The 10 winners.

The landing pages actually worth stealing from.

Winner #1: opbiohazardwa.com

opbiohazardwa.com/water-damage-remediation

Water Damage Restoration landing page example from opbiohazardwa.com

The search: emergency water clean-up

Sponsored opbiohazardwa.com

24/7 Emergency Services | Seattle's Leading Experts

  1. 1

    What works

    Phone number in the header

    The header shows ‘360-965-8935’ in plain type. A visitor with a flooded floor can call without a scroll.

  2. 2

    What gets in the way

    Headline says damage restoration, no water

    The headline reads ‘Here When You Need’ and ‘Damage Restoration’. A visitor who searched for emergency water clean-up finds no word for water in it.

  3. 3

    What gets in the way

    Hero list says biohazard, hoarding and crime

    A line beside the headline says ‘No Matter Your Biohazard, Hoarding, Or Crime’. A flood victim reads a list that is not about water.

  4. 4

    What works

    Estimate and licence lines

    The page says ‘Free Estimates for all services’ and ‘Licensed, insured and certified’. Both lines answer a worry before the first call.

  5. 5

    What works

    Water damage response in a band

    A band lower down says ‘Emergency Water Damage Response’ and ‘24 Hours a Day, 7 Days a Week’. The band is below the first screen.

What to try

Service words in the headline

Put ‘Water Damage Restoration’ in the headline. Water shows only in a band further down.

See the original page

Winner #2: restore.onestop-restorationfl.com

restore.onestop-restorationfl.com/home

Water Damage Restoration landing page example from restore.onestop-restorationfl.com
  1. 1

    What works

    Call Now button in the header

    A blue ‘Call Now’ button is in the header. A visitor can phone before reading a line.

  2. 2

    What works

    Call button and help button in the hero

    The hero has a blue call button for 24/7 emergency response and a red button to request immediate help. A visitor picks a call or a request.

  3. 3

    What works

    Form says a call comes within 30 minutes

    Under the form title, the line reads ‘contact you within 30 minutes’ to schedule the free assessment. A visitor sees a time before typing.

  4. 4

    What gets in the way

    Form asks for the address twice

    The form has an ‘Address’ search field and a ‘Street Address’ field. A visitor types the same thing twice.

  5. 5

    What works

    Phone number beside the form

    A block says ‘Call Us Directly’ and shows +1 689-202-3698. A visitor who will not type has another way in.

What to try

A number in the arrival tag

The hero tag says ‘Fast Arrival Time’ with no number. Add a number of minutes to it.

See the original page

Winner #3: restorationoperators.com

restorationoperators.com/water-damage-restoration

Water Damage Restoration landing page example from restorationoperators.com
  1. 1

    What works

    Call now button in the header

    A ‘Call now’ button is in the header. A visitor can phone before reading a line.

  2. 2

    What gets in the way

    Six lines before the phone button

    The headline block says ‘Nobody expects to have a Water Damage emergency’ over six lines of text before any phone button.

  3. 3

    What works

    Response time and insurance by the headline

    Beside the headline the page says ‘45 minute first response’ and ‘We work with your insurance’. Both answer a first question a caller has.

  4. 4

    What works

    Phone button on each service block

    Blocks for ‘Flood Damage Cleanup’ and ‘Burst Pipe Cleanup’ each have a phone button. A visitor can call from the service that fits.

  5. 5

    What works

    FAQ answers the insurance question

    The FAQ asks ‘Do insurance companies cover water damage restoration service?’ A worried owner finds the money answer on the page.

What to try

Arrival time in the line under the headline

The page shows ‘45 minute first response’ beside the headline. Move it into the support line under the headline.

See the original page

Winner #4: pages.servicemasterrestore.com

pages.servicemasterrestore.com/servicemaster-by-lakota/restoration

Water Damage Restoration landing page example from pages.servicemasterrestore.com

The search: abbott restoration

Sponsored pages.servicemasterrestore.com

Commercial & Residential | 24/7 Emergency Service

  1. 1

    What works

    Phone number and help button in the header

    The header shows ‘(855) 232-4797’ and a ‘GET HELP NOW’ button. A visitor finds the number first.

  2. 2

    What gets in the way

    Hero says ServiceMaster, no water words

    The headline and the line ‘Guiding You From Crisis to Resolution’ have no water words. A visitor with a wet floor must read the menu to find water.

