The 8 winners.

The landing pages actually worth stealing from.

Winner #1: benjaminfranklinplumbing.com

benjaminfranklinplumbing.com/services/plumbing-repairs

Plumbing landing page example from benjaminfranklinplumbing.com
  1. 1

    What gets in the way

    First screen asks for a zip code

    ‘Find your local plumber and request service.’ has a zip code box below it. A visitor who wants to call has no number in view.

  2. 2

    What works

    Forbes award badge in the first screen

    The badge says ‘Voted Best Plumbers!’ with the Forbes name beside it. A visitor sees an outside source before any claim.

  3. 3

    What works

    Star score right under the headline

    The page shows a 4.82 star score with the review count. A visitor sees the reputation before reading any text.

  4. 4

    What gets in the way

    Phone number first shows inside a paragraph

    The number ‘(844) 719-1607’ is in a body paragraph below the headline. A visitor in a hurry has to read to find it.

  5. 5

    What works

    Price worry answered in a bullet

    The page says ‘No jargon, no hidden fees.’ in a list of reasons. It answers the fear of a surprise bill.

What to try

Phone number in the header

The first screen has a zip code box and no phone number. A call button in the header is a faster way in.

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Winner #2: rootermanla.com

rootermanla.com/ppc/la.html

Plumbing landing page example from rootermanla.com
  1. 1

    What works

    Phone and booking link in the header

    The header has ‘844-444-5855’ and ‘Schedule Online’ beside a $49 badge. A visitor can call or book without scrolling.

  2. 2

    What works

    Three review site scores under the licence line

    Three review sites show a score in the first screen, with ‘4.6 RATING’ among them. A visitor sees proof from sites the company does not run.

  3. 3

    What works

    Headline is a $49 price

    ‘$49 Clogged Drain Cleaning’ has a price in the first words. The page adds ‘First Time Customers Only’, so a visitor knows who the price is for.

  4. 4

    What works

    Coupon section with dollar offers

    ‘Save With Our Coupons’ lists $49 drain cleaning and 10% off for ‘FIRST TIME CUSTOMERS.’ A buyer finds a reason to book now.

  5. 5

    What gets in the way

    Coupon terms in very small type

    The conditions for the coupons are printed a few pixels high. Most buyers cannot read them.

What to try

Move the first time customer offer up

The 10% off for first time customers is near the bottom of the page. A first screen with both offers gives a new buyer two reasons to call.

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Winner #3: mrrooter.com

mrrooter.com/kent-county/geo/wyoming-mi-plumbers

Plumbing landing page example from mrrooter.com

The search: plumbers in cheyenne wy

Sponsored mrrooter.com

Quality Local Plumbers in Wyoming, MI

  1. 1

    What works

    Phone number and Book Online in the header

    The header has ‘(616) 213-3244’ and a Book Online button. A visitor can call or book before reading the headline.

  2. 2

    What gets in the way

    Headline says Wyoming, MI for a Cheyenne search

    The searcher typed ‘plumbers in cheyenne wy’. The headline says ‘Quality Local Plumbers in Wyoming, MI’, a Michigan city.

  3. 3

    What works

    No overtime rates for night calls

    The copy lists 24-hour emergency plumbing with no ‘overtime rates’. A buyer with a burst pipe at night knows the price will not jump.

  4. 4

    What gets in the way

    Form asks for six details

    The form has fields for name, email, phone, street address and ZIP code before ‘Submit and Continue’. A visitor in a hurry may call instead.

  5. 5

    What works

    Fair price claims in a short list

    The list says ‘We offer flat-rate, honest pricing.’ and shows on-time arrival. A buyer worried about a surprise bill finds an answer.

What to try

Match the headline to the town searched

The searcher typed Cheyenne WY and the headline reads Wyoming, MI. A visitor sees the right town only when the headline uses it.

See the original page

Winner #4: services.benjaminfranklinplumbing.com

services.benjaminfranklinplumbing.com/silver-spring/lpai/bethesda/benjamin-franklin-plumbing/plumbing-installation

Plumbing landing page example from services.benjaminfranklinplumbing.com

The search: bethesda plumber

Sponsored services.benjaminfranklinplumbing.com

Bethesda Plumbing Install - There Are No After-Hour Fees

  1. 1

    What works

    Phone number in the header

    The header has ‘301-867-5932’ above a call label. A visitor can call at once.

  2. 2

    What gets in the way

    Ad fee promise is missing from the first screen

    The ad offers no after-hour fees. The first screen reads ‘Serving Bethesda and Surrounding Areas’ and has no word about fees.

