High-Converting Roofing Landing Pages: Examples & Best Practices

High-Converting Roofing Landing Pages: Examples & Best Practices

Your Google Ads are crushing it. You’ve got great keywords, compelling ad copy, and Smart Bidding dialed in. You’re getting 100-200 clicks per month.

But here’s the problem: Only 4-5% of those clicks become leads.

You watch in frustration as:

  • People land on your page
  • Scroll for 3 seconds
  • Leave
  • Call your competitor instead

You’re spending $3,000/month on clicks. At 4% conversion rate, you’re getting 8-12 leads. If you could just get to 10% conversion rate, you’d triple your leads without spending another dollar.

Here’s the reality: Most roofing company websites are conversion killers.

They were built to look pretty, not to convert. They have:

  • Slow load times (instant bounce)
  • Generic stock photos (zero trust)
  • No clear call-to-action (confused visitors leave)
  • Forms buried three clicks deep (friction)
  • Mobile nightmare (unreadable on phones)

The difference between a 4% landing page and a 12% landing page is worth $50,000-$100,000 per year in additional revenue for most roofing companies.

In this guide, I’ll show you exactly how to build landing pages that convert. You’ll see:

  • What makes a high-converting roofing landing page
  • Real examples (good and bad)
  • The 11 essential elements every page needs
  • Mobile optimization (70% of your traffic)
  • A/B testing strategies
  • Copy frameworks that work

By the end, you’ll know exactly what to fix on your current pages—or how to build new ones from scratch.

Let’s turn those clicks into customers.

What Is a Landing Page? (And Why Your Homepage Doesn’t Work)

First, let’s clarify what we mean by “landing page.”

Landing Page vs. Homepage

Homepage:

  • Designed for everyone
  • Showcases your entire business
  • Multiple navigation options
  • General information
  • Multiple CTAs

Landing Page:

  • Designed for ONE audience
  • Focused on ONE offer
  • Minimal navigation (often none)
  • Specific to one ad/campaign
  • ONE clear CTA

Example:

❌ Bad: Sending “emergency roof repair” clicks to homepage

  • Homepage has: Services, About Us, Gallery, Blog, Contact
  • Visitor searches “emergency roof repair”
  • Clicks your ad
  • Lands on homepage with 15 different links
  • Gets distracted
  • Leaves

✅ Good: Sending “emergency roof repair” clicks to dedicated landing page

  • Headline: “Emergency Roof Repair in [City]”
  • Focused message about emergency service
  • ONE goal: Call now or fill form
  • No navigation menu (keeps them focused)
  • Visitor knows exactly what to do

Why Dedicated Landing Pages Convert 2-3× Better

Reason 1: Message Match

  • Ad says “Emergency Roof Repair” → Landing page says “Emergency Roof Repair”
  • Visitor feels they’re in the right place
  • Trust increases

Reason 2: Focus

  • One message, one offer, one CTA
  • No distractions
  • Clear path to conversion

Reason 3: Optimization

  • Can A/B test specific to campaign
  • Tailor content to keyword intent
  • Optimize for mobile differently per service

The Numbers Don’t Lie

Sending traffic to homepage:

  • Conversion rate: 2-5%
  • At $30 CPC, 100 clicks = 2-5 leads
  • Cost per lead: $600-$1,500

Sending traffic to dedicated landing page:

  • Conversion rate: 8-15%
  • At $30 CPC, 100 clicks = 8-15 leads
  • Cost per lead: $200-$375

Same ad spend. 3× more leads.

The Anatomy of a High-Converting Roofing Landing Page

Let’s break down the 11 essential elements every roofing landing page needs.

Element 1: Hero Section (Above the Fold)

What “above the fold” means: What visitors see without scrolling.

This is your 3-second window to hook them.

