How To Build A High Converting Landing Page

By charles kirkland | Uncategorized

Aug 25

Sunday while smoking a brisket it occurred to me that cooking is very similar to creating successful Facebook campaigns.

Every stage has its own order. If you skip ahead, you’re doomed to fail.

It's really not about what buttons you push or settings you pick. Those are completely tactical, novice moves.

See, each stage of your buying cycle needs to have its own ad.

Today I am going to go over the concept. Then for the next 7 days I’m going to go into the smallest details of creating Facebook ads that will give you the highest ROI you have ever seen.

For today’s example let's use a 4 stage simple funnel so you can grasp the concept.

Stage 1: Collect the name, email and phone number.

Stage 2: Present the offer and overcome the objections. This can be done via sales letters, phone calls, webinars, etc. The modality may change but the outcome is the same.

Stage 3: Get them to the checkout page and to take the next step.

Stage 4: Get them to become a repeat buyer at higher prices.

Super pro tip.

Focus on your back end buyers. These buyers are often different from your most prolific front end buyer.”

I optimize my ads for my highest lifetime buyer. Focusing optimization for front end buyers is a fast way to the poor house.

At every stage of this funnel your prospects will have different objections that you need to overcome or they’ll get stuck at their current stage and never progress to the next stage.

The biggest issue is most people create a single ad and hope it will take care of the entire funnel and then they wonder why it's not working.

In order for you to get the maximum results you must make sure you are targeting the right people.

Head over to get my buyer profile checklist and template to make sure you are targeting the right prospects from the start.


In order to engage our prospects to get them to click on our ads we must customize Facebook ads for every stage of our funnel based on our prospect’s biggest, deepest, darkest fears.

We have to tap into these fears so well that it would make a Steven King movie look like an episode of Mr. Rogers Neighborhood.

I want to know what keeps him up at night.
What is he afraid to admit to his spouse?
What has he been secretly daydreaming about?
Why does it bother him so much?

Don’t speed through the this process and go with surface level problems that everybody else sees.

Look at this example.

Let’s pretend that we are promoting a hair loss clinic.

That comes to mind because at 47 I’m slowing losing my hair. Since my dad was a hair stylist, hair is a big deal in my family.

While the competition is talking about getting a full head of hair, we are going to talk about how the lack of hair is killing his self esteem.

We talk about how a woman loves to run her hands through a thick head of hair.

He’s wondering if his wife is looking at other men with more hair.

He’s afraid that he is getting passed over for promotions because of his lack of hair.

You get the point. We have to drill down into those deep fears he’s even afraid to admit to himself.

Once you know his deepest fears, you’re ahead of 99% of your competition.

Our first goal in Stage 1 is to get your prospect to click the ad and hit the landing page.

And the best way to get that click is to talk about his biggest fears.

We’ll do more to avoid pain than to gain pleasure.

Don’t believe me? Look at this example.

Let's say I call you at 2am and tell you Big Jim’s is having a buy-one-get-one-free tire sale. I could only imagine the words you would say.

But if I call and tell you 2 teenagers are stealing your new zero turn lawn mower you would thank me and call 911.

One is pleasure and the other is pain.

Using those pain points, I can craft a number of ads all hitting the same problem in dozens of ways.

I’ll never have a shortage ideas to create amazing ads.

But which type of ad will work best?

Is it your social proof ad, benefit driven ad, or curiosity ads?

Most people create a single ad and a few variations of the exact same thing and wonder what's not working.

Just imagine how much money has been wasted testing the same variation of the wrong kind of ad for your market.

So the question is, which ad type do you use?

You need to keep all these ads running initially because different people will respond to different hooks.

Do me a favor and go back through your last few campaigns and see if you were only running one type of ad.

You’ll be surprised by how many sales you’ve lost by only running 1 angle.

You may even go back to some of your campaigns that were close to breaking even and run a few more ads based on their biggest fears.

It may shock you to find out how close you may have been to a crazy profitable campaign.

In order to engage our prospects to get them to click on our ads we must customize Facebook ads for every stage of our funnel based on our prospect’s biggest, deepest, darkest fears.

