Michael Mignogna

My Business Brain / Job 5 of 9

Landing Pages

Build one landing page per offer. It repeats the ad, shows the starting price or price range, has a call-tracking number, and has no pop-ups or timers.

For contractors and agency owners9 principles7 playbook steps

The landing page is where the ad's promise turns into a lead. Build it in any landing page builder. It has one job, which is to get the homeowner who clicked the ad to fill out the form or call.

Every job also follows the 12 ground rules.

How to use this page: read the principles, or copy the starter prompt into ChatGPT or Claude. Other ways

Principles

  1. Make the page match the ad.

    Why
    A homeowner who tapped an ad for a roof price and lands on a general home page thinks they are in the wrong place, and they leave.
    How to apply
    Repeat the ad's offer in the page headline, in the same words and with the same price. Give each offer its own page.

    GoodThe ad says get a price range for your new roof by text. The page headline says the same words and adds answer a few questions.

    BadThe ad promises a price, and the page opens with a welcome message and a list of every service.

  2. Show the starting price or the price range, and say how the final price is confirmed.

    Why
    The price is why they clicked. Hiding it feels like a trick.
    How to apply
    Put the starting price or the price range near the top, and say how the final price is confirmed. If the offer is a price report, say what is in the report, how it is made, and how fast it arrives.

    GoodThe headline says full roof replacements starting at a stated price on a typical home. The line under it says your final price depends on your roof and is confirmed in person.

    BadContact us for pricing.

  3. Put a call-tracking number on the landing page.

    Why
    Many homeowners call instead of filling out the form. A tracking number counts those calls as leads from the ads, so the cost per lead is true.
    How to apply
    Use a call-tracking number on the ad landing page only. Keep the business's main number on its Google Business Profile, its website footer, and its site's structured data, because changing those hurts how the business shows up on Google.

    GoodThe landing page shows a tracking number that forwards to the office. The Google profile keeps the main office number.

    BadThe tracking number replaces the main number on the Google profile, and the business listing stops matching the website.

  4. No pop-ups, countdown timers, or fake urgency.

    Why
    A pop-up covers the offer on a phone. A fake timer makes the page look like a scam.
    How to apply
    Leave pop-ups, exit pop-ups, chat windows that open by themselves, and timers off the page. Use an end date only for a real promotion, written as plain text.

    GoodThis starting price is good through November 30.

    BadA countdown timer that starts again at 15 minutes every time the page loads.

  5. Keep the form short, and say what happens next.

    Why
    Every extra question loses people. People who do not know what happens after they submit are afraid to submit.
    How to apply
    Ask for name, phone, email, the address, whether they own the home, and one or two questions about the project. Under the button, say what happens next and how fast.

    GoodAfter you submit, we text you a likely price range for your home. Then someone from our office calls to answer questions and set a time to confirm it.

    BadA 15-question form with no word about what happens after the button.

  6. Write the page in plain words with one idea per section.

    Why
    A homeowner skims a page on a phone. Plain sections let them find the price, the steps, and the form fast.
    How to apply
    Use this order: the headline with the offer, what they get, how it works in three steps, real photos, real reviews, the form, and common questions.

    GoodHow it works. 1. Answer a few questions about your home. 2. Get a likely price range by text. 3. Pick a time for us to measure and confirm your price.

    BadA long paragraph about the company's history before the offer appears.

  7. Use real photos and real reviews only.

    Why
    Fake reviews and stock photos are easy to spot, and one fake detail makes the whole page look fake.
    How to apply
    Use the business's own finished-work photos. Quote reviews from the business's public review profiles, word for word.

    GoodThree real photos of finished roofs and three reviews copied word for word from the business's Google profile.

    BadStock photos and reviews written by the marketing team.

  8. Track every lead the page produces.

    Why
    Meta needs to know which clicks became leads so it can find more people like them. Without tracking, the ads learn nothing.
    How to apply
    Install the Meta pixel on the page, and connect the Conversions API so leads are counted even when a browser blocks tracking. Count the lead on the thank-you page or when the form is sent.

    GoodA test lead shows up in the CRM and as a lead in the ad account within minutes.

    BadThe pixel is on the home page but not the landing page, so Meta sees clicks and no leads.

  9. Make the page fast and easy to use on a phone.

    Why
    Almost every click from a Meta ad comes from a phone. A slow page loses people before it loads.
    How to apply
    Compress images, put the form or a button to the form near the top, and use large text and large buttons.

    GoodThe page loads in about two seconds on a phone, and the first screen shows the offer and the button.

    BadA large video plays at the top, and the form is four screens down.

Agent playbook

Steps an AI agent can run in order. Each step names what it needs and what it hands to the next step.

  1. Read the offer sheet and the approved ads.
    Inputs
    The offer sheet and the ad copy.
    Output
    The offer, the starting price or how the price range is made, and the exact wording the ads use.
  2. Outline the page.
    Inputs
    The offer.
    Output
    A list of sections in order: headline, what they get, how it works, photos, reviews, form, questions.
  3. Write the copy.
    Inputs
    The outline, the offer sheet, and the ground rules.
    Output
    Full copy for every section in plain words, with the starting price or the price range near the top.
  4. Write the form and the thank-you message.
    Inputs
    The offer and what happens after a lead comes in.
    Output
    The form fields, the button label, the line under the button, and the thank-you page text.
  5. Build the page in your landing page builder.
    Inputs
    The copy, real photos, real reviews, and a call-tracking number.
    Output
    A live page with the tracking number, no pop-ups, and no timers.
  6. Set up tracking.
    Inputs
    The live page and the ad account.
    Output
    The Meta pixel, the Conversions API, and the lead event, each confirmed working.
  7. Send a test lead.
    Inputs
    The live page.
    Output
    Proof that the test lead reached the CRM with every field and that Meta counted it. Delete the test lead afterward.

Final output

  • The page outline
  • Full page copy
  • Form fields, button label, and thank-you text
  • Where the call-tracking number goes
  • The tracking checklist
  • The test lead result
Starter prompt

Read https://byminyona.com/brain/playbook.md first and follow its Landing Pages rules and its ground rules. Write a landing page for <service> in <city> with a call-tracking number. The offer is <offer>. No pop-ups or countdown timers.

If your AI cannot open links, paste this page's principles into the chat with the prompt. You can also paste the whole playbook or download AGENTS.md.

Next job: Meta Campaign Setup and Testing