おそうじ本舗 LP analysis: 追い焚き配管には汚れが潜んでいる!?

How this LP sells

Targeting households that clean their bathrooms but tend to put off pipe maintenance, this campaign promotes disinfection cleaning of recirculation heating pipes. By quantifying dirt with an inspection kit and explaining the mechanism through collaborative development with other companies and fine bubble technology, it creates confidence in cleaning hidden areas.

Target audience

People who haven't cleaned pipes in 2+ years, those living in used properties, households with large families that use the bath frequently

Main message

追い焚き配管には汚れが潜んでいる!?

CTA

お見積りカートに入れる

Appeal

Solving a problemTrack record & numbersExperts & authorityIngredients, quality & craftsmanshipBefore & after

Offer

-

What is on the LP (top to bottom)

1. Infectious disease prevention notice

   First demonstrate staff hygiene measures such as temperature checks, disinfection, and social distancing upon visits to convey peace of mind.

   感染症予防へのおそうじ本舗の取り組み
2. Problem presentation

   Point out that dirt and bacteria easily accumulate inside pipes and may flow into the bath each time recirculation heating is used.

   追い焚き配管には汚れが潜んでいる!?
3. Quantifying dirt

   Measure dirt using the same inspection kit used in food factories and show results compared to familiar items. Also note that comparative values are based on company research and historical averages.

   検査キット「ルミテスター」で汚れを測定
4. Features

   Present the service as jointly developed by three companies, highlighting three points: disinfection power, measurable effectiveness, and minimal burden on water heaters.

   追い焚き配管を徹底的に除菌洗浄！
5. Recommended for

   List conditions recommending the service: pipe cleaning intervals, used property status, family size, renovation history, etc.

   2年以上配管をお掃除したことがない方
6. Service examples

   Show measured values before and after cleaning alongside conditions such as family composition and building age to visualize the changes.

   サービス事例
7. Frequently asked questions

   Provide detailed explanations of why pipes get dirty, differences from commercial products and automatic cleaning systems, the cleaning mechanism, fine bubble technology, and measurement methods.

   市販の風呂釜洗浄剤や自動洗浄機能では十分ではないの？
8. Precautions and CTA

   Indicate incompatible bath systems and time restrictions, specify the scope of effects, and guide users to the estimate cart.

   全ての菌を除去するものではありません

Summaries are Doyle's analysis. Text in quotation marks is excerpted from the LP (source: the original page on the right).

Key takeaways

Show invisible dirt through numbers: Display pipe dirt that cannot be seen from outside through measured values, conveying the value of a service whose effects are hard to perceive.

Build credibility through collaboration: Highlight development with external companies or university venture startups to increase trust in the technology.

Explain differences from commercial products in FAQ: Proactively answer concerns that self-service solutions are sufficient, supporting the reasons to hire professionals.

Points that generally need care in this industry's expressions

Advertisements claiming disinfection and antibacterial effects are generally required to specify the scope of effects, measurement methods, comparison conditions, and avoid making definitive claims about health benefits.

This introduces general issues and does not judge whether this LP's expressions are appropriate.