€0-259k in 10 Months: How We Helped a Business in Spain Get 127 High-Ticket Leads from a Simple Website Contact Form

In April 2023 we took on a business who hadn’t had a single lead from their website (except the spam below).

Fast-forward 10 months…

And they received 127 high-ticket leads, 28 sales and €258,810 in revenue from the same website.

What changed?

It worked by adding a fourteen-word offer to the primary call-to-action button (CTA) on the website.

Instead of getting spam from the contact form…

The business started receiving 3 quality leads a week from search engines, Google Ads and Facebook Ads.

So if your website has CTA buttons like:

• “Contact Us”
• “Get a Quote”
• “Book a Call”

I want to help you improve your high-ticket lead generation by adding something we call the ‘Frictionless Offer’ to your website.

If you already run ads or get organic visitors the improvement should be instant.

If not…

Then this post will be the most valuable thing you read all year.

The #1 Reason Why Businesses Struggle to Get High-Ticket Leads

There are seven small businesses selling the same service to the same market as our client in this example.

As of 24th April 2024 here’s the primary CTA each has on their website:

• Contact
• Contact Us
• Get in touch
• Book your appointment
• Request a Quotation
• Free Consultation
• Click here for a free quote

After clicking you get taken to a with a contact form.

If you want more high-ticket leads you must have something more than this.

I’ll explain why below…

But first a confession: we only discovered this by blowing nearly €1,500 of our client’s ad budget on Facebook Ads.

There was a three-month period last year when we spent €1,490.90 on Facebook Ads.

We got only 6 leads and 1 sale.

Can you guess what the CTA in my Facebook Ad was?

It was this:

We got a sale so I’m not saying this kind of call-to-action doesn’t work.

It’s just very expensive.

And not necessary.

Because after we discovered the Frictionless Offer we spent another €541 on Facebook Ads to get 19 leads and 6 sales worth €37,238.

It works out as €28 a lead and €90 a sale.

Below I’ll explain how we came across this advertising strategy and why it’s so effective.

How a Carpet Cleaner Taught Us to Write Facebook Ads

In 1992 Joe Polish was about to shut down his carpet cleaning business.

His newspaper ads were failing to bring in leads.

But he came across an idea from the advertising great David Ogilvy suggesting that ads needs to offer ‘advice’ and ‘service’.

Joe implemented this idea…

And within 6 months his income grew from $2,100 to $12,300 per month.

Today, Joe Polish has turned thousands of carpet cleaners and professional service providers into millionaires.

So what did he do differently?

Joe says he started offering a ‘Free Room of Carpet Cleaning’.

Before, Joe would put a contact number in his ads and ask readers to contact him.

Now he was offering a genuine free service.

Let’s revisit to the seven sentences our client’s competitors use on their websites and in their ad copy:

• Contact
• Contact Us
• Get in touch
• Book your appointment
• Request a Quotation
• Free Consultation
• Click here for a free quote

Five of these CTAs offer no kind of helpful advice or service.

Two of these CTAs offer a free consultation/quote…

But a free quote is not really a service and it isn’t useful advice.

The best way to get high-quality leads is to offer a service for free that actually provides useful advice.

Why?

A free service has less ‘friction’ (i.e. leads don’t feel they’re getting into an uncomfortable sales pitch) and useful advice helps to build trust (so you close more sales).

As I mentioned above we got 6 leads and 1 sale after spending €1,500 on Facebook ads with an offer of a ‘free consultation’.

Then we had 19 leads and 6 sales after spending €541 on Facebook Ads with an offer of a ‘break even estimation’.

Below I’ll show you exactly what our Frictionless Offer was.

The Frictionless Offer that Generated 127 High-Ticket Leads, 28 Sales and €258,810

The client in this case study is a solar energy company in Spain with a small 50km service area.

Here’s the fourteen-word Lead Offer that changed everything:

There’s a few important points about this offer:

• It’s a free service
• It’s helpful advice for prospects even at the beginning of the buyer journey
• It educates, creates a 1-to-1 conversation and builds trust

After our success with Facebook Ads we added this Frictionless Offer on the main website homepage and used it in all future ad copy.

It was the narrow gate through which 127 high-ticket leads passed and generated €258,810.

So how can you create a Frictionless Offer like this?

