How To Build The PERFECT Landing Page — Transcript

Full transcript

1. 0:00I'm going to show you how to build the
2. 0:01perfect landing page right now
3. 0:03completely from a blank canvas and this
4. 0:05is the exact way that I build one on
5. 0:07real client work. I'll go block by
6. 0:09block, top to bottom, and show you the
7. 0:11exact order as well. My team and I have
8. 0:13built over 400 plus landing pages and I
9. 0:16personally audited north of 1500 of
10. 0:18them. I've also worked with brands that
11. 0:19are getting a few thousand visitors per
12. 0:21month to their landing page or website
13. 0:22and I've also worked with larger
14. 0:24enterprise clients that are getting
15. 0:25several millions of visitors per month.
16. 0:27And for those larger clients, my team
17. 0:29and I are conducting dozens of AB tests
18. 0:31every single month and we're constantly
19. 0:32in the trenches to figure out what works
20. 0:35and what doesn't work at the highest
21. 0:36level possible. So, before we start,
22. 0:38understand this one thing. A page that
23. 0:40converts is a complicated machine.
24. 0:42There's a reason that most pages only
25. 0:44convert at two to three percent and very
26. 0:46few convert at 15 or 25% like many of
27. 0:49the pages that we build and it has
28. 0:50nothing to do with the font or the
29. 0:52offer. The pages that work and convert
30. 0:54all follow the same anatomy. So, watch
31. 0:56me walk through the entire thing and by
32. 0:58the end, you'll have an exact skeleton
33. 1:00framework that you can follow. So,
34. 1:01getting right into it, to build the
35. 1:03perfect landing page, what we're going
36. 1:04to do is we're going to follow this
37. 1:06framework right over here. This is our
38. 1:07high converting landing page template
39. 1:09framework and I'll actually put a link
40. 1:11in the description below if you want to
41. 1:12access this. This is basically all of
42. 1:14the sections right at a high level and
43. 1:15kind of the blueprint of how to lay
44. 1:17things out, order to put sections in,
45. 1:19how to kind of write the copy and what
46. 1:20you want to mention in the headline, in
47. 1:22the body text, right? Kind of end to end
48. 1:24from top to bottom, which really, really
49. 1:26helps with the process of building
50. 1:27landing pages and this is something that
51. 1:29we use every single project whenever
52. 1:31we're building a landing page. So again,
53. 1:32if you want to follow along, grab a link
54. 1:34in the description below, you can access
55. 1:35it for free. So, the template and the
56. 1:37blueprint, right, fundamentally has
57. 1:39these five sections, right? It's
58. 1:40comprised of these sections here, which
59. 1:41is the hero section, the pain point
60. 1:43section, the social proof sections,
61. 1:45right, in which you want two to four,
62. 1:46the value props and the USP's in which
63. 1:48you want four to eight, and the
64. 1:49reduction of funds, which stands for
65. 1:50fear and uncertainty or doubts, in which
66. 1:51you typically want one or two. So, we're
67. 1:53going to break down all of this, but I'm
68. 1:54just giving you a high level framework.
69. 1:56Now, a lot of business owners and a lot
70. 1:58of agencies or freelancers doing this on
71. 1:59behalf of business owners start with the
72. 2:01design first, right? They'll design the
73. 2:03whole page, they'll create everything,
74. 2:04and this is actually a flawed way of
75. 2:06doing it. What my team and I do
76. 2:07differently to build high-converting
77. 2:09landing pages is we will start with the
78. 2:11copy first. Copy just means messaging,
79. 2:13and only once we have the copy or
80. 2:14messaging nailed down, then we will do
81. 2:16the design after, and we will build the
82. 2:18design around the messaging, right? It's
83. 2:20not the other way around. We don't do
84. 2:22design and then copy later. We do copy
85. 2:24first and then build the design around
86. 2:26the copy, and this is what gets really
87. 2:27high-converting pages. Okay, so how do
88. 2:29you do this? So, take your dream
89. 2:30outcome, right? Whatever the end goal is
90. 2:32that people want to achieve. If you're a
91. 2:33dentist, it's a brighter, wider smile.
92. 2:35If it's fitness, the goal is losing
93. 2:36weight or getting stronger. If it's a
94. 2:37SaaS company, you're cutting time or
95. 2:39making people more money. Take that
96. 2:41dream outcome or offer, and I want you
97. 2:42to kind of dissect it down into the
98. 2:44inner workings of that offer. For
99. 2:46example, let's say your offer is weight
100. 2:48loss, right? The goal is for people to
101. 2:49lose 20-plus pounds in 12 weeks as an
102. 2:51example. What are all of the things that
103. 2:53make up that offer? It's the fact that
104. 2:55you have weekly check-ins and progress
105. 2:56reviews. It's the fact that you have
106. 2:57certified coaches. It's the fact that it
107. 2:59only takes 4-plus hours a week to change
108. 3:00your body. It's the fact that you have
109. 3:01personalized onboarding. The 1-week free
110. 3:03trial to see results or your money back.
