Building Software as an Agency and Generating Leads with Quizzes
Key Takeaways
- Keep quizzes simple with yes/no questions rather than complex surveys
- Collect lead information at the end of the quiz, not at the beginning
- Gradual product development funded by service revenue reduces risk
- Productize successful client work into scalable offerings before building software
Jeremy Ellens, co-founder of Yazamo and LeadQuizzes, joins the Agency Journey podcast to share how his agency turned a successful client quiz campaign into a SaaS product that now generates over $1 million annually.
From Web Agency to Lead Generation
Jeremy and his business partner started Yazamo as a web development agency while still in college in 2012. They quickly realized that the most pressing need their clients had was not just a website - it was lead generation. Clients needed a steady flow of new leads to grow their businesses, and that became the agency’s focus.
Their most successful lead generation campaign for a client involved a hormone quiz. The quiz format generated significantly more engagement and leads than traditional content offers. Seeing this success, Jeremy’s team began replicating the quiz approach across multiple clients.
Turning a Service into a Product
Rather than jumping straight to building software, Jeremy took a gradual approach. First, they turned quiz-based lead generation into a productized service that they could sell to clients and other agencies. This created a repeatable revenue stream that funded the next step.
Using the revenue from the productized service, they funded the development of LeadQuizzes - a SaaS platform that let anyone create lead-generating quizzes. By taking gradual steps toward product creation instead of making a big leap, the team reduced risk and validated demand along the way.
Quiz Best Practices
Jeremy shares several practical tips for creating effective quizzes:
Keep it simple. Use yes/no or multiple-choice questions rather than open-ended ones. Simple quizzes have higher completion rates.
Collect information at the end. Asking for contact details at the start of a quiz creates friction and drives people away. Let them complete the quiz first, then ask for their email to see results.
Place relevant offers at quiz completion. Once someone finishes a quiz, present them with a relevant next step - a product recommendation, a webinar, or a consultation offer.
Use quizzes with Facebook ads. Quizzes pair well with social advertising because they feel interactive and engaging rather than promotional.
Lessons for Agency Owners
Jeremy’s story illustrates a practical path from services to software. The key is not to rush the transition. Start by identifying what works well for clients, turn it into a repeatable service, use that revenue to fund development, and build software that serves the need you have already validated in the market.