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The Problem
01
You check stripe before bed. The numbers don't add up
The ads are spending & getting clicks. The offer is good. But the conversion rate doesn’t reflect what’s being spent. So you rewrite the copy. Test a new headline. Nothing moves.
2.35%
The average landing page conversion rate. Most coaches accept this and blame the traffic. The real problem is almost always the sequence underneath the copy.
02
You can't pinpoint where buyers are actually dropping off
The analytics show traffic coming in. They don't show where it stops. Without knowing the exact point of loss, every fix is a guess
96%
Of website visitors leave without converting. Most of them don’t know why. Neither do you. That’s the problem the audit solves.
03
You get calls booked. Half of them don't show
Someone books a call. You send a calendar invite. Silence until call day. By then the problem that made them book feels less urgent. They don’t show.
50% show rates are not normal.
High-converting funnels consistently hit 70-80%+. The gap is almost always in what happens between booking and call day.
04
You increase ad budget. Conversion rate doesn't move
More budget hits the same broken sequence. The conversion rate holds flat. CAC climbs. The funnel was the problem before it was a spend problem.
2x the spend. Same conversion rate.
Doubling ad spend on a funnel converting at 1% produces the same 1%, but at twice the cost. Fixing the funnel comes first.
Before We Touch Your Funnel
Most funnel audits skip this step entirely.
Before I touch a single asset, I build a complete psychological profile of your buyer
This is built from the six sources where your market tells the truth about what they actually want, fear, and believe.
This isn't surface-level avatar research. It's the difference between guessing what your buyer feels and knowing it.
INPUTS
Sales call transcripts
The exact words buyers use when they’re ready + the objections they raise when they’re not. Nothing else captures the moment someone talks themselves into or out of a decision in real time.
Reddit & Quora
Where your market vents with no filter. The language people use when they’re not being sold to. Here you can find the exact fears, frustrations, and failed solutions your funnel needs to speak to
200+ funnel audits
Patterns pulled from every coaching and consulting funnel reviewed. The friction points that appear consistently, the moments buyers always leave. No one else has this reference library.
Support tickets & DMs
Complete competitor teardown
Ad angles, comment sections, G2/Trustpilot reviews, positioning. Everything your buyers see before they find you, and the objections competitors are already handling
Facebook groups
Where buyers express exactly what's not working, where they've been burned and what's not working in their life, unfiltered. The rawest ICP data available
Output
A complete buyer psychology document
Every piece of research compiled into one document that maps exactly who your buyer is, what they’re feeling, and what they need to encounter at each stage of your funnel. Built before we touch a single asset. Yours to keep regardless of what comes next.
What it maps
Exact pain language in the buyer’s own words
What they’ve already tried and why it failed
What they’re afraid to admit about their situation
Objections they carry before reading a single word
What they need to feel before they’ll trust anyone
Competitor positioning and what your buyers see first
The exact moment they decided to look for a solution
What keeps them up at 3am they haven’t told their partner
What they’re hoping you won’t ask them on the call
What they’d have to admit about themselves if they asked for help
What You Receive
01
Deep ICP Research Document
You’ll know your buyer better than you do right now. Their pain language, their departure point, what they’ve tried, what they need to feel before they’ll trust anyone. Mapped from six data sources before we touch a single asset. Yours to keep regardless of what comes next.
Sales call transcripts
Reddit & forums
Competitor teardown
Facebook groups
Support tickets
Patterns from 200+ funnel audits
02
The Buyer Walk Report
You’ll see exactly what your buyer feels at each stage of your funnel. I enter it as the specific person your ad called out. Not as a marketer looking for problems, but as someone carrying the emotional weight that made them click. This is where emotional mismatches surface that you can’t see from the inside.
Emotional state mapping
Trust contradiction flags
Self-exclusion moments
First 8 second test
03
The Reverse Audit
You’ll know exactly where your funnel breaks its own promises. I go through every asset back to front, from call-day to ad. Reading backwards removes the destination from your brain and forces each asset to justify what the previous one promised. Coherence failures forward reading misses become immediately visible.
Ad → landing page handoff
Landing page → VSL handoff
VSL → email handoff
Pre-call sequence check
04
The Friction Map
You’ll know exactly what to fix first and why. The Friction Map is a written document that combines the findings from the buyer walk and the reverse audit. Every friction point across every funnel asset is listed and ranked by conversion impact. The primary friction point sits front and centre with the specific psychological mechanism behind it and exactly what needs to change. Not suggestions. A specific diagnosis you can act on immediately.
Ranked by conversion impact
Mechanism explained
Specific fix outlined
All assets covered
Your deliverables
Deliverable 01
Complete Buyer Psychology Document
Your buyer mapped in full. Pain language, departure point, objections, what they need to feel before they’ll trust anyone. Built from six data sources before a single asset is touched. Yours to keep regardless of what comes next.
Deliverable 02
The Friction Map
Every friction point across every funnel asset, ranked by conversion impact. The primary leak front and centre, with the exact psychological mechanism behind it and what needs to change. Specific, not vague. In your inbox within 24 hours along with the buyer psychology doc.