The Hero Formula

1. Headline

  • Must match the ad and search intent
  • Specific, not generic
  • Include location

❌ Bad: “Welcome to ABC Roofing”

✅ Good: “Emergency Roof Repair in Manhattan Beach | Available 24/7”

2. Subheadline

  • Reinforce the main benefit
  • Add credibility

Example: “Licensed & Insured Roofers | Same-Day Service | 500+ 5-Star Reviews”

3. Primary CTA Button

  • Above the fold
  • Contrasting color
  • Action-oriented text

❌ Bad: “Submit” (generic)

✅ Good: “Get My Free Estimate” or “Call Now for Emergency Service”

4. Phone Number

  • Large, clickable (especially mobile)
  • Contrasting color
  • Click-to-call on mobile

Example: Large button: 📞 (555) 123-4567 (CALL NOW)

5. Hero Image or Video

  • Real photo of YOUR crew/work
  • Not stock images
  • Action shot preferred (crew on roof)

❌ Bad: Generic stock photo of a roof

✅ Good: Photo of your actual crew completing a recent job in the area

Hero Section Example Layout

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
[LOGO]                              📞 (555) 123-4567
                                    [CALL NOW - Large Button]

        Emergency Roof Repair in Manhattan Beach
              Available 24/7 | Same-Day Service
        
        Licensed & Insured | 500+ Five-Star Reviews
        
        [GET FREE ESTIMATE - CTA Button]
        
        ⭐⭐⭐⭐⭐ 4.9 Stars (487 Google Reviews)

[Photo: Your crew working on a roof in the local area]
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

Element 2: Trust Indicators

People need to trust you before they’ll contact you.

Essential Trust Elements

1. Reviews/Star Rating

  • Display prominently
  • Actual number of reviews
  • Link to Google Reviews

Example: ⭐⭐⭐⭐⭐ 4.9/5.0 (487 Google Reviews) [Read Reviews →]

2. Certifications & Credentials

  • Licensed & Insured (specific license number)
  • GAF Master Elite
  • Owens Corning Preferred
  • BBB A+ Rating
  • Industry certifications

Display as badges/logos:

[GAF Master Elite Badge] [BBB A+ Badge] [Licensed & Insured Badge]

3. Years in Business

  • “Serving Manhattan Beach Since 2005”
  • Shows stability and experience

4. Awards/Recognition

  • Best of [City] 2024
  • Angi Super Service Award
  • Local Chamber member

5. Insurance & Guarantee

  • “$2M Liability Insurance”
  • “Workmanship Guarantee”
  • “Satisfaction Guaranteed”

Where to Place Trust Indicators

Option 1: Below hero section Dedicated trust bar:

✓ Licensed & Insured  |  ✓ 500+ 5-Star Reviews  |  ✓ A+ BBB Rating

Option 2: Sidebar Constant visibility as they scroll

Option 3: Throughout page Woven into content naturally

Element 3: Benefits Section (Not Features)

People don’t care about your features. They care about their problems.

Feature vs. Benefit

❌ Feature-focused (bad): “We use GAF shingles”

✅ Benefit-focused (good): “Your roof will last 30+ years with our lifetime warranty”

❌ Feature: “We have 15 crews”

✅ Benefit: “We’ll start your job within 5-7 days, not weeks like other companies”

❌ Feature: “Licensed and insured”

✅ Benefit: “You’re protected if anything goes wrong—our $2M insurance has you covered”

Emergency Landing Page Benefits

What they care about:

  • How fast can you get here?
  • Will you answer now (or voicemail)?
  • Can you fix it today?
  • How much?

Your benefits section:

✓ 24/7 Availability - Real people answer, not voicemail
✓ 2-Hour Response Time - We're on-site fast
✓ Same-Day Repairs - Most emergencies fixed today
✓ Transparent Pricing - Know the cost before we start
✓ Licensed & Insured - Your protection guaranteed

Replacement Landing Page Benefits

What they care about:

  • How long will it last?
  • How much does it cost?
  • How long does it take?
  • Will you damage my property?
  • What’s included?

