The 9 winners.

The landing pages actually worth stealing from.

Winner #1: go.nexgreen.com

go.nexgreen.com/pc/pest-control

Pest Control landing page example from go.nexgreen.com

The search: pest control

  1. 1

    What works

    Safety headline with the price under it

    The headline is about pets and loved ones. ‘First Treatment Just $49.95’ is right under it, so a worried owner sees the price at once.

  2. 2

    What works

    Savings figure beside the price

    ‘That's up to a $144 value’ is printed under the $49.95 offer. The gap makes a low first price look like a real discount.

  3. 3

    What works

    Three trust points in one row

    A row under the offer says ‘Free re-treatment if you're not 100% happy’ and has two more promises beside it. A buyer reads three answers without scrolling.

  4. 4

    What gets in the way

    Three of eight pest cards are lawn pests

    The cards list ‘Sod Web Worms’, ‘Armyworms’ and ‘Grubs’ among eight pests. A visitor with roaches reads past turf pests to find the right card.

  5. 5

    What works

    Offer and phone number repeat at the bottom

    The page ends with ‘First Treatment Just $49.95’ and the phone number again. A visitor who read to the end does not scroll back up.

What to try

Put a price under the headline

NexGreen puts ‘First Treatment Just $49.95’ under its headline. Add your lowest first visit price in the same place.

See the original page

Winner #2: drakepest.com

drakepest.com/pest-control

Pest Control landing page example from drakepest.com

The search: pest control

  1. 1

    What gets in the way

    Menu lists other services above the headline

    The menu has ‘Termite Control’, ‘Wildlife Management’ and ‘Irrigation Services’ above a pest control headline. Each link is a way out of the page.

  2. 2

    What works

    Money back promise in the subhead

    The line under the headline ends with ‘and keeps them from coming back, or your money back’. The refund is in the first sentence a buyer reads.

  3. 3

    What works

    Dollar offer for the first visit

    ‘$75 Off!’ applies to the initial service, and the copy calls it a limited-time offer. A buyer sees a dollar amount for a first visit.

  4. 4

    What gets in the way

    Service details list steps and no price

    The details list interior, exterior and garage steps. The only dollar figure on the page is the $75 offer, so a buyer cannot see what the service costs.

  5. 5

    What works

    Refund terms written out in full

    A band near the middle says ‘Money Back Guarantee’ and explains a 100% refund after 30 days. The promise in the subhead now has terms.

What to try

Put the refund in the first sentence

Drake ends its subhead with ‘or your money back’. Put your own guarantee in your first sentence.

See the original page

Winner #3: pest.terminixpros.com

pest.terminixpros.com/termites-2

Pest Control landing page example from pest.terminixpros.com

The search: termite control

  1. 1

    What gets in the way

    Banner offer says pest on a termite page

    The banner says ‘Urgent Pest Problem? Call for $50 Off’ above a termite headline. A buyer may think the $50 does not apply to termite work.

  2. 2

    What works

    One field form with an estimate button

    The form has one ZIP code field and a ‘Get Your Estimate’ button. One field is the smallest first step a buyer can take.

  3. 3

    What works

    Customer reviews right under the hero

    Three reviews follow the hero. One is titled ‘Kept All The Bugs Away’, which says the treatment worked.

  4. 4

    What gets in the way

    Termite photo section before the form returns

    ‘Types of Termites’ has a row of photos before the form comes back. A buyer who knows he has termites scrolls past a lesson.

  5. 5

    What works

    Re-treatment promise in its own section

    A section says the guarantee means that ‘if pests come back’ the company re-treats at no additional cost. It answers the fear that termites return.

What to try

Make the first form one field

Terminix Pros asks for a ZIP code and shows a ‘Get Your Estimate’ button. Cut your first form to the one field you need.

See the original page

Winner #4: lp.palmettoexterminators.net

lp.palmettoexterminators.net/termite-control-charlotte-nc

Pest Control landing page example from lp.palmettoexterminators.net

The search: termite control

  1. 1

    What works

    Headline about the damage termites do

    The headline is about stopping termites before they destroy your home. ‘Protect Your Investment Today’ is under it. The page starts with what waiting costs.

