Case Study: How I Built the Fast Church Websites Funnel (Q4 2025)
From 20+ pages of market research to 37.5% checkout completion—here's my complete process for a live campaign I launched 4 weeks ago.
Why I'm Showing You This (When You Didn't Ask)
I know my portfolio doesn't have traditional client work. So instead of just showing you ad copy and landing pages, I wanted to go above and beyond to demonstrate my competitive advantage: I can do (and have done) every step of the funnel-building process from scratch.
Most copywriters applying for this role will show you final deliverables. That's fine—but it doesn't show you how they think.
I'm taking a different approach. I'm walking you through the entire funnel-building process I used for Fast Church Websites—from market research to offer design to targeting mechanisms to multi-touchpoint copy to follow-up systems.
Why? Because I know you're not just hiring a "copywriter." You're hiring someone who understands how every piece of a funnel connects—someone who can think strategically across the entire customer journey.
This case study shows you exactly how I work, how I think, and what it's like to work with me. By the end, you'll know whether I'm the right fit for Sell More Online.
Let's dive in.
The Complete Funnel-Building Process
Market Research (20+ Pages)
Understanding the market, identifying avatars, and diving deep into pain points
The Starting Point
The Offer
- • Front-end: $27 DIY church website templates
- • Order bump: Google My Business setup
- • OTO 1: $497 Done-For-You service (7-day launch)
- • OTO 2: Bundle offer
- • Downsell: Online giving integration
The Context
- • Brand new Q4 launch
- • No existing pixel data
- • Cold Facebook traffic only
- • Goal: Generate qualified leads fast
Industry Analysis
The Market Opportunity
The church technology market is massive—$1.2 billion in 2024, projected to hit $2.1 billion by 2030. But here's what most competitors missed: they were all fighting over the same 15% of churches (megachurches and large churches with big budgets).
I found a different opportunity: 46.3% of US churches (173,000-194,000 churches) have NO website. Another 17% have deficient online presences. These churches are invisible to a generation that uses Google to find everything—including a spiritual home.
The Competitive Landscape
Existing solutions fell into three categories, all inadequate for small churches:
- •Custom agencies: $5,000-$25,000+ projects. Beautiful work, but completely out of reach for small church budgets.
- •DIY website builders: $30-50/month platforms like Tithe.ly Sites. Affordable, but require tech skills and time that bivocational pastors don't have.
- •Church Management Software: $75-500/month platforms like Planning Center and Breeze. Feature-rich, but overkill (and overpriced) for churches that just need a basic website and online giving.
The Gap I Identified
No one was serving the 85% of churches with fewer than 300 attendees. These churches don't need complex software. They need digital visibility and a way to accept online giving. That's it. But every solution on the market was either too expensive, too complex, or required too much time to implement.
Full Research Report Available
This analysis is based on a 20+ page market research report covering church demographics, competitive landscape, business models, and disruptive opportunities. View full report →
Avatar Identification
Primary Avatar: Small Church Pastors
Pain Points
- • No time (sermon prep, counseling, admin)
- • No budget for expensive agencies
- • Tech overwhelm (don't know WordPress)
- • Outdated site losing visitors
Desired Outcomes
- • Professional site (not DIY-looking)
- • Fast launch (weeks, not months)
- • Affordable (under $500)
- • Mobile-friendly
Decision-Making Style
- • Decision-fatigued
- • Want simple, clear solutions
- • Don't need to be "sold"
- • Need friction removed
Secondary Avatars
Church Planters
Building from scratch, need fast online presence
Rural Pastors
Limited tech resources, need simple solutions
Ministry Leaders
Running parachurch orgs, need professional sites
Key Research Insights
Insight #1: Blue Ocean Opportunity
85% of churches have fewer than 300 attendees, but 100% of church tech companies target the other 15%. This isn't a crowded market—it's a completely ignored market. Competitors dismissed small churches as "not worth the effort." I saw a multi-million dollar opportunity.
Insight #2: Decision-Fatigued Buyers
42% of pastors have seriously considered quitting in the past year. They're overwhelmed, time-poor, and decision-fatigued. This insight shaped the entire funnel: a $27 DIY front-end for budget-conscious buyers, with a $497 DFY upsell for those who know they need help. Both paths convert because they address different levels of urgency.
Insight #3: Nondenominational Growth
14% of Americans (40M people) now identify as nondenominational, up from 3% in 1972. These churches aren't bound by denominational vendor lists—they're free agents. This makes them easier to reach with cold traffic and faster to convert.
Insight #4: Closures Outpace Growth 3:1
4,000-10,000 churches close annually vs. 3,000 new plants. This creates urgency. Churches that don't adapt to digital expectations will die. Positioning Fast Church Websites as a survival tool (not a luxury) made the offer more compelling.
What Surprised Me
I expected small churches to be tech-averse. They're not. They're just broke and overwhelmed. When I removed the barriers (price, time, complexity), they converted at rates 2-3x higher than industry averages.