111. 3:05The done-for-you meal planning. The fact
112. 3:07that over 4,000 people have gotten
113. 3:08results, right? All of the different
114. 3:10facets that make up the offer, and your
115. 3:12goal is to list as many things as
116. 3:14possible that are unique, but don't be
117. 3:16repetitive. And remember that the
118. 3:18design, when we build the design, it's
119. 3:20going to be strategic and it's going to
120. 3:21be wrapped around every your messaging
121. 3:23or copy is trying to say because it
122. 3:24should serve a purpose. Very, very
123. 3:25important. Just remember this one note,
124. 3:27I'm going to say it once more. The
125. 3:28design should be strategic and wrapped
126. 3:30around whatever your messaging or copy
127. 3:31is trying to say, not the other way
128. 3:33around. All right, so now with that out
129. 3:35of the way, let's go right into building
130. 3:36the page. So, the first section, right?
131. 3:38This top area here in our template, is
132. 3:40what we call the above the fold. This is
133. 3:42the topmost section of any landing page
134. 3:44that's immediately visible upon landing,
135. 3:46and it's the only section that 60% of
136. 3:48people statistically will never scroll
137. 3:50past. To visualize this, right? On
138. 3:52average, 60% of people will never scroll
139. 3:55past and see the information here, the
140. 3:56information here, the value props here,
141. 3:58the social proof, all of the information
142. 4:00underneath if you don't nail down the
143. 4:02section, right? That's the average, but
144. 4:04obviously our goal is to be above that
145. 4:05average and to get people to scroll down
146. 4:07and click through on the call to action
147. 4:08buttons on the page. Okay, so how do we
148. 4:10nail down the hero section and the above
149. 4:11the fold? It all starts with this first
150. 4:13part here, which is the dream outcome or
151. 4:15what's in it for me, right? AKA your
152. 4:17headline. So, the mistake I often see is
153. 4:19a lot of landing pages will explain who
154. 4:20they are, what they do, right? In their
155. 4:22headline. You don't want to do that,
156. 4:23right? You just want to lead with what
157. 4:25is that one big core promise and why I
158. 4:27should care in 5 seconds or less and
159. 4:29making sure that that's crystal clear in
160. 4:31just your headline. Again, stick with me
161. 4:32cuz I'm going to go through examples and
162. 4:33I'm going to show you exactly how to do
163. 4:35this momentarily. The next thing you
164. 4:36have is your sub headline. The sub
165. 4:38headline basically explains how you
166. 4:40achieve whatever it is that you just
167. 4:42mentioned in your headline. I argue
168. 4:43sometimes that the sub headline is just
169. 4:45as important as a headline because
170. 4:46again, you're adding context. If you
171. 4:48just say, "Lose 20+ pounds." Sure, it
172. 4:50sounds great, but how do I do that? How
173. 4:52do you do that, right? That needs to be
174. 4:53clear in your sub headline. The next
175. 4:54thing you have is social proof, right?
176. 4:55So, we typically have two forms of
177. 4:57social proof above the fold, right?
178. 4:58Meaning at the top part of the page. So,
179. 5:00social proof one and social proof two.
180. 5:01So, social proof is anything that builds
181. 5:02trust with people, things like reviews
182. 5:04or testimonials. This could be things
183. 5:05like stats. This could be things like
184. 5:07featured publications. These are all
185. 5:08examples of social proof. Next, we have
186. 5:10one call to action button, right? So,
187. 5:12that's the main action you want people
188. 5:13to take. We'll go through examples of
189. 5:14these shortly, but you just want to make
190. 5:16it clear, right? What exactly are people
191. 5:17getting? The next thing we have is
192. 5:18reduce friction and FUDs. So, this
193. 5:20stands for fear, uncertainty, doubts,
194. 5:21right? So, you know, for example,
195. 5:23money-back guarantee, your return
196. 5:24policy, your warranty. These are all
197. 5:26examples of reducing FUDs. And the final
198. 5:28thing we have, which is super important,
199. 5:30is an image or video that helps
200. 5:32reinforce your core value prop and
201. 5:34articulate what it is you do. So, in
202. 5:36other words, your image or video should
203. 5:37either show people the thing that they
204. 5:39get or the outcome that they want. And
205. 5:41for those who are wondering, this is the
206. 5:42mobile design, right? So, everything
207. 5:44kind of stacks up on top. And again,
208. 5:45your goal is to fit at least at least
209. 5:47all of this above the fold, right?
210. 5:49Meaning immediately visible without
211. 5:50scrolling down. All right, so let's
212. 5:52break this down exactly how to do this
213. 5:53step-by-step. So, the first thing as I
214. 5:55mentioned was the headline, right? The
215. 5:56dream outcome or what's in it for me.