  3. 3

    What gets in the way

    Two different figures for years in business

    Under ‘WHY CHOOSE US?’ the text says ‘With over 70’ years. Further down it says ‘with over 65’ years. A buyer sees two numbers.

  4. 4

    What works

    Three steps to recovery

    A band lists ‘THREE STEPS TO RECOVERY’ with ‘MITIGATION’ first. A visitor sees what happens after the call.

  5. 5

    What gets in the way

    Industries band lists schools and municipal

    ‘INDUSTRIES WE SERVE’ lists ‘SCHOOLS’ and ‘MUNICIPAL’ clients. A homeowner with a wet floor finds a band for other buyers.

What to try

Water words in the hero headline

The headline has ‘SERVICEMASTER’ and a town. Add ‘Water Damage’ to it.

See the original page

Winner #5: restoration1.com

restoration1.com/north-fort-worth

Water Damage Restoration landing page example from restoration1.com

The search: restoration 1 of north fort worth

Sponsored restoration1.com

Restoration 1 of N. Fort Worth

  1. 1

    What gets in the way

    Headline says restoration, no water

    The headline reads ‘Restoration Services in’ and the line below lists Water Damage, Fire Damage and Mold Remediation. The water word is in small type.

  2. 2

    What works

    Two-step request form

    The form says ‘Request Service’ and shows two steps, Enter Details and Choose Service. The first step has two fields.

  3. 3

    What works

    Call line beside the form

    Under the headline the page says ‘In a hurry? Call us:’ with a phone number. A visitor who will not type has a second way in.

  4. 4

    What works

    24 hours and 254 reviews near the form

    The page says ‘Available 24 hours a day, 7 days a week’ and shows 254 reviews at 5.0. A buyer sees time and proof together.

  5. 5

    What works

    Three steps after the request

    A band says ‘Next Steps’ and shows three numbered steps. A visitor sees what follows a request.

What to try

Water words in the headline

Put ‘Water Damage’ in the headline. Water shows only in the small text under it.

See the original page

Winner #6: prcinc.com

prcinc.com/services/water-damage-restoration

Water Damage Restoration landing page example from prcinc.com
  1. 1

    What works

    Call Now link in the header

    A ‘Call Now’ link is in the header. A visitor can ring without a scroll.

  2. 2

    What gets in the way

    Menu has a payment link

    The menu says ‘Make a Payment’. A visitor with a wet floor reads a link for paying a bill.

  3. 3

    What works

    Hero list shows speed and first step

    The list says ‘24/7 emergency water response’ and ‘Call for a free visual inspection’. A visitor sees the speed and the first step.

  4. 4

    What works

    Emergency block with a 90 minute response

    A block says ‘24/7 Service - 90 Minute Response’ and shows 855-457-9669. The time is a number a caller can check.

  5. 5

    What works

    Insurance has its own section

    A section says ‘Working Directly With Your Insurance Company’. The hero list has an insurance line too, so a buyer reads it twice.

What to try

Response time in the hero

The response time is in a block lower down. Put ‘24/7 Service - 90 Minute Response’ beside the headline.

See the original page

Winner #7: pittsburgh.pauldavis.com

pittsburgh.pauldavis.com/residential/water-damage

Water Damage Restoration landing page example from pittsburgh.pauldavis.com

The search: water damage pittsburgh

Sponsored pittsburgh.pauldavis.com

Water Damage Restoration

  1. 1

    What works

    Phone number in the top bar

    The top bar shows ‘GET HELP’ and 412-489-4970 in red. A visitor finds the number first.

  2. 2

    What gets in the way

    Hero says property restoration, no water

    The hero headline reads ‘Property’, ‘Restoration’ and ‘Experts’ over a photo of four team members. The headline has no word for water.

  3. 3

    What works

    Headline has the service and the place

    The headline reads ‘Water Damage Repair Quote From’ and ‘Westmoreland County, PA’. A local visitor sees both at once.

  4. 4

    What works

    24/7 panel in the right column

    A black panel in the right column says ‘24/7 Emergency’ and links to Learn More.

  5. 5

    What gets in the way

    Arrival time is in the middle of a paragraph

    The paragraph has the ‘24-hour Emergency Services’ button and a four hour arrival time. A visitor must read to find it.

