Destroy my lander no mercy please (17)
My page is converting enough to make sales and is much much better than what I used to have but if anybody wants to chime in please do.
IT IS SLOW, im getting it fixed. Im getting real testimonials. I don't have a money back guarantee bc I've been burned by clients who will just nit pick me to death or threaten they wan't their money back. This is a high end service
Seriously shit on my page all you want don't hold back, but give me some suggestions on how I can improve. You guys are the experts, i'm here to learn. I have just gotten a copy of cashvertising and am getting into John Carlton and reading this forum.
This is what i'm sending people to so I guess its a direct linking? should I have something before this they go to? Direct mail, search
http://georgialawninc.com/atlanta-top-dressing
Honestly, it's kind of awful. Like something you'd see in the 90's or early 00's.
I'm not trying to be mean, but it's low level amateurish.
My advice is to find the top sites in the industry and use the best parts of each as inspiration. If you don't have the talent or time to design/develop a top notch page, there are plenty of resources/people you can use to get the job done for you.
Also I don't think you really need WordPress. instead consider using a single page template, like this: https://www.bootstrapzero.com/bootst...ootstrap-theme then modifying it to your needs (or having someone else modify it)
Thanks for the input seriously. All of the other sites in the industry are maybe 3 or 4 lines of text kinda general with no real direction. Unless you know what the service is you have almost no clue what it is they do. I went this direction because these were all the questions customers would ask before they would sign up and we got tired of repeating the same stuff over and over.
Do you think a short page then a long FAQ page after they give their email?
I'll definitely check out bootstrapzero
Hey Kdense,
Good to see you giving this a shot, don't be discouraged by your current lander gap - if you're getting results now you're going to be a very happy chappy at the end of this.
Services like these are highly mobile orientated in my experience, I've had some success with skip bins, tree services and pressure cleaning. I've got some ideas but first can you confirm most of your visitors are on mobile devices?
AZ
Didn't read the entire page but the form itself looks ugly. Use Google forms at the least. Or get a more interactive form that looks BEAUTIFUL and INTERACTIVE. Beautiful means something that looks beautiful to look at that the user is tempted to fill out and interactive means that it responds to user input - so using something like Google Maps API so it prepopulates user's address once they enter part of the address.
EDIT - also add exit notification/exit popup that triggers when user tries to close window/moves mouse outside of window.
My suggestion instead of just revamping the landing page.. the whole site could use a bit of help.
If you go to themeforest.com or a similar site, you can find really well designed themes for less than $75 and full instructions on how to set it up. Even some specifically designed for the lawn and landscape industry, with forms and all built in.
You just fill in the blanks with the text. Those type of themes usually have alot of bloated code that is unnecessary but if you go to www.upwork.com and hire a reputation guy who specializes in site speed optimizing, you can get the site fine tuned for around $100 and you are all set.
So for less than $300 you have a great looking site which will greatly improve your conversion rate and the first impression visitors have.
If you run any adwords campaigns or similar, you could also look in to something like leadpages.net or unbounce.com for setting up quick landing pages and testing their conversion rate if you split test several. Just Google search for a 60 day free trial to leadpages.net and give it a whirl.
Andrew
"I've got some ideas but first can you confirm most of your visitors are on mobile devices?"
Yes most traffic is coming from mobile. The desktop and offline marketing traffic that is coming to it is are who converting right now but its 90% mobile coming in.
The mobile preview you did looks like what my site should look like, thats sick. Im going to replicate that to a another page and see what happens. I'll try the 2nd page one and one that has the cta on the first. The segmentation of the 2nd page form makes a lot of sense.
"Consider a discount exit offer"
Do you think something besides a cheaper price would work? In the past when we offer a discount it ends up being all the people who barely have the money to cover the service and its an allout melt down bitchfest if one little thing is not exactly how they pictured it in their minds and then want more free shit. Vs the people who have plenty of money and dont give a shit but just want it done the right way the first time. How would you retarget the 2nd type of customer and repel the first?
