Done for you on Shopify
Advertorials written for the stranger who just clicked your ad
An advertorial reads like an article and sells like a sales page. We write it for one ad angle, design it on brand and code it into your Shopify theme as a template your team can edit.
When an advertorial is the right page.
Use one when the ad tells a story and the visitor needs more of it before they will buy. Native ads, longer Facebook ads and anything with a discovery angle fit well.
If the visitor already knows the product and only needs a price, send them to a product page or an offer page instead.
Step by step
How we build an advertorial.
- 1
Labelled as an advertisement
The page says it is an advertisement at the top. It still looks like an article, with a headline, a byline and a date.
- 2
A headline that picks up the ad
The headline makes the same promise as the ad that sent the visitor, in the same words.
- 3
A first-person story
The page opens on someone with the problem: what it was like and what they tried that didn't work.
- 4
The product appears a third of the way down
We reveal the product 35 to 45% of the way down the page. The story earns belief first, so the product lands as the answer.
- 5
Why it works, then proof
After the reveal: the cause of the problem, how the product deals with it, and proof a reader can check, like test results, reviews and the guarantee.
- 6
Three or four calls to action
Readers decide at different depths, so the button shows up more than once. Each one can send them straight to checkout with the product in the cart.
One offer, three kinds of story.
For Lumerval we built three advertorials on the same structure: one about feeling like yourself again, one about a hidden cause, and one comparing the product with a clinic treatment.
Each takes a different angle on the same offer. When a new ad angle starts working, the next advertorial follows within days, because the page is already built.
What we don't do.
- Fake experts, made-up studies or fake stock countdowns
- Claims the product can't back up. Health and beauty claims stay within what the label allows
- Page builders. The advertorial is a theme template you own
Case study
Lumerval: five funnel formats, one offer
Lumerval sells a daily supplement to women over 35 who feel their energy and skin slipping. We built every format their ads could send traffic to, each one a theme template that takes a new angle without a new build.
5
funnel formats, each a reusable template
18
steps in the diagnostic quiz
3
advertorial angles on one structure
Our work
Advertorials we built for clients.
Each one is live on the brand's Shopify store. Open one to see it.
See what we would build first on your store.
On a free strategy call we go through your store and your numbers. You leave with the first pages and tests we would run.
Free, on YouTube
The advertorial structure we use, section by section.
The whole structure, filmed and explained on real client pages.
Watch on YouTube (opens in a new tab)
Questions founders ask us.
The ones that come up on almost every call.
Keep reading
More pages we build.
Listicles
Listicle landing pages for cold traffic
A listicle gives the visitor a short numbered list of reasons. It is quick to read on a phone, and it teaches the problem before it asks for the sale. We write, design and code them into your Shopify theme.
Quiz funnels
Quiz funnels that turn cold ad traffic into buyers
A quiz asks the visitor about their problem before it asks for money. We write, design and code quiz funnels into your Shopify theme, then split test them against the page your ads use now.
Shopify CRO and split testing
Split testing for Shopify brands, run on real traffic
We are the funnel and CRO team for DTC brands on Shopify. Every page we build goes live as a test, and a version only gets all your traffic once it has beaten the one before it.
Book a call
See where your store loses money after the click.
A free strategy call about your store. Pick a time that works for you.
- 1
When you book
Answer a few questions about your store, your traffic and your numbers, so the call starts on your situation.
- 2
On the call
We go through where visitors drop off and which pages and tests we would start with.
- 3
After the call
You get a written strategy for your brand, whether we end up working together or not.
“Had a free consulting call with Vilo, and he was super nice and knowledgeable, thanks for your help!”
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