# Funnel Build Specs: Landing Page, Questionnaire, Results Page Use this reference when drafting or auditing the landing-page sections, the questionnaire, or the dynamic results page of a scorecard funnel. These are threshold-bearing build rules — keep counts, section order, hook wording patterns, and routing rules exact. ## Landing page structure (five sections, in order) 1. **Hook.** Pick one of three forms based on buyer state: - **Frustration hook** (standalone mode, buyer feels the pain): "Frustrated that [outcome] is not happening even though you [do reasonable action]?" - **Readiness hook** (standalone mode, aspirational): "Are you ready to [aspirational outcome]?" - **Market Insight hook** (setup-layered mode, B2B / considered): "Here's what's changed about [category] — and what that means for how you should evaluate [solution type]." Used when the buyer needs the worldview shift before they will accept the frustration framing. Pair with the setup layer (`setup-layer-positioning.md`). 2. **Assessment promise.** State how many questions, what they will discover, and what they will know afterward. 3. **Differentiated-value proposition.** Name the three areas the assessment will measure and improve — and frame each one against the _alternatives the buyer already knows_. The question the value prop answers is not "what does this measure" but "why should I take this assessment instead of the other ones, the free articles, or just hiring a consultant?" In B2B, every "value proposition" line should imply a comparison. 4. **Credibility.** Explain who created the assessment, what experience it is based on, and what evidence supports the categories. 5. **CTA.** Stack action, time cost, price, and payoff: start the quiz, takes about 3 minutes, free, immediate recommendations. **Do not stack scarcity or FOMO** ("only 100 spots," "closing tonight"). FOMO produces buyers who feel manipulated and churn — the opt-in posture is what makes the scorecard's downstream segmentation worth running. - Alternate signal-of-interest CTAs when an assessment is not yet built or not the right ask: register for a webinar/workshop, **join a waiting list**, or join a discussion group. Same stack rules apply (action + time cost + price + payoff, no scarcity). A button click + form fill of any of these forms counts as a lead. (Priestley, "Everyone Who Uses This Playbook Makes $1 Million") ## Questionnaire design Use 15 questions in three buckets. ### Contact capture - Name: required - Email: required - Location: infer when possible, do not ask unless needed - Phone: optional unless the business model requires it ### Best-practice questions Ask 10 score-driving questions about whether the person follows known best practices in the domain. These should produce useful insights even before a sales call. ### Big 5 qualification questions 1. Current situation 2. Desired outcome in the next 90 days 3. Obstacle or failed prior attempt 4. Preferred solution type 5. Open-ended "anything else we should know?" The preferred solution question is a budget and service-fit signal. A person asking for a book, course, software, coaching, or done-for-you help should not all receive the same next step. ## Dynamic results page Include: - Overall score with a clear visual metaphor - Three personalized insights based on answers - Next step based on qualification - Footer with contact and trust links Route leads: - High fit: consult, demo, or 1-on-1 call - Middle fit: webinar, group workshop, nurture path - Low fit: educational content, book, video, or self-serve resource ## Funnel KPIs and scale gates Source: Priestley, "Everyone Who Uses This Playbook Makes $1 Million." Use these when auditing whether a funnel is measurable and when deciding whether paid traffic is allowed. ### LAPS dashboard (Leads → Appointments → Presentations → Sales) - Track four counts weekly: leads off the landing page, appointments booked, presentations delivered, sales closed. - Reference baseline conversion shape: **100 leads → 15 appointments → 10 presentations → 3 sales**. The funnel owner must be able to state their own four numbers; if they cannot, the first recommendation is a dashboard (a spreadsheet is enough), not copy changes. - Operating cadence: improve **one stage per week** ("perfect repeatable week") — more leads, higher lead→appointment, higher show rate, or higher close rate. ### Allowable-cost math (compute before recommending any paid traffic) - **Allowable cost per sale (ACPS)** = core-offer price × acceptable acquisition %. Worked example: $5,000 offer × 15% = **$750**. - **Allowable cost per lead (ACPL)** = ACPS × (sales ÷ leads) from the LAPS dashboard. Worked example: 3 sales per 100 leads → $750 × 3/100 = **$22.50**. - Benchmark: ~$22.50/lead is attainable on Meta/Instagram/LinkedIn; strong content + assessment IP commonly yields leads **under $10**. - **Scale gate:** paid promotion (ads, paid JV/influencer placements, paid outreach, sponsorships) is only permitted while tracked CPL ≤ ACPL and tracked cost per sale ≤ ACPS. If the numbers are unknown, the answer is "not yet." - **Ratchet protocol:** increase spend stepwise month over month (e.g., $10k → $12k → $15k → $20k), re-verifying ACPL and ACPS at each step before the next increase. ### Traffic prerequisites (check before blaming the landing page) A scorecard page with weak traffic often fails upstream of the page. Audit thresholds: - **Noticed:** prospects need **11 short-form content impressions within 90 days** before they register that you exist. Daily posting hits this every ~2 weeks; weekly posting barely clears the window and one missed post breaks it. - **Known:** **2–7 hours** of long-form content (podcast appearances, ~1,500-word posts, long video, a book) must be available for prospects who want depth before opting in. - **Rated:** prospects price-position you by **association with ~4 other brands/names** they recognize. The associations visible around the funnel should match the intended price band (discount / mass-market / niche / luxury).