You can have the most valuable product or service in your industry, but if people don’t know how to get to it, they won’t buy it. It’s not enough to have something great. There needs to be a clear path for customers to follow. One that helps them understand what you offer, why it matters, and how to take action. That path is your sales funnel.

A funnel is the journey your audience takes from first learning about you to becoming a customer. Without that path, you’re relying on hope. Hope that someone stumbles upon your website, figures out what you offer, and decides to make a purchase all on their own. That’s all guesswork! Let’s walk through how to build a funnel that actually delivers for you and your customer.

What Is a Sales Funnel?

Think of a funnel like a guided tour. Someone lands on your content through a social post or a search and they’re curious, but unsure if they want to commit to you. Your funnel shows them around, helps them feel comfortable, and eventually, encourages them to take the next step.

When it comes down to it, a funnel is just a sequence of events that guides your audience from awareness to action in a way that feels natural. Each phase of the funnel serves a specific purpose:

• Awareness. Get on their radar.
• Interest. Show them why you’re relevant.
• Consideration. Help them evaluate how you solve their problem.
• Action. Make it easy for them to buy, schedule, or sign up.

The intention of each step is to make the next one easier to take.

Who Are You Funneling?

The most effective funnels are designed with a very specific person in mind. One of the biggest mistakes in marketing is trying to appeal to everyone. That leads to vague messaging, weak calls to action, and low conversions. Instead, focus on attracting the right people. Ask yourself:

• Who are they?
• What problem are they trying to solve?
• What’s getting in their way?
• What does success look like for them?
• What’s motivating them to search for a solution now?

Your funnel should speak directly to those answers. That’s how you build trust and turn visitors into buyers.

What Do You Want Them To Do?

Every step in your funnel should have a single goal. Whether you want someone to schedule a call, download a guide, join your list, or make a purchase, you need to spell it out. Visitors should never have to guess what to do next. That clarity builds momentum. Too many choices (or no clear choice at all) kills it.

Each page, post, or email should serve one purpose and include a clear call to action that supports that goal.

How To Build (or Improve) Your Funnel

If you’re starting from scratch or refining what you already have, focus on these key areas to design a funnel that works!

• Map Out the Buyer’s Journey

Customers don’t usually go from “just found you” to “ready to buy” in one step. You need content that supports different phases of their decision-making process. Start by stepping into their shoes. What questions are they asking at each stage of their journey? Build your funnel to guide them through those questions.

• Awareness. They’ve just realized they have a problem. Create blog posts, social content, or free resources that speak directly to that issue.
• Consideration. They’re actively researching solutions. Offer comparison guides, testimonials, or a compelling lead magnet that highlights what makes you different.
• Decision. They’re almost ready to act. Make your offer, include proof it works, and make the next step towards their last action crystal clear.

When each stage is supported, customers feel confident moving forward.

• Build a Dedicated Landing Page

A great landing page focuses on one outcome and does it well. Sending people to your homepage and expecting them to figure out what they need from you is a hard buy. So, a landing page focuses on one thing, getting the visitor to take a specific next step. Your page should:

• Address a clear problem
• Offer a focused solution
• Build trust with testimonials, case studies, or examples

Include one call to action and no distractions! Less is more. This will move people from interest to action without confusion.

• Offer a Lead Magnet

Many people aren’t ready to buy right away. Sometimes it’s necessary to deliver value upfront to earn some trust. That’s why a lead magnet can be a game-changer. It gives your customer something valuable in exchange for their data (email, for example), while giving you a way to follow up. Effective lead magnets:

• Are easy to consume (PDFs, templates, checklists, short videos)
• Solve a specific, timely problem
• Tie directly into your main offer or next step

The goal is to solve a small problem. Doing that builds trust, and you can follow-up to keep the conversation going. Guide them toward your paid solution.

What If It’s Not Working?

Sometimes, your funnel isn’t converting the way you hoped. That doesn’t mean it’s broken. It might just be missing something. Here are a few questions to ask if you feel like your funnel is lacking.

• Are you attracting the right audience?
• Is your message clear and focused?
• Do visitors know what to do next?
• Are you offering value at every stage?

When even one of those areas is off, your funnel can lose momentum. The good news is that this is completely fixable!

Want Us To Take a Look?

Think about your audience. Guide them one step at a time. Help them feel understood, supported, and confident enough to take action. If your current funnel isn’t doing that yet, now’s the time to fix it.

If you’re unsure where your funnel stands, or if you want expert feedback on how to improve it, we’re happy to help. Fill out the form below and our team will take a look. You’ll get insights into what’s working, what’s not, and what small changes can make a big impact on your bottom line.