216. 5:58Now, the framework that I like to use
217. 5:59for this is a three-step framework up
218. 6:01here, which is basically end result,
219. 6:03right? So, what's the end result? Is it
220. 6:05getting better skin, losing 20 lb,
221. 6:07increasing your revenue? Try to quantify
222. 6:08it wherever possible. Plus the time
223. 6:10period, right? So, the time period if
224. 6:12it's applicable would be within 24
225. 6:14hours, within 7 days, right? Whatever
226. 6:15the time period is and when people can
227. 6:16get results. And then finally, you have
228. 6:18the emotional payoff, which is what is
229. 6:20the emotional end result as a byproduct
230. 6:23of the end result. So, for example,
231. 6:25right? Let's say it's losing 20 plus
232. 6:27pounds. What is the emotional outcome as
233. 6:28a result of that, right? It's the fact
234. 6:30that you can feel better in your
235. 6:31clothes, right? That's what people
236. 6:33emotionally get out of it. And for the
237. 6:35sub-headline, right? Again, you're just
238. 6:36adding context. So, what I like to do
239. 6:38here is stop doing X number Y. So, let's
240. 6:40say tired of, you know, pain point, our
241. 6:42solution does XYZ thing. And then you're
242. 6:44just listing out the three to four
243. 6:46biggest value props that help you
244. 6:48achieve whatever it is you mentioned in
245. 6:49your headline. [clears throat] Okay, so
246. 6:50I'm going to go through a series of
247. 6:51different examples here. I've just
248. 6:52anonymized the phone number cuz these
249. 6:53are actual client examples here. And I'm
250. 6:55going to walk through all of the
251. 6:55elements, right? So, number one, this is
252. 6:57for a bathroom and kitchen remodeling
253. 6:58business, right? I have desktop and
254. 7:00mobile screens both. The headline here
255. 7:02is finally get the bathroom and kitchen
256. 7:03you've been wanting, right? This is
257. 7:05actually the emotional outcome because
258. 7:07people have been thinking about getting
259. 7:08a bathroom and kitchen for a long time,
260. 7:10right? They've always been dreaming
261. 7:10about it and wanting it, but they
262. 7:12haven't really pulled the trigger. So,
263. 7:13we're kind of appealing to that
264. 7:14emotional side by saying get the
265. 7:16bathroom and kitchen you've been wanting
266. 7:18and we're using the word finally. Then,
267. 7:20we have the end result here, which is,
268. 7:22you know, a kitchen or bathroom that's
269. 7:23modern, that works better, and makes
270. 7:25daily life easier. For them, the time
271. 7:26period is not applicable, so we haven't
272. 7:28mentioned it here, right? Again, it
273. 7:29depends on your business. For the
274. 7:30sub-headline, we have tired of an
275. 7:32outdated bathroom or kitchen, right? So,
276. 7:33that's leading with the pain point. And
277. 7:35then for the solution, right? We're
278. 7:36saying work with a family-run team, no
279. 7:38subcontractors, that keeps you updated
280. 7:40and stays on time and budget, right? So,
281. 7:41we're just listing three or four
282. 7:43benefits that are kind of related and
283. 7:45complement the headline over here. Then,
284. 7:46we have our two forms of social proof,
285. 7:48so social proof one and social proof two
286. 7:50over here, which again, if you look at
287. 7:51our framework, right? Social proof one,
288. 7:52social proof two. We have our CTA
289. 7:54button, so we have book free consult and
290. 7:56we also have a phone number cuz they
291. 7:57want, you know, phone inquiries as well.
292. 7:59And then, we have the reduction of
293. 8:00fudge, right? So, reducing fear and
294. 8:01uncertainty. Again, this is going to be
295. 8:03different for every business. So, here
296. 8:04you can see we have no subcontractors,
297. 8:06right? Which is a big pain point for
298. 8:07people, transparent pricing, and 100%
299. 8:09satisfaction guarantee. Now, the final
300. 8:11thing that we do, and this is where I
301. 8:12say that the design should be
302. 8:13strategically thought out, right?
303. 8:14Remember I said this before, design
304. 8:16should be strategic to complement the
305. 8:17offer. The offer here and the copy,
306. 8:19since we did the copy first, it's
307. 8:21getting the bathroom or kitchen you've
308. 8:22always been wanting that's modern, works
309. 8:24better, and makes daily life easier.
310. 8:25From a design perspective, there's so
311. 8:26many different avenues we can go. Again,
312. 8:28if I'm thinking strategically about it,
313. 8:29what I was thinking was I want to show
314. 8:31multiple pieces of work because it's
315. 8:33bathroom and kitchen, so there's two
316. 8:34different things. So, rather than just
317. 8:36showing one image or two images, we want
318. 8:38to show multiple images, but at the same
319. 8:40time, we're also saying in our value
320. 8:41prop, and since I wrote the copy first,
321. 8:43one of their value props is a family-run
322. 8:45team, right? There's no subcontractors.
323. 8:46From a design perspective, the way that
324. 8:48I wanted to strategically use the design
325. 8:50to complement the copy was having this,
326. 8:52you know, multiple image design here,
327. 8:54which basically strolls up and down.
328. 8:56Just so you can see the live website and
329. 8:57see what it looks like. This is exactly
330. 8:58it, right? So, we're showing off
331. 8:59multiple pieces of work, bathrooms and
332. 9:01kitchens, and look at how we're also
333. 9:03showing photos of their team there,
334. 9:04right? We're highlighting the family-run
335. 9:05team. It feels very human, it feels very
336. 9:07personal, and this ultimately
337. 9:08contributes to a large increase in
338. 9:09conversions as well. And this is a
339. 9:11mobile design, right? Everything stacks
340. 9:12up on top. Another example here, right?