What to try

Arrival time near the headline

The four hour arrival time is in the middle of a paragraph. Put it under the headline.

See the original page

Winner #8: reviveprorestoration.com

reviveprorestoration.com/water-damage

Water Damage Restoration landing page example from reviveprorestoration.com
  1. 1

    What works

    Top bar with 24/7 and a number

    A bar at the top says ‘24/7 Emergency Response - (800) 918-5490’. The number shows again by the logo and in the hero.

  2. 2

    What works

    Three trust tags above the headline

    A row says ‘24/7 Emergency’, ‘Licensed & Insured’ and ‘Insurance Billed Directly’. Three worries get an answer before the headline.

  3. 3

    What gets in the way

    Call button splits the number over three lines

    The hero button shows the phone number broken across three lines. A visitor reads it in pieces.

  4. 4

    What works

    A list of what the work includes

    A panel says ‘What's Included’ and lists six items, with direct insurance billing last.

  5. 5

    What works

    City list for local callers

    A band says ‘Water Damage Restoration by City’ and links a page for Los Angeles, Glendale and more.

What to try

Phone number on one line

The hero button breaks the number across three lines. Make the button wide enough for (800) 918-5490 on one line.

See the original page

Winner #9: servicemastermnz.com

servicemastermnz.com/water-damage-restoration

Water Damage Restoration landing page example from servicemastermnz.com
  1. 1

    What gets in the way

    COVID banner above the phone numbers

    The top banner says ‘Learn How ServiceMaster Can Help You With COVID-19 Response’. It puts a different topic above the phone numbers.

  2. 2

    What works

    Four local phone numbers in the header

    The header shows 610.524.8003, 610.353.3240, 610.431.3553 and 610.354.9909, one for each town. A caller picks the nearest office.

  3. 3

    What works

    Headline has the service and the town

    The headline says ‘WATER DAMAGE RESTORATION SERVICES IN’ and ‘EXTON, PA’. A local caller sees both at once.

  4. 4

    What works

    Customer quote beside the first paragraph

    A customer says ‘AMAZING JOB!’ beside the first paragraph. The quote is two words long.

What to try

Phone numbers first on the page

Remove the COVID banner. Show the four phone numbers at the very top of the page.

See the original page

Winner #10: bigbluerestoration.com

bigbluerestoration.com/water-damage-wake-forest-nc

Water Damage Restoration landing page example from bigbluerestoration.com
  1. 1

    What works

    Phone number and 24 hour line in the header

    The header shows (919) 323-3600 and ‘DAY or NIGHT Emergency Response’. A visitor finds the number first.

  2. 2

    What works

    Hero list has a live person and a time

    The list says ‘Talk to a Live Person 24/7’ and ‘On Our Way in 60 Minutes or Less’. It also says the company bills the insurer directly.

  3. 3

    What works

    Red call button under the list

    A red ‘CALL NOW!’ button ends the list. A visitor acts on the promise at once.

  4. 4

    What works

    Form kept for non-emergency questions

    The form says ‘Get a Consultation’ and ‘For any non-emergency inquiries or questions’. The text sends an emergency to the phone number.

What to try

Arrival time in the headline

The page says ‘On Our Way in 60 Minutes or Less’ in a list. Put it in the headline.

See the original page

What the 10 winners do.

  1. Keep a phone number near the top

    10 of 10

  2. Say 24/7 near the top

    6 of 10

  3. Say the insurer is handled

    5 of 10

  4. Promise an arrival time

    3 of 10

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: servicepros.co

servicepros.co/minnesota-service

Water Damage Restoration landing page example from servicepros.co

The search: servpro rochester mn

Sponsored servicepros.co

Service Pros | Disaster Cleanup Service

  1. 1

    What makes it work

    Phone button in the header

    The header shows a red phone button with (612) 324-1718. A visitor can call at once.

  2. 2

    What makes it work

    Headline asks the visitor a question

    The headline asks ‘Water damage?’ and the next lines say ‘Minnesota's Fastest Response’ and ‘Free Inspections On All Water Damage Restoration Projects’.

  3. 3

    What makes it work

    Why choose us list ends in a number

    The list says ‘60 MINUTE RAPID RESPONSE’ and ‘WE WORK WITH YOUR INSURANCE’, then ‘CALL NOW (612) 324-1718’.

