A sales funnel is not a series of linked pages. It's a psychological journey that takes the visitor from "who are you?" to "here's my credit card".
The 4 funnel stages
Awareness (TOFU): visitor doesn't know you yet. Consideration (MOFU): visitor is evaluating options — capture email with lead magnet. Decision (BOFU): visitor is ready to buy — sales page, remove objections. Retention: often forgotten — post-purchase onboarding and upsells.
Landing page structure that converts
- Above the fold: headline identifying the problem, visible CTA
- Social proof: reviews, client logos, concrete numbers
- Benefits not features: talk about results
- FAQ: address common objections
- Final CTA: repeat main message, reduce risk
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