Transcription
I'm going to walk you through the process to make a landing page so premium that your traffic will be begging you to buy. So whether you sell services, digital products, or you're just offering a lead magnet and you want to get more leads, this is the process.
Because after having over 250 business owners come to me to audit their pages, I've started to see a very clear pattern amongst the pages that convert literally globs of their traffic into sales and the ones that want it all kind of just slip through their fingers like water. So, by the end of this video, you're going to understand exactly what separates high converting pages from everything else. What sections you absolutely need to get right and why each piece matters so that you can apply it all to your pages to hopefully convert more of your traffic into customers.
So, to start, I want to establish what premium even means. We've all seen the fancy landing pages from places like Apple that look super cool. They have great animations when you scroll. It looks amazing. But that doesn't always equal conversions. In fact, for most brands, I've seen it actually hurt conversions. In fact, one of my clients that I've been working with for over three years, we've made him a ton of money. We've optimized his sales funnels. We've increased conversion rate. But when he was launching a new business, he wanted something that looked a little bit cooler. And I don't blame him. Great websites are awesome. They look amazing. And he got swooned by this agency that promised awesome amazing design that they said would convert. When he sent it to me before they launched, my heart sank because just looking at it again, it looked amazing scrolling. There's all these cool animations. Some of the website went sideways rather than up and down. Everything looked awesome, but I knew it was ultimately going to be distracting, was going to harm conversions, and wasn't ultimately getting the message across that was going to lead to conversions. 6 months later, he was calling me to rebuild the entire website. And we did it in a way that was a lot more boring, but it's proven to increase conversions.
So, when you hear premium throughout this video, don't just think cool, right? Premium should equal conversion. It should build trust. It should get the message across in a way that resonates. And again, ultimately, you should be able to see the effect in your conversion rate, or it's just not premium, right? At least not in the way we're going to talk about in this video.
The second thing I want to establish as we go through this, there's really three types of landing pages that I want to talk about today. The first one is if you're trying to get leads, typically something that's simple is going to work the best. Adding extra content, adding a ton of text is often just going to hurt conversions because people don't need that much information to get over the edge. We've seen this time and time again inside of our agency. When we simplify a page down to something like what you're seeing right here from Alex Ramosi where there's not all this additional content, you can't really scroll. Everything's right above the fold. We've seen conversion rate increases of 10, 20, 30% time and time again by just removing content. One client we've worked with came to us and had this obnoxiously long page. Again, the whole goal of the page was to get people just to opt in to sign up for the lead magnet. And it was built by this big agency. I won't mention who they are, but I just pulled the stats up here. On both variations, we had,293 on the control visitors and,283 on the variation. On the control, they got 30 leads. And on the variation, they got 45, meaning they went from a 2.32% conversion rate to a 3.51, which was a 51.17% improvement by just removing everything below the fold. So, that's the first type of landing page. You don't need a lot of content to make it work well.
The second type of landing page is if you're trying to get somebody to apply uh toward you in these typically as well. You don't need a lot of content. But if you want them to look premium and sometimes even do some of the selling before the sales call, which depending on what you offer could lower the amount of leads but increase the quality, oftentimes it's something like this where everything just pushes to apply. Again, you typically need less information because you're not selling something, it's just pushing people to apply. This is one we're currently building for a client of ours.
And the third type of landing page is something that's selling something directly. Something like what AG1 has here where the whole angle of this is going to push you to a product page where you're going to pick the package you want. Maybe go to a subscription. The whole point of this page is to get you go to a product page like this one. This is very common in e-commerce where you go from ad to landing page to product page or sometimes direct to checkout if you don't need to actually select something on the product page. So these are the three types of pages. The type of content you're going to need for each is a little bit different. So just keep that in mind. But this video is predominantly about the different elements that matter as it relates to driving conversion.
The first element I want to get into is the actual words that you put on the page and how clearly and well they articulate the message that gets people to convert. The first principle I want to start with here comes from Eugene Schwarz and he says copy cannot create desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people and focus those already existing desires onto a particular product. Eugene Schwarz is one of the best copywriters that ever lived. The point is from this quote is it's way easier to take an existing desire and to just attach that to your product than try to take an existing desire and channel it into what you have. That's a lot harder. Or even worse, what a lot of people try to do is there's not even a desire and they try and create the desire from their marketing, which is insanely hard to do.
And with that, another thing that Eugene Schwarz says is you need to meet the customer where they're at. He has this pyramid that he shows inside of his book, Breakthrough Advertising, where it goes over how there's different levels of market awareness. At the top, you people who are extremely aware, I think it's he calls them most aware. This is like the top 2% of the market that knows who you are and they're just right on that cusp of buying. For a lot of people, this is a company like AG1, right? Maybe you've heard about them on podcasts. Maybe you haven't quite purchased yet. Or you might be in the second category, which is SolutionAware. You know generally what they do. You know what they solve. Maybe you even know of some other green drinks in the market, but you haven't picked one and you haven't even maybe yet been convinced that you need one. The layer deeper than that is problem aware. This would be like you know you have a gut problem or maybe you have something else that AG1 promises to solve like low energy, but you don't yet know about different solutions in the market. And then the next layer deep, which is the deepest layer, is completely unaware. And this section of the market is extremely hard to convert because you need to convince them first they even have a problem. Then you need to convince them of your solution and then you need to get them across the line to ultimately convert. So in your landing pages, depending on what you're selling and what traffic you're generating, you want to meet the prospect where they are at.
