One live 90-minute session a month: the SOURC-E framework plus three Claude skills installed live, hosted by Harry, delivered by StudioHawk. Purpose: a qualified-lead pipeline into StudioHawk and Early Bird. Positioning: US-first. Pricing in USD, sessions in ET, credibility framed on US brands (QuickBooks, Weber, HelloFresh), not "Australia's largest agency". This page is the single source of truth for marketing. Everything below is either built, ready to run, or flagged as a decision.
Based on the operator playbook: topic-tested ads in, qualified leads split two ways, SMS to protect show-up, offer on the close with a 72-hour window.
5 angles, $300 each, IG/FB. Graphic carries the topic phrase.
Name, email, phone + ONE qualifying question per angle.
SE Ranking lookup on business email domain. Good or bad.
T-24h, T-1h, T-10min. Consent captured at opt-in.
SOURC-E + 3 Claude skills installed. Site graded live.
StudioHawk next step + tailored master plan bonus.
VSL welcome, add-to-calendar, Claude setup instructions, SMS expectations. Fires the Meta CompleteRegistration event (this is what ads optimise on).
Recording promise + free Hawk Academy course as the nurture path. Deliberately fires NO conversion event so Meta learns from good leads only.
Five angles for the same webinar, deliberately spread from cheap-volume to premium-intent (the crypto vs generational wealth principle). Run all five simultaneously as Meta Instant Forms at $300 per angle. Read CPL against the qualifying-answer distribution, not CPL alone. Ad copy below is final: copy-paste as written, no em dashes, Australian English.
Expected economics: the cheap anchor of the test. Maximum recognition and click appeal, lowest CPL, widest junk net. The site-age question does all the filtering. If quality holds even here, every angle above it is safe to scale.
Expected economics: anti-agency phrasing pulls price-sensitive DIYers so CPL stays low, but "audit" presumes a real site. The prize is answers A and B on the form: warm agency prospects hiding inside save-money creative.
Expected economics: pain #1 verbatim from enquiry data (15 mentions). "Actually" filters for doers who tried and stalled. The baseline every other cell is measured against.
Expected economics: enterprise proof story reads as a business result and skews to owners. Compared against angle 1 (same ChatGPT keyword, opposite framing), this cell isolates whether the keyword or the framing drives junk leads.
Expected economics: the generational wealth cell. A cost stat only stops people who pay that cost. Highest CPL, smallest volume, best prospects: anyone answering A or B is close to an ideal StudioHawk lead. Stats are real and cited on the landing page (WordStream; Seer Interactive).
Every lead gets scored within minutes of opting in, then routed to the matching thank-you page and list.
| Step | Logic |
|---|---|
| 1. Capture | Meta Instant Form webhook (direct or via Zapier/Make) delivers name, email, phone, qualifying answer. |
| 2. Domain signal | Freemail address (gmail, outlook, yahoo, etc.) = weak signal. Business email = extract domain. |
| 3. Traffic lookup | SE Ranking API domain overview on the business domain: estimated organic traffic + keyword count. API key already held (used in HawkOS Lite). |
| 4. Score | Draft rule: GOOD = business email AND (site resolves with any measurable organic presence) OR qualifying answer in the top tier (e.g. paying an agency, $2k+ ad spend, $1m+ revenue). BAD = freemail AND bottom-tier answer AND no site. Mid cases default to GOOD. |
| 5. Route | GOOD → /confirmed (+ tagged in CRM, SMS list). BAD → /thanks (+ free-course nurture email list). All leads keep getting the recording. |
| Asset | URL / location | Status |
|---|---|---|
| Landing page (Hawk Academy skin) | hawk-webinar-preview.pages.dev | Live preview |
| Landing page (StudioHawk skin) | /sh | Live preview |
| Good-lead confirmation (VSL slot, calendar, Claude setup) | /confirmed | Live preview |
| Bad-lead thank you (recording + free course) | /thanks | Live preview |
| Landing page VSL (~2 min, script outline in page comments) | Hero slot on both landing skins | To film |
| Confirmation page welcome video | /confirmed VSL slot | To film |
| Checkout links (Stripe Payment Link or similar) | CHECKOUT_URLS in webinar.html | To wire |
| Ad graphics (5 topic phrases) | Titles above, StudioHawk brand kit | Marketing |
| Source files | C:\Users\harry\projects\hawkacademy-static\ webinar.html, webinar-sh.html, confirmed.html, thanks.html | In repo clone |
Production home once live: hawkacademy.co/webinar (Hawk Academy skin) or a StudioHawk property if the /sh skin wins. Session date on everything is a placeholder: Wednesday 29 July, 12pm AEST. One session per month is load-bearing copy: when a session passes, next month's date must be swapped in (four sync points are flagged with TODO(DATES) comments in the source).
