Local lead generation is interesting because of the sheer variety of businesses it can apply to. Every business has different pricing structures, sales funnels & regulation. For these reasons you often see very generic landing pages when it comes to any type of “local” lead. Let’s take a look at a “run of the mill” local lead gen offer that you can find on some affiliate networks:
It’s really not a bad looking landing page. It’s professional, offers consumer benefits and makes it easy to get an estimate. However, it’s generic. This landing page probably sells leads to local contractors so it HAS to be generic so that the lead can apply to many businesses.
I’ve ran landing pages with a generic “Get a Quote” call to action and they typically do generate a good deal of leads. The problem sometimes become quality. Unfortunately, just because someone is interested enough to fill out the form does not mean they are a quality lead. Some people are just surfing around dreaming of remodeling their basement and think they can get it done for $500. Yea, it’s an unrealistic expectation but MANY consumers have unrealistic expectations about what things should cost. When running a generic offer you typically get a mix of high quality buyer leads and low quality tire kicker leads. That’s all part of doing a lead generation campaign.
Adding pricing to a landing page can sometimes heavily BOOST the amount of high quality leads coming through the landing page. The downside is that it will REDUCE the overall amount of leads you generate. Let’s use the example landing page above. The current call to action is “Get Multiple Basement Remodeling Estimates From Local Contractors!” If I were running this lead gen campaign (and it were possible to do so) I would try adding pricing. Let’s say that 75% of basement remodeling projects costs $10,000. I would try a call to action like “Complete Basement Remodeling Package: From Only $9999” and then list what that includes and disclaim openly what the $9999 price gets you and applies to. What this would accomplish is scaring off the tire kickers and delivering leads to the lead buyer which are MUCH MORE LIKELY TO BUY THEIR SERVICE.
The obvious problem with this is that if you generate less leads you could be getting paid less. Remember that these leads are much more likely to buy so you may be able to negotiate a significantly higher price per lead or even a percentage of the total sale once the lead buyer realizes that these aren’t crappy leads that your selling.
Have you tried adding pricing to lead gen landing pages? How did it go for you?
I agree price is a factor but it’s not the overiding factor. Lovely read thankyou.
Good point. I agree that landing pages are not enough fine tuned for a lot of business.
Try even going a step further and take the lead and book a qualified appointment. Now that $10 service magic like lead is worth a lot more. Take a look at my friend Todd’s home improvement lead gen business as an example http://www.keywordconnects.com
Great topic. I’ve definitely found that to be a tradeoff with high volume/lower quality leads vs low volume/high quality leads based on the amount of prequalifying on the LP. For me it all comes down to how well the client can convert the leads to sales on the backend. If they are great at selling the tire kickers, then non-qualified leads might be OK. If they have trouble closing, then I want to presell as much as possible including adding pricing info on the LP.
Awesome idea!
I will definitely apply to this to my next lead gen sites.
But you forgot to mention this starts before, on the PPC ad, in the email clpy, or even the SEO title/description page.
Great tip, really looking forward to hear more about local lead gen tips (there is so few on the web!).
great post.
I guess it depends on who you are selling the lead to as well.
There might be some ‘warm’ prospects that could possibly be left out when the price is stated; and depending on the sales person’s talent, they might be able to close these leads.
@imkazu & Chad – you are 100% right. It all depends on the lead buyers goals and experience
Very cool! Thanks for posting this up. I never really did great with local stuff so it’s great to see some more examples of how to increase quality
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Very good post.
I have experience with new cars leads, and its so true.
I can generate a lot of volume but there is a lot of junk in it,
I started to qualify a lot more, showing prices and asking many more fields.
Its all about the quality, not the quantity.
Hey just came back here to read this artilce for the 10th time, im with a family friend who has a big contracting business, and has never had any luck paying for leads. I would love to see any more posts like this, where you offer more GREAT ideas in how to kill it in local lead gen.
I would like to know from where do you get ideas for landing page design,thanks.
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