Home Improvement
IMPROVE HOME
IMPROVEMENT
PAGES WITH
CTAS OF
EVERY KIND
Home Improvement
Whether they’re currently knee-deep in toilet water (and need a plumber, y’know, yesterday) or they’re planning a million-dollar home renovation, people looking for home improvement services start their research online. For contractors and other professionals in this industry, landing pages can capture prospects’ attention by offering estimates or free in-home consults. Including your phone number, in case of emergency, is also a smart move.
- Our machine learning categorized 4,372 home improvement landing pages (approximately 6% of all the ones we analyzed in this report). These pages account for 977,200 conversions.
- Landing pages in this industry have an overall median conversion rate of 2.6%, but the top performers convert at 19.5% (based on the top 25th percentile).
- We’ve broken the home improvement industry down into 4 subcategories.
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Home Improvement
Landing pages for renovations underperform in home services.
What does this mean? Converting at 2.6%, landing pages for home improvement come up short of the overall industry baseline (3.2%). But pages for pest control and general home services outperform their peers—likely because they’re often less of a financial commitment than hiring a contractor for renovations. How’d we get these numbers? Read our methodology.
Home Improvement
How long should your home improvement page be?
It depends.
The amount of copy you use may correlate differently with your conversion rates, depending on what you do. Below, we’ve broken down conversion rate by word count for two subcategories (home services, HVAC and utilities). Take a look:
For HVAC, landing pages with fewer than 200 words convert best—though above that threshold there’s hardly any relationship at all. (So if you’re going long, go as long as you want.) For general home services, there’s a sweet spot around 300 words. And pages for pest control see their highest conversion rates when they’re between 400-500 words. That’s a lot of copy about bugs.
Home Improvement
Home improvement by the numbers
4%
Conversion Rates for Pages with Mixed CTAs
Pages with mixed conversion goals ask for some combo of clicks, forms, and phone calls—and they’re the winner. These mixed CTAs convert at 4% compared to the overall baseline of 2.6%. Try testing variants of landing pages with mixed CTAs when prospects might want to get in touch via their preferred method, fast.
9%
More Joyful on Home Renovation Pages
It’s hard to associate joy with HVAC or pest control. But in the home renovation category, machine learning detected more joy-associated words (like beautification, frolic, and splendid) than the home improvement baseline. There’s no evidence this helps convert visitors.
1.5X
Higher Conversion Rates for Home Services
Of all the subcategories we analyzed, home services stood out as the best performing in the home improvement industry, with 53.7% relative conversion lift compared to the home improvement baseline. This may be due to smarter marketing or simpler offers (think, hiring a cleaner versus a contractor).
Home Improvement
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