If You Only Watch One Landing Page Video, Make It This

Did that changing just one specific section of your landing page can double your conversion rate in just a few weeks? I know this because I've audited over 1,500 plus landing pages across local service-based companies, low-ticket, high-ticket courses, home service, education, premium clinics, B2B SaaS, you name it. And I've personally

SaaS, you name it. And I've personally tested hundreds of different landing pages to see what increases your leads and sales. So, in the next few minutes, I'm going to show you everything that I've learned so that you can start turning your landing page visitors into buyers. So, the mistake that I see most businesses make, and many agencies make this mistake on behalf of their clients, is they will

many agencies make this mistake on behalf of their clients, is they will start with the design of the landing page first. They build a page that looks good, ? They'll follow some template online, and they'll make the design look great and focus all their energy on the design, and then they treat the copy, ? The messaging, as an afterthought. They'll either follow best practices online,

either follow best practices online, ? They'll copy a competitor because they think if it works for them, why can't it work for you? Or, what's most common these days is using ChatGPT or Claude to write your copy for you. The big problem with this is that AI does not write good, high-converting copy out of the box. Especially if you're a copywriter, ? If you don't

you're a copywriter, ? If you don't even know what you're doing from a copy perspective, and you're just taking exactly what ChatGPT or Claude spits out, ? The copy is not good, trust me. The thing with copy or messaging is it's very nuanced, ? There's a lot of human emotion and intuition involved, and there's a lot of gut feeling that you can only get based on experience.

you can only get based on experience. And so, since most business owners, or even agencies or freelancers for that matter, don't really have that expertise, they simply just take exactly what AI gives them, and they publish that live. And the mistake with this is all of the copywriting on a multitude of different pages sounds the exact same, ? I've seen five pages in

? I've seen five pages in the last few days all had the same copy that said, "Real people, real results." If I see this again, I'm going to lose it. Because this headline means nothing, ? It adds no value, and you can obviously tell it's created by ChatGPT or Claude. I've had at least 10 people in the last several weeks come to me with a page that was

weeks come to me with a page that was built with AI, and their landing page was not converting, ? They were coming to me because their page was not converting. They were running bad ads, Google Ads, whatever it may be, and their page was not converting, or it wasn't profitable, ? They weren't able to scale profitably because their page was simply the conversion rate was not good enough. The reason is because design was always the easy part,

design was always the easy part, especially with AI now, ? You can spit out a page in a matter of seconds and have all of the design and all of the layout already done for you. But, the thing is that design was never the thing that made someone convert on its own. What makes a landing page, or even a website for that matter, convert is having strong

that matter, convert is having strong copy that serves as the backbone. I'm talking about copy and messaging that really, really cuts through the noise, ? It articulates that very strong benefit, very visceral, specific copywriting that's emotionally charged, ? It really amps people up and makes them want to jump on a call with you, ? They're dying to jump

and makes them want to jump on a call with you, ? They're dying to jump on a call because the copy really speaks to their pain points and what they're experiencing. Only once you have that as your base, then you put good design on top of it, and that is when you amplify your results. , just last week, ? I was speaking with someone, they contacted us for a landing page, ? And their landing page was

? I was speaking with someone, they contacted us for a landing page, ? And their landing page was converting at zero, ? They were running a lot of meta ads in the, , technology space / product, ? Very technical product. And I took a look at his page, ? To just do an audit, and I could instantly tell it was built with AI, ? because with ChatGPT and Claude, you get those AI feelings,

? because with ChatGPT and Claude, you get those AI feelings, ? You can tell the page was made with AI. It has those gradient designs, the way that the copy's written, you can just make out it's made with AI. It still looked decent, ? It looked better than a lot of landing pages back in the day. But, when I looked at his copy, that was really the crux of the issue. When I looked at the messaging on

issue. When I looked at the messaging on his page, it didn't communicate any benefit whatsoever, ? I looked through the entire page, and I didn't even understand what his software even did in the first place. The copy wasn't hard hitting, it didn't have any solid and there was no emotional pull whatsoever. So, I gave him a couple pointers, ? The two pointers I gave him was try to