  3. 3

    What works

    Section title repeats the ad's install offer

    ‘Plumbing Installation Bethesda’ uses the words of the ad ‘Bethesda Plumbing Install’. A visitor who clicked for an install sees them at once.

  4. 4

    What works

    Review count above a second phone number

    ‘Over 300 5-Star Reviews’ is in a box with ‘301-867-5932’ below it. A visitor reads the proof right before the call.

  5. 5

    What works

    Late arrival pays the customer

    ‘For every minute we're late, we pay YOU!*’ is a promise a buyer can test. The star points to terms in the footer.

What to try

Show the late arrival promise in the first screen

The promise is far below the first screen. In the hero it would show a buyer why this company is safe to book.

See the original page

Winner #5: onetocall.com

onetocall.com/service-area/plumbing/tacoma-wa

Plumbing landing page example from onetocall.com
  1. 1

    What works

    Call button and phone number in the header

    ‘Call Today’ and a phone number are in the header. A visitor can ring without scrolling.

  2. 2

    What works

    Headline shows the service and the town

    ‘TOP-RATED PLUMBING SERVICES IN TACOMA, WA’ shows what the company does and where. A visitor in Tacoma knows the page is for them.

  3. 3

    What gets in the way

    Chat bubble covers a form field

    The ‘Hello. How can I help you?’ bubble overlaps the email field of the form. A visitor typing the email may have to close it.

  4. 4

    What works

    No emergency fees badge over a photo

    The badge says ‘NO EMERGENCY FEES - EVER’ on a photo of a homeowner shaking hands with a technician. The badge is aimed at the fear of an after-hours bill.

  5. 5

    What works

    $50 coupon below the form

    The coupon says ‘$50 OFF’ on ‘Any Service’ with a REDEEM OFFER button. A price offer is easy to find on the right.

What to try

Move the chat bubble off the form

The bubble covers a form field in the first screen. A bubble in the bottom corner leaves the form clear.

See the original page

Winner #6: zoomdrain.com

zoomdrain.com/omaha/lpai/omaha/zoom-drain/drain-plumber

Plumbing landing page example from zoomdrain.com

The search: plumbers in omaha

Sponsored zoomdrain.com

Omaha Drain Plumber - Zoom Drain

  1. 1

    What gets in the way

    Chat panel covers the right side of the hero

    The panel lists ‘Call Me’ and ‘Email Us’ over the hero image. It covers the end of the second line of the hero text.

  2. 2

    What works

    Headline shows the problem and the speed

    The headline says ‘We Fix Drain & Sewer Problems Fast’ under ‘Zoom Drain of Omaha’. A visitor sees the same town as the search.

  3. 3

    What works

    Phone number in bold type in the first text

    ‘Call us at (402) 923-8377’ is in bold type in the first text block. The header has only a phone icon, so the text is where the number shows.

  4. 4

    What works

    Special offer is for commercial customers

    The offers block says ‘$100 credit for commercial customers’. A homeowner reading it may think the offer is not for them.

  5. 5

    What works

    Pricing worry answered in a short block

    The block says ‘Transparent Pricing’ and ‘no hidden fees’. It answers the fear of a surprise bill.

What to try

Shrink the chat panel on load

The panel covers the end of the headline. A small tab shows the full headline and the Contact Us button.

See the original page

Winner #7: rotorooter.com

rotorooter.com/newcastlein

Plumbing landing page example from rotorooter.com
  1. 1

    What works

    Schedule and call buttons in the header

    The header has a Schedule button and a call button with ‘765-787-0878’. A visitor can pick either way in without scrolling.

  2. 2

    What works

    Phone number is the largest text in the hero

    ‘Open & Available:’ is above ‘765-787-0878’, which is set larger than the headline. A visitor who wants a plumber today finds the number first.

  3. 3

    What gets in the way

    Small print under the button on terms

    Tiny type under the button says ‘guarantees may vary by location’. A buyer reads that the offers above may not apply.

  4. 4

    What works

    Coupon band with a $20 offer

    ‘Save $20 on Any Plumbing Service’ has a View Coupons button next to it. A dollar offer is a reason to book.

  5. 5

    What gets in the way

    Review score rests on only 2 reviews

    ‘Rated 5.0 out of 2 reviews’ is the whole proof for this location. A buyer sees a perfect score from very few reviewers.

What to try

Put a review score next to the phone number

The only review proof is far down the page. A score in the first screen would back the call.

See the original page

Winner #8: askgem.com

askgem.com/ppc/services

Plumbing landing page example from askgem.com
  1. 1

    What works

    Rating bar above the header

    ‘4.7 Stars, Over 1,500 Reviews’ is the first line on the page. A visitor sees the proof before the headline.

