4 Proven Steps to Build a MILLION DOLLAR Landing Page

        **Core Topic:** A four-step formula for creating high-converting "million dollar" landing pages, based on treating your landing page like a digital salesperson who hooks, engages, qualifies, and closes.

**Main Speaking Points:**

1. **Step 1: Hook Them (Above the Fold)** — Your above-the-fold section is the most important real estate because 100% of traffic sees it. It must (a) be congruent with what got the click (don't promise one thing in the ad and say something different on the page), and (b) enter the conversation going on in their head based on their level of awareness.

2. **Step 2: Personalized One-to-One Copy** — Make it feel like a personal conversation, not a faceless corporation yelling at a crowd. Three common mistakes: using internal jargon instead of customer language, trying to speak to too many avatars on one page, and writing in cold B2B language instead of human-to-human connection. Use the P.A.S. framework (Problem, Agitate, Solve) and pull exact words from surveys, forums, and customer feedback.

3. **Step 3: Qualify and Disqualify** — Anticipate the question "Is this for me?" and answer it overtly. Show archetypes or buckets of ideal customers. Use social proof with intent (testimonials that help people identify with those archetypes). Tell them who it's NOT for to push wrong leads away.

4. **Step 4: Make the Sale (Your Lead Generation Offer)** — You're not always selling the direct purchase—in lead gen, you're selling the next micro-step (consultation, design call, etc.). Match the offer to the level of awareness and the temperature of traffic. A "free quote" doesn't work if they don't know what they want yet.

**Key Underlying Principle:** Your landing page is a digital salesperson. Send traffic to a hyper-qualified closer, not an "untrained boring intern who couldn't close a door."

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I've created over 600 landing pages across 120 niches. Today I'm going to show you my exact four-step formula to create million-dollar landing pages.

This is the proven system I use whether I'm creating high-converting pages for billion-dollar brands like Linktree—who had over 50 million users in May 2024—or landing pages for brand-new startups, and every type of business in between.

As long as your goal is to create profitable marketing campaigns and convert more traffic into leads and sales, this will work for you.

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### Think of Your Landing Page as a Digital Salesperson

The problem is most businesses send all their traffic to an untrained, boring intern who couldn't close a door.

When to actually make money, they need to send their traffic to a **hyper-qualified salesperson**.

So if your landing page is your digital salesperson, how does a great salesperson start the sales process?

They **hook the prospect in** and start the conversation.

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### Step 1: Hook Them In (Above the Fold)

For your landing page, this all starts with the above-the-fold section.

This is the most important real estate on your landing page because **100% of your traffic will see this**. You literally have a split second to get their attention and start the conversation.

Your landing page has two goals above the fold:

**Goal #1: Be congruent with what got the click.**

You've just promised them something in your ad or content to get them to click. But what I see most businesses getting wrong is their ad says one thing and their landing page headline says something completely different. Or worse—they just send all traffic to a generic website.

What you should do is have a **specific landing page to match specific ads and temperature of traffic**.

For example: I had a client running Google Ads in the self-publishing niche. We ran different ads for different search intent—poetry, Christian self-publishing, children's book self-publishing, etc. If we sent all these people to the same generic "self-publishing" landing page, that wouldn't be congruent with what was promised to get the click.

**Goal #2: Enter the conversation going on in their head.**

To enter the right conversation, you need to understand which **level of awareness** they're at.

This is what we did for Linktree's landing page. Talking about "link in bio" worked great for Google Ads because people were searching for that—they knew what they were looking for.

But on Facebook, people were more **problem-aware**. The conversation in their heads wasn't "I need to find a link-in-bio tool." They didn't even know what that was yet. Instead, they were frustrated because they felt limited by the one link Instagram gave them.

Different awareness levels require different messaging.

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### Step 2: Personalized One-to-One Copy

Which salesperson do you think closes more sales?

The one standing on a soapbox yelling generic information at a huge crowd?

Or the salesperson who sits down one-on-one with a prospect, holds their hand, listens to them, and says, "I understand you—and here's how we can help you and your situation"?

Hopefully you said the second one.

**Step two is to make it feel like you have personalized, one-to-one communication** on your landing page through your copy.

We've hooked them in. Our digital salesperson has started the conversation. Now we want to keep having that conversation.

But there are three big things I see businesses getting wrong:

**Problem #1: Using internal company jargon instead of customer language.**

Imagine a salesperson at a SaaS company using programmer lingo instead of talking about the problems and dream outcomes of the market. Total nerd language that confuses the prospect. He wouldn't be answering the number one question in the prospect's mind: *What's in it for me?*

This alienates your reader and makes them feel like you don't understand them.

**Problem #2: Trying to speak to too many audiences on the same page.**

Instead of honing in on one specific market, they try to speak to everyone. What you want is **one landing page (or funnel) per product per market**. Otherwise your copy feels generic and like it's not speaking to anybody.

**Problem #3: Writing like a faceless corporation instead of a human being.**

They focus on being "proper" and using fancy B2B language instead of copy that forms a connection. You want your copy to feel like a conversation.

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**How We Achieve One-to-One Copy**

Let me show you using a client's Meta Ads campaign in the hair loss and hair restoration niche.

