For coaches who already sell something
A planned journey from a free quiz to your highest offer, in one GoHighLevel account.
We build the quiz that turns visitors into leads, the emails that carry them up to your next offer, and the branded checkouts and courses at every step. Then it’s yours, and you edit it yourself.
The free tool sorts your ideal clients into 2–4 types in 15 minutes: a head start on whatever we build together.
Jan-Willem van der Heiden · Relationship coach, Ubud
- Revenue
- +278%Revenue
- Passive income
- +433%Passive income
- Prospects
- +1,179%Prospects
September 2026 vs July 2026. Figures reported by Jan-Willem.
The value ladder
What a value ladder looks like
Most coaches have one offer and a booking link. A ladder works differently. Each step is worth more than the last, an email sequence carries people up to the next one, and anyone who buys stops being sold what they already have.
An example ladder
Free
Quiz
A personal result in 2 minutes
↓ An email sequence →
$9–$29
Guide or ebook
A first, easy yes
↓ An email sequence →
$50–$150
Challenge
A short, guided start
↓ An email sequence →
$300–$1,000
Signature program
Your core course
↓ An email sequence →
$2,000+
1:1 coaching
From a discovery call
The top of the ladder
Bar heights show the order of value, not exact prices.
Your ladder will have different steps and different prices. The build is the same: a quiz at the bottom, an email sequence between every step, a branded checkout for every product, all in one GoHighLevel account you own. See Jan-Willem’s full build.
Why a journey beats a booking button
Your next client isn’t ready today
Marketing scientists at the Ehrenberg-Bass Institute estimate that at any moment, only around 5% of a market is actually ready to buy. People drift in and out of urgently wanting a coach, and you can’t time your posts to everyone’s readiness. Here’s the same 1,000 visitors from your socials, down two different paths:
The “book a call” website
One page, one button, one chance: it only works on the day someone is ready.
1,000
visitors from your socials
66
click “book a call”
A median landing page converts 6.6% of visitors (Unbounce), and a sales call is a far heavier ask than the median.
3
book a call, the ones ready today
A booking button only works on the day someone happens to be ready: around 5% of your audience at any moment. The other 934 leave, and you can’t reach them again.
1
becomes a client
When the rest are ready next month, they book whoever is in front of them that day.
$3,000
one coaching package
- 1 client × $3,000
- $3,000
The customer journey website
A quiz, emails and offers that walk people from curious to client, whenever they're ready.
1,000
the same visitors
~340
start your quiz
About 1 in 3 people who see a quiz start it (Riddle, 2022 benchmarks, 3.3B data points). Curiosity is a much lighter yes than a sales call.
~136
leave their email, sorted by what they need
About 40% of quiz starters leave their email (Interact Quiz Conversion Report), each with real answers about what they’re struggling with.
22 + 3
buy along the ladder, and 3 become clients
Your emails speak to them for months, in their language. Segmented campaigns drove 58% of email revenue in the DMA’s 2015 study. 22 buyers is about 1 in 6 of the 136; 3 clients come from 9 calls.
$11,242
from every step of the ladder
- 14 guides × $19
- $266
- 5 challenges × $97
- $485
- 3 programs × $497
- $1,491
- 3 clients × $3,000
- $9,000
Same 1,000 visitors, about 3.7× the revenue. The $8,242 difference more than pays for the build, and the ladder keeps selling to the next 1,000.
Illustrative example: your prices, traffic and close rates will differ. Ladder prices ($19, $97, $497, $3,000), purchase, booking and close rates are our conservative assumptions, not benchmarks. Cited figures: Unbounce Conversion Benchmark Report 2024 · Riddle Quiz Marketing Benchmarks 2022 · Interact Quiz Conversion Report · DMA National Client Email Report 2015 · Klaviyo Segmentation Benchmarks 2017 · Ehrenberg-Bass Institute / LinkedIn B2B Institute (the 95:5 rule).
Client work
Journeys we’ve built
Jan-Willem’s is the whole ladder: quiz, emails, checkouts and courses in one GoHighLevel account. The other three are brand and website builds, each started by mapping who the business is really for.
Jan-Willem van der Heiden
Relationship coach, Ubud
Revenue +278%, passive income +433%, prospects +1,179%. September 2026 vs July 2026. Figures reported by Jan-Willem.
View case study
One Yoga
Yoga teacher-training school & resort, Thailand
Went from zero to the #2 ranked yoga school in Thailand on BookRetreats. Now certifies 300+ students a year.
View case study
René Bos
1:1 coach
Landed a $20,000 client deal a few weeks after launch.
View case study
Fenixx Ryzen
Retreat facilitator
Clear offers, clear pricing, and the confidence to launch her retreats.
View case studyIn their words
What it’s like to work with us
Jan-Willem’s is the full ladder build. The other three are brand and website builds.
“I have worked with a lot of developers. Daniel is the one I would hire again tomorrow.”
“Within 2 months of launching the website – we had a full first training. Now, we certify over 300 students a year.”
“A few weeks after launching my site, I landed my first $20,000 deal with a client.”
“Oh my God, I am 110% satisfied with this entire process!”
The newest thing we build
A quiz that knows which client it’s talking to
We map your ideal clients into 2–4 types. We call them archetypes: what each one wants, what’s in the way, and what makes them buy. The quiz sorts a stranger into one of them in a couple of minutes, then speaks back in the language that type responds to. Different proof, different story, different next step.
The email address stops being a toll and becomes a key: by the time someone has answered seven questions about themselves, the result is something they’ve earned. And every completion hands you real data about what that person actually struggles with, logged straight into your CRM.
