Money Model & Offer Stack

Industry Entry Points (Same Offer, Different Landing Page)

Each entry point gets its own landing page with industry-specific language, screenshots, examples, and testimonials. All funnels lead to the same offer stack.

• /workshop-dtc -- DTC e-commerce brands (skincare, clothing, supplements)
• /workshop-medspa -- med spas, aesthetic clinics
• /workshop-dental -- dental practices
• /workshop-coaching -- coaches, course creators, consultants
• /workshop-realestate -- real estate agents, brokerages
• /workshop-legal -- law firms, attorneys
• /workshop-fitness -- gyms, personal trainers, studios
• /workshop-photography -- photographers, videographers
• /workshop-contractors -- roofing, HVAC, landscaping, cleaning
• + more as demand shows up

Industry-Specific Dream Outcomes (Use These on Landing Pages)

• Med Spas: "15 more booked appointments per month from the traffic you already have"
• DTC E-commerce: "2x your conversion rate on existing ad spend -- same traffic, double the orders"
• Dental Practices: "12 new patient bookings per month without spending more on ads"
• Coaches/Consultants: "Fill your calendar with qualified discovery calls from your website alone"
• Real Estate: "More listing appointments from the same Zillow and Google traffic"
• Contractors: "Turn website visitors into quote requests -- not bounces"
• Fitness/Gyms: "20 new member sign-ups per month from your site without paid ads"

Rule: Never say "more customers." Always say HOW MANY more of WHAT SPECIFIC ACTION in WHAT TIMEFRAME. Specificity = believability.

The 10x / 1/10th Test

If the audit cost $1,970 (10x), what would you deliver?

• Live 1-on-1 screen share (not async Loom) walking through their site together
• Full competitor teardown of top 5 competitors (not 3)
• Custom wireframe mockup of their rebuilt homepage in Figma
• Heatmap setup + 30-day data review
• Written conversion playbook specific to their industry
• 2 follow-up calls (not just 1 at 30 days)

If the audit cost $20 (1/10th), what would you deliver that's MORE valuable than the current $197 version?

• Automated scorecard quiz that generates a personalized PDF report instantly (no Loom, no manual work)
• Pre-built industry-specific fix checklist (template, not custom)
• Access to a 30-minute recorded training: "The 5 Conversion Killers Every [Industry] Website Has"
• This IS your free content ecosystem -- and it should feel MORE valuable than competitors' paid audits

Takeaway: Cherry-pick from the $1,970 list to add to the $197 offer without increasing your time. The wireframe mockup (B9 bonus) and heatmap setup (B3 bonus) are already in your bonus menu -- make one of them a DEFAULT inclusion, not an optional add-on.

What "Free" Gets You (It's Not Charity)

• 5 video testimonials -- using the Epiphany Bridge script (Section 17)
• 3 before/after case studies -- with PageSpeed scores, conversion data, screenshots
• 10-20 people in your pipeline -- some will want the rebuild even at free-audit stage
• Referrals -- every free audit ends with the referral ask script
• Content -- every audit is a potential social post, case study, or ad creative
• Reps -- your 20th audit will be 5x better than your 1st. Get good before you charge.

Hormozi's data: Close rates on free vs paid front-end offers are the SAME. The only difference is lead cost (5x cheaper with free). This validates starting free.

Adding Friction (Phase 3 Checklist)

Add these one at a time. Each one reduces volume but increases quality:

• Friction 1: Require watching a 5-minute video before booking. Kills tire-kickers. Increases show rate.
• Friction 2: Intake form with qualifying questions (revenue, timeline, commitment level). Filters out sub-$10k/mo businesses.
• Friction 3: Application-based positioning. "Apply for a Sprint" not "Buy now." Makes them feel selected, not sold.
• Friction 4: Cohort model. "August cohort starts August 4th. 10 spots." Creates natural scarcity and urgency.
• Friction 5: Price increases. $197 -> $297 -> $397. Each increase is permanent. Never bring the price back down.

WYMB Criteria (Win Your Money Back)

To win their $197 back as store credit, the client must:

• Watch the full Loom audit -- tracked via view count
• Implement at least 3 fixes -- screenshot proof required
• Post a before/after on social media tagging @lucasjansen -- free advertising for you
• Attend the 30-day results review call -- this is the disguised upsell appointment for the rebuild

What's Included vs. What's an Upsell

Included -- Conversion Copy Framework: Conversion-structured copy -- headlines, subheads, CTAs, button text, section flow. Based on proven frameworks. Gets the job done.

Upsell -- Sales Copy That Converts Package: Customer research interviews, voice-of-customer language, story-driven about page, long-form service pages, A/B copy variants. The stuff that takes real writing time.

