In this episode, I explain how a simple tweak to your accounting firm’s website can 10x your lead volume without spending more on ads, posting more content, or asking for more referrals. I break down the exact structure of a high-converting application funnel—including video sales letters (VSLs), smart filtering questions, and urgency tactics—and share real-world benchmarks from top-performing firms. If you want to turn your website into a lead-generating machine, this episode gives you the full playbook.
Timestamps:
00:00:00 – Intro: The hidden lever most firms overlook
00:00:38 – Case study: 4,800 website visitors → only 4 booked calls
00:01:25 – How small increases in opt-in rate can 10x results
00:02:04 – Real example: 8% opt-in rate generating 38+ booked calls
00:02:41 – Funnel breakdown: What a high-converting landing page looks like
00:03:14 – VSL headline strategy: Who it’s for + what they’ll get
00:03:39 – What goes in a compelling video sales letter
00:04:15 – Where to get Peter’s VSL template and filming checklist
00:04:50 – Building urgency: “30 spots available” and other tactics
00:05:34 – Why real testimonials (not just text) are critical
00:06:26 – Application form logic: Pre-qualifying clients by income & rental count
00:06:52 – Booking flow: Simple calendar tool that converts
00:07:14 – Final stats: Ryan’s funnel gets 8% opt-ins and 95% booking completion
00:07:20 – Outro: Where to go next if you want more funnel tactics
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