- Built from your real clients and pressure-tested live with you, not generated from a prompt
- A results page and nurture sequence written for each type of client, not one generic follow-up
- Landing pages and the booking handoff, wired straight into your calendar
- Live on GoHighLevel, in an account you own
Illustrative sample: one coach’s ideal clients, mapped as archetypes
The Provider Running on Fumes
- Longs for
- Permission to want something for himself.
- Stuck in
- Everyone's rock, nobody's priority.
- Needs to hear
- “Strength includes asking.”
The Post-Divorce Rebuilder
- Longs for
- A version of himself he hasn't met yet.
- Stuck in
- Half out of the old life, not yet in a new one.
- Needs to hear
- “This is a beginning, not an aftermath.”
The Quiet Volcano
- Longs for
- Somewhere honest to put the anger.
- Stuck in
- Calm on the outside, at war on the inside.
- Needs to hear
- “Your anger is information.”
Pricing
Two builds, and a plan to keep them growing
Launch puts the first step of your ladder live: the quiz and the emails after it. Full builds the whole ladder, with every product behind its own buy button. Both are built by us, in your own GoHighLevel account, and tested end to end before anyone sees them. At no point are you left with homework.
Launch
$3,300 · ~2 weeks
- Your Site: pages designed for your brand, connected to GoHighLevel
- One Scored Quiz: questions, scoring and a result page for each outcome
- Wired Into GoHighLevel: every result saved to the contact, with tags and fields
- One Nurture Sequence: emails that start on their own when someone finishes the quiz
- Nothing Behind a Buy Button: no checkouts or courses. That is Full.
Most popular
Full
from $6,000 · ~4 weeks
- Everything in Launch
- Branded Checkouts: one per product, in your colors and type
- Courses in a Branded Members Area: lessons, offers and access set up for each product
- The Full Email Journey: a sequence for every step, and each one stops when someone buys
- Thank-You Pages: for every product
- Tested With Real Purchases: every product bought end to end before launch
How we quote
- We count your emails, lessons and videos from your actual files before we quote.
- A change budget is written into the quote.
- Rebuilding an existing account? It starts with an audit of what is already there.
- At handover you get a list of the extras we did on the house.
Not sure which? If you don’t sell anything online yet, start with Launch. If you already sell a course or a program, Full puts it on the ladder. You own everything either way: the site, the account, the list. Apply and you get our recommendation with a rough quote on the spot.
After launch
Two plans to keep it running and growing
You edit your own site with AI, so you never pay us to change a headline. Paid ongoing work goes on what grows the business: the quiz, the emails and the offers.
Care
$150/month
Placeholder price, to be confirmed
- Monthly Health Check: a real quiz submission and a test on every checkout, test mode confirmed off, every sequence confirmed sending
- Fixes Included: anything we built, whenever it breaks, at no extra cost
- Up to 60 Minutes a Month of Changes: in GoHighLevel: swap a PDF, change a price, edit an email, add a coupon
- Quick Replies: within two business days, same day for anything stopping sales
Recommended
Growth
$550/month
Placeholder price, to be confirmed
- Everything in Care
- A Monthly Numbers Report: one page, in plain English, with one recommended change
- One Improvement a Month: chosen from the numbers
- One New Piece a Month: an email, a seasonal offer, a re-engagement sequence
- Up to 3 Hours a Month of Changes
- A 30-Minute Monthly Call
Month to month, 30 days' notice. Unused hours don't roll over. You keep ownership of everything, and nothing is switched off if you stop.
It doesn’t have to be a quiz.
The same approach works for an assessment, a calculator, a planner, anything that gives a visitor a reason to answer. And if your brand needs building properly first, we do that too. Tell us what you have in mind and we quote it after a call.
From the founder
I didn’t learn archetypes from a marketing book
I fell in love with archetypes through my own men’s work. Reading King, Warrior, Magician, Lover gave me a way to relate to myself I didn’t know was possible: when one part of me felt small or hurt, another part could hold it. I spent a year running men’s workshops built on those four energies, with movement, witnessing, music and ritual for each one.
Then I found my comedy. I started playing the shadows of the coaching world in Instagram reels, and that grew into Conscious: The Musical, a two-hour comedy theatre production with fifteen original songs, all of it built on archetypes and their shadows. From the stage came Shadow Improv, my own method for acting out the parts of ourselves we’ve been avoiding, which I refined down to the 90-minute version that ran weekly at the Yoga Barn in Bali for a year.
The whole time, I was also the marketing guy: trained with the Chartered Institute of Marketing in London, three years inside corporate marketing automation, then ten years designing brands and websites for coaches. And one day it clicked. Customer personas, the core of all marketing, are archetypes. The same mapping I’d done in circles and on stage works on an audience. That’s what powers a quiz. That’s what powers a journey.
Passion literally means suffering, and coaches coach in the places they’ve suffered. Your clients’ archetypes usually start in the shadow. The work is mapping the journey that walks each of them into the light. That’s what I build now.
Daniel, founder of Awaken Digital
Ready to build your journey?
Map your ideal clients free in about fifteen minutes, or book a call and we’ll map which mix you need: brand, quiz, product, content. You leave with the map either way.
We’re the right fit if you’re ready for more clients, whether you sell a course, a retreat, or simply your 1:1 coaching, but there’s nothing between your audience and “book a call with me”: no journey, no nurture, a brand that hasn’t caught up with your skill. We’re the wrong fit for e-commerce megabuilds and fifty-page sites. We like simple things that work.