Your benefits section:

✓ Lifetime Warranty - Never worry about your roof again
✓ Premium Materials - Architectural shingles, not builder-grade
✓ 2-3 Day Installation - Most homes done in a weekend
✓ Meticulous Protection - Your landscaping, gutters, property protected
✓ All-Inclusive Price - No hidden fees or surprises

Element 4: Social Proof Section

Show, don’t tell.

1. Customer Testimonials

Format:

  • Real customer photo (if possible)
  • First name + last initial + location
  • Specific story/result
  • Star rating

❌ Bad testimonial: “Great company!” – John

✅ Good testimonial:

⭐⭐⭐⭐⭐

"ABC Roofing saved us during a storm emergency. Water was 
pouring through our ceiling at 11 PM. They answered immediately, 
had someone here by 1 AM, and had us tarped and protected within 
2 hours. Came back the next day and completed the full repair. 
Exceptional service when we needed it most."

- Sarah M., Manhattan Beach

How many testimonials:

  • 3-5 detailed ones
  • 10-15 shorter quotes

2. Before/After Photos

Critical for roofing:

  • Shows your actual work
  • Proves you’re not stock-image fake
  • Demonstrates quality

Format:

[Before Photo]  →  [After Photo]
Storm Damage Repair - Hermosa Beach
Completed in 1 day | $2,400

Include:

  • 6-10 projects
  • Variety of services (repair, replacement, different materials)
  • Local areas (builds trust you’re actually local)

3. Video Testimonials (Advanced)

If you can get them:

  • 30-60 seconds
  • Customer on camera
  • Shows genuine emotion
  • Massive trust builder

Converts 30-40% better than text testimonials.

4. Recent Projects Counter

Live credibility:

🏠 52 Projects Completed This Month
📅 Last roof installed: 2 days ago (Redondo Beach)

Shows you’re active and in-demand.

Element 5: Your Process (Reducing Anxiety)

People are nervous about hiring contractors.

Unknowns create anxiety. Process creates comfort.

The 4-Step Process

For Emergency Repairs:

Step 1: Call Us (We Answer 24/7)
Real people answer your call immediately. Describe your emergency.

Step 2: Emergency Visit (Within 2 Hours)
We arrive fast, assess damage, provide upfront pricing.

Step 3: Immediate Repair
Most emergencies repaired same day. We protect your home first.

Step 4: Follow-Up
We check back in 48 hours to ensure everything is perfect.

For Roof Replacement:

Step 1: Free Inspection & Estimate (30-45 minutes)
We thoroughly inspect your roof, take photos, provide detailed written estimate.

Step 2: Material Selection
Choose your shingles, color, warranty level. We guide you through options.

Step 3: Scheduled Installation (2-3 Days)
Our crew arrives on schedule. We protect your property, remove old roof, 
install new roof, clean up completely.

Step 4: Final Walkthrough & Warranty
We walk the property with you, ensure perfection, activate your warranty.

Why this works:

  • Removes fear of unknown
  • Sets expectations
  • Shows professionalism
  • Builds confidence

Element 6: The Offer/CTA Section

Your conversion goal lives here.

Elements of Strong CTA Section

1. Clear Headline “Ready to Fix Your Roof?”

2. Value Proposition “Get Your Free Estimate in 24 Hours”

3. What They Get

Your Free Estimate Includes:
✓ Thorough roof inspection
✓ Detailed written quote
✓ Photos of any damage
✓ Material recommendations
✓ Financing options
✓ No obligation

4. CTA Button Large, contrasting color: “GET MY FREE ESTIMATE”

5. Phone Alternative “Prefer to talk? Call (555) 123-4567”

6. Trust Reinforcement “📞 We answer your call, not an answering service” “⏱️ Most estimates sent within 24 hours”

CTA Placement

Multiple times throughout page:

  • Above the fold (hero section)
  • After benefits section
  • After social proof section
  • After FAQ section
  • Bottom of page

Different ways to convert:

  • Form fill
  • Phone call
  • Text message (if you offer it)
  • Live chat (if you have it)

People prefer different methods. Offer all.

