- Match the page pattern to where the click came from.
- One page, one job type, one next step.
- Real project photos and a price signal do more than long copy.
- Judge a page on booked estimates, not time on page.
Pattern 1: The project page
The workhorse. One job type, like full roof replacement or a primary bathroom, sold from top to bottom. This outline is an example; reorder it to fit your offer.
- Headline naming the job and the area, with one line on who it’s for
- Short video or a strong before-and-after from your own work
- What’s included and what makes your approach different, in plain words
- Price range or estimator for this job type
- A gallery of finished projects of the same type
- How the estimate works: who comes, how long, what they’ll get
- A few qualifying questions, then the booking calendar
- FAQ answering the objections you hear most
Pattern 2: The estimator-first page
For jobs where price is the first question, like patios, fences, or roofs. The estimator sits right under the headline and does the selling. Everything below it supports the range the homeowner just saw.
- Headline: “See what your [project] will cost” plus your area
- Estimator: a few taps on size, materials, and options, then a range
- Right below the range: what moves the price up or down
- Photos of jobs in each price tier
- Book an on-site estimate to firm up the number
Pattern 3: The video-first page
For cold Facebook and Instagram traffic. These homeowners weren’t searching, so the page has to keep the feeling the ad started. Lead with a longer cut of the same footage they just saw.
- The ad’s hook repeated as the headline, so the click feels continuous
- A one-to-two-minute video: owner, crew, finished work, how you run a job
- Three short reasons homeowners pick you, each tied to something visible
- Price range or estimator
- Qualifying questions and booking
Pattern 4: The search page
For Google Ads clicks. The homeowner typed something specific, so the headline should match it closely. Many search visitors want to call, so make the phone number easy to tap while still offering booking.
- Headline that mirrors the search: the service and the city
- Tap-to-call button and a short form above the fold on mobile
- Proof of local work: project photos from that area
- Service details and a price signal
- Booking calendar for homeowners who’d rather not call
Mistakes that sink good pages
Sending every ad to the homepage. Listing every service you offer. Hiding the price until the visit. Asking for a phone number before showing anything useful. Ending on a “contact us” form with no idea when anyone will reply.
Each of these makes a homeowner do more work to reach you. Fix the worst one first, then measure the change in booked estimates.
