Use this sales funnel template to quickly build offers on your website.
I’ve been chatting a lot about sales funnels lately and today I want to share the number 1 sales funnel template you can implement in your business.
It’s the direct response sales funnel template.
So how does it work?
It requires a single landing page, with an offer.
Once the landing page is built, you simple send visitors (commonly referred to as traffic) to that web page in anticipation of an immediate response.
That response can manifest in many ways. The best response is when someone picks up the phone and calls you to do business with you or place an order. There are other responses with this sales funnel template too. The primary response you’re after is an exchange of information.
You give something of value to your potential customer and in return they give you their details.
There are 4 steps in this sales funnel template and every step is vitally important for its success.
Sales Funnel Template Step 1: The Offer
Table of Contents
We start with your offer. Every good sales funnel begins here because everything you do will be built around your offer.
Choose one thing that you’d like to offer and only one thing. That could be;
- The sale of a low priced product
- A short consulting session or a discovery call
- An ebook
- A discount voucher
- A discounted event ticket
- A webinar
- A template
- A free trial
- A case study/how to guide
- An online course
- A seminar
- A free appraisal
The idea that the offer will ultimately turn into that person becoming a sales lead and ultimately a sale.
In the case of home builders, which is a vertical I have a lot of experience in, the most common offer is a brochure of floor plans, specifications and a price list.
The offer may not require much deviation from what you’re doing currently, except you will want something in exchange for the offer.
In most cases, it’s an email address and perhaps a first name. But you’re in control of your offer. The better the offer, the more willing potential customers will be to give you more information.
Here’s a few examples:
Base CRM offer a free trial for their software. In this instance, they know that getting the user to trial their software is a key step in their sales funnel. So the offer is simply the bare minimum for their software to work.
Strategic Coach provide a starter kit, which is essentially a sales brochure worded differently and makes it enticing to download. For this, they require more information so they can qualify their lead better in their database.
Hubspot takes this approach to their live streaming events. In this instance, they do research on the business and also where you are in their current sales funnel by asking your current relationship to Hubspot.
When designing your offer, ask this one important question: Is this valuable to my target market?
The lower the value, the less information you can gather and the less likely it will be for potential customers to convert on the offer.
A free appraisal for someone considering selling their home is a simple offer that works. With little commitment, a potential customer can get 80% of the information they want by taking up this offer.
A free initial consultation is different. In a consultation there’s an exchange of information and from the customers point of view, they want to know they’re walking out with information that is valuable to them. So in the case of an Accountant, an initial consultation can be very helpful. A customer can walk away knowing the steps it takes to form a new company as well as the associated fees and timing to get the company live.
Make sure your offer will resonate with your audience.
Do a quick check right now on your website and tally up the number of offers you’re currently making.
Most businesses have one offer. ‘Contact Us’.
We can do better than that.
Consider getting your offer count up to at least 5 – then follow the next three steps to create mini-sales funnels for each.
Sales Funnel Template Step 2: The Audience
In each instance, you’ll identify your audience. These are your ideal customers or what I call your quintessential customers.
This is important because the smaller your net, the better chance you have of catching the right fish.
Sounds counter intuitive right?
But it’s true.
All business owners I know love to see their business get exposure. They want to see their business on TV, Radio or advertising on YouTube where they’re getting their brand in front of hundreds and thousands of eyes and ears.
But no business is right for everyone.
McDonald’s doesn’t spend time or money trying to convert health-conscious paleo practitioners to eat their burgers. That’s futile.
The insurer who offers professional indemnity isn’t advertising to retirees.
Get very specific about who you’re going to create the offer for and write it down.