"Set of Zip Codes"
Yes we've got a network of companies setup outside of our coverage area that we sell leads to.
whysoez
"EDIT - also add exit notification/exit popup that triggers when user tries to close window/moves mouse outside of window."
Would you do this on a landing page for ads only or one that google sees as well?
PAYNE DADDY
Yes this will be my long term solution for sure thanks for the sites. Doing this wouldn't mess with organic rankings as long as the url structure stayed the same right?
OK still working on the exit pop but this is what i've got in the mean time.
http://georgialawninc.com/topdressing
Im going to send only mobile to it.
Ugly isn't a reason to change landers, I have seen some really ugly pages convert like crazy. Be sure your story is convincing (yes, nice design could be a part of that ofcourse) and warms people up to take action on the campaign page.
I can guarantee the biggest impact you can make right now is changing that headline...
"REQUEST A QUOTE & A FREE ONSITE ANALYSIS"
to
"Finally, The Lush Green Lawn You Home Deserves - Without Breaking Your Back Or Your Bank - Guaranteed!"
Show a before and after image of a diseased lawn to a healthy one.
The headline is 80% of your copy...
The next sentence after that is identifying with the problem, then agitating and finally solving with your product or service.
Bit of a quick reply this as I'm busy as a mother. 
Also Nero Rising totally hit this on the head.. "it's all about the offer"
Give a discount for sure to get the email.
Stickupkid makes a very good point - don't assume your lander has to be beautiful to convert. Some ugly-ass landers convert like wildfire.
Immediate thoughts on the new one:
1) Will your audience all immediately know what top dressing is? I admit, I'm not a gardening expert, but I have no idea what that is so you'd immediately lose me as a prospect.
2) Proprietary compost mix is a feature, not a benefit. What does the proprietary compost mix do for me as a lawn owner? Why would I care?
3) The image is nice, but I think you could do better. Faces! Happy people looking at their lawn going "OMG!". Before/After shots! I'd definitely test a bunch here. Also worth throwing some Photoshop at it because it could pop more - given your primary field of interest (no pun intended) is green, a Vibrance pass would be a solid start.
4) Make it more obvious what the main Call To Action (CTA) on the page is. At first glance (on a desktop) it's not incredibly obvious what I should click if I want some top dressing from you. You also seem to have two CTAs - I'd strongly recommend cutting down to one main CTA. Studies show, repeatedly, that giving users a choice like that will usually reduce conversion rates.
Those are the main points that jump out at first glance, plus dazed1's point about headlines. Looking forward to seeing the next iteration! If you're already making profits from the existing lander, I think you can achieve some pretty impressive conversion rates with tweaking and testing!
Alright, here is the updated version
http://georgialawninc.com/topdressing
Been a super busy week, this is our busiest time of year. The "as close to a golf course that your lawn can be" headline seems to be the one that most people have liked the most. Ive got 8 others that I'm still testing but it seems to be pulling away as the winner.
- Exit pop up added @ 30 seconds on mobile and exit intent on desktop
- Images testing 12. the side by side on there right now seems to be working the best but need to edit some more.
- I'm getting an onsite video testimonial from one of my customers that will hopefully work for proof.
- Thanks for the headline tip Dazed1! This has really improved my click through and time spent on the page.
I know the feeling (4 yr old boy ready to go at any moment)!
- Exit offer im still creating the report. Right now they just get sent to another webpage that has a bunch more info about top dressing
Thanks for all the help guys i'm seriously grateful.
On this new one, the top of the page hurts my eyes. There's 4 different banners with small text it just seems weird to me. And then the box that the body text is contained in looks weird too how it cuts off until you scroll down. I think maybe it should go to the bottom of the page and not get cut off like that. Also the background image scrolls over top of itself.
Best of luck I'm sure you'll get some good tips from others.
