Sales Funnel Theory for Freelancers: Entice Clients and Convert Leads

Business Tips + Tools

May 4, 2023

Sales funnels are essential for businesses in that they provide structure and focus to marketing efforts. Crafting a well-designed sales funnel makes it easy for the customer to make a purchasing decision and can increase the overall price of any transaction through focused upselling

A sales funnel is a series of steps designed to turn potential customers into paying customers. It’s a framework that guides customers through a series of stages, from initial awareness to final purchase, with the goal of increasing conversion rates and driving revenue.

Using a sales funnel also improves the customer experience. By guiding customers through each stage of the funnel, businesses can provide a seamless and personalized experience that addresses their needs and concerns at each stage. This helps to build trust and credibility with customers, increasing the likelihood that they will make a purchase and become a loyal customer.

While the original concept of a sales funnel was essentially a general philosophy of sales, modern sales funnels usually connote a system of links and CTAs, all propelling you towards a purchase, usually with a hard upsell or add-on sales push. 

A potential client might see an ad or email or something that gets their attention, causing them to click on a link that takes them to a landing page. 

The landing page, which is usually branded like the business’s homepage (though often not actually connected to it), reiterates and expands on the offer that got the potential client there in the first place and directs them to a Call To Action (CTA) button to further them down the funnel towards a purchase. Along the way there’s often more suggestive upselling options for the client to encourage them to purchase more than the ad that got them there in the first place, though click-through will eventually let them purchase the initial product or service as originally offered. 

It’s all carefully designed to mirror the psychological effects of the following strategy to increase conversion and boost sales.

Stage 1: Awareness 

The awareness stage is the first stage of the sales funnel, and it’s all about making potential customers aware of your brand and what you have to offer. This stage is critical because if people don’t know about your brand, they can’t buy from you.

There are several marketing tactics that businesses use to create brand awareness.  The most common strategy is social media advertising, allowing you to reach a large audience through targeted ads. Social media platforms like Facebook, Twitter, and LinkedIn offer powerful ad targeting options, such as demographic targeting, interest targeting, and behavior targeting. 

This means that you can create ads tailored to your target audience’s interests, needs, and behaviors, increasing the likelihood that they will engage with your brand.

Content marketing is another effective awareness strategy which involves creating and sharing valuable content that educates and informs your target audience. This includes blog posts, videos, podcasts, infographics, and other types of content that your audience would find useful. By creating valuable content that addresses your target audience’s pain points, you can establish your brand as a thought leader and build trust with potential customers.

Influencer partnerships are also an effective way to build brand awareness. By partnering with influencers in your industry, you can leverage their audience and credibility to reach new customers. Influencers can promote your brand through sponsored posts, guest blog posts, and other types of content, helping you to build credibility and reach a larger audience.

It’s important to note that the success of any awareness strategy depends on how well you understand your target audience. By identifying your target audience and tailoring your marketing messages to their interests and needs, you can create a more effective and engaging marketing campaign. For example, if you’re targeting millennials, you might focus on social media platforms like Instagram or TikTok and create visually appealing content that resonates with their interests and values. If you’re targeting business professionals, you might focus on LinkedIn and create content that addresses their professional needs and challenges.

All of this is the first purpose of the funnel—to draw potential clients into the vortex of your business’s sphere of awareness. 

Stage 2: Interest

The interest stage is the second stage of the sales funnel, where businesses have the opportunity to engage potential customers and build a relationship with them. In this stage, it’s important to provide value to potential customers and build trust, which can help to increase the likelihood that they will make a purchase.

Lead magnets and freebies

One effective interest strategy is the use of lead magnets. Lead magnets are free resources, also referred to as freebies, that businesses offer to potential customers in exchange for their contact information. This can include things like e-books, whitepapers, checklists, or other types of content that provide value to the potential customer. By offering a lead magnet, businesses can demonstrate their expertise and provide value to potential customers, which can help to build trust and credibility.

Email campaigns

Another effective interest strategy is the use of email campaigns. Once a potential customer has provided their contact information, businesses can use email to nurture the relationship and provide additional value. This can include sending a welcome email that introduces the business and its offerings, providing educational content that addresses the potential customer’s pain points, and offering promotions or discounts that incentivize them to make a purchase.

Social media engagement

Social media engagement is another effective interest building strategy. By engaging with potential customers on social media, businesses can nurture relationships and demonstrate their expertise. This can include responding to comments and messages, sharing valuable content that addresses the potential customer’s needs, and participating in online conversations related to the business’s industry or niche.

The interest stage of the sales funnel is critical for engaging potential customers and building a relationship with them. By providing value and building trust, businesses can increase the likelihood that potential customers will make a purchase and become a loyal customer. 

Stage 3: Consideration 

The consideration stage is the third stage of the sales funnel, where potential customers are evaluating different options and considering whether to make a purchase. In this stage, businesses have the opportunity to present their products or services in a way that sets them apart from their competitors.

