For coaches, course creators and info-marketers running Meta ads to their own sales page

Your ad makes a promise. Does your page keep it?

Read the X-Ray first. Nothing to pay until you approve it.

If you don’t approve it after two rounds of changes, you owe nothing and the copy can’t be used.

Send me your live Meta ad and the page it opens. I read them side by side, the way a stranger meets them, and send you a written X-Ray with new wording ready to paste.

Up to 5 ranked changes, each marked by how much it matters. If fewer matter, I say so.

USD 295 {GBP 225 | EUR 265}. Back 3 UK working days after I confirm your brief is complete.

Start my X-Ray

Nothing to pay today. I take two X-Rays a week. How paying works

Rather see my work on your own page first? Get one fix on your page, free If my email to you already included a fix, that was your free one.

They clicked for this. Why show them that? A box printed with a red high heel contains a blue flip-flop. Ad-to-page copy review.

Your ad. Your page. Same promise? A strawberry-printed box contains an onion.

01 · Where the gap shows

The click happens on the ad. The decision happens on the page.

Your ad makes one clear promise, and a stranger taps through to see how it works. Sometimes the page opens with something broader, or lists “Six video modules and a private community” without saying how the course gets them the result the ad promised.

The X-Ray writes each gap down the same way:

“Your ad promises X. The page opens with Y.”

That is an observation about the words, not a claim about your sales. I can’t see your numbers, and the X-Ray doesn’t guess at them. What is certain: while the ad runs, every click you pay for lands on the page as it is today.

Who it’s for. Coaches, course creators and info-marketers with their own sales, VSL or webinar page and a Meta ad sending people to it. Sole traders welcome: say so on the start form.

Not for. Pages that sell income, health or weight loss results, because your material would need to prove claims I can’t write. Courses sold only on a marketplace, because I need your own sales page.

02 · What comes off your plate

You get the changes written, not a list of problems

Rereading your own page. I read it fresh, next to the ad that sends people there.
Guessing what to change first. Every change is ranked, so you start at the top.
Writing the new line. Each change comes with new wording, ready to paste.
Briefing someone. Your VA or ads person can make the changes from the PDF without asking you. Everything happens by email, with no calls.

03 · The sample

See the work before you read the pitch

Change 1 of 4 · Ranked first · How much it matters: high

Your ad says

“Stop the homework fights by Friday.”

Your page opens with

“Transform your family’s evenings.”

What’s missing

The ad promises an end to the fights by Friday. The page promises something broader and never says how. A parent who clicked for Friday can’t find it.

New line

The 10-minute start routine that gets homework going without the argument.

Ad note

“By Friday” is a promise too. If your material doesn’t show a family getting there within a week, change the ad as well: “Stop the homework fights with one 10-minute routine.”

Change Card

From: your page headline, read against your ad.
Why it changes: the page names no method. The new line names the routine you teach in Module 1.
When it wouldn’t apply: if Module 1 teaches something else, the line names that instead. If your material has no routine, the change says so and asks you for it.

Change 3 of 4 · Offer stack · How much it matters: medium

On your page

“Module 3: Homework routines (6 videos).”

What’s missing

It lists videos and never says how an evening changes.

New line

Module 3: The Start Routine, taught one step at a time, with the words to use when your child pushes back.

Check before the copy

The page says “lifetime access”. The checkout says “12 months of access”. That isn’t a wording problem. Check which is true, then make both say it.

Only four changes mattered here, so this X-Ray has four.

04 · What’s in the X-Ray

A PDF your VA can work from without asking you

Up to 5 ranked changes, each quoting a line from your page, with new wording and a short note on why.
Three headline options, written after the changes, because a headline sums up the page.
Your offer stack rewritten, so each part says what the buyer gets from it.
An ad note on up to three ads. The line that closes each gap, or a note when the ad is the part to change.
Lines to check before your next launch. Not legal advice: check them with your adviser.

