# A funnel wearing a costume

If the assessment only works as a lead-in to a sales call, it's not a tool. It's a funnel wearing a costume.

We built a few free assessments on our website — digital maturity, website health, that sort of thing.

The ones that actually generate conversations aren't the ones with the cleverest copy. They're the ones where someone finishes and says "I didn't realise we were that far behind."

That moment of clarity is worth more than a gated PDF.

We're trying to build more of these. Diagnostics that help business owners figure out who to hire, what questions to ask, whether their current setup is working.

The design rule we keep coming back to: the assessment has to be useful even if the person never contacts us. If it only works as a lead-in to a sales call, it's not a tool — it's a funnel wearing a costume.

Still working out how to do this consistently. But the ones that work have changed how our first conversations go. People show up having already thought about their situation. That's a different meeting.