You pay for every ad click. Where that click lands decides whether it becomes a lead.
The problem with the homepage
A homepage has to serve everyone: new visitors, existing customers, job applicants and suppliers. Someone who clicked an ad for “water heater repair” lands there and has to hunt for the right page. Many leave instead.
What a landing page does differently
A landing page is built for one offer and one action. It repeats the promise made in the ad, answers the obvious questions and makes the next step unmissable.
What to include
- A headline that matches the ad.
- The service area and how quickly you can come.
- A phone number that can be tapped to call.
- A short form: name, phone and what they need.
- Proof: reviews, licences, guarantees, photos of real work.
- One clear button, repeated down the page.
What to leave out
- The main site menu.
- Links to unrelated services.
- Long company history.
- Anything that slows the page down.
When the homepage is fine
For brand searches, where someone types your business name, the homepage is the right destination. They are already looking for you.
Test it
Run two versions of the page with different headlines or offers and keep the one that produces more leads. Small changes to a landing page often lower your cost per lead more than any change to the ads themselves.