  4. 4

    What it gets wrong

    Five identical Get Started buttons

    Each service tile has the same ‘Get Started’ button. A visitor with water damage must pick a tile first.

  5. 5

    What makes it work

    Insurer logos under the insurance text

    A row shows logos for Allstate, Farmers, USAA, Nationwide and Chubb under the insurance text.

What to try

One button for water damage

A visitor who searched servpro rochester mn sees five equal buttons. Make the water damage button the largest.

See the original page

Wildcard #2: drybasement.com

drybasement.com/basement-waterproofing

Water Damage Restoration landing page example from drybasement.com

The search: leaking basement fix

Sponsored drybasement.com

Kansas Basement Waterproofing | Contact Us For A Free Estimate

  1. 1

    What makes it work

    Phone number in the header

    The header shows 816-290-7193 beside a Contact button. A visitor can call from the first screen.

  2. 2

    What it gets wrong

    Headline says moisture control, no basement

    The headline reads ‘Expert Moisture Control In’. A visitor who searched leaking basement fix sees the word basement only in the small label above it.

  3. 3

    What makes it work

    Button matches the ad offer

    One button says ‘CONTACT US FOR A FREE ESTIMATE’, the same words as the ad.

  4. 4

    What makes it work

    Section on why water is in the basement

    A section asks ‘WHY IS WATER IN YOUR BASEMENT’ and lists mold, rot and humidity. A worried owner reads the cause.

  5. 5

    What makes it work

    Signs list ends with a call prompt

    A list titled ‘Signs You Need Waterproofing’ ends with ‘SEE THIS IN YOUR HOME? GIVE US A CALL!’

What to try

Basement word in the headline

The headline says ‘Expert Moisture Control In’. Put leaking basement in it to match the search.

See the original page

Wildcard #3: cottongds.com

cottongds.com/disaster-response/winter-restoration

Water Damage Restoration landing page example from cottongds.com

The search: mold restoration companies

Sponsored cottongds.com

Commercial Mold Removal

  1. 1

    What it gets wrong

    Headline is about winter storms

    The visitor searched for mold companies and saw a mold ad. The page headline reads ‘COMMERCIAL WINTER STORM’.

  2. 2

    What makes it work

    Form asks for service type and industry

    The ‘CONTACT AN EXPERT’ form has Service Type and Industry fields. A property manager can say which job it is.

  3. 3

    What it gets wrong

    Phone number appears once, in a paragraph

    The number shows in a paragraph that ends ‘CALL (877) 511-2962’. The header has none.

  4. 4

    What makes it work

    Band lists how the team works

    A band says ‘THE COTTON DIFFERENCE’ and describes crews and equipment staged ahead of the storm.

What to try

Mold ad goes to a mold page

The ad shows mold. The headline shows winter storm. Send this ad to a page with a mold headline.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

2 pages that waste the click.

  1. water damage queens

    Plain service list for a flood search

    A visitor who searched water damage queens sees a search box, a service list and Recent Service Areas. The emergency number is one sentence in the body text.

    • Search boxA search box and a menu of other services fill the left column.
    • Buried phoneThe emergency number is one line in the middle of the body text.
    • Town listA list of town names fills the right side.

  2. flooding basement repair

    Repair page for a flood search

    A visitor who searched flooding basement repair sees ‘Repair and Reconstruction’ and a line about work after cleanup. The page has a button for a free estimate.

    • Wrong stageThe text starts after cleanup and mitigation are complete.
    • No arrival timeThe first screen shows no arrival time.
    • Small phoneThe phone number is in a small bar at the top.

What we learned.

  1. Put an arrival time up top

    Restoration Operators says ‘45 minute first response’ and PRC says ‘90 Minute Response’. Big Blue says ‘On Our Way in 60 Minutes or Less’ in the hero list.

  2. Say the insurer is handled

    Big Blue says it bills the insurer directly, and Revive Pro shows ‘Insurance Billed Directly’ in a trust row. PRC has a section called ‘Working Directly With Your Insurance Company’.

  3. Keep a local number near the top

    A caller who types restoration companies near me for a city or zip looks for a local number, and ServiceMaster in Exton shows four, one for each town. Restoration 1 adds ‘In a hurry? Call us:’ beside the form.

The bottom line

The water damage pages here that win calls keep a phone number at the top, say how fast the crew arrives and say the insurer is handled. The losers answer a flood search with a service list or a repair page.

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