Roast My Landing Page

Turn more visitors to your SaaS landing page into customers

No Employees
Founders Don't Code
Solo Founder
Growth
Marketing
SaaS

Side-project to help early stage startups nail their positioning and increase conversion.

May 11, 2021 My landing page advice Twitter thread went viral

I noticed that the majority of Roast My Landing Page bookings come from communities and organic social media. I am still struggling to generate meaningful conversion through paid ads.

As a result I have massively increased the amount I contribute to communities and my social accounts. I think people finding me organically through social media is a great starting point for buying a roast.

A twitter thread detailing what I learnt after roasting 200 landing pages went semi-viral - generating 490 likes, 100,000 and 100 extra followers for my account: https://twitter.com/helloitsolly/status/1390310904563224581

It also drove interest from multiple communities including indiehackers and some Facebook groups.

Some thoughts as to why it did well

  • I didn't promote anything - just posted what I learnt
  • It was insights focused - specific and granular
  • I used visual examples to illustrate each point, which I annotated
  • I asked for RTs at the end

My next step is to try and publish valuable, insightful threads at least three times a week to drive followers and awareness. It seems that the people that 'get it' then naturally explore the other things I've published and ultimately book a roast.

May 7, 2021 I roasted 200 landing pages in 12 months - £70,000

200 roasts, £70,000 in revenue and 642 cans of Diet Coke later

12 months of roasting landing pages

Over the last twelve months I've roasted the landing pages of 200 startups. Landing pages from indie makers, VC-funded scale-ups and profit-generating enterprise organisations, across multiple industries and audiences. With an average of 25 mins a roast, that's over 3.5 full days of roasting pages to increase conversion.

What is a roast?

Each roast was a personalised 20-minute video review of a landing page, identifying fixes to convert more visitors into customers. Based on best practice, testing insights, and my work as a conversion rate optimisation expert.

But what did I learn about high-converting landing pages? And about running a productised business? And what can you learn from me? It turns out quite a lot...

Why I started Roast My Landing Page

Roast My Landing Page started as a pandemic side-project to allow me to support early-stage startups while generating a second-stream of income outside of my freelance marketing work. It ended up generating me over £70,000 of work, over 2,000 email subscribers, and an ever-growing list of insights into the pains and challenges of early stage businesses and the amazing people that run them.

It's all about the founders

And it has really been about the founders! Every single person comes with their own story, passion, and ideas. They were eager to learn how to do justice to their product, service or email list, and showcase it to the world in the form a high-converting landing page.

Here's a Twitter thread with 16 ideas to increase your landing page conversion based on auditing 200 websites: https://twitter.com/helloitsolly/status/1390310904563224581

April 28, 2021 Booked my first landing page rebuild!👷🏾‍♂️

Last week multiple IHers suggested I can grow revenue for my project by offering new services to my existing customers.

I introduced three news services into my project's client area: landing page rebuilds, conversion analytics setup and copy rewrites.

Since then existing customers have booked:

1x landing page rebuild
1x copy rewrite
1x conversion analytics setup

This totals £2600 in extra revenue from my existing customers.

The best thing about this is that the only promotion for these services was a simple booking link in the email with the client's landing page roast video link.

I have struggled with CPA for roasts, but if I can grow revenue and profit through existing customers, I may have a much more sustainable business.

Most people know this, but it's worth remembering - selling to existing (happy) customers is much easier than selling to new customers.

April 21, 2021 Hit $5,000/month revenue (but some bad news too)

So, after leaving my job to run roastmylandingpage.com full time about 9 days ago I've already crossed monthly revenue of $5,000 which is a great milestone.

I have been running test ad campaigns on all major platforms: Twitter, Facebook, Quora, Reddit and Paved.

The issue is that the CPA is super high. In fact each new customer is costing me about £110 - leaving just £40 profit per roast. Here you can see my exact progress: https://twitter.com/helloitsolly/status/1382272106306633736

Lots of people share revenue milestones as part of the #openstartups movement, but I wanted to share both revenue and expenses to show how challenging new customer acquisition is.

My goal is to get CPA down to around £50 per roast, leaving £100 profit but I also have some other ideas.

  1. Upsell existing customers into other services
  2. Build out my email list to nurture potential customers into buying

In fact I have already launched a few new products into my client area for my existing customers, including copy rewrites and page builds. If I can sell these to existing customers the CPA will be nominal.

I'll keep sharing what I am learning along my journey. I'm only in my second marketing sprint but I am shipping lots, learning lots and loving the support from other makers.

April 13, 2021 Quit my £600/day job to run Roast My Landing Page

Major milestone for me. I've made the decision to go full time on my side project, and I start today.

Let me share why I've made this difficult decision.

I've spent the last 6 months leading a brilliant marketing team in an extremely well paid freelance job. I've had a lot of fun experimenting with big budgets on new channels.

