So it turns out the perfect landing page structure actually exists and I’m gonna break it down for you in today’s email.

The framework is as follows:

1. Catch their attention

2. Represent the problem

3. Make their life easier with the solution

4. Show evidence

5. Make the process easy

6. Show what makes you “that” business

7. Make an offer / reveal the price

8. Take as much risk as you possibly can

9. Handle objections that you couldn’t handle in the copy

10. Bonus step (Find out at the end)

Listen, this is a very technical email. No stories, no metaphors, just a straight copy-and-pasteable formula.

If you’re an agency owner, founder, or info product owner, then you can duplicate this for your offer.

Now one final thing before we get this kicked off. My team and I write for the top agency owners & founders in the world. We create their strategy, write content, and design visuals to turn them into Authorities. We are accepting 2 new clients in the month of October, if you want to hire us to run your personal brand, then click this link to book a call .

With that being said, let’s get into this with step 1:

Catch Their Attention

100% of your traffic is going to see this.

So it’s of utmost importance you nail this.

You have to handle these 5 main objections as quick as possible:

- Who is this for? (Target market callout)

- What’s the transformation/end result/desired outcome? (headline)

- How do you do it? (subtitle)

- What’s the next step? (CTA)

- Can I trust you? (social proof)

You’re trying to be strict and direct here.

As well as short but meaningful.

Represent The Problem

Focus on what’s painful.

Not what’s joyful.

Use their words and get creative.

You have to be as specific as possible and emphasize the fact that you know what they’re actually dealing with.

This is a great example:

Make their life easier with the solution

Most people mess this up.

You’re showing BENEFITS.

BENEFITS are NOT:

- Paid Ads

- Copywriting

- Market Research

These are features.

And while it’s cool, it doesn’t get people intrigued.

Here are benefits:

- Easy communication

- Transparency

- Fast Delivery

AKA things that your ICP actually cares about.

Show evidence

The more evidence the merrier:

- Case studies

- Logos

- Testimonials

- Metrics & Track Records

When you’re getting your hands on case studies / testimonials you need your client (who you got results for) to include 8 things:

1. Their niche

2. Their results

3. The timeframe

4. Where they were before working with you (their pain points & problems)

5. Where they were after working with you (how you solved their problems & pain points)

6. The gate from Before → After

7. Proof image

8. Advice for anyone skeptical of working with you

In that exact order.

Get as many testimonials from as many niches as possible.

This’ll help you deal with the “this will not work for me” objection.

You can check out the mountains of social proof we have for example with the success of our landing pages:

Make the process easy

Explain your process to them like they’re 5 years old.

With as least steps as possible so you don’t overwhelm them or complicate what you do.

Remember: People don’t care about the technical stuff AS MUCH as they care about the results you can get them.

Here’s a simple process my partner Alex used for an info product site:

Show what makes you “that” business

Ask yourself 2 questions:

1. What makes you unique?

2. What can you do that’s so much better than others?

You don’t have to reinvent the wheel here.

Compare yourself and explain what sets you apart from the rest and why they shouldn’t even CONSIDER working with your competition.

This has to be something your ICP actually cares about.

For example in my partner Alex’s agency:

- Design

- Results

Both are something his/our clients care about.

Something like SEO for example — is not something your ICP probably cares about.

Make it available only to a specific segment of the market

Only use this if your framework doesn’t work for everyone (most likely).

You’re qualifying and unqualifying people who are interested in working with you.

Use bullet points.

All of them should be something that makes your dream client think about themselves.

The more they think about themselves, the more they’ll wanna work with you.

They’ll feel like this service was made especially for them.

And it also reduces the headache of unqualified clients and wasted time.

Here’s an example of an Adspend site that used this perfectly:

Make an offer / Reveal a price

After stacking value on value while handling a shit ton of objections,

it’s finally time to make an offer.

There’s 2 ways you can go about this:

If you have a productized agency, info product, or physical product you can reveal the price.

If you have a standard agency where project pricing can vary based on specific prospect situations then you don’t have to.

You’d just leave a link to book a call in that scenario.

Take as much risk as you can possibly can

The goal here is to take all the risk your prospect doesn’t wanna take.

Risk reversals, money back guarantees, free trials, demos, etc.

BUT be careful with this. It’s a double-edged sword.

It can attract the worst clients or the best clients who just need one more push before conversion.

Make a big claim on any money-back guarantee or pay-per-performance that your offer has.

At the end of the day you’re trying to make them feel stupid for not clicking the CTA.

Handle objections that you couldn’t handle in the copy

Most of the time you don’t have enough space to handle everything in your body copywriting.

That’s why FAQs are important.

FAQs are probably the most clever way to handle objections.

There’s no limit on how much you can use here.

If you take sales calls, take note of the objections you hear and include them in your FAQs so you don’t hear it again on future sales calls.

Use a conversational tone for the answers.

Remove fluff completely.

# Bonus Step

Come talk to us.

We’ve broken this down into a science that you don’t wanna spend hours and hours nailing.

We'll beat your current landing page conversion rate by 10% on an A/B test or you get a full refund no questions asked:

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