The Electrician’s Guide to Landing Page Optimization

As an electrician, your website matters. It impacts how people find out about your company, the likelihood that they will schedule services, and the journey they take from lead to sale. 

Landing pages are website elements that many electricians overlook for more obvious ones, like the homepage and contact page. But doing landing pages right can go a long way toward boosting conversions and, ultimately, your bottom line. 

Knowing how to optimize a landing page involves fully understanding your audience, breaking down the page into its individual parts, and tailoring each part to match your audience’s needs and journeys. While this may be a bit tedious, it can significantly increase your conversions and bring more customers to your door. Let Relentless Digital help take the guesswork out of the process.

 Without further ado, here’s the electrician’s guide to landing page optimization. 

What Is a Landing Page?

Landing pages are some of the lesser-talked-about website pages within a digital marketing strategy, but they have a huge job to do. 

When you think about your website pages, you probably picture those you can navigate to from the home page. You have service pages, an “About Us” page, a contact page, a blog, and probably a few others. 

But successful business websites have many more pages than just the ones with tabs in the menu. They also have landing pages. 

These are standalone pages a customer “lands” on from another source, such as clicking a link in an email, paid ad, or social media post. Instead of taking users to your homepage when they click these links, you can take them to a curated landing page that includes the specific information they need to make a purchase. 

Landing pages are designed around a single goal. For your electrician business, maybe it’s scheduling a free quote, taking advantage of an offer, or even just signing up for the newsletter. With the right landing page optimization techniques, you can subtly direct users to take this action, achieving more conversions than you could if you sent users to your home page instead. 

When You Should Use a Landing Page 

Your electrician business should create landing pages for every instance where you want to focus users on a specific action rather than providing a general overview of your website. When a user searches for “electrician near me” and finds your website in the search results, it makes sense to take them to your home page, where they can explore more about your business and services. But in all of these scenarios, taking users to a landing page might make more sense:

• When a user clicks on a link in an email
• When someone finds your business through a social media post
• When a user clicks on a PPC ad 
• When someone with a mobile device clicks on your website
• When you want to direct users to a short-term promotion

Generally, whenever you can use a landing page, you probably should. But it’s only worth doing if the page is optimized to deliver the best user experience and point users toward your goal. Otherwise, you risk showing users sub-par information that doesn’t convert them or entice them to visit the rest of your website — a dead lead. 

Benefits of an Optimized Landing Page 

Why does learning how to optimize landing pages matter? Well-optimized pages offer several benefits:

• Make it easy to see where traffic is coming from. If you have a different landing page for each marketing campaign, you’ll be able to easily monitor the traffic to these pages and understand where the bulk of your website visitors come from. This way, you can focus on those campaigns.
• Let you highlight the specific offers and information users need to see. If a user clicks on an ad, they want to learn more about the offer they saw in the ad. Landing pages let you curate the user experience, homing in on the details a user might already be looking for.
• Improve the performance of paid marketing campaigns. Landing pages don’t cost money, other than the hosting costs for your website. You can use them to supplement paid marketing strategies, such as PPC ads, to boost the performance and ROI of these campaigns. 
• Allow you to share promotions quickly. Landing pages are generally easier to create than website pages that are integrated into the rest of your sitemap. They can exist outside your website’s existing infrastructure, meaning you don’t need to ask your web developer to alter your site structure to make room for them. They can be relatively simple pages as long as you optimize their elements for your campaign goals.

How To Optimize Your Electrician Landing Page for SEO  

Now that you understand what a landing page is and why you should optimize it, it’s time to break down the landing page optimization process. 

Understand Your Audience 

Different marketing campaigns have different audiences. Perhaps with one PPC campaign, you’re targeting middle-aged homeowners, whereas with a social media campaign, your target audience is young, first-time homeowners. Before you can optimize a landing page, you need to understand which audience you are targeting with the page. 

Take the time to answer these questions about the audience for the page:

• Where are they in the customer journey?
• What problem are they trying to solve?
• What matters to them? 
• What is their budget?
• What information would they need to make the decision to hire you? 

It might be helpful to create a customer persona. This is a written description of a fictional person who would fit into your audience for that landing page. 

For example: 

“Sarah Smith is a 35-year-old mother of two in the process of renovating her kitchen. She needs an electrician to add new lighting and appliances for her renovation. She is concerned about safety and cost. She is looking for an electrician who is friendly, knowledgeable, and professional.” 

With your audience information in mind, you can begin optimizing the landing page around your target customer, ensuring that the information, layout, graphic design, and all other elements on the page cater to them. 

Pinpoint Potential Problems With the Page 

Maybe you’ve had landing pages set up for a while now, but they aren’t converting at the rate you would like them to. Why not? Take a closer look at these pages and identify potential issues that may be hurting your conversion rates. 