Frame it as: "Your rebuild includes the Conversion Copy Framework for every page. If you want the full Sales Copy That Converts Package based on customer research and your brand voice, that's the add-on."

Deliverables on Completion

• Your Conversion Breakdown -- 10-min Loom video explaining WHY each section is designed the way it is and how it converts. Educates them, increases perceived value.
• 7-Day Launch Checklist -- PDF: analytics setup, Google Business, social links, SEO basics, what to post, how to track conversions.
• Before/After Screenshots -- PageSpeed scores, mobile views, design comparison. You keep these for your case study portfolio.

The Close Language (Memorize This)

"I'm not asking you to say yes or no today. I'm asking you to make an informed decision. Both decisions are risk-free. If you say yes -- your site hits 90+ PageSpeed or I rebuild it free, you don't pay again until the site is live, and if you don't see improvement in 60 days I keep optimizing for free. If you say no -- you keep everything from the Sprint and I'll put together The 7-Day Conversion Fix Blueprint for $497 so you have a roadmap any developer can follow. Both are risk-free. But only one will get you where you want to be in 6 weeks. So which risk-free decision do you want to make?"

Then shut up. Wait 8+ seconds. Harvard/UCLA research: pausing 8+ seconds after asking for the sale increases close rates 23-40%. Do not fill the silence.

Rebuild Sales Script (30-Day Results Call)

Step 1 -- Value Anchor (before revealing price):
"Based on what we've seen in your Sprint... (PAUSE 3s) if your site converted just 1% better on your current traffic... (PAUSE 2s) what would that mean for your business monthly?"
SHUT UP. Let them answer. They name their own number. Whatever they say, $5,000 looks small next to it.
For DTC/e-commerce: "If your site converts even half a percent better on your current traffic, how many extra orders is that per month? At your AOV, what does that add up to?"

Step 2 -- Price Reveal + Guarantee Stack:
"The 14-Day Revenue Rebuild is $5,000. (PAUSE 3s) Based on what you just told me, that pays for itself in [their math]. And I'm not asking you to say yes or no today -- I'm asking you to make an informed decision. Both decisions are risk-free. If you say yes -- your site hits 90+ PageSpeed or I rebuild it free, I cover the analytics setup myself, and if you don't see improvement in 60 days I keep optimizing for free. You pay $1,000 today and don't pay again until the site is live and you approve it. If you say no -- you keep everything from the Sprint and I'll put together The 7-Day Conversion Fix Blueprint for $497 -- and that $497 credits toward the rebuild if you ever come back. So which risk-free decision do you want to make?" (PAUSE 8+ SECONDS. Do not speak.)

Tone rules for this call: Talk SLOWER (150-170 words per minute). Talk LOUDER. Enunciate every word. If the call goes perfectly, they spoke for 80% of it and you spoke for 20%. Pausing 8+ seconds after asking for the sale increases close rates 23-40%.

Why the 60-Day Performance Sprint Is Free (Not a Discount -- a Methodology)

"Your first 2 months of The Monthly Conversion Accelerator are free -- that's your 60-Day Performance Sprint. We launch, we watch the data together, we tweak. By month 3 when you start paying $197/mo, you already have proof it's working." Now the free months aren't a giveaway -- they're part of the process. They have results before they ever pay.

Script A: The 8-Step DM Setter (Cold/Warm)

Based on Hormozi's Cold Outreach framework. Every single message follows two rules: (1) Acknowledge/encourage -- make them feel good, (2) Ask the next question.

1. OPEN: "Hey [Name] -- what's going on in your world today?" (warm) or reference something specific: "Hey [Name] -- saw your post about [topic], solid stuff." (cold)
2. RELATE: Connect to their world. NOT creepy. Reference their content, their business, something real. "Looks like you're doing great things with [business]."
3. TRANSITION: "What's been your biggest focus lately with the business?" / "How's growth been going?"
4. CLARIFY GOAL: "So what are you trying to do right now with [their business]? Where do you want to be in 6 months?"
5. LABEL WITH PROBLEM: "Got it. So you're trying to [their goal] but [their obstacle]. What's been the biggest struggle with that?"
6. OVERVIEW PAIN: "What have you tried before?" / "How'd that work out?"
7. CREATE CURIOSITY: "I have a bunch of clients who were in the same boat. I have some suggestions if you want to hear them -- I just like to ask before throwing out advice haha"
8. GET ON THE PHONE: "It would take me 23,498 pages to type it all out haha but whenever we both have a minute we can hop on a quick call and I can walk you through it. Would you be up for that? (no pressure)"

Speed rule: Complete the entire DM-to-call process in 48 hours or less. Time kills all deals.

