One of the most underrated moves there is, and you laid it out perfectly. The phrases customers repeat ARE your headline copy, you just have to listen. The "worth every penny" angle is gold too: when reviews show people value the outcome over the rate, your whole site and ad message should sell the result, not the price. One thing we do is take the three themes that show up most (for you, communication, gate safety, and haul-away) and give each its own website section and its own ad, in the customers' actual words. It lets a prospect see themselves before they ever call. Great write-up.
What a great suggestion! I've never considered using the themes as dedicated landing pages with their own respective ad funnels.... Now I got a couple action items for my to do list!
