Anatomy of a well-converting landing page: the LPF
One problem. One offer. One clear next step.
Pick one customer and one problem
A landing page serves a specific offer. “Emergency plumbing in Chico” is easier to act on than a page listing every home service. Match the page to the promise that brought the visitor there.
Use the Big Drum landing page formula
Start with the problem, explain the solution, include an honest guarantee if you offer one, add a brief video, show real testimonials, and ask for one action. The formula helps organize your message. It cannot guarantee a conversion rate.
Say what happens next
For an estimate form, explain who responds and the response time you can consistently meet. Ask only for details you need to take that next step. Keep the form usable on a phone.
Make a simple 30-second video
Introduce yourself, name the customer’s problem, explain your offer, and invite them to take the next step. A clear phone recording can work. Provide captions and a text alternative.
Test one useful change
Track completed inquiries. Try improving the headline or shortening the form, then compare results over enough traffic and time to avoid reacting to a handful of visits.
Write your offer in one sentence: “We help [customer] solve [problem] with [service].” Then choose the single action your landing page should ask for.
Want a hand putting this to work?
Tell us what you want to accomplish. We’ll help you choose the next step.
Let’s talk about your goal ↗