As an example you might ask yourself these questions about your audience:
- Age & Gender
- Family status
- Physical Location
- Occupation / Title: Are they a gatekeeper or are they the decision maker
- What’s most important to them
- Are they happy where they are at right now
- They’re unhappy how
- They’re happy how
- What quote/s do they live by
- What are their favourite things to do
- What are their other likes and interests
- What Facebook pages do they like
- What are their friends like
- Who would be their heroes
- How intelligent are they
- Are they a DIYer or do they pay for others to do things for them
- What makes them laugh
- What makes them most upset
- What do they fear most
- What is their biggest insecurity
- What stresses them out
- What do they procrastinate doing
- Why do they want your product or service
- What problem would that solve for them
- What would they gain from using your product or service
- How would they justify the price
- What regular thoughts would they have that they’d never tell anyone
- What do their friends think of them
- What does their family think of them
- What are the top 3 physical possessions they value the most
These questions serve a few purposes.
- You’ll discover ways you can write your ads and your copy for your offers.
- You’ll narrow down targeting choices on ad platforms.
Once you have your audience defined, move onto step 3.
Sales Funnel Template Step 3: The Outreach
When it comes to reaching your quintessential customer online, each platform you’re using has different ways to pinpoint your audience. So it’s good practise to create a persona with the relevant information for each platform.
Most people consider search engines fairly simple as far as targeting your customer, but that couldn’t be further from the truth these days.
Sure, keyword searches are the primary way to advertise for potential customers, however you can also use a few other ways to target people.
One example is by using the Google Display Network and advertising to Affinity Audiences and In-Market Audiences. You can find this data first by looking at your Google Analytics account under Audience > Interests > Overview.
Here you’ll see how Google categorises your site visitors into different demographics.
This gives you a snapshot view of what your website visitors are interested in and opens up opportunities to use Google Adwords to advertise to these audiences in numerous ways.
For example, the image below shows that this particular website audience is in the affinity of Technophiles, TV Lovers, Movie Lovers and Business Professionals. They are currently In the Market for Software & Business Services.
This snapshot is from a SAAS (Software as a Service) client of mine – so the Affinity and In-Market stats are in line with what you would expect.
By using combinations of Affinity and In-Market audiences (Plus throwing in a few search keywords) you can begin to target your customers on the Google Display Network and show your ads to a highly relevant audience.
The snapshot below is from a second hand goods and recycling materials website;
So the affinity audiences of Home Decor, Shoppers/Shopaholics and Real Estate, Home & Garden/Home Furnishings/Home Decor/Home Improvement are all great segments that present an audience that you can target with your outreach.
Another plus about using the GDN (Google Display Network) is the cost per click is significantly lower than search only and you get the cross benefit of branding your business in front of a lot of eyeballs on highly trusted websites.
Social media has it’s own methods of targeting your audience.
Facebook advertising as an example lets you use common generic targeting like location, age and sex and then allows you to dive much deeper into interests, demographics, behaviours, job titles, where people work and more.
Each platform is different and each has a distinct advantage depending on how your business best attracts new customers.
For many businesses, choosing one or two channels is a great way to reach a large number of highly targeted customers for your offer.
Sales Funnel Template Step 4: The Sale / Conversion
Ultimately, we’re bringing customers to us by creating an enticing offer, then bringing them to a landing page and into a sale.
In the most common example, we’re looking for someone to contact us by phone or email. This is essentially a two step sales funnel.
They see our offer, read our landing page and then convert to a lead.
This is the first and foremost sales funnel most businesses will set up. Using this step by step sales funnel template, you’ll reach the right people and direct them to your offer.
This kind of sales funnel is limited however in a number of ways.
- A cold audience (someone who hasn’t heard of you before) might not have the confidence to work with you.
- The timing must be right.
- There are different customer expectations for each market.
In the cases where you’ll create offers where it’s an initial exchange of an email address to attend a webinar or download an eBook or guide, you’ll want to extend this simple sales funnel by adding in email marketing.
Email marketing can also be augmented by re-marketing and phone calls and more.
That’s a much more complex sales funnel and before you get to that point, it’s best to use this sales funnel template first and get your offer, audience, outreach and sales process into alignment.
Now that you know the 4 steps to build your sales funnel with this sales funnel template, go out there and create one. Then create another. And another. And so on.
You have an opportunity to build many offers on your website. The more offers you have, the more likely you are to generate new business.