Cheers,
Brad
I would be a little cautious about the comments that an ugly site is okay. That may be the case for selling someone on a free app download or a product that costs $20 ... but ugly and amateurish is not okay if you are asking people to shell out $1,000 for a product or service.
If it is a high end service, then the site needs to look professional and trustworthy. Right now, it does look quite amateurish.
That said, the problem with most "pretty" sites, however, is that the people who design them know nothing about how to convert. So you need a design that does both, looks professional and converts well.
Good news is that you do not have to reinvent the wheel. Plenty of other companies sell higher priced products and services for homeowners. Take a look at what the successful players do, note the good points, and then hire a professional to design your landing pages based on them
Originally Posted by cmdeal
The reason some ugly sites perform well is not because they're ugly. It's because the people behind them focused on performance instead of design. They could just as well do both, but usually have limited resources - a design update would probably just add more conversions, not take them away.
To the OP: Your updated version is a lot better, but it might have gone overboard. You're relying heavily on tactics rather than considering the product and its audience to build trust/rapport with them. I don't think high-quality lawn fertilizer is an impulsive/emotional purchase, so pressuring someone to act fast might hurt you - seems less trustworthy.
(Note: This post turned out to be longer than I expected! I should note that everything I'm suggesting is an example based on a quick peek through your LP. I didn't go deep enough into your product to give suggestions for actual replacements to the copy. But the general ideas should be adaptable.)
The exit pop feels more desperate than reassuring. They work better in high volumes because even though it gets relatively low engagement, it's enough to be worth adding for higher volume sites to catch a few extra conversions... but on a site like this, you really should be focusing solely on converting users who have arrived with intent. Anything that seems gimmicky will make them feel like they're being tricked - or that you're desperate for the sale (which contradicts with your "only 5 spots left" message).
Consider some other tactics that are less impulse-based and more focused on strengthening confidence in your product. Consider employing transfer - I don't see any accreditations or symbols of trust beyond a single testimonial. Your product should be positioned as valuable, trustworthy and beneficial.
Lines like "Benefits Of Having Your Lawn Top Dressed:" are flat and say nothing - they're missed opportunities. Why not something like "5 Reasons You'll Kick Yourself For Not Getting Your Lawn Dressed Yet:" or "Without Any Extra Effort On Your Part, Our Top Dressing Will..."
or, to go wild with it:
"Our Customers LOVE Our Top Dressing - Here's Why:
- It saves them money AND time. A lawn treated with our top dressing requires less watering, fewer chemicals and ZERO effort on your part - giving you more time to enjoy the lawn.
- They know their family is safer. Our top dressing mix is uniquely designed to avoid dangerous chemicals found in other products - perhaps even the one on your lawn today.
- For the first time in their lives, they're proud of the way their lawn looks. Having a well-kept lawn is one thing, but having a lawn that stands out from the rest is something our customers keep telling us - they can't believe what a difference it makes."
I'm not sure if these are 100% accurate but you get the idea. Expand more on your key points. Give them lots to love and highlight the best parts.
Write out reasons your potential clients might object to a purchase decision, then counter those points before they can think of a reason themselves. Maybe they think "Well, I haven't seen anyone on my block with a lawn like this, and there's only one testimonial..." then you can say:
"If you don't already have a lawn that looks like this, don't feel bad! Our top dressing formula is the product of YEARS of research and development. It has NEVER been available before... but now, we're finally ready to start painting the town green."
As for the step-by-step on the process... I don't care what you do. I care why you do it, and especially what it will do for me. What the hell is "core aerate"? I don't care, don't tell me - tell me what it does to my lawn.
What about three pictures instead of just the boring before/after? First a yellow lawn, then a green lawn that looks okay... which the user thinks "ah that's the 'after' photo, looks pretty good"... but then you show YOUR lawn, with deep beautiful greens that makes them think "oh! I never knew a lawn that already looked 'pretty good' could improve so much!" That will show the added value of the mix. You have to show what makes your product not just "good" or "better" - you have to show what makes it the best and worth disrupting inertia to make a decision/enact change.
