The 5 winners.

The landing pages actually worth stealing from.

Winner #1: thecleaningauthority.com

thecleaningauthority.com/chattanooga/lpai/chattanooga/the-cleaning-authority/cleaning-company

Cleaning landing page example from thecleaningauthority.com
  1. 1

    What gets in the way

    One contact button and no form

    The hero has one green button and the page has no form. A buyer ready to leave a name has no field to type in.

  2. 2

    What works

    Google stars in the first screen

    The Google mark, five stars and ‘Over 1000 5-Star Reviews’ sit under the button. A buyer can check the rating without trusting the company.

  3. 3

    What gets in the way

    Franchise copy under the hero

    The text talks about ‘20 million cleans’ and a rotation system. It is national copy, and it doesn't say what a Chattanooga clean costs or covers.

  4. 4

    What works

    Guarantee is a next-day reclean

    The page lists ‘Satisfaction Guaranteed’ and then the remedy: ‘we’ll return the next day’ and reclean. A buyer sees what happens if the job is poor.

  5. 5

    What works

    Review signed by a named customer

    The review is signed ‘Joel S.’ and ends with ‘really care about our’ home. A buyer reads a named customer next to the 5.0 score.

What to try

Write the guarantee as a next-day reclean

The Cleaning Authority writes ‘we’ll return the next day’ and reclean. Put your own deadline and remedy in one sentence near the button.

See the original page

Winner #2: mollymaid.com

mollymaid.com/locations/district-of-columbia/washington-dc

Cleaning landing page example from mollymaid.com
  1. 1

    What works

    Quote time under the button

    The header shows ‘in under 2 minutes’ for the quote, next to the phone number. A buyer sees the time before clicking.

  2. 2

    What gets in the way

    Full site menu above the hero

    The header lists Residential, Light Commercial, Why Hire Us, About Us, Cleaning Tips and a blog. Every link is a way off the page.

  3. 3

    What works

    Review count and score in the hero

    The hero shows 526 reviews and a 4.7 rating with stars, right under the copy. A buyer sees a number to weigh.

  4. 4

    What works

    Licensed and insured in a card

    The ‘Trusted Professionals’ card lists the local owner as licensed and insured. That answers the worry about a stranger in the home.

  5. 5

    What gets in the way

    Gift certificate block mid-page

    The page has a ‘Home Cleaning Gift Certificates’ block with its own button. It is a second purchase beside the quote a buyer came for.

What to try

Print the quote time under the button

Time your own form, then print the number under the button. Molly Maid prints ‘in under 2 minutes’ next to its phone number.

See the original page

Winner #3: merrymaids-us.com

merrymaids-us.com/dc-metro-area/lpai/washington-dc/merry-maids/house-cleaning

Cleaning landing page example from merrymaids-us.com
  1. 1

    What works

    Four ways to get in touch

    Four tiles of the same size read CALL, TEXT, EMAIL and CONTACT. A buyer who won't phone still has a way in.

  2. 2

    What works

    Phone number repeated in the text

    A green box in the text has ‘Ready for a cleaner home?’ and the phone number. A reader doesn't scroll back to the top to call.

  3. 3

    What works

    Three steps beside the photo

    The page lists ‘Request Your Free Estimate’, ‘Get Your Customized Clean’ and ‘Come Home to More’. Booking looks like three easy steps.

  4. 4

    What gets in the way

    Reviews far down the page

    The reviews block, ‘Hear From Customers Like You’, is below the map band. The first screen shows no rating.

  5. 5

    What gets in the way

    Only form is at the bottom

    The form comes after the reviews and ends with an address box. A buyer ready to send details scrolls the whole page first.

What to try

Four ways to reach you, all one size

Put CALL, TEXT, EMAIL and CONTACT tiles under the headline, all the same size, as Merry Maids does. Each buyer picks the way they like.

See the original page

Winner #4: ramclean.com

ramclean.com/locations/lexington-ky

Cleaning landing page example from ramclean.com

The search: presidential cleaning services

Sponsored ramclean.com

Commercial Cleaning Service - Janitorial Company - Lexington, KY

  1. 1

    What gets in the way

    Header has links and no phone number

    The top bar has four links and a quote button. A facility manager with an urgent problem can't call from it.

  2. 2

    What works

    Headline matches the ad

    The ad said ‘Commercial Cleaning Service - Janitorial Company - Lexington, KY’. The headline says ‘Commercial Cleaning Service’ and ‘Lexington, Kentucky’.

  3. 3

    What works

    Reply time above the form

    The form says ‘Our typical response time is 5 minutes’ in brackets before the first field. A buyer learns how fast to expect an answer.

  4. 4

    What works

    Google reviews beside the quote form

    Google review cards with ‘Response from the owner:’ replies sit next to the form. A buyer reads proof before the first field.

