The marketing industry has done something remarkable. It’s convinced a generation of small business owners that they need a 47-step funnel with upsells, downsells, order bumps, trip wires, and a webinar before they can reliably get clients.
This is largely nonsense for most small businesses.
The funnel you actually need is probably five components. You’ve heard me say this before, but let me go deeper on what each one actually looks like in practice for a real small business — not a $50 million online education company.
Traffic source. One thing that consistently brings new people into your world. For most small businesses starting out this is either organic content (you write or post things that attract the right people) or referrals (your existing clients send you new ones). Pick one. Do it consistently. Don’t add a second source until the first one is working reliably.
Landing page. One page that captures the contact information of people who are interested in what you do. The offer on this page should be clear, specific, and low risk for the visitor. A free lead magnet, a free consultation, a free trial, a free demo — something that removes the barrier to the first yes. This page needs to do one job: get the contact information of interested people.
Welcome sequence. Three to five emails that go out automatically after someone opts in. Email one delivers the thing you promised. Email two teaches something valuable related to your offer. Email three introduces the paid offer naturally. Email four follows up on the offer. Email five makes a final invitation. Done. That’s a functioning welcome sequence that will outperform most elaborate funnels.
Offer page. A single page that clearly explains your paid offer — what it is, who it’s for, what they get, what it costs, and how to get started. Not a 10,000-word sales letter unless you’re selling a high-ticket program. A clear, honest, specific description of what you’re selling and why someone should buy it.
Follow-up system. A simple way to stay in touch with people who didn’t buy immediately. A regular email, a check-in, a piece of content that stays relevant. Most people don’t buy on the first exposure. The follow-up system makes sure you’re still there when they’re ready.
That’s the whole funnel. Five components. Each one doing a specific job. Connected in a logical sequence.
Build these five things and you have a marketing system. Everything else is optimization you can add later when you have data to optimize against.