341. 9:14Again, social proof one, social proof
342. 9:16two, really, really strong headline.
343. 9:17This is for our MedSpa client, right?
344. 9:19So, feel like yourself again, that's the
345. 9:20emotional benefit, with smoother,
346. 9:22brighter skin that looks natural, right?
347. 9:23That's the end result. We then explain
348. 9:25how in the sub-headline here, and we
349. 9:27have all of the same principles, but the
350. 9:28thing that I want to highlight is again,
351. 9:30the design here is strategically thought
352. 9:32out to complement the offer. Because we
353. 9:35we to show that, you know, their MedSpa
354. 9:37helps people with all different skin
355. 9:39types and all different offers and it's
356. 9:40a scientific process that helps people
357. 9:42get results. We strategically chosen
358. 9:44this design here by not just showing one
359. 9:46before and after, but showing multiple
360. 9:47before and afters that scroll up and
361. 9:49down in the same format that I shared
362. 9:50before. Now, let's say for our dentistry
363. 9:52client, right there, cosmetic dentist
364. 9:54based in the UK, we want to now show our
365. 9:56offer and our copy is focused around
366. 9:58finally feeling confident showing off
367. 10:00your smile. The feeling of confidence
368. 10:02like a lot of people have insecurities
369. 10:03around showing their smile when their
370. 10:04teeth are not good. And so, here, this
371. 10:06is the copy that we wrote first and then
372. 10:08the design is strategically thought out,
373. 10:11right? It's strategic because she's
374. 10:12looking at the copy on desktop and
375. 10:14obviously on mobile she's not, but it's
376. 10:16still a good image because she's smiling
377. 10:19showing off her teeth and we're showing
378. 10:20one image, right? One core image, which
379. 10:22is what we're trying to focus on here.
380. 10:23And then again, the social proof here,
381. 10:25for them, statistics didn't really make
382. 10:27sense because for them their offer's
383. 10:29very visual. So, the social proof is
384. 10:31also strategically thought out, right?
385. 10:32Instead of just showing stats like the
386. 10:33examples I shared above, we're actually
387. 10:35showing before and afters right there
388. 10:37and then. Here's another example for our
389. 10:39therapy client, right? Again, I'm not
390. 10:40going to focus on this stuff cuz you've
391. 10:41already seen it, but I'm focusing more
392. 10:43on the images here. So, the value prop
393. 10:45is finally feel understood, supported,
394. 10:47and in control from the first session.
395. 10:48How do we communicate this from the
396. 10:50design? We want people to feel a sense
397. 10:52of warmth, a sense of understanding, a
398. 10:54sense of supportiveness. So, we show off
399. 10:55their therapist, all smiling, all happy
400. 10:58to create that sense of warmth and that
401. 10:59emotional connection. So, again, the
402. 11:01design is strategically thought out to
403. 11:03achieve this copy over here and it's
404. 11:05thought around the copy. Okay, so now
405. 11:07that we've covered the above the fold,
406. 11:08the next section we have on our list is
407. 11:10either one of two things, right? You
408. 11:11either have social proof right after, so
409. 11:13things like stats, testimonials, case
410. 11:15studies, results, or right, the second
411. 11:17version here, which again will be a link
412. 11:18in the description below for both
413. 11:20layouts, is the pain point. So, you
414. 11:21address the largest pain point that you
415. 11:23solve. The context in which you would
416. 11:24use either one of these will depend on
417. 11:26your traffic source and on the
418. 11:27complexity of your offer. If you're
419. 11:28running Google Ads for example, right?
420. 11:30This tends to be high intent. Let's say
421. 11:31somebody's searching up laser eye
422. 11:33surgery company in London, UK, for
423. 11:35example. And they're clicking on a
424. 11:36Google ad, right? They have already
425. 11:37expressed interest in looking for your
426. 11:39service, right? Cuz they're directly
427. 11:40searching it on Google. So, in that
428. 11:41scenario, you want to go with option one
429. 11:44over here, which is leading with the
430. 11:45social proof first, right? As the first
431. 11:47section after your topmost section.
432. 11:49Because people are already high intent,
433. 11:50right? They're looking for your service.
434. 11:52They're coming from Google Ads, which is
435. 11:53a warmer traffic source, and they're
436. 11:54directly searching for what you want.
437. 11:56And so, you don't need to go into a ton
438. 11:57of pain point building and a ton of
439. 11:58education. You just want to have social
440. 12:00proof so that people trust your company
441. 12:01and are comfortable taking the next step
442. 12:03as quickly as possible. However, let's
443. 12:05say you're running Meta Ads, where it's
444. 12:06more interruption-based. So, people are
445. 12:07just scrolling through, they see an ad,
446. 12:09they're like, "Oh, this is interesting.
