The NEW Way Of Landing Pages in 2026

0:00 There is a new way of building landing pages going into 2026. And in this video, I'll be breaking down why most people are building their landing pages completely wrong. And I'll actually give you the new three-part framework that we're using right now to build high-converting landing pages. You see, after auditing somewhere north of 1,500 plus landing pages, I can tell you that the difference between a business that's struggling to get leads versus a business that's scaling profitably has nothing to do with their ad spend or their content or any of that. It simply comes down to their landing page. So, by the end of this video, you'll you'll have the complete system to turn your landing pages into a revenue-generating machine. So, you can finally stop wasting money on traffic that isn't converting. So, let's start by talking about why most landing pages are broken.

0:42 I speak with several business owners every day, you know, some that are just starting out and they're doing, let's say, 300,000 to a million in revenue, and many larger businesses as high as, you know, 10 million to 80 million plus in annual revenue. And what I always find are that people typically fall under three buckets. The first bucket are businesses that are not able to get their marketing off the ground whatsoever. They're able to get clicks and traffic via, you know, Facebook ads, Google ads, marketing, SEO, right?

1:05 Regardless of the channel, and they're able to get this traffic, but they're not able to convert it, and so they end up wasting money down the drain. The second bucket are businesses that are seeing decent success. When I say decent, I mean that their conversion rate is average or above average. They have leads and sales actually coming in, and, you know, they're kind of doing around that 500K to 5 million dollars in annual revenue. On paper, their landing page feels like it's working good because they have money coming in. But once all the costs are factored in, profitability isn't where it could be.

1:32 Or often times, they don't even realize how much revenue that they're leaving on the table and how much higher their landing page could be converting just by making a few simple tweaks. And when they try to scale 3x or 10x, they don't even realize that they're going to hit a wall where it's not going to work. Their CPLs and CPAs are going to spike through the roof, and their landing page is no longer going to convert as high as it used to. I've seen this play out many, many times. Most businesses I speak to fall under this bucket. The final bucket of businesses are absolutely crushing it. They're already spending several hundreds of thousands of dollars per month on marketing, they're getting substantial traffic, and they already have a decent conversion rate. For these businesses to unlock the next level of growth, it's not going to be about getting more traffic, but rather extracting more value and more conversions out of their existing traffic through conversion optimization.

2:20 The common denominator in all three of these scenarios is the landing page, which are holding back each of these groups from success. The issue that I often see is most people treat their landing page like a checklist of items. They think, "Okay, I need a headline, I need value props, I need social proof, and I need all of these things." And technically, they're not wrong, right? These are the right sections that you want on your landing page. But the mistake is that they assume that by simply having these sections on the page, it will somehow magically make the page convert. And this couldn't be further from the truth, right? There's no real strategy or thought put behind the actual structure of the page. This is a great example here where I spoke with this prospect who is just kind of following a checklist of items. They actually got advice from a well-known YouTuber who talks all about landing pages, and it's all generic advice, right? And this is what causes people to follow a checklist of items. So, above the fold, they have really weak social proof where if you actually read the testimonial, it has nothing to do with their offer of stopping hair loss. And so, this is an example again of somebody just trying to follow a checklist of items and checking off a box because somebody told them to put social proof above the fold without actually thinking about what social proof they're putting.

3:26 Then, you can see for their pain points, right? They're just listing out a bunch of pain points that people have experienced. Again, just checking off the box of showing pain points, but the section is not executed in the right manner, right? They're just telling people what's wrong with them without actually telling them what their solution is or really agitating the problem, which is the correct way of doing it. And even the social proof here is super weak. They have a generic weak headline, which is, you know, pretty self-explanatory, and they're making me have to manually drag my mouse to go from the before and after instead of just showing this up front. And even worse, I see landing pages like these where they're not even following a checklist of items, right? The page is so bare-bones with barely any value props and barely any social proof that why would someone actually buy from this page? What you want to do instead is not just think of your landing page as a page, but rather a system or machine. At the core of your system or machine is your dream outcome or offer. What is the end result that people want? Is it saving time? Is it making more money? Is it losing weight? Is it ending chronic pain? Whatever the main thing people care about is, that is going to go at the very top of your page. And then every single item on the rest of your page should be intentionally thought out solely to support and be directly correlated to achieving that end result.