Booking rule: Call them RIGHT NOW if possible. If not, book THAT DAY. Leave an open loop -- don't close the chat clean.

Script B: The ACA Framework (For Every DM Reply)

Use this for EVERY response in any DM conversation. Three parts, every time:

• A -- Acknowledge: Restate what they said in your own words. Active listening. "So you're saying the site looks fine but leads just aren't coming through."
• C -- Compliment: Tie it to a positive character trait. "That's smart that you're paying attention to that -- most people just throw more money at ads without checking."
• A -- Ask: Ask a question that leads the conversation toward your offer. "What have you tried so far to fix it?"

Purpose of first interaction: Get a reply. Not a sale. Not a booking. Just a human conversation.

Script C: The Voicemail Open Loop

"Hi [NAME], it's Lucas. I'm calling in reference to [THEIR COMPETITOR'S NAME]. Give me a call back at [NUMBER]."

Why it works:

• Short -- no overthinking
• Relevant -- mentions their competitor (not you, not your service)
• Opens a loop -- curiosity about what you know about their competitor forces a callback

Don'ts: Don't say "This is Lucas Jansen from..." Don't mention your company. Don't explain what you do. The mystery IS the hook.

Script D: The One-Liner Cold DM/Email

"Are you still looking to get more customers from your website?"

No images. No links. No frills. Just a question. Use "still" for re-engagement (implies they've been thinking about it). Remove "still" for first-time cold outreach.

Adapt per audience:

• DTC: "Are you still trying to improve your site's conversion rate?"
• Med Spa: "Are you still looking to book more appointments from your website?"
• Contractor: "Are you still trying to get more quote requests from your site?"

Script E: The Referral Ask (Use After Every Positive Interaction)

"By the way -- do you know anybody who has a website that doesn't match the quality of their actual service? I'm taking on 5 Sprint clients this month because I want to build out more case studies. I help them see exactly where they're losing customers and fix it in 14 days. I even guarantee they win their money back if they do the work. Does anyone you like come to mind?"

If they say no: "Anyone you hate?" (breaks tension, gets a laugh, sometimes gets a real name)

Volume rule: 100 reach-outs per day. Simple scales. Fancy fails.

Credit-Forward System (Every Dollar Moves Forward)

No money spent with you is ever wasted. Every offer credits toward the next tier up:

• $197 Sprint -> credits toward The 14-Day Revenue Rebuild ($5,000)
• $497 Blueprint -> credits toward The 14-Day Revenue Rebuild ($5,000) if they come back later
• $5,000 Rebuild -> includes 60-Day Performance Sprint (2 free months of The Monthly Conversion Accelerator)
• 6 months of Accelerator -> unlocks a $250 loyalty credit toward any upsell (landing page, copy package, or speed optimization). "You've been with me 6 months -- here's $250 toward your next project."

Why this works: People who said no to the rebuild but bought the Blueprint still have $497 of "sunk credit" pulling them back. And continuity clients who hit 6 months get rewarded for staying -- the loyalty credit costs you nothing but makes canceling feel like leaving money on the table.

$197 The 14-Day Site Fix Sprint -- Win Your Money Back.

I record a personalized Loom walking through your exact site, showing you every place you're losing customers and how to fix it. Watch the audit, implement 3 fixes, post your before/after tagging me, and show up to a 30-day results call -- and you win your $197 back as credit toward a full rebuild. Only about 10% of people ever ask for cash back, and even if they do, I give it to them -- no questions asked. The credit locks into your monthly strategy retainer at $20/mo off for 10 months, so you stay winning long after the Sprint. Either way you get a better site, I get a testimonial, and we both walk away ahead.

$197 Conversion Audit -- Win Your Money Back

Mechanism: Pay $197. Complete the challenge (watch audit, implement 3 fixes, post before/after, attend 30-day call). Win $197 back as store credit toward the rebuild.

Why it works: Zero perceived risk. They think "worst case I get my money back." You get paid, they do the work, and the 30-day call is your built-in sales appointment.

Best for: Warm leads who already trust you a little. DM outreach, email list, social followers.

Credit rules: Store credit first (not cash). Spread as $20/mo off continuity for 10 months. Only ~10% ever ask for cash back.

$197 Conversion Audit -- Win a Free Full Rebuild

Mechanism: Everyone who buys the $197 audit this month is entered to win a complete website rebuild ($5,000 value). Drawing at end of month. Winner announced live.

Why it works: The audit is already worth $197. But the CHANCE of winning $5,000 makes it feel like a lottery ticket on top of a sure thing. People who would have said "maybe later" say "yes" now because of the time limit.

