What Are Landing Pages & How Should Contractors Use Them?

If you’re just sending all of your web traffic to your contracting business' home page, you are probably missing out on the site’s full conversion potential. In fact, you would almost certainly be turning more anonymous visitors into prospects if you were using landing pages instead.

Builder Funnel helps builders and remodelers grow through strategic digital marketing. That makes us partners for construction professionals in a wide range of North American markets. Here’s what you need to know about landing pages and how to use them to get more bang for your web marketing buck.

What’s a Landing Page and Why Should You Care?

You’ve probably heard the term “landing page” tossed around in marketing convos and blog posts like it’s some kind of sorcery. Here's what you need to know about this strategic marketing tool for your digital arsenal. 

Landing Page Definition

Let's start with the basics. What is a landing page? What’s a landing page actually supposed to do?

A landing page is a standalone web page designed with a single goal, usually to convert visitors into leads by getting them to fill out a form, download a resource, or take some kind of specific action. You might create a landing page tied to a paid ad for a specific service, a detailed resource with cost information, or a QR code for a local mailer that leads to a neighborhood-specific landing page. Each purpose gets a landing page. 

This is a uni-tasker, not a multitool. It is not your homepage or “Contact Us” page. This baby has one job: getting someone to raise their hand and say, “Yup, I want exactly this.”

Landing Pages for Lead Magnets

Most builders think they have landing pages. But what they actually have are glorified and specific contact forms. Not everyone wants to jump straight into a sales pitch. Sometimes, people just want to peek behind the curtain first.

If your landing page is the trap (a friendly trap, okay?), then the lead magnet is the bait. Only about 4% of your website visitors are ready to hop on a call or book a consult today. That means a whopping 96% are just browsing. Curious. Gathering ideas. Window shopping for the contractor of their dreams.

Your job? Give those people something valuable so they stick around and reach out to the obvious choice when they're ready. Think like your customer. What would make you excited enough to trade your email for it? And once someone has downloaded that juicy freebie? Boom. You’ve got their name, email, and maybe even a phone number. That’s the beginning of a relationship.

What Makes a Good Lead Magnet?

 A good lead magnet (aka premium content or conversion offer) checks these boxes:

• Relevant: It speaks directly to what your ideal client is wondering.

• Valuable: It’s not fluff. It gives them real insight, ideas, or inspiration that they can't find anywhere else.

• Low-friction: All they need to give you is their email (maybe a name too).

Examples of Lead Magnets for Contractors, Remodelers & Builders

Some of our best landing page examples include these tried-and-true lead magnets for remodelers and builders.

• Remodeling Cost Guide (a serious crowd pleaser)

• Kitchen or Bathroom Design Guide

• Project Planning Checklist

• Free “Before + After” Portfolio

How to Optimize Landing Pages for Direct Consult CTAs

Not every landing page needs to offer a free guide or downloadable checklist. Sometimes, your goal is to get the visitor to raise their hand and say, “Yep, I want to talk to someone.” For landing pages tied to paid ads (Google, Meta, etc.) or targeted campaigns, we know we are speaking to someone who has strong intent to get started on their project. How do we find them? Check out our deep dive into Google Ads here and Facebook Ads here. For these bottom-of-the-funnel leads, these landing pages are laser-focused on a “Let’s Connect” or “Schedule a Consultation” conversion goal.

Essentials of a High-Converting Ad Landing Page for Builders & Remodelers

Specific, Service-Based Headline

Forget the generic “We Build Beautiful Spaces” fluff. You want a headline that quickly and clearly tells the visitor they’re in the right place.

• “Custom Homes in Colorado Springs, Built for Your Lifestyle”

• “Ready to Finish Your Basement? Let’s Talk.”

Hyper-Relevant Content

Speak directly to the service they’re interested in. If they clicked on a “Kitchen Remodel” ad, don’t show them a bunch of living room photos. Use tailored copy, specific project images, and results-focused language.

Trust Builders

This type of landing page often skips the lead magnet, so you need other trust signals.

• Client testimonials

• Star ratings or reviews

• Project photos

• Process breakdowns (step-by-step: what it’s like to work with you)

Pro Insight: Average landing pages convert at 2–5%. Builder Funnel’s optimized landing pages often convert at 15–40%—sometimes more.

Short, Action-Oriented Form

Keep it lean—name, email, maybe phone. Optional message field if they want to elaborate. Remember, they’re here for a conversation, not a survey.

Strong CTA (But Human)

Your CTA button should feel personal and low-pressure:

• “Let’s Connect”

• “Schedule a Free Consult”

• “Talk to a Project Specialist”

Our biggest tip for bottom of the funnel landing page forms? Don’t hide them. You want one to be visible above the fold with a second appearance farther down for the scrollers.

How to Make a Good Landing Page: Step-by-Step Anatomy

Okay, so someone clicks on your irresistible call-to-action and lands on your page. What now? This is the moment of truth. A great landing page turns a “meh” interaction into a new lead on your list. Here's how to make a good landing page.

Cut the Navigation

A landing page should not have a menu. No distractions. You want them laser-focused on one thing: filling out that form. This isn’t the time to let them wander off to your “About Us” page.

Pick the Right Layout

This is a good place to stick with what works: our optimized landing pages often include two-column layout with text on the left and the form on the right. We’ve tested this structure thousands of times, and it consistently delivers.

Craft a Killer Headline

No fluff. Be clear, direct, and action-oriented in every headline for your landing page.

• Meh: “Check Out Our Guide”

• Better: “Download Your Free Remodeling Cost Guide Now”

Add Some Supporting Copy

Just a little strategic copy goes a long way. This isn’t a novel. You want to quickly paint the picture of exactly how your offer is going to change your clients' life.

Keep the Form Simple

Fewer fields leads to more conversions. Name and email? Great. Add phone number? Fine if you're feeling bold. But don’t ask for their birthday, their blood type, and their life story unless you're only in the market for 

Pro tip: You can adjust form length based on your current workload. And while we’re on the topic, here are a few more quick landing page tips to keep in mind.

• Repeat your CTA

• Keep copy skimmable

• Make sure your mobile view doesn’t break your layout

Ready to Turn More Traffic Into Real Leads? Let’s Talk.

You don’t need more traffic. You need more of the right people saying, “Heck yes, I want to work with these guys.”

We're here to help you strategize based on your current needs. Maybe you need to increase conversions on your current landing pages, launch a killer new cost guide, or build out an ad funnel that actually brings in qualified leads. Whatever your digital profile, we’re here for it. We’ve helped remodelers and builders across North America generate millions in project revenue with smart, strategic landing pages that convert like crazy.

Schedule a call today and let’s figure out what’s possible for your business right now. We cannot wait to collaborate with you!