Now, if somebody is solution aware, often this is pretty easy to do. But I want to show you an example of this from a client of ours that most of his audience, I would guess, is probably just problem aware. And I knew this because when we started working with him, I was first in his audience. I had heard about him. He teaches archery and I bow hunt. So I knew about him, but I had no idea what he did despite going to his website. I was super confused. So when I met him in person, the first thing I asked him was, "What do you actually do?" Right? And it wasn't until I went through his instruction live in person that the kind of light bulb moment went off where I was like, "Man, this was super helpful for me, but I as a consumer was extremely confused about the problem you even solved. I didn't think I had it."
So when we ended up working together and it was my job to convert more of his traffic, the first thing I did on this page was outline the fact that you have this problem, right? You want to be more accurate. You want to be more confident with your bow. You want to be more successful. And I asked this question, do you know what it takes? And then I ask, why have world champion archers, professional hunters from your favorite TV show, paid Joel Turner for archery coaching? Right? So I'm like leaning into this curiosity a little bit. I say it's simple and then I'm really hammering down the problem because in this example, some people are not even problem aware. like they're they're problem aware in the sense of they know they're not as accurate as they want to be, but they have no idea of why, right? And we answer that question here. Every human is born with a condition that keeps them from being accurate, especially in high stress events like when the buck of a lifetime walks out or when a crowd of people surround you. What does this condition manifest itself into? Target panic. And then we give a definition of that. And then we immediately back that up with social proof. And this is the next thing that really matters inside of your copyrightiting. When you make a claim, the next thing you often need to do is back it up or you just need at least a logical train of thought, right? So, by making that that claim about this is what separates the best from the rest and showing somebody like Donnie Vincent who in that market is very wellknown or Joe Rogan who in every market is extremely wellknown, we're able to immediately back up our claim.
So, that's meeting the customer where they're at. The next thing you often want to do is make the copy easy to understand. David Oglevy said in a memo to his team, "Use short words, short sentences, and short paragraphs." That's the father of advertising as most people know him. And his whole MMO was keeping copy extremely simple. The more confusing you get, you hear people like Alexi talk about this all the time. The more confusing you get, the higher grade level the copy gets typically the worse it converts. Now, I will say it is kind of hard to make copy both persuasive and easy to understand. I've often struggled with that. I might end at let's say a ninth grade reading level typically and then when I go into an editor like Hemingway which is just a free online editor that will tell you what grade level you're at as I edit down I feel like I tend to lose a little bit of essence. So there is an art form there.
The next thing I want you to keep in mind as it relates to copywriting is channeling into the existing pain points and desires the market has. So again this goes back to creating desire versus channeling desire. I'll give you an example of this. One of my clients sells operations coaching to MSP owners and he's great at it. He sold his MSP I think for eight figures and he did that largely because he was able to build a business that could run without him and scale without him. So it was very very valuable. But the problem is as we've gone to market with that offer, it's like selling people a gym membership. They know they need it, but they don't really want it. Whereas recently we've pivoted to testing out a new offer where it's around sales and getting more clients, which is also something he's very good at cuz if you're going to grow an 8 figureure business, you need to know how to get clients. And it's like a light switch. Immediately people are running through the doors. So you want to sell to the desires that people already have, not the ones that you wish they had or that they even maybe should have.
The next essential element on making your landing page so premium that people are begging you to buy is social proof. Robert Kaldini, the psychologist who literally wrote the book on persuasion and influence identified social proof as one of the key six elements in getting people to act and make decisions that you want them to. And he highlights in that book that there's many forms of social proof. And on a landing page, we can use these many forms to drive conversions. Things like written reviews, video testimonials, thirdparty publications, celebrity endorsements, founder credibility. All of these things are different forms of social proof that we can use. And I think one business that does this exceptionally well is AG1. If I land their site right now, immediately I see Hugh Jackman on the initial fold. I see these trust badges right beneath. validated by NSF, certified for sport, backed by industryleading research, trusted by leading scientists and athletes. So, tons of social proof. On the second slide, I see 50,000 verified five-star reviews, clinically backed formula. On the third slide, I see Angie Sheberman with a testimonial from him. If I scroll down, I see publications immediately. Underneath that, I see 50,000 reviews. Again, I see video testimonials. I even see that they did a clinical study uh where they compared AG1 versus a placebo, which is just like the extent that they're willing to go to drive social proof home is amazing. And then further down on the page, there's a bunch more world-class athletes, health experts, and entertainers. And again, highlights once again, 50,000 reviews. Then there's more written reviews. Then even after all of that, this isn't really social proof, but they back it up with feel the difference or it's on us. So you can see here how a brand should really take the position. The burden of proof is on them, right? We it is our job as businesses and as marketers to prove that what we're saying is true.
