The Customer Journey by Steve Woody (Plus 3 High-Converting Cornerstone Templates for FREE)


This Customer Spotlight is a real treat! As you all know with our series, we like to profile some of the incredible people that comprise the Themeco community and pull the curtain back on what they are doing. Today, we’re excited to let Steve walk you through his product launch process in addition to giving away the 3 high-converting Cornerstone templates he’s used in the process. This is one of the most in-depth spotlights we’ve ever done, so without further adieu…take it away, Steve!

Your website is not about you. I’m sorry to be the one to say this because all too often, I see entrepreneurs, business owners and developers building websites based on what the site owner thinks they want, and this is one of the main reasons that landing pages do not convert.

Some questions I get often are “How should I market my website? Where should I get my traffic from? Should I SEO my website or invest in Pay Per Click advertising?”

My answer is always the same. Before you even consider marketing your website, you need to ensure that it converts. You wouldn’t pour water into a leaky bucket, would you? The first step should be to patch up those holes. That is exactly how I want you to look at your website.

It’s my honor and privilege after using X for so long to be in a position to give something back. As many of you know the X User Facebook Community was recently created and myself with a handful of users run this together because we are all about the community aspect. We know that being a business owner / developer can be lonely sometimes and having each other helps. It’s why the Themeco Summit was such a roaring success because likeminded people had the opportunity to join forces, collaborate and work as a single entity towards a common goal.

It’s my mission to help achieve this common goal, to help as many people as possible become successful so they can enjoy the limited time we have on this planet doing the things we all love to do.

If you have a product or service online then you need to be directing traffic through a journey. We call this the “customer journey” and I dedicated an entire chapter on this process in my international best-selling book, PLAN Your Website.

As I mentioned at the start, your website is not about you. It’s about your visitors who are your potential customers and what they want and need. The purpose of your website should be to build a relationship so they know, trust, and like you in order to invest in the solution you are offering to their problem.

After all, that is why we are in business: To solve problems. We deliver value and in return are rewarded financially. The more value we deliver, the greater the reward.

So what’s with all the philosophy? Where are the 3 high-converting Cornerstone templates? A great question and rather than just giving you the templates (which I will do) I wanted to first share the process I used to create them so that you can use this moving forward in other templates that you will create.

The Launch

Right now I am in the process of a global launch for my business, Online Mastery. I’ve been working for the last 2 years to craft a series of products and services that allow me to educate business owners and entrepreneurs to become successful online and get results. I’ve used everything on the market from Thesis, Genesis, Optimizepress as complete solutions, Bones and _S as blank canvases, and other themes as multi purpose solutions. In fact I’ve tested every framework, page builder and major theme that you can imagine.

I’ve invested over $10,000 on software trying to establish the best solution and for the last 18 months I’ve been developing solely with the X Theme because of its amazing ability to give me a solid foundation to focus on the customer journey and not on the code.

The biggest challenge I’ve always faced with clients is that they think they know what they want and feel they should build a website based on their own opinions. I’ve always said it’s not about you; it’s not about me. It’s about your visitors and what they want. We could base assumptions on opinions but the only real way to know if a website works is to build it, launch it, gather data and then test and adjust. Let the figures speak for themselves and use facts to determine what works.

Just check out the signup rate for one of the templates that I am going to give you. Out of 126 people who visited the registration page, 121 or 96.03% signed up. I’ve been doing this for a long time now, testing and split testing, redefining what the customer wants, and finding a simple way to deliver it.


This is why I love the X Theme so much and with the Cornerstone builder, it’s now even easier. I have an entire library of templates which I can use for myself and for clients to help them get the best results from the traffic that lands on their website (quick aside, I hear from Themeco that the Cornerstone template manager is getting a facelift so that creating, saving, and sharing templates is even easer in Cornerstone after their big announcement in 2016).


Ingredients for the 3 Cornerstone Templates (what you’ll need):

  • X Theme
  • Cornerstone (included with your X Theme purchase)
  • Modal for Cornerstone (free Element I created that is listed on a community-run, non Themeco site)
  • Gravity Forms
  • Woocommerce
  • A CRM System and Autoresponder (optional)

You can use other plugins but these templates I am going to share have been setup to work best using the above. They are the ones I highly recommend to most people.

I don’t want you to experience the same mistakes I did, losing conversions by building websites that do not get results so I am going to share with you the 3 templates which I use to create my customer journey.

