RPS Perona LP Research
Landing Page Personas · Q4
The First Three Landing Pages
Built from 770 product reviews, 369 post-purchase survey answers (March to September 2026), the customer segmentation survey (101 customers), 1,203 Shopify orders (60 days to 29 September), the RPS sales team's Zendesk notes on 816 buyers who spoke to a rep (April to September), 381 of their voicemails, Google reviews, and our call on 30 September. Each persona below is one landing page, matched to the traffic that already reaches RPS. Household buyers sit inside the first two pages: most homeowners on a well arrive because the pump quit or the pressure is weak.
LP1 · My pump quitWarm, urgent. Google search.
LP2 · Weak pressure from a tankWarm. Google search for boosters.
LP3 · Farm and ranchCold, not shopping today. Meta and YouTube.
LP1My Pump Quit
Warm traffic · searching now · needs water back
Summary
A homeowner on a private well whose pump has failed or is failing. Often without water, often doing the swap for the first time, and often holding a well company's quote. Wants the right pump, everything in one box, and a fast delivery.
Size
The largest stated reason to buy: 47% of survey customers were replacing a pump (101 answers, so ±10 points). The sales notes record replacement for about 1 in 7 phone buyers, but 71% of those notes give no reason at all. The real share sits somewhere in between. Submersible pump buyers are also the biggest group that calls: 432 of 816.
Motivations
Water back on fast. Paying a fraction of the well company's quote. Doing it themselves, with someone to call.
Objections
"Is this the right pump for my well?" 51% of submersible phone buyers called to get sized, and 25% were missing their well details. "Can I install it myself?" 31% asked install questions. "Will it arrive in time?" Shipping and delivery come up in 48 of 369 survey answers.
Convincers
Sizing that starts from the old pump, with a rep behind it. One kit "from the well cap down". Customers' own savings next to the quote they turned down. Real arrival times. Reviews from first-timers.
Channels
Google search and Shopping. 427 of 706 website orders came from Google in 60 days. 61% of survey customers found RPS through search.
"My well pump went down and I needed a replacement ASAP. RPS shipped it to Kentucky in two days!!"
Store review, 10 November 2025, 5 stars
Page in one lineKit, price and arrival date at the top. The RPS total next to a typical well company price for the same job: [well company estimate per pump type, from RPS]. "Match my old pump" sizing, with a call button beside it. The swap step by step. Savings in customers' own numbers. Reviews from first-timers.
Ad creativeSearch ads that use the buyer's own words for the problem ("well pump quit", "no water") and promise the fix: a matched pump, a full kit, fast shipping. Mention the saving only with a real customer figure.
LP2Weak Pressure From a Tank
Warm traffic · searching for a booster · already has a water source
Summary
A rural home or property that keeps water in a storage tank or cistern, or draws it from a shallow source, and pumps it to the house or sprinklers. Pressure is weak or swings, often because the old booster is failing. Not a city-water customer.
Size
Survey pain points: low pressure 12%, inconsistent water 10%. Boosters are 156 of 816 phone buyers. The 3HP booster alone was in 82 website orders in 60 days ($119,779, 19.7% of website revenue), plus 46 rep orders.
Motivations
Steady pressure with several taps running. A quiet pump. Replacing a booster that leaked, swung or gave out.
Objections
"Which size?" 43% of booster buyers' voicemails are about choosing a pump. "Will my supply keep up, and do I need a tank?" "Is it worth about $1,000?" Of 45 survey answers from buyers who landed on a booster page, 10 name price and 5 more a price that moved.
Convincers
A setup check before the price: where the water comes from. Reviews from tank-fed homes. Stories from buyers who swapped out another brand of booster. Quiet running.
Channels
Google search. 50 of the 82 website orders with the 3HP booster started on its product page, and 39 of those were Google-tagged.
The red line, from the 30 September call
A booster cannot raise city-water pressure on its own. It needs a storage tank to draw from. The page and ads make no city-water promise, and any section that touches it explains the tank. The data agrees: the sales notes give the typical booster project as "storage tank or cistern to the house or sprinklers". None of the 72 booster reviews mentions city water.
"Got this to replace a different 3 horsepower booster pump we were using to pump water from our storage tanks to our house. ..."
Product review, 23 September 2026, 5 stars
Page in one lineOpen on the setup ("Water from a tank or cistern?") and the fix. Sizing by home and fixtures. A "will my supply keep up" check. Swap stories from old boosters. Pressure reviews. Three boosters and one button.
Ad creativeTarget searches for tanks, cisterns and booster replacements. Shut out city-water pressure searches (with negative keywords, terms the ads never show for). Show the tank-to-house setup in the picture. Never promise more city pressure.
LP3Farm and Ranch
Cold traffic · not shopping today · buys for reliability
Summary
A property owner moving water to stock, crops or several buildings from wells, tanks or ponds. Not in a hurry today. Buys for reliability and capacity, and often owns more than one pump.
Size
The survey's water uses: crop and garden irrigation 48%, livestock 25% (these overlap with household use). Its "Field Reliability Seekers" group is about 19% of customers, and 16% of that group buy for a business.
Motivations
Water that keeps flowing when the stock need it. One system for several jobs: houses, barn, pond. Less labor and fewer trips.
Objections
"Will it keep up?" Flow across several uses is the worry. "Which size for my well?" Sizing for several uses at once. "Why am I paying sales tax?" Two survey answers expected an agricultural exemption.
Convincers
Owners with several RPS pumps vouching for them. Rep sizing "for any system". Flow at depth (gallons per minute at a given depth) stated plainly. A clear answer on agricultural tax exemption.
Channels
Meta and YouTube, once the new Meta ad sets are live. This buyer does not search for a pump until something forces it.
"I have 6 RPS submersible pumps around the farm at various depths and flow/pressure requirements. ..."
Store review, 3 June 2026, 5 stars
Page in one lineA "7 reasons" read whose headline names the rancher. Reasons ordered by objection: capacity, reliability, sizing, support, tax. Proof from owners with several pumps. Matched kits at the end.
Ad creativeMeta photos and video from real properties: stock tanks, pasture lines, several pumps on one place. Hook on water that never stops and work saved, not on price. The ad's angle and the page headline must match.
All three pages
- The call button sits beside the main button on every page. Google already counts calls and contact forms as conversions, and getting sized is why half of phone buyers called.
- Sizing works without full well details. 32% of submersible buyers' notes are missing two or more of depth, static level (the resting water level), casing and yield.
- Only real numbers and verbatim customer words: savings, arrival times, reviews.
- The price stays the same from page to cart. A price that moved shows up in 6 survey answers in the last 90 days.
- One ad angle per page. The ad and the headline say the same thing.