  2. 2

    What gets in the way

    Form asks how the buyer heard of the company

    The form has ‘Are You a Current Customer?’ and ‘How Did You Hear About Us?’ A buyer in a hurry answers questions that are about the company.

  3. 3

    What gets in the way

    Long copy block beside the form

    About twelve lines of copy run beside the form, with bullets such as ‘Comprehensive termite inspections to detect hidden activity’. The offer comes after them.

  4. 4

    What works

    Dollar offer and warranty in one coupon

    A coupon reads ‘$100 Off Termite’ and ‘$250,000 Warranty’ for new service. Two figures are a reason to act.

  5. 5

    What works

    Warranty terms in their own section

    ‘A Warranty You Can Trust’ explains two plans, and one covers up to $250,000 in repair and retreatment. The figure in the coupon now has terms.

What to try

Print the warranty figure in the offer

Palmetto joins ‘$100 Off Termite’ with a ‘$250,000 Warranty’ in one coupon. Put your biggest figure next to your offer.

See the original page

Winner #5: orkin.com

orkin.com/new-service/pests-rodents

Pest Control landing page example from orkin.com

The search: rodent control

  1. 1

    What works

    Same day cutoff with the phone number below

    The headline is ‘CALL BEFORE NOON’ for same day service, and the phone number is right under it. A buyer sees a clear cutoff and a number to call.

  2. 2

    What gets in the way

    Service type field lists pest and mosquito

    The form's ‘SERVICE TYPE’ field already shows Pest and/or Mosquito Control. A rodent buyer sees a general option on a rodent page.

  3. 3

    What gets in the way

    Guarantee is in a small block at mid page

    A small block says ‘30-Day Money Back Guarantee’. It is far below the headline and easy to miss.

  4. 4

    What works

    Five steps for what happens after the call

    The process grid lists Inspect, Diagnose, Protect, Monitor and Report. A buyer sees the whole visit before booking.

  5. 5

    What gets in the way

    Page ends on questions and no button

    The last block is ‘Frequently Asked’ questions about rats and costs. No quote button follows it.

What to try

Put a cutoff time in the headline

Orkin says ‘CALL BEFORE NOON’ and puts the phone number under it. Add your own cutoff time and number above the fold.

See the original page

Winner #6: modernpest.com

modernpest.com/residential-pest-control/rodent-control

Pest Control landing page example from modernpest.com

The search: rodent control

  1. 1

    What works

    Rating and review count in the top bar

    The top bar says ‘Your Neighbors' Top Choice’ with a 4.7 rating and a review count. A buyer sees a score before reading the page.

  2. 2

    What gets in the way

    Menu has six links above the form

    A menu with six links and a pest portal link is above the headline. Each one leads away from the quote form.

  3. 3

    What works

    Form title names the rodent service

    The form title says ‘SMART Rodent’ protection. A branded name is a reason to pick this company over a plain rodent service.

  4. 4

    What gets in the way

    Form has seven fields and two consent texts

    The form has name, email, phone, street, ZIP, pest and call time fields, then two consent paragraphs. A buyer with rats in the attic has a long form to finish.

  5. 5

    What works

    Headline says Rodent Control Services

    The headline is Rodent Control Services and the line under it starts ‘Professional Rodent Control’. The page repeats the words a rodent buyer searched.

What to try

Give the treatment a name in the form title

Modern Pest titles its form with ‘SMART Rodent’ protection. Name your treatment in your form title.

See the original page

Winner #7: spidexx.com

spidexx.com/services/specialty-pest-control

Pest Control landing page example from spidexx.com

The search: specialty pest control

  1. 1

    What works

    Two uniformed technicians beside the headline

    The photo shows two uniformed technicians at a house wall. A buyer sees who would come to the door.

  2. 2

    What gets in the way

    Headline is the service name

    The headline is ‘Specialty Pest Control’ and the first screen has no price or offer. A buyer learns the service type and little else.

  3. 3

    What works

    Warranty section with terms

    ‘What Our Warranty Means for You’ says the company returns at no additional charge if pests come back between visits. The promise has terms.

  4. 4

    What works

    Online plan and price in seconds

    A band offers plan options in seconds with an instant estimate and online checkout. A buyer can get a price without a call.

