The Assessment Funnel: How To Generate Hundreds Of Qualified Leads Each Month Without Feeling Salesy

People are generating thousands of highly qualified leads every month using a funnel that assesses your leads. And it does not even feel like marketing.

If you are a business owner with a proven offer or product, but you are struggling to get consistent leads, hate the idea of coming across salesy, or your close rate is poor, this is the smartest system you will ever set up.

It positions you as the expert before the call even happens. Instead of chasing people, you are assessing them like a doctor diagnosing what is wrong before prescribing a fix.

I have personally generated over 2,000 leads using this exact funnel and it completely changed the way I think about lead generation.

With this system you will double your conversions, filter out bad leads automatically, and people will show up trusting you before you have even spoken.

In this guide I will break down exactly how to build one for your business, so you can start qualifying and educating leads while you sleep.

Why assessments work

Assessments are the single most powerful, yet underused, lead magnet in 2025.

Think about your doctor. If your doctor prescribes a course of action, you take it. You do not think about it for six months. You act, because you trust them with your life.

What do doctors always do before prescribing anything? They assess and diagnose.

Now you can do the same online, at scale. Assessments let you survey your audience, diagnose their problem and generate tailored advice. They get clarity on what to do next. You get high intent leads and precise data on what your audience is struggling with.

Old way: convert at 3 percent, the few leads you do get are low quality, they just want free advice and never convert.

New way: generate double the leads, pre-qualify them before the call and have them turn up trusting you like you trust your doctor.

Why best tool for building your assessment

The best platform for your assessment is ScoreApp. It lets you build your assessment, host it, score respondents, show tailored results, collect leads and integrate with your CRM and email platform.

You can set up a free assessment on Scoreapp here.

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How To Build Your Assessment on Scoreapp

Here’s a full step by step plan to help you build your own assessment using Scoreapp.

Steps 1-5 will help you plan your assessment.

Steps 6-9 will help you set it up in Scoreapp.

Steps 10 and 11 will help you promote your assessment.

Step 1: Choose your assessment topic

Identify the thing you help people with.

Examples: marketing, sales, fitness, mindset, property investing, tax planning, nutrition, hiring.

For the sake of an example we will use ‘fitness’ as a niche in this guide.

Step 2: Draft your questions

Brainstorm 20 to 30 questions you would ask a prospect to judge how well they are doing with the particular area you help with.

Keep them quick to answer. Yes or No works brilliantly. You can also use simple scales like Never, Sometimes, Often, Always.

Example questions for fitness:

• Do you work out more than 3 times per week?
• Do you have a fitness plan you follow?
• Do you struggle to stick to a diet?
• Do you frequently indulge in sweets and chocolate?
• Do you smoke regularly?
• Do you consume more than 4 units of alcohol per week?

Tip: Use plain language. Avoid jargon. Aim for completion in 3 to 5 minutes.

Step 3: Group questions into 3 to 5 categories

Categories make your results page meaningful. If you already have a method or model, mirror it.

• At Kurogo we use Positioning, Profile and Profit Potential to fit our Positioning, Amplification, Conversion system.
• For fitness, choose Exercise, Diet, Lifestyle.

This helps you display category scores and tailored advice later.

Step 4: Add natural qualifying questions

You want informative data that also qualifies whether a lead is a good fit to work with you. Place these in the middle of the assessment so they feel natural.

Examples:

• What industry are you in?
• Is your annual revenue over $500,000?
• Do you currently work with a fitness coach?
• Are you actively seeking ways to become healthier in your life?

These answers help you qualify prospects before you speak.

Step 5: Create a simple scoring system

Now it’s time to add your scoring system.

Keep scoring simple and fair.

I recommend using a simple Yes or No system. Award 1 for the positive behaviour, 0 for the negative one.

Fitness examples:

• “Do you work out more than 3 times a week?” (Positive behaviour): Yes = 1, No = 0
• “Do you frequently indulge in sweets and chocolate?” (Negative behaviour): Yes = 0, No = 1

By the end you will have a topic, 3 to 5 categories, 20 to 30 questions, and a scoring system.

Step 6: Build it inside ScoreApp

Use ScoreApp to set it up.

1. Add categories
2. Create your categories first. This drives your category scores and tailored content.
3. Add questions
4. Assign each question to a category. Choose the input type: Yes or No, multiple choice, or scale. Add your scoring values.
5. Add qualifying fields
6. Include fields that help you prioritise leads. For example business size, budget range, timeframe, or current tools.
7. Lead capture
8. Ask for name and email before showing the results. You can also collect phone number and company if relevant. Keep it light for consumer audiences.
9. Integrations
10. Connect your email tool and CRM. Common picks are HubSpot, ActiveCampaign, Mailchimp, Klaviyo and Zapier. Tag contacts by score band and category weaknesses.

