![\"Service](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2020\/03\/FEATURED-How-to-Design-a-Service-Business-Landing-Page.png\")
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If you run a service business (whether you have a local space or operate entirely online), you need landing pages that convince users to take the next step. These pages represent a critical point where everyday web visitors turn into customers.<\/p>\n
What goes into a landing page for a service business? How do you optimize it to convert? We\u2019ll explain the step-by-step process to create your landing page in this article!<\/p>\n
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[content_upgrade cu_id=”14656″]Free download: Service Business Landing Page Checklist[content_upgrade_button]Click Here[\/content_upgrade_button][\/content_upgrade]<\/p>\n
A landing page is similar to most other pages on your website, with a few exceptions. If you’re using a content management system like WordPress, you may need to create a special template file for landing pages.<\/p>\n
When a user arrives at the landing page, you only want them to take one action: convert. If they need any information to make that decision, it should be on the page. There should be very few ways to leave the page. That means…<\/p>\n
Every avenue to another page is an opportunity for visitors to go somewhere else. Every unrelated element is a potential distraction. So create a page that\u2019s as slim as possible.<\/p>\n
Your value proposition is a simple message that tells potential customers why they should hire you rather than your competitors. Reduce your offering to a single thought that conveys the benefits of your service.<\/p>\n
Your value proposition will inform your entire landing page. You\u2019ll need to consult it before you write your headline and body copy, add images, and create your form.<\/p>\n
Here are some examples:<\/p>\n
Notice how each of those value propositions lean on specific benefits, like painlessness, convenience, and attractiveness. They\u2019re also reasonably short and easy to understand.<\/p>\n
Many guides will tell you to start with your page\u2019s title, but we think it\u2019s important to start with your form. It\u2019s important to know where you want visitors to go before you push them in that direction.<\/p>\n
The first question to ask yourself is \u201cWhat do I want to happen after they submit the form?\u201d<\/p>\n
For many businesses, the purpose of your page\u2019s form is pretty straightforward. Users complete the form and the submission data gets stored in the WordPress dashboard. When a new submission comes in, simply reach out to the new lead to schedule their service.<\/p>\n
But you can also have the data sent to other apps you use every day. For instance, you might need to send their submission to a project management tool so your team can get started. That\u2019s easy with Gravity Forms\u2019 Add-Ons for Breeze<\/a>, Campfire<\/a>, Trello<\/a>, and Slack<\/a>. If you like using a CRM, check out our Add-Ons for Agile CRM<\/a>, Capsule CRM<\/a>, and Zoho CRM<\/a>.<\/p>\n If you want to collect payment with your form, you\u2019ll need one of our payment Add-Ons: 2Checkout<\/a>, Authorize.net<\/a>, PayPal Payments Pro<\/a>, or Stripe<\/a>. For more information, read our full guide on Gravity Forms merchant integrations<\/a>.<\/p>\n Some businesses want leads to book a time to talk about their needs, meet for a consultation or walkthrough, or for the service itself. This takes a few extra steps, but it\u2019s still pretty simple:<\/p>\n As always, try to keep your form as lean as possible. Only ask for the information you need at the moment to collect a lead. If it\u2019s not relevant, don\u2019t ask for it. Notice how Guideline uses a very simple form that\u2019s not intimidating or time-consuming.<\/p>\n When it comes to your form\u2019s button, use something simple and powerful that completes the phrase \u201cI want to\u2026\u201d For instance, you might use \u201cBook Now,\u201d \u201cFind a Designer,\u201d or \u201cSchedule Appointment.\u201d<\/p>\n A hero shot is a large image or video that\u2019s impossible to miss the moment your users arrive on the page. It\u2019s a way to connect with your visitors on a visual level to help them get a better understanding of your service and how it benefits them.<\/p>\n Wherever possible, show your service in action or in use. For example, instead of showing a picture of a random lawnmower, show an image or video of your team at work, preferably if the visitor can see the before (unkempt lawn) and after (healthy and tidy lawn).<\/p>\n This Leanbox landing page puts a video right beneath its title. Visitors are compelled to click to learn more about the service.<\/p>\n Munchery uses a static image for their hero shot, but it\u2019s an extremely attractive photo that encapsulates their fresh and healthy value proposition.<\/p>\n Start with a title that quickly explains why the visitor should use your service. In most cases, you can use your value proposition here. If you think the visitor needs some more explanation right away, feel free to add a subtitle.<\/p>\n Then write 250-500 words of copy that elaborate on your value proposition. Make it clear who your service is for (so they know they are in the right place), why it benefits them, and how it works. Make it easy for them to understand.<\/p>\n Here are some things you might want to let them know:<\/p>\n Notice how H. Bloom explains their service with as few words as possible. The numbered columns under \u201cHow it works\u201d make it easy to follow the progression of the service.<\/p>\n Reviews make potential customers more comfortable about taking the next step, so it\u2019s important to place a few of them on your landing page, especially near your form. These will help them overcome their fear about using your service.<\/p>\n Use short and to-the-point reviews that specifically address your prospect\u2019s objections. For instance, if you know customers worry that you\u2019ll take a long time to deliver the service (maybe you\u2019re in an industry fraught with long waits), use a customer testimonial that compliments your prompt delivery.<\/p>\n A trust symbol is a recognizable badge, symbol, or icon that your customers already trust. By placing trust symbols on your page, you can help customers trust you by association and ultimately reduce friction in their decision-making process.<\/p>\n You\u2019ve probably seen plenty of these before. They look like this:<\/p>\n When a potential customer sees the name of a company they already trust on your site, they subconsciously grant you some of that trust. This is a powerful way to make them more comfortable committing to a relationship with you, giving you their personal data, or sending you their money.<\/p>\n [content_upgrade cu_id=”14656″]Use this checklist to make sure your service business\u2019 landing page is ready to convert![content_upgrade_button]Click Here[\/content_upgrade_button][\/content_upgrade]<\/p>\n Now that you understand how to create your own landing pages, you\u2019ll want to create a unique page for each service, campaign, or offer. Don’t use a generic landing page for everything. For instance, if you buy Facebook ads to advertise your summer special, use a landing page that references the special so the customer experience is cohesive and smooth.<\/p>\n Are you proud of your service business landing page? Drop a link in the comments so we can check it out!<\/p>\n <\/p>\n\n
![\"Service](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2020\/03\/guideline.png\")
<\/p>\nStep 4: Add Your Hero Shot<\/h2>\n
![\"Service](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2020\/03\/leanbox.png\")
<\/p>\n![\"Service](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2020\/03\/munchery.jpeg\")
<\/p>\nStep 5: Write Your Title and Copy<\/h2>\n
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![\"Service](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2020\/03\/h-bloom.png\")
<\/p>\nStep 6: Include Some Customer Reviews<\/h2>\n
Step 7: Add Trust Symbols<\/h2>\n
![\"Service](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2020\/03\/trust-symbols.jpeg\")
<\/p>\nCreate Lots of Pages<\/h2>\n
![\"Gravity](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2020\/06\/Gravity-Forms-Newsletter-1.png\")
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