4:33 In layman terms, right? you want to think of every item on your page as not just a checklist of items, but kind of like cogs in a machine, right? All the inner workings of a machine where they're all working in unison together to achieve that end result or dream outcome that you have at the top of your page. So to actually do this, I follow a three-pillar system where everything is interconnected. Let's walk through it. Starting with pillar number one, which is coming up with a strong offer and copywriting. Many agencies and businesses start with the design first.

4:59 Believe it or not, that's actually the easy part. What we do differently is we start with the offer first and a rough outline or structure of all of the inner workings that make up that offer. And then, only once that's finalized, we then start with the design and we build the design around the copy and offer. This results in a far better, higher-converting final product. So in order to do this, the first place that we want to start is by simply understanding our customers in depth. So we want to understand, you know, what are their pain points, right? What are their dream outcomes, their goals, their motivations, their needs and wants. We want to understand their demographic details like their age, their gender, income, personality. And then also, what does a typical sales conversation look like, right? What are their common objections when we're speaking with customers? The way that you can gather this information is doing secondary research. In particular, utilizing Reddit. Basically, just going on Reddit forums, on YouTube comments, and basically just seeing what are people saying about your particular product space or your industry space. What are commonalities? What are certain, you know, common themes that they're saying and certain words that they're using, and you want to simply take a note of all of these different things. The other way is by simply doing discovery calls and input from stakeholder interviews.

6:04 So, typically for our business, right, we'll actually interview obviously our clients, but then also we'll talk with their sales team, their customer support team. We want to get the perspective of multiple different stakeholders to really, really understand the customer from different lens. Another way to conduct research is my favorite tool called User Brain, where you can actually interview your customers, right? So, you can ask them to go through a series of different tasks, and basically just ask them to talk out loud, right? So, this is an example of us interviewing a customer on our client's website, and it's just a 30-minute long recording, right, of just that person talking out loud through the website. The final way is, of course, you can use Google Analytics or any sort of analytic platform, where you can see the interest breakdown, right? So, you can see by different interest, you know, what does that look like, and then you can also see the age breakdown as well.

6:48 Now, once you've done your customer research, we're going to go to the offer creation phase. You're basically going to come up with an offer based on the research you've conducted. An offer is basically whatever your dream outcome is. So, if it's a dentist, you know, it's a brighter, wider, natural smile, right? If you're a fitness company, it's losing weight or getting stronger. If you're a SaaS company, it's cutting logistics time by X%. And then, you're going to take that offer, and you're basically going to disseminate it down into the multiple different components that make up that offer. Going back to my initial analogy, these are all the inner workings and the different cogs in the machine that work together to achieve the end result. So, if our offer is personal training, and it's losing 20 lb in, you know, 12 weeks, what are the different things that make up that offer? We have certified coaches. We have a personalized onboarding and assessment flow. We have weekly check-ins and progress reviews. We have done-for-you meal planning. Over 4,000 people have gotten results using our method. It only takes 4 hours a week to change your body. We have a 1-week free trial to see results are 100% guaranteed and we want to list as many things as possible that are all unique, so you don't want to be repetitive at all. I want you to do this for your own company and once you have this, we're going to use this as the framework for pillar number two, creating a high converting design combined with high converting copy. We have a high converting landing page framework that we use for any project which is basically the blueprint of how exactly to lay out your sections in the most high converting manner. We use this for any high converting landing page that we build. I'll put a link in the description below to access this.