  2. 2

    What works

    Phone, chat and schedule buttons in the header

    The header has ‘(833) 222-2953’, CHAT and SCHEDULE TODAY. A visitor can choose how to reach the company.

  3. 3

    What works

    Form with a human check beside the headline

    ‘Contact Us Today!’ has name, email, phone and ZIP fields plus a ‘Verify you are human’ box. A visitor must pass the check before Submit.

  4. 4

    What gets in the way

    Headline lists HVAC first and plumbing second

    ‘HVAC, Plumbing, Drain’ starts the headline. A buyer with a leaking pipe has to read past HVAC to find the word.

  5. 5

    What works

    Customer review right below the first screen

    A review from ‘Rebekah, Rhode Island’ praises the technicians for speed and price. A buyer reads a customer before any company claim.

What to try

Put the main trade first in the headline

The headline lists HVAC first. A plumbing page that starts with plumbing shows a buyer with a leak that the page is for them.

See the original page

What the 8 winners do.

  1. Keep a phone number in the header

    8 of 8

  2. Show a review score in the first screen

    6 of 8

  3. Put a dollar offer on the page

    5 of 8

  4. Say the town in the headline

    4 of 8

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: rooterplus.com

rooterplus.com/plumbing-services/emergency-plumber

Plumbing landing page example from rooterplus.com

The search: 24 hour plumber atlanta ga

Sponsored rooterplus.com

24/7 Emergency Plumbing Service | Atlanta Emergency Plumber

  1. 1

    What makes it work

    Google rating bar above the header

    The top bar says ‘4.7 Rating - 8,606 Google Reviews’. The count shows a long record.

  2. 2

    What makes it work

    Phone, schedule and financing buttons in the header

    The header has ‘770-888-1931’, Schedule Service and Financing buttons. A visitor can call, book or ask about payment.

  3. 3

    What it gets wrong

    Form asks for seven details

    ‘Book Service Now’ is a form with name, email, phone, street address, ZIP code, city and a message. A visitor in an emergency may call instead.

  4. 4

    What makes it work

    Headline repeats the words of the ad

    The headline says ‘24/7 Emergency Plumbing in Atlanta’, with the same 24/7, emergency and Atlanta words as the ad.

  5. 5

    What makes it work

    Three reasons in short icon lines

    ‘Skilled, Licensed Plumbers’, ‘Always Available’ and ‘Well-Stocked Trucks’ each have an icon and no extra text. A buyer reads all three in seconds.

What to try

Cut the form to name, phone and problem

The form has seven fields in the first screen. A shorter form is easier to send for a visitor in a hurry.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

3 pages that waste the click.

  1. plumbers in chapel hill nc

    Headline lists other places than the one searched

    A homeowner who searched for Chapel Hill sees ‘Best Plumbers in Fayetteville and Triangle’ and two area phone numbers in the header.

    • Wrong placeThe headline lists Fayetteville and the Triangle for a Chapel Hill search.
    • Two numbersThe header has a number for each area, so a visitor must pick one.
    • Captcha formThe form ends with a CAPTCHA step before ‘SEND REQUEST’.

  2. drainage service

    Video and long text fill the first screens

    A visitor who searched for drainage service sees a title, a paragraph and a case study video before any offer or price.

    • No offerThe first screen has a title and no price or offer.
    • Video firstA case study video fills the space where an offer could go.
    • Long copyThe text below the video is a long article about drain cleaning products.

  3. nationwide plumber

    Local page for a nationwide search

    A visitor who searched for a nationwide plumber reaches a page for one Illinois town, with two phone numbers and a ten item menu.

    • Wrong placeThe headline says ‘Plumber in Spring Grove, IL’ for a nationwide search.
    • Two numbersThe top of the page has two phone numbers with different area codes.
    • Long menuThe menu has ten links above the headline.

What we learned.

  1. Put a dollar figure in the offer

    Rooter Man prints ‘$49 Clogged Drain Cleaning’ in its headline. Roto-Rooter shows ‘Save $20 on Any Plumbing Service’ in a coupon band.

  2. Answer the fee fear in the first screen

    One To Call puts ‘NO EMERGENCY FEES - EVER’ on its hero photo. Mr. Rooter says ‘any overtime rates’ do not apply to 24-hour calls.

  3. Match the town in the page structure

    Zoom Drain puts Omaha in its headline and its opening paragraph. Benjamin Franklin puts Bethesda in the hero and in the section title.

The bottom line

The plumbing pages here that win leads keep a phone number in the header, show a review score and put a dollar offer on the page. The losers send a search to another town, a video or a long menu.

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