Freelance roles are addictive for me. They offer me routine, influence, connection to a team, the chance to get lots done. But as someone who tends to over-commit freelance jobs can cause real problems for my other professional goals. I am sure lots of IHers know this problem well.

For about a year now Roast My Landing Page has been a side project that has been significantly prioritised when I'm less busy, and totally ignored when I'm working with clients. Leaving me with too many 'what ifs'.

For the last few months I've had the nagging feeling that the opportunity cost of not giving my side project the time and attention it deserves is too big. So after a few sleepless nights, I'm pulling the plug on my freelance work completely.

For the next 10 weeks I will exclusively on RMLP with a goal to generate 1 sale a day at a CPA of less than £50 (a Roast is £150). That should mean about £3000/month in profit.

This goal will not get me anywhere near my freelance revenue BUT it will take me to ramen profitability 🍜

I want to know what I can do when I am fully focused on my side project. And that's what I'm going to find out. I'd love the support of IHers - will you join me?

Follow me story and all my metrics on https://twitter.com/helloitsolly

April 5, 2021 Roast My Landing Page passed £20,000+ new design

My side project roastmylandingpage.com has now generated £20,000 in revenue. That's over 150 roasts of SaaS, ecommerce and B2B landing pages!

Thanks to everyone who has supported my side project. This community has offered advice, feedback, constructive criticism and kind words.

To celebrate I've implemented a brand new landing page design - cleaner, simpler, and more focused on the buyer. I used the same guidance I would with any client who booked a roast.

Would love to know what you think.

April 5, 2021 Roast My Landing Page passed £20,000+ new design

My side project roastmylandingpage.com has now generated £20,000 in revenue. That's over 150 roasts of SaaS, ecommerce and B2B landing pages!

Thanks to everyone who has supported my side project. This community has offered advice, feedback, constructive criticism and kind words.

To celebrate I've implemented a brand new landing page design - cleaner, simpler, and more focused on the buyer. I used the same guidance I would with any client who booked a roast.

Would love to know what you think.

October 2, 2020 Launched First 100 Users Blog for startups

After the success of my lead magnet I decided to move ahead and launch a blog dedicated to startups getting their first 100 users which is the called the First 100 Users Blog https://blog.first100users.com/

This follows the Roast My Landing Page blog and is based on my desire to move away from paid sources of acquisition for my productised services. My plan is to reduce my spend on Google Ads, Twitter and Facebook and build content to serve three purposes

  1. Grow my search footprint with articles based on new user acquisition
  2. Give value to founders. I've created a bunch of resources including eBooks, public Notion Boards, downloadable templates and more. These can help me build relationships
  3. Nurture clients. I have built lots of how-to content to help me move people towards a place where they book me for freelance or join the course.

Blog
The blog is built on Ghost and the images are created in Canva from a template I liked. I decided to focus on a simple, photographic style.

Content
I treat all articles as a work in progress. Sometimes I even dump online posts with just a link to another blog or site, just to help me understand where I am going next. I like to constantly iterate and refine content to make it more useful. I find this is the best ROI for good quality. I also include content from questions I answer here on IHers as posts, and re-create Twitter threads as articles.

Subscribe
Of course I have added a subscribe link as my plan is to continue to grow my email lists. So far I have around 1800 subscribers across my various productised services.

Thanks to everyone on IHers for their support and please do feel free to check out the blog.

September 28, 2020 300 eBook downloads: first 100 users

My new piece of content marketing has hit 300 download in less than a week. The ebook is 100 ideas for you startup's first 100 users and is taken from my existing Notion board https://www.first100users.com/ebook

This 300 downloads was delivered through a combination of paid and organic marketing. Everyone will go into a sequence getting a series of emails from me with tips for delivering your first 100 users, with upsells into my paid services.

Sources of content

Organic: Twitter posts, Facebook posts, LinkedIn email signature

I made sure to leverage my existing network to grow reach of my lead magnet. I simply asked people to RT and share.

Paid: LinkedIn and Twitter ads

I will share the paid ad performance in a new post with details of the cost per lead. Broadly LinkedIn is more expensive but better quality.

September 23, 2020 Launched a landing page optimisation blog 🍗

I have now completed 150 landing page roasts.

One of the biggest challenges I have is driving sales. There are lots of founders that want a service like mine, but they have to be in the buying phase ie actively reviewing their landing page performance.

Currently I use paid advertising, word of mouth and partnerships to grow sales. Now I am going to focus on content marketing.

I've launched https://blog.roastmylandingpage.com/ featuring all my conversion rate and landing page optimisation content. I want one central place for my writing and to host my Twitter threads. I have been writing content for a few months but it was blended with user acquisition content.

My idea here is to start search optimising this content and guest post to build out backlinks. I want a scalable channel that compounds over time and I am hoping content marketing is the one.

Thanks as always for the amazing support from the IHERS community, it's been awesome! So many people have reached out to offer feedback, support and more.

Side-project to help early stage startups nail their positioning and increase conversion.