The changes are one part of the PDF. If only two matter, you still get the headlines, the offer stack, the ad notes and the lines to check.

Every document carries one of three labels: Draft (the first version, with open questions marked), Facts confirmed (every “to confirm” answered) and Approved (the final version you approved).

01Draft02Facts confirmed03Approved

Don’t just circle it. Write the fix. A fictional parenting-course headline is replaced with wording that names its ten-minute routine.

05 · The method

Every change shows its working

I read your ad and your page in the order your buyer meets them, and I ask one question of every claim: does it say how? A promise without a how asks a sceptical buyer to take it on trust.

Each change has a Change Card: the line it came from, why it changes, and when it wouldn’t apply. If a card doesn’t convince you, don’t use the change.

When the words aren’t the problem. Sometimes the gap sits in the offer, the proof or the checkout step. Then the X-Ray says so and names what to check: whether the price and what’s included are clear before the buy button, whether the proof backs the promise, whether the checkout matches the page.

Every new line comes from your material: your page, your emails, your course and your buyers’ own words. If your method isn’t there, the change asks you for it. I don’t make one up.

06 · How to judge me

New to course pages. Not new to checking claims.

Course creators are a new market for me, so I have no results in it to show you. What you can judge before paying anything: the sample above, a free fix on your own page, and the X-Ray itself, which you read before any invoice exists.

You could run this yourself with AI or a freelancer. Here you get it done, checked and ranked by one person who answers for every line.

I use AI for research and first drafts. I check and edit every line myself. How I use AI

What I can also show you is how editors at agencies I’ve written for describe the habit behind the Change Card.

“What I appreciated most was his rigor. If something in the source material was ambiguous, he flagged it rather than guessing.”

Joe Gowdridge, Pretzl

“Marcell made the copy easier to follow while keeping the relevant qualifications, and queried an ambiguous claim rather than filling in the gap himself.”

Phil Gibson, Head of Content Development, Napier

07 · How it works

When you get your X-Ray

Today: the start form. Your name, email, website, the page link, billing currency and who approves. Add your launch date if you have one.
Within 1 UK working day: my reply. Up to 6 questions about who buys and what stops them, a request for your ad’s link in the Meta Ad Library, and your start date.
You answer. I confirm your brief. The clock starts when I confirm in writing that your brief is complete. Until then, a start date is only a booking.
3 UK working days later: the X-Ray, a PDF labelled Draft.
Changes, then your decision. Every first job includes two rounds of written changes. Every later job includes one. Then reply “approved” or “not for me”.

The fastest route is to answer my questions the day they arrive. If your launch date is too close, I tell you in my first reply, before anything starts.

08 · Prices

Two ways to start. Both begin with the X-Ray.

Prices are fixed in USD, GBP and EUR. Your invoice is in the currency you choose on the start form.

Your ad and page, checked: Ad-to-Page X-Ray

USD 295 {GBP 225 | EUR 265} for the PDF in section 04

Up to 5 ranked changes with new wording, three headline options, your offer stack rewritten, an ad note on up to three ads, lines to check
Back 3 UK working days after your brief is confirmed
Two rounds of written changes
Invoiced when you approve it

Start my X-Ray

The whole page rewritten: Sales Page Rebuild

USD 1,250 {GBP 965 | EUR 1,095} for the X-Ray plus your whole sales page rewritten on its changes

The X-Ray first, on the terms above
Then up to 12 sections or about 3,500 words, with a Source column showing where each line comes from
The top of the page (hero, method, offer stack) 5 UK working days after invoice one is paid; the rest of the page 10 UK working days after invoice two is paid
One round of written changes on each later stage

You pay in three parts, each when you approve a stage. See How paying works below.

You can choose the larger option when you start, or within 14 days of approving your first job. What you paid for the first job counts in full.