“To learn from your mistakes is knowledge. To learn from someone else’s is wisdom.”

This is one of many funnels I use to bring people into my business and it is comprised of four elements:

  1. The Opt In page
  2. The Sales Page for the Initial Product Offering
  3. The Sales Page for the Core Offer
  4. The Upsell (which I use as a popup on the WooCommerce check out page)


Each of these pages should have just one outcome, be free from distractions and external links and focus on converting the visitor into a customer.

The Fine Print

What does it cost? There are costs for the Gravity Forms plugin and your CRM system and autoresponder. Normally, these Cornerstone templates are included in Online Mastery’s course, Build Your Website ($750) but as a member of the Themeco community, you’re getting the 3 templates for the super sweet price of $0 (which, incidentally, is £0 and €0).

How long does it take? If you sign up to get the templates (which you can do from clicking the live demo button below), you will have the Cornerstone template file on your computer and uploaded to your website in less than 5 minutes. Reading through our tips of what and what not to customize may add a bit of planning time, but it will save you in the long run.

How technical is this? The fact you managed to locate this blog post means you are more than qualified to watch a short video, press some buttons and copy some text. That is what is required here. If you can update your Facebook profile, you can create this process.

So let’s jump into the reason you are here 🙂

1. The Opt-In Offer


Desired Outcome: Simple! We want to obtain the visitor’s email address. If they leave the website, we want to ensure a way to continue communication. At the very least, you want an email address, and maybe a first name with it. The more details you ask for, the less likely they are to complete your request (personally I like asking for just an email address and on the thank you page asking for their name. That way, you already have the email and it continues the conversation and also starts to educate the visitor to engage with you in a very simple way).

What should you give? Your opt-in offer needs to contain real value. So many people rush a cheap opt-in offer and then wonder why no one is converting into a customer. It’s because the first impression counts and if they think you rush things and provide a sub-standard of work, they are less likely to want to continue. It’s why your opt-in needs to be some of your best work. It needs to show such value that the recipient is aware of how much effort went into creating it.

It’s this awareness that is so important. Value is only worth what the recipient can see. If they can’t see the value, you might as well not put it up. What you create should be enough to solve an immediate problem, showcase your potential and leave the visitor wanting more.

Here is my opt in:

The chances are good that you’re already giving away a free gift (or thinking about it). And if you’re not, you should be. The opt-in template we’ve built for Cornerstone is a classic! It focuses new subscribers’ attention on the right things, increasing the likelihood they type in their names and emails in exchange for your valuable e-book, training video, infographic or checklist.

Feel free to customize:

  • Colors. To draw the maximum attention to the “sign up” button, make it a unique color that is totally different from anything else on the page.
  • Your specific message. Because there’s so little text on the classic Cornerstone Opt-In, you want to spend time double-checking that your message is right.
  • The image. Whatever you e-cover or image you feature in the left column, it’s worth investing some time and/or money to make it as appealing as possible.

Consider leaving it as it is:

  • The classic layout. A high-converting opt-in page needs to have a lot of “white space” or blank area to focus the visitor’s attention on your message.

2. Live Training / Webinar Registration


Desired Outcome: You want to develop your potential customers’ trust in you. The best way to accelerate that process is by letting them watch you speak. Opt in gifts are great, but you’ll have the biggest impact on potential customers in live trainings and webinars (even if you are camera shy). By putting yourself in live video broadcasts, potential customers get to know you.

But first, you have to get them registered so they know how to arrive in your little virtual training. Again, simplicity is crucial. The Cornerstone “Registration” page template makes it easy to make a mundane moment special (especially if you customize it with a video).

Here is my live training registration page:

Make sure to slim down the right side of your browser to see what happens to the video / laptop image. Tell me that’s not slick?!

Feel free to customize:

  • The text. You’ll see there are lots of places to make this page all about you and what you’re offering. Don’t get carried away though. Simplicity is critical. Notice that my headline is limited to 65 characters and the subheading to 70 characters. Use a website like CharacterCountOnline to be certain.
  • The video / image. If you’re brave enough to make a quick video, you’ll discover that the long-term rewards are great. At the very least, put up a quality photo of yourself or your team.
  • The colors. I don’t want to bore you, but everything I said above for customizing colors on the opt in page is true here, too.