We have to tap into these fears so well that it would make a Steven King movie look like an episode of Mr. Rogers Neighborhood.

I want to know what keeps him up at night.
What is he afraid to admit to his spouse?
What has he been secretly daydreaming about?
Why does it bother him so much?

Don’t speed through the this process and go with surface level problems that everybody else sees.

Look at this example.

Let’s pretend that we are promoting a hair loss clinic.

That comes to mind because at 47 I’m slowing losing my hair. Since my dad was a hair stylist, hair is a big deal in my family.

While the competition is talking about getting a full head of hair, we are going to talk about how the lack of hair is killing his self esteem.

We talk about how a woman loves to run her hands through a thick head of hair.

He’s wondering if his wife is looking at other men with more hair.

He’s afraid that he is getting passed over for promotions because of his lack of hair.

You get the point. We have to drill down into those deep fears he’s even afraid to admit to himself.

Once you know his deepest fears, you’re ahead of 99% of your competition.

Our first goal in Stage 1 is to get your prospect to click the ad and hit the landing page.

And the best way to get that click is to talk about his biggest fears.

We’ll do more to avoid pain than to gain pleasure.

Don’t believe me? Look at this example.

Let's say I call you at 2am and tell you Big Jim’s is having a buy-one-get-one-free tire sale. I could only imagine the words you would say.

But if I call and tell you 2 teenagers are stealing your new zero turn lawn mower you would thank me and call 911.

One is pleasure and the other is pain.

Using those pain points, I can craft a number of ads all hitting the same problem in dozens of ways.

I’ll never have a shortage ideas to create amazing ads.

But which type of ad will work best?

Is it your social proof ad, benefit driven ad, or curiosity ads?

Most people create a single ad and a few variations of the exact same thing and wonder what's not working.

Just imagine how much money has been wasted testing the same variation of the wrong kind of ad for your market.

So the question is, which ad type do you use?

You need to keep all these ads running initially because different people will respond to different hooks.

Do me a favor and go back through your last few campaigns and see if you were only running one type of ad.

You’ll be surprised by how many sales you’ve lost by only running 1 angle.

You may even go back to some of your campaigns that were close to breaking even and run a few more ads based on their biggest fears.

It may shock you to find out how close you may have been to a crazy profitable campaign.

Did you grab the social media buyer profile guide? If not, get it here.


For this example we’re going to help a hair loss clinic get new clients.

And yes, this process will work for any niche. That’s why it’s a process and not some cheap tactic.

It’s 100% evergreen.

Start building the landing page first and the ad second. The ad is the byproduct of the landing page not the other way around.

I see so many media buyers starting with the ad first and then get poor results.

For this example (I really don’t want to get sued by Big Pharma) I’m going to change the name of the competition’s pill to help men with hair loss.

With a little research we can find our biggest competition.

It's not other hair loss clinics. Instead, it's a drug called Fesxpso.

Google this: male hair growth forum

Spend a few minutes reading the forum posts and you’ll get a ton of ideas for your ads and landing pages.

While Big Pharma might claim Fesxpso is safe, we are going to talk without a filter as my sister-in-law would say.

You’ll find a lot of men who are now impotent, forgetful, depressed and suicidal from the side effects, but they have a full head of hair.

Armed with this research I’m going to show you how to build a landing page that flat out converts like nothing you have ever seen.

Build your landing page as if you’ll never have compliance issues. Get creative here.

Go hog wild and then tone them down for the different networks.

Check out a real life example.

It’s close enough to give you the general look and feel.

By the way I use https://www.clickfunnels.com to build my landing page. Grab a 14 free trail of ClickFunnels here.

Here is the layout I use.

Use this layout as your control and modify it later.

If you’re building landing pages from scratch every time, looking at a blank screen can be overwhelming.

It's easy to be creative when you only have to color in the lines.

Once you have done this a few times, you will have the confidence to try new things.

But that's not where you should start.

Always start with a baseline creative where you can gauge the results.

These are the components we need:

  • Headline
  • Name of Product
  • Bullets
  • Hero Shot
  • Who Am I

Your logo, phone number and legal should stay the same for every page.

