Your exterior services business depends on turning website visitors into paying customers. However, the reality is that most landing pages fail to convert. The average landing page conversion rate across industries hovers around 2.35%, yet the top-performing pages achieve rates of 11.45% or higher.
What separates the winners from the losers? It’s not luck—it’s strategy. Your landing page serves as your digital storefront, and just like your physical workspace, it needs to be organized, professional, and designed to guide visitors toward one clear action.
For exterior services businesses—whether you’re offering roofing, landscaping, painting, or pressure washing—your landing page is often the first impression potential customers have of your business. Make it count. This guide will show you exactly how to build landing pages that don’t just look good, but convert visitors into leads and customers.
Know Your Customer Inside and Out
Before you write a single word or choose a color scheme, you need to understand who you’re talking to. Your ideal customer isn’t just “anyone who needs exterior work done.” They’re specific people with specific problems, concerns, and motivations.
Start by asking yourself these questions: What keeps your customers awake at night? Are they worried about their roof leaking during the next storm? Concerned about their home’s curb appeal affecting its value? Frustrated by a deck that’s too damaged to use safely?
Your landing page messaging must speak directly to these pain points. When a homeowner searches for “emergency roof repair” at 2 AM during a storm, they don’t want to read generic content about your company history. They want immediate reassurance that you can solve their urgent problem.
Create customer personas based on your best clients. Consider demographics, but focus more on psychographics—their fears, desires, and decision-making processes. A busy executive hiring a landscaping company cares about different things than a retiree planning a deck renovation. Tailor your message accordingly.
Essential Elements That Drive Conversions 
Craft Headlines That Grab Attention Instantly
Your headline is your make-or-break moment. Visitors decide within seconds whether to stay or leave, and your headline carries most of that weight. Skip the clever wordplay and focus on clear benefits.
Instead of “Beautiful Exterior Solutions,” try “Get Your Roof Repaired in 24 Hours—Guaranteed.” The second headline tells visitors exactly what they’ll get and when they’ll get it.
Your headline should pass the “so what?” test. If someone reads it and thinks “so what?” you need to be more specific about the benefit you’re providing.
Communicate Your Value Proposition Clearly
What makes your exterior services business different from the dozens of competitors in your area? Your value proposition answers this question in one clear sentence.
Maybe you’re the only roofer in town who offers same-day emergency repairs. Perhaps your landscaping company specializes in drought-resistant designs that save homeowners money on water bills. Whatever your unique advantage is, make it the focal point of your landing page.
Your value proposition should be visible above the fold and supported by everything else on the page. Don’t make visitors hunt for why they should choose you over your competition.
Use High-Quality Visuals That Build Confidence
Your work speaks louder than your words ever could. High-quality before-and-after photos, time-lapse videos of your team in action, and close-up shots of your craftsmanship build trust faster than any testimonial.
But here’s what most exterior services businesses get wrong: they use generic stock photos or low-quality smartphone snapshots. Invest in professional photography. Your visuals need to reflect the quality of work customers can expect from you.
Show your team in action wearing clean uniforms and using professional equipment. Display your completed projects from multiple angles. If you offer emergency services, include photos of your trucks and equipment ready to respond at a moment’s notice.
Create Call-to-Actions That Work
Your call-to-action (CTA) button is where conversions happen or die. “Contact Us” is not a call-to-action—it’s a weak suggestion. Your CTA should tell visitors exactly what will happen when they click.
Try “Get Your Free Estimate in 24 Hours” or “Schedule Your Emergency Repair Now.” Be specific about the next step and the timeline. If you offer free consultations, estimates, or inspections, lead with that benefit.
Use contrasting colors that make your CTA button impossible to miss. Test different button colors, sizes, and placements to see what works best for your audience.
Build Trust With Social Proof
Homeowners hiring exterior services contractors worry about getting scammed, overcharged, or receiving poor-quality work. Your landing page must address these concerns head-on with trust signals.
Include customer testimonials that mention specific results: “Mike’s team replaced our entire roof in two days and came in $3,000 under budget.” Use real names and photos when possible. Video testimonials carry even more weight.
Display your licensing information, insurance details, and any industry certifications prominently. Show off awards, Better Business Bureau ratings, and professional association memberships. These credentials reassure visitors that you’re legitimate and qualified.
Design for Results, Not Just Beauty 
Clean, uncluttered design wins over flashy graphics every time. Your visitors came to solve a problem, not admire your web designer’s creativity. Every element on your page should guide them toward your conversion goal.
Use plenty of white space to help important elements stand out. Create a clear visual hierarchy that guides the eye from your headline to your value proposition to your CTA button. Remove anything that doesn’t directly support your conversion goal.
Mobile optimization isn’t optional—it’s essential. More than half of your traffic likely comes from mobile devices, and Google prioritizes mobile-friendly sites in search results. Test your landing page on multiple devices and screen sizes to ensure it looks and functions perfectly everywhere.
Optimize Your Forms for Maximum Conversions
Your lead capture form is the final hurdle between visitors and conversions. Make it as easy as possible to complete. Each additional form field you add reduces your conversion rate, so only ask for information you need.
For most exterior services businesses, a name, phone number, email address, and brief description of the project are sufficient for initial lead capture. You can gather additional details during your consultation or estimate appointment.
Use clear, descriptive labels for each field. Instead of “Name,” try “Your Name” or “Full Name.” Replace generic labels like “Comments” with specific prompts like “Tell us about your project” or “Describe the problem you’re experiencing.”
Consider offering multiple ways to get in touch. Some people prefer phone calls, others like email, and many want to text. Accommodate different communication preferences to maximize your leads.
Test Your Way to Better Results
The most successful landing pages are never finished—they’re constantly being improved through testing. A/B testing allows you to compare different versions of your page to see which elements drive more conversions.
Start by testing your headline, since it has the biggest impact on performance. Try different approaches: benefit-focused versus problem-focused, specific versus general, urgent versus casual. Run each test long enough to gather statistically significant results.
Test your CTA buttons next. Try different colors, text, sizes, and placement. You might be surprised to discover that a simple change like moving your CTA button higher on the page increases conversions by 20% or more.
Don’t test everything at once. Change one element at a time so you can identify which specific changes improve your results.
Measure What Matters
Set up proper tracking to measure your landing page performance. Your conversion rate is the most important metric, but also monitor bounce rate, time on page, and traffic sources to understand visitor behavior.
Use Google Analytics to track goal completions and identify where visitors are leaving your page. Heat mapping tools like Hotjar show you where visitors click and how far they scroll, revealing opportunities for improvement.
Track leads all the way through to closed sales. A landing page that generates lots of leads but few customers isn’t successful. Focus on attracting qualified prospects who are likely to become paying customers.
Start Converting More Visitors Today
Building high-converting landing pages for your exterior services business isn’t rocket science, but it does require attention to detail and a customer-focused approach. Focus on understanding your customers’ needs, clearly communicating your value, and making it as easy as possible for visitors to take the next step.
Remember that small improvements can yield big results. Increasing your conversion rate from 2% to 4% doubles the number of leads you generate from the same amount of traffic.
Start with one landing page focused on your most profitable service. Apply these landing page best practices for exterior services, test different elements, and measure your results. Once you’ve optimized that page, create additional pages for your other services using the same proven approach.
Your competitors are probably using generic websites that don’t convert. By implementing these strategies, you’ll gain a significant advantage in turning website visitors into paying customers.
