How To Sell Something Intangible (Live Case Study)
🐬 Join the Sprint Club: https://www.strategysprints.com ⚡️ Receive our newsletter: https://thesalesshow.beehiiv.com/ 💎 The Investing Show Newsletter: https://theinvestingshow.beehiiv.com/ This nonprofit's website had 6 different call-to-actions and nobody could figure out who it was for. Watch two conversion experts tear it apart live and rebuild it in under 45 minutes. Watch conversion experts Simon Severino and Peter Sandin perform a live website teardown of a children's nonprofit organization, identifying critical funnel problems and providing actionable solutions to multiply donations and engagement. Unclear Target Audience - Visitors couldn't tell if content was for parents, schools, or businesses Vague Value Proposition - "How to grow kids to be amazing adults" lacks emotional urgency 6 Different CTAs - Confusing user journey with no clear primary action Weak Social Proof - Generic testimonials that don't build trust effectively Poor Video Thumbnails - "SEL in Action" means nothing to visitors Abstract Messaging - No concrete outcomes or specific problems solved Audience Segmentation - Force visitors to self-select (parent/school/business) Emotional Hook Strategy - Connect to current events and real pain points Single Primary CTA - One clear next step that feels natural Thumbnail Optimization - Netflix-style visual storytelling Concrete Value Statements - Specific outcomes instead of vague benefits Weekly data tracking system that works with minimal traffic, plus the content cadence needed for 2025 marketing success Perfect for nonprofit marketers, conversion optimizers, website owners, and anyone struggling with low website conversion rates despite having valuable content. Chapter Markers: 00:01:20 - Website Analysis: EchipourKids.org First Impressions 00:01:39 - Clarity Problem: "Who Is This For?" Not Immediately Clear 00:02:19 - Target Audience Confusion: Parent, School, or Corporation? 00:03:33 - Nice-to-Have vs Must-Have: Emotional Urgency Missing 00:05:53 - Ideal Client Definition: 5 Levels Deep Framework 00:07:22 - Social Proof Issues: Testimonials Too Generic & Buried 00:08:27 - Segmentation Strategy: Parents, Students, Businesses Need Separate Pages 00:12:48 - Value Clarity Problem: What Happens If I Donate? 00:15:52 - Current Events Hook: Linking to Relevant Social Issues 00:17:23 - Video Testimonial Problems: "SEL in Action" Unclear Title 00:18:52 - Thumbnail Optimization: Low Contrast, Unclear Message 00:20:24 - Page Engagement Issues: Not Pulling Readers to Next Sentence 00:21:07 - Reducing Legwork: Making Video Content Skimmable 00:23:00 - Multiple Call-to-Action Problem: 6 Different CTAs Confuse Users 00:25:24 - Backwards Engineering: Start with Desired User Action 00:26:47 - Natural Flow: CTA Should Feel Like Obvious Next Step 00:29:12 - Donation Page Analysis: Unclear Money Impact & Small Text 00:31:52 - Simplification Solution: Segment First, Then Single Page Flow 00:33:12 - Build vs Optimize: New Simple Page in 3 Hours 00:35:40 - Data Measurement: Weekly Friday Reviews & Small Data Points 00:37:52 - Conversion Rate Impact: Higher Rates = Better Data Signals 00:39:28 - Content Frequency: Daily Social vs Weekly Email Cadence 🐬 Join the Sprint Club: https://www.strategysprints.com ⚡️ Free Tools: https://www.strategysprints.com/tools CONNECT WITH ME 🐦 X: https://x.com/simonseverino 👋 LinkedIn: https://at.linkedin.com/in/simonseverino 🎉 Free Community: strategysprints.com ACCELERATE YOUR SALES 🐬 Business Coaching: https://www.strategysprints.com 🌴 Sales Show: https://www.youtube.com/@simonseverinosales 💪 Investing Show: https://www.youtube.com/@InvestingShow SIMON SEVERINO Simon Severino is the CEO of Strategy Sprints. He has created +2B in additional sales for his clients over the last 21 years. As an advisor who became CEO, he had to learn the importance of working ON the business more than IN it. Now, he shares his proven templates with high-ticket entrepreneurs. They reclaim 14 hours per week using the Strategy Sprints™ Method and enjoy sales that soar. Author of "Strategy Sprints", Podcast Host Ranking Top 2,5%, TEDx speaker, Forbes contributor, Triathlete. Has appeared on over 1300 podcasts. When he is not supercharging sales, you'll find him swimming, biking, running and tricking his 3 kids into outdoor activities so they can't escape his annoying shrinky questions.