  5. 5

    What gets in the way

    Eight pest cards with Learn More links

    Under pests such as ‘Beetles’ and ‘Wasps’ is a ‘Learn More’ link to pest facts. A buyer who is ready to book finds no booking button in this block.

What to try

Write the warranty out with its terms

Spidexx has a section called ‘What Our Warranty Means for You’. Write your guarantee out with its terms.

See the original page

Winner #8: terminix.com

terminix.com/pest-control

Pest Control landing page example from terminix.com

The search: pest control

  1. 1

    What gets in the way

    Cart and account icons in the header

    The header has call, cart and account icons and a ‘My Branch’ selector. A buyer from an ad sees a store.

  2. 2

    What works

    Technician photo with a plan button

    The hero has a technician with a spray wand and a ‘Choose Your Plan’ button. A buyer sees a person and the next step.

  3. 3

    What works

    Review count right under the hero

    A strip under the hero says ‘Based on 89k verified reviews’ with a 4.5 score. The count is large enough to trust before reading.

  4. 4

    What works

    Dollar offer with a code

    A band says ‘SAVE $50 ON PEST CONTROL’ and ‘Use code SAVE50 at checkout’. A code is something a buyer can say on a call.

  5. 5

    What gets in the way

    Plan cards show no price

    Each of the three plan cards ends in ‘See Pricing’ and shows no price. A buyer has to click to learn the cost.

What to try

Add a code to your offer

Terminix prints ‘Use code SAVE50 at checkout’ under a $50 offer. Add a short code to yours so a caller has a word to say.

See the original page

Winner #9: redinational.com

redinational.com/commercial-pest-control

Pest Control landing page example from redinational.com

The search: commercial pest control

  1. 1

    What gets in the way

    Menu has bed bug and termite links

    The menu lists ‘Bed Bug Treatment’ and ‘Termite Control’ on a page for commercial buyers. A facility manager can click away to a home service.

  2. 2

    What works

    Business headline with a deadline and guarantee

    The hero offers free inspections, same day service before 3 p.m. and a 100% Pest-Free Assurance. A business buyer sees a deadline and a guarantee.

  3. 3

    What works

    Four reasons written for a business

    The list has ‘Flexible Scheduling Options - Including After Hours’ and ‘Assistance With Department Of Health Documentation’. A manager sees needs a home buyer does not have.

  4. 4

    What works

    Named clients in Seattle

    The page names ‘Microsoft’, Virginia Mason Hospital and the University of Washington as clients. A business manager can check proof like this.

  5. 5

    What gets in the way

    Seasonal schedule is written for homes

    Under ‘Our Seasonal Pest Treatment Schedule’, Summer says ‘protect your home’. A business manager reads copy written for houses.

What to try

Name two real clients

Redi National lists ‘Microsoft’ and the University of Washington as clients. Name two real clients on your page.

See the original page

What the 9 winners do.

  1. Print a guarantee on the page

    9 of 9

  2. Keep a phone number in the first screen

    7 of 9

  3. Show a real technician photo

    6 of 9

  4. Put a dollar offer in the first screen

    4 of 9

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: go.pestarrest.com

go.pestarrest.com/pest-control-Newbury-Park

Pest Control landing page example from go.pestarrest.com

The search: pest control newbury park

  1. 1

    What makes it work

    Family and town in the top bar

    The top bar says ‘Family Owned Since 1992’ and ‘Serving Newbury Park’ next to a call button. The town is named before the headline.

  2. 2

    What it gets wrong

    Headline runs six lines

    The headline runs six lines before the offer button. A buyer who scans has a paragraph to read first.

  3. 3

    What makes it work

    Offer is the button label

    The button reads ‘Free Inspection & $97 Off Your First Service’. A buyer sees the dollar amount on the thing to click.

  4. 4

    What makes it work

    Google rating with three named reviewers

    A ‘Google Reviews’ panel shows 4.8 stars and the names Don Iwanaga, Steven Dickins and Olga Lucero. A stranger can look up named neighbors.

  5. 5

    What it gets wrong

    Two text columns with no button

    Two columns under ‘Here's What Most Homeowners Are Really’ run more than ten lines each with no button. A buyer who wants to book scrolls past them.

