fbpx

Tag: social media marketing

How to Create a Landing Page on Your Website For Your Painting Business

Spending money on digital advertising but not receiving the desired results – more leads?

This issue can sometimes be caused by problems with your Landing Page.  A landing page is the webpage that you direct people to after clicking on your advertisements. 

If you want to generate more leads for your painting business, you need to create a well-designed landing page with laser focus. In this article, we’ll discuss the fundamentals of what a landing page is and offer advice on how to improve each element to boost conversions.

So, What Exactly Is A Landing Page?

A landing page is a dedicated web page built for the sole purpose of receiving visitors from advertising campaigns. When someone clicks on one of your digital ads, they will “land” here.

This is a single page that explains to potential clients why they should hire you for a certain project and how to get started. There should be only ONE action that they are able to take on the page.

What Conversion Factors Should Be Considered When Creating A Landing Page?

Although homepages are still crucial, they are often meant to cover all that you do. They’re also made to let site users dig deeper into your company in various ways.

With a landing page, you are able to control how visitors arrive on your site and direct them to do ONE THING.  When someone is searching for an exterior painter and clicks on an ad, they should be directed to a page that details the exterior painting services that your company offers. If an ad for handyman services is clicked, the user should be sent to a page with detailed information about handyman services. 

If you want a greater lead conversion rate, sending visitors to a landing page is your best bet.

Here are seven best practices for developing a conversion-optimized landing page for your painting company.

#1 - Have Only One Call-To-Action (or CTA for short)

Simply put, your call to action (CTA) is the desired next step for your site’s users. You should make the CTA highly visible immediately by placing it at the top of the page. 

PRO TIP: For optimal results, have your CTAs be buttons of a consistent color throughout your landing page. Each button’s text must be an EXACT replica of the others.  These buttons should stand out, so make sure that they are a contrasting color to your site color scheme.

If you want a visitor to take action after clicking on your ad and getting on your page, don’t overwhelm them with options. Make sure the goal is crystal clear and easy to understand.

Make sure that your landing page consistently encourages your target action, whether that be a phone call, a scheduled consultation, or a subscription to your newsletter. Try to narrow your attention to a single step that they should take. Having too many options available can make decision making more challenging.

Be sure to provide a call to action (CTA) at the conclusion of each paragraph to help direct readers to take the next step. You shouldn’t leave your audience looking for what to do.

#2 - Make Your Ad Wording Match The Wording On Your Landing Page

Landing Pages require that you be consistent. Obviously, your ad must have interested the visitor enough to click on it. People will click on an ad because it addresses an issue they’ve been thinking about or because it came up at just the right time. 

The term for this is “Ad Congruity.”

PRO TIP: Google will decrease your cost per click if the advertisements you’re running are relevant and consistent with the landing page.

Inconsistency between advertising and website content can turn off potential customers. For example, offering a free consultation for interior painting services in an ad but only discussing cabinet painting on the landing page. If your landing page is not perfectly tailored to your ad, you risk losing more visitors and leads than you gain.

#3 - Emphasize Value

Everyone who lands on your page is thinking about hiring your painting firm. They’ll decide if they think you can really help them out. This is where you need to focus on your clients’ problems and not yourself.

To get a conversion, you need to provide your site visitors something they really want.

There is a limited window of opportunity to persuade site visitors that they have arrived at the answer to their problems. Do your best to focus on what’s in it for them as you try to sway them into working with you. Describe in detail how you will manage their project stress-free from start to finish.

You need to prove your worth as a house painting business to them.

PRO TIP: reframe the conversation so that it’s about the client. Use “you” and “your” in place of “we” as much as possible.

#4 - Landing Page Length Matters

How long your landing page is will depend on what you want to achieve. Do you want people to fill out a form when they visit your site? You want them to call you? Or just to teach them something in a download?

For example, if you want a visitor to call you instead of downloading a house painting brochure, you may need more content. This is because It takes a lot more work to pick up the phone and make an appointment for an estimate than it does to send an email address to find out more. So, you’ll need to give them more information to show them why your company is the best choice and that you are deserving of their time.

#5 - Use A Video For Extra Persuasion

This study shows that having a persuasive video on your landing page can help increase conversions by 86%.

Now, putting any old video on your landing page won’t help you get ahead faster. Adding video can be a real power move, but it could also keep people from clicking on your CTA. This video needs to go with the rest of your landing page and tie everything together. Keep it short and to the point, but don’t make it your landing page’s main focus.

