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Advice for Adwords Landing Page

by orangerestoration
11 replies
  • SEO
    • |
Hello All,

I am currently running a campaign for water damage restoration and flood damage repair/cleanup using adwords. I have good Ad Copy and all of my ads have been ranking between 1.5-3 position and I have been getting a lot of impressions/clicks, but I am not getting any inbound calls from my landing page. Water damage and flood keywords are very expensive so getting at least one call every 10 clicks or so is very important. I was wondering if anyone could give me advice on how I could improve my landing page to convert more calls.

Here is the link to the flood page:

orange-restoration.com/flood-damage-San_Diego-california-ab.html

Here is the link to the water damage page:

orange-restoration.com/ab-water-damage-San_Diego-California.html

Any input would be greatly appreciated. Thanks!
#advice #adwords #ctr #landing #landing page #page
  • Profile picture of the author kenzshop
    A possible reason would be your page load time, they may be clicking your ad then leaving before your page even loads. It took me almost 5 secs for your page to come up, I am on a 100mb connection as well.

    I would suggest running your site thru GTMetrix and fixing whatever they say.
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    • Profile picture of the author orangerestoration
      Ran the page through GTMetrix, it had the load time at 3.3 seconds, not terrible, but not the best, I will work on compressing some of the images, that should help speed up loading time, what about anything cosmetic that could be fixed? Any ideas?
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  • Profile picture of the author Vasuu
    Page load many not be the issue. It is quick for me!

    Headline/Title is missing, Try the following or keep some title which you feel as apt.
    • San Diego Experts For Water Damage and Mold Removal
    • San Diego Flood Cleanup & Damage Restoration. Call Now!
    • Flooded & Water Damage? Call The Pros!
    • Water & Flood Removal Experts. Call Now!

    Best is to keep the title according to campaign theme. That way people get connected instantly as they are seeing what they are searching for!

    Tip: Try toll free number, You may find the results surprising!
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  • Profile picture of the author drewfioravanti
    The load time is a little slow.

    Do you want people to fill out the form or call the phone number?

    Either way, none of those pop out. Decide what action you want the user to take, and make that the focus of the page.

    The focus now is the bullet list, which tells the visitor absolutely nothing about how they can have their immediate problem solved, immtediately.

    I couldn't tell you at a glance what service you are offering. In fact, if it weren't for this thread I probably would never know.

    In short, aside from the long load time, your page lacks focus.

    Additionally, in your copy, you use the word "our" 4 times, "we" 3 times, and YOU or YOUR 0 times.

    There is no headline.

    What is in it for the visitor? Right now, nothing.
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    • Profile picture of the author orangerestoration
      I added a headline and put some more you and your in the content, I will change the bullet list around so it has some more call to action instead of just information about the company. Do you think that would help or should I completely get rid of the check mark list? I like it personally. Here is the link to the revised page. I want most of the focus to be on click on the phone number and calling, any advice on how I could change things around to encourage that? Thanks again for all the help and advice!

      orange-restoration.com/ab-water-damage-San_Diego-California.html
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  • Profile picture of the author drewfioravanti
    I don't see anything that changed.

    There is still no focus.

    I tried doing a search for "water damage repair san diego" to show you a good example in the competing websites, but they all suck. Really badly.

    Door is wide open for you.

    Do this...do a search for super competetive industries...credit cards, loans, and insurance. Look how prominently their call to action is. There is no mistaking it. Instead of blending in, they pop out. Instead of a bunch of bullets talking about themselves, they give bullets talking to the visitor's needs. Your visitors don't care about you. They care about what you can do for them.

    You need to completely change the focus of your landing pages.
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    • Profile picture of the author orangerestoration
      Yes, I have researched other water damage companies in San Diego and I didn't see anything very captivating in their landing pages which made me think mine was at least a little bit better. In terms of water damage restoration companies I would think people searching for a company to use would want to know some information about the company, and their strong suits which is the the main goal of the check mark list. I am not a web design wiz and only have intermediate design skills, would you suggest using a landing page template from a site like Theme Forest instead of the page I am using?
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    • Profile picture of the author dburk
      Hi orangerestoration,

      I see lots of opportunity for improving conversion rates.

      Here are some of the things that jumped out at me:

      Webpage lacks clarity
      • Homepage lacks a headline (what is the page about?)
      • Disorderly thought sequence (You ask for action before you make it clear what you offer, or why users should get it here.)
      • Competing Call-To-Actions (multiple competing call-to-actions make it unclear which is the preferred next step.)
      • Unclear value proposition (primary value is buried underneath bullets, CTAs, and 2 full paragraphs of text.)

      Users must work extra hard to understand what your page is about because it lacks a headline, headings, and an upfront presentation of your value proposition. The order of you page elements and content force users to read much of your content before they can discover what your page is about.

      The copy asks your audience to take action before telling them what you do, and why they should do it here. So users must reassemble the content in the proper order within their mind to make sense of it all. This will be too much work for many users, it's just easier to hit the back button and select a different website.

      Sales Copy Lacks customer focus

      The website sales copy was written to please the website owner, not customers. Your sales copy is written from the perspective of the business owner and talks about the business from the perspective of the owner. Consider rewriting your sales copy from the perspective your customers and talk about what's in it for them from their perspective.

