Landing Pages for Restoration Companies – In-depth Tutorial

bogdan krstic

Article By Bogdan Krstic

Fact-checked and written by a human ✔️

You’ve probably heard of these buzzwords – landing pages. But what are they? And why are they important for your water damage internet marketing efforts? Can they generate you more leads?

In this post, we’ll discuss exactly that and much more. Let’s dive straight in!

Importance of a Good Landing Page

Landing pages inspire a specific action from users. There are no distractions like, for example, on a homepage where you usually have a number of internal links pointing to other pages on your website. 

This dramatically increases your conversion rate, making your ads more efficient. In addition, the more actions people take on a page, the higher that page will rank on Google. 

Why landing pages work

When people come to your website, they’re looking for help. They need that help immediately. They haven’t come to browse around. Instead, they want to be directed to what they need quickly and efficiently. 

Sending traffic to a landing page instead of a homepage helps users have a better experience. Landing pages also help make your ads more relevant. Improving your ad relevance decreases your CPL (Cost Per Lead). 


People automatically think of poorly designed websites as unprofessional.

Having visually appealing pages increases your chances of converting a visitor into a lead.  

Luckily for us, we have tools like WordPress, Wix, and Squarespace available at our disposal. These tools take care of 90% of the design work for us. 

You can also go a step further and use a 3rd party landing page software like Unbounce, Instapage, or Leadpages. 

This is the option we recommend you go with. Having a page that’s separated from your website and used only for a specific ad campaign helps increase the number of leads you’re getting because it’s much more relevant to your ads than, again, a homepage. 


To optimize your landing page for generating leads, you want to answer as many of the prospects’ questions and make it easy for prospects to get in touch with you. 

You also want to show prospects the benefits of repairing their homes and why should they pick you instead of other restoration businesses in your area.

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Time for the good stuff – how to actually build out your page?

The simplest way to optimize your landing page for lead gen is by following the AIDA model. 

AIDA – Awareness, Interest, Desire, Action 

Following this model helps cut out the guesswork and makes the building process a lot easier. 

AIDA also helps increase your CR. 

The model is used since the late 19th century and is proven to work.

Here is how the process works. 

1. Awereness

The first part of your page – the part people see immediately upon visiting your page, without scrolling down – is all about getting people’s attention.

How is this achieved?

Very clear value proposition through a very clear headline. Blatantly say how you’re going to help a visitor. 

A headline should immediately be followed by a subheadline and bullet points. 

During this stage, you should also add your ratings from GMB, BBB, HomeAdvisor, Yelp, etc. If you have testimonials from previous customers, add that as well. Use real images/videos, not stock material.  

In the end, add a CTA.

To sum it up, the whole purpose of this step is to have people read the rest of the page. 

2. Interest

This is where you spark things up a bit.

Once you’ve captivated a visitor’s attention, it’s time to sell them on your business. This is when you need to get into the mind of the visitor.

Lead with benefits, not features. Tell people how your service will improve their lives. 

Present people the benefits of resolving their problem with your service – restoring their place of living/working, staying healthy, saving money (even if it’s in the long run), etc. 

Add a CTA at the end of this part as well. 

3. Desire

The most important part of your landing page. Once you’ve got people interested in your service, you need to build trust. 

Leverage your reviews, testimonials, before-and-afters, social proof, etc. 

This section backs up the Interest section. Here’s how:

Interest – Presenting the benefits of your service

Desire – Show people who have already benefited from your service

You should also add an FAQ during this stage. Use AnswerThePublic to find people’s questions about your service and answer those questions on your landing page. 

4. Action

Once you’ve built trust with the visitor, it’s time to have them take action.

Have a very clear CTA. Do not send people to other pages of your website, just instruct them to take the desired action – dial a phone number or fill out a lead form. 

And that sums it up! Hope you got some value from this article. 

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Also, make sure to order a free website audit from us to learn how to get more traffic and leads from your website – for free. Click the button below to get started.

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