The best place for a video is in the middle of the page, above the fold. Here, it won’t take away from your call to action or value proposition, but it will show that you have more to offer as the visitor scrolls down the page.

#6 - Feature Social Proof

Your clients will be the best source of social proof. Include quotes and testimonials from real customers who talk about their experiences with your business. When you talk about yourself, it’s usually seen as marketing fluff, but when someone else does it, it’s more powerful.

Did you know that 79% of consumers trust online reviews as much as a personal recommendation from a friend or family member? Putting these reviews on your landing page will give potential painting clients the proof they are looking for.

PRO TIP: Use reviews from third-party, trustworthy sites like Google or Facebook. These look a lot better than just using text from a client on your website.

#7 - Optimize Your Forms For Conversions

Conversion rates can be made or broken by how many fields are needed. You need to get as much information as possible from a potential client so that you can follow up with them. However, if you ask for too much information, it will hurt your conversions.  People don’t want to fill out a lot of fields.

We recommend using the following fields on your landing pages:

  • Name

  • Email

  • Phone number

  • Message (describe project)

By giving visitors the option to leave a message, they can talk about their project and get in touch with the person who will be in charge of it. This will give you a chance to get ahead of the game and find out what they want before you set up an estimate.

Landing pages are the best way to turn as many visitors as possible from online advertising campaigns into customers, and you now know everything you need to know to get started!

Still not sure where to begin? Let us help you. Send me (Stacey Ivol) an email at si@iftsdesign.com or give IFTS, Inc. a call 412.715.6266 for a FREE consultation.

Blog Post and Content Creation Tips for House Painting Companies

They say that when it comes to SEO that “Content is King”, but how exactly does that apply to house painting businesses?  

Well, you are about to find out!

Good website and blog content is a prerequisite for good online traffic, which should turn into leads.  But, how do you know what to write about?

FINDING THE RIGHT TOPIC

There are many strategies for choosing a relevant topic to write about.  We are going to cover 4 popular ones.

Strategy 1 for finding a topic - Check Answer The Public for popular topics

All you have to do is enter a keyword or phrase into their search box and it will return a bunch of popular ideas about your topic.

In the example below, we used “house painting” and look at all of the different subjects you could use:

Strategy 2 for finding a topic - Use Semrush

This is a tool (that has a free version) which will tell you how popular a search term is.  It will also give you common questions that people Google about your search term.  

Check out the example below.  We used the same term “house painting” and these are the free results that Semrush gives us about our topic:

Feeling stuck or not sure what to write?  The Semrush results also include the top 10 pages that rank for your keyword.  Open them up and do a little “spying” on your competition to see what they are writing about.

Strategy 3 for finding a topic - Use Ahrefs

Ahrefs is a tool that is very similar to Semrush.  You can find the popularity of a keyword, relevant questions that are on topic, competitor links and more.

Strategy 4 for finding a topic - BuzzSumo’s “evergreen score”

Buzzsumo’s evergreen score can show you popularity trends of a subject.  You can see if the content is long lasting or if it was short lived.  You may be able to grab some ideas from the longer lasting posts.

Once you have a topic chosen, you’ll need to decide how to present your information. 

FINDING THE RIGHT BLOG TEMPLATE

There are many common blog templates that you can use.

Blog Template 1 - Expanded List Post

The list posts template consists of a compiled set of tips/tricks that readers can implement in a variety of settings.  The only difference between a standard list post and an expanded list post is the adding of further information for each item on your list.

Here’s an example: Power Washing Tips & FAQ

Blog Template 2 - Case Study From Your Business

Your Case Study Post offers a solution to a challenge that the audience you are trying to reach frequently encounters. By showing that you can fix this problem, you are quickly regarded as a knowledgeable authority on the subject. There is just one caveat to this. You have to demonstrate that your solution is effective.

Here’s an example: Stain or Paint A Deck: Best Practices

Blog Template 3 - Tools We Use

This provides a rundown of several resources that can be utilized in a particular field. It is not restricted to tools; rather, it can be a strategy, a practice, or even a life hack in addition to a tool. As long as the list provides value to your user, you have latitude in what all in can encapsulate.

Here’s an example: Painting over and/or removing wallpaper: 3 Rules, 6 Steps

Blog Template 4 - The Ultimate Guide

It’s like having all of the answers for your reader in one place. This is the bible, the ultimate manual.  The user may get all the data in one convenient location. These types of guides are often used to get backlinks to your website.