Start with the rebuild

09 · How paying works

You pay for an X-Ray you have read and approved

Your first job. On a first job, the invoice comes when you approve and is due in 7 days. With a purchase order, it can be up to 30 days.

If it isn’t for you. If you don’t approve it after two rounds of changes, you owe nothing and the copy can’t be used.

What counts as approving. Approving means writing “approved” about a named version, or using any of the copy: publishing it, sending it or printing it. Forwarding it for comment never counts, and neither does silence. If copy goes live by mistake and comes down within 5 UK working days, I cancel the invoice.

Who can pay this way. Paying after you approve is open to any organisation with a live website and an email address on its own domain, once per organisation. You don’t need to be a limited company. Sole traders are welcome when they get in touch with me first. Getting in touch first means saying so on the start form under What you need.

Later work. Later work is paid in advance. A project in stages (a full site, a rebuild or a renewal season) is invoiced stage by stage, each invoice when you approve that stage.

The rebuild. Rebuild invoice one, when you approve the X-Ray: USD 295 {GBP 225 | EUR 265}, which covers the X-Ray. Invoice two, when you approve the top of the page: USD 480 {GBP 375 | EUR 415}, which covers the top of the page (hero, method, offer stack). Invoice three, when you approve the whole page: USD 475 {GBP 365 | EUR 415}, which covers the rest of the page. The three invoices add up to the rebuild price, USD 1,250 {GBP 965 | EUR 1,095}.

Started with the X-Ray alone? Rebuild total USD 1,250 {GBP 965 | EUR 1,095}, which includes the X-Ray you already paid. You pay the rest, USD 955 {GBP 740 | EUR 830}, in two parts: USD 480 {GBP 375 | EUR 415} when you approve the top of the page, and USD 475 {GBP 365 | EUR 415} when you approve the whole page.

Using the copy. Once you approve, you can publish the copy. Copyright passes to you when the invoice is paid in full. From 14 days overdue, statutory interest and the fixed recovery fee apply. At 30 days overdue, the licence to use the copy ends.

What I can’t promise. More sales, cheaper leads or a better return on your ad spend. Your offer, audience, ads and price all shape those. I answer for every line I write. Decision window, brief deadline and refunds are in the Terms and Refunds.

Start my X-Ray

10 · Questions

Questions before you start

Not here? Email me I reply within 1 UK working day.

Can I try you first?

Take the free fix: one line quoted from your page, one sentence on what it misses, and a new line your own material supports. Once per business, and a fix from my email counts. Within 1 UK working day, or on a date I confirm in that time.

When will I actually have it?

3 UK working days after I confirm your brief is complete. How soon that is depends on your start date and how quickly you answer my questions, and I confirm both in writing.

What if only two changes matter?

Then you get two, ranked, and I tell you why the rest of the page can stay. The headline options, the offer stack, the ad notes and the lines to check come either way.

How will I know if the changes worked?

Make the changes in ranked order and compare the numbers you already watch in your ads dashboard. I don’t see them, and I don’t claim a result.

Will it sound like AI, or not like me?

The new lines come from your page, your emails and the words your buyers already use. If one doesn’t sound like you, say so in your round of changes.

My ads person already looks at this.

Then the X-Ray gives them the page side in writing, ready to paste in.

Do you need my ad account or course platform login?

No. I need the page URL, a link to the ad in the Meta Ad Library, and your answers to my questions.

What if my launch is soon?

Put the date on the start form. If I can’t deliver in time, I tell you before anything starts.

I’m a sole trader. Can I still pay after I approve?

Yes. Say so on the start form under What you need. The full rule is under How paying works.

11 · Your decision

Send the page and the ad. Read the X-Ray. Then decide.

Start my X-Ray

Nothing to pay today. You read the X-Ray before you pay.

Or email your page URL to marcell@marcellmozes.com and I’ll reply within 1 UK working day.

The ad promises same-week appointments. The page says Helping you move better. The promise gets lost.