Words Sounds VisualsHow a Salt Lake City Epoxy School Raised Its Return on Ad Spend 551% in 23 Days
Epoxy Classes Utah teaches people to install epoxy floors in three hands-on days. Its Facebook ads brought in plenty of interest, but very few people paid. I rebuilt the page where people register. In the 23 days after it went live, every dollar of ads brought back $3.45 in class seats instead of 53 cents.
30 days before against the 23 days after the new page went live
Epoxy Classes Utah runs a three-day epoxy flooring class in Salt Lake City.
The ads were doing their job. People filled in the form, and the team called them back.
But in the 30 days before I started, $2,274 of Utah ads produced one new paying student.
That's $2,274 to fill one $1,200 seat.
In the 23 days after the new page went live, the ads produced seven.
The sale started on the phone and finished on a page nobody had fixed
Maria shared 17 recorded sales calls, so I listened to all of them.
None of the 17 closed on the call. In 13 of them, the call ended with the seller texting a link to the registration page.
So the page was the second half of every sales call, and it was the half nobody had looked at.
The calls also showed what stopped people. Timing came up in 14 of the 17 calls. Money came up in four.
And the people who were ready to buy were mostly tradespeople. All five tradespeople on those calls named the month they wanted. The curious beginners didn't.
The 130 Google reviews of the classes backed that up. The people who buy come to start or grow an epoxy business.
The new page changed five things
Here is the first screen of each page, as they both run today.
On a computer
On a phone
It talks to the person who buys
The old page opened with "Learn to Install Epoxy Floors with Our 3 Day Training" and a form.
The new one opens with who the class is for: tradespeople and new business owners who plan to take epoxy jobs.
It answers the timing objection before anyone raises it
The class dates sit on the first screen, and the page says plainly that you can reserve now and move to a later class.
Timing stopped 14 of 17 callers, so that one line does a lot of work.
It sells the thing no competitor can copy
Every competing epoxy class sells the same three days at about the same price.
Only this one gives you Alex Chiaramonte's phone number for life. He wrote the curriculum, and graduates call him from their first jobs. The new page leads with him.
It does the money maths for the buyer
One real Utah garage floor paid $2,880 against $1,100 in materials. That leaves more than the $1,200 seat, and the page shows that sum.
The checkout sits on the page
Seat options, the 50% deposit and the payment plans are all on the page itself, so nobody has to click away to pay.
The fixes around the page
A page can only sell to people who see it, so I fixed what sat around it too.
The main website took 8.1 seconds to show its main content on a phone. Now it takes 1.8, and the phone speed score went from 57 to 98.
Every registration on the page now records which ad or link it came from, so Maria can see what each campaign sells.
And the sellers got their own payment links, so a sale that starts on the phone can close in the same text message.
The results
Half the people who open the registration page see the new page and half see the old one.
| Old page | New page | |
|---|---|---|
| Visits | 1,680 | 1,638 |
| Paid orders | 1 | 3 |
| Deposits taken | $600 | $2,350 |
The new page has taken 3 paid orders to the old page's 1, and $2,350 in deposits to $600, from almost exactly the same number of visits. The test is still running, because four orders is too few to call a winner for certain.
Other things changed in the same weeks, too. The price dropped to $1,200 on 15 October, the media buyer added ads that send people straight to the page, and the team kept following up by phone.
Sources: Stripe payments and Meta ad spend for Utah, 31 August to 29 September 2026 against 7 to 29 October 2026. Test orders are left out, and a balance paid on an earlier deposit isn't counted as a new student. Visits and orders come from the split test in the school's HighLevel account. Speed comes from Google PageSpeed Insights, 30 September 2026.
Who this works for
Businesses whose ads bring in leads, but whose sales don't follow
Teams that sell on the phone and send a link to finish the sale
Businesses with one thing competitors can't copy, which their page doesn't lead with
Anyone spending real money on ads without knowing which ones sell
About me
I'm Frederik, a conversion copywriter and marketing strategist.
I find the step where people drop out between the ad and the sale, and I rebuild it from what the buyers themselves say.
On this job, that meant 17 sales calls and 130 reviews before I wrote a word.
What Copywriting Clients Say on Upwork
“Frederik was very helpful in giving me some direction to navigate my SEO strategy. I ultimately decided to do most of the work in-house and he was professional enough that I referred him to a close friend.”
Adam ArkfeldFounder, Legacy Land InvestorsNovember 2025“Frederik created a high-quality sales landing page and provided a clear Loom video walkthrough. He’s very professional, reliable, and easy to work with. I’d definitely hire him again in the future!”
Tim KadachManaging Partner, Ad NinjaApril 2025“Frederik did just what we needed, went the extra mile, and did all this really fast. He communicated clearly and cares about people and his work. His work was excellent in quality. Highly recommend him.”
Teemu SuomalaFounder & Senior Editor, Guitarist Next DoorJune 2023Read all 228 client reviews, averaging 4.97 out of 5.
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