Here’s an example: Grow Your Painting Business by A Factor of 10 With These 5 Steps

Blog Template 5 - The Complete List

A complete list is comparable to an ultimate list in that you just compile all of the information—every suggestion, item, tool, technique, strategy, example, and case study—into a single article.

Here’s an example: The Complete Guide to Online Reputation for Small Businesses: How to Grow Your Business, Improve Your SEO & Get Found Online

The last thing that you need to choose is your headline.  

CREATING THE RIGHT HEADLINE

Headlines are the most important part of your content because they get people to actually click and read the blog.

Some helpful tips for writing your headline:

  • make sure that it is no longer than 18 words long
  • include your main keyword in the headline
  • make it interesting by adding [brackets] or (parentheses) around a phrase
  • use “emotional” words to invoke a response (this includes things that will make the reader happy, sad, angry etc.)

Now that you have chosen your headline, topic, and template, it’s time to start writing that blog for your painting business!

Let’s start at the beginning, it’s a very good place to start (or so says Julie Andrews in the Sound of Music).

Your introduction should be short, catchy and to the point.  Common ways to pull people in are:

  • ask a question
  • make a statement contrary to popular belief
  • state a fact with a weird number in it

You’ll want to keep your introduction around 4-7 sentences.  Pull in the reader and tell them what they are going to learn.  To see an example of this, look no further than the beginning of this article.

It starts with a question to draw you in and then tells you about what you are going to be reading about.

After your introduction, you will transition into the meat of your blog and cover your topic in depth.  Most articles that rank well on Google have at least 1000 words and are formatted for SEO.  For more on SEO, check out this IFTS article.

While you are writing, remember to keep these tips in mind:

  • use short paragraphs because people typically skim, so it’s best for your content not to appear as a wall of text
  • use section sub headers to divide the information into digestible chunks that are easier to read
  • use the active voice when writing (here’s a little info to help you remember active vs passive voice from middle school…don’t worry, I had to look it up too)
  • use a font about 14 pts so the text is easy to read on all devices
  • people are visual creatures, so any time you can include a picture, chart, infographic, screenshot, video – the better

The final paragraph will be your conclusion, which is your second most important section next to the introduction.  The intro gets people to read, the conclusion gets people to stay on your site or buy your service.

A good strategy for writing the conclusion is called TAC.

T – Transition

A – Ask

C – Call to Action

The TRANSITION to the conclusion is how you want to end your blog information.  Then, you’ll want to ASK your readers a question, normally about a problem that you can solve.  It’s best if the problem relates to what the main blog text is about.  Finally, you’ll want a CALL TO ACTION, where you tell them to get in touch about the problem. To see an example of this, check out the ending of this blog.

A really easy way for house painting businesses to create content is with the “Case Study” template.  Use before and after pictures/videos from a job that you recently worked on.  Talk about the issues that the owners were having and how you solved it with your services, using your visuals as proof.

A case study really lends itself to being local SEO-friendly because your keyword phrase would be “house painting in [location]” or “Cabinet Painting in [Location]”.

FINDING THE RIGHT HELP

If this sounds like something you would be interested in having someone else do, let us know!  IFTS specializes in helping house painters create quality SEO-friendly content for their websites to get more leads.  Call 412-715-6266 or send an email to si@iftsdesign.com to get started.

10 Of Our Favorite Marketing Hacks For House Painting Companies In 2022

Would you like to know about our 10 favorite super sneaky marketing hacks that you can implement today?

We use these marketing secrets to help our painter clients rank their website #1 for their favorite keywords, get more organic traffic and ultimately, get more leads to grow their business.

In this article, we are going to cover ten actionable strategies that you can use RIGHT NOW.

The best part?

You don’t have to be super tech savvy or Elon Musk to get them implemented.

Let’s start this section with our favorite Google Business Profile hacks.

Hack #1 - Social Proof Will Get You More Leads

The best two platforms to get reviews on are:

  • Google
  • Meta (Formerly Facebook)

Google reviews are the best type of reviews that you can receive because not only do they talk you up and show people how great you are, they also help your website with its SEO.  As an added bonus, once you have 100 reviews, your star rating will be shown when you run Google ads.

Meta reviews are great to have as well because of the platform’s popularity in a house painting company’s target market.  Most house painters that we work with have a target audience of women that are between the ages of 35 to 64.  Consequently, that is the majority of Meta users.  By using this platform, you are more likely to get in front of your ideal client than any other social media option.

If you can get a video testimonial from a client, that can go a long way as well.  A lot of people get stuck on the logistics of creating the video, but it shouldn’t be that hard.  You can interview them via Zoom and record that call or just have them use their phone to record a quick video. 

