How To Create High-Converting Copy For ANY Landing Page

Imagine if you’re running a Facebook ad and you give $10,000 to the first 5 people that fill out your form.

You’re gonna get those forms filled out pretty damn quick.

You could drive round and drop the cash at their house.

Give them a big brown envelope with $10,000 inside.

It’s an irresistible offer.

Today, I’m gonna take you through the formula for creating high-converting copy for any landing page.

Understand Your Offer…

As I say all the time, the most important thing to have is an offer that converts.

You can change a boring offer into an exciting offer for any industry.

Focusing on making your offer sexy is key and then you can turn it into an offer that converts.

Once you’ve done this, you’ll never have a problem generating leads.

But how do you truly understand your offer?

Speak to your client.

They will know best what the consumer’s pain points are.

Take the mortgage market for example, I’ve found that it’s a lot easier to get a buy to let mortgage inside your business than outside.

It’s such a long process and can be a massive drag with so much paperwork and going back and forth!

Once you properly understand the offer, the offer truly sells itself.

Looking for white label partners, funnel peeps or hard core closers for your offer? Join my free Facebook Group “The Pay Per Lead Ninjas”

Grab their attention on the landing page

Remember to write your copy in the bbq conversation style.

Don’t bombard them with an end product/service they need.

Instead, ask them questions, then say there’s something you can check out.

This will make a big difference in creating high-converting copy.

But before that, grab their attention with a big bold headline explaining the offer.

Your headline needs to touch on the pain points.

Something that will stop them in their tracks.

As Perry Marshall says, it’s racking the shotgun, it’s getting them to read the next point.

The next point may be building emotion.

You want to relate to their pain with the copy whilst bringing some personality into the landing page.

A good way to do this is to give away value and solve their problem.

At the bottom of your landing page, have a Call To Action.

Some sort of quiz/survey funnel.

Make sure to start with an easy, binary question as the first question.

They will then become a lead in no time.

Split testing

Once you have a high-converting landing page, remember there’s always room for improvement.

It’s time to create a variant.

We use unbounce as our split testing landing page builder.

Get another variant up – something completely different – ideally start with a different headline.

Try split testing a pain led headline and a benefit driven headline.

Test one thing at a time – so you know what is making the difference.

If there isn’t a big change after a couple of days, bin it, and try something new.

You want to make big changes, otherwise you’re wasting your time.

Reverse engineer competitors

Lastly, it’s sometimes good to pay attention to what other people are doing.

We use a few tools to do this…

Facebook ads library to see what hooks, offers, funnels are working in your niche.
Big spy – to find creatives for Facebook and Youtube.
Google search – to find hooks, angles, copy, testimonials, etc.

All of these steps help to create high-converting copy for your landing page.

So what Now?

If you’re serious about growing a performance-based lead generation agency, keep reading…

We will send you our gameplan on exactly how one of our students escaped retainer jail, by firing his 10 retainer clients, and replacing them with 1 pay per lead client.

Click here to get the gameplan now!

Video transcript

Hey, it's Dan Wardrope here from Flexxable. 
 
Today I want to take you through the formula for creating high converting copy for any landing page. 
 
Okay so, let's get into it. The first thing that is always the most important for any kind of lead gen offer, for anything in marketing actually, or digital marketing, lead generation, whatever that is, is it's always the most important thing to have an offer that converts, okay? You've heard me speak about this before. 
 
But if you're running a Facebook ad and you're giving away $10,000 to the very first person that clicks on the ad and goes through the funnel and converts, you're gonna get that lead within three seconds, right? Because it's an offer that's just irresistible. 
 
Whenever you're creating a landing page or sending traffic to a landing page that has an offer that converts, and your positioning somewhat, you know, maybe a boring offer into something that's very exciting, which can be done for any offer, okay?
 
Then you're going to never have a problem generating leads. So always focus on making your offer sexy and turning it into an offer that converts, all right? So, let's look at how we can create an offer that converts, that's sexy from an industry that's not so sexy, okay. I always use car finance, but I'm not gonna do that today. 
 
