From Click to Lead – Door 4 of the Five Door Method
You’ve chosen the right platform, created strong visuals, and dialed in your targeting. Someone clicks your ad—and then… nothing.
No form filled. No call. No booking.
The traffic is there, but leads aren’t coming through. That means you're stuck at Door 4: Engagement—and it’s one of the most overlooked killers of ROI in paid advertising.
“If someone clicks and doesn’t convert, the issue isn’t always the ad. Door 4 is about what happens after the click—and that’s where most service businesses lose the lead.”
— Drew Larison, Visionary and CEO at Five Door Media
Let’s break down what’s actually happening between that click and the conversion—and how to fix the bottlenecks that are costing you leads.
What Is Engagement in Paid Advertising?
In the Five Door Method, “Engagement” refers to everything that happens after someone clicks your ad but before they become a lead.
That includes:
Landing page design and speed
Mobile responsiveness
Clarity of offer
Quote or contact forms
Call-to-action flow
Booking tools or click-to-call functions
If there’s friction anywhere in that chain, your conversion rate drops.
Common Door 4 Fail Points
Let’s talk about where home service companies usually lose momentum:
Slow Load Times
If your landing page takes more than 3 seconds to load on mobile, you’re bleeding clicks. Most users will bounce before they even see your offer.
Bad Mobile Experience
Roughly 70–80% of traffic in the home service space comes from mobile devices. If your site isn’t mobile-optimized, you're pushing people away.
Long or Confusing Forms
More than 4–5 required fields? You’re adding resistance. People want fast quotes—not an application process.
Unclear Next Steps
Does your landing page actually tell them what to do? “Contact us” is vague. “Get your free quote in 60 seconds” converts.
Cluttered or Distracting Layouts
Too many links, buttons, or conflicting CTAs = choice paralysis. Keep it focused: one page, one goal.
What Great Engagement Looks Like
Imagine someone clicks your ad and lands on a page that:
Loads in under 2 seconds
Immediately confirms they’re in the right place
Shows a clear, trust-building message (“Trusted by 500+ local homeowners”)
Offers a simple, fast action (“Get an instant quote”)
Works flawlessly on mobile
Removes all uncertainty about what happens next
That’s Door 4, optimized.
Best Practices for Post-Click Engagement
Want more conversions without raising your ad budget? Start here:
Speed Matters
Use tools like Google PageSpeed Insights to check load times
Compress images and use lightweight page builders
Avoid redirect chains or unnecessary scripts
Focus the Page
Use one clear call-to-action
Remove distractions (menus, popups, extra links)
Reinforce benefits above the fold
Simplify the Form
Ask only what’s necessary (name, zip, service type, contact method)
Use dropdowns and buttons where possible
Show a “progress” bar if it’s multi-step
Build Trust Fast
Include logos of certifications or memberships
Use 1–2 short testimonials or star ratings
If possible, mention service area or local experience
Optimize for Mobile
Use large tap targets (buttons, form fields)
Make sure text is legible and formatting doesn’t break
Test every landing page element on a real phone
Metrics to Track at Door 4
To know if engagement is your bottleneck, watch these numbers closely:
Click-to-lead rate
Landing page bounce rate
Form abandonment rate
Page load speed
Mobile vs. desktop performance
If you're getting clicks but not leads, these metrics will tell you where the drop-off is happening.
Real Talk: Engagement = Money
You can have the best ad in the world, on the perfect platform, aimed at the perfect person—but if they land on a slow, messy, confusing page?
You’ve lost them.
Door 4 is the difference between ads that generate leads... and ads that generate frustration.
“The ad gets their attention. The landing page wins their trust. The form gets the lead. Miss any part of that chain and you’re paying for traffic that’s going nowhere.”
— Drew, Visionary at Five Door Media
Let Us Audit Your Engagement Funnel
Not sure if Door 4 is your issue? We’ll take a look—for free.
We’ll review your ad-to-lead journey, identify friction points, and show you exactly where you're losing conversions (and how to fix them fast).