We used Step 1 to make sure the ad matched the above-the-fold section. We entered the right conversation at the right stage of the buyer's journey—instead of talking about hair transplants (product-aware), we offered a consultation to "save your hair" (problem-aware), which matches the colder audience on Facebook.

As we go down the page, we follow the **P.A.S. framework**: Problem, Agitate, Solve.

Here's why this page is converting:

**Reason #1: We use the exact words of the target market, not the medical jargon of the doctor.**

We show we understand their problem: they're losing their hair, it's thinning, they've tried everything but it's not working.

We show we understand their dream outcome: to regain a natural-looking head of hair.

Now we've showed them where they are and where they want to go. We understand them. That means we can show them how we are the vehicle to get them from A to B with "My Hair Consultation."

To figure out the right words, we ran a survey with our client's past patients and used sources like the hair loss subreddits to see how they phrase their problems and dream outcomes. Now when they read the copy, they say, "Yes, this is for me. You understand me."

**Reason #2: The page is all in the doctor's voice.**

It's like the doctor is speaking one-to-one with you. When you read the copy, you get a feel for his tone—like he's talking in your head.

This builds authority, starts a relationship, and removes the anxiety to take the next step. The doctor takes the initial appointments, so it makes sense to build the relationship with him on the page.

**Reason #3: The copy speaks specifically to one avatar—men suffering from hair loss.**

The doctor also helps women, but women describe their problems and dream outcomes in totally different ways. Even just emotionally—typically men get angry at a situation, whereas women might get more sad or depressed.

We'd create a different campaign to speak to women.

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### Step 3: Qualify and Disqualify

We've hooked them in with the above-the-fold. We've engaged them in conversation with personalized copy.

The next goal of a good salesperson is to **qualify or disqualify** the prospect.

Most clients I work with are frustrated with the quality of their leads. They don't necessarily want a flood of 100 sales calls this week—they just want to speak with whale prospects who are hyper-qualified and more likely to close.

**Step three is to qualify and disqualify people on your landing page.**

To qualify someone, you want to make it obvious that what you have is for them.

How could we do that? Maybe just **overtly tell them in the copy**.

But most people don't. They leave people wondering, "Is this for me? What's in this for me?"

Your landing page is a digital salesperson, but it can't ask questions like a human can. So you need to **anticipate the questions they'll have in their mind**—and one of the biggest is: *Is this for me?*

We did this for our client in the hair restoration space by showing the top five archetypes—buckets of people they might put themselves into.

We did it for another client by using the archetype of their three best customers.

Then we used **social proof with intent**—testimonials and pictures of real users, not just a testimonial slider slapped on the page. We placed social proof strategically so people could better identify with those archetypes.

If you want to qualify further, you can even tell them on the page **who this isn't for**. That dials it up to push the wrong leads away.

Even in our own agency marketing at Persuasion Experience, we make it super clear at all touchpoints who is a good lead—so people can disqualify themselves.

I take most of the sales calls, so I don't want to talk to hundreds of people. We do lead generation for B2B and high-ticket B2C doing $1M to $10M+ who want to double their business. They've got ambitious growth goals and want to take it to the next level, but they feel stuck.

We build their funnels and landing pages, run their paid ad campaigns. On touch points like the calendar booking page, we show exactly who we're for to help people self-qualify.

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### Step 4: Make the Sale (Your Lead Generation Offer)

We've hooked them in. We've got them engaged in conversation. We've qualified or disqualified them. Now they're thinking, "Hell yeah, this sounds like it's for me!"

But now we need to **make the ask**.

This is where so many businesses go wrong.

**Step four: Make the sale.**

Remember—your landing page isn't always selling the direct sale and getting money. In lead generation, you have to **sell your consultation or whatever your next step is** to get them to become a lead.

You need a lead before you can get a sale.

Just because your consultation is "free" monetarily doesn't mean it's free. It still costs them time and energy.

So what are you selling? You're selling your **lead generation offer**—the next micro-step. Not a big knockout punch.

**Examples:**

For a home remodeling and additions firm in Texas, we created the "Champagne Design Consultation."

It works because the next micro-step for this market is *not* to get a free quote—even though all the competitors offer free quotes. It doesn't make sense for the market. Why? Because they don't know what they want yet. If you don't know what you want, how can you get a quote?

They have a Pinterest board of ideas, but the next micro-step is **design**.

For the hair restoration client, their previous agency was using Meta Ads traffic to try to get leads for hair transplants—a high-ticket surgery. Wrong level of awareness for this temperature of traffic.

Instead, we use "Save My Hair Consultation" because the sales call needs to diagnose and prescribe the outcome. The client can now offer more solutions—not just hair transplants.

If this were a Google Ads campaign with someone specifically searching for a hair transplant, we'd have a completely different landing page.

We're still in early days of this campaign, but we're already getting scheduled appointments coming through a multi-step form for $69 per lead—and they go through the whole form to become qualified.

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### Recap

Those are my four proven steps to create a landing page that makes you millions:

1. **Hook them in** with a congruent, awareness-matched above-the-fold
2. **Engage them** with personalized, one-to-one copy using their words
3. **Qualify and disqualify** so you're only talking to the right people
4. **Make the sale** with a lead generation offer that matches their next micro-step

But remember—your landing page is just one part of your funnel.