Think about that Lucky Strike episode of Mad Men - all cigarettes are toasted, but customers don't know that. It's not a lie at all - it's just a trick
Use one feature and position it as super valuable and mysterious, and the implication that it's unique/special will follow (even though it's not). If you insist on telling me about your Core Aeration process - which probably is a normal process that everyone does - then go 100% on it. Tell me why it's your bread and butter secret weapon. You can make this WHOLE PAGE about your Core Aeration process if you want (could be a good idea for split testing)... just make it sound badass and important to the process. As long as your product really does work and delivers the results you say it does, it doesn't matter as much how you convince people - they all end up happy. (Obviously goes without saying that you shouldn't lie, ever, and if your product sucks or doesn't match the RESULTS you promise... then you MUST improve it or change your angle, or you'll go out of business ASAP.)I should feel mystified at the tantalizing lawns I see on your site - "How do they do that?! That seems FAKE" - and then I should feel confident that you're demystifying it just enough to make me trust that you're not full of crap. That I really can have that lawn that seems so fake.
You're definitely getting there! But I will echo others' comments: hiring a professional LP designer will make a HUGE difference, because you're in the confidence game here, not the impulse game. I haven't even touched on design... this page is ugly and it's not in the "good way" that gets touted around here. But that means you can seriously improve your results from here, which is great!!
Another thing (sorry I can't help myself, this is a nice topic because you're so close to nailing it)... I'd recommend against using fake testimonials like the ones on your home page. Easy to tell and a quick search confirms they're stock images: https://www.tineye.com/search/ea8695...ea6f11bb4eae9/
Also, why bury this great bit below? It's hidden in a huge boring paragraph about why someone should sign up to your newsletter (or whatever I'm signing up for - unclear), which you don't even tell us is free:
"we've included exclusive pro tips golf courses use to keep their grass green"
That could be a huge selling point - associate your name and methodology with the same techniques golf course pros use on their greens. Show you know what they know - and even that you advise them on the golden standard of greenliness.
Maybe even go out and give away your product to get a story. "The other day I was talking to my buddy about how he keeps his golf course green, and we started arguing about top dressing. He said chemicals are essential, but I bet him $50 I could prove him wrong in a week... well, it only took three days. On the fourth, I was busy buying him a beer with my winnings - while planning how we'd get the rest of his course looking so great."
I could do this all day, so I'll stop now 
but there are TONS of directions and selling points you can pull out of this product... keep digging! Never accept boring, straightforward lines on a sales page unless they're simple navigational cues.
Advidi
Damn thanks for the time and the direction.
You guys are the masters so I'm all ears and I don't feel bad this is exactly why I started this thread I want you to be as blunt as possible so I can figure this shit out as fast as possible. I'm not very smart so I have to have it broke down in simple terms and then repeat the process a million times before I get half ass decent at it.
This is the original page that is getting most of the conversions.
http://georgialawninc.com/atlanta-top-dressing
This is the one I made with stm guidance. I was trying to go with a shorter more mobile friendly page. It is converting but the original is performing better.
http://georgialawninc.com/topdressing
I'm still testing the two
-The testimonials are real customers they just didn't want to have their identies shown ( older customers afraid of ID theft) so I just grabbed some free ones until I can put a picture of their lawn next to their testimonials.
I'm getting video testimonials now from top dressing clients to put on the page instead of just quotes.
- the golf angle is working great. I know I've got a rough outline of the points and features I'm just having trouble getting the benefit to stand out more. I do most of my selling in person and I basically just tell them your lawn will look like what you think it should, you save money and is safe for your family and they are ready to sign up. Online I read my page out loud and think who talks like this? But it's basically the same stuff just worded differently. Your examples on the benefits really helped expand on what y'all keep saying. It's not just feature=benefit it's benefit=in depth benefit.
The before better best images is awesome. I've seen that on all types of stuff on STM but it didn't click till now for some reason.
I gotta check out mad men
Thanks again
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