Business owners: What is the most important page on your website? (Hint: it’s not your home page)

Even well-designed websites often fail when it comes to the most important page on your website.

by Kerry Shellborn
Graphic image showing stylized computer plus text.
  • Do you own or run a service-based business?
  • Do you purchase Google or Facebook ads, and wonder if they are actually bringing you business?
  • Would you like your website to appear higher on Google?
  • Are you wondering how to get business from your social media efforts?

As a brand manager, I’ve researched and studied hundreds of websites, primarily service-based websites, and I’ve discovered that even really well-designed websites often fail in one important area.

The most important page you can have on your website is a High-Converting Landing Page.

I know that term may sound a bit jargony, so I made a video that explains what Landing Pages are and why every service-based business should have at least one Landing Page that converts people interested in your service into happy customers.

Having a website without high-converting Landing Pages is like having a bucket full of holes—it’s highly inefficient and you can be wasting money on advertising. For example, if you are purchasing Google or Facebook ads and linking those ads to your home page then you are allowing qualified leads to leak out of your marketing bucket.

That’s why a high-converting Landing Page is even more important than your home page. (For businesses with only one service, then your home page might also be your Landing Page.)

What is a Landing Page?

A landing page is a single webpage that serves a single purpose. For service-based businesses, the purpose is most likely to book your service. But it may also be to request a quote or ask for a consultation.

Unlike your homepage or a general services page, which might list all the services your business offers, a landing page focuses on one specific service at a time. That means if your business has three different services, your website should have three separate Landing Pages that focus on each service you offer.

What makes a Landing Page high-converting?

I have noticed that more and more service-based companies are dedicating a single webpage for each of their services and this is a great first step.

The second and even more important step is ensuring your Landing pages effectively convert leads into bookings and sales. And to do that your Landing Page needs to have six important features. (Most of the websites I review only have one or two of these features)

Icon of a website with the six important features that every Landing Page should include

What are the six important features that every effective Landing Page should include?

Want to turn website views into sales? The best way is to provide your prospective customers with everything they need to make a decision on one page. Don’t make buyers travel around your website to get the information they want.

Here are the six things that your Landing Pages should have:

  • A Google-friendly headline.
  • A descriptive hero image. (One is good. Three or more are better)
  • 5-star customer reviews that provide inspirational social proof.
  • A series of “they ask, you answer” in a Q&A format. (The more the better)
  • Build trust with a compelling message from the owner or other key employees.
  • A clear, easy-to-follow call to action.

What is a Google-friendly headline?

Would you like your Landing Page to rank on the first page of a Google search? If so, you will need to have a Google-friendly headline. That’s because Google gives more weight to the main headline of a web page than other text so it’s important to have specific keywords in the headline.

What keywords?

To determine what specific keywords to include you have to think like an average person looking for your service. They are not looking for a business name, but a solution to their problem.

The two most important keywords to include in a Landing Page headline are the common name for your service + your location. This is not the place to use industry jargon or generalities. The more specific you can be with your headline the better.

What is a hero image?

The hero is your potential customer. The best images to include are ones that show how your customer will benefit from your service. One of the best ways to do that is to show a before and after-image of your service. Another good image to include is one of you (or your employees) performing the service.

What is social proof and why are reviews so effective?

Customers want to know that other people have used and recommended your service. That’s why reviews are so popular and effective. Instead of having a separate testimonial page (where they are hidden), bring your best 5-star reviews to the forefront by adding them to your Landing Page. Use positive reviews that discuss the specific service that your page is about. And one final point: call the social proof reviews, not testimonials.

What are “they ask, you answer” questions?

“They ask, you answer” questions are similar to frequently asked questions except that the answers aren’t on a separate page of your website, but right on the Landing Page. (Again, don’t make visitors go to a separate page to find the information they need to make a buying decision)

Use a question-and-answer format similar to what you are reading right now. The more answers you can provide, the better. First, think of every question that you, as a business owner, have ever been asked about the service you provide. Then answer each question as if you were speaking to someone face-to-face.

Do you currently have more business than you can handle? If so, then using well-thought out questions can help you to qualify your leads. Including questions and answers that show why your service might not be a good fit will allow you to focus on the jobs that bring in the most revenue.

How can you build trust in your business?

People prefer to do business with people they know and trust. One of the best ways to do that is to show a photo of the owners and include their first and last names. Include a quote or short message from the owners showing that they care. Don’t make customers go to a separate “about us” page to find out who the owners are—especially if your business is locally owned.

Include a clear call to action.

Don’t make visitors go to a separate “contact us” page to fill out a form or learn how to contact you. Put a form with clear instructions on how to fill it out right on the Landing Page. Include a phone or text number if applicable. Then let your customers know what will happen after they call or fill out the form. This will reduce any hesitancy that customers may have and help them to take the most important and final step.

Does your website currently have a high-converting Landing Page?   

If not, then adding a Landing Page to your website should be at the top of your marketing to-do list. That’s because an effective Landing Page is a hub where all other marketing spokes lead.

Would you like to know the answer to these questions?

Do you purchase Google or Facebook ads, and wonder if they are actually bringing you business?

Answer: If you purchase digital ads and don’t have them linking directly to a landing page, then you are wasting your efforts. First fix the leaky marketing bucket and then worry about how to fill the bucket.

Would you like your website to appear higher on Google?

Answer: An effective Landing Page will help your entire website outrank your competition. I’ve seen a home page and corresponding Landing Page for a business website appear as the top two listings on Google for a specific search.

Are you wondering how to get business from your social media efforts?

Answer: Building an audience on social media can be an effective tool in building trust for your business. But if you don’t have a place for your loyal fans to go when they want or need your services, then everyone loses.

Would you like a second opinion about your website?

(Shameless plug to follow)

If you are interested in knowing how a Landing Page could improve your website then check out the new KPI Media Lead Generation Landing Page.

Or if you are interested in a more informal website audit to see how it could be improved then feel free to email [email protected] as I’m looking for examples to showcase in my Branding Blog on

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