Social proof

Providing social proof, such as customer reviews and testimonials, is an effective strategy at building credibility. Social proof can help to build trust with potential customers, as it provides evidence that others have had positive experiences with the business’s products or services. Businesses can showcase social proof on their website, on third-party review platforms, and in their marketing materials.

Create personalized content

Creating personalized content is another strategy. By creating content that speaks to the customer’s specific needs and pain points, businesses can demonstrate that they understand the customer’s challenges and have the expertise to help them overcome them. This can include creating case studies that highlight how the business has helped other customers, or providing personalized recommendations based on the customer’s specific situation.

Product comparison

Developing product comparison guides is another effective consideration strategy. By comparing their products or services to those of their competitors, businesses can highlight the unique benefits and features that set them apart. This can help to differentiate the business from their competitors and increase the likelihood that the customer will choose their offering.

The consideration stage of the sales funnel is critical for presenting products or services in a way that sets them apart from competitors. By providing the right information and addressing the customer’s specific needs and pain points, businesses can increase the likelihood that the customer will make a purchase.

Stage 4: Conversion

The conversion stage is the fourth stage of the sales funnel, where potential customers make a purchase. In this stage, businesses need to optimize the buying process and make it as easy as possible for customers to take action. 

Simplifying the checkout process key. Customers should be able to easily navigate the checkout process and complete their purchase without any friction. By reducing the number of steps in the checkout process and providing a variety of payment options, businesses can increase the likelihood that customers will complete their purchase.


Use clear calls-to-action (CTAs) that are prominently displayed throughout the website or marketing materials. They should catch the eye and be easy to find—you should never have to scroll far to find a CTA. A clear and compelling CTA can encourage potential customers to take the next step and make a purchase.

Focused ad retargeting

Retargeting ads can also be an effective conversion strategy. By showing ads to customers who have already expressed interest in the product or service, businesses can stay top-of-mind and encourage them to return to the website and make a purchase.

First-time incentives

Offering discounts or incentives for first-time customers is another effective conversion strategy. By providing an extra incentive to make a purchase, businesses can increase the likelihood that potential customers will take action.

Scarcity marketing

Many businesses use urgency and scarcity to drive conversions. We personally don’t love these tactics and feel that a product or service should be able to stand on its quality alone. Scarcity marketing is still a widely used and proven tactic, hence its inclusion here. 

By creating a sense of urgency, such as a limited-time offer or a countdown timer, businesses can encourage potential customers to take action before it’s too late. Similarly, by creating a sense of scarcity, such as limited stock or availability, businesses can increase the perceived value of the product or service and encourage customers to make a purchase.

Overall, the conversion stage of the sales funnel is critical for turning potential customers into paying customers. By making it as easy as possible for customers to take action and providing extra incentives to do so, businesses can increase their conversion rates and drive more revenue.

Stage 5: Retention stage

Some exclude this section of the sales funnel, though we feel it’s an essential building block of a strong and long-lasting business. 

The retention stage of the sales funnel is all about keeping customers engaged and coming back for more. One of the main reasons it’s such an important stage of the funnel is because it’s much more cost-effective to retain existing customers than to acquire new ones.

Follow up communication

To retain customers, businesses can use follow-up communication to keep them engaged and informed. This can include personalized emails or newsletters that provide useful information or special offers. Personalized offers can be another effective retention strategy, where businesses offer specific products or services based on a customer’s past purchases or interests.

Exceptional customer service

Another important aspect of retention is providing excellent customer service. This can include addressing any customer complaints or issues promptly, providing proactive support, and being transparent and honest with customers. By providing excellent customer service, businesses can build trust and loyalty with their customers.

Loyalty programs

Loyalty programs can be an effective retention strategy, where businesses offer rewards or discounts to customers who make repeat purchases. These programs can encourage customers to continue using the product or service and increase their lifetime value.

Personalized email campaigns

Personalized email campaigns can also be an effective retention strategy. By sending targeted emails based on a customer’s behavior or preferences, businesses can provide relevant information and offers that are more likely to result in a purchase.

Keeping one step ahead…

Proactive customer service is another important retention strategy. This involves reaching out to customers before they have a problem or issue and providing helpful information or support. By being proactive, businesses can prevent potential issues from becoming larger problems and build trust with their customers.


A well-defined sales funnel is essential for businesses of all sizes to attract potential customers, build relationships, and increase revenue. The five stages of the funnel – Awareness, Interest, Consideration, Conversion, and Retention – provide a framework for businesses to optimize their marketing efforts and create a positive customer experience.

By implementing effective strategies at each stage of the funnel, businesses can increase their conversion rates and generate more revenue. It’s important for businesses to continually evaluate their sales funnel and make improvements as needed. 

Having a well-defined sales funnel is crucial for businesses to succeed in today’s competitive marketplace. By following the strategies discussed and continuously optimizing their funnel, businesses can improve their conversion rates, increase their revenue, and build lasting customer relationships.

Matt Ogden

Matthew Ogden is a Minneapolis-based copywriter and content writer and editor. He’s written for national retailers and lobster roll companies alike. When not writing he can be found nose deep in a book, writing and performing music, or nerding out about guitar tone.

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