What to try

Put the dollar amount on the button

Pest Arrest labels its button ‘Free Inspection & $97 Off Your First Service’. Put your offer on your own button.

See the original page

Wildcard #2: pest.pestdetective.com

pest.pestdetective.com/fraser-valley-20251736376391230

Pest Control landing page example from pest.pestdetective.com

The search: pest control fraser valley

  1. 1

    What makes it work

    Named service card in the hero

    The hero card names an ‘Exterior Perimeter’ treatment and says ‘2 Visits’. A buyer sees a packaged service with a visit count.

  2. 2

    What makes it work

    Headline and question name two towns

    The headline is Fraser Valley Pest Control and the line below asks ‘Pest Problems in Abbotsford or Chilliwack’. A local buyer sees the town first.

  3. 3

    What makes it work

    Four trust cards under the hero

    Four yellow cards say ‘Fast and Local’, licensed technicians, experience and a start year. A buyer reads four reasons in one row.

  4. 4

    What makes it work

    Form starts with one question

    ‘Get Your Free Pest Control Quote in Minutes’ is followed by one dropdown and a Continue button. The first step is one click.

  5. 5

    What it gets wrong

    Fraser Valley page ends on Calgary

    The last paragraph says ‘pest control services in Calgary’ on a page for Fraser Valley. A local buyer reads a town that is not theirs.

What to try

Ask one question in the first form

Pest Detective asks only for the pest problem, then shows a Continue button. Start your form with one question.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

4 pages that waste the click.

  1. pest control

    Page is a company name change notice

    A homeowner who searched for pest control reads that one company joined another. The headline and copy are about the change.

    • Wrong topicThe headline and both text blocks are about a company change.
    • Exit buttons‘Explore Pest Services’, ‘Explore Lawn Services’ and ‘Explore Termite Services’ send the visitor to other pages.
    • Full menuA menu with five dropdown links is above the headline.

  2. pest control exterminators

    Blog post layout for a service search

    The page is a blog post with a ‘Recent Posts’ list on the left and a long text block. A buyer who wants a quote finds a reading page.

    • Blog listThe left column lists six blog posts with dates.
    • Company talkThe main text has three paragraphs headed ‘Experience’, ‘Quality’ and ‘Integrity’. They describe the company.
    • Mixed servicesThe service list has ‘MOLD REMEDIATION’ and ‘WATERPROOFING’ with pest control, so the page covers more than one job.

  3. pest control

    A long contact form is the whole page

    A buyer who searched for pest control lands on a ‘CONTACT US’ headline and a form. The form has fields for name, phone, email and a full address.

    • Long formThe form has more than ten fields, including two address lines and a country picker.
    • Contact method‘Preferred Method of Contact’ is required before the buyer can send.
    • Pest listA long list of pests must be ticked before the message box.

  4. exterminator

    Headline is termite tenting for an exterminator search

    A buyer who searched for exterminator sees ‘TERMITE TENTING’ as the main words. The pest list comes lower, at ‘Pest Removal Services’.

    • Fumigation firstThe first words say ‘TERMITE TENTING’ and the top menu says ‘FUMIGATION’.
    • Seven menu linksThe menu has seven links, including ‘COMMERCIAL’ and ‘LOCATIONS’.
    • Small print barThe top bar line is ‘Ask About Our 2 Year Guarantee’, with no terms on the line.

What we learned.

  1. Print a guarantee with its terms

    Drake writes out a 30 day refund and Palmetto prints a $250,000 warranty with two plans. Terminix Pros says that if pests come back it re-treats at no additional cost.

  2. Match the page to the search

    Orkin builds a page for rodents and Modern Pest titles its page Rodent Control Services. Both match the keywords a buyer typed.

  3. Put faces and clients on the page

    Spidexx and Terminix show uniformed technicians at work. Redi National names Microsoft and the University of Washington, so a business buyer sees other companies that hired it.

The bottom line

The pest control pages here that win leads print a guarantee, keep a phone number in the first screen and show the experts who do the work. The losers send paid clicks to a name change notice, a blog post, a long form or a termite tenting page.

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