447. 12:10Let me click on this." They are not
448. 12:11directly looking for your service,
449. 12:12right? They have just clicked on an ad
450. 12:14that they found interesting. They might
451. 12:15actually need your service, they just
452. 12:16don't know why they need it, right? Or
453. 12:18why they should take action today. So,
454. 12:19you want to kind of build pain point and
455. 12:21lead with the second design over here,
456. 12:23right? Which is a pain point, where
457. 12:24you're basically talking about all of
458. 12:26the pain that people experience, kind of
459. 12:27acknowledging what they're going
460. 12:28through, and you want to compliment this
461. 12:30with your unique value prop
462. 12:31differentiator. So, you either put the
463. 12:32section if your traffic source is
464. 12:34colder, like Meta Ads, or if your
465. 12:35offer's a bit more complex. Let's say
466. 12:37it's something that's not as easy to
467. 12:38understand, like some sort of software
468. 12:39product or B2B company, right?
469. 12:41Typically, that's where you want to lead
470. 12:42with the pain point. Or if you're doing
471. 12:43Meta Ads. Okay, so showing this in
472. 12:45action here. This is our solar panel
473. 12:47cleaning client, right? So, they're
474. 12:48running Google Ads, where people are
475. 12:49searching for solar panel cleaning near
476. 12:50me. This is high intent. They're
477. 12:52searching for the service. Right after
478. 12:53the above the fold, the top section, we
479. 12:55go straight into the social proof,
480. 12:56right? Couple things strategically that
481. 12:58we do here is we leverage something
482. 12:59called wall of love, where we're showing
483. 13:01a bunch of reviews up front, right?
484. 13:02Where we're just making people consume
485. 13:04the vast amount of proof. Even if they
486. 13:05don't read this, just showing this on
487. 13:07its own makes people trust your company.
488. 13:08It's a psychological thing. On mobile,
489. 13:10right? What we do is we show the reviews
490. 13:12up front. So, we make people read
491. 13:14through all of the reviews over here,
492. 13:15right? One by one. We're not hiding it
493. 13:17in a carousel. Now, people will often
494. 13:19say, "You're making people scroll. The
495. 13:20page is too long." That's actually not
496. 13:21true, okay? People do read the reviews,
497. 13:24and you want people to see the reviews.
498. 13:25When you put it in a carousel, less than
499. 13:272% of people statistically, 1 or 2% will
500. 13:30actually click through to the second,
501. 13:31third, fourth slide. I want people to
502. 13:33read the reviews and that's why we show
503. 13:34it up front. We're not hiding it over
504. 13:35here. Very similar example for our
505. 13:36personal training client, right? We have
506. 13:38the above the fold here that follows all
507. 13:39of the same principles that I alluded to
508. 13:41earlier and right after that we go
509. 13:42straight into the social proof. So,
510. 13:44we're showing tons and tons of reviews,
511. 13:45before and after results and again on
512. 13:47the mobile version, right over here, as
513. 13:49you scroll down, you can see we're not
514. 13:50hiding it. We're showing it all up
515. 13:51front. One thing that's important noting
516. 13:53for the headline, we're not saying
517. 13:54something generic like our testimonials,
518. 13:56our reviews, see what our customers say.
519. 13:58Or the one with ChatGPT that I see now
520. 14:00every single day is real people, real
521. 14:01results. That's a horrible headline.
522. 14:02Please do not use that. You want to lead
523. 14:04with the benefit. So, join thousands who
524. 14:06stopped over paying and lowered their
525. 14:07energy bills fast. That's like a very
526. 14:09strong, powerful reason as to why I
527. 14:11should even reach out. And then even
528. 14:12here, join hundreds in Toronto getting
529. 14:14leaner, fitter and in the best shape of
530. 14:15their lives, right? That's a real reason
531. 14:17for me to read these reviews and give me
532. 14:19an incentive to take the action here of
533. 14:21booking a one-on-one session. Okay, so
534. 14:22we covered this use case of social
535. 14:24proof. Now, let's cover examples of
536. 14:25this, which is a pain point section
537. 14:27which goes right after the above the
538. 14:28fold, right? If you're doing meta ads or
539. 14:30colder traffic. There's two different
540. 14:32ways of illustrating this visually,
541. 14:33right? From a design perspective. And
542. 14:34again, the whole goal is to create the
543. 14:36design around the copy and the offer. If
544. 14:37I'm thinking about my bathroom
545. 14:39remodeling client, right? We have the
546. 14:40above the fold over here, we have before
547. 14:42and afters and then I'm trying to think,
548. 14:44how do I show the pain point section,
549. 14:45right? So, for them the pain point
550. 14:46section makes a lot of sense because,
551. 14:48you know, people have the pain point of
552. 14:49an outdated bathroom, right? And they
553. 14:51want to upgrade. What we did from a
554. 14:52design perspective, since their offer is
555. 14:54very visual, we actually chose a visual
556. 14:56section where we're showing the before
557. 14:58and after by showing an image, right?
558. 15:00Over here and the after and then we're
559. 15:02highlighting all of the pain points
560. 15:03associated with their bathroom before
561. 15:05and all of the benefits that they can
562. 15:07get as a result of the after. Again,
563. 15:09this section was strategically chosen
564. 15:11around their offer and design, right?
