---
title: Free Estimate Landing Page Draft
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-31-weekly-call-w-ben-98470888.md
tags:
- landing-page
- claude
- html
- cro
- google-ads
- exterior-renovations
- free-estimate
- ben-san-fratello
layer: 2
client_source: Exterior Renovations
industry_context: b2b-services
transferable: false
---

# 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 [[wiki/clients/current/crazy-lennys/index|Crazy Lenny's]]:

1. **Define the objective** — Provide Claude the client URL and state the goal: drive estimate requests from local homeowners (or commercial property owners).
2. **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."*
3. **Refine in-platform** — Iterate with direct commands (move sections, adjust copy, change button colors) before exporting.
4. **Generate a Thank You page** — Confirmation page acknowledging the estimate request, with next-steps and contact info.
5. **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

- [[wiki/knowledge/ai-workflow-landing-pages-campaign-strategy|AI Workflow: Landing Pages & Campaign Strategy]] — Full methodology documented from the 2026-04-05 call
- [[wiki/clients/current/crazy-lennys/index|Crazy Lenny's]] — Reference implementation of the same workflow (test ride CTA)
- [[wiki/meetings/2026-04-05-weekly-call-ben-ai-workflow|Meeting Notes: Weekly Call w/ Ben — AI Workflow for Landing Pages]]