The more authentic the video looks, the better.  This is for two reasons.  One – if the video is over-produced, it will seem scripted and less credible.  Two – if people see that someone took time out of their day to create a quick video for you, it shows that they really liked you and your work.

Once you have these videos, be sure to put them everywhere a potential audience may look.  This could include:

  • YouTube
  • Your website
  • Social Media
  • Your Google Business Profile
  • and more!

Reviews are a great way to show how great you are without you ever having to say a word.

Want some help getting more reviews?  Check out our article on implementing a review system.

 

Hack #2 - Get Your Listing On Google Maps

Getting your business listed in the Google Maps results is based on many factors.  A few big ones are:

  • how close the searcher is to your business location 
  • your review ranking and volume (which we discussed above in Hack #1)
  • profile completeness
  • local signals

To start, make sure that your profile is completely filled out with correct information.  Your name in the Google Business Profile should match exactly the name on your website.  This goes for your address, website, and phone number as well.  Then, be sure that your business categories and services are filled in completely.  

The final part of your profile that should be completed is the “Photos” section. Be sure to add as many photos as you can as this is a feature that not many painters take advantage of.

For a complete walkthrough of filling out a Google Business Profile, check out our article here: https://blog.iftsdesign.com/introducing-google-my-business/

“Local Signals” are another big factor for showing up early on Google Maps.  These are website links to your website from other local businesses or services.  A few examples of this would be:

  • a back link from the local chamber of commerce
  • a back link from a local scholarship that you sponsored
  • a mention or link to your business from a local paper

Anything that you can do to get your business associated with your area is a great “local signal” to Google.

Hack #3 - Ask and Answer Questions Via Your Profile

An easy way to get keywords and locations associated with your Google Business Profile is through the question and answer section.

Previously, you were not able to add questions to your profile yourself,  You had to wait for someone to ask and then you could answer them.  This has now changed.

The Q&A section of your Google Business Profile is a great way to show all of your most frequently asked questions up front to prospective customers.

Write down the 10 questions that you receive all of the time from prospects and then answer them in 3-5 sentences.  While you are answering them, be sure to use common keywords/phrases as well as locations that you want associated with your house painting business.

Once you have accomplished this task, copy and paste them to your Google Business Profile.

Now, we’ll move to our favorite Paid Ad Hacks.

Hack #4 - Solve Your Prospects’ Small Problems For Free In an Ad

What are the questions you most commonly get asked? If you’ve already implemented Hack #3 from this article, you should have this list already.

Side Note – Need some inspiration?  Check out https://answerthepublic.com/ or https://neilpatel.com/ubersuggest/ for commonly asked or searched questions in your field.

Make videos answering these questions and position yourself as the expert in your area.  Again, just like the testimonials, the videos do not have to be fancy or highly edited.  They should be authentic and can be filmed with your cell phone.  Some painters will even film on the job site.

Sample Common House Painter Questions To Get You Started:

How often should I paint the exterior of my house in this area?

  • What is the best time of the year to stain a deck?
  • How many coats of paint should be used on the exterior of your house?
  • How many coats of paint should be used on the interior of your house?
  • What does it mean for a painting company to be bonded and insured?
  • Should I paint my kitchen cabinets or should I replace them?

Once you have your videos, post them to your social media, YouTube channel and on your website.

You should also run them as Meta ads to your local audience.  You don’t have to spend a lot of money, just one to five dollars per day.  This helps you get in front of a fairly large group of people in a small amount of time.

These videos will help you create an audience that already knows/likes/trusts you when it comes to painting topics.  When they have a painting project come up, you will be the one that they know they can trust.

Hack #5 - Make Your Ad Stand Out

When creating your video, you want to be sure to stand out amongst the crowded marketplace.

The first way to do this is to use contrasting colors to the platform that you are running the ad on.  If you are going to run the ad on Meta (Facebook), we recommend having a red or yellow bar at the top of the video because it helps you stand out from the Meta blue color scheme.  An easy way to do some small edits to your video is through Canva.  

Don’t want to take the time to do any edits to the video?  Try wearing a brightly colored red or yellow shirt.

The second way to stand out is to immediately call out your audience or target market.  So, if you were advertising kitchen cabinet painting to the residents of Dallas, you could start your video with the sentence: 

“Are you living in the Dallas area and thinking about redoing your kitchen?”

Or, you could do some video editing and add that sentence as text to the beginning of the video.

