Local lead generation is interesting because of the sheer variety of businesses it can apply to. Every business has different pricing structures, sales funnels & regulation. For these reasons you often see very generic landing pages when it comes to any type of “local” lead. Let’s take a look at a “run of the mill” local lead gen offer that you can find on some affiliate networks:
It’s really not a bad looking landing page. It’s professional, offers consumer benefits and makes it easy to get an estimate. However, it’s generic. This landing page probably sells leads to local contractors so it HAS to be generic so that the lead can apply to many businesses.
I’ve ran landing pages with a generic “Get a Quote” call to action and they typically do generate a good deal of leads. The problem sometimes become quality. Unfortunately, just because someone is interested enough to fill out the form does not mean they are a quality lead. Some people are just surfing around dreaming of remodeling their basement and think they can get it done for $500. Yea, it’s an unrealistic expectation but MANY consumers have unrealistic expectations about what things should cost. When running a generic offer you typically get a mix of high quality buyer leads and low quality tire kicker leads. That’s all part of doing a lead generation campaign.
Adding pricing to a landing page can sometimes heavily BOOST the amount of high quality leads coming through the landing page. The downside is that it will REDUCE the overall amount of leads you generate. Let’s use the example landing page above. The current call to action is “Get Multiple Basement Remodeling Estimates From Local Contractors!” If I were running this lead gen campaign (and it were possible to do so) I would try adding pricing. Let’s say that 75% of basement remodeling projects costs $10,000. I would try a call to action like “Complete Basement Remodeling Package: From Only $9999″ and then list what that includes and disclaim openly what the $9999 price gets you and applies to. What this would accomplish is scaring off the tire kickers and delivering leads to the lead buyer which are MUCH MORE LIKELY TO BUY THEIR SERVICE.
The obvious problem with this is that if you generate less leads you could be getting paid less. Remember that these leads are much more likely to buy so you may be able to negotiate a significantly higher price per lead or even a percentage of the total sale once the lead buyer realizes that these aren’t crappy leads that your selling.
Have you tried adding pricing to lead gen landing pages? How did it go for you?