The biggest surprise: No one was targeting this segment with paid ads. I had the Facebook cold traffic market to myself. Zero competition. That's how I got $40-47 CPMs on cold traffic—I was the only one speaking directly to their pain.
Offer Design
Positioning, pricing, and packaging the offer to match avatar needs
Pricing Strategy: $27 Front-End → $497 DFY Upsell
The Core Strategy
The funnel is built around a $27 DIY template offer as the front-end, with a $497 Done-For-You service as OTO 1. This two-step approach allows us to capture both budget-conscious DIY buyers and time-starved pastors who want it done for them.
Why $27 for the Front-End?
- No-brainer impulse buy - Lower than a dinner out, zero friction
- Builds buyer list fast - Gets credit cards on file for upsells
- Removes risk objection - "Try it yourself first, upgrade if you need help"
- Positions DFY as relief - After seeing the work involved, $497 feels like a steal
Why $497 for the DFY Upsell?
- Below board approval threshold - Pastors can approve personally without committee vote
- Justified by time savings - "7 days vs 7 months" makes $497 feel cheap
- High perceived value - Professional service at DIY price point
- Removes execution burden - Sold on relief from overwhelm, not features
Strategic Insight
The $27 → $497 structure isn't arbitrary. It's designed to segment buyers by urgency and budget while maximizing lifetime value. DIY buyers who get stuck become DFY customers later. And those who know they're overwhelmed skip straight to the $497 offer. Both paths lead to revenue.
Why "Done-For-You" Positioning Works (As OTO 1)
Core Insight: Decision-Fatigued Buyers
Remember from the research: 42% of pastors have seriously considered quitting in the past year. They're overwhelmed, time-poor, and burned out. The $27 DIY offer gets them in the door, but the $497 DFY upsell is where we capture the high-intent buyers who know they need help.
"Under 1 hour" - Addresses lack of technical skills
"48 hours" - Removes barrier of having no one to execute
"7 days" - Creates urgency without pressure
Why This Positioning Works
- •Removes execution burden: They don't have to learn WordPress, design principles, or hosting setup
- •Sold on relief, not features: Emotional purchase to stop burnout pain
- •Targets the right personas: The Spouse & Volunteer drowning in church admin work
- •Bypasses the "someday" list: "It's on your 'someday' list—let's make it today"
The Complete Offer Stack
Purpose: Customer acquisition (covers ad costs). 93-98% cheaper than competitors. Impulse buy threshold.
Upsell Sequence
Expected Metrics
Targeting & Messaging Strategy
Avatar-first approach: developing 10-15 messaging angles per segment
The Strategic Process
Most copywriters write one ad and hope it works for everyone. I start with the avatar, then develop 10-15 messaging angles for that specific segment—each angle targeting a different pain point, desired outcome, fear, or aspiration. This is how you scale cold traffic profitably.
My Process for Each Avatar:
- 1.Identify the avatar - Who are they? What's their situation?
- 2.Map pain points - What keeps them up at night?
- 3.Map desired outcomes - What do they want to achieve?
- 4.Map fears & objections - What's stopping them from buying?
- 5.Develop 10-15 angles - Each angle speaks to a different entry point
Small Church Pastors (Under 200 Attendees)
Demographics
- • 85% of all US churches
- • Often bivocational
- • Limited tech skills
- • Budget under $500
Pain Points
- • No time (sermon prep, counseling)
- • Tech overwhelm
- • Outdated/no website
- • Decision fatigue
Desired Outcomes
- • Professional site fast
- • Affordable solution
- • No learning curve
- • Online giving setup
15 Messaging Angles for This Avatar:
Time Scarcity (Pain Point)
"You don't have time to build a website. Between sermon prep, counseling, and running the church, adding 'learn WordPress' to your to-do list isn't happening. Professional site in 7 days. $27 DIY or $497 done-for-you."
Why this works: Acknowledges their reality. Offers two solutions based on urgency.
Invisibility on Google (Desired Outcome)
"Families are searching 'churches near me' right now. If you don't have a website, you literally don't exist in that search. Get found in under 1 hour for $27."
Why this works: Creates urgency through missed opportunity. Emphasizes speed and affordability.
Tech Overwhelm (Fear)
"You've looked at website builders. They all promise 'easy,' then ask about hosting, plugins, DNS settings. That's not easy—that's overwhelming. Our templates work like filling out a form. No coding. No confusion."
Why this works: Validates their fear. Removes jargon. Simplifies the solution.
Embarrassment (Shame Trigger)
"Your website still has photos from 2016. Visitors notice. Board members notice. Your own congregation notices. Fix it in 7 days."
Why this works: Creates urgency through embarrassment. Offers quick fix.
Declining Giving (Financial Pain)
"Churches with online giving see 30% increase in donations. Set yours up in 48 hours with our DFY service. $497 one-time."
