1. Hello! Who are you and what is your business?
I’m a straight-talking freelance digital marketer based in London working with various early-stage startups. Early this year a client suggested I should host a podcast roasting startups. There’s enough bearded white men with podcasts, so I decided to productise the idea instead. At roastmylandingpage.com you can book me to undertake a 10-minute roast of your landing page with a view to doubling the conversion rate. I built a landing page and had my first customer in less than an hour through Twitter.
Since then I’ve roasted 100s of startups. Today I’m making about £500 a month (10 roasts) with the cost being 200 mins of my time and a small amount of marketing spend (< £100). The model is simple, at 6 roasts an hour I can earn £300/ hour which is 3 times my freelance rate. In reality they take longer but it also funnels work into my core business.
For my customers, 10 minutes is all they need to get the high-level first actions to increase their website’s conversion. It’s silly for them to retain a freelancer over weeks to iterate on changes. It also means I can charge a fair price to Indie Makers with limited budgets.
2. How do you attract and retain your customers?
I love building audiences! Content marketing was key. Two main assets I used were a flowchart called ‘Does Your Landing Page Suck?’ and my free, public Notion board ‘100 Actionable Ways To Get Your Startup’s First 100 users’. Both of these worked well in communities and the social web, driving people into roastmylandingpage.com. I boosted these assets with some paid social and was able to get a CPC of less than 8p.
3. What were your challenges and obstacles of growing your business?
I am still very early stage. But like everyone I had problems getting my landing page to convert. Very meta. I increased conversion in two ways: driving people through content first, and reducing the number of questions in the checkout page. Previously people would answer 5 questions about their page, and checkout. Now the questions are emailed after checkout.
I tend to over-invest in my ideas so I tried to keep an objective, distanced view on things.
4. What has been helpful to help you to grow your business?
The IndieHackers community has been an incredible resource for feedback, support and leads. I use HotJar to watch users browse the site, and through the funnel. The landing page was quickly put together in Versoly which is my preferred landing page builder.
The landing page roasts are filmed using loom for a video-in-vide experience which was incredibly easy to setup and use.
I always work lean. As mentioned, a client suggested I do a podcast roasting startups and I decided to put a landing page up later that day. I had my first customer from my existing Twitter followers with an hour. This motivated me to start iterating and spend more time on the project.
5. What is your advice for those are starting productized services?
Two words: work lean. Get into the validation stage as quickly as possible. That means real feedback, real visitors and real customers. For me, when productising your skills, almost anything else is a blocker.
6. What are your plans for the future?
Help more people. Giving people useful, actionable feedback and seeing it implemented is immensely gratifying.
I don’t think I’ll iterate on the product unless customer feedback suggests I could be doing something more valuable.
Increase revenue to £3000/month through increased landing page conversion (always room to refine) and more content marketing using unique formats, and targeted at the persona. This would place me in a position to travel more while working on my own terms.
7. Where can we learn more about you?
Come say hello on @helloitsolly on Twitter or checkout roastmylandingpage.com.
What small change to your landing page had a big impact on conversion?