  5. 5

    What gets in the way

    Quote form asks for a street address

    The form has street address, city, state and postal code, plus a company website box. That is a long first step for a quote.

What to try

Print your reply time above the form

RamClean says ‘Our typical response time is 5 minutes’ above the first field. Use your own honest figure.

See the original page

Winner #5: santamonicacleaningservices.com

santamonicacleaningservices.com/services/general-cleaning

Cleaning landing page example from santamonicacleaningservices.com
  1. 1

    What works

    Phone number in a yellow strip

    The strip above the headline has ‘Serving Greater Los Angeles, CA’ on the left and the phone number on the right. A caller sees both first.

  2. 2

    What works

    Call button next to the start button

    Under the headline are two buttons, one with the phone number and one to get started. A caller and a form user each have one.

  3. 3

    What gets in the way

    Packages with no list and no price

    The text says ‘flexible packages designed to meet your specific needs’. The page lists no package and no price.

  4. 4

    What gets in the way

    One review at a time, no score

    The reviews block shows one quote, ‘very professional from the very beginning to the end’, with dots under it. It has no star score and no review count.

  5. 5

    What works

    Opening hours under the phone button

    Hours sit under the phone button: ‘Monday to Friday - 8:30am - 5:00pm’, Saturday by appointment, Sunday closed. A caller knows when someone answers.

What to try

Put your hours under the phone number

List weekday, Saturday and Sunday hours under the button, as this page does. A caller knows if anyone will answer.

See the original page

What the 5 winners do.

  1. Keep a phone number at the top

    4 of 5

  2. Put a review count near the top

    3 of 5

  3. Show a cleaner in uniform

    3 of 5

  4. Name the service and the town in the hero

    3 of 5

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: try.homeaglow.com

try.homeaglow.com/deal

Cleaning landing page example from try.homeaglow.com

The search: homeaglow

Sponsored try.homeaglow.com

Homeaglow Residential Cleaning

  1. 1

    What makes it work

    Top bar repeats the $19 price

    The ad showed ‘$19 First Time 3-Hour Cleaning’. The top bar reads ‘Get your home cleaned for $19!’, so the price matches.

  2. 2

    What makes it work

    Zip code box in the hero

    The hero has one field, ‘Enter your zip code’, and a Go button. A buyer enters one thing and learns whether the deal reaches their home.

  3. 3

    What makes it work

    Press logos under the hero form

    TIME, ‘NBC NEWS’ and other logos sit under the zip code box. A buyer who doesn't know the brand sees names they know.

  4. 4

    What makes it work

    Four voucher sizes with prices

    The offer box lists 2, 3, 4 and 6 hours of cleaning with a price on each, from $9 to $79. A buyer picks the size of their home.

  5. 5

    What it gets wrong

    Membership shown far down the page

    The ad says ‘ForeverClean Membership’. The page shows ‘6 Months of ForeverClean’ only in a small block far below the offer box.

What to try

Match the ad's price in the first line

The ad showed $19 and the first line of the page shows $19. Put the exact price from your ad in that first line.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

2 pages that waste the click.

  1. house cleaning services montgomery county md

    Map and town list in the first screen

    A buyer who searched for house cleaning in Montgomery County sees a map and a long list of town links beside the form. No service detail or price shows.

    • Venmo banner‘Now Accepting Venmo!’ is the top line on the page, above any service.
    • COVID noticeA notice about COVID-19 sits above the headline.
    • Old awardsThe Angie's List award badges list years up to 2017.

  2. rangehood cleaning

    Restaurant page for a rangehood search

    A buyer who searched for rangehood cleaning gets a page about whole restaurants. ‘exhaust hood cleaning’ is one phrase in a paragraph about grease and floors.

    • Wall of textParagraphs and lists fill the first screens before any price or booking step.
    • Illness factsA section headed ‘Key Causes of Foodborne Illness Outbreaks in Commercial Restaurants’ comes before any price.
    • No priceThe first screens show a ‘GET AN ESTIMATE’ link in the top bar and no price.

What we learned.

  1. Show the review count early

    The Cleaning Authority shows the Google mark and ‘Over 1000 5-Star Reviews’ under its hero headline. Molly Maid shows 526 reviews and a 4.7 rating inside its hero box.

  2. Spell out the guarantee

    The Cleaning Authority says it will ‘return the next day and reclean it’. Santa Monica & Westwood puts ‘SATISFACTION GUARANTEED!’ beside its phone number and hours.

  3. Give callers a number and hours

    Santa Monica & Westwood lists weekday, Saturday and Sunday hours under its phone button. Merry Maids has the number in the header and again in a box in the text.

The bottom line

The cleaning service pages here that win show a review count near the top, keep a phone number in view and spell out the guarantee. The losers send paid clicks to a map of towns or a page of kitchen health facts.

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