Funnel Strategy

Before building anything, define the strategy. A funnel without strategy is just a collection of pages.

Discovery Questions

Ask the user these questions (skip any they've already answered):

1. Business Model

• What are you selling? (Product, service, course, SaaS, membership, etc.)
• What is the price point? (Determines funnel complexity)
  • < $50 → Simple opt-in or tripwire funnel
  • $50–$500 → Direct response or webinar funnel
  • $500–$2,000 → Webinar or challenge funnel
  • $2,000+ → Application funnel or multi-step sales process

2. Target Audience

• Who is your ideal customer? (Demographics, psychographics)
• What is their #1 pain point?
• What have they tried before that didn't work?
• What would success look like for them?

3. Traffic Source

• Where will traffic come from?
  • Paid ads (Facebook, Google, YouTube) → Need strong above-the-fold hook
  • Organic/SEO → Need content-rich pages with SEO optimization
  • Social media → Need share-friendly design and social proof
  • Email list → Can be more direct with the offer
  • Affiliate/JV → Need strong affiliate tools page

4. Conversion Goal

• What is the primary action you want visitors to take?
  • Email opt-in → Lead gen funnel
  • Purchase → Sales funnel
  • Book a call → Application funnel
  • Register for event → Webinar/challenge funnel
  • Start free trial → SaaS funnel

5. Assets Available

• Do you have existing copy, testimonials, case studies?
• Do you have brand guidelines (colors, fonts, logos)?
• Do you have product images or videos?
• Do you have an existing email provider?

Strategy Output

After discovery, produce a Funnel Blueprint with:

FUNNEL BLUEPRINT
================
Goal: [Primary conversion goal]
Funnel Type: [Recommended type]
Pages: [List of pages in order]
Traffic → [Entry page] → [Value page] → [Conversion page] → [Thank you]
Price Point: [Amount]
Lead Magnet: [What you're offering for free]
Key Objections: [Top 3 objections to address]
Urgency Mechanism: [Deadline, scarcity, or exclusivity angle]
Success Metric: [Target conversion rate]

Price Point → Funnel Type Matrix

Price	Recommended Funnel	Pages	Complexity
Free (lead gen)	Opt-in	2	Low
$1–$47	Tripwire	3–4	Low
$47–$297	Direct Response	3–5	Medium
$297–$997	Webinar	4–6	Medium
$997–$2,997	Challenge	5–8	High
$2,997+	Application	4–6	High
Recurring	SaaS / Membership	4–6	High
Physical products	E-commerce	3–5	Medium