Why this works: Emphasizes ROI. Positions as investment, not expense.
Budget Constraints (Objection)
"Design agencies want $5K-$15K. Your church budget can't justify that. Professional church website templates for $27. 93% cheaper than competitors."
Why this works: Acknowledges budget reality. Massive price contrast creates urgency.
Procrastination (Behavioral)
"It's been on your 'someday' list for 3 years. Someday is today. Most pastors go from zero to live website in under 1 hour. $27."
Why this works: Calls out procrastination directly. Removes time objection.
Social Proof (Trust Building)
"47 churches launched professional websites in the past 6 months using our templates. Mobile-optimized. Online giving integrated. $27 DIY or $497 DFY."
Why this works: Numbers build credibility. Offers choice based on urgency.
Volunteer Burnout (Delegation Pain)
"You asked a volunteer to build the website. They disappeared after 2 weeks. Stop relying on volunteers. Our team builds it in 48 hours. $497."
Why this works: Addresses common failure pattern. Positions DFY as relief.
Mobile Optimization (Technical Need)
"73% of church visitors check your website on their phone first. If it doesn't work on mobile, you lose them. All our templates are mobile-optimized. $27."
Why this works: Data creates urgency. Emphasizes modern necessity.
Bivocational Reality (Time Constraint)
"You're already working 60+ hours per week between your job and the church. Let us build your website in 48 hours. $497."
Why this works: Acknowledges their unique situation. Emphasizes time savings.
Comparison to Competitors (Market Education)
"Tithe.ly Sites: $30-50/month. Planning Center: $75-500/month. Fast Church Websites: $27 one-time. Same professional result. No recurring fees."
Why this works: Direct price comparison. Emphasizes value and savings.
Attracting Younger Families (Growth Goal)
"Millennials and Gen Z expect every organization to have a website. If you don't, they assume you're closed. Get online in under 1 hour. $27."
Why this works: Addresses generational gap. Positions website as survival tool.
Decision Fatigue (Emotional State)
"42% of pastors have seriously considered quitting in the past year. You're overwhelmed. You don't need more options—you need someone to do it for you. $497. 48 hours. Done."
Why this works: Validates burnout. Positions DFY as relief from decision fatigue.
Stewardship Framing (Values-Based)
"You're called to steward your church's resources wisely. $27 for a professional website means $4,973 saved compared to hiring an agency. That's money back into ministry."
Why this works: Reframes purchase as stewardship. Appeals to values.
How I Apply the Same Process to Other Segments
The same strategic process applies to every avatar: identify their unique situation, map pain points and desired outcomes, then develop 10-15 angles that speak directly to their entry points. Here's how I would approach three additional segments:
Avatar #2: Church Planters (First 2 Years)
Unique Situation
Building from scratch, need fast online presence, limited budget, high urgency
Key Pain Points
No credibility yet, need to look established, can't wait 6 months for website
Desired Outcomes
Professional site fast, online giving from day 1, look bigger than they are
Sample Angles:
- • "You're building a church from scratch. Your website shouldn't take 6 months. Professional site in 7 days. $497."
- • "Church planters need credibility fast. A professional website makes you look established—even if you're meeting in a school gym."
- • "Launch Sunday is 3 weeks away. You need a website NOW. We build it in 48 hours. $497."
- • "You can't accept online giving without a website. Set up both in under 1 hour. $27."
- • ...and 11 more angles targeting speed, credibility, budget constraints, launch urgency, etc.
Avatar #3: Rural Church Pastors
Unique Situation
Limited tech resources, skeptical of "fancy" solutions, practical mindset
Key Pain Points
No tech support nearby, worried about complexity, don't want to look "too slick"
Desired Outcomes
Simple site that works, no ongoing maintenance, authentic (not corporate)
Sample Angles:
- • "Your church doesn't need a fancy website. It needs one that works. Mobile-friendly. Online giving. $27."
- • "No tech support in your area? No problem. Our templates work without ongoing maintenance."
- • "You're not trying to look like a megachurch. You just need visitors to find your service times and contact info. $27."
- • "Rural churches are closing 3x faster than new ones are opening. Digital visibility is survival, not luxury."
- • ...and 11 more angles targeting simplicity, authenticity, self-sufficiency, survival, etc.
Avatar #4: Parachurch Ministry Leaders
Unique Situation
Running nonprofits, need fundraising pages, donor communication
Key Pain Points
Need to look professional for donors, limited budget, fundraising urgency
Desired Outcomes
Donor-ready site, online giving, professional credibility, fast launch
Sample Angles:
- • "Donors check your website before they give. If it looks unprofessional, they move on. Professional site in 7 days. $497."
- • "You're running a ministry, not a tech company. Let us handle the website. You focus on the mission."
- • "Grant applications ask for your website. If you don't have one, you're automatically disqualified."
- • "Online giving increases donations by 30%. Set yours up in 48 hours. $497."
