Social media profile links

[Tigris]

Hey,

am I right in thinking ideally your social media profiles such as Facebook, Instagram etc should really link to a landing page rather than the homepage of your website? (Local service based business, not ecommerce website).

 

[DontAsk]

Depends what you want from them.

 

[Tigris]

Depends what you want from them.

To grow an email list

 

[StrategyDoctor]

Hey,

am I right in thinking ideally your social media profiles such as Facebook, Instagram etc should really link to a landing page rather than the homepage of your website? (Local service based business, not ecommerce website).

Broadly, yes — if your goal is targeted enquiries, sending people from social to a relevant landing page (or service page) usually outperforms dropping them on to a generic homepage.

In particular for local service businesses:

• Message match: Someone clicking a post about “Boiler servicing in Bristol” should land on that exact service/location, not a generic homepage where they have to hunt and may lose interest.
• Higher conversion: A landing page can be built around one action (call / quote / book), with fewer distractions.
• Better tracking: You can tag links, see which posts generate leads, and refine what you publish.
• Local trust signals: Landing pages make it easy to place reviews, accreditations, “areas we cover”, photos of recent local jobs, FAQs, pricing guidance, etc. As you have an indication of what they are looking for (from your social media post) you can have a clearer CTA (which is to give you their email address?).

When the homepage is fine (or even preferable):

• You only offer one core service, and your homepage is effectively a landing page already (clear value proposition, service area, proof, and a strong enquiry CTA above the fold).
• You’re very early stage and can’t maintain multiple pages yet — in that case, improve the homepage structure and focus on the most important things, rather than building lots of thin pages.

It would be interesting to hear how you get on, what worked and what didn't? Especially if you are trying a mix of posting organically and running paid ads as well?
Do any other UKBFs have some tips on what works well and what to avoid?

 

[Tigris]

Broadly, yes — if your goal is targeted enquiries, sending people from social to a relevant landing page (or service page) usually outperforms dropping them on to a generic homepage.

In particular for local service businesses:

• Message match: Someone clicking a post about “Boiler servicing in Bristol” should land on that exact service/location, not a generic homepage where they have to hunt and may lose interest.
• Higher conversion: A landing page can be built around one action (call / quote / book), with fewer distractions.
• Better tracking: You can tag links, see which posts generate leads, and refine what you publish.
• Local trust signals: Landing pages make it easy to place reviews, accreditations, “areas we cover”, photos of recent local jobs, FAQs, pricing guidance, etc. As you have an indication of what they are looking for (from your social media post) you can have a clearer CTA (which is to give you their email address?).

When the homepage is fine (or even preferable):

• You only offer one core service, and your homepage is effectively a landing page already (clear value proposition, service area, proof, and a strong enquiry CTA above the fold).
• You’re very early stage and can’t maintain multiple pages yet — in that case, improve the homepage structure and focus on the most important things, rather than building lots of thin pages.

It would be interesting to hear how you get on, what worked and what didn't? Especially if you are trying a mix of posting organically and running paid ads as well?
Do any other UKBFs have some tips on what works well and what to avoid?

Cheers.

It does make it extremely hard now with GDPR inplace as well.

I'm finding a lot of services charge quite abit extra per month to have a landing page feature, for example i'm currently using Brevo for email marketing and you then have to upgrade your plan.

To be honest being a local service based business I haven't gone down the paid ads route (I stick to a 25 mile radius of my location). I tend to post in facebook groups every 2 weeks. I emaile my clients after work has been done for a google review and i've currently got more than double other competitors in the area.

For those not online, I am in a few local magazines as well.

 

[fisicx]

What incentive are you offering to those signing up to emails?

Is the service you offer something I would use regularly (eg once a month)?

 

[Tigris]

What incentive are you offering to those signing up to emails?

Is the service you offer something I would use regularly (eg once a month)?

I did create a free PDF giving computer users a guide on what to do and not to do with the computer.

I never really pushed it out using paid ads.

Also thinking maybe 10% off the first repair maybe better?

Seeing a lot of online marketing where business owners are pushing there services but i'm struggling to switch it into my niche.

Looking like I need to use my URL space on sites such as facebook and instgram to direct users to a landing page to capture emails. My concern is if someone generally wants computer support, I don't want to be sending them to a website via the social media URL space which is offering a free pdf ebook, lol.

 

[fisicx]

People only really need your services when something has gone wrong or they need some help or advice.

Which means they are going to search google and see your Google Business Profile, ask their friends, see something on SM or recall seeing your local marketing. They will then contact you to complain their PC is full of dodgy popups or their printer is out of ink or whatever.

Why would they want to sign up for emails? If nothing goes wrong they will never contact you again. You might get some traction offering a PC maintenance service but again this would be for those who already know who you are.

If you are posting hints and tips on FB, X, mastadon TikTok, intagram etc then you want them to come directly to you. You don't even need them to visit your website.

I get leads directly to Whatsapp. Potential client use this to tell me about a plugin they want. I also get a lot of leads from Google. The two are different types of client. They rarely cross from one platform to the other. Your experience may be different. You won't know until you test. All my testing took around 6 months until I found the sweet spot.

 

[Tigris]

People only really need your services when something has gone wrong or they need some help or advice.

Which means they are going to search google and see your Google Business Profile, ask their friends, see something on SM or recall seeing your local marketing. They will then contact you to complain their PC is full of dodgy popups or their printer is out of ink or whatever.

Why would they want to sign up for emails? If nothing goes wrong they will never contact you again. You might get some traction offering a PC maintenance service but again this would be for those who already know who you are.

If you are posting hints and tips on FB, X, mastadon TikTok, intagram etc then you want them to come directly to you. You don't even need them to visit your website.

I get leads directly to Whatsapp. Potential client use this to tell me about a plugin they want. I also get a lot of leads from Google. The two are different types of client. They rarely cross from one platform to the other. Your experience may be different. You won't know until you test. All my testing took around 6 months until I found the sweet spot.

Fair point

Have you done much in terms of cold email marketing? I know the chances of replies/potential work is very low though.

I'm finding a lot of work is through word of mouth

 

[fisicx]

Have you done much in terms of cold email marketing? I know the chances of replies/potential work is very low though.

No, because most of my clients come from outside the UK.

Not sure it would work for you. If my laptop is ticking along and you call me offering your services why would I be the slightest bit interested? If someone cold called you offering to fix your washing machine when it's busy doing your socks I'm sure you would be very confused.

Do you have a Google Business Profile? These can be a very lucrative source of leads.

 

[Tigris]

No, because most of my clients come from outside the UK.

Not sure it would work for you. If my laptop is ticking along and you call me offering your services why would I be the slightest bit interested? If someone cold called you offering to fix your washing machine when it's busy doing your socks I'm sure you would be very confused.

Do you have a Google Business Profile? These can be a very lucrative source of leads.

Yes I do Actually has over double almost triple my local competitors. I always send out an email 2 weeks after completed work for a review.

To be honest a lot of my emails that I send out to current clients are more informative than sales. Just keeps people aware that i'm here. I have actually had people reply leading to further work

 

[JohnDavies145]

A dedicated landing page usually converts much better. If they’ve clicked through from a Facebook ad or a local group post, they want to see exactly what you promised and a clear CTA button right in front of them. That said, if you're just starting out, don't sweat it too much—a clean, mobile-friendly homepage is still better than no link at all!

 

[ethical PR]

Hey,

am I right in thinking ideally your social media profiles such as Facebook, Instagram etc should really link to a landing page rather than the homepage of your website? (Local service based business, not ecommerce website).

No.