Free Estimate Landing Page Draft
Overview
During a weekly coaching call on 2026-04-05, Mark Hope walked Ben San Fratello through a Claude-powered workflow for generating HTML landing pages from scratch. Exterior Renovations was identified as the next client to apply this workflow to, with "Get a Free Estimate" as the primary CTA.
This article documents the planned approach and serves as a handoff reference for the design team.
Status: Pending — Ben to draft in Claude and send to Melissa for build.
Recommended CTA & Rationale
Primary CTA: Get a Free Estimate
Exterior renovation clients (siding, windows, decks) have one dominant conversion goal: getting a contractor on-site to assess the job. A free estimate is:
- Low-commitment for the prospect
- High-value for the business (warm, qualified lead)
- A natural fit for both residential and commercial segments
Note from call: Mark suggested focusing on either residential or commercial, not both — the audiences and messaging are too different to serve well on a single page.
Suggested Workflow (Claude)
Follow the same five-step process demonstrated live for [1]:
- Define the objective — Provide Claude the client URL and state the goal: drive estimate requests from local homeowners (or commercial property owners).
- Generate the landing page in HTML — Prompt: "Design a landing page for Exterior Renovations with 'Get a Free Estimate' as the primary CTA. Build it in HTML."
- Refine in-platform — Iterate with direct commands (move sections, adjust copy, change button colors) before exporting.
- Generate a Thank You page — Confirmation page acknowledging the estimate request, with next-steps and contact info.
- Generate a campaign strategy — Ask Claude: "Given this landing page and CTA, what Google Ads campaigns should we run to drive traffic to it?"
Prompt Tips
- Upload the Exterior Renovations brand guide at the start so Claude uses correct fonts, colors, and tone.
- Specify "use only real testimonials from the website" in the initial prompt to avoid placeholder copy.
- State the geographic focus (Madison / Dane County) explicitly.
Recommended Landing Page Elements
Based on CRO best practices applied in the Crazy Lenny's demo, the page should include:
| Section | Purpose |
|---|---|
| Hero with CTA button | Immediate conversion opportunity above the fold |
| Social proof (reviews, ratings) | Build trust early |
| Services overview | Siding, windows, decks, etc. — with visuals |
| Why choose us / benefits | Differentiators vs. competitors |
| Urgency / scarcity element | e.g., "Limited estimate slots this month" |
| Estimate request form | Name, contact, service type, preferred date |
| FAQ | Address common objections |
| Footer with contact + location | Reduce friction for phone/walk-in leads |
Action Items
- [ ] Ben San Fratello — Draft the landing page and thank you page in Claude using the workflow above; send HTML artifacts to Melissa for build.
- [ ] Ben San Fratello — Upload Exterior Renovations brand guide to Claude before generating the page.
- [ ] Melissa — Build landing page from Claude HTML artifact once received.
Related
- [2] — Full methodology documented from the 2026-04-05 call
- [1] — Reference implementation of the same workflow (test ride CTA)
- [3]