- • ...and 11 more angles targeting donor credibility, grant requirements, fundraising ROI, mission focus, etc.
Why This Approach Works
Most copywriters write one ad and hope it resonates with everyone. That's why their cold traffic campaigns fail. I develop 10-15 messaging angles per avatar, each targeting a different pain point, desired outcome, fear, or aspiration.
This is how you scale cold traffic profitably: by speaking directly to each segment's specific entry point. When you test 15 angles, you're not hoping one works—you're guaranteeing that at least 3-5 will hit hard enough to scale.
Multi-Touchpoint Copy
Ads, landing pages, booking pages, emails—every touchpoint optimized
Ad Copy (3-5 Hook Variations Tested)
"You don't have time to build a website. Between sermon prep, counseling, and actually running the church, adding 'learn WordPress' to your to-do list isn't happening. Here's what we built for 47 churches in the past 6 months: Professional website. Mobile-optimized. Online giving integrated. Launched in 7 days. $497 one-time. Done."
"Pastor, why doesn't our church have a website?" 😳
That question from a 16-year-old in our youth group hit me like a punch to the gut. Here I was, trying to reach our community for Christ, but when families searched "churches near me" on Google, we were completely invisible. I'd been putting off getting a website for years because every designer wanted $4,000+ and I couldn't justify spending that much when our church budget was already stretched thin...
Then I heard about Pastor David Chen's story. Small church, tight budget, same exact problem. But he found a solution that seemed too good to be true: professional church website templates for just $27. Last Friday, I purchased the Fast Church Websites template package. By Sunday morning, our church had a professional website that looked like we'd hired an expensive design agency.
Within two weeks: Three new families visited after finding us online. Our members started proudly sharing our website. We saved $4,973 compared to hiring a designer.
They're Searching for a Church. Can They Find Yours?
Every week, families in your area type "churches near me" into Google. If you don't have a website, you literally don't exist in that search. Not because you're not called. Not because your ministry doesn't matter. Just because technology feels like a foreign language you never learned.
You've probably looked into website builders. They all promise "easy," but then ask you about hosting, plugins, domain DNS settings, and responsive design. That's not easy—that's overwhelming.
Six church-specific templates. Twenty-seven dollars. Everything pre-built for ministry. You fill in your information like you're filling out a form. No coding. No confusion. Most pastors go from zero to live website in under an hour.
Finally check "Church Website" off your list
The worst part wasn't the outdated website. It was the lie I kept telling. "We're working on it." I must have said those words 500 times. To the young couple who visited three weeks straight. To the board member who gently mentioned our website still had photos from 2016. To my own wife, who stopped asking because she could see the shame in my eyes.
But we weren't. Not really. Oh, we'd HAD meetings about it. We looked at other church websites. We got a quote from a design agency—$7,500—and that ended THAT conversation. Then it was 2025 and we STILL didn't have a functioning website.
What I didn't understand: Building a church website isn't actually hard. We just thought it was. Every time we looked into it, we hit the same walls: Agencies wanted $5K-$15K. DIY builders meant 40+ hours of YouTube tutorials. Volunteers always disappeared when life got busy. The tech overwhelm felt like learning a foreign language.
Until I found Fast Church Websites. Tuesday, 2:00 PM - I clicked on an ad. By 4:00 PM, our church had a professional, mobile-friendly, WORKING website. Total time: 2 hours. Total cost: $27. Total technical skill required: If you can use Facebook, you can do this.
Three years of stress. Three years of embarrassment. Solved in one Tuesday afternoon for the cost of lunch. That Sunday, I had 14 text messages from church members: "Pastor, the website looks AMAZING!" "Finally! This is so professional!"
Copy Themes Across All Ads
- • Invisibility on Google
- • Embarrassment from visitors
- • Budget constraints ($5K-$15K too high)
- • Tech overwhelm (hosting, DNS, plugins)
- • Time poverty (can't spend 40+ hours)
- • Chronic procrastination
- • Shame (youth asking, visitors commenting)
- • Regret (families who never visited)
- • Relief ("years-long weight off shoulders")
- • Hope ("421 churches launched this month")
- • Urgency ("community Googling right now")
Landing Page Copy
Strategic Decision: Short Copy > Long Copy
For this avatar, I tested short-form landing pages against long-form VSLs. Short copy won by a significant margin. Decision-fatigued pastors didn't need to be "sold"—they needed friction removed.
Landing Page Structure
Headline
"Launch A Professional Single-Page Church Website In Under An Hour For Just $27 (No Tech Skills Required)"
Why This Headline Works
- • Specific time promise: "Under an hour" removes the "this will take forever" objection
- • Price anchor: $27 feels like a no-brainer compared to $3,000-$5,000 agency quotes
- • Kills the fear: "No tech skills required" speaks directly to decision-fatigued pastors who feel overwhelmed
Key Copy Sections
6 templates, video training, hosting access, setup checklist, domain guide, email support, mobile-responsive design, instant access
"A custom church website from a professional web designer will cost you anywhere from $3,000 to $5,000 and take weeks (sometimes months!) to complete..." Positions $27 as less than 1% of agency cost.