Consider leaving it as it is:

  • The classic layout. Just like with the Cornerstone Opt-in template, you still want to direct your visitor’s attention in a strategic way to help them take action which means not switching around or deleting the sections.

3. Short-Form Sales Page


When it comes to selling your services, there are a lot of ways to go. You may have noticed some online services have really long sales pages (you know, 2 meters of scrolling). Then, there are things like Amazon. What you choose to do is ultimately up to you, but there are some classic elements should always be there, no matter what you’re selling. I am confident that the Cornerstone template for my short-form sales page is going to save you time and keep you on track.

Here is my sales page:

Feel free to customize:

  • The content. You’ll need to gather FAQ’s and testimonials or other “social proof” from existing customers. Be patient here. It’s totally realistic to spend 15 to 20 hours writing and gathering the content for a sales page.
  • The colors. You want all of your pages to feel consistent and branded, so be sure to repeat the same background, button and font colors that you used on your Opt-In and Webinar Registration pages.
  • The images. There are only so many fonts that anyone is likely to use on a website, so there’s a bit of a limit as to how unique your fonts will (or should) get. Take time to get the images right because they really make your sales page stand out and develop a personality of its own. Images are also one of the elements that contribute to (or drastically reduce) the phenomena known as “website shame.”

Consider leaving it as it is:

  • The classic layout. There are some things that every good sales page should have:
    1. Headline that hooks the visitor’s attention
    2. What the product is (including a title and description)
    3. How it can help the customer
    4. Details about what it contains / how you deliver it / how it’s used
    5. Social proof (in the form of testimonials or reviews)
    6. Information about the author or creator
    7. The price
    8. FAQ’s
    9. Any guarantee or disclaimer information
    10. Links to your Terms & Condition and Privacy Policy (yes, it’s boring but it makes you look professional and the templates I’m giving away have you covered)

Steve has graciously made available his exact sales templates built in Cornerstone as a free gift to Themeco customers, and we are thankful for him and his efforts within the community. If you are having any trouble downloading, accessing, or using the templates you will need to contact Steve through his site. We routinely like to showcase customers doing exciting things with X and Cornerstone, so if you would like to be considered in a future Customer Spotlight, we’d love to hear from you.

40 Comments on “The Customer Journey by Steve Woody (Plus 3 High-Converting Cornerstone Templates for FREE)”

  1. Paul

    Your generosity never seems to quit mate. This is nothing short of a fantastic offer, both in terms of the templates and the depth of information you’ll no doubt disclose on the webinar!

    Keep up the awesome work!

    1. Steve Woody

      Thanks Paul, I really appreciate the comment. I hope you like the templates and they serve you well. Please let me know a link if and when you use them 🙂

    1. Steve Woody

      That is really great to hear Jonathan. I’m glad that they are going to help you. I fully intend to release complete customer journey sequences next year that will help you more.

    1. Steve Woody

      Hi Pete, it required an image and the video player, both from within cornerstone. There was some custom CSS which is included in the instruction document that you get with the templates.

      Nothing more than some pixel dust and a little tap with the CSS hammer to get it looking sharp.

    1. Steve

      Hi Anthony. Thanks for the message.

      It would be easy here for me to just give my opinion but I would rather recommend the best system for your budget and requirements.

      There is no point purchasing a CRM that does things you will never use and there is no point purchasing a CRM that you can’t connect to anything else.

      Overall I would say integration with other systems is one of the biggest pain points for people. ZAPIER is great to help with this but can still consume lots of time and energy

      I personally use Infusionsoft for my CRM (Let me know if you want an account because I know really awesome people) but there are many solutions. Active Campaign is very promising although the price point once you scale is about x5 what Infusionsoft is for the same top end package.

      I like as a chat / onboarding / CRM system. It’s my fav right now and I’m seeing it on all the main websites.

      For Autoresponders I would say

      low budget – mailchimp with mandrill or awebber
      med budget –
      high budget – Infusionsoft, ontraport or Active Campaign
      Lottery Winner – Maropost

      I go through it all in much more details through my book. Just make sure your Autoreposnder can segment your list. having a list is worth nothing if you can’t tag contacts and communicate with them on their interested rather than generically.

    1. Steve Woody

      Hey Pete, thanks for looking out for me. This wasn’t an error. I specifically didn’t enable icons or images on that page. I appreciate some might want to so I didn’t add the {display:none} that I would normally use. For this page I am currently testing different variations and right now it’s with no icons. You can simply add them to the template should you wish to use them.