him a couple pointers, ? The two pointers I gave him was try to articulate your main benefit in your copywriting. So, just dumb it down to a fifth grade reading level, ? Make it super, super clear exactly what your solution does. And number two is try to use the word you as much as possible cuz he kept saying we do this, we do that, but what does the end customer benefit from, ? What do

we do that, but what does the end customer benefit from, ? What do they gain? What's in it for them, ? Just imagine you're talking aloud to a customer across you from a desk, ? And you're trying to explain to them what they benefit from your product or service, ? That's the lens you want to operate under. So, I'm not even joking, ? I spoke with him on a Friday and then I scheduled a follow-up call with him on

scheduled a follow-up call with him on Monday and he went from zero leads to his first four leads just over the weekend, ? Just from the changes that I suggested alone. , design was kept the exact same, but the only thing he changed was the copywriting based on my feedback. And the following week he got another 14 leads. And naturally, when I spoke to him on the following Monday, he ended up

leads. And naturally, when I spoke to him on the following Monday, he ended up working with us and now we're building out his full landing page because the proof is in the pudding just by making some free suggestions on the call, ? He was already able to get past his zero leads and go up to four and then 14 thereafter. And so now we're helping him really optimize his page and put him on hyperdrive. So, this is why

put him on hyperdrive. So, this is why copywriting is so powerful, ? Now that we've established that, let's get into how to write the copy. Okay, so the first place the copy starts is always your headline, ? Specifically above the fold. So, the above the fold is the topmost area of any landing page that's immediately visible upon landing, ? And so your headline is arguably one of

And so your headline is arguably one of the most important things where you just want to really communicate one hard hitting benefit and one core promise and stop people in their tracks. There's no one-size-fits-all approach when it comes to headlines, but I to think of a couple overarching themes. Just remember this, ? Fundamentally, your headline needs to

Just remember this, ? Fundamentally, your headline needs to appeal to two different sides of the brain, ? You have the logical side of the brain here and you have the emotional side of the brain. So, starting with the logical side, you want to appeal to the core end desire, ? What do people wake up wanting to achieve? What is their dream end state, their dream goal, ? Whether

state, their dream goal, ? Whether it's saving time, making more money, losing weight, encapsulating that end goal ? That they really, really want to hit. Now, there's two things that makes the end result work magic, ? And the way to elevate this. The first principle is making the copy super hyper specific.

making the copy super hyper specific. So, instead of just saying make more money, spell that out, ? this is what we did for our franchise client where instead of just saying make more money, ? We're being hyper specific and we're saying, "This is exactly how much you can make in profit per year, ? This is your expected amount that you can make in profit." And so psychologically, our

profit." And so psychologically, our brain perceives that specificity as being way more concrete than just generic vague text. Same exact thing for a bookkeeping client, ? Instead of just saying save more time, we're spelling out exactly how much time they can save. The second component of good copywriting, , to make it really work magic, is getting that

really work magic, is getting that emotional angle in there. And the best part is that you can get this from your exact customer's language, ? You can borrow it from your customers effectively. So, what we do at our agency is we'll often run surveys on behalf of our clients, ? Where we'll just collect a bunch of data, what do people say, what's their daily life look , where were they

data, what do people say, what's their daily life look , where were they when they were thinking of getting the service, and we'll also do user testing. So, we'll test a website or the landing page with our client's customers, , and get them to go through a series of different tasks and ask them, "What do you think of this? What's your first impressions upon landing? Can you go through the process of finding this and talking out loud?"

landing? Can you go through the process of finding this and talking out loud?" ? And the tool that we use for this is called Userbrain, ? So, we're effectively hearing all of the exact words that customers are using. Another really practical tip for this is using Reddit, ? I love using Reddit for this, where I will just go on forums for any one of my clients see,

forums for any one of my clients see, what are people saying online about this problem? What language are they using? , what's their stories that they're sharing? Picking up in the little tonality and the little things in terms of what words they're using, and I'm taking a note of all of that. Very simply, I will just reinject it back into my copywriting on my landing pages. And this is exactly what you can be