Element 7: Simple Form

Every field you add decreases conversion by 5-10%.

Minimum Viable Form

For Emergency:

Name: [________]
Phone: [________]
Emergency type: [Dropdown: Leak, Storm Damage, Missing Shingles, Other]
[SUBMIT - Call Me ASAP]

For Replacement:

Name: [________]
Phone: [________]
Email: [________]
Address: [________]
Service needed: [Dropdown: Roof Replacement, Repair, Inspection]
[GET MY FREE ESTIMATE]

That’s it. 3-5 fields maximum.

Form Best Practices

✅ Large tap targets for mobile (50px+ height)
✅ Inline validation (shows errors as they type)
✅ Clear button text (“Get Free Estimate” not “Submit”)
✅ Privacy note (“We respect your privacy. No spam.”)
✅ Above the fold (visible without scrolling)

❌ Don’t ask for:

  • Date of birth
  • Full address for first contact
  • Credit card info
  • Social security number
  • Anything not essential

Element 8: FAQ Section (Objection Handling)

Answer common questions/concerns before they leave.

Emergency Landing Page FAQs

Q: How fast can you get here? A: Most emergencies within 2 hours. We prioritize active leaks.

Q: Do you answer 24/7 or is it voicemail? A: Real people answer our phone 24/7/365. No voicemail.

Q: How much will it cost? A: We provide upfront pricing before starting work. Most emergency repairs $500-$2,500 depending on damage.

Q: Do you work with insurance? A: Yes, we work with all major insurance companies and can help with your claim.

Q: Can you fix it today? A: Most emergency repairs are completed same day. We prioritize stopping damage first.

Q: Are you licensed and insured? A: Yes. License #12345. $2M liability insurance. Workers’ comp covered.

Replacement Landing Page FAQs

Q: How long does installation take? A: Most residential roofs: 2-3 days. We’ll give you exact timeline in estimate.

Q: How much does roof replacement cost? A: Typically $8,000-$20,000 depending on size, pitch, materials. Free estimates available.

Q: Will you damage my landscaping? A: We protect your property meticulously. Tarps, magnetic sweeps, careful cleanup.

Q: What’s your warranty? A: Workmanship: Lifetime. Materials: Up to 50 years depending on product selected.

Q: Do you offer financing? A: Yes. Flexible financing with approved credit. $0 down options available.

Q: When can you start? A: Most projects: 5-7 days. We’ll work with your schedule.

How many FAQs:

  • 6-10 questions
  • Address real objections
  • Keep answers concise (2-3 sentences)

Element 9: Service Area Map

Prove you’re actually local.

Show a map of areas you serve:

We Proudly Serve:
[Interactive Map]

✓ Manhattan Beach
✓ Hermosa Beach  
✓ Redondo Beach
✓ Torrance
✓ El Segundo
✓ [and 15 more cities...]

[See Full Service Area →]

Why this works:

  • Shows you’re genuinely local
  • Builds trust
  • Helps with SEO (local keywords)

Element 10: Mobile Optimization

70-80% of roofing searches happen on mobile.

If your page isn’t perfect on mobile, you’re losing most of your leads.

Mobile Landing Page Must-Haves

1. Click-to-Call Button Large, prominent, always visible:

[📞 CALL NOW: (555) 123-4567]
Sticky button at top or bottom of screen

2. Fast Load Time

  • Under 3 seconds or they bounce
  • Compress images
  • Minimize code
  • Use lazy loading

3. Large Tap Targets

  • Buttons: 44px+ height minimum
  • Form fields: 50px+ height
  • Easy to tap with thumb

4. Readable Text

  • Font size: 16px minimum
  • Line height: 1.5x font size
  • High contrast (dark text, light background)

5. Simplified Form

  • Fewer fields than desktop
  • Auto-complete enabled
  • Numeric keyboard for phone field