Choose template (2 min) → Customize (30 min) → Go live (same day). Breaks down the "how" to remove mystery.
3 detailed testimonials from pastors (David Chen, Jennifer Martinez, Marcus Johnson) with specific results and emotional hooks.
30-day money-back guarantee + "let you keep the site" (removes all risk).
Strategic Insight
The entire page is designed around one insight: pastors don't want to build a website—they want to stop feeling guilty about not having one. Every line of copy removes friction, kills objections, and makes it feel effortless. No jargon. No technical terms. Just "if you can write an email, you can do this."
Booking/Checkout Page Copy
Result: 37.5% checkout completion (industry average: 15-25%)
Why this worked: The copy set proper expectations throughout the funnel. No surprises at checkout. No sticker shock. No "let me think about it."
Booking Page Strategy
The booking page is intentionally minimal—no surprises, no friction. The copy reinforces what they already know from the landing page:
- • Clear pricing: $27 one-time payment (no hidden fees, no monthly charges)
- • Delivery timeline: "Instant access—start today" removes the "when will I get this?" anxiety
- • Risk reversal: 30-day money-back guarantee + keep the site (removes buyer's remorse)
- • Simple form: Name, email, phone—no unnecessary fields that create abandonment
Why 37.5% completion rate? Because the entire funnel set proper expectations. No sticker shock. No "let me think about it." Just a smooth handoff from landing page to checkout.
Post-Purchase Delivery Sequence
After purchase, customers receive an immediate confirmation email with login credentials, welcome video, and "what to expect next" timeline. This reduces support tickets and builds excitement for using the templates.
Strategy: Immediate delivery removes buyer's remorse. Clear next steps reduce confusion. Welcome video builds connection and increases engagement. No calls, no complexity—just instant access to what they bought.
Follow-Up Systems
Automated and manual follow-up to maximize conversions
Abandoned Cart Sequence (5 Emails)
When someone started checkout but didn't complete, they entered a 5-email sequence designed to remove objections and create urgency.
"Hey {first_name}, I saw that you almost finished your order! Just wanted to let you know we're securing your Church Website Templates that you were about to lock in. I totally understand life may have gotten in the way..."
"Congratulations!!! This is your instruction email for getting your website in under 24 hours! You let us know that you're looking to get a Church Website Template built for you..."
"It's Jake from Fast Church Websites... I wanted to let you know that we have your church website templates waiting for you... More families are searching for churches online than ever before. When someone new moves to your area, the first thing they do is Google 'churches near me.' If your church doesn't show up... they'll never know you exist."
"Everyone tells you how easy it is to get your church online... But nobody ever gives you the process to actually get there. Why? Because most people giving advice online haven't ever really done it themselves... That's why, when you pick up your very own Church Website Template... We also give you detailed walkthroughs showing how other small churches we've helped got their websites up and running..."
"Hey {first_name}, it's Jake from Fast Church Websites. Today, I have something super exciting for you... First: Claim your Church Website Template from us, and we'll design it for you for only $27. Second: Once we design the website, we'll add our proven email follow-up sequence for your church of your choice. Usually, all of this would cost you hundreds (some design agencies charge thousands) But we're giving this to you for just $27..."
Post-Purchase Delivery Sequence (2 Emails)
After purchase, customers received a delivery sequence designed to set expectations, provide access, and promote upgrades.
"Congratulations {first_name}... You just reserved your very own church website from us... Our team is currently working on getting you taken care of & building your new website... It's going to take about 15-30 minutes to deliver your order... When it's done, you can access it inside our Customer Care Center."
- • Login to Customer Care Center
- • Watch short walkthrough video
- • Click "Activate Website" button
- • Set up hosting account (takes about 1 hour)
"Congrats {first_name}! Your website is just a couple clicks away... This is an automated notification from the team here at Fast Church Websites that your order is complete & you can access it inside our Customer Care Center!"
Additional Follow-Up Systems (In Development)
Manual Follow-Up & Customer Support
Automated sequences handle the majority of follow-up, but high-touch manual outreach is critical for specific situations.
Question & Refund Requests
When customers have questions or request refunds, we engage in manual outreach to:
- • Answer technical questions (hosting setup, domain configuration, template customization)
- • Address objections ("This is too technical," "I don't have time," "I need more features")
- • Offer alternatives (upgrade to $997 Custom Build if DIY feels overwhelming)
- • Save the sale by providing white-glove support instead of issuing immediate refunds
Upsell While Saving Sales
Strategic insight: Refund requests are often disguised buying signals. When someone says "This is too complicated," they're not rejecting the offer—they're rejecting the execution model. We respond with: "Would you prefer our $997 Custom Build where we handle everything for you?" This turns refund requests into upsell opportunities while maintaining customer satisfaction.