8:12 So, what we're doing is we're taking the high level facets of our offer that we just came up with and we just wrote and we're going to try to fit it into each one of these sections, writing high converting headlines and body copy for each of these. We don't want to simply copy paste the design here, right? These are just placeholders and we don't want to think of it like a checklist of items either. We just want to think of it like a high level blueprint that comprises of a hero section, a pain point section, social proof sections, right? Usually two to four, and value prop sections which we usually have six to eight. The way you execute each of these sections from a copy and design perspective is going to be completely different depending on your offer or industry and this is what makes it very dynamic and strategic which ultimately means more conversions. Starting with the hero section which is the topmost section of your landing page. The first thing that you want is an extremely benefit driven headline that basically answers the question of what's in it for me. You do not want to put who you are or what you do in your headline. This is a massive waste of space. So, the simple formula I follow is end result they want, right?

9:08 So, three extra revenue, losing weight, whatever the end result is, plus time period, so, you know, 24 hours, 7 days, whatever it is, plus emotional payoff, which is basically how does somebody feel once they achieve your end result. You can swap the order of these items based on what sounds natural. The next thing is your sub headline. You first want to call out the pain point that people are struggling with if it's applicable and then you want to compliment that with the solution and simply list all of the different USPs and inner workings of your offer that help people achieve the result that you mentioned in your headline. You can use our free landing page prompt framework, link in the description below, or you can come up with high-converting copy in a matter of seconds. You simply just feed ChatGPT info about your company, throw in our prompts, and you'll get substantially better copy than what you have right now. Link in the description below. So, to show this in action for our e-commerce client who sells horse supplements, we have calm your horse, which is the end result, enjoy safer, happier rides, which is the emotional payoff and how people will feel once they achieve that end result, and we have in just 2 weeks, which is the time period. The subheadline leads with the pain point of, you know, tired of anxious, stressed rides, followed by the solution, which are all of the USPs of our natural supplements. The next big thing is having at least two forms of social proof above the fold, right?

10:17 Social proof are anything that builds trust, so it could be reviews, stats, or future publications. And you want to make sure that your social proof is relevant and impactful. Next, you want to reduce FUDs, which stands for fear, uncertainty, doubts. And you want to reduce this near the critical point of action, which is the call to action button. All of the anxieties and fears that people have around buying anything online or reaching out about a service, you want to address all of that up front. Finally, you want to have an image or video that reinforces your core value prop, which means that it should directly support whatever offer or dream outcome it is that you're articulating.

10:50 So, for an example here for our fitness client, you can see how we have two forms of social proof above the fold that are actually relevant and impactful with before and after weight loss photos. We have the reduction of FUDs underneath their CTA button, which are associated with their fitness app, so things like canceling anytime, and the ability to get instant access. And we have an image here that complements the messaging of building the dream body.

11:10 For our HVAC client, you can see that we have a very different design here to show off the image better, but we still have the same fundamentals. We have two forms of social proof, reduction of FUDs, and an image that's relevant and impactful. The next section you need to have on your page is a pain point section, right? This basically shows people that you understand their problems and you empathize with their problems, and it really helps to build a sense of connection and trust with your end user. For offers that are more transformational in nature, where you're taking people from a clear before and after state, and it's primarily visually driven, meaning things like, you know, fitness, weight loss, dentistry, surgery, etc., you want to execute the section using what I call the graphical design. So, for our fitness client who offers Lagree, which is basically a more intense version of Pilates, we know that the people coming to this landing page have already tried or are actively doing Pilates right now. And so, for the pain point section, we're showing the comparison between Pilates and our client's method called Lagree through the form of these images and scannable icons. For our e-commerce client, they sell these custom AC kits, which are basically an alternative to DIY methods that have a lot of problems associated with them. And so, the way that we execute this pain point section from a design perspective is we show visuals, right? We show a clear visual of the before state and the after state with scannable pieces of text and icons. Now, if your offer's a bit more deep, it's a bit more complex in nature, and it requires more explanation, what I recommend instead is using a sales letter approach, which, as the name implies, is basically like you're writing a letter to your ideal prospect or client. And so, you're going to basically have long-form copy that's still very, very scannable. You're not going to have long blocks of text, at most maybe one to two sentences per paragraph. To execute this from a copy perspective, you want to use the PAS framework, problem, agitate, solve. So, first, you're going to call out the problem very clearly, and you want people to think, "This is exactly me."