| Send | Message intent |
|---|---|
| On registration | Confirmation + calendar link (also on /confirmed page) |
| T-24 hours | Reminder + "bring your laptop, set up free Claude account" prep nudge |
| T-1 hour | Zoom link direct |
| T-10 minutes | "We're live in 10" + Zoom link again |
Pitched in the final minutes of the webinar (the page promises "about a minute" of pitch: keep that promise, the pitch is short and the 72-hour window does the work).
| Component | Detail |
|---|---|
| The upsell | StudioHawk. The close moves attendees toward working with the agency, scoped off what their own scorecard showed on the call. The webinar is the qualification and the demonstration; the agency is the offer. |
| Bonus | A tailored SOURC-E master plan: we take their scorecard output from the session and build their prioritised fix-first roadmap. Included when they take the StudioHawk next step within the window. This is the DFY artefact the workshop evaluation said buyers actually wanted. |
| Window | 72 hours after the live session. Real deadline: when it lapses, the master plan bonus is gone. No fake extensions. |
| Follow-up | Email at T+0 (recording + offer recap), T+48h (case proof), T+68h (window closes tonight). No fake deadlines: the window is real, honour it. |
The funnel was audited against Jeremy Haynes' cold-traffic offer doctrine (his offer-alignment video) and 10 of his SOPs in our vault. Fundamentals passed: the narrative comes from real enquiry data, the page runs problem-first, qualification trains Meta toward in-market buyers. These were the gaps, and their status.
| Gap | Source | Status |
|---|---|---|
| Cold headline used unknown proper nouns (SOURC-E, Claude) | Video + SOP-20/35 | Fixed: outcome-led titles, framework kept inside the page |
| 5 ad promises landed on 1 generic headline (bridge incongruence) | SOP-35 | Fixed: ?a= URL param swaps the hero headline per angle (see destination URLs below) |
| Next problem after the webinar not handled in the offer | Video (construction-loan lesson) | Fixed: 72h credit + master plan now seeded in the agenda section and FAQ |
| One creative per angle would confound the topic test | SOP-26/27 | Fixed: full Dynamic Creative pack below (3 hooks, 4 headlines, 3 texts, 2 scripts per angle) |
| No email system (welcome, reminders, segmented 72h close) | SOP-13, SOP-01 | To build: biggest missing component |
| No T-0 touch (first contact within 60 seconds of form fill) | SOP-01 HYDRA | To build with SMS provider |
| 72h close is monolithic (needs attended-hot / attended-no-buy / no-show tracks + buyer affirmation) | SOP-30 | To design: close target is StudioHawk |
| Confirmation page trust layer (breakout Q&A videos, testimonials) | SOP-28, SOP-03 | To film with the VSLs |
| Objection-mining loop (AI analysis of live Q&A after each session, feed offer stack) | Video | Process to adopt from session one |
Full Dynamic Creative inputs per angle, repositioned US-first: USD pricing, US English, credibility framed on the QuickBooks / John Frieda / Curél roster. Load ALL hooks, headlines and primary texts for an angle into one Dynamic Creative ad set and let Meta mix. Each angle needs two video cuts (30s and 75s, scripts below) per SOP-26. Claude is glossed on first mention; the framework is never named in ads.