Best for: Cold traffic, ads, launches. Creates urgency without discounting.

Variations:

• Monthly drawing: 1 winner per month from all audit buyers
• Referral multiplier: Refer a friend who also buys = 5 extra entries
• Social bonus entries: Share your audit results on social = 3 extra entries (free advertising for you)
• Stack with WYMB: "Win your money back AND get entered to win a free rebuild"

Cost to you: One rebuild every 1-3 months. If 20 people buy audits at $197 = $3,940 revenue. You give away one $5,000 rebuild but the case study + testimonial + content from the winner pays for itself. Net cost after audit revenue: ~$1,060. Net cost after that winner converts to continuity: basically zero.

FREE DIY Website Audit Checklist  vs  $197 Personalized Conversion Audit

Mechanism: Offer a free generic checklist that anyone can download. 20-point "check your own site" PDF. It's useful but surface-level -- it tells them WHAT to look for but not what's wrong with THEIR site specifically. The $197 audit is the obvious upgrade: personalized, specific, actionable.

Why it works: The free version makes them realize how much they don't know. They check 6 out of 20 boxes and think "I need help." The paid audit becomes the obvious next step. The free thing sells the paid thing.

Best for: Top of funnel. Content marketing, SEO, social posts. Captures emails from people who aren't ready to pay yet.

The decoy structure:

$197 Conversion Audit + FREE Competitor Teardown ($297 value)

Mechanism: Buy the $197 audit and get a free Competitor Teardown Report. Side-by-side comparison of their site vs their top 3 competitors -- what the competitors do better, what they can steal, where they're already winning.

Why it works: The competitor angle hits ego. Nobody wants to be worse than their competitors. And now they're getting $494 of value for $197. Perceived value doubles, price stays the same.

Best for: Competitive niches. B2B. Anyone who already knows their competitors are doing better.

Bonus variations to stack:

• Buy Audit + Get Free Mobile Audit ($197 value) -- separate deliverable for mobile-specific issues
• Buy Audit + Get Free Speed Report ($247 value) -- PageSpeed analysis with fix priorities
• Buy Audit + Get Free Copy Swipe File ($197 value) -- headlines, CTAs, and hooks from top-converting sites in their niche
• Buy Audit + Get Free Heatmap Setup ($297 value) -- you install Hotjar/Clarity, they get real visitor data for 30 days, reviewed on the results call

Cost to you: 15-30 min extra work per bonus. Most can be templated. The heatmap one is genius because it forces them to show up to the 30-day call to get the heatmap review.

$197 NOW  vs  $347 AFTER DEADLINE

What it is: You're not discounting. You're genuinely raising your price over time and giving people a window to lock in the current rate. When the deadline hits, the price goes up -- for real.

How it works for you: "My audit is $197 right now. On August 1st, it goes to $347. Same audit, same Loom, same everything -- just costs more if you wait." That's it. No countdown timers, no fake scarcity. You actually raise the price.

Why it works: People who were thinking "maybe next month" now have a reason to act. Waiting costs them $150. The urgency is real, not manufactured -- and that's what makes it powerful.

Best for: Launch weeks, email blasts, end-of-month pushes, whenever you genuinely plan to raise prices.

Ways to apply it:

• Cohort pricing: "July cohort: $197. August: $297." You raise it every month as demand grows. This is real -- your time becomes more valuable as you get more clients.
• Early bird on rebuild: "Book your rebuild this week: $3,500. Next week: $4,200." Works because you genuinely have limited capacity.
• Deadline on bonuses (not price): "The audit is always $197, but the free Competitor Teardown bonus disappears Friday." Price stays the same, value decreases if they wait.

The one rule: If you say the price goes up, it goes up. Period. The moment you bring the price back down, you've trained everyone to wait for the next "sale" and this offer type is dead forever.

FREE* Conversion Audit -- Free If You Do The Work

What it is: The opposite of WYMB. Instead of paying first and winning it back -- they get it free first, but lose it if they don't do the work.

How it works for you: "I'll record your full personalized Loom audit -- completely free. You just put a card on file for $297. Watch the audit, implement the fixes, show up to the 30-day results call -- no charge, ever. If you don't do the work within 30 days, you get charged $297."

Think of it like: A gym membership that's free IF you show up 4x/week. Stop showing up? You pay full price. It rewards action-takers and charges the lazy.

WYMB vs Free With Consumption:

• WYMB: They PAY $197 upfront, then WIN it back by doing the work
• Free With Consumption: They get it FREE upfront, then LOSE it (get charged $297) if they DON'T do the work
• Same psychology, opposite direction. WYMB = trust required. Free With Consumption = zero trust needed.