565. 15:13And this is what the mobile looks like.
566. 15:14It just stacks up on top. For our
567. 15:16logistics client, right? They basically
568. 15:18help companies save money on hidden fees
569. 15:20that they're owed, right? It's a bit
570. 15:21more complex because a lot of people
571. 15:23don't even know that they're owed this
572. 15:24money. Right after the hero section,
573. 15:26what we do is we go into the pain point.
574. 15:27It's a little bit different of a pain
575. 15:29point section. There's no way to show
576. 15:30this visually, so instead, we do it
577. 15:32through long-form copywriting, right?
578. 15:34And messaging, which is pure as the
579. 15:35purest, just speaking directly to what
580. 15:37people care about, and speaking to them
581. 15:39on a human level, right? So, saying, you
582. 15:41know, you're losing this amount, you
583. 15:42just don't know it yet. And then we're
584. 15:43highlighting all of the different
585. 15:44things, right? The pain points over
586. 15:46here, we're highlighting the missed
587. 15:47amount of revenue that they could be
588. 15:48making, and then we're highlighting the
589. 15:50solution over here, right? Like how much
590. 15:51they could be saving, the fact that
591. 15:53we've recovered over $30 million in
592. 15:54hidden fees. This section makes complete
593. 15:56sense for them because number one, their
594. 15:58offer's complex, and number two, they're
595. 16:00running meta ads where people don't
596. 16:02exactly know that they need this, but
597. 16:03they need a reason to know why they need
598. 16:04it. And so, this gets the point across
599. 16:06very effectively. So, we have three
600. 16:08different things here. So, the framework
601. 16:09I like to follow for this long-form
602. 16:10copy, which by the way, people do read,
603. 16:12don't get mistaken and think that wow,
604. 16:14this is so much copy, people won't read
605. 16:15this. I have the data to prove that
606. 16:16people do read this, so they definitely
607. 16:17do read it. You go problem, right? So,
608. 16:19you say, "Do this, XYZ? Does this sound
609. 16:21like you?" And then you agitate the
610. 16:23problem, so you kind of tell them,
611. 16:24"Because you're experiencing these pain
612. 16:25points, you're missing out on moments
613. 16:26with your kids. You're missing out on,
614. 16:28you know, family time." Talk about all
615. 16:29the things they're missing out on. And
616. 16:30then you talk about how your solution
617. 16:32solves their problem, right? So, it's
618. 16:34like a three-step framework. All righty.
619. 16:35So, we've covered the hero section,
620. 16:36we've covered the social proof for the
621. 16:37pain point. The next section on our list
622. 16:39now is the value prop sections, right?
623. 16:41The value props are basically the
624. 16:42biggest benefits of your product or
625. 16:44service, and what that solves for
626. 16:45customers. Product or service meaning
627. 16:46even if you're selling a course. All of
628. 16:48your different value props, right? And
629. 16:49what's in for me, you want multiple of
630. 16:51these throughout the page. Now, the
631. 16:52reason I had you write the copy first
632. 16:54and come up with the points, right? If
633. 16:55you remember in the beginning of the
634. 16:56video, all of these different things
635. 16:57over here, these are going to plug into
636. 16:59your value props, right? These are going
637. 17:01to plug into all the value props on your
638. 17:03page, right? And you're going to try to
639. 17:04fit them into each of these. There's two
640. 17:06things to remember whenever you're
641. 17:07writing the value props, right? Because
642. 17:08again, we're going to start with the
643. 17:09copy first, and then we're going to do
644. 17:10the design after. The first thing is you
645. 17:12want to combine the benefit with the
646. 17:13feature. Example, for headphones,
647. 17:15wireless headphones, the feature is that
648. 17:17it's wireless. Benefit is that you can
649. 17:19listen to music stress-free without
650. 17:21having to deal with tangled cords. The
651. 17:22feature for a skincare product, right,
652. 17:24is high-quality natural ingredients, but
653. 17:26people don't care about that on its own.
654. 17:28What they care about is a benefit, which
655. 17:29is enjoying smoother natural skin with
656. 17:31no harsh chemicals. So, that's the first
657. 17:33thing. The second thing you want to
658. 17:34remember with your headlines is you want
659. 17:36to operate under the mindset that
660. 17:37somebody will just read your headlines
661. 17:38and nothing else on your page. So,
662. 17:40imagine somebody doesn't read through
663. 17:41this, but they only read this headline.
