Funnel audit · 14 Oct 2026

SAG Hospitality Brokers: why 98 of every 100 visitors leave

A full walk of the live funnel: opt-in page, training and booking page, and thank-you page, on desktop and on a phone.

sellmyhospitalitybusiness.com · /start → /book → /thankyou
Traffic: cold Pennsylvania video ads, owners aged 25 to 65

The diagnosis

The back half of this funnel is strong. The front door is not: on a phone the opt-in page still shows "Trusted by 100+ UK home improvement business owners" under two of its buttons, and it sells a "free video training" when the ads promised an answer to "what is my business worth?"

3 KILL3 WATCH1 PASS
271landing page views
6opt-ins · 2.2%
1call booked · 1 in 6
$659ad spend, 2 to 12 Oct

The ads are doing their job (2.26% link click rate). The leak is the step after the click.

The 7 lenses

KILL

Credibility

On mobile, two badges under the opt-in buttons read Trusted by 100+ UK home improvement business owners. These images come from a different business's page template. The page's hidden code still names "Wealth Academy Publishing LTD" as an organisation and holds a hidden Funnels.com footer. The stats bar claims $200M+ revenue generated, while the bio says SAG sells businesses ranging from $100K to over $4 million. A Pennsylvania pizza shop owner who sees "UK home improvement" will not leave a phone number.

KILL

Funnel stage

The best ads promise a number and a result ("Sold In 45 Days" was the best headline). The page then offers Free Video Training. A business owner who is thinking about selling wants a valuation, not a course. That mismatch is the most likely reason only 2.2% opt in. The strongest proof (the $800,000 beer distributorship and the pizza shop sold in 45 days) only appears on /book, after the opt-in.

KILL

Headline

Free Video Training for Pennsylvania Hospitality Business Owners Who Are Thinking About Selling Their Business names the format and the audience but promises no outcome. It fails the "so what?" test. The real promise, "find out what your business is actually worth", sits in the third bullet down.

WATCH

Urgency

/start gives no reason to act today. /book has a real reason: We only take on a certain number of new listings at a time. That line should be on the first page too.

WATCH

Market awareness

Cold owners are mostly Level 2 to 3: they know they want to sell and suspect a broker could help. The page jumps to the 5-step process before it settles the fear that matters most at this level: selling for less than the business is worth. The /book page names the method "The SAG Effect™"; /start never does.

WATCH

Offer clarity

/start never says what happens after the video (a free discovery call with Benny). The fee is clear on /book (Our commission is 10% on the final sale price plus a listing fee), which is good for qualifying. The case study numbers do not match: /start says 50+ signed NDAs, /book and /thankyou say 250+ signed NDAs.

PASS

Clarity

In 5 seconds a visitor knows who the page is for (Pennsylvania restaurants, pizza shops, delis, beer distributors) and what the button does. The "who this is not for" section filters out unprofitable businesses well.

Ranked fix list

1

Strip every leftover from the other business

Highest impact
Broken
Two "UK home improvement" badges show on mobile, which is where most Meta traffic lands. The hidden Funnels.com footer, the "Wealth Academy Publishing LTD" entry in the page's schema code and a hidden "client of Shaqir Hussyin" line are still on the page.
Fix
In GHL, switch to mobile view and swap both badges for the "Attention Pennsylvania hospitality business owners" badge used at the top. Delete the hidden footer section. Remove the Wealth Academy organisation from the page's header code (schema).
Impact
Removes the single biggest trust killer for phone visitors. Fastest lift available.
2

Sell the number, not the training

Highest impact
Broken
The ads promise a valuation and fast results. The page offers a course.
Fix
Lead with the valuation and call the video the first step. Button copy: Show Me What My Business Is Worth →
Free 12-minute video, then a free valuation call
Impact
Message match between ad and page. Likely the biggest single lift to the 2.2% opt-in rate.
3