6. No Horizontal Scrolling

  • Everything fits screen width
  • Images resize properly

7. Sticky CTA

  • Call button always visible
  • Follows as they scroll
  • Easy one-tap conversion

Mobile Page Speed Optimization

Test your speed:

  • Google PageSpeed Insights
  • GTmetrix
  • Pingdom

Target:

  • Mobile load time: Under 3 seconds
  • PageSpeed score: 70+

How to improve:

  • Compress images (use WebP format)
  • Minimize JavaScript
  • Use a CDN
  • Enable browser caching
  • Lazy load images

Element 11: Minimal Navigation (Controversial but Effective)

Traditional wisdom: Every page needs full navigation menu.

Landing page best practice: Remove or minimize navigation.

Why Remove Navigation?

With navigation:

  • Visitor clicks “About Us” → Distracted
  • Clicks “Services” → Goes elsewhere
  • Clicks “Blog” → Never comes back
  • 40-60% leave without converting

Without navigation:

  • Focused on one page
  • Only options: Call, fill form, or leave
  • 10-15% conversion rate (higher)

The Compromise

Minimal navigation:

  • Logo (links to homepage)
  • Phone number
  • CTA button

No:

  • Full menu
  • Dropdown menus
  • Footer links to 20 pages

When to Use Full Navigation

If:

  • Landing page is also a main service page on your site
  • SEO considerations require internal linking
  • You serve both paid and organic traffic

Then:

  • Keep simple navigation
  • But make CTA more prominent than nav

Real Examples: Good vs. Bad

Let’s look at real landing page examples (anonymized).

❌ BAD EXAMPLE: Emergency Roof Repair Page

Problems:

  1. Generic headline: “Welcome to Our Website”
    • Doesn’t match ad (“Emergency Roof Repair”)
    • No urgency
    • No location
  2. Stock photos everywhere
    • Generic contractor photos
    • No actual work shown
    • Zero credibility
  3. No phone number above fold
    • Have to scroll to find it
    • Not click-to-call on mobile
  4. Form asks for 12 fields
    • Date of birth
    • Social security number
    • Full address
    • 90% abandonment rate
  5. Loads in 8 seconds on mobile
    • Most people bounce before it loads
  6. No testimonials or reviews
    • Zero social proof
    • Nothing to build trust

Result: 2-3% conversion rate

✅ GOOD EXAMPLE: Emergency Roof Repair Page

What they did right:

  1. Perfect headline match: “Emergency Roof Repair Manhattan Beach | Available Right Now”
    • Matches ad exactly
    • Includes location
    • Emphasizes availability
  2. Massive click-to-call button:
    • Above the fold
    • Bright orange (contrasts with blue page)
    • “(555) 123-4567 – CALL NOW FOR EMERGENCY SERVICE”
    • Sticky on mobile (always visible)
  3. Real photos:
    • Their actual crew
    • Recent emergency jobs
    • Local landmarks visible
    • Before/after damage photos
  4. Simple 3-field form:
    • Name
    • Phone
    • Type of emergency (dropdown)
    • That’s it
  5. Loads in 1.8 seconds:
    • Optimized images
    • Clean code
    • Fast server
  6. Trust indicators everywhere:
    • ⭐⭐⭐⭐⭐ 4.9 (487 reviews) above fold
    • “Licensed & Insured” badge
    • “Available 24/7 – Real People Answer” trust statement
    • 8 testimonials with photos
    • 12 before/after photos
  7. Benefits focused:
    • “2-Hour Response Time”
    • “Same-Day Repairs”
    • “Transparent Pricing”
    • Not features—outcomes
  8. Process explained:
    • Step 1: Call us (we answer immediately)
    • Step 2: We arrive within 2 hours
    • Step 3: Fix the emergency
    • Step 4: Follow-up check
    • Reduces anxiety
  9. FAQ section:
    • Answers 8 common questions
    • Handles objections
    • Removes barriers

Result: 14% conversion rate

Same ad spend. 5-6× more leads.