Step 7: Design a results page that converts

Your results page does the heavy lifting. There are three key elements.

1) Tailored content

Show a clear overall score such as Low, Medium, High. Underneath, display category scores with a short paragraph for each.

• Low score: reassuring tone, list 3 quick wins
• Medium score: praise progress, share 3 optimisations
• High score: advanced tips, show next level actions

2) Extra resources

Offer one or two relevant resources. Keep them tightly aligned to the category they scored lowest in. Example: a 7 day meal planning template for low Diet scores.

3) Call booking option

Invite qualified leads to book a call. Use short, benefit driven copy.

Sample snippet:

Based on your results you are a strong fit for our 12 Week Reset. If you want a plan you can trust and accountability to follow through, book a free 15 minute clarity call. We will review your scores and map out your next steps.

Use an embedded calendar to reduce friction.

Step 8: Build the landing page

You do not need anything fancy. Follow this structure.

Header

• Catchy, objection solving headline
• Short description
• Preview image or 20 to 40 second video
• Primary CTA button

Optional: explainer video

A simple walk through of how it works and what they get.

How it works section

• Step 1: Answer quick questions
• Step 2: Get your score and a custom plan
• Step 3: Fix the gaps and see results

Second CTA and objection handling

Short headline, two lines that remove a key worry, CTA button.

Social proof

Logos, short testimonials, or a counter of total assessments completed.

Tease a bonus

Mention a bonus at the end of the assessment. For example access to a private training or priority booking link.

Step 9: Quality check before launch

Do a full run through yourself two or three times.

• Check scores calculate correctly
• Check category mapping
• Check grammar and clarity
• Check mobile layout
• Check integrations and tags
• Set notification emails for new leads

Inside ScoreApp, review the settings for privacy, double opt in if needed, UTM tracking and calendar connection.

Step 10: Promote your assessment

You can drive traffic from multiple sources. Start with the ones you already use.

• Your email list
• Social posts and pinned links
• YouTube description and cards
• Podcast show notes
• Bio links on Instagram, TikTok and LinkedIn
• Website header bar and footer
• Paid retargeting to warm audiences

Talk about the benefits, not the features. Invite people to “Find out your score in 3 minutes and get a personalised plan”.

Step 11: Follow up like a pro

Set simple automations in your email tool.

• If High score: send calendar invite and a short case study
• If Medium score: send a nurture sequence with two tips and a soft call invite
• If Low score: send resources and an invitation to a workshop or lower ticket product

Always reference their category gaps. This is where the magic happens. You will see replies like “This is exactly what I needed”.

Copy you can steal

Headline options

• Find out your [Topic] Score in 3 Minutes and Get a Personal Plan
• The [Topic] Assessment: Discover Your Gaps and Exactly What To Do Next

Subheadline

• Join [X,000]+ people who have used this quick assessment to get clarity and results

CTA button

• Start my free assessment

Call booking CTA

• Book your free 15 minute clarity call

Frequently asked questions

What if no one does it?

If your headline is clear and the promise is specific, people will do it. Keep it under 5 minutes, remove any confusing questions, and seed it across your channels for a week. Add a small bonus at the end. Momentum builds quickly once the first few share their results.

What if I have multiple offers and ICPs?

Create one core assessment per audience. Use qualifying questions to segment and route people to the right offer. If your audiences are very different, run separate assessments with shared components to keep production simple.

Sounds complicated to set up?

It is simpler than you think. ScoreApp is built for non technical founders. You can draft your questions in a doc, paste them in, assign scores, and publish. Start simple. You can always improve later.

Will this work in my industry?

If your buyers have a problem that can be assessed, this works. We have seen it in B2B services, coaching, fitness, marketing, finance, property and education.

How is this different from other lead magnets?

Ebooks and checklists are one size fits all. Assessments are personalised. That is why conversion rates are higher and call quality is better.

Extra benefits people forget to mention

• You get real data on what your audience struggles with, so your marketing messages become laser targeted
• You discover hidden demand pockets by category or segment
• You build authority because your advice is diagnosis led, not random tips

These benefits are worth far more than the leads alone.

What to measure

• Landing page visit to start rate
• Start to completion rate
• Completion to lead capture rate
• Lead to call booking rate
• Call to sale rate
• Average lead score of bookings

Improve one step at a time. Small tweaks compound.

Your next step

If you want to qualify and educate leads while you sleep and have them turn up trusting you like you trust your doctor, set up your assessment now.

Start here: Build your ScoreApp assessment

Keep it simple. 10-30 questions, 3-5 categories, a clear results page with tailored advice and a booking link. Launch, promote for a week, then optimise. This little known online assessment strategy does not even feel like marketing, yet it can add hundreds of qualified leads every month.

You have everything you need. Go get your first 100 completions. Then watch the calls roll in.

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