Creating a successful landing page is crucial for any business, including cleaning companies. However, many people struggle with designing an effective landing page that will result in conversions. In this podcast conversation between Mike Campion and Jared Robinson, they discuss the do’s and don’ts of designing a landing page specifically for cleaning companies.

Jared emphasizes the criticality of the landing page’s flow. When someone lands on your page, you want to push them in the direction you want them to go. If you offer multiple options, you create confusion and force the visitor to answer questions, removing any questions that the visitor might have.

While designing a landing page, it’s important to keep in mind the psychology behind why someone scrolls down the page. If someone is scrolling, they are interested but not yet sold. Therefore, it’s essential to hit on objections as they scroll through your website to push them to the one spot that you want them to go.

Mike clarifies the difference between a landing page and a website. A website often has lots of options, which can confuse the visitor, while a landing page has one option, creating a funnel where the visitor can either do what you’re asking them to do or leave. The landing page should have a call to action that promotes the life that the visitor wants and be designed with sections that push them to take the desired action.

Mike and Jared also discuss the importance of using reviews to create a narrative for copy that will connect with potential customers. They suggest using words and phrases from reviews to describe problems that potential customers may have experienced as a way to relate to them. Jared recommends using reviews towards the end of the selling process as social proof to reassure potential customers that many others have had a positive experience. He suggests highlighting the best reviews and not providing every single review, as this may not come across as genuine. While they acknowledge that it can be difficult to discern what is a real review, they suggest that using social proof can be a powerful tool in the sales process.

Overall, the goal is to design a landing page that flows smoothly, removes any objections that the visitor might have, leading them to take the desired action. By doing this, cleaning companies can increase conversions and grow their business.