Send traffic to: https://hawk-webinar-preview.pages.dev/?a=chatgpt
0-4s: Right now, a customer is asking ChatGPT who to buy from. It's not saying your name. (Harry to camera, tight crop, flat and direct) 4-12s: You spent years building a good business. But AI recommends whoever it can read and trust, and most websites give it nothing to work with. So it names your competitor instead. (slight lean in, no music swell) 12-23s: My agency does SEO for brands like QuickBooks and Weber. In one live 90 minute session, you grade your own website against the exact framework we use, and you install three free AI tools that keep working after the call. (cut to laptop over-shoulder showing a site being graded) 23-30s: One session a month. Recording included. Save your seat below. (back to camera, point down at CTA, hold eye contact)
0-5s: The next sale you lose won't go to a better business. It'll go to the one ChatGPT named first. (Harry to camera, deadpan, beat of silence after) 5-15s: Buyers ask AI who to trust, and it answers with names. If yours isn't one of them, you're losing customers you will never see in any report. I know because Samsung found my agency through a ChatGPT recommendation. (slow push in) 15-28s: And the old fallback is getting worse. Google Ads cost per lead is up 57% in three years, and AI Overviews have cut paid clicks by 68%. Paying your way around the problem gets more expensive every quarter. (on-screen text: 57% and 68% stats, plain type) 28-42s: So here's what I'm doing about it. A live 90 minute webinar where you grade your own website against the six-part framework my team uses, while we're on the call together. You'll see exactly why AI recommends some businesses and quietly skips others. (cut to screen share of the grading sheet) 42-55s: You'll also install three Claude skills. Claude is a free AI assistant, and these keep auditing your site long after the webinar ends. And before you say you're not technical: if you can copy and paste, you can do this. No jargon, no developer required. (back to camera, half smile on the objection line) 55-65s: I'm Harry Sanders. I founded StudioHawk, the SEO agency behind brands like QuickBooks, Weber and HelloFresh. 120 plus specialists, a US team in Atlanta, and 4.9 stars from 272 Google reviews. (b-roll: office wide shot, awards shelf, quick and unfussy) 65-75s: We run one session a month and the recording is included. Save your seat below, and go find out what AI says about you before your competitors do. (to camera, point at CTA, hard cut to end card)
Send traffic to: https://hawk-webinar-preview.pages.dev/?a=audit
0-4s: I run the SEO agency behind brands like QuickBooks and Weber. Here's how to never need one. (Harry to camera, plain background, deadpan) 4-12s: If you've paid a retainer and got back a PDF you didn't understand, that's not SEO. That's an invoice. (lean in slightly, dry delivery) 12-23s: In one live 90-minute session you grade your own website with the framework my team uses, then install three skills into Claude, a free AI assistant, that keep auditing after we hang up. (cut to quick screen capture of a website being graded) 23-30s: One session a month. That's it. Save your seat, link below. (back to camera, point down at CTA)
0-5s: Agencies charge thousands for SEO audits. I own one of those agencies. Let me ruin the business model. (Harry to camera, slight smirk) 5-16s: Maybe you've been burned before. Paid month after month, got jargon reports, couldn't point to a single result. That feeling of being ripped off? Justified more often than my industry admits. (steady, direct, no smile) 16-28s: Here's the logical bit. The most useful thing an agency does at the start is the audit: what's broken, what's missing, what to fix first. There is no reason you can't do that yourself with the right framework. (counting points on fingers) 28-42s: So I run a live 90-minute session on Zoom. You grade your own website, live, using the same six-part framework my 120+ specialists use on real clients. Then you install three skills into Claude, the free AI assistant, so the audit keeps working after the call. (screen capture: site being graded, skill being installed) 42-52s: We ran these exact checks for a major national office-supplies retailer. Organic traffic went up 60%. Same checks, done by you, on your site. (proof point on screen: +60% organic traffic) 52-63s: And no, you don't need to be technical. If you can fill in a form, you can do this. Claude does the heavy lifting, you make the decisions. (objection pre-empt, reassuring but dry) 63-75s: One session a month, recording included. If you'd rather own the capability than rent it, save your seat. Link below. (point to link, hold on Harry)
Send traffic to: https://hawk-webinar-preview.pages.dev/
0-4s: You asked AI to fix your SEO. It gave you a list. Nothing changed. (Harry to camera, tight frame, flat delivery) 4-11s: That's not an AI problem. It's a method problem. Prompts without a framework are just guessing faster. (slight push in, hold eye contact) 11-20s: So I run a live 90 minute session. You grade your own website while we go, then install three AI skills that keep working after the call. (cut to laptop over shoulder showing a site being graded, back to Harry) 20-26s: I'm Harry, founder of StudioHawk. We do SEO for brands like QuickBooks and Weber. This is what our team actually does all day. (medium shot, relaxed) 26-30s: One session a month. Save your seat, link below. (point down, end card with CTA)
