Your funnel map
This is the path a parent takes from seeing your ad to becoming a paying student. Click any step to see how it works today, where I'd like it to be, and what I'm doing about it.
A month of ads today
Every 100 paid visitors
WorkingNeeds workMissing
Get found
How it works today
About 156 clicks a month at $19.78 each, all on computers. The ads are yours to run, so I leave them alone.
Where I want it
Same as today.
What I'm doing about it
Check the payment warning in Google Ads (it's on the list at the top of the log).
Today
Land and capture
How it works today
The ads promise a 200-point boost, and the page never says so.
Where I want it
The new page leads with proof, your guarantee and a free first hour.
What I'm doing about it
The test starts on Nov 9.
Nov 9
How it works today
A contact form, or on the new page a button to your booking calendar. A parent who isn't ready to talk has nowhere to leave an email, so about 98 of every 100 paid visitors leave without a trace.
Where I want it
Book a consultation, or leave an email for a free guide.
What I'm doing about it
A free guide and its sign-up page. I'll write the brief first.
Nov 11
How it works today
It says you'll email soon, but you actually phone within the hour. There's no next step.
Where I want it
It confirms the call and offers a consultation slot right away.
What I'm doing about it
I'll fix it together with the free guide.
Nov 11
Talk
How it works today
You phone new families within about an hour. That's a strength, and it depends on you alone.
Where I want it
The same speed, plus a plan for who calls while you're away.
What I'm doing about it
We'll sort it out in our data meeting.
Nov 12
How it works today
A free first session on Zoom. There's no confirmation, no reminder and no rebooking message when someone doesn't show.
Where I want it
A confirmation, a reminder, and a friendly rebook message for no-shows.
What I'm doing about it
I'll write the reminder and no-show emails.
Nov 19
How it works today
You send the invoice the day a family asks. If a family goes quiet after an offer, nothing follows up.
Where I want it
A follow-up for families who got an offer, and a slow drip for families who said "not now" until their test date.
What I'm doing about it
I'll write the follow-up emails.
Nov 24
Keep and grow
How it works today
This works. You sell the upgrade by hand.
Where I want it
Same as today.
What I'm doing about it
Nothing to change.
How it works today
You ask for a review by hand when a score comes in.
Where I want it
Same, asked at the moment the score arrives.
What I'm doing about it
Nothing for now.
How it works today
Referrals are how your business grows. You told me a good customer sends about five more families, and it happens more and more often. A referred family costs you nothing, against $1,500 to $2,000 for a family from ads.
Where I want it
Referrals keep coming, and you also get families who find you some other way, so growth doesn't depend on them alone.
What I'm doing about it
That's what this project is for. I'll also make it easy for happy families to refer others, with a short message when a score comes back.
Nov 25
Behind every step
How it works today
Spreadsheets and a lot of emails. Your file of 109 enquiries has no dates, replies or outcomes, so nobody can work out how many turn into students. It gets harder to run once other tutors are working for you.
Where I want it
One system that holds every lead and student record: where each one came from, what stage it's at, and who needs a reminder.
What I'm doing about it
I'd recommend GoHighLevel. It's a CRM, which means one place that keeps all of that together, and it grows with you when you add tutors.
Nov 26