We're gonna go into the mortgage industry, all right? And finding out an offer that converts and something that's sexy in that industry usually comes from a combination of you thinking and your life experience. For example, if you've had mortgages before or gone through that process before. 
 
Then you know that there's some nuances to the industry that you've experienced over the years, okay? And that comes, you know, with experience, right? But the real goal comes from understanding the offer. And guess what? Understanding the offer, how do you do that? You can speak to the client. 
 
That's the first thing. These guys have been selling mortgages for the last 20 years perhaps, so no one's gonna know the offer better than them. No one's gonna understand the consumer's pain points, what gets their juices flowing, what gets their adrenaline flowing. 
 
It comes from the client, all right? So if you're able to, you know, sit down and have a beer with them, and talk about these things. And just kind of find out more and more about the offer, the doctor's diagnosis type scenario, then you're gonna find some nuggets in there. 
 
But if you copy off what everyone else is doing and running that ad that says, "You're gonna be paying off your mortgage faster if you're able to click now and get a lower interest rate." Then, you know, guess what? You're doing the same as what everyone else is doing. 
 
So for me, what I'd be looking to do, and I know this because I'm actually going through this process at the moment, it's easier to get a buy-to-let mortgage inside your business than it is outside of your business, all right? I have bought property outside of my business before. 
 
The legislation's making it harder and harder. You have to prove income. You have to submit all of this documentation. This rigmarole goes on for weeks, and weeks, and weeks. 
 
But my broker told me that, "Dan, if you can set up a business, a property buying business, and prove that you've got just 20,000 pounds of income a year, you can buy a property overnight." You can literally set your business up. Prove that you've got that income. 
 
They don't need any trading history or anything like that. You can get that mortgage in a matter of weeks without any questions and going through all this crazy paperwork that you used to have to do. 
 
If you buy it outside of your business. So to see what I've done here is through experience and chatting to a mortgage broker. I've figured out that there's something different that not everybody else is doing where it doesn't really kinda matter what ads you write or what your landing page has got on it. The offer kinda sells itself. 
 
It's an absolute no-brainer. So this is where the real goal is by understanding your offer, okay? And if you can do that and zig when other people zig, then guess what? You've got a chance and to give you an example, this offer, the buying your property inside your business, the interest rates are a little bit higher, right?
 
Which means the commissions are higher, which means the client is gonna love you even more for coming up with ideas like this, which, you know, is exciting for me. We're not in the mortgage space, but if I was doing it, I'd be focusing on something like this, because that's how you win in this game, by doing something that other people aren't doing. 
 
Okay, so now you've understood what your offer is, okay? You can talk about your offer in the ad. And, obviously, we're not gonna talk about the ad today, but once I hit that landing page, you want to be able to grab their attention first, okay? And by the way, before all this, I wanna explain to you that when you're writing your copy, you wanna do it in the barbecue conversation style. All right? 
 
For those that don't know me, I love barbecues. I love being able to have friends over, and talk to them, and, you know, have a good steak and a glass of wine, but if I'm inviting someone new, I don't wanna be selling to them straight away. You know, if they're looking for a mortgage I wanna be asking questions about that. 
 
Then if I'm a mortgage broker then saying, oh, actually that's something you should check out type thing. Okay, and if you use that same analogy when creating your copy on the landing page, it's gonna make a really big difference to your conversion rates. 
 
Okay, so back to the structure of this landing page. The first thing you wanna do is grab their attention with that big, bold headline that explains the offer well. And in order to do that, I think Perry Marshall calls it, you know, "Racking the shotgun." You wanna have something in that headline, it doesn't necessarily have to explain the offer at all, actually, it might just kind of touch on the pain points, you know, using this mortgage example, it might be something like, "Sick of getting knocked back from buy-to-let mortgages, and going through three months worth of paperwork, and proving ridiculous amounts of income only to be rejected?" 
 