664. 17:43Is the benefit clear in just a headline
665. 17:45alone? So, when you read this headline
666. 17:46that we did for our client, get full
667. 17:47visibility into your shipping cost in
668. 17:50one clean dashboard and save 30 plus
669. 17:51hours a week. This is incredibly packed
670. 17:53with value, and if I don't even read
671. 17:54this, this is already a huge incentive
672. 17:57and kind of makes me pre-sold. Okay, so
673. 17:58that's how you write the copy. Now, for
674. 18:00the design, right, and the way you do
675. 18:02the design, this depends entirely on
676. 18:04what your copy is and what your company
677. 18:06is and what your offer is, right? Again,
678. 18:07we want to be strategic about it. So,
679. 18:08let me just show you a couple examples
680. 18:10for inspiration. So, for our fitness
681. 18:11client, right, they basically have kind
682. 18:13of like a circuit offer, right? It's
683. 18:14like a, you know, three, four, five-day
684. 18:16program, flexible to your schedule, but
685. 18:18people are doing exercises on a weekly
686. 18:19basis. Rather than just using like a
687. 18:21generic layout like this, right, which
688. 18:23doesn't really make sense for the offer
689. 18:25and the copy, again, we're working
690. 18:26backwards. So, the offer or the copy is
691. 18:28adapting to three, four, or five-day
692. 18:30schedule, right? We wrote the copy
693. 18:31first, right? We wrote the offer first.
694. 18:33Once we have that value prop written,
695. 18:34then we try to make the design
696. 18:37complement the offer, wrap around the
697. 18:39offer, and wrap around the copy. So, you
698. 18:40can see with the design here, it's very
699. 18:42strategic. We're actually showing in
700. 18:44this kind of grid format all of the
701. 18:45different exercises you can do, and we
702. 18:47also put this guy over here that says
703. 18:48that sessions are only 60 minutes or
704. 18:50less. So, it's a very creative layout,
705. 18:51and this is the mobile design over here,
706. 18:53right, to kind of communicate what we're
707. 18:54trying to say very effectively. Here's
708. 18:55another great example for our education
709. 18:58client. They basically offer mediation
710. 18:59courses. With this design over here,
711. 19:01we're strategically choosing the design
712. 19:03around the copy. The copy is low-cost
713. 19:06profitable practice with 100% online
714. 19:08training. So, we're trying to show
715. 19:09people, "Look, you can be making $200
716. 19:11per hour. You can be making 250k per
717. 19:13year. You can learn skills that are
718. 19:14always in demand. We show a little photo
719. 19:15here to build emotion. And then we
720. 19:17actually say, you after our program. And
721. 19:19we're kind of like doing a little
722. 19:21LinkedIn profile, like a mini profile.
723. 19:23It's strategic design here. Where we're
724. 19:24saying like hard skills, client impact,
725. 19:26lifestyle upgrades, your income, your
726. 19:27first 90 days. So we built the design
727. 19:30around this kind of unique business,
728. 19:32which is education and offering courses.
729. 19:34Another great example for our franchise
730. 19:36client, right? So they offer pool safety
731. 19:37fences, like a franchise for that. We're
732. 19:39trying to show people the income
733. 19:40potential. So here, the design is very
734. 19:42beautifully done to show a progression.
735. 19:44This is your initial investment. This is
736. 19:46your average revenue potential. This is
737. 19:47your average gross profit you could be
738. 19:49making, right? And then we show this
739. 19:50design here, like vertically on mobile,
740. 19:52just showing the progression, right?
741. 19:53From here to here to here. So again, the
742. 19:55offer is how much money and profit you
743. 19:56can make, but we're showing the linear
744. 19:58progression from a design perspective to
745. 19:59illustrate that. Now, if you're selling
746. 20:01courses, one thing that we like to do
747. 20:02for value props is we like to highlight
748. 20:04the bonuses. So you want to make people
749. 20:05feel like what they're getting is a
750. 20:06no-brainer. So we'll highlight all these
751. 20:07different bonuses here. We'll scratch
752. 20:09out the original price, and we'll show
753. 20:10people that they're getting it for free.
754. 20:12Here's another example of a great
755. 20:13layout, right? Where we show a little
756. 20:15visual of the course that they're
757. 20:16getting, and we show them, you know, all
758. 20:18the things that they're getting in the
759. 20:19course. All the things that are covered
760. 20:20in each module as well, right? So this
761. 20:22is an example of how the design is
762. 20:23strategically thought out to complement
763. 20:25the offer of what is included in each of
764. 20:27your modules. Sometimes, for some
765. 20:28offers, we want to show multiple images,
766. 20:30right? Again, for our fitness client,
767. 20:32we're trying to show, "Hey, you can
768. 20:33build lean muscle, burn fat, and end the
769. 20:34guesswork." So we show multiple images
770. 20:36of women because it's makes complete
771. 20:37sense for their business, for their
772. 20:38offer, and what they're kind of selling.
773. 20:40So hopefully you get the point of what
774. 20:41I'm trying to say here. Now, we have the
775. 20:43how it works section, right? So here,
776. 20:44what you're trying to do is you're
777. 20:45trying to show people how the process
778. 20:47works from point A to point B, and make
779. 20:49people feel as if they can get results
780. 20:51effortlessly. So for our lawn care
781. 20:53client, what we're trying to show here
782. 20:54visually is from step one to step four,
783. 20:57how you can enjoy the process of getting
784. 20:58a beautiful, great lawn. Visually, we're
785. 21:00showing the step one, step two, step
786. 21:01three, step four. We're showing one
787. 21:03great image here of a beautiful lawn.