A final way to stand out is to start your video with a big action or a memorable prop at the beginning.  You want to grab someone’s attention – movement or something unexpected will typically draw the eye.

A few big actions you could try:

  • come in through a door
  • big wave and a smile
  • use a paint sprayer or other tool of the trade
  • jump into the frame

A few memorable props you could try:

  • Comically large-sized paintbrush
  • Wall of stacked of paint cans
  • stand halfway up a ladder

The important thing to remember is you want to get their attention within the first 3 seconds of the video and keep them watching.  These tactics all use “pattern interrupt”.  This basically means – do something to get a person to stop scrolling through their feed and watch your video/read your ad.

Hack #6 - Use Retargeting Ads In Multiple Ways

The average consumer is only prepared to make a purchase about 3% of the time. 

So, how do you attract the other 97% of people?

Retargeting Ads

Retargeting allows you to stay in front of someone that is interested in your services until they are ready to make a purchasing decision.  If you are advertising on Meta (Facebook), you can do this in 2 ways:

  • Meta Pixel
  • Video Viewers

The Meta Pixel is a small piece of code that you install on your website.  It then tracks who has visited the site and allows you to show them ads on Meta.  

One caveat – The usefulness of the Pixel has diminished over time as Apple now requires users to opt in to being tracked.  Only about 10% of people opt in (not surprising).  Advertisers now have a much harder time reaching Apple users via this method.

The other way you can retarget someone is through their video views.  Meta tracks who watches your videos and for how long.  So, you can advertise to people that have watched at least a certain percentage of a video.  

We recommend retargeting people who have watched at least 25% – 50% of a video.

Sample Retargeting Strategy For House Painters

A good video strategy for painters is to run 3-5 FAQ ads to women 35-64 in your local area.  Then, retarget the women who have watched at least 25% of one of the videos with an ad that has a special offer or a more direct call to action.

Finally, let’s cover our favorite psychological marketing tricks.

Hack #7 - Get an Awesome Business Card With Your Picture

One strategy that isn’t commonly used by painters is to get a really nice business card with your picture on it.

Why use your picture?

First of all, people want to do business with people, not a faceless business.  Secondly, it will help them remember who you are.

Now, how nice is nice, you may ask…

Stand out from the crowd of people that are handing out the white, one sided business cards that they ordered by the thousands from VistaPrint for under $50 and get a card that is plastic, like a credit card.  Check out plasticprinters.com for decent pricing.

Not only that, make the card graphically pleasing and “cool looking” by having it designed professionally.  Look on fiverr.com for a great deal on the design aspect.

Because the card is so nice, people feel bad about throwing it away.  So, you’ve got a tangible remarketing tool that they will keep, unlike other painting companies.  This will set you apart from the cheap lookalike cards that are thrown away easily.

[On an aside] We do recommend having 2 sets of cards created.  One set should be plastic and lux for giving away to potential customers.  The other set can be on paper.  These paper ones should be given away to people that may not necessarily hire you, but you may use as a contact or meet at a networking event.

Hack #8 - Make Your Voicemail Work For You

Your clients should never reach your voicemail.  Preferably, you’d have a call center in place to make sure that they never had to talk to a machine.

However, if the perfect set of circumstances happen and they do manage to reach your voicemail, there is one phrase you should add to the end of the message:

Add “I will call you in the next 15 minutes”

When people hear this, they will be much more likely to leave a message because they have that expectation of receiving a call back soon.  Even if you aren’t able to call back in that amount of time, you still get a chance at that lead.

Hack #9 - Give a Compliment At the Beginning

People want to be liked and this plays into that psychology.

Before you start an estimate, give a compliment to the prospect.  It could be about the house, the neighborhood, a family picture, furniture, their pet etc.  People like people who like them.  People also HIRE people who they like.

Most of the time, people don’t remember what you say, but they do remember how you make them feel.  This applies to most human interaction.  So, if you make them feel good about themselves at the beginning, the feeling should carry through the whole experience.  

By making a prospect feel good about themselves, it puts you in a better position for you to get their business.

Hack #10 - Go Get Started

Getting started is half the battle.  Choose one thing from this list that you want to accomplish in the next 24 hours and GO DO IT!  You’ll be ahead of 95% of your competition.

Want Some Help?

Is there something on this list that you would like to implement, but aren’t quite sure how or don’t have the time to do?

This is where IFTS comes in.  We have been working with house painters (and other businesses) for over 5 years on all aspects of their marketing.  Give us a call at 412-715-6266 or send us an email (si@iftsdesign.com).  We’d love to help you grow your painting company.