Results & Optimization
What worked, what didn't, and what I'd test next
Initial Results
Why These Numbers Matter
- 5.4% opt-in on cold traffic is 2-3x industry average (most landing pages get 2-4%). The copy qualified leads BEFORE they clicked, so only serious prospects opted in.
- 37.5% checkout completion destroys the industry average of 15-25%. This means the copy set proper expectations—no surprises at checkout, no sticker shock, no "let me think about it."
- 1.42-1.88% CTR on cold traffic to an ultra-specific niche proves the targeting and messaging were dialed in. Most "spray and pray" approaches get 0.5-0.8%.
- These are BASELINE numbers—brand new offer, Q4 launch, no pixel learning, no optimized creative. This is what the copy did out of the gate with zero optimization.
What Worked
- Short copy > long copy for this audience. Decision-fatigued pastors didn't need to be sold—they needed friction removed.
- Clear positioning ("Done-for-you in 7 days") differentiated from competitors offering monthly subscriptions.
- Proper expectation-setting throughout the funnel meant no surprises at checkout.
- Social proof ("47 churches launched") built credibility for a brand new offer.
What Didn't Work (And What I Learned)
Here's what failed—and why. These weren't "bad ideas," they were hypotheses that the market rejected. That's how you learn.
Failure #1: $997 DFY Pricing
What happened: We launched with $997 DFY pricing. Not only did it fail to convert, we saw a spike in refund requests. Customers felt it was a bait-and-switch—ads promoted "$27 templates," then checkout showed $997.
Why it failed: Cognitive dissonance. The ad promised "under 1 hour setup for $27." The $997 offer contradicted that promise. Even though the DFY service was legitimately worth $997, the framing made it feel deceptive.
The fix: Pulled it down twice, then repositioned at $497 with clearer expectation-setting in ads. New messaging: "$27 DIY or $497 DFY—you choose." Transparency killed the bait-and-switch perception.
Failure #2: Expensive Hosting ($81/month)
What happened: The software we used required $81/month hosting. This was a massive objection—pastors balked at ongoing costs after paying $497 upfront.
Why it failed: Positioning problem. We framed it as "required hosting" instead of "premium infrastructure." Customers saw it as a hidden fee, not a value-add.
The fix: Rewrote the copy to emphasize why the hosting was expensive: "Enterprise-grade speed and security—the same infrastructure megachurches use." Also added a $997 Custom Build option that included hosting, giving customers a choice instead of forcing the $81/month.
Failure #3: Domain Categorized as "Religion" by Facebook
What happened: Facebook's algorithm categorized fastchurchwebsites.com as "religious content," which triggered stricter ad policies and limited reach.
Why it failed: Facebook treats religious content differently—higher scrutiny, lower distribution, more manual reviews. This killed our ability to scale cold traffic.
The workaround: Repositioned messaging around the "nonprofit angle"—emphasized that churches are 501(c)(3) organizations serving communities, not religious institutions selling salvation. Also tested landing page URLs without "church" in the domain to avoid triggering the filter.
Failure #4: No Winning Ad Creative Yet
What happened: We've tested multiple ad creatives (see examples below), but none have hit "winning" status yet. CTR is decent (1.42-1.88%), but we're still in the learning phase.
Why it's struggling: Pixel conditioning issues. Brand new offer, no historical data, cold traffic only. Facebook's algorithm is still learning who converts. This is normal for Q4 launches—it takes 50-100 conversions before the pixel optimizes.
The pivot: Forced to do cold outreach early (LinkedIn, email, church leadership groups) to gather qualitative feedback and accelerate learning. This gave us insights we couldn't get from Facebook data alone—like which pain points resonate most and which objections kill conversions.
Ad Creative Examples (Still Testing)
Here are the ad creatives we've tested so far. None have hit "winning" status yet, but they're performing decently (1.42-1.88% CTR). Still in the learning phase.
Offer-Focused (Bullet Format)
Clean, benefit-driven layout. Emphasizes speed ("Under 24 Hours") and expertise ("Built By Niche Experts"). White background for professionalism.
Offer-Focused (Laptop Mockup)
Shows actual website preview on laptop. Blue checkmarks for trust signals. Emphasizes "Designs That Convert."
Shame-Based (Procrastination Hook)
Targets chronic procrastinators with "Still on your 'someday' list?" Post-it note visual reinforces the "to-do list" pain point.
Shame-Based (Outdated Website)
"Your website since 2015" with construction cone visual. Targets churches with embarrassingly outdated sites. Emphasizes "2 hours to launch instead."
Humor-Based (Endless Announcements)
Church podium with checklist of "Week 47 of 'we're working on it'." Targets pastors who've been promising a website for months/years.
Story-Based (Youth Question)
Youth asking pastor "Why can't they find us?" with Google search showing "No results found." Emotional hook targeting invisibility pain.