Best for: Skeptics. People who've been burned before. Cold leads who won't put money down but WILL put a card on file. "If it's really free, what do I have to lose?"

The consumption criteria:

• Watch the full Loom audit (tracked via Loom views)
• Implement all 5 recommended fixes (screenshot proof)
• Submit a before/after comparison
• Attend the 30-day results call
• Leave a testimonial (video or written)

Why $297 on the card (not $197): Higher amount = stronger commitment to actually do the work. And the people who don't do the work pay MORE than your normal audit price -- which covers the ones who got it free.

Why you can't lose:

• They do the work (free)? They're your BEST rebuild candidates -- they've proven they take action. They show up to the 30-day call fully bought in.
• They don't do the work ($297)? You get paid $297 for recording a Loom. More than your normal audit price.
• The math: 10 people sign up. 6 complete it (free), 4 don't ($297 each) = $1,188 revenue. All 10 are in your pipeline. The 6 action-takers are pre-sold on the rebuild.

$197 "See Exactly Why Your Competitors Are Winning Online"

What it is: A personalized Loom where you pull up their site and their top 3 competitors side by side. You walk through every area where the competitors are beating them -- design, speed, trust signals, copy, mobile, CTAs -- and show them exactly what's working for the competition and what they're missing.

The deliverable:

• Personalized Loom video (15-25 min)
• Side-by-side comparison of their site vs 3 competitors
• Ranked list: where they win, where they lose, and what to steal
• Priority action plan: "Fix these 5 things to close the gap"

Why it's attractive: Pure ego. Every business owner thinks about their competitors. "Want to see exactly how you compare?" -- nobody says no. They're not buying an audit, they're buying intel on their competition. Way sexier than "let me check your site."

How it leads to the rebuild: The teardown naturally shows that their competitors have better design, faster sites, stronger trust signals. The gap isn't one or two fixes -- it's a fundamentally better-built site. "You can patch these things one by one, or we can rebuild your site to match and beat what's working for them."

WYMB criteria:

• Watch the full Loom teardown (tracked)
• Implement 3 "steal from competitors" fixes (screenshot proof)
• Post a "what I learned from studying my competitors" post on social tagging @lucasjansen
• Attend the 30-day results call

Best for: B2B, competitive niches, business owners who already know their competitors are ahead. Cold DMs that start with "I just looked at [competitor name]'s site and yours -- want to see how you compare?"

Pitch (5 sentences): "I'll pull up your website next to your top 3 competitors and record a side-by-side teardown showing exactly where they're beating you -- and what you can steal from them. It's $197. Watch the teardown, implement 3 of the fixes, share what you learned on social, and show up to a 30-day results call -- you win your $197 back as credit toward a full rebuild. Most people look at this and realize the gap isn't about quick fixes -- it's about how the site was built. Either way, you walk away knowing exactly where you stand."

$197 "Would You Buy From Your Own Website?"

What it is: A personalized Loom where you visit their site as a first-time customer. You record your real-time reaction -- what you see, what confuses you, what makes you trust or distrust, what would make you leave, what would make you buy. Raw, honest, no sugar-coating.

The deliverable:

• Personalized Loom video (15-25 min)
• "First 7 Seconds" analysis -- what someone sees and feels in the first moment
• Trust signal scorecard -- what's building trust and what's killing it
• The "Would I Buy?" verdict with specific reasons
• Priority fix list: "Change these 5 things and the first impression flips"

Why it's attractive: The hook "Would you buy from your own website?" is a gut punch. Every business owner thinks their site is fine -- but they've never seen it through a stranger's eyes. This is the mirror they didn't know they needed. It's personal, it's uncomfortable, and it's impossible to ignore.

How it leads to the rebuild: First impressions are about design, layout, speed, and trust signals -- all things that can't be patched with a few edits. When someone sees "your site looks like a template, loads in 6 seconds, has no social proof above the fold, and your headline says nothing" -- that's a rebuild conversation, not a tweak.

WYMB criteria:

• Watch the full Loom audit (tracked)
• Implement 3 first-impression fixes (screenshot proof)
• Ask 3 real customers "what was your first impression of my site?" and share the responses
• Attend the 30-day results call

Best for: Service businesses, coaches, consultants -- anyone whose service quality is way higher than their website quality. The DM opener: "I checked out your site and I have some honest thoughts -- want to hear them?"

Pitch (5 sentences): "I visit your website as a total stranger and record my honest, real-time first impression -- what I see, what confuses me, what would make me leave, what would make me buy. No sugar-coating. It's $197. Watch the audit, fix 3 things, ask 3 real customers what they thought of your site, and show up to a 30-day call -- you win your $197 back as credit. Most business owners have never seen their site through a stranger's eyes. Once you do, you can't unsee it."

