Build the funnel / landing page
The minimum funnel that converts ad clicks into leads your buyers will pay for.
You've sold a buyer on leads — now you have to produce them. For most consumer-facing niches, leads come from paid ads pointing at a simple funnel. This lesson is the funnel; the next is the ads.
Note: Scrupp is your engine for finding and reaching buyers (the businesses you sell to). Generating the end leads usually means ads + a landing page, which use different tools — named below. (For B2B niches, your leads may also be sourced on LinkedIn, where Scrupp is again the engine.)
The minimum funnel
You don't need a complicated funnel. You need the shortest path from "interested person clicks an ad" to "verified contact your buyer can call":
Illustrative funnel — your BNT questions filter junk before it reaches the buyer.
- Ad → a specific offer ("Free roof inspection", "See if you qualify for solar", "Free case review").
- Landing page → restates the offer, builds quick trust, and has a short form.
- Form → captures name, phone, email, and 1–3 qualifying questions.
- Thank-you + instant handoff → the lead is delivered to your buyer fast (speed matters — see Module 7).
What makes a landing page convert
- One clear offer and one action — no menus, no distractions.
- A strong headline matching the ad (message match) so visitors know they're in the right place.
- Trust cues — reviews, licensing, guarantees, local proof.
- A short form — every extra field lowers conversion. Ask only what qualifies the lead.
- Qualifying questions — e.g. "Do you own your home?", "Timeframe?" — to filter out junk before it reaches your buyer.
- Mobile-first — most paid traffic is on phones.
Tools to build it
- Landing pages / forms: Carrd, Unbounce, Leadpages, Instapage, or a WordPress page builder. For lead forms specifically, Meta and Google also offer native lead forms (no landing page needed) — great for a fast start.
- Lead capture & routing: a simple form tool + Zapier/Make to push leads instantly to your buyer (sheet, CRM, email, or SMS).
Qualify with BNT — Budget, Need, Timeline
The single best way to produce quality leads is to qualify them in the form using BNT — add questions that screen for real intent and disqualify time-wasters:
| Filter | Example question | Qualify | Disqualify |
|---|---|---|---|
| Budget | "How much have you set aside for [product]?" | $250/mo+ | $0–$50/mo |
| Need | "Which best describes your situation?" | Urgent / ready to act | Don't need it / just browsing |
| Timeline | "How soon do you want to start?" | Immediately–4 weeks | 3+ months |
BNT leads cost more to produce, so charge more per lead — but the buyer makes far more money from higher-intent leads, so they'll happily pay. Demo the quiz live to buyers so they see the qualification.
Verify the phone with OTP
Add OTP (one-time-passcode) phone verification to your form (via Twilio + your quiz builder — Heyflow needs custom code; LeadsHook/LeadCapture have native integrations). It confirms the number is real, which kills fake/typo leads before they reach your buyer and protects your quality reputation.
Define "qualified" before you spend
Match the funnel's BNT and qualifying questions to the exact lead definition you agreed with your buyer in Module 5. A lead that meets those criteria is billable; one that doesn't, you filter out. This is how you protect lead quality from the start.
Start tiny: one offer, one landing page, one audience. Prove it produces qualified leads before adding complexity. A simple funnel that works beats a clever one that doesn't.
Next: driving traffic to it with paid ads.