A landing page for paving has one job: turn a visitor into a quote request. Go through this checklist with your page open on your phone, because that is where most visitors will see it.
The first screen
- The headline says the service and the area: "Block Paving Driveways in Derby".
- One sentence says what you do and for whom.
- A photo of your own finished work, not a stock image.
- A phone number that dials when tapped.
- A "Get a quote" button visible without scrolling.
Match the ad
- If the ad was about resin, the page is about resin. One page per surface.
- The town in the ad appears on the page.
Proof
- At least six photos of finished jobs, with the area named.
- Before and after pairs.
- Reviews with names and dates, and your Google rating.
- Accreditations and trade memberships, with logos.
- Guarantee length, stated plainly.
- Insurance and years trading.
Answers to what buyers ask
- Price guidance: a range per square metre or typical job prices.
- How long the work takes and when you can start.
- A line on drainage and planning. In England, a non-permeable surface over a front garden can need planning permission unless water drains to a permeable area.
- The process in three or four steps: visit, quote, install, sign-off.
The form
- Short: name, phone, postcode, surface wanted, approximate size. Offer photo upload if you can.
- A line saying what happens next and how soon you will reply.
Technical
- The page loads quickly on mobile data, and calls and form submissions are tracked as conversions.
Things to remove
- A menu full of links that lead away from the quote
- Sliders and auto-playing video that slow the page
- Long paragraphs about your company history
- More than one main button
Test it
- Send a test form and check it arrives, and that you get an alert
- Tap the phone number on a mobile
- Ask someone outside the trade to look for five seconds and say what you do and where
After launch
Look at the numbers monthly: visitors, enquiries and enquiry rate. Change one thing at a time, such as the headline or the first photo, and see whether the rate moves.
Common questions
Can I use my homepage as a landing page? You can, but a page about one surface in one area usually brings more enquiries from ads.
How long should the page be? Long enough to answer the buyer's questions. Put the quote button at the top, middle and bottom.
Related guides
- Driveway Leads: Generating Your Own vs Buying Them
- Google Ads for Driveway Companies: A Keyword List
- Google Ads vs Checkatrade for Driveway Companies
- How Much Does It Cost to Advertise on Google in the UK?
Next step
AdsFlair runs Google Ads for UK trades and local service businesses. Ask for a free Google Ads audit and we will show you where your budget is going and what to fix first. There is no cost and no obligation. See our page on landing page optimisation for how we work.