What I'm Learning From These Tests
- • Shame-based hooks (procrastination, outdated sites) get higher engagement but lower conversions—people click but don't buy
- • Offer-focused creatives (bullet lists, laptop mockups) have lower CTR but higher conversion rates—qualified traffic
- • Story-based hooks (youth question, pastor embarrassment) perform best on retargeting, not cold traffic
- • Humor-based ("Week 47") gets shares and comments but doesn't drive purchases—entertainment, not conversion
What I'd Test Next
Hook Variations
- • Test 3-5 new angles based on targeting mechanisms
- • A/B test emotional vs. logical hooks
- • Test question-based hooks vs. statement hooks
Pricing Tests
- • Test $397 vs. $497 vs. $597
- • Test payment plans (3 payments of $199)
- • Test urgency elements (limited spots)
Landing Page Length
- • Test even shorter copy (3 sentences + CTA)
- • Test video vs. text-only
- • Test testimonials vs. no testimonials
Upsell Offers
- • Monthly maintenance ($97/month)
- • SEO add-on ($297 one-time)
- • Social media integration ($197)
Lessons Learned
Key takeaways I'll apply to every future funnel
Lesson #1
Know your audience's decision-making style, not just their pain points. Decision-fatigued pastors didn't need long-form VSLs—they needed friction removed.
Lesson #2
Tight copy > long copy for time-poor audiences. Every word has to earn its place. If it doesn't qualify leads or remove objections, cut it.
Lesson #3
Proper expectation-setting = higher conversion at every stage. No surprises at checkout means higher completion rates.
Additional Strategic Insights
Lesson #4: Low-Cost Solutions to Known Problems Convert Fast
It's remarkably easy to sell a low-cost solution to a problem customers already know they have and have been trying to fix themselves. Pastors knew they needed a website. They'd been procrastinating for months (or years). $27 removes the "I need to think about it" objection entirely. The lesson: when you're solving a known, acknowledged problem, price becomes the accelerant, not the barrier.
Lesson #5: Refunds Are Upsell Opportunities
When someone requests a refund or raises an objection ("I don't want to pay $81/month for hosting"), that's not a lost sale—it's a signal. We built a custom build option at $20/month specifically to handle this objection. The lesson: people want to feel like they're making the choice, not being forced into one option. Give them alternatives and you save sales while increasing LTV.
Lesson #6: AI Enables 1:1 Message-to-Market Matching at Scale
One of my biggest recent observations: AI allows you to create a sales page in minutes that speaks directly to a specific pain point. This means you can have one landing page per ad without spending weeks writing copy or starting from scratch every time. You can test 10 different angles with 10 different landing pages in the time it used to take to write one. The lesson: speed-to-test is now the competitive advantage, not just copy quality.
Lesson #7: Mistakes Are Data, Not Failures
The $997 pricing failed. The $81/month hosting created refund requests. The domain got categorized wrong. Every "mistake" gave us information we used to improve the offer. The lesson: if you're not breaking things, you're not testing fast enough. Iteration beats perfection.
Questions You're Probably Asking
I know what you're thinking. Let me address the elephant in the room—and a few other elephants while I'm at it.
"If you made $1.7M in affiliate commissions, why do you want this job?"
Honest answer: I'm burned out from doing too many things at once, and I want to master one thing—copywriting.
For the last 4 months, I've been working 80-90 hour weeks—creating organic content, launching new offers, chasing opportunities, managing everything myself. I'm scattered. I'm doing dozens of things okay instead of one thing exceptionally well.
I want focus. I want to stop being a generalist and become a master at the one skill that matters most: writing copy that makes money. I want a predictable income and schedule so I can go deep instead of staying surface-level on everything.
I want growth. Working solo has made me stagnant. No feedback loop. No collaboration. No one farther along to learn from. I'm not sharpening the most important skills because I'm too busy doing everything else.
I want to play at a bigger level. I've proven I can build funnels that make money for myself. Now I want to prove I can do it for clients, at scale, under pressure—working on 375+ funnels a year instead of 3-5.
This isn't about the money. It's about skill acceleration, accountability, and escaping the feast-or-famine cycle of solo affiliate marketing. I want to learn your systems, get immediate feedback, and compress years of learning into months.
This isn't a step down—it's the next level. I've built a skillset. Now I want to refine it by working with the best.
"Prove the $1.7M. Where did it come from?"
