How To Build Lead Machine Funnels - Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

Summary

Voices of Search Podcast: How To Build Lead Machine Funnels Episode Released: April 8, 2025
Host: Tyson Stockton
Guest: Alicia Kohlenhard, CEO and Co-Founder at Persuasion Experience

Introduction

In this insightful episode of the Voices of Search podcast, host Tyson Stockton welcomes Alicia Kohlenhard, the CEO and Co-Founder of Persuasion Experience. With a remarkable track record of leading over 600 funnels across 120 nations, Alicia brings a wealth of expertise in crafting high-converting landing pages. Their conversation delves deep into the intricacies of building what Alicia refers to as "million-dollar landing pages," focusing on elements that drive conversions and optimize user experience.

Understanding the Foundations of a High-Converting Landing Page

Tyson Stockton ([00:42]):
"We’re going to dig into what are some of the other elements we need to think of in creating that million-dollar landing page."

Alicia emphasizes the importance of precision in targeting the audience and aligning the landing page content with their specific needs. Building upon their previous discussion about the "above the fold" elements, Alicia outlines additional critical components essential for crafting a landing page that not only attracts visitors but also compels them to take action.

Key Elements Beyond the Above the Fold

Proof as a Core Component ([02:19]):

Alicia identifies proof as a pivotal element that establishes credibility and authority. She outlines four key ingredients for effective marketing:
- Target Market Understanding: Knowing the audience deeply and speaking their language.
- Messaging: Presenting clear, authoritative content that stands out.
- Social Proof: Demonstrating trustworthiness through testimonials and endorsements.
- The Offer: Clearly presenting the value proposition.
Alicia Kohlenhard ([03:05]):
"Without having proof on your page that you can do the thing that you say you do, then you become a commodity and not an authority."
Intentional Use of Social Proof ([04:20]):

Rather than merely adding testimonial sliders, Alicia advocates for purposeful social proof that aligns with the landing page's objectives. She suggests showcasing tangible outcomes, such as real-life successes and endorsements from reputable sources.

Alicia Kohlenhard ([04:50]):
"Show what's the dream outcome that we achieve. The problem I see a lot of people making on landing pages when it comes to design is they'll just add random stock images trying to make it pretty. But that's not our goal. We're trying to make it persuasive."
Balancing Proof to Avoid Diminishing Returns ([05:43]):

Tyson raises a crucial point about the potential for overwhelming the user with too much proof. Alicia counters by asserting that quality proof is always beneficial, provided it maintains relevance and authenticity.

Alicia Kohlenhard ([06:17]):
"I've never seen an instance where there's too much proof on a page. Only bad proof."

She further explains strategies for generating proof, such as leveraging public testimonials from celebrities or recognized publications, especially when direct proof is scarce.

Collaborative Marketing Strategies

A significant portion of the discussion revolves around the importance of collaboration between different marketing teams—SEO, paid ads, content, and sales. Alicia highlights the common issue of siloed teams that fail to share insights and successful strategies, thereby limiting overall effectiveness.

Alicia Kohlenhard ([11:07]):
“There’s no such thing as too much proof. Just ship well.”

She advocates for integrated approaches, such as the pod model, where smaller, agile teams work cohesively on client accounts to ensure seamless information flow and unified strategy execution.

Advanced Landing Page Components

Beyond proof and collaboration, Alicia outlines several advanced components that enhance the functionality and conversion potential of landing pages:

Five to Ten Reasons Why ([13:05]):

Crafting a clear, concise list of reasons why potential customers should choose your service or product helps in addressing common pain points and objections.

Alicia Kohlenhard ([13:05]):
“We put them into 5 to 10 reasons and that might look like something like 5 reasons why smart investors choose business X to invest in property.”
Comparison Tables ([14:10]):

Providing comparison tables allows visitors to easily see how your offering stacks up against competitors or alternative solutions. Alicia emphasizes simplifying this by focusing on key decision-making factors rather than exhaustive comparisons.
Page Full Stop ([15:58]):

This unique component serves users who scroll directly to the bottom of the page without engaging with the entire content. It mirrors the "above the fold" section by reiterating key messages and presenting a final call to action.

Alicia Kohlenhard ([15:58]):
“This full stop is for these people. It's basically doing a version of the above the fold at the bottom of the page.”
FAQs Section ([17:32]):

Including a well-crafted FAQs section not only aids SEO by incorporating relevant keywords but also addresses common queries, reducing friction in the decision-making process.

Integrating SEO and CRO for Optimal Performance

Tyson underscores the evolving role of SEOs in integrating Conversion Rate Optimization (CRO) principles. Alicia concurs, highlighting that effective SEO now requires proficiency in influencing user behavior and ensuring seamless conversion pathways.

Tyson Stockton ([19:25]):
"A good SEO today has to be proficient in influencing those elements because if you're not holding the user, if you're not sending them deeper into the website or converting them, that's also a signal to Google as far as whether or not you are satisfying the intent."

This synergy between SEO and CRO not only enhances search engine rankings but also drives meaningful business outcomes by converting traffic into tangible results.

Conclusion

In wrapping up the episode, Alicia reinforces the importance of standardizing effective landing page elements within SEO strategies. By meticulously crafting each section—from social proof to comparison tables—marketers can create landing pages that resonate with diverse user types and drive high conversion rates.

Alicia Kohlenhard ([18:49]):
"If you can nail this for your SEO templates and then make it work with whatever your SEO superpower is, whatever your campaigns will go off. And not only will you be ranking because I'm sure you're all really good at that, but you'll be delivering true business outcomes."

Tyson concurs, highlighting the necessity for SEOs to collaborate closely with other marketing teams to maximize impact and achieve cohesive, effective campaigns.

Tyson Stockton ([20:11]):
"If that is not yet a practice in your SEO strategy to work on these things, it definitely should be for the upcoming year."

Final Thoughts

This episode of Voices of Search offers a comprehensive guide to building lead machine funnels through meticulously designed landing pages. Alicia’s expertise provides actionable strategies for marketers aiming to enhance their SEO and CRO efforts, ensuring that landing pages not only attract traffic but also convert visitors into loyal customers.

For additional insights and resources mentioned in this episode, visit voicesofsearch.com and explore their episode summaries, guest contact information, and subscribe to their weekly newsletter for ongoing SEO and content marketing wisdom.

Notable Quotes:

Alicia Kohlenhard ([03:05]):
"Without having proof on your page that you can do the thing that you say you do, then you become a commodity and not an authority."
Alicia Kohlenhard ([06:17]):
"I've never seen an instance where there's too much proof on a page. Only bad proof."
Alicia Kohlenhard ([15:58]):
"This full stop is for these people. It's basically doing a version of the above the fold at the bottom of the page."
Tyson Stockton ([19:25]):
"If you can nail this for your SEO templates and then make it work with whatever your SEO superpower is, whatever your campaigns will go off... You'll be delivering true business outcomes."
Tyson Stockton ([20:11]):
"If that is not yet a practice in your SEO strategy to work on these things, it definitely should be for the upcoming year."

By following the strategies discussed in this episode, marketers can significantly enhance the effectiveness of their landing pages, driving both SEO performance and conversion rates to new heights.