788. 21:04All of all of
789. 21:05are super benefit oriented. Get your
790. 21:07free estimate, we create your plan, we
791. 21:09start schedule treatment, sit back and
792. 21:11enjoy a great lawn. It's not just saying
793. 21:12step one, step two, step three, step
794. 21:13four because again, people will just
795. 21:15read these headlines so you want to pack
796. 21:16it with a ton of value. Even when you
797. 21:17look at the headline here, get the lawn
798. 21:19you've always wanted in four simple
799. 21:20steps. It's not just saying how it
800. 21:22works, it's saying the actual benefit.
801. 21:23Now, here's another example for another
802. 21:25client for a dentistry client where
803. 21:26we're showing this should actually be
804. 21:27step three and this should be step four
805. 21:29but you get the point. Step one, step
806. 21:30two, step three, step four and we're
807. 21:31showing images for each of the steps,
808. 21:33right? So again, it's strategic because
809. 21:34you know for this one, it's kind of hard
810. 21:36to show people getting their free
811. 21:37estimate. We don't want to put like a
812. 21:38stock quote for that or stock image,
813. 21:39sorry. But for this, we can actually
814. 21:41show an image for each step, right? It
815. 21:42makes complete sense for their specific
816. 21:44business, for their offer. And for our
817. 21:46med spa client, for the how it works,
818. 21:48we're showing off their five-step proven
819. 21:49system. So we want to show off each of
820. 21:51these different steps. And so again, the
821. 21:52design is strategic where we're actually
822. 21:54showing each step with before and after
823. 21:56results, with an explanation of how each
824. 21:59one works, right? And it's again a
825. 22:00strategic design, right? This is the
826. 22:02mobile design here. Okay, so as we make
827. 22:03our way towards the bottom of the
828. 22:04template, this FAQ section. This is
829. 22:06basically just FAQs and you also want to
830. 22:08reduce like fear and uncertainty so
831. 22:09things like your warranty, your
832. 22:10money-back guarantee if it's applicable,
833. 22:12not every business has one, it doesn't
834. 22:13need to have one but these are some
835. 22:14examples here. So for our solar panel
836. 22:16cleaning client, we have this little
837. 22:17design here. Nothing crazy, just simple,
838. 22:19right? Little badge. And same thing here
839. 22:21for another client of ours. For the
840. 22:22FAQs, it's just as simple as this,
841. 22:24right? You're literally just showing
842. 22:25drop-downs and FAQs. Okay, the final
843. 22:27section on your page is what I call the
844. 22:28closer section, right? So if people have
845. 22:30scrolled this far, usually they have
846. 22:32some sort of lingering doubt and you
847. 22:33want to give them some sort of incentive
848. 22:35to take action today, right? You want to
849. 22:36create urgency. So it's almost the same
850. 22:38thing as the above the fold up here.
851. 22:40It's basically a mini above the fold if
852. 22:41you will, right? So we just have final
853. 22:43recap, sub headline, CTA button, social
854. 22:46proof and then your form on the
855. 22:48right-hand side. Form or whatever it is,
856. 22:49depending if you're selling a course or
857. 22:50something which I'll go through. So for
858. 22:52example here for our course client, we
859. 22:53have the headline, we have a couple
860. 22:55benefits, we have the social proof here,
861. 22:57the social proof here and then we have
862. 22:58the actual membership. So for them, we
863. 23:00do like a quarterly and an annual to
864. 23:02kind of push them towards a higher
865. 23:03ticket item. So, this tends to work
866. 23:04really well. If you are a B2C company or
867. 23:06let's say you're B2B, you might want to
868. 23:08have a form here instead. So, for a
869. 23:09solar panel cleaning client, we have a
870. 23:10headline here, we have the social proof,
871. 23:12we have the phone number, we have the
872. 23:14form on the right, and then we typically
873. 23:16kind of like have, you know, a headline
874. 23:17as to why they should fill out the form,
875. 23:19three to four bullet points of what they
876. 23:20can expect, the form fields, and then
877. 23:21get instant price, like the quote
878. 23:23button, and then typically we'll have
879. 23:24another form of social proof here. So,
880. 23:25like I said, it's very similar to the
881. 23:27top above the fold, it's just in a
882. 23:28different format. So, that's a perfect
883. 23:30landing page block by block, the exact
884. 23:31way that I build it on real client work.
885. 23:33Same process every single time from hero
886. 23:35to footer. Each block doing one job and
887. 23:37handing the visitor to the next. Now,
888. 23:38while this video goes through the
889. 23:39foundational anatomy, there's a lot of
890. 23:41AB tests that we've conducted at our
891. 23:43agency for our larger enterprise
892. 23:44clients, and there's a lot of miniature
893. 23:46decisions and psychological things that
894. 23:48goes into how we execute all of these
895. 23:50different sections from a copywriting
896. 23:52design perspective that I haven't got
897. 23:53the chance to cover in this video. So,
898. 23:55click this video here next where I walk
899. 23:56through the exact CRO process that we
900. 23:58use for our larger enterprise clients
901. 24:01who are getting several millions of
902. 24:02visitors to their landing page or
903. 24:03website every single month. I'll see you
904. 24:05over there.