Landing Page Templates by Campaign Type

Template 1: Emergency Repair Landing Page

Structure:

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
HERO SECTION
[Logo]                    📞 (555) 123-4567 [CALL NOW]

Emergency Roof Repair in [City]
Available 24/7 | We Answer Immediately

⭐⭐⭐⭐⭐ 4.9/5.0 (487 Reviews)

[Photo: Your crew doing emergency repair]

[GET EMERGENCY SERVICE - CTA Button]

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
TRUST BAR
✓ Licensed & Insured  |  ✓ Same-Day Service  |  ✓ 20+ Years

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
WHY CHOOSE US
✓ 2-Hour Response Time
✓ Real People Answer 24/7
✓ Most Repairs Same Day
✓ Transparent Pricing
✓ All Insurance Companies

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
OUR PROCESS
Step 1 → Step 2 → Step 3 → Step 4

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
TESTIMONIALS
[3-5 detailed testimonials with photos]

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
CTA FORM
Emergency? Call Us Now
[3-field form]
[CALL ME ASAP - Button]

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
FAQ
[6-8 emergency-specific questions]

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
FINAL CTA
[Phone number] [CTA Button]

Template 2: Roof Replacement Landing Page

Structure:

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
HERO SECTION
[Logo]                    📞 (555) 123-4567

Roof Replacement Experts in [City]
Lifetime Warranty | Premium Materials | Free Estimates

⭐⭐⭐⭐⭐ 4.9/5.0 (487 Reviews) | GAF Master Elite

[Photo: Beautiful completed roof]

[GET FREE ESTIMATE - CTA Button]

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
TRUST BADGES
[GAF Master Elite] [BBB A+] [Licensed & Insured] [25 Years]

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
BENEFITS
✓ Lifetime Workmanship Warranty
✓ Premium Architectural Shingles
✓ 2-3 Day Installation
✓ Financing Available
✓ Meticulous Property Protection

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
BEFORE/AFTER GALLERY
[10-12 projects with details]

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
OUR PROCESS
4-Step Replacement Process [Explained]

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
TESTIMONIALS
[5-7 detailed testimonials]

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
FORM SECTION
Get Your Free Estimate
Your Free Estimate Includes:
✓ Inspection ✓ Written Quote ✓ Photos ✓ Options

[5-field form]
[GET MY FREE ESTIMATE - Button]

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
FAQ
[8-10 replacement questions]

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
SERVICE AREA MAP
We Serve [List of cities with map]

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
FINAL CTA
Ready for a New Roof?
[Form] [Phone]

A/B Testing Your Landing Pages

Don’t guess. Test.

What to Test

Headlines:

  • Test A: “Emergency Roof Repair in Manhattan Beach”
  • Test B: “Roof Leaking? We’ll Fix It Today | Manhattan Beach”

CTA Button Text:

  • Test A: “Get Free Estimate”
  • Test B: “Schedule My Inspection”
  • Test C: “Yes! Fix My Roof”

CTA Button Color:

  • Test A: Orange
  • Test B: Green
  • Test C: Red

Form Length:

  • Test A: 3 fields
  • Test B: 5 fields

Hero Image:

  • Test A: Crew working on roof
  • Test B: Beautiful completed project
  • Test C: Happy homeowner

Social Proof Placement:

  • Test A: Above the fold
  • Test B: After benefits section

How to A/B Test

Tools:

  • Google Optimize (free)
  • Unbounce
  • Instapage
  • VWO

Process:

  1. Create variation
  2. Split traffic 50/50
  3. Run for 2-4 weeks or 100+ conversions per variation
  4. Measure conversion rate
  5. Implement winner
  6. Test next element

Test one thing at a time. If you change headline AND image AND CTA, you won’t know what made the difference.

