PPC - Landing page question

[JJantzen]

I am a well seasoned PPC veteran, but have an issue with a client I have not had before. We are about to launch his website and accompanying PPC campaign, the thing that makes it different is that it is a plumbing company--they ususally specialize in emergency service, need you right now kind of stuff.

With regards to where I direct his campaign ( i am well versed in developing landing pages that convert) I am thinking of breaking the cardinal rule of landing pages and directing PPC traffic to the home page.

My reasoning is that even though I would like to index the data of visitors by having them fill out a contact form, I'm thinking when they search for a plumber online it's: where's the phone number, do they service my area and when can they get here?

Let me know what you guys think of this line of reasoning--really appreciate it!

[jbsmith]

Good point - what struck me right away is why not do both? In other words, create your landing page as you usually would, but doing both - giving them the contact information they want to get hold of the plumber right NOW and then give them a quick incentive to sign up for additional plumbing tips. That way, you capture the desperate plumbing emergency case as well as those that are not as desperate, or are searching around - but perhaps would like the freebie in exchange for their contact info.

It would still be important to build the list since we all know...we never have just ONE plumbing problem.

Jeff