Funnel Validator - DotCom Secrets Scorecard
Overview
Ruthlessly assess existing funnels against Russell Brunson's DotCom Secrets framework. Score objectively, expose conversion killers, prescribe actionable fixes.
Brunson's Core Principle: "You're one funnel away from changing your life."
When This Activates
-
"validate my funnel" / "rate my funnel"
-
"is my funnel good"
-
"why isn't my funnel converting"
-
Checking funnel before driving traffic
-
Low conversion rates on landing pages
-
Optimizing existing funnel
Key Difference from funnel-architect
-
funnel-architect: Designing funnels from scratch
-
funnel-validator: Assessing existing funnels, scoring, fixing
The Framework: DotCom Secrets Scorecard
HOOK (Grab Attention) → STORY (Build Connection) → OFFER (Close the Deal)
Scoring Dimensions (6 total):
Dimension Weight What It Measures
Hook Strength 2x Does it stop the scroll and grab attention?
Story Connection 1.5x Does it create emotional connection and belief?
Offer Clarity 2x Is the offer clear, compelling, and irresistible?
Value Ladder Fit 1x Does this funnel fit the ascension path?
Traffic Match 1.5x Is the funnel matched to traffic temperature?
Conversion Path 1x Is the next step obvious and frictionless?
Max Score: 100 points
Rating Scale
Score Rating Verdict
85-100 Conversion Machine Ready to scale. Minor optimizations only.
70-84 Strong Funnel Good foundation. Fix weak points, then scale.
55-69 Leaky Funnel Significant gaps. Fix before scaling traffic.
40-54 Broken Funnel Major issues. Rebuild key components.
0-39 Non-Functional Start over. Fundamental problems throughout.
Traffic Temperature Reference
Temperature They Know Appropriate Funnel
Cold Nothing about you Lead funnel, value-first content
Warm Problem + your solution Tripwire, webinar, challenge
Hot Ready to buy Sales page, order form, call booking
Value Ladder Reference
- Free: Lead magnet, free content
- Low-Ticket: $7-97 tripwire, self-liquidating offer
- Mid-Ticket: $97-997 course, program
- High-Ticket: $1K-10K coaching, done-for-you
- Continuity: Recurring membership, retainer
Integration
Skill When to Use
funnel-architect
After validation, rebuild weak areas
copy-validator
Validate the copy on each page
offer-validator
Validate the core offer separately
traffic-architect
Design traffic strategy for validated funnel
For complete scoring criteria for all 6 dimensions, red flags checklist, epiphany bridge framework, CTA best practices, output format template, example validations (leaky funnel, strong funnel), and common validation mistakes, see: references/full-guide.md