      Instead of a message about you and what you do (all about you), write to them about what they get, and why they should get it here (all about them).


      Design Limitations

      Landing page is design for desktop visitors only. This is 2014, and a substantial number (40-50%) of your visitors are likely to be viewing your pages on mobile devices. Consider redesigning your landing page using Responsive Web Design, so that mobile device users won't bounce as soon as they see your website isn't ready for viewing on their device.

      Read this article in Forbes Magazine about RWD: Why Your Business Needs A Responsive Website Before 2014 - Forbes
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      * Get Results - Outsource Your PPC Management |
      *       Don Burk Advertising & Marketing - www.donburk.com

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  • Profile picture of the author drewfioravanti
    Many small business like to think poeple do business with them because the business is great. And so they build websites talking all about how great they are. And then they wonder why their website is a complete failure.

    I'm not trying to knock you down, I am trying to help. So don't take it personally.

    While all those facts about yourself may be true. Your prospects don't care. They have a water problem. They want it gone. Now.

    For example, if one of these people who are visiting your site called your office, would the following conversation take place?

    YOU: Hello, Orange Restoration
    THEM: Hi. I have water damage I need fixed as soon as possible. I think there might be some black mold and I have young children I am worried about.
    YOU: 24/7 Customer Care and 32 Years of Experience
    THEM: OK. But I have this problem, can you fix it?
    YOU: Unmatched Quality and Best Price Guaranteed.
    THEM: That's great. Thanks. But, can you fix it?
    YOU: Safe, fast, permanent, remediation process
    THEM: So, does that mean you can fix it? Today? Do I have to schedule an appointment? Will someone be here in an hour? Tomorrow? When can I expect someone to show up to fix my problem that I want addressed right now?
    YOU: Fully licensed insured and bonded
    THEM: OK...Ummm.....
    YOU: Guaranteed completion date
    THEM: Forget it.

    You don't need a special form. Just make what you have talk to the solution the visitor wants to their immediate problem.

    And make it pop.

    Here is a link to another thread that has a link to a resource that could be valuable for you. http://www.warriorforum.com/copywrit...ease-help.html

    I can't do the work for you, or else I would have to charge you. But this resource will prove to be valuable.
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  • Profile picture of the author Marty Foley
    Hello orangerestoration,

    I know you requested landing page feedback and you were given some good suggestions. But aside from possible landing page issues it's good to consider other "foundational" issues involved, even before people reach the site.

    Likely you've addressed most of the issues below, but I've included even the basics because even one small oversight can cost you:

    * Is Adwords conversion tracking installed and working properly?

    * Is Google Analytics installed and working properly?

    * Are Google Analytics conversion goals set up and working properly? (I realize you can't always setup analytics conversion goals for phone calls, but in some cases it's possible.)

    * Is Google Analytics linked to the Adwords account?

    If you can confirm all the points above, do you have much conversion data, in Adwords and/or Google Analytics? Or is there little or no conversion data to go by?

    If you can not confirm all the points above, or have little or no conversion data to optimize with, success can be much more of a challenge.

    Assuming everything above is in place and you have some conversion history to optimize with, here are some of many other possible issues to consider:

    * If getting lots of clicks but little or no conversions, are you using modified broad match rather than standard broad match, to maintain control over which search queries trigger your ads?

    * Is call tracking setup and working accurately? Can you track calls all the way to the keyword level?

    * Are you using or have you tried Adwords call extensions? If so, have you tried setting the conversion threshold lower than the default, say 10 to 30 seconds?

    * Have you properly optimized mobile device bids separately from computers / tablets, based on their performance history?

    * Have you properly optimized location bids based on their performance history? Have you considered possibly bidding a bit more for closer locations, versus those further away?

    Let's say you have all the foundational conversion tracking and analytics all setup properly, but little or no conversion history to go by.

    If that's the case, in the early stages of pay per click management and optimization you can often do things like setup smaller "micro" conversion goals, to find keywords which at least move visitors closer to conversion goals, even if they've not converted yet, and give them higher priority.

    For example: Keywords that get visitors to "add to cart" can be more promising than keywords that don't even get people to go that far in your sales funnel.

    It can be similar with high bounce rate / low time on site keywords and ads, versus low bounce rate / high time on site keywords and ads (though not always, since high converting keywords and ads can also have high bounce rates, etc.).

    There's a lot to this stuff, but to me it's endlessly fascinating.

    Marty Foley ~ PPC Traffic and Conversion Mad Scientist
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    • Profile picture of the author orangerestoration
      Marty Foley, I understand the importance of everything you stated, however we are in the very early stages of using PPC. We have only been running our campaign for about 2 weeks and have around 15 clicks, none of them ended up in calls. We have a special phone number for our campaign that will speak a whisper before we answer so we can track if the calls are coming from an adwords click. Once we see some results and expand our efforts, we will definitely implement everything you stated in your post. The weird thing is that we have some business connections in Alabama and ran a similar campaign there a few weeks ago when a big storm hit and got 3 phone calls that converted to jobs out of 10 clicks on our ads. Could this be because they were freaking out and desperate to call the first company they clicked on? You would think it would be the same for someone in San Diego clicking on one of our ads. There is a lot more competition out here, could other companies be clicking on our ads on purpose?
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