The Missing Piece on Most Service Business Landing Pages

Unlike everyday purchases like bread or Netflix, some services are only needed once or twice in a lifetime. A few examples:

• Home repairs (masonry, roofing, plumbing). Or, in my particular case a broken seal somewhere that's making my bathroom stink like an outhouse.
• Legal services (immigration, estate planning, business contracts).
• Medical specialists (physical therapy, addiction counselling, cosmetic surgery).

Contracting for these services is stressful because we don't do it every day.

People click on ads for plumbers, lawyers and medical specialists on Google but when they get to their sites they don't contact them. That's because people need to be confident about three things before they’ll work with you:

1. That you actually understand what they need.
2. That you're competent.
3. That working with you won’t be a nightmare.

Most landing pages do a little of the first, lean heavily on the second, and completely ignore the third.

That last one—making it clear that working with my clients won’t be a nightmare—is something I’ve been focusing on in my quest to build the best Google Ads landing pages on earth.

The Process Section

I do this through the process section of the page. This section shows visitors how my client will take them from their current (unhappy) situation to the outcome they want.

I've tried different ways of structuring this part of the page. I was never really happy with any of them till I came across a simple three-step framework. It gives potential clients a clear, reassuring path from where they are now to where they want to be.

Here’s how it works:

• Step 1: The action you want the visitor to take (e.g., call you, fill out a form).
• Step 2: A quick overview of what working with you will be like.
• Step 3: The outcome they’re looking for.

It’s probably easier to show than to explain, so here’s a screenshot from a masonry contractor I run Google Ads for.

Why This Works

The headline acknowledges the client's situation. Many homeowners looking for masonry repair just discovered their mortar is failing and causing leaks. They’re stressed. So we call it out directly: No-Stress Masonry.

We also tackle common concerns:

• Reliability: Because many contractors don’t show up.
• Insurance: To preempt the question of liability.

The steps are designed to reassure the visitor and get them to take action:

• Step 1: Tells them exactly what to do, and promises a response.
• Step 2: Addresses common worries about builders.
• Step 3: Paints the picture of a successful outcome.

Writing Your Own Process Section

Most business owners know their trade inside out, but they struggle to see things from their customer’s perspective. This is where ChatGPT can be a great tool for coming up with ideas.

Here’s an actual example of how I used it to brainstorm the process section for a different client: https://chatgpt.com/share/67d2cb70-2e6c-8006-ab7d-8d90bf3f9d55

And here’s what the final version looks like.

I haven't tried to measure if adding a process section improves conversion rate, but I think it's worth adding anyway. It’s a simple tweak, but it can be the difference between a visitor clicking away and actually reaching out.

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