Look at this magnificent beast.
It’s a success story page I put together for a client. Kind of like a testimonial page but on steroids and with a bottle of Nitrous Oxide strapped to it’s back.
A page like this is great for retargeting campaigns and mixing into your launch/evergreen cycles. It’s a proof bomb you can set off when you want people to go “Ok, damn, this person is legit. I need to work with them…”
Let’s break this page down:
Part 1: The headline
I wanted a headline that would show what makes Ron unique, flex his authority, AND highlight the benefits of working with him.
This is what a lot of “success story” or “Testimonial pages” miss. It’s just a list of quotes and video clips saying how great the person/product is. There’s no real context of what they can do for the reader. So you want a headline that makes it clear why all of this matters for the reader.
Based on the case study and testimonial interviews I had already done for Ron, I had a good sense of how he helps people and what makes him unique.
I knew people in his group had massive success quickly. I knew they crushed it with launches, evergreen funnels, and high ticket offers. And I knew what made Ron special was how he actually gives a shit. He helps people scale through plans that are customized to their business — not a one-size-fits-all “here’s my process go to it” thing.
I managed to stick all that in the headline because I’m a badass motherfucker. And every claim made is quickly backed up with quotes below many times over.
Part 2: The Big shots
Now, it’s time to dive into the quotes and praise from Ron’s past clients.
We lead things off with the big names: Todd Herman and Ryan Levesque.
Those are the two of Ron’s most well-known clients. And Ron helped them get huge results. So it was a no-brainer to make them first.
Now, a lot of Ron’s clients were women. So we needed some additional X chromosome’s in the mix. I wanted women with big numbers to brag about, so Selena and Luisa made the cut.
Finally, I wanted to mix things up and show Ron’s expertise outside of launching. So the clip of Borris scaling to $2.5 million in 2.5 years was put up there.
Now, notice the format I’m using. We put the sexiest quote ABOVE the video clip. Then below the video we give a brief description of the struggle the person had and how Ron helped them. Framing the text around the video makes it easier for the quotes to stand out. It also makes it easier to read becasue it’s not just a big block of text.
For the quotes, I didn’t want stuff like “Ron is great!”. Any business coach can have stuff like that on their site.
I wanted proof that couldn’t be copied. Real, tangible results that would get the reader excited. So I focused on revenue growth.
That’s a big part of what these types of business owners are looking for. They have a certain revenue number in mind for launches… or an idea of how much they want to grow sales. So we’re stoking the fire of the desire that’s already at the front of their mind.
Part 3: Getting testimonial clips
Alright, I’m not going to go into too gritty detail on everything. Let’s just cover the broad strokes.
The people on the page are more or less in order based on the results they got. They more jaw-dropping their results, the higher on the page.
Now you may be wondering, how did we get all these amazing videos?
Well, for most of the ones on the first half of the page, I got on Zoom for 15 minutes with the person, asked them questions, then we edited the video.
The questions were:
- What was your challenge before Ron?
- What was your biggest objection to working with him and how’d you overcome it?
- What results did you achieve?
There’s a little more to it than that but that’s the gist.
After getting them to answer that series in one go, I asked a few other things, including “What’s the best part of working with him?” and “Anything else you want to share?”
This format lets the viewer connect with the person in the video — because we connect through struggle. AND the viewer likely has similar problems so it shows how Ron is perfect to solve them.
Next, they talk about their objection and how they overcame it. The viewer is going to have the same objections. So the person giving the testimonial is basically saying “yeah, I know that barrier too, I got around it and so you can you. Now quit being a baby and join.” Ok, I made that last bit up.
Finally, we go into results because that’s what people want. Not everyone likes sharing numbers but when you’re selling business coaching it’s good to get them whenever possible. And those who didn’t have great numbers yet we used for part 5…
Part 4: The 3 levels of awesomeness
You may not have noticed but we are selling 3 things on this page: One-on-one coaching, Ron’s mastermind, and Ron’s weekend rafting mastermind in Medellin. (By the way, the pic at the top of this post is from Ron’s Medellin trip. I’ve also done his live events. Both great experiences. I highly recommend anything he puts on.)
To make this more clear, we broke the page down into 3 sections. First is the results from Ron’s coaching clients, then results from his mastermind clients, then from people who joined his Medellin adventure.
This lets us pack a crazy amount of social proof into one page. And gives people the chance to sign up for whatever way they want to work with Ron.
It also gives us a chance to go into the different layers of what’s great about each program.
For example, people in Ron’s mastermind LOVE the other members of the group. They’re impressed that everyone in there is operating at such a high level — which is different from most of the masterminds they’ve tried before.
So we highlighted that. In the section where we talk about the mastermind, we first include results (the most important thing for the viewer) and then include quotes of how much people love Ron/other members (the 2nd or 3rd most important thing for the reader.)
Part 5: Beyond the numbers
People who want a business coach don’t JUST care about the numbers and results.
They also want someone they enjoy working with. Someone who cares. Someone who will help them succeed on their terms — not someone who can help double their revenue but forces them to sell their soul in the process.
That’s why we also included a section where people just talk about how great Ron is and how much they love working with him.
You may notice that we’ve reused a couple of people at different points in the page. Well, those people have a lot of great things to say. Who am I to put a muzzle on them?
Part 6: Facebook stalking
Scroll down the page and you’ll find a plethora of FB quotes from people shouting about:
1) The success they had with Ron
2) How much they love Ron
3) How much they love Ron’s mastermind group
Digging these up took an afternoon or two of good ol’ fashion Facebook stalking. But it let us find great quotes from people who had yet to submit any testimonials. And it added a new dimension to the page.
There’s something about FB quotes that just feel real. They’re unfiltered — people just expressing joy and excitement in the moment. They break things up so the page isn’t just a repeat of quotes and clips that cause the reader’s eye to glaze over from the repetition.
Oh, and notice how above each FB post is a quote taking from the post? Yeah, that’s so people don’t have to read the full post. Becasue guess what, they won’t!
It drives me nuts when people just paste in all these FB posts. You expect the reader to slog through all that!? Give them the cliff notes. That’s all they want.
It’ll make your social proof more powerful if the reader actually knows the great things being said about you/your product — as opposed to them seeing a big wall of quotes that say lord-knows-what because the reader has no intention of reading all that.
Alright, there’s a lot more we could say about this page and ways you can use it.
But I’ve got to go write words for clients so it’ll have to wait.
Got any questions?
Or did anything stand out as interesting to you?
Let me know in the comments below.