Service · 05
How a stranger becomes a customer (the path, explained simply)
A funnel is the path someone walks from not knowing you to buying from you. Almost nobody buys the first time they see you — and most businesses have no plan for the steps in between.
You run an ad, people show up, and almost nobody buys — so you conclude it "didn't work." But the problem is rarely the ad: it's that there's nothing to walk along the people who aren't ready yet. People buy in steps, and if you don't have a step for each moment, you lose them right when they were close.
The path from "never heard of you" to "ready to buy"
They discover you (top of the funnel)
Someone with a problem finds you for the first time — on Google, on social, or through a referral. You're not selling yet; your job is to be useful and stay on their mind. (This is called "top of the funnel": the first contact.)
They consider you (the middle)
They know you now and they're comparing. Here they need reasons to trust: reviews, examples, answers to their questions. Most businesses leave a gap right here and people go cold.
They choose you (bottom of the funnel)
They're ready to act — and they need it to be easy. One clear step: get a quote, book, call. If this moment is confusing or slow, you lose the people who had already decided.
They return and refer you (after buying)
The funnel doesn't end at the sale. Good follow-up turns a customer into someone who comes back and recommends you — the cheapest customer you'll ever get.
The result: you stop losing people in the gap between "saw me" and "bought from me," because every step of the path has something built to carry them to the next.
Frequently asked questions
Because a lot of people enter at the top (the ones who barely know you) and fewer reach the bottom (the ones who buy). That's normal. The goal isn't for everyone to reach the bottom, but to stop losing extra people just because the steps aren't clear.
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