Calculators
Small working tools that run your own numbers
Working tools rather than documents. Cost per qualified lead against cost per form fill, what a percentage point of completion is worth at your spend, how many answers a cohort needs before a benchmark is honest. Small, open, and built to be checked: each one shows its formula, because a calculator that hides its assumptions is asking for trust it has not earned.
The standard
What has to be true before one of these goes up
Nothing is published under this heading yet. The rules it will be held to are written down first, which is the only order that means anything.
- It has to be worth the download on its own, with no call attached and no follow-up sequence waiting behind it.
- It stays open. No form, no gate, no sequence for reading a page.
- Every borrowed figure arrives with the name of whoever published it, the year and the sample size.
- Anything we could not verify is labelled a judgement rather than printed as a finding.
Elsewhere
The other five
Six types, each with a different job. Nothing is filed in two of them, and nothing goes up that would not survive being forwarded to a finance director.
Your turn
Templates are useful. Knowing which one your funnel needs is worth more
Our scorecard grades the four things that decide whether the traffic you already pay for turns into qualified leads, and tells you which one is costing you most.
Not running yet. You keep the report whatever the score says.