That is an example of something which is gonna stop people in their tracks. As Perry Marshall says, "It's racking the shotgun." It's getting them to read the next point, okay? Which is the only kind of objective of the headline is to get them to read the next point. And the next point might be building emotion and might be talking more about those pain points. 
 
It might be suggesting that if they wanna go down this route of buying a property outside of their business, then it's gonna take them so long. They've got so many hoops to jump through. They're busy people. They don't wanna be spending three hours on the phone with a mortgage broker, you know? You know, the new way of doing things is way better, okay?

The next thing you wanna do is relate to their pain with the copy. So if you are a business owner, or you're writing the ads or the copy on behalf of a business owner, you can introduce the business owner here and explain that he's spoken to 100s of people that are applying for mortgages in the same situation as you. And they struggle with the same thing.

So you can relate to their pain at this point in time. It brings some personality into the landing page. Then you wanna give away value and solve their problem, which is the fact that if you buy a property inside your business, you don't have to go through all of these problems that you've already explained further up the landing page.

Then after you've done that, it's simply about going to the call to action, which for me, and the way that we run ads inside our agency and also the way that we teach our students, is to have equivalent to like a quiz or a survey funnel. And within that survey funnel, there's usually a binary question, that doesn't take much thought, that gets them started. And then guess what, you go through the whole process again, okay?

Getting them started, a micro commitment, boom, boom, boom. They add their details. They become a lead and then that's sold to the quiet. So the next thing we wannatalk about is split testing.

Okay, so you've come up with this amazing offer. You've written really persuasive copy with barbecue-style conversation. You've got a great headline and you're ready to get going. You might wanna start, and run traffic to that, and get some leads in. And then if, you know, things are working really well, then the next thing you wanna do is to be able to create what's called a variant, okay? And we use Unbounce as our split testing landing page builder. Other people can use click funnels or whatever.

There's plenty of options out there. We love Unbounce. Has been fantastic for us. What you wanna do is get another variant up with something completely different, probably with the headline to start with, because that's where the eyes are drawn and what people are immediately drawn to.

So, you know, one example could be a pain led headline about, you know, been on the phone for three hours, and having to prove, you know, documentation, and three months worth of bank statements, and ridiculous amounts of income, you know, whatever that is.

It could be your first landing page headline. And the second one could be more about how much you can borrow. So you could buy a much bigger house with five bedrooms without having to prove income type thing. So it can be kind of a benefit-driven headline versus a pain-driven headline. You put them together and you let the consumer decide what works.

The only other tip I would have for this, well, there's two other tips. The first one is you wanna be testing one thing at each time, because if you got two things changed on the split test or the variant, then you don't know what's gonna be the big lever that's making the difference.

The other bit of advice I would give is if you're running a variant against each other, and there's not a clear winner within a couple of days, then you just wanna bin. You bin it and going to the next big change, okay? The next big change. And make big different changes with your variance. Otherwise, you just wasting your time with the split test, okay?

The last point I would recommend, to create really great landing pages with awesome copy, is to be able to be a bit cheeky and reverse engineer what the competitors are doing, okay? Obviously, you wanna have your own unique angle into the market and you wanna be able to be way better than the competition, but sometimes, you know, it's worth paying attention to what other people are doing, okay?

Probably a lot of people do this. The tools we use, the Facebook Ads Library, which is pretty self-explanatory. If you know the fan page that they're advertising from, then you can go in and see that their funnels, and what's working, and their hooks, and their offers. We use third=party software called BigSpy, which allows us to look at the creatives that people are running on Facebook and YouTube.

You can click through and say their landing page from there. And then you've just got Google Search, you know, if it's mortgage offer, type in, buy-to-let mortgages, and see what people are advertising, what hooks, what angles, what copy they've got on the page, testimonials, trust factors, all that type of stuff. So that's my last tip really. Enjoy.

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