12:58 You can do something like, you know, "Do you experience or does this sound like you?" And then basically list out three to five different things. Then, you're going to agitate the problem, right? You're really going to make people feel it. You want to describe all of the things that they're missing out on in just a few sentences. Lastly, you're going to present your solution as a clear way out of the problem that they're facing, and you want to give them a compelling reason to act.

13:17 Finally, if your offer is less complex, but it still requires a bit more explanation, and it's not visual in nature, then what I would do is still have short-form copy, which uses the PAS framework, but it's going to be a lot shorter, right? You're going to have maybe scannable icons or images if your offer is more visual like our luxury closet client for example. Next, we have social proof sections. Now, from a copy perspective, most people use generic headlines like, you know, see what our customers are saying, our reviews, our testimonials, etc. People already know that they're looking at testimonials, right? So, just by saying our reviews or our testimonials is a massive waste of space and a massive waste of a headline.

13:53 You instead want to use something a lot more benefit driven. And what we typically do is we use this formula, which is helping X number of customers achieve main benefit or dream outcome. As you can see, Nutrisense does an amazing job of this by saying over 110,000 members, and then they say achieving the main benefit that they provide. For offers that are more transformative in nature or something where you're delivering a result to customers that is best shown visually, you want to show those visuals in the proof itself. So, great example here for our lawn care client where we show the actual images of their customers' lawns in the reviews itself. We also show the full name and the source of the review to make the reviews feel a lot more credible. Another way to execute social proof is through video reviews. We just like to lay them out in the open like this, but one important thing is we have a scannable headline such that if somebody doesn't listen to the review, maybe they're in a public setting or they can't play the volume out loud or for whatever reason, we still have a headline that encapsulates what the review was about so that it still has a very similar effect even if they don't watch the review. The final way you can execute this from a design perspective is what I call the wall of love, where you basically shower people with so many images and videos and text and basically everything you have so that they're so inundated with so much proof and reviews that it builds an instant sense of trust and credibility. The final section you're going to have multiple times throughout your page is our value prop sections. These are simply sections that explain your unique differentiators and all of the different inner workings that make up your offer. From a copy perspective, there's only two things that you need to remember. First, you want to combine the benefit with the feature. Features are what people get, right? People don't really care about this on its own. What they really care about at the end of the day is how does it benefit them in their day-to-day life. So, for example, in this headline here, this part is the feature, but no one really cares about this on its own, right? So, we need to ask ourselves, "So what? So what? So what?" until we get to the deeper why, which is ultimately this part here, aka the benefit. The other thing is you want to communicate the benefit in just headline alone of each and every value prop. You want to operate under the premise that somebody is only going to read the headlines on your page. Just imagine they don't even read the body text, because statistically people will only read 20% of the content on your page. The other 80% they just scan. So, if I just read this headline here and I don't even read the body copy, I already have a glimpse of what's in it for me and I'm already sold. Now, from a design perspective, you have multiple different ways of executing this and it's really going to depend on your offer and the nature of your value prop. For example, you have the standard image with text layout, which is, you know, handy-dandy. It works for just about every niche or every industry and some people would consider this boring, but remember that people prefer landing pages and websites to work in a very similar manner to what they're already used to. To spice things up and actually help from a conversion standpoint, you can add custom graphics on top of your images like these examples here to actually help complement your messaging and copy as well. Or, you can add multiple images to those sections for offers like these for our fitness client where, you know, it's a bit more visual in nature and where, you know, two or three images would do more justice and be more beneficial than just having one. Another example of a value prop could be like this example here for this education business. It's a unique way of resembling a LinkedIn profile or like a resume and it's basically helping people visualize where they could be in the future. Here's another example of a unique design for our fitness client to highlight their value prop of different training blocks that they provide. Again, right? The design here that we chose is intentionally thought out and built around the copy and the offer which we came up with first, right? It's not the other way around. You might be wondering how this applies to your own landing page. After building over 400 plus landing pages, my team and I have handpicked the best ones that we've ever built and put them into a swipe file.

