Internal review · not client-facing
A full funnel audit and campaign build for a prospective client, produced from their public site and Google listing only. Six defects found, two of which stop their Meta ads from working at all. Three channel-tuned landing pages, a funnel blueprint, thirteen Meta static units, and a three-step drip, all on their own navy and gold.
_headers, verified on the live response.Everything else on this board is proof that we can build. This page is the reason they should let us. It is the audit of what is broken today, the architecture that fixes it, and the order to do it in, using only the tools they already pay for.
Current-state diagram of what happens to a lead today, a severity-ranked defect table with the evidence URL for each, the target architecture, a layer-by-layer breakdown of what each part of a funnel is for, and a four-stage fix sequence.
| # | Defect | Evidence | Severity |
|---|---|---|---|
| 1 | The primary CTA dead-ends. Both homepage CTAs land on an unbranded buyer-or-seller fork page. The Buyer/Investor option is a button with no destination. | go.ontariobusinessbrokers.ca/buyer/seller | Critical |
| 2 | The privacy policy 404s while being linked in every page footer. This blocks Meta lead ads and creates a CASL problem. | /privacy-policy → 404 | Critical |
| 3 | The ScoreApp quiz is a stock template with no OBB branding and a typo in its own share description. | ontario-business-quf7oxym.scoreapp.com | High |
| 4 | Their quiz page promises "no follow-up sales sequence", which forbids the nurture that makes a quiz funnel work. | /exit_readiness | High |
| 5 | Three Google reviews, one from their own Client Intake Specialist. Eighteen years of work and almost no public proof. | Places API, 24 Aug 2026 | High |
| 6 | No landing page per traffic source. Paid and organic traffic both land on a homepage built for browsing. | Site structure | High |
Not headline swaps. Different hero angle, different section order, different ask. Instagram traffic routes to the Facebook page since it is the same Meta buy.
Emotional opening, low-commitment ask. Prose, then the four categories, then an asymmetric confidentiality split, then an honest qualification filter. The scorecard is the CTA, not a call.
They already typed the words, so the six-step process, the engagement range and the phone number sit above the fold. Credentials, an eight-card tombstone wall, then the two verbatim Google reviews.
An essay thesis on why divided loyalty is a conflict, the Exit Architecture method in Roman numerals, the leadership team, and a referral appeal aimed at accountants and lawyers. No FAQ, no urgency.
Two message tests across 1:1, 4:5, 9:16 and 1.91:1, plus a five-card carousel that runs the landing page outline as a swipe story. A and B share one layout on purpose, so the only variable is the message: the scorecard hook against the seller-representation hook. A second visual concept is the obvious next build once one of these wins. Recomposed per ratio rather than squeezed. Story units keep clear of the Meta UI at top and bottom. Every PNG below is the full-resolution master.
The reel layer with voiceover is delivered in the next section, with the voice takes to choose from.
Boost safety: low text density, no personal-attribute implications, no before-and-after, no offer or price claimed anywhere. The "$5M–$100M+" qualifier on carousel card 04 must also be repeated in the Ads Manager primary text.
Slow push on the story statics with a loudnormed constant-level voiceover and no music bed. Both scripts are built from OBB's own published copy: the homepage headline and the exit-readiness page for script A, the seller-representation positioning for script B.
The scorecard script over the Exit Readiness story unit.
The sellers-only script over the Message B story unit.
Feed-ratio variation of the scorecard script.
Their whole stack already runs on GoHighLevel, so these are native assets rather than copy-paste. This layer cannot go live until two things change on their side: the "no follow-up sales sequence" promise on their Exit Readiness page, and the missing privacy policy the CASL footer needs to link.
Delivers the report and explains what each of the four categories is really testing. No pitch.
Owner-dependence, which their own site names as the most common reason offers come in low.
Six to twelve months, the blind teaser, and buyers screened before the business is named.
SMS copy and the full GoHighLevel pipeline, tag and routing
spec are in obb-funnel/email/SMS-AND-GHL-WIRING.md.
| Deliverable | State | Next |
|---|---|---|
| Funnel blueprint | Built & live | Zak reviews the tone of the opening line |
| 3 landing pages | Built & live | Forms wire to GHL on engagement |
| 13 Meta statics | Rendered | Primary text to be written per unit in Ads Manager |
| 3-step email drip | Blocked | Needs their page promise amended and a live privacy policy |
| SMS + GHL pipeline spec | Spec only | Needs read access to their GoHighLevel |
| ScoreApp rebrand | Not started | Needs ScoreApp access |
| Reels with voiceover + variations | Staged for review | 3 reels + 4 VO takes below. Zak picks the voice; scripts are verbatim-adjacent to OBB's own site copy |
| Client contact | None | Nothing has been sent. No account touched |