Well…this is the question we’ve been asking ourselves ever since.

Finally we’ve simplified the Frictionless Offer into a 10-step strategy that can work in different niches and with different services. 

In fact, we used the Frictionless Offer to help a new client make 5 sales and €62,000 (£52,773) while spending just €29 (£25) per lead on Facebook Ads.

The total ad spend on this campaign was just €500 (£428) for a total of 17 leads.

It was a niche completely different to solar energy.

Below, I’ll cover the first 5 steps of the Frictionless Offer strategy (otherwise we’ll be here all day).

If you want the full thing you can download our 10-step checklist which summarises each step.

Just enter your email address below.

5 Steps to Creating Your Own Frictionless Offer

Step 1: Does the Contact Form Qualify High-Quality Leads?

You’re probably wanting to skip this step.

But keep going.

Because updating your contact form is the most painful – but important – part of this process.

Our client almost threw us out in the first month of working with us because of it…

Picture it.

On this first day of sending live this client’s new Frictionless Offer via a Google Ads campaign we get a lead for €0.87 that will close for €15,418.

It was the first lead they’d ever got from Google Ads.

The business owner requests an emergency meeting: “Why have you made the contact form so difficult?”

“Aren’t we going to lose leads?”

Ironic.

But we had made the contact form pretty difficult:

• If the prospect already had an installation
• What solar equipment they were interested in
• What type of property they had
• If they were the legal owner
• How much they spent on electricity last month
• A .pdf upload of their most recent bill
• Further comments about their property (orientation, roof type, etc.)

We convinced the client to stick with this new contact form.

And over the course of the first month with this Frictionless Offer on the website homepage we got 11 leads from 56 visitors via Google Ads and organic traffic.

That’s a 20% conversion rate! 

The client made their first €32,411 from leads in this month.

Why such a good output from such a little input?

Because the questions in the contact form pre-qualified all the leads.

So this is Step 1 of the 10-step checklist: Does the contact form qualify high-quality leads?

If you really do sell more than one high-ticket product or service to more than one kind of Ideal Client…then consider creating a custom form for a custom campaign.

But for now we move on.

How did you get high-quality leads to fill out a difficult contact form?

Step 2: Does the Frictionless Offer Provide Huge Value?

Making a difficult contact form is pointless unless you can actually get someone through it.

You can do it only if the reader really wants what you’re offering.

We spent days researching the kind of person who buys a solar installation.

And we pinpointed something in a Facebook Review:

The desire here is this: protecting money from inflation.

You’ll notice a ‘break even estimation’ has very little to do with solar technology.

And that’s the point.

We are shifting our focus from selling solar to providing a financial solution for the rising cost of living.

So this is Step 2: Does the Frictionless Offer provide huge value?

Most of the time a Frictionless Offer has little to do with your service.

Instead, you’re offering a service and helpful advice that provides the answer to a question your ideal customers are asking.

Moving on.

Step 3: Does the Frictionless Offer Handle the Primary Sales Objection?

In his book Expert Secrets marketer and ClickFunnels co-founder Russell Brunson shares the following story..

One of Russell’s buddies (Perry Belcher of DigitalMarketer.com) went through all the offers his companies had sold over a period of 10 years.

He discovered this fact.

If a sales pitch tried to get someone to believe multiple different ideas then the offer didn’t convert very well.

But if the sales pitch focused on ONE idea…sales doubled.

Russell called this idea the Big Domino.

In our client’s case the biggest objection to buying a solar installation was the high price.

Many prospects thought it wasn’t worth the cost.

But here’s another Facebook Review we found which helped us figure what the Big Domino could be for a high-quality client.

So Step 3 is: does the Frictionless Offer handle the primary sales objection?

This is important.

Without this step, you could waste time providing a service and advice to clients who aren’t likely to buy.

When you get the Big Domino right…

We found a minimum of 1 in 5 leads who received a personalised break even estimation would go on to buy a system.

Step 4: Does the Frictionless Offer Provide a Free Service and Useful Advice?

A quick recap on the Free Sample concept from Joe Polish:

If there’s one thing that might turn you off using an Lead Offer…it’s the effort involved.

You’ll notice Joe Polish’s Free Room of Carpet Cleaning requires manual labour.

It’s not a quotation that can be complete in 30 minutes.

