Five stages that turn 17,700 YouTube subscribers and every organic visitor into an email list, a $19 trial, and a $99/mo subscription. Four pages do the work. Math below.
Cold visitor lands on the lead-magnet page, trades email for the free playbook, gets nurtured for five days by Michael in their inbox, buys a $19 single submission as a try-before-you-subscribe, then subscribes at $99/mo if the work is worth it. The funnel is calibrated to industry-normal conversion benchmarks.
Captures the email. Replaces both current free-course pages. H2 stacking + Person + Course + FAQPage schema.
Delivers the playbook, previews Michael's welcome email, soft-launches the $19 trial as optional, not pushy.
Visual mock of the autoresponder cadence. Each email's job, length, CTA, and previewed opening line. Day 5 opens the $19 trial offer.
Three tiers ($19 · $99/mo · $249 Sprint), risk reversal, head-to-head vs. self-study + private tutors, FAQ with Product + Offer schema.
Every color, font, spacing token, component, shadow, asset, voice rule, and schema declaration used across the funnel. One source of truth.
The audience for Better TOEFL Scores is foreign-trained physicians, pharmacists, engineers, and graduate-school applicants who can smell hype at fifty paces. The funnel was designed in the editorial-academic register on purpose. Warm paper background, deep ink, oxblood accents, GFS Didot for display and EB Garamond for body. Library-card opt-in forms, archival button styling, paper-grain texture. Every word of copy is real Michael content. No lorem ipsum, no stock testimonials, no invented numbers.