A few pro tips as you're doing this that are really really helpful. Video testimonials obviously convert really really well. The second thing is typically if you can take a screenshot of where the testimonial was given. It has been proven to increase conversions versus just writing it out or at least showing where it is from. Right? So if a review is from Trust Pilot that does that same effect. I'll give you another example of this as well. And this ties in really really nicely with when you say something in your copy, you need to predict what the next thing they're going to say is. This is one of our clients, a life engineered. And immediately the first thing we do on the landing page is we make a claim, right? I'll get you a high performance review or promotion in 12 months. Well, the first thing we do in the VSSL is talk about how he was a principal engineer at Amazon, which is extremely high up for a lot of years. The next thing we do immediately is we talk about how we've helped clients get promoted at, and it's, you know, the 10 biggest tech companies in the world. The next thing we do on the page is hear from people whose promotions we've sped up, right? And again, highlighting the company, highlighting their position, and highlighting the result that we got them. Another thing to note here is that Keini found that social proof is the most persuasive. It it drives the most conversion when the person can actually relate to the person giving the testimonial or the social proof. This is why often I think celebrity endorsements are impactful, but often honestly probably not the best thing to do if you can only have one because people know they're paid to do the endorsement. But on an example like this on this page, if you work at Airbnb, if you work at Amazon, like this is their ICP, people can immediately see that they've helped people at their company already, which again makes it a lot more persuasive.
Getting more into design. Now, I want to show you what bad design looks like as it relates to visual hierarchy. If you look at this website, this obviously looks extremely old, like it's from the 2000s, but also when you land here, your eyes have no clue where to go, right? Maybe you go like all 10 to 30% off, but you also see all of this. Like everything is just everywhere, right? There's absolutely no hierarchy. Another example here is on these two different uh pricing cards. When you land here, your eyes don't know where to go because everything is exactly the same. If you compare that to this option, you see that things are different colors or different weights. They're different sizes. That matters a lot as it relates to where your eyes should go.
And to show you again a really good example of this. If we go back to AG1, this is the landing page they are running. And I want to ask you when you see this page, where do your eyes go? They probably go first to the headline and then to Hugh Jackman and maybe third to the CTA, right? So those are the most three important pieces of the page. And why do your eyes go there? Well, one, white space, right? There's a lot of dead space on this page, and that's okay. It doesn't need to all be filled. And the second thing is just your eyes go naturally. It's a what's big and and just I don't know how it all works but they just go where they go right and if you're wondering about this one thing you can do is just take a screenshot of the initial fold of your website which is just the first part before you scroll and give it to something like Chad GBT or Claude and ask it hey where do you think people's eyes are going to go there's also softwares for this like IQ that can predict this for you I think it's called like a predictive IMAP is what this feature is called.
Another thing I often see is spacing just being way off right? So if you look here, there's nice even spacing between the headline and the sub headline. There's a little bit more above the CTA going to draw a little bit more prominence to that. And if I scroll down, everything's just nice and consistent. Often people either just have awkwardly too much space in between things or they just have things way too cluttered. It's one of those things that it's really hard to teach, but as you start to see and notice this and look for on websites, it's going to drive you crazy.
The fourth element that really matters as it relates to driving conversion on your landing page, but also just having a solid brand is branding. So, typically when you think of branding, there's a couple things you think of. One is fonts and one is colors. So, that's what we'll talk about right now. Typically, you want a couple different colors or at least weights inside of your fonts. So, you can see that here. He has AG1 has two different types of fonts from the headline to the body, which is also the same as a CTA. And I believe this headline is a slightly different color. They also have a few different background colors that they go throughout the page. And then the main kind of brand colors are this neon green, but then also this like AG1 green, which is the color that happens when you hover over it. And it looks like it's also similar to their logo. So you can see that style throughout the the whole page. Again, now with AI, I think it's pretty easy to find good color palettes that also lead to conversion. The other thing I would say here is don't just pick what looks good. But we were working with a client recently on redesigning their salesunnel and they sent us over their brand book and it's like everything is neutral and just looks exactly the same. Like it's like these really light pinks and tans and browns. And I sent them back a message. I was like, "Hey, these look great, but they're going to just blend right into the page." If you look at AG1 right now, again, going back to visual hierarchy and where your eyes go, we want the eye to go to the CTA, the call to action. So if you use too dim of colors, it's not going to have that effect. Again, we just don't want our landing pages to look like they were designed in, you know, 2003. We want this to look like a premium established business that somebody can trust.
If you want me to take a look at your salesunnel or landing page to see if there's things inside that are hurting conversions that you could just tweak to make more revenue, I'll put the link to my site underneath where you can grab a time to speak with me directly for free to see if there's things you can do to increase your conversion rate. If you enjoy this video, YouTube's algorithm thinks you'll enjoy this one as well. And lastly, I hate asking for this, but the data shows that about 75% of you are not subscribed. Again, I hate asking, but sadly, the YouTube algorithm pushes out content more when that ratio is better. So, if you wouldn't mind if you got value, please subscribe.