  2. Tony Ross

    I agree with Paul; your open approach and generous (not to mention downright “valuable”) gifts are outstanding. The templates are amazing and the videos are awesome.

    Great work Steve.

    1. Steve

      Thanks Tony, I really appreciate your kind words. Gives me something nice to think about when the tolls knock on the door 🙂

  3. Jason Hagen

    I am curious how long it takes to get the templates. I’ve checked my spam folder and still nothing.

  4. Marcus. B

    Hi Steve, hope all things are well in the Uk. I was one of many that was live on your webinar, and quite honestly it was fantastic. I have just purchased X and just up-graded X 4.

    I am having problems though understanding the down loads of the product X.

    Can you tell me if i need to down load the X All Documents.. then up load it to w/p.

    I have all the extensions in but , i need now, to start developing the site to a 1 page site to start with. Are there other functions in the X document file that needs to be u p-loaded,

    Thanks , and one more thing , tried to down load your temples, to test out , but could not un-zip them .

    Cheers ,


    1. Steve

      Hey Marcus, awesome to hear from you mate. Glad to see you here and congratulations on the last WordPress theme you will ever need. There is a slight learning curve but nothing too troublesome.

      Get yourself registered here – the support team will be able to help you no worries at all. Envato where you purchased the theme also have a process where they will set everything up for you but all you need really is to download the installable files, upload them to Appearance > Themes in WordPress and then register your licence for X.

      Reference the templates, you need to unzip them with maybe a free program like and then you will see a video that explains how to use them.

      This is the link to the video –

  5. Mike Acquaviva

    Steve, this is MINDBLOWING. I was going to just create something from scratch with the “no-header, no-footer page template” but this is just PERFECT!! I don’t know waht to say man.. I’m speechless! Thanks so much dude!! Perfect pages for my ebook and upsell to full course (:

    1. Steve

      Mike you are more than welcome brother, glad you like them and thanks for letting me know. I really appreciate your comment. Let me know the link when they are up … I might have to grab your Ebook 🙂

  6. Lex

    Steve, thanks for the templates and your advice. It shows again that X THEME is awesome and the power is with the individuals, creativity and proactivity.

    1. Steve

      Thanks Lex, appreciate your comment and totally agree. The ability to do things like things are related to the ease of the platform I am using 🙂

  7. Pete

    Hey Steve

    I tryed to replicate your Opt in code on the Same page as the original one I imported that you gave us.

    I cant get a second one to work properly as what it does when you click on it is opens a blank page and then opens the model on the original page.

    The optin for i used that you gave me works ok but a 2nd one that I try to create myself doesnt.
    Does the custom code we imported only work for ONE optin? or any optin on the same page?


    1. Steve

      Hey Pete, it should work for all opt-in as long as you have the same class in the advanced controls.

  8. Pete

    Opps think I got it. there is a ‘hidden’ modal button in the clicj here button which I missed..


  9. Pete

    Oh and also when looking at your settings for the Red button, it shows as on these…
    Open Link in New Windows.. ( when I turned this off it worked)
    Also the Block, Marketing Circle and Icon are turning on. But in fact they are off.
    I found it I turned then off and on again the circle and icon show, so have t turn them off again.
    A clicke? not sure. any way will continue to test


    1. Steve

      Hey Pete, that was a small bug with Cornerstone which has been resolved. Make sure you update to the latest version and it should not be a problem for you.

  10. Billy

    Hey Steve, I’ve tried downloading these templates a few times over the last couple of weeks with no success. Is there another way to get them? Thanks for all your hard work and the freebies! -Billy

    1. Steve

      Hey Billy, Can you let me know the challenge you are having please. I would like to ensure others don’t have the same problem and with over 1200 downloads this seems to be somewhat isolated.

      There should be a chat box on the bottom right of my website which you can reach out in real time and we can figure this out and I’ll also send them through.

  11. Mark Adrup

    Hi Steve,

    I’ve been followning you on the “X Theme Users” Facebook site. I went to your site and wanted to download your themes. but I haven’t recieved them?

    Can you please email them.

    Regards Mark

    Ps. thank you for the great work 🙂

    1. Steve

      Hi Mark. I just checked my CRM and it says you opened the email at 12:04am on the 22nd December. Might be worth just checking back to see if the E-mail is there and also incase it was filtered.

      I’ll resend it for you now to make sure you get it.

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