What Is a Landing Page?
A landing page is a focused, standalone web page built to convert visitors into leads or customers. Unlike a homepage, it’s designed with one goal: get the user to take action. In local marketing, that usually means making a call, submitting a form, or booking a service.
Why Are Landing Pages Important for Local Lead Gen?
Because attention is short and competition is high. A great landing page eliminates distractions, delivers your message fast, and moves users toward a single call to action. It’s essential for PPC ads, email campaigns, and local SEO funnels.
What Should Every High-Converting Landing Page Include?
- Headline: Clear benefit and local reference (e.g., "Same-Day HVAC Repair in Dallas")
- Subheadline: Short sentence explaining what makes you different
- Hero image: A relevant photo (ideally local, real, or customer-focused)
- Lead form or button: Front and center with few fields (name, phone, email)
- Trust badges: Reviews, certifications, or affiliations
- Social proof: 2–3 testimonials with names/cities
- Call to action (CTA): Strong, specific, and repeated (e.g., “Get a Free Quote Today”)
Everything else supports the CTA. If it doesn’t help convert, leave it out.
How Do You Write the Perfect CTA?
Be specific and benefit-focused. Avoid vague CTAs like "Submit" or "Click Here." Use phrases like:
- "Get My Free Estimate"
- "Book a Consultation in Houston"
- "Claim Your Discounted Service Today"
The more local and relevant the CTA, the higher the conversion rate.
What Increases Trust on a Landing Page?
- Verified reviews with star ratings
- Google badge or BBB accreditation
- Real team photos (not stock)
- “Featured in” media logos (if applicable)
- Money-back guarantees or risk-reversal offers
Trust is what separates browsers from buyers.
Should You Include Your Phone Number?
Yes — especially on mobile. Make it a tap-to-call link. Some users will never fill out a form but will call instantly if the number is obvious.
Should You Have Navigation Links?
No. Remove top nav and footer links if possible. The goal is to keep users focused on one thing — conversion. Every extra link is an invitation to leave.
What Tools Can Help Build Landing Pages?
- Unbounce: Drag-and-drop builder with A/B testing
- Leadpages: Quick and easy setup
- Webflow or Next.js: For custom performance-focused builds
- GoHighLevel: Popular for service-based local businesses
Final Thoughts
Landing pages don’t need to be flashy — they need to convert. For small businesses, that means leading with value, showing local trust, and making it easy to take action. In 2025, every click costs money. Make every one count.
One page. One goal. One great result — more leads.