custom animations, a sleek modern design, as they say.
0:14
SPEAKER_00: But it converted at less than 1%.
0:17
SPEAKER_00: The ugly landing page, on the other hand, was pretty basic.
0:21
SPEAKER_00: It was plain, simple, it had zero animations, no fancy words.
0:25
SPEAKER_00: It was just straight to the point.
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SPEAKER_00: It converted at 12%.
0:28
SPEAKER_00: So today I'm gonna show you or explain to you why business owners often over-index on aesthetics and under-index on psychology and the exact framework of an ugly landing page that actually gets your phone ringing.
0:41
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.
0:49
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.
0:59
SPEAKER_00: In this podcast, I'm walking you through simple, practical strategies that actually help you grow your business without a guest world.
1:06
SPEAKER_00: So let's get into it.
1:07
SPEAKER_00: When a business owner starts to get serious about marketing and lead generation beyond word of mouth and referrals, the first thing they usually do is hire a web designer to build a beautiful website.
1:18
SPEAKER_00: So they want it to look premium, they want the drone footage, you know, the team playing in the background, they want the logo to spin when you scroll down.
1:28
SPEAKER_00: But here's the high-level implication of that decision.
1:30
SPEAKER_00: You're building a monument to yourself, not a tool for your customer.
1:36
SPEAKER_00: When a homeowner has a burst pipe at 6 a.m.
1:38
SPEAKER_00: or a roof leaking during a storm, they actually don't care about your drone footage, they don't care about your spinning logo, they don't care about your about page.
1:48
SPEAKER_00: They are in a state of high anxiety and they have one single question.
1:52
SPEAKER_00: Can this person fix my specific problem right now?
1:56
SPEAKER_00: This can even be relevant to non-emergency type services, but this is just an example.
2:01
SPEAKER_00: So a beautiful, complex website forces your potential customer to think.
2:06
SPEAKER_00: They have to navigate, scroll past your company history, and hunt for a phone number.
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SPEAKER_00: Every second they spend thinking is a second they are getting closer to hitting the back button and calling your competitor.
2:19
SPEAKER_00: So pre doesn't always pay the bills, but what does pay the bills is clarity.
2:24
SPEAKER_00: And that is why the ugly landing page converted 14 times higher than this beautiful website.
2:31
SPEAKER_00: So what does a high converting ugly landing page actually look like?
2:35
SPEAKER_00: Well, it's built on psychology, not design.
2:38
SPEAKER_00: It has four specific elements and nothing else.
2:42
SPEAKER_00: The first is speed.
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SPEAKER_00: The page loads in under two seconds.
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SPEAKER_00: No heavy videos, no massive image files, just text and code that loads instantly on a 4G connection.
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SPEAKER_00: The second is extreme clarity.
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SPEAKER_00: The headline doesn't say excellence in plumbing solutions.
3:00
SPEAKER_00: It says emergency blocked drain plumber in Brisbane.
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SPEAKER_00: We can be there in 60 minutes.
3:06
SPEAKER_00: It matches exactly what the person typed into Google.
3:09
SPEAKER_00: So there's complete consistency from what they're seeing on an ad to what they're seeing when they click.
3:15
SPEAKER_00: The third is trust signals above the fold.
3:18
SPEAKER_00: Before they even scroll, they see five-star Google reviews ratings, a license number, a badge that says fully license, or you know, reference of your governing body if that's a part of what you do.
3:30
SPEAKER_00: You answer their trust objections before they even ask them or realize that they have them.
3:34
SPEAKER_00: And the fourth is friction, zero friction, actually.
3:38
SPEAKER_00: So there's no services menu, there's no about us page to click to.
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SPEAKER_00: There's only one action they can take.
3:44
SPEAKER_00: A massive high contrast button saying book now or get a free quote or whatever main call to action is relevant for the service you are trying to sell.
3:53
SPEAKER_00: Above all, with that call to action, it is impossible to miss.
3:57
SPEAKER_00: So we had this client once.
3:58
SPEAKER_00: I'm not gonna name the company, I'm not even gonna say what type of business it was, just for anonymity, right?
4:03
SPEAKER_00: He was obsessed with his branding.
4:05
SPEAKER_00: He actually hated the landing page we built because it looked too basic.
4:09
SPEAKER_00: It still used his branding, but it followed our frameworks that we know converted.
4:13
SPEAKER_00: So I asked him to just run it for two weeks and see what happens.
4:16
SPEAKER_00: And in those two weeks, that landing page generated 42 leads, whereas his beautiful website had generated only three leads in the previous month.
4:25
SPEAKER_00: And say it's safe to say he never complained about the design again.
4:29
SPEAKER_00: Now, we can make beautiful designs too, but I've tested this time and time again.
4:34
SPEAKER_00: The more you try and go over the top with how things look, the less it's going to perform.
4:40
SPEAKER_00: Let's break this down into maths as well.
4:42
SPEAKER_00: So let's say that you spend$1,000 on Google Ads, which buys you 100 clicks to your website.
4:48
SPEAKER_00: If you send them to this beautiful 10K website that converts at 1%, you get one lead.
4:53
SPEAKER_00: And that lead costs you$1,000.
4:56
SPEAKER_00: If you send them to the simple ugly landing page that converts at 10%, you get 10 leads.
5:02
SPEAKER_00: And those leads cost you$100 each.
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SPEAKER_00: Same exact ad spend, same traffic, 10 times the result.
5:09
SPEAKER_00: Now, any business owner that was presented with those two options, I'm sure would go with the ugly landing page option.
5:16
SPEAKER_00: So your next tactical step from this episode is to look at the page you're sending most of the traffic to right now.
5:22
SPEAKER_00: Look at it on your phone.
5:24
SPEAKER_00: If you have to scroll to find the number or if there's a video slowing down the load time, you are burning money right now.
5:30
SPEAKER_00: Strip it back, make it simple, make it obvious what you want the customer to do next.
5:35
SPEAKER_00: But let's just recap this episode.
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SPEAKER_00: So, firstly, stop building monuments to your business and start building tools for your customer.
5:43
SPEAKER_00: Pretty doesn't pay the bills, performance does.
5:47
SPEAKER_00: Second, is that remember that speed, extreme clarity, trust signals, and zero friction are all elements to ensure that your page converts.
5:57
SPEAKER_00: If an element on the page doesn't help the customer make a decision, delete it.
6:01
SPEAKER_00: And third, conversions are everything.
6:04
SPEAKER_00: It doesn't matter what something looks like.
6:07
SPEAKER_00: Yes, you want it to match your brand, but most importantly, you want to know that it performs.
6:11
SPEAKER_00: You're not here to win design awards, you're here to win jobs.
6:14
SPEAKER_00: Thank you for tuning in to the Marketing for Trade's podcast.
6:18
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.
6:24
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.