The Guarantee
Even if you decide not to act on the audit findings, you leave with a complete buyer psychology document that improves everything you make after this. Here is every way you can use it independently.
Your deliverable
Complete Buyer Psychology Document
use it for
Ad angles
VSL hooks
Open on the exact emotional state your buyer arrives in. Not a calm version of them that doesn’t exist
Landing page headlines
Match the feeling the ad created in the first 8 seconds
Email subject lines
Use the exact language your buyer uses internally in order to grab attention and increase open rates
Sales call objection handling
Know what the buyer is afraid to admit before they get on the call
Testimonial collection
Offer iteration
Pre-call sequence
Know exactly what certainty your buyer needs between booking and call day in order to increase open rates
Every future funnel
The full audit costs $500. The buyer psychology document alone (built properly from 6+ data sources) is worth more than that on its own. You’re getting both.
Why It Compounds
There is a direct correlation between customer focus and cash collected. It starts here.
Start here
Deep ICP Research
You know your buyer completely. their pain, their language, their departure point
Better Results
More Trust
Buyers feel understood. they stay longer, refer more, and come back
More Time With Them
Retention climbs, LTV grows, referrals compound. you spend less to acquire more
More Revenue
cycle repeats
It all starts with knowing your buyer completely. The buyer psychology document is where the cycle begins.
The Right Fit
This is for you if
You are a coach, consultant, info-product creator, or agency owner with an offer above £500.
You are running paid traffic and the conversion rate is not reflecting what you are spending.
You have a working funnel that has gone flat or started declining and you cannot work out why.
You have already tried rewriting copy or A/B testing and the needle barely moved.
You want diagnosis before prescription. Not another agency guessing at your problem.
This is not for you if
You are pre-revenue or still validating whether your offer sells.
You only sell physical products with no coaching or consulting backend.
You want someone to handle everything with zero input from your side.
You want a one-hour strategy call with no implementation behind it.
You are not willing to share access to your funnel data and traffic numbers.
Get the audit
No call required to get started. No retainer. One flat fee.
one time
Delivered in 24 hours
No retainer
Written report
Walkthrough call included
Get My Funnel Audited
or DM me on X @554mz if you want to talk first
What’s included
Complete Buyer Psychology Document
Your buyer mapped in full from six data sources. Yours to keep.
The Friction Map
Every leak ranked by conversion impact. Primary finding with exact mechanism and fix.
30-min Walkthrough Call
I take you through the findings personally so you know exactly what to act on first.
FAQ
Before checkout you answer five short questions about your funnel, offer, and traffic source. After paying you'll be redirected to a page with next steps. From there you email me any additional assets you want me to factor in. Ad creatives, sales call recordings, email sequences, analytics. The more context I have the sharper the findings. I start the audit shortly after and deliver everything within 24 hours.
The audit works with whatever you have. If you only have a landing page and ads, I audit the sequence between those two assets and the ICP research is built around what's driving traffic to that page. A two-asset funnel has just as many friction points as a full one. They just tend to concentrate at the ad-to-page handoff. Send what you have and I'll work with it.
Claude will tell you your funnel looks good. It's trained on human approval and defaults to validation when you show it something you built. Even with the right prompts, it can't enter your funnel as the specific buyer your ad called out. It doesn't know what happened in your buyer's life before they clicked. The diagnostic process here starts with six data sources of real buyer psychology before a single asset gets looked at. Claude doesn't have that context. That's the gap.
I've reviewed 200+ coaching and consulting funnels in detail. Not skimmed. Reviewed. The buyer walk, the reverse audit, the friction map across every asset. That volume is where the pattern recognition comes from. I know what a funnel losing buyers at the ad-to-page handoff looks like because I've seen it hundreds of times across different niches. A single funnel owner only has their own funnel to compare against. That reference library is what makes the diagnosis specific rather than generic.
No. The audit is a standalone deliverable. You receive the buyer psychology document and the friction map. You own them completely and can take them to whoever you want to implement the fixes. If you want me to rebuild the specific assets the audit identifies, that's available as a separate engagement. No obligation. No pressure. The audit is useful on its own regardless of what comes next.
Every finding is specific to your funnel and your buyer. Not "consider adding more social proof" but "your strongest proof asset appears 400 words below your first CTA, after most of your buyers have already decided to leave, because the page assumes trust that hasn't been established yet." If I can't point to the specific line, asset, or moment that's costing you conversions, I don't include it. Vague findings are useless. Everything in the friction map has a mechanism and a specific fix.
That's what the 30-minute walkthrough call is for. I take you through every finding personally. The mechanism behind it, why it's costing you conversions, and what the fix looks like. If you see something differently, we discuss it. The findings are based on how a cold buyer actually experiences your funnel, not my opinion of your copy. The walkthrough is where you ask the hard questions.
Both. The audit tells you exactly what's broken and why. If you want me to rebuild the specific assets the audit identifies, that's available as a separate engagement priced on scope. Most clients who go through the audit have a clear picture of what they need fixed and decide from there. The audit is always the starting point. Diagnosis before prescription.