Landing page: /lp/admin-burden/
Existing LP (Google Ads): /lp/caregiver-burden-assessment/
Resource page: /resources/caregiver-admin-burden-scorecard.html
Form: Native HTML → lead-capture Edge Function
Asset ID: caregiver-admin-burden-scorecard
A family caregiver (35-60, typically professional, often a woman) has been drafted into an invisible administrative second job — scheduling, portal management, referral follow-up, pharmacy coordination, family updates — on top of their career and household. They didn't plan for it, they weren't trained for it, and they don't know how many hours it's actually consuming. The scorecard names and quantifies that burden.
This is a pre-customer awareness problem. The person knows they're overwhelmed but hasn't measured it. The goal is to meet them with a fast diagnostic tool, earn the lead, and nurture toward Record Vault + ongoing Navigation.
Interactive browser-based 12-question assessment across 4 categories (scope, time burden, system friction, personal impact). Instant scored results with personalized recommendations. ~3 minutes. Nothing stored server-side. Same gate (first name + email).
Post-conversion bundle (delivered by drip): Family Care Alignment Worksheet, Care Complexity Assessment, Records Readiness Audit — referenced on the LP as "3 bonus coordination tools by follow-up email."
Broader than the long-distance funnel. This ICP includes local and remote caregivers — anyone who's become the de facto project manager for a parent's care. They're scheduling, calling, managing portals, and updating family members. They're employed, overwhelmed, and carrying invisible work.
Conversion path: Lead magnet → welcome email → day 3 value follow-up → day 10 soft pitch → Record Vault ($999) → Expanded ($249/month) as most common ongoing fit
A subset of the primary who is also raising children. The "two jobs" message hits them hardest — they're managing care for a parent while managing a household and career. Higher urgency, higher emotional resonance.
/lp/caregiver-burden-assessment/The existing LP was built for general/Google Ads traffic. This LP is tuned for Meta's interrupt-driven experience:
Age: 35-60 Gender: All Location: United States Language: English
Detailed targeting — INCLUDE (OR logic, any match):
Detailed targeting — EXCLUDE:
Placements: Facebook Feed (primary), Instagram Feed, Instagram Stories
Optimization: Conversions → Lead event (fires on form submission via fbq('track', 'Lead'))
Budget: $25-50/day
Age: 35-55 Gender: All Location: United States Language: English
Detailed targeting — INCLUDE:
Detailed targeting — EXCLUDE:
Placements: Instagram Stories (primary), Facebook Feed Optimization: Conversions → Lead event Budget: $15-25/day
Custom Audiences:
/topics/caregiver-burnout-administrative-side/ or /topics/caregiving-admin-burden/ (last 30 days) who did NOT submit the form/lp/admin-burden/ (last 14 days) who did NOT submit the formExclude: People who already submitted the lead form
Placements: Facebook Feed + Facebook Right Column Budget: $5-10/day
Format: Video (1:03 or shorter cut) or static image Audience: Ad Set 1 (broad caregivers) Creative: Reuse existing validated creative — man on phone, professional, stressed. "Caregiving: The Job You Never Applied For" messaging. CTA button: "Take the free assessment" Primary text: If you're juggling too many portals, appointments, forms, and updates — you're not alone. Most family caregivers spend 10-20 hours a week on coordination admin. Take this free 3-minute scorecard to find out your number — plus get 3 bonus coordination tools by email.
Key change from original: CTA goes to /lp/admin-burden/ (lead capture) instead of Cal.com booking (sales call). This fixes the commitment gap that caused zero conversions on the original run.
Format: Single image, text overlay Audience: Ad Set 1 + Ad Set 2 Visual: Kitchen table, phone face-down, laptop open to a portal. Evening light. No people — just the residue of the invisible shift. Coffee mug, pen, scattered notes. Text on image: "Your family sees the visit. You see the 6 calls it took to schedule it." CTA button: "Find out your score" Primary text: The doctor's visit is 20 minutes. The scheduling, referrals, prior authorizations, portal checks, and family updates take hours — and nobody counts them. Take the free 3-minute Admin Burden Scorecard and find out how much coordination you're actually carrying.
Format: Single image, large number Audience: Ad Set 1 Visual: Clean, bold. The number "23.7" in large type, with smaller text: "hours per week. That's what the average family caregiver spends." CTA button: "Find your number" Primary text: AARP says the average family caregiver spends 23.7 hours per week on caregiving tasks. Most of that isn't hands-on care — it's phone calls, portals, scheduling, and follow-ups. Take the free 3-minute Admin Burden Scorecard and find out your number. 12 questions, instant results, 3 bonus tools by email.
Format: 15-second video or animated slides Audience: Ad Set 1 + Ad Set 2 Storyboard:
Format: 3-slide carousel Audience: Ad Set 1 Slide 1: "Monday: called the specialist. Called back. No answer." Slide 2: "Wednesday: logged into 3 portals. Updated my sister. Refilled the prescription." Slide 3: "Friday: same thing. Next week: same thing." Final slide CTA: "Take the free Admin Burden Scorecard — 3 minutes, 12 questions, instant results." CTA button: "Find out your score" Primary text: This is what coordination looks like when there's no system. The same calls, the same portals, the same updates — every week. Take the free 3-minute Admin Burden Scorecard to see where your time is actually going. 12 questions, instant results, plus 3 bonus tools by email.
averyn-icon-light-120x120.png — small, bottom corner| Funnel | Ad creative | LP | Lead magnet | ICP | Drip |
|---|---|---|---|---|---|
| Long-distance | New (lunch break, group text, 500 miles) | /lp/long-distance-relief/ |
Starter Kit | Remote adult child | 11 stages, 60 days |
| Broad caregiver | "Job You Never Applied For" + new concepts | /lp/admin-burden/ |
Admin Burden Scorecard | Any family caregiver | 2 stages, 10 days |
Both graduate into nurture-family shared track after custom drips complete.
Note: The broad caregiver drip is intentionally shorter (2 stages vs. 11) because the scorecard is a diagnostic tool, not a multi-section kit. The value delivery happens in the assessment itself. The drip provides follow-up interpretation (day 3) and the soft pitch (day 10), then graduates to nurture.