$197 "Your Marketing Is Working. Your Website Is Eating The Results."

What it is: A personalized Loom where you walk through their site from the perspective of someone their marketing team just sent there -- an ad click, an email link, a social post. You show exactly where that traffic lands, where it gets confused, where it drops off, and where it leaves without converting.

The deliverable:

• Personalized Loom video (15-25 min) -- their site through the eyes of their marketing traffic. "Your ad promises X. The landing page says Y. The visitor is confused in 3 seconds."
• "Hand This To Your Team" one-pager -- 5 specific fixes their marketing person or team can implement this week. CTA placement, headline alignment with ads, trust signal additions, mobile fixes, page speed. Template you build once, customize in 10 min.

Why it's attractive: These businesses are ALREADY spending thousands on marketing. Telling them "your marketing spend would perform 2-3x better if the site actually converted" is the most compelling ROI pitch possible. They're not spending new money -- they're unlocking money they're already spending.

Why the marketing team loves you: You're not auditing their work. You're proving their campaigns ARE driving traffic -- the site is just killing the conversions. You validate the team and blame the site. The marketer gets credit, you get the rebuild.

How it leads to the rebuild: The one-pager gives them 5 quick wins. Their numbers improve a little. Now the founder sees proof that fixing the site = more revenue. But the one-pager is 20% of the fix -- the other 80% requires rebuilding the site. You show them this on the 30-day call: "You implemented 5 fixes and got X% improvement. Imagine what a full rebuild does."

WYMB criteria:

• Watch the full Loom audit (tracked)
• Have their team implement 3 of the 5 fixes from the one-pager (screenshot proof)
• Share a before/after of their marketing metrics (even a screenshot from their ad dashboard showing improved conversion)
• Attend the 30-day results call

Best for: Businesses with in-house marketing, a marketing person, or an agency running their ads. $10k+/mo revenue. Already spending on ads/marketing but not seeing the returns they expected. These are your highest-value rebuild candidates.

Pitch (5 sentences): "Your marketing team is driving traffic. I'll show you exactly where your website is killing the conversions they're working hard to get. It's $197. I record a personalized Loom walking through your site from the perspective of someone who just clicked your ad -- plus a one-pager your team can use to fix 5 things this week. Have your team implement 3 fixes, share the before/after metrics, and show up to a 30-day results call -- you win your $197 back as credit toward a full rebuild."

The Flow

1. Purchase -- They pay $197 for any attraction offer.

2. Thank You Page -- "Before I record your audit, I need a few details to make it as specific as possible. Fill out the form below (takes 2 minutes)."

3. Intake Form -- Tailored per offer (see below). This is where the qualification happens.

4. Instant Delivery -- Based on their answers, they immediately get their stage-specific Website Conversion Roadmap PDF + the roadmap video. Value delivered before you even open their site.

5. You Record -- Using their intake answers, you record a sharper, more targeted Loom. You already know their revenue, stage, competitors, and pain points.

• What's your website URL?
• What does your business do? (1 sentence)
• How much monthly revenue are you doing right now?
• Are you currently running ads or doing any paid marketing?
• What's the #1 thing you want your website to do better?
• How long have you had your current site?

• What's your website URL?
• Who are your top 3 competitors? (URLs)
• What does your business do? (1 sentence)
• How much monthly revenue are you doing right now?
• What do you think your competitors do better than you online?
• What do you think YOU do better than them?

• What's your website URL?
• What does your business do? (1 sentence)
• How much monthly revenue are you doing right now?
• How much are you spending on marketing per month? (ads, agency, tools, etc.)
• Who handles your marketing? (in-house person, team, agency, yourself)
• What's your biggest frustration with your marketing results right now?
• Where does most of your traffic come from? (Google ads, Meta ads, social, email, other)

• What's your website URL?
• What does your business do? (1 sentence)
• How much monthly revenue are you doing right now?
• What do you THINK someone's first impression of your site is?
• Who is your ideal customer?
• When was the last time your site was updated or redesigned?

When to Ask

• Timing: Within 1 day of an inflection point -- a great result, a milestone, a positive comment they make on a call. Strike while the emotion is hot.
• Format: Schedule a 15-minute video call within 2 business days. Record it (with permission).
• Always ask: "Can we use parts of this video in our marketing?" Get it on camera.

The 6-Question Epiphany Bridge Script

Ask these in order. Let them talk. Do not interrupt. The story sells itself.