0-5s: If AI is so good at SEO, why hasn't it done anything for your website? (Harry to camera, tight frame, dry tone) 5-15s: You've tried the prompts. Write my meta descriptions. Give me some keywords. You get a wall of text, you close the tab, and your traffic sits exactly where it was. (hand gestures mimicking typing, small shrug) 15-25s: Here's the thing. 'Use AI' is not a method. It's a vibe. And the gap between the people getting results and everyone else is a repeatable method, not better prompts. (step closer, slower pace on 'repeatable method') 25-38s: Why does this matter right now? Samsung found my agency through a ChatGPT recommendation. Not Google. ChatGPT. That's where search is heading, and most websites are invisible to it. (cut to b-roll of ChatGPT answer on screen, back to Harry) 38-52s: So once a month I run a 90 minute live working session. You grade your own website against the six-part framework we use at StudioHawk, then install three skills into Claude, a free AI assistant, that keep doing the work long after the call ends. (over shoulder laptop shot of grading in progress) 52-63s: If you're thinking 'I already tried AI and it didn't stick', that is exactly who this is for. You don't need to be technical. The free Claude plan is enough, and you get the recording either way. (back to camera, reassuring but matter of fact) 63-70s: I'm Harry Sanders, founder of StudioHawk. Forbes 30 Under 30, 120+ SEO specialists, 4.9 stars from 272 Google reviews. I'll be on the call live, not a replay pretending to be one. (medium shot, slight smile) 70-75s: One session a month. Save your seat, link below. (point down, end card with CTA)
Send traffic to: https://hawk-webinar-preview.pages.dev/?a=samsung
0-5s: Samsung found my agency through ChatGPT. Not an ad. Not a referral. An AI recommended us. (Harry to camera, flat delivery, slight pause after 'ChatGPT') 5-13s: That's the position every business owner actually wants. Not chasing clients. Being the name that comes up when someone asks. (lean in slightly) 13-24s: I run a 90-minute live session where you grade your own website against the same framework we use at StudioHawk, and install three skills in Claude, a free AI assistant, that keep working after the call. (steady, matter of fact) 24-30s: One session a month. That's it. Link below, save your seat. (direct look to camera, point down)
0-5s: One of the biggest companies in the world found my agency without seeing a single ad. They just asked ChatGPT. (Harry to camera, cold open, no music yet) 5-16s: It was Samsung. They wanted an SEO agency, they asked ChatGPT, and it recommended StudioHawk. (small dry smile, 'Samsung' on screen as text) 16-27s: Think about what that means. No ad spend. No pitch. They came to us already convinced, because a machine they trust vouched for us. That's the position you want to be in. (slower, let it land) 27-40s: And it's not a fluke, it's where buying is heading. AI Overviews have already cut paid clicks by 68%. More people ask AI first now. The businesses that get recommended win, everyone else pays more for less. (stat '68% fewer paid clicks' on screen) 40-53s: So I built a 90-minute live session on exactly how we did it. You'll grade your own website against a six-part framework, live on the call, and see exactly where you stand. (energy up a notch) 53-64s: You don't need to be technical. We install three skills together in Claude, a free AI assistant, step by step, and they keep working for you after the call. Recording included if you can't stay. (reassuring, hands open) 64-75s: It's $7, it runs once a month, and the price goes up if it fills. If you'd rather be the recommendation than the ad, save your seat. Link below. (direct CTA, point down, hold eye contact)
Send traffic to: https://hawk-webinar-preview.pages.dev/?a=adcost
0-4s: Your cost per lead is up 57% in three years. That's not you. That's Google. (Harry to camera, plain background, deadpan) 4-12s: And AI Overviews now answer searches before anyone clicks an ad. Paid clicks are down 68%. So you're paying more to reach fewer people. (lean in slightly, hold eye contact) 12-22s: Once a month I run a live 90-minute session. You grade your own website against a six-part framework, and you install three free AI skills that keep bringing traffic after the call ends. (measured pace, matter of fact) 22-30s: If you're spending two grand a month on ads, this is the cheapest 90 minutes you'll book this year. Save your seat. Link below. (small dry smile, point down at CTA)
0-5s: If you're spending $2,000 a month on Google Ads, here are two numbers nobody at Google will show you. (Harry to camera, holds up two fingers) 5-15s: Cost per lead is up 57% in three years. Same budget, same ads, fewer leads. You've felt it every month, and you've probably blamed your campaigns. It's not your campaigns. (slow, deliberate) 15-28s: Here's the second number. AI Overviews now answer searches right on the results page, and they've cut paid clicks by 68%. You are renting space on a street that costs more and gets quieter every year. (shrug, dry) 28-40s: I'm Harry Sanders. I'm Australian, so I'll be blunt. I founded StudioHawk, the SEO agency behind brands like QuickBooks and Weber, 120 plus specialists with a US team in Atlanta. Samsung found us through a ChatGPT recommendation, not an ad. That's where buyers look now. (straight credibility read, no flex) 40-55s: Once a month I run a live 90-minute session on Zoom. You grade your own website against a six-part framework, live, and you install three Claude skills. Claude is a free AI assistant, and those skills keep working for you long after the call. (screen-share b-roll of a site being graded) 55-65s: And no, you don't need to be technical, and you don't need to switch your ads off. You just need a channel you own sitting next to the one you rent. (pre-empt delivered casually, half smile) 65-75s: It's $7, one session a month, recording included, and the price goes up if it fills. Save your seat. Link below. (direct to camera, point at CTA, cut)
Ticks save in your browser so this doubles as the working checklist between Harry and marketing.