Why your ads shouldn’t send people to your homepage
Paying for clicks then dropping people on a busy homepage is one of the most common ways trades waste ad money.
Here’s a pattern we see all the time: a trade business runs Google or Facebook ads, the ads get clicks, and the phone doesn’t ring. Nine times out of ten, the ads are sending people to the homepage.
Your homepage has too many jobs
A homepage has to talk about everything you do, who you are, your history and your contact details. Someone who just searched for ’emergency roof repair near me’ doesn’t want any of that. They want to know you fix roofs, near them, soon, and how to get hold of you.
One page. One job. More calls.
What a landing page does differently
A landing page is built around one service and one action. The headline matches what they searched for. The reviews are about that kind of job. The photos show that kind of work. And the only thing to do is call or ask for a quote.
It makes your ads cheaper too
Google rewards ads that point to relevant pages. When the page matches the search, your ads tend to show more often and cost less per click. Better page, cheaper clicks, more calls.
- One landing page per main service
- Headline that matches the search
- Real reviews and photos for that service
- Click-to-call and a short quote form
More from the blog.
Is your website costing you jobs? A 5-point check for trades
Most trade websites lose enquiries for the same five reasons. Here’s how to spot them on your own site in five minutes.
Amazon PPC in 2027: what’s changing and how to prepare
New placements, smarter bidding and AI shopping assistants are reshaping Amazon ads. Here’s what to tweak now.
Google Business Profile: the free tool most trades ignore
Before anyone visits your website, they see your Google profile. Here’s how to make it bring in calls.
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