Surveys and user feedback are excellent ways to understand problems that turn visitors away from landing pages. Consider setting up a survey that pops up when users go to exit the page. Ask why they are leaving and offer a few answer options, such as:

• They didn’t find the information they were looking for
• The service was too expensive
• The website was difficult to use
• They are no longer interested

You can start collecting data to aid your landing page optimization efforts moving forward. 

Another way to identify potential problems with your landing pages is to review user behavior. You can analyze metrics like click-through rates, average session duration, page views, and pages per session to understand what actions users are taking when they reach your landing page. 

You can also use heatmaps to analyze user behavior. These are visual data reports that show where users are scrolling, clicking, and moving their mouse (or tapping their finger) on your landing page. They can show you which areas of the site are most attention-grabbing and which areas haven’t received much attention. 

If the area of the landing page with the CTA or special promotion isn’t a hot spot on the heat map, something needs to change. You might need to adjust the call-to-action placement or increase the font size, for example, to make sure it stands out. 

Analyze What Your Competitors Are Doing Well 

You may not want to spend too much time worrying about what other electricians in your area are doing. But analyzing your competitors can be an incredibly helpful strategy for improving your own marketing campaigns. You can evaluate what they’re doing well and incorporate those same strategies into your landing pages. 

Start by listing three or four direct competitors. Don’t know who your competitors are? Perform a Google search for “electrician near me” and similar terms, and see who ranks in the first few search results. Your direct competitors are other electricians competing for the same customers and offering similar services or products to you. 

Once you have a list of competitors, visit their websites and social media pages. Sign up for their email newsletters and click on their ads when you see them. You’ll discover landing pages with the same goals as yours and can begin taking notes about what their pages are doing well. Use yourself as a test subject; what elements of the page drew you in? 

Explore the Variables You Can Change 

Your landing page consists of many variables. Make a list of all of the page elements and other variables that you might be able to change for better conversion rate optimization. 

For example:

• The CTA placement
• The font
• The font size
• The location of graphics
• The size of the graphics
• The language in the value proposition
• The page copy
• The amount of text on the page
• The visual hierarchy of information on the page
• The overall user experience design

You may not have realized the number of elements contributing to conversions on your landing page. Listing them out will help you better analyze the page and understand its impact on your target audience.

Use A/B Testing To See What Works

Once you have listed out your page elements, it’s time to start making changes to increase conversions. But instead of randomly changing elements and seeing what sticks, you can be strategic about your page adjustments.

Use the data you gathered in the steps above — your target audience information, user behavior on existing landing pages, and competitive analyses — to make targeted adjustments to one element at a time. Then, use A/B testing to determine which adjustment performs best.

A/B testing involves creating two versions of a marketing material: version A and version B. The two versions should be identical, other than one main distinction. Running both versions at the same time gives you clear insight into which adjustment performs best. You can analyze which version of the landing page converted more users and keep that change in future iterations.

Improve Back-End Elements 

If you have optimized on-page elements on your landing pages and haven’t seen much improvement, the issue may be with back-end elements. Perhaps the page loads too slowly; the average user will only spend two seconds waiting for a website page to load before moving on. Or maybe there is another technical glitch that is preventing users from navigating the page. 

Talk to your website developer about improving the page load speed and other technical elements impacting user experience. Be sure to perform regular maintenance on the page so that it continues to run smoothly and does not experience other glitches that might turn users away. 

Leverage Landing Page Optimization Tools 

The best way to optimize landing pages often requires you to make manual adjustments and improvements to better engage your target audience. But you can also use specialized tools to streamline some steps in this process and make more focused changes. 

Landing page optimization tools include features that help you analyze user behavior on your pages. These might include:

• Heatmaps, which let you visualize users’ clicking and scrolling behavior
• Session replays, which record user sessions and let you watch them back
• Surveys, which help you collect user feedback to understand their preferences 

They can also help you perform A/B testing by creating two versions of a landing page within the tool and monitoring their performance. These tools provide analytics and insights to help you understand the effectiveness of your optimization efforts and make more targeted changes. 

Continually Improve Your Pages

Unfortunately, landing page optimization isn’t a one-and-done process. It requires you to continually monitor your pages, analyze user behavior, assess your goals, and make changes over time. 

Set a reminder to analyze your landing pages every month or so and brainstorm ways to improve them. If you use a landing page optimization tool, you can quickly review data and analytics about the pages and target those that are not performing well. 

You should also regularly consider which landing pages are no longer serving a purpose. For example, if you run a page about a short-term promotion, you’ll likely want to link the marketing campaign to a different page or adjust the content once that promotion is no longer active.