Fair question. I generated $1.7M+ in affiliate commissions over 6+ years (2019-2025) promoting dozens of offers across multiple verticals. Here's the breakdown:
Major Documented Sources (~$576K)
Dashboard screenshots available:
- • Legendary Marketer: $241,769
- • Blake Nubar's Partner Program: $117,227
- • CELM Funnel (own digital product): $87,602
- • ClickFunnels: $72,479
- • Faceless Product Reviews: $39,880
- • Affiliate Empire (own digital product): $10,704
- • No Sale Profit System: $3,711
- • OfferLab Launch: $2,902
Major Self-Reported Sources (~$830K)
Dashboards no longer accessible (offers ended, platforms changed):
- • ERTC through Bottom Line Savings: ~$400K
- • Christian Entrepreneur Lead Machine: ~$200K
- • Rapid Crush Affiliate Triad (Jason Fladlien): ~$90K
- • Jarvis AI (now Jasper): ~$75K
- • PDF Farming: ~$45K
- • Ugentic AI: ~$20K
Dozens of Smaller Programs (~$300K+ combined)
Random promotions on WarriorPlus, JVZoo, ClickBank, plus:
Jonathan Montoya's Freedom Breakthrough, Spencer Mecham's Affiliate Secrets, Alpha Funding, Fiverr, Capitalist Partners, Grammarly, SoFi, Udimi, Sprizzy, Marketing Boost, ActiveCampaign, ClickMagick, AWeber, Villiers, Ad Coaches Course, Crypto Trader, Tweet Hunter, NEXT, Bizee, Anonymous Influencer, FastTrack FBA, Submagic, VidIQ, Viral Vue, OddsJam, Typeset, Augusta, Swift Websites, and many more.
I spent $200K+ on paid ads (tracked every dollar), which means I understand ROI pressure and what it takes to make cold traffic profitable.
Dashboard Screenshots (Proof)
Legendary Marketer: $241,769
Blake's Partner Program: $117,227
CELM Funnel: $87,602
ClickFunnels: $72,479
Faceless Product Reviews: $39,880
Affiliate Empire: $10,704
No Sale Profit System: $3,711
OfferLab Launch: $2,902
I'm happy to discuss specifics during our conversation.
"Why don't you have any client work?"
Because I've been building my own funnels. I wanted to learn by doing, not by theorizing. I didn't want to practice on someone else's budget—I wanted to risk my own money and learn from real consequences.
Here's what that means:
- • I've spent $200K+ of my own money on ads, so I understand the pressure clients feel
- • I've built complete funnel systems (research → offer → copy → follow-up), not just "wrote some ads"
- • I've optimized based on real data, not gut feelings or client preferences
- • I've made mistakes with my own money at risk, which taught me more than any client project could
I don't have client testimonials yet. But I have something better: proof that I can build funnels that make money with my own capital at risk. That's a higher bar than "client liked my work."
"What happens when your next affiliate campaign takes off?"
I'm not launching new campaigns while working here. I have passive income from existing funnels, but I'm not actively chasing the next big launch.
Here's my commitment:
- • I'm committed to this role for at least 12-18 months (minimum)
- • I'm not looking for a side gig—I'm looking to build a skillset I can't get anywhere else
- • I see this as an investment in my long-term career, not a short-term paycheck
If I just wanted to make money, I'd keep doing what I'm doing. I want to get better. I want to learn from the best. That's why I'm here.
"Can you work on a team? You've been solo for years."
Yes—and I'm self-aware about the adjustment. I know I've been solo, and I know that means I'm used to being the final decision-maker. But that's exactly why I'm seeking this role: I want collaboration, feedback, and accountability.
Here's what I bring to a team:
- • I'm coachable—I want to learn your process, not impose my own
- • I'm not precious about my work—if something needs to be rewritten, I'll rewrite it
- • I've studied your content (YouTube, podcasts) and I align with your philosophy
- • I'm hungry to learn, not prove I'm the smartest person in the room
I've been solo because I didn't have a team worth joining. You guys are the team I've been looking for.
"Why Sell More Online specifically?"
Because you're doing the kind of work I want to master. I didn't apply to 20 agencies. I applied here because:
- • You focus on speed-to-market and iteration over perfection (that's how I think)
- • You've built 375+ funnels and generated $100M+ (that's the volume I want to learn)
- • You teach systematized funnel-building, not just "creative copywriting" (that's what I need)
- • Evan and Cam are operators who've done the work, not just theorists
This is the best place to learn high-volume funnel work. That's why I'm here.
"What's your biggest weakness as a copywriter?"
I've never worked with clients. That means:
- • I don't have a portfolio of client testimonials
- • I've never had to navigate client feedback or revisions
- • I've never had to hit someone else's deadlines (only my own)
- • I've never had to write for industries I'm unfamiliar with (I've only written for markets I've researched deeply)
But here's what I do have:
- • Proof that I can build funnels that make money ($1.7M in affiliate commissions)
- • Experience spending $200K+ of my own money on ads (I understand ROI pressure)
- • A complete skillset (research → offer → copy → follow-up → optimization)
- • The humility to know I have gaps and the hunger to fill them
I'm here to learn how to do for others what I've done for myself. That's the gap I'm trying to close.
That's My Process
This is what you get when you work with me: strategic thinking across the entire customer journey, multi-touchpoint copy that adapts to different targeting mechanisms, and continuous optimization based on data.
I'm not just a copywriter. I'm a funnel architect who understands market research, offer design, targeting, and follow-up systems.