In our case, the break even estimation required a technician to go to a prospect’s house.

It required:

• Asking questions about consumption habits
• Reviewing an electricity bill
• Looking at the type of AC transmission
• Examining at the roof space, orientation and shading
• Returning to the office
• Inputting data into a calculator
• Preparing a report to send back to the prospect

This takes time.

But you’ll get a higher volume of quality leads for less overall advertising spend by offering a free service.

Second of all, you set yourself apart.

Most services selling a localised high-priced service survive on referrals, luck or undercutting the prices of their competitors.

With a Frictionless Offer you can attract new clients without referrals and sell them without cutting prices.

So this is Step 4: Does the Frictionless Offer provide a free service and useful advice?

More often than not the Frictionless Offer is already a part of your service.

For example…

The solar installer already provided break even estimations whenever a new lead asked for a quote.

All we did was flip these two sales processes around.

On to the last step!

Step 5: Is the Frictionless Offer Frictionless?

Here’s the fourteen-word Lead Offer from our client again.

The most important thing to understand is that a Frictionless Offer is still an ‘offer’.

A lead ‘buys’ your Frictionless Offer with their telephone number and the ‘price’ should be more than justified with value.

This is important.

Most people hate giving their phone number to a sales person.

Instead, you should offer something that doesn’t make the prospect feel they are being sold to.

So this Step 5: Is the Frictionless Offer frictionless?

A break even estimation is free, painless and doesn’t make the prospect feel they are being pushed into a sale…

Instead, we are presenting them helpful advice which they can act on if they wish – or not.

Offering a ‘free quote’ creates a huge amount of friction.

Are you with us?

If not, then there are two more items in the 10-step Frictionless Offer checklist that will help to remove any fear, doubt and distrust in your prospects.

If you want the full picture then just click below.

So…How Do You Get Ideal Customers to Actually See Your Frictionless Offer?

So far I’ve given you the 5 main steps we go through to help clients create a Frictionless Offer.

But if you’re interested in actually using one for your business…

Let me recap on the three channels we used to get our Frictionless Offer in front of readers for the business in this case study:

• Facebook Ads
• Google Ads
• Search engines (aka SEO)

Here’s a breakdown of sales by traffic channel:

But there are pros & cons to using each platform.

Below, I’ll go quickly through the pros and cons of each method.

Facebook Ads

Pros:

• Quick lead-generation results
• Huge market
• Leads cheaper than Google Ads

Cons:

• Needs trial & error
• Complex to set up campaigns properly
• Prone to spam and low-quality leads

Google Ads

Pros:

• Quick lead-generation results
• Large market
• Leads tend to be higher quality than Facebook Ads

Cons:

• Leads more expensive than Facebook Ads 
• Complex to set up campaigns properly
• Requires constant maintenance or costs can spiral out of control

SEO

Pros:

• High return on investment (no ad spend)
• Large market
• Leads tend to be higher quality than Facebook Ads

Cons:

• Long setup time until you get lead-generation results
• Complex to set up properly
• Requires web design & copywriting skills

If you’re already generating traffic from one of these three channels then adding a Frictionless Offer should bring instant improvements in your high-ticket lead generation.

But if want an expert to implement it for…

See our own Frictionless Offer below.

Want Help With Your High-Ticket Lead Generation?

If you’d like some help to create a Frictionless Offer and improve your high-ticket lead generation…

Here’s our offer for you.

We’ll create a Facebook Ads campaign to get you 1-5 high-quality leads for €100 total spend or less (you just cover the ad costs).

If we don’t get at least 1 qualified lead from the campaign within 15 days…we’ll refund you the ad spend.

Sound interesting?

Complete the short application form (click below) and book in a 30-minute call to go over the details.

Final Thoughts: Using Frictionless Offers to Improve Your High-Ticket Lead Generation

The Frictionless Offer is not a new concept.

But none of the direct competitors in our client’s market are using it.

Unfortunately for them…

Having no Frictionless Offer means low volume of leads and high advertising costs.

As you’ve seen above, a Frictionless Offer helped our client in Spain generate 127 high-ticket leads, 28 sales and €258,810 in added revenue.

Even if you’re currently getting leads there is huge potential to generate a higher volume for less ad spend.

High-ticket lead generation is tough.

But have faith: sometimes a 14-word sentence can make all the difference.