1. "Tell me your name and what your business does." -- Gets them comfortable on camera. Keep it to 1-2 sentences.
2. "How was your website situation before we worked together?" -- The BEFORE state. External facts: what wasn't working, what they were struggling with.
3. "How did that make you feel? What were you unable to do that you wished you could?" -- The INTERNAL before state. This is where emotion lives. "I was embarrassed to send people to my site." "I knew I was losing customers but didn't know where."
4. "How did you find me? What were your doubts? What made you say yes anyway?" -- The BRIDGE. This handles future prospects' objections for you. "I was skeptical because I'd been burned by a designer before, but the WYMB guarantee made it risk-free."
5. "Where are you at now? How does that feel? What are you able to do now that you couldn't before?" -- The AFTER state. External results + internal feeling. "My site loads in 1.8 seconds, I went from 2 leads a week to 9, and I actually feel proud sending people to my site now."
6. "What would you tell someone who's watching this right now and is unsure about taking the next step?" -- The CTA. They close for you. This is the line you clip and use in ads.

Where to Capture (Built Into Your Process)

• After The 14-Day Site Fix Sprint: At the 30-day results call. "Before we talk about next steps -- I'd love to get your honest take on how the Sprint went. Mind if I record a quick 5 minutes?" Perfect timing because they just saw results.
• After The 14-Day Revenue Rebuild: On the first Monthly Conversion Accelerator call (month 1 of the 60-Day Performance Sprint). They've seen the new site live, traffic is hitting it, they're excited. "Your site's been live for 3 weeks -- how's it been? Mind if I capture this?"
• During The Monthly Conversion Accelerator: When they share a win on a monthly call. "Wait -- that's incredible. Can I record you saying that? Other business owners need to hear this."

How It Works

It's not custom. It's stage-specific. Alex's "$100M Scaling Roadmap" isn't a custom document -- it's a different PDF for each business stage (Improvise, Monetize, Advertise, etc). Yours works the same way.

You build 5 PDFs, one for each stage. Each PDF covers:

• Where they are right now (their stage)
• The specific constraints holding them back at this stage
• What they need to fix / build to graduate to the next stage
• What the next level looks like (the vision)
• A checklist of actions they can take right now

Based on their intake answers, you send the right PDF. They think it's personalized. It's actually one of five templates.

Title: "The Website Conversion Roadmap -- Which Stage Is Your Website In?"

Length: 8-12 minutes

Structure:

• 0:00 - 1:00: "Most business owners don't know what stage their website is in. That's why they waste money on the wrong fixes. Here are the 5 stages."
• 1:00 - 8:00: Walk through each stage with real examples (screenshots of sites at each level). Show what "good" looks like vs what they probably have.
• 8:00 - 10:00: "Based on what you told me in the intake form, I've identified which stage you're in. Your roadmap PDF shows exactly what's holding you back and what to focus on first."
• 10:00 - 12:00: Bridge to the audit. "Watch for your personalized Loom in the next 48 hours. That's where I walk through YOUR specific site and show you exactly what to fix. In the meantime, go through your roadmap and start checking off what you can do on your own."

CTA at end: Links to your free training courses. Keeps them in your world while they wait for the audit Loom.

Pauses -- Your Most Powerful Weapon

Harvard, UCLA, and other studies showed a 23 to 40% increase in close rates by pausing for 8+ seconds after asking for the sale.

• Short pause (...): Draws attention to a word. "I have some suggestions... if you even want to hear them."
• Medium pause (.): End of a thought. Let it land. "Your site is losing customers every day."
• Long pause (--): Maximum attention. Use after price reveals, after asking for the sale, after dropping a hard truth. "The rebuild is $5,000. --" Then shut up.

"You will lose up to 40% of your deals if you don't shut up." After you ask the question, STOP TALKING. The first person to speak loses. This is not awkward -- this is closing.

Pitch (Highness/Lowness)

• Raise pitch at end = question. "John?" = "Hello, am I speaking with John?" One word, one job.
• Drop pitch at end = statement of fact. "Your site is losing customers." Authority.
• Better jobs = fewer words = efficient closing. If your tone is doing the work, you need half the script.

Where to Apply Tone (Annotated)

• Loom audits: Slower than you think. Pause before each major finding. Let the screenshot speak before you explain it. "And here... (PAUSE 3s) ...this is where you're losing them."
• DM voice notes: LOUDER and more energetic than your normal voice. These are tiny sales pitches. If you sound tired, they feel tired about your offer.
• 30-day results call: Slowest you'll ever speak. This is the close. Every pause is intentional. Price reveal -> 3 second pause -> guarantee stack -> 8 second pause -> "Which risk-free decision do you want to make?" -> SILENCE.
• Testimonial recordings: Warm, excited, encouraging. Make them feel like a star. "Wait -- that's incredible. Say that again."