Good media buyers get into a creative state when they are building ad campaigns.

Media buying is one of those few things that is half science and half art.

Listen to some music or a talk to inspire you.

You can’t create high converting landing pages when you’re not in a creative state.

Come out the gate punching your competition like Muhammad Ali, Mike Tyson, Evander Holyfield, and George Foreman combined.

Headline

Real stories of men who woke up impotent from taking Fesxpso and why big pharma is hiding it.”

Taking Fesxpso will destroy your manhood, leave you depressed and suicidal and why big big pharma is hiding it.”

Men taking Fesxpso wake up impotent, depressed, and suicidal, and why big pharma is hiding it.

Real stories of men just like you who woke up impotent, depressed, and suicidal from taking Fesxpso, and why big pharma is hiding it.

You get the point.

Start out with your biggest claim that grabs attention like a bucket of ice water to the face.

This is not the time to be tame.

Hit them with your best shot.

We can always tone it down later.

Social Proof

Social proof can be created with a little elbow grease.

I like to use “As Seen On” and then add the logos.

If you don’t have that, get a press release done and you’ll be able to use the logos. I’m not a lawyer so check with your own before you take my advice

Name of Product

I’ve seen marketers spend hours debating what to name their lead magnet.

Here’s the real answer.

Nobody cares about it but you.

Call it something that sounds valuable and doesn’t require a lot of thinking to see the value in it.

This is where I use the Homer Simpson Rule.

If you have to think about it for more than 2 seconds, you need to rename it.

Why You Need It

Make this section short and sweet. You need to keep them reading at this point.

This is just a quick example:

Download your list that reveals 12 major forums where over 11,434 men just like you have been battling major health issues from taking this poison before big pharma sues to have it removed.

This is a great start. I’m sure you could spend a few minutes thinking about how to make it better.

Bullets

The 1st bullet attacks my biggest competition.

3 ways to regrow hair that will not put you at risk for impotence, depression, or leave you feeling suicidal.

The 2nd bullet counters the objection they might have with my alternative.

How to get a full head of hair that makes you look 7 years younger and why it's not as expensive as you think.

The 3rd bullet nails the social proof and ends with a benefit.

Where to see results from 4,529 other men who have trusted us to help them live a better life.

These are just rough examples. I’m sure you could really refine these bullets.

Hero Shot

For the hero shot I suggest showing the product in action or the results of using the product.

Make sure your image matches the buyer demographics.

A husband and wife in bed or maybe an image of a woman running her hands through his hair.

Optin

Here is where a lot of media buyer mess up. Only collect the data you need now. I see people asking for 12 form fields on one page.

If you are going to use multiple form fields, please make them multi step.

Look at this example:

It’s OK to ask for a lot of info, but just don’t do it all at once.

Who Am I

I think we are all guilty of this one.

Make sure your prospect sees you as the leading expert who can help them.

Build your credibility on the landing page.

We do business with people we know, like and trust.

In today's cyber world where it's hard to tell the real from the fake, make sure you spend some time and let them know you’re 100% legit and why you're qualified to help them.

Please use a good looking picture of yourself.

I lose track of how many blurry pictures I see on landing pages, and please smile.

This should go without saying.

But we can all recognize stock photos a mile away.

Stay away from them in this section. It’s ok to use them for your hero shot, but not in this section.

I told you this would be print worthy.

Use this as a guide to get your landing page created.

Once your page is created we will use almost the same copy to build out your Facebook ad.

The closer the ads and landing page align in copy and images, the higher your conversions will be.

If you are wondering why I start with the landing page over the ads, it's simple.

This is the first thing my prospect will see after they click the ads. If I can’t get the lead here, nothing you build after this page will matter.

Plus, once I get enough traffic I’ll move the conversion pixel from being on the landing page to the next step in the funnel.

But that's for a different post.

I hope you found massive value in this post and it would do my heart good if you would share it on Facebook, Twitter and LinkedIn.

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About the Author

Charles is a walking, talking, networking blend of credibility and know-how. Raised in a working class family, he combined a tenacious work ethic and keen sense of curiosity to usher him over one hurdle after another.