Minimum Test Requirements

Don’t declare winner too early:

Need:

  • 100+ conversions per variation
  • 95% statistical significance
  • 2+ weeks of data

Example:

  • Variation A: 100 conversions at 8% (1,250 visitors)
  • Variation B: 120 conversions at 9.6% (1,250 visitors)
  • Statistical significance: 92% (not quite enough)
  • Run another week

Common Landing Page Mistakes

Mistake #1: Slow Load Time

Problem: Page takes 6+ seconds to load

Impact: 50-70% bounce rate before page even displays

Fix:

  • Compress images
  • Use WebP format
  • Minimize JavaScript
  • Enable caching
  • Use fast hosting

Target: Under 3 seconds on mobile

Mistake #2: Too Many Options

Problem: Form, OR call, OR chat, OR text, OR visit office, OR…

Impact: Decision paralysis. They leave.

Fix:

  • Primary CTA: One clear action
  • Secondary option: Phone
  • That’s it

Mistake #3: No Social Proof

Problem: No reviews, testimonials, or photos

Impact: Zero trust. They bounce.

Fix:

  • Minimum 3 testimonials with photos
  • Display star rating
  • Show before/after photos
  • Display certifications

Mistake #4: Generic Copy

Problem: “Quality roofing services” “We care about our customers”

Impact: Forgettable. Doesn’t differentiate.

Fix:

  • Specific benefits
  • Real numbers (500+ reviews, 2-hour response)
  • Unique differentiators

Mistake #5: Form on Separate Page

Problem: CTA button goes to another page with form

Impact: Lose 30-40% in transition

Fix:

  • Form on landing page itself
  • No clicks to get to form

Mistake #6: No Mobile Optimization

Problem: Page looks great on desktop, terrible on mobile

Impact: 70% of your traffic can’t use it

Fix:

  • Mobile-first design
  • Test on actual phones
  • Ensure click-to-call works

Mistake #7: Asking for Too Much Info

Problem: 10-field form asking for everything

Impact: 80%+ form abandonment

Fix:

  • 3-5 fields maximum
  • Only ask what you need RIGHT NOW
  • Collect more details on the phone

Technical Implementation Checklist

Setup Requirements

☐ Fast Hosting

  • Page loads in under 3 seconds
  • Reliable uptime

☐ SSL Certificate

  • HTTPS (padlock in browser)
  • Required for trust and Google ranking

☐ Mobile Responsive

  • Works perfectly on phones and tablets
  • Touch-friendly buttons

☐ Conversion Tracking

  • Form submissions tracked in Google Ads
  • Phone calls tracked
  • Analytics installed

☐ Call Tracking

  • Unique phone number for this landing page
  • Track which clicks become calls
  • Record calls for quality

☐ Form Automation

  • Auto-response email sent immediately
  • Leads sent to CRM or email
  • SMS notification to you when form submitted

☐ Schema Markup

  • Local business schema
  • Review schema
  • Helps with SEO

☐ Page Speed Optimized

  • Images compressed
  • Code minified
  • Lazy loading enabled

Landing Page Maintenance

Weekly

☐ Check conversion rate
☐ Review form submissions (any spam?)
☐ Monitor page speed
☐ Check for broken elements

Monthly

☐ Update testimonials (add new ones)
☐ Update before/after photos
☐ Review A/B test results
☐ Update any outdated info (promotions, pricing, etc.)

Quarterly

☐ Major A/B test (headline, CTA, layout)
☐ Refresh images
☐ Update seasonal messaging
☐ Competitive analysis (what are others doing?)

The Bottom Line

Your landing page is where you make or lose money.

Get clicks from Google Ads but convert at 4%: You’re leaving 60-70% of potential leads on the table.

Same clicks but convert at 12%: You triple your leads without increasing ad spend.

The difference:

  • Focused messaging
  • Trust indicators
  • Simple forms
  • Mobile optimization
  • Clear CTAs
  • Social proof

Building high-converting landing pages isn’t about design awards. It’s about psychology, copywriting, and relentless testing.

Start with the fundamentals in this guide. Test one element at a time. Improve continuously.

That’s how you turn $3,000/month in ad spend into $50,000+/month in revenue.