17:32 This includes landing pages across 30 plus unique industries from fitness to clinics to e-commerce to B2B SaaS, you name it. While of course, you cannot just directly copy-paste these cuz every offer and every business is different, you can pull inspiration from it if you're feeling stuck on where to actually start for your specific industry or business. Or you can use these designs and sections for your own clients if you're an agency owner. These are all inside a Figma file that you can easily access and simply apply to your own business. I'll put a link in the description below if you want to purchase this. The third and final pillar is iterative optimization and AB testing. A lot of people think that once their landing page is live, that the work is done. This is a massive mistake.

18:09 There's a reason that we're running dozens of AB test for our clients every single month, even though we've already got their landing pages to convert at high numbers like 5%, 7%, and even 15%. And it's because there's no ceiling when it comes to your conversion rate. There's always something to improve, whether it's your CTA, your design, your offer, or your copy. Even the smallest of changes can quickly result in a snowball effect where you really gain momentum and it starts to build up over time for massive ROI. The same landing page that can get you to 1 million or 2 million in annual revenue will not be the same page that gets you to 5 million or 10 million because eventually you're going to run into plateaus and you're going to hit walls along the way every time you try and scale. This is completely natural and the only way to break through those plateaus and break through those walls is through conversion optimization, which are new pages, new offers, and constantly running AB test. So, how do you come up with what to AB test? You want to come up with your test based on actual data analysis. You don't want to base it off of gut feeling because that never gets you anywhere. You want to base it off of data. This is what gets you the best results. We use three main tools for data analysis. Number one, Google Analytics. On GA4, you want to look out for things like bounce rate, average time on page, etc. This is going to give you a really good snapshot of your high-level metrics. The second tool is Microsoft Clarity. This is a completely free tool that you can install where you can literally watch recordings of people on your site. You can see exactly where they click, how far they scroll, etc.

19:32 The final tool is Userbrain, which basically allows you to actually interview your customers. To actually run the AB test, we use Intelligems for our e-commerce clients, and we use a platform called Go Stellar for our non-ecom clients. These platforms really help you seamlessly create the test very easily, and basically tracks all of the data in one clean dashboard. Every AB test you run, you always want to run it for a minimum of 1 week, right? This just accounts for any variations or fluctuations in data, the economy, and ad performance, whatever it may be. To know exactly how much data and time you need to run your test for, you can use a sample size calculator and check statistical significance as well, which is basically saying, "Was your test due to chance or not?" So, now let me show you what this three-pillar system looks like when it all comes together. One of our e-commerce clients, Parcel Safety, was already getting a substantial number of orders. They got a substantial number of traffic, 100,000 plus per month to their website, but they had a average conversion rate. So, we first deployed pillar number one by coming up with their core offer of protecting people and making them feel safe with their gas masks. We then converted that copy into beautiful, high-end, premium design. And finally, we did CRO for them and AB testing over the course of a few years.

20:39 Through our efforts, they saw a 174% lift in their overall conversion rate, a 32% lift in their average order value, and we helped them generate an incremental 2.39 million dollars in incremental projected revenue. For our education client, we did the exact same thing, where we completely revamped their offering copy, we packaged this up into a beautiful design, and then we did post-launch analysis. They saw orders come in the very first day of launching the new page, as well as passing the previous month's revenue in literally half the time. For our physical therapy client, we helped them better convert the traffic that they were already getting from social media by number one, rewriting their copy, number two, creating a kick-ass design, and number three, doing post-launch testing and analysis. All of this resulted in a 282% lift in their conversion rate, and they went from 40 leads per month to 150 leads per month. Now, if you want to go deeper, you can click here to go to the next video where I literally just show you the exact page structure that you should be using right now so that you can just copy it, but more importantly, so you can understand the principles behind why it works even better. See you over there, and thanks for watching.