Move the real proof above the fold

High impact
Broken
The two named results that sell Benny are hidden behind the opt-in.
Fix
Add a proof strip under the first button: Pizza shop, $120,000 profit: under agreement in 3 weeks, sold in 45 days.
Beer distributorship, listed at $800,000: multiple offers within 48 hours. Add a photo of Benny and his one-line credential beside it.
Impact
Gives cold visitors a reason to believe before they are asked for a phone number.
4

Make every claim match and hold up

High impact
Broken
"$200M+ revenue generated" is unverified and clashes with the $100K to $4M range. NDA count is 50+ on one page and 250+ on two others. The counters start at "0+" and climb, so search engines and fast scrollers see zeros.
Fix
Ask Benny for the true figures and use one version everywhere (Benny says 50 on camera in the ads). Replace the third stat with something checkable, such as "$100K to $4M+ businesses sold". Turn off the counter animation so final numbers show on load.
Impact
Protects trust and keeps the page safe for paid traffic review.
5

Upgrade the testimonials

High impact
Broken
Three quotes with initials only (Mike D., Angela R., Tom K.), no photos, no business names, under the heading From Losing Deals to Closing at 60-75%, which nothing on the page explains. The same three repeat on /thankyou.
Fix
Confirm these are real clients. If they are, add full names, town and business type, a photo, or a 20-second phone video. If not, remove them. Change the heading to "What Pennsylvania sellers say about working with SAG".
Impact
Specific proof beats generic proof, and unverifiable quotes are a compliance risk.
6

Open the calendar wider

Medium impact
Broken
On 14 Oct only three days could be booked (15, 16 and 17 Oct). Everything after that is greyed out. An owner who watches on Thursday and wants a call next week cannot book.
Fix
In the GHL calendar settings, set the booking window to at least 14 days.
Impact
Recovers bookings lost to the short window. One call is worth a 10% commission.
7

Explain why the phone number is needed

Medium impact
Broken
The pop-up asks for name, email and phone to watch a free video, with no reason given for the phone.
Fix
Under the phone field, add: We'll text you the video link so you can watch it later. No spam, no buyer calls.
Impact
Small lift on form completion while keeping phone numbers for follow-up.
8

Bring real urgency to /start

Medium impact
Broken
No reason to act now on the first page.
Fix
Add above the final button: SAG takes on a limited number of new listings each month so every seller gets full attention.
Impact
Uses urgency that is already true and already on /book.
9

Replace the Gmail address in the header

Medium impact
Broken
The first thing in the top right corner is "UDCONSULTING.SALES@GMAIL.COM". It does not match the SAG name, looks less established, and is an exit link above the fold.
Fix
Remove it from the header. Use a branded email address in the footer only.
Impact
Fewer exits, more trust.
10

Tidy /book and /thankyou

Medium impact
Broken
/book says the video is around 15 minutes; it is 12 minutes. /thankyou has an empty grey bar under the headline where a video should be. The no-show paragraph (we won't automatically reschedule) reads cold for owners selling a business they built.
Fix
Change to "around 12 minutes". Add a 60-second welcome video from Benny in the empty bar, or delete the bar. Soften to "If something comes up, use the link in your email to move your call."
Impact
Better show-up rate on booked calls.

Headline rewrites

Level 2 · Problem aware

Before You List Your Pennsylvania Restaurant, Pizza Shop or Bar, Watch This: The 3 Mistakes That Cost Sellers Tens of Thousands of Dollars

Level 3 · Solution aware

How SAG Sells Pennsylvania Hospitality Businesses to a Private Network of 40,000+ Buyers, Without You Taking a Single Call From a Tire Kicker

Level 4 · Product aware

Find Out What Your Pennsylvania Hospitality Business Is Really Worth. Free 12-Minute Video, Then a Free Valuation Call With Benny Ulloa. Limited New Listings Each Month.

For the ads, match the page to the winning angle: send the Proof ad set to a version with the Level 4 headline and the proof strip at the top.

Quick wins