A funnel is a way to describe customer decisions and the handoffs your team must support. Start with one offer and one audience. Different products can need different paths; a funnel diagram is a working model, not a promise of revenue.
1. Awareness: identify the starting problem
Write down the situation that prompts someone to look for help. For a service business, this could be missed inquiries after a busy week. Match the page headline to that situation and explain who the service is for. Record the traffic source so unrelated audiences do not get mixed into the same analysis.
2. Interest: make the offer understandable
Explain the outcome, the deliverable, and the next step. A visitor should be able to distinguish an audit from an implementation project. Use a short guide or relevant example to answer an actual buying question. Track an intentional action, such as opening a service detail or starting an inquiry, rather than treating every page view as interest.
3. Consideration: support comparison
Show the process, constraints, and relevant work. Link to case studies, but separate measured outcomes from descriptions of what was delivered. State what information is needed to scope the project and which integrations require investigation. This helps a buyer assess fit without guessing.
4. Decision: test the full handoff
Choose one primary action. Check the form on a phone, submit a test in a non-production environment, and confirm validation, confirmation, CRM entry, and ownership. A working button is only the first part of a working funnel. Read the landing-page review guide for a practical checklist.
5. Retention: define what happens after purchase
Document onboarding, delivery milestones, feedback, and renewal responsibilities. Track completion and support needs before adding upsell sequences. A customer who has not reached the promised first outcome may need help rather than another sales message.
Worked example and next experiment
Suppose a hypothetical monthly cohort has 1,000 qualified visits, 50 inquiries, and 10 customers. The visit-to-inquiry rate is 5%; inquiry-to-customer is 20%. These invented numbers illustrate the calculation and are not BrainGlow client results. Define a qualified visit and use the same cohort and time window before comparing rates.
If inquiries arrive but are not assigned, improve CRM routing before changing the headline. If qualified visitors cannot explain the offer, test clearer copy. Choose one change, record the baseline, and agree on a review period and guardrail such as lead quality. Bring the map and observations to a Glow Audit to prioritize implementation.