Copy Audit Checklist (Run Before Publishing Anything)

1. Read it out loud. If you stumble, rewrite that sentence.
2. Cut every adverb. Replace with a specific number or fact.
3. Check every sentence for passive voice. Flip it.
4. Remove every word that doesn't change the meaning if deleted.
5. Check reading level. Paste into Hemingway Editor. Target: Grade 3-5.
6. Read it to someone who knows nothing about web design. If they don't get it, simplify.

Industry Wrapper Rotation (Stack With Seasonal)

Run one industry focus per month alongside the seasonal wrapper:

• Month 1: Med Spa focus -- "The 14-Day Med Spa Revenue Sprint"
• Month 2: DTC focus -- "The 14-Day E-Commerce Conversion Sprint"
• Month 3: Contractor focus -- "The 14-Day Contractor Lead Sprint"

Same audit process. Same rebuild. Different landing page, different screenshots, different testimonials featured. The prospect sees their industry and thinks "this is built for ME."

Pain #1: "My site looks fine but does nothing" (MOST COMMON)

Not ugly sites -- sites that look OK but have zero conversion architecture. No clear CTA, too many options, no proof, homepage talks about the company instead of the customer's problem.

Real quotes from posts:

• "A website is not supposed to exist, it is supposed to work."
• "Most of those sites are not broken and they look fine, but they do nothing. No leads, no calls, no sales, just sitting there."
• "Most homepages have 4-6 different calls to action competing for attention."
• "You can't tell what they actually do in the first few seconds."
• "The homepage talks more about the company than the problem it solves."

Your offer for this crowd: Conversion Audit, First Impression Audit

Pain #2: "I'm spending on ads and my landing page is the bottleneck"

Marketers and business owners spending real money on Meta/Google ads. Good CTR, traffic coming, nothing converts. They think the ads are broken. The ads are fine -- the site is the problem.

Real quotes from posts:

• "Out of 600 page views, I got 2 conversions."
• "The ads have been generating good click-through rates... but disappointingly low conversion rates."
• "Spent $1,500 on ads, why am I not getting sales?"
• "91% bounce rate on my landing page."
• "50 add to carts with no sales."
• "170 sessions, 0 conversions. The failure is clearly post-click."

Your offer for this crowd: Marketing Multiplier Audit

Pain #3: "I don't know what to fix first"

Overwhelmed. They've tried changing button colors, shortening forms, adding phone numbers, rewriting copy. Nothing works because they're guessing instead of diagnosing.

Real quotes from posts:

• "I've tried most things. Different colour buttons, short forms, long forms. Nothing is working."
• "I have tried rebranding/redesigning my website a couple of times. First, I added a ton of products. Then I paired it way down. Now, its kind of..."
• "Before I start randomly changing buttons/colors, I want a structured approach."
• "What's the one thing you wish you had fixed on your website sooner?"

Your offer for this crowd: ANY audit + Website Conversion Roadmap

Pain #4: "My website grows harder to manage as my business grows"

Forms break. Mobile looks weird. Every change feels stressful. They stop touching the site entirely. This is the continuity play -- they need ongoing support.

Real quotes from posts:

• "Eventually you reach the point where you don't even want to touch the website anymore."
• "Something always breaks. The mobile version looks weird. A form stops working. Random spacing issues appear."
• "Every small change feels stressful."

Your offer for this crowd: Continuity ($197/mo strategy + hosting)

Pain #5: "No trust signals = no conversions"

No testimonials, no logos, no case studies, no numbers. Visitors have no reason to trust them. They don't even realize this is the problem.

Real quotes from posts:

• "No testimonials, no logos, no case studies, no numbers. You're basically saying 'trust us, just because'."
• "As a customer myself, I've skipped businesses simply because I couldn't find basic information online."
• "No professional email address. No way for customers to easily contact them."
• "I sell jewelry through Facebook marketplace and get orders in person. But my website doesn't convert."

Your offer for this crowd: First Impression Audit

Pain #6: "Ad-to-page mismatch"

The ad promises one thing, the landing page says something else. 3-second confusion = bounce. Specific, technical problem they can't see themselves.

Real quotes from posts:

• "There's a disconnect between what someone thinks they are clicking to and what they actually click to."
• "We use the same facebook ad as the typeform one, with some adaptations. Out of 600 page views, 2 conversions."
• "Your ad promises X. The landing page says Y. The visitor is confused in 3 seconds."
• "The quality of traffic seems stable. The audience hasn't changed. However, the conversion rate of landing pages that have been strong for more than a year has begun to decline."

Your offer for this crowd: Marketing Multiplier Audit