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Most lead generation funnels are lazy.

You know the ones: "Download my free PDF!" followed by 47 emails trying to sell you a $2,000 course. The PDF sits unread in your Downloads folder. The emails go straight to spam. And the business wonders why their funnel "doesn't work."

Here's the truth: people don't want more PDFs. They want answers.

That's why we built the Greybeard Reality Check Quiz — a diagnostic funnel that identifies exactly where a business owner is stuck, delivers a personalized results page that speaks directly to their situation, and books a sales call automatically — all without a single pushy email.

This article is a full behind-the-scenes breakdown of how we built it, the psychology behind it, and the tech stack that makes it work.

The Problem We Were Solving

Our client is a high-ticket business coach who helps founders scale past $1M in revenue. His ideal clients are experienced operators — people who've already built something but hit a ceiling and don't know why.

His old lead gen system was a "Book a Call" button on his website. Conversion rate: 0.8%.

Why so low? Because booking a sales call is a big commitment for someone who just found you. They need to know you understand their problem first. And a generic "Book a Call" CTA doesn't do that.

We needed a funnel that:

1. Qualified leads (filtered out tire-kickers and people outside his ideal client profile)

2. Built trust by delivering immediate, personalized value

3. Positioned the sales call as the natural next step (not a hard sell)

The solution? A diagnostic quiz that categorizes respondents into one of 42 "blocker archetypes" and delivers a custom results page explaining exactly what's holding them back and how to fix it.

The Architecture: How the Funnel Works

Here's the step-by-step journey a visitor goes through:

Step 1: The Quiz Landing Page

The landing page introduces the quiz with a simple, curiosity-driven headline:

"Take the Reality Check: What's Actually Blocking Your Business Growth?"

Subheadline: "Answer 12 questions. Get a personalized diagnosis in 90 seconds."

There's no opt-in form yet — just a "Start Quiz" button. Lower friction = higher completion rates.

Step 2: The 12-Question Quiz

The quiz is built in GoHighLevel using custom forms and conditional logic. Each question is designed to segment the respondent along 3 axes:

• Growth stage (startup, scaling, plateaued)

• Bottleneck area (sales, operations, team, mindset)

• Readiness to invest (tire-kicker vs. serious buyer)

Example questions:

• "What's your current annual revenue?" (segments by growth stage)

• "What's the biggest obstacle right now?" (identifies bottleneck)

• "If you could solve one thing in the next 90 days, what would it be?" (surfaces intent)

Each answer scores the respondent and routes them toward one of 42 specific archetypes.

Step 3: The Opt-In Gate

After question 12, before showing results, we ask for their email and phone number:

"Enter your email to see your personalized results."

At this point, they're invested. They've spent 90 seconds answering questions. They want the payoff. Opt-in rates here are 60–75%.

Step 4: The Personalized Results Page

This is where the magic happens.

Based on their quiz responses, they're assigned one of 42 blocker archetypes. Examples:

• The Visionary Stuck in Execution Mode (great ideas, can't operationalize them)

• The Revenue Ceiling Repeater (hits $500K, then plateaus every time)

• The Team-Dependent Bottleneck (business grinds to a halt without you)

The results page includes:

• Archetype name and description ("You're a Visionary Stuck in Execution Mode. Here's what that means...")

• Why this is blocking growth (diagnosis of the root problem)

• The 3-step fix (strategic advice specific to their archetype)

• Social proof (case study of someone in the same archetype who broke through)

• CTA ("Want help implementing this? Book a free strategy call.")

The entire results page is dynamically generated based on their quiz score. No generic "Here's what we do" — it's 100% personalized to them.

Step 5: The Automated Follow-Up Sequence

Once they opt in, they enter a GoHighLevel automation:

Within 60 seconds:
SMS: "Hey [First Name], just sent your results to your email. Check them out and let me know if you have questions!"

Day 1:
Email: Their full results page + a short video from the coach explaining the archetype in more depth

Day 3 (if they didn't book):
Email: Case study of someone in their archetype who worked with the coach and broke through

Day 7 (if they still didn't book):
SMS: "Hey [First Name], saw you took the quiz — did the results resonate? If you want to talk through your specific situation, I've got a few spots open this week."

Day 14 (if no response):
They move into a long-term nurture sequence with value-first emails every 2 weeks

Step 6: The AI Closer (Optional Advanced Feature)

For leads who engage but don't book immediately, we added an AI-powered SMS conversation agent (built using Voiceflow + GoHighLevel integration).

If they reply to any SMS asking a question, the AI responds conversationally, answers objections, and gently nudges them toward booking. It feels human, not robotic.

Example exchange:

• Lead: "Is this right for someone doing $300K/year?"

• AI: "Absolutely. A lot of our clients start in that range and scale to $1M+ within 12–18 months. The key is fixing the bottleneck early. Want to chat about your specific situation? I can send you a link to book 15 minutes."

If the conversation gets complex, the AI hands off to the human coach with full context.

The Tech Stack

Here's what powers the funnel:

• Quiz & CRM: GoHighLevel (custom forms + conditional logic)

• Landing page: Built in Framer for speed and design control

• Email/SMS automation: GoHighLevel workflows

• AI closer: Voiceflow integrated with GHL via webhooks

• Results page: Dynamic content blocks in GHL triggered by quiz score tags

• Calendar booking: GoHighLevel calendar widget embedded directly on results page

Total setup time: ~40 hours (including quiz logic, 42 archetype result pages, automation sequences, and AI training).

The Results (So Far)

We launched the funnel 6 weeks ago. Here's what we're seeing:

• Quiz completion rate: 68% (industry average is 40–50%)

• Opt-in rate: 71% (gate at the end of quiz)

• Qualified lead cost: $12–18 per lead (running Facebook ads to the quiz)

• Call booking rate: 22% of quiz completers book a call within 14 days

• Show-up rate: 78% (pre-call nurture sequence keeps them engaged)

• Close rate: Still early, but 40% of calls are converting to $10K+ contracts

Compare that to the old "Book a Call" button (0.8% conversion) and it's a 27x improvement.

Why This Works (The Psychology)

Most funnels fail because they ask before they give. This funnel flips that:

1. It leads with value. The quiz is genuinely useful — even if they never book a call, they walk away with clarity.

2. It's personalized. Generic advice is ignorable. Specific, archetype-based guidance feels like it was written for them (because it was).

3. It builds trust before asking. By the time they see the "Book a Call" CTA, they've already received value and see the coach as an expert.

4. It qualifies automatically. Only people who match the ideal client profile make it through the funnel. No more wasting time on unqualified leads.

Want to Build One for Your Business?

This funnel isn't just for coaches. It works for any high-ticket service business where trust and education drive the sale:

• Consultants

• Agencies

• B2B SaaS

• Financial advisors

• Real estate professionals

At Farsight Studio, we build diagnostic quiz funnels like this for clients who want to stop chasing leads and start attracting them. The setup is custom, the results are trackable, and the ROI is measurable.

Book a free strategy call, and let's talk about what a quiz funnel could do for your business.