What Makes a Landing Page Convert? Lessons from Alex Hormozi, Berlin Balance & My First Clients

Let’s be honest: most landing pages are built to look good - not to convert.

You know the kind. Big hero image, vague “solutions,” one too many buzzwords. But when it comes to actually getting someone to book a call or download a lead magnet, the page flops.

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If you’re a small business owner, especially in wellness or a female-led venture, your landing page can’t just look good. It needs to work.

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So, how do you build one that does?

Here’s what I’ve learned from building my own (for Berlin Balance), studying Alex Hormozi’s legendary “$100M Offers” approach to landing pages, and designing for other small businesses in Webflow.

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1. Clarity Beats Cleverness

Let’s start with Hormozi’s mantra: “Clear > Clever.”

You have about 3 seconds to answer one question for your visitor:

“What do I get if I keep reading?”

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On the Berlin Balance landing page, I didn’t lead with “mindful movement experiences” or “holistic corporate wellness.” I wrote:

Back Pain, Burnout, Bad Posture? Yoga Therapy Helps—And Your Company Can Offer It.

Direct. Visual. No buzzwords. That’s what hooks.

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2. Pain First, Then Promise

As Lara Acosta teaches in her psychology-led marketing framework: people take action to avoid pain more often than to chase pleasure.

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I leaned into this by calling out the problems that most office workers already know they have: neck tension, burnout, poor posture.

Then I promised a real-life solution: weekly yoga therapy. No apps. No fluff.

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If your landing page skips the pain and jumps straight to your shiny offer, it’s missing what makes people lean in.

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3. Build Like a Conversation, Not a Brochure

Hormozi says a landing page should mirror a real conversation you’d have with a potential client. That means answering objections before someone has to scroll back up.\

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For Berlin Balance, I structured it like this:

• The hook (pain + promise)
• Benefits (why it works at work)
• Definition (what is yoga therapy?)
• Process (what happens next?)
• FAQs (what if it’s not the right fit?)

And here’s a trick: I wrote each section like I were talking, not selling. Less “discover our unique methodology” and more “here’s how it works in 3 simple steps.”

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4. Social Proof (Even If You Don’t Have Any Yet)

One thing missing from my launch: testimonials.

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That’s changing soon, but if you’re in the same boat, here’s how to handle it:

• Mention your experience, network, or method. (e.g., “8 years in Berlin’s wellness scene.”)
• Preview client outcomes (before/after scenarios).
• Use transparent CTAs like “First session is free—no strings.”

Transparency builds trust.

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5. Give Something Away (Strategically)

Lead magnets aren’t optional. They’re how you turn a visitor into a subscriber—and eventually into a client.

Mine? A free Personal Website Checklist, especially for small business owners and solo founders. It helps people spot what’s not working on their current site.

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Yours should solve a specific problem and be easy to consume (PDF, checklist, mini-audio, whatever fits your flow).

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6. SEO Is UX

If you build in Webflow, you’ve already got SEO basics on your side: clean code, alt text, and manual control over meta titles.

But don’t forget this: SEO starts with content clarity.

• Use real, specific language (no “solutions” or “synergy”).
• Add internal links to related blog posts or services.
• Write your meta title and description like ad copy (and don’t stuff keywords).

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Final Thoughts (And a Soft CTA)

If you’re a small business (specially one led by women or focused on wellness), your website shouldn’t be just a digital business card. It should be a working sales tool.

Want help building a page that actually converts?

Let’s talk. I’m currently booking free discovery calls via She Develops. I design in Webflow, build with strategy, and optimize for search—and humans.

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PS: Don’t Miss the Free Checklist

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