Fixing a +$500K Business Landing Page
How to Sell an Online Course | Dan Koe Content Strategy
02/04/2025
The other day I was learning about YouTube for business, and one of my favorites to learn this is Ed Lawrence.
He’s a business owner teaching other businesses how to grow their business with YouTube.
After watching the video I clicked on one of his links, but I didn’t expect to see a page like this…
With 80K+ YouTube subscribers and a thriving business, Ed is clearly doing many things right.
However, after studying his opt-in page, I spotted several opportunities for improvement that could potentially unlock even more growth.
Today, I’ll break down what I’d change about his landing page and why these adjustments could lead to significantly more conversions.
The 8-Second Rule
Did you know that 80% of website visitors decide if they want to keep scrolling in the first 8 seconds?
That’s it. 8 seconds to hook them or lose them forever.
This is why your header section is the most critical element of your entire landing page.
Looking at Ed’s original landing page, I immediately spotted several opportunities for optimization:
1. Make the Headline More Specific and Benefit-Driven
Your headline isn’t just text at the top of your page.
It’s the gateway to everything else.
A weak headline means fewer people will ever see the rest of your offer.
No matter how amazing it is.
For Ed’s page, I would focus on making the headline have:
The improved headline immediately communicates the exact value subscribers will receive:
Actionable YouTube growth strategies that have proven results.
This speaks directly to his audience’s desires rather than making vague promises.
2. Simplify the Value Proposition
The average person is bombarded with +5,000 marketing messages every day.
When your value proposition is unclear or complicated.
You’re essentially asking visitors to do extra work to understand why they should care.
And guess what? They won’t.
Here’s how I’d clarify the value proposition on Ed’s page:
Notice how each bullet point now clearly communicates a specific benefit rather than features.
I’d also emphasize the weekly delivery of actionable strategies.
Showing subscribers they’ll get consistent value, not just a one-time resource.
3. Optimize Social Proof to Stay Above the Fold
People make split-second decisions based on trust signals.
But here’s what most creators get wrong…
They overload their pages with too many testimonials for something that is free.
This pushes critical conversion elements below the fold.
My approach for Ed’s page is more simple.
By using a single video that contains multiple testimonials, everything stays above the fold.
Where visitors actually see it.
Instead of generic praise, each text testimonial directly addresses a specific objection like:
“I was skeptical this would work for small channels, but I went from 500 to 3,000 subscribers in six weeks using just one strategy.”
This targeted approach builds trust faster while keeping the page clean and focused on conversion.
Why These Changes Would Make a Difference
These improvements aren’t just cosmetic tweaks.
They address the core psychological principles that drive conversion:
- Immediate clarity: Visitors instantly understand what they’ll get
- Reduced friction: Simplified messaging requires less mental effort
- Increased trust: Strategic social proof overcomes skepticism
For a creator with Ed’s size audience, even a modest improvement in conversion rate could mean hundreds of additional subscribers each month without creating any new content or spending more on ads.
That’s all for now.
Talk later,
Alan Perce
P.S. If you’d like me to analyze your landing page and suggest specific improvements (like I did for Ed’s page)
Hey, I’m Alan Perce
I help founders and solopreneurs create the perfect sales funnel that will turn their audience into profit 24/7.
With researching, testing, and refining I’ll create the right sales system for your business growth.
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