The Truth About Marketing Funnels (And Why You're Probably Doing It Backwards)
When most business owners hear the phrase marketing funnel, it usually sparks confusion. It sounds like a technical setup with endless steps and complicated software.
But here’s the truth: every business already has a funnel. It’s simply the path someone takes from first hearing about you through to becoming a customer. The problem? Many people build that path backwards—and that’s why their marketing feels heavy and their sales unpredictable.
Have you ever spent weeks creating a freebie, perfecting a landing page, or stressing about your email sequence—only to discover that none of it brings in real business? That’s what happens when you start at the wrong end of the funnel.
Funnels aren’t meant to be built from the top down. They work best when you start with the end in mind and build backwards.
Why Funnels Break
The most common mistake is starting with traffic. Business owners design a lead magnet, push it out, maybe even run ads, and then wonder why sales don’t follow.
On the surface it looks like progress—you’re collecting names and emails. But unless you know exactly what those people are being led towards, you’re just gathering contacts who aren’t going anywhere.
Here’s the reality: people don’t wake up in the morning saying, “I really hope I get to download a free checklist today.” They’re thinking about a problem they want solved or a result they want achieved. If your funnel doesn’t connect the dots from that first spark of interest right through to your actual offer, it won’t work.
Without a clear destination, all the energy you put into the top of the funnel is wasted.
The Right Way to Build a Funnel
Flip the process around. Start where you want people to finish.
Step 1: Decide on your offer.
What’s the product or service you want people to buy? A course, coaching package, monthly service, or program? This is your foundation. If you can’t clearly describe what you’re selling, no funnel in the world will fix it.
Step 2: Create the conversion point.
This is the moment someone makes the decision to buy. For you it could be a sales page, a webinar, or a consultation call. This step often gets overlooked, yet it’s where the money is actually made.
Step 3: Build the middle.
Now think about what someone needs before they’ll say yes. Do they need proof your solution works? Do they need to trust you? Do they need to clearly see the value? This is where nurture content comes in—emails, stories, case studies, and practical tips that show them you understand their situation and can help.
Step 4: Add the top.
Once the foundation is set, bring people in through a free guide, blog post, podcast, social content, or ads. Because you know where they’re headed, the journey makes sense.
Notice how the top comes last. That’s where most people start—and why most funnels stall.
A Couple of Real Examples
The Fitness Coach
Many coaches lead with a free food list or “7-day workout plan.” They build a list of freebie hunters who never invest.
Flipped the right way:
Offer: A 12-week transformation program.
Conversion Point: Free consultation call.
Middle: Emails featuring client success stories and progress photos.
Top: Quick Instagram tips linking to the freebie.
Everything points to the program. It’s no longer a random lead magnet floating in space—it’s part of a clear journey.
The Virtual Assistant
Instead of a checklist with no clear end, start with the real service.
Offer: A monthly retainer package.
Conversion Point: A “done-for-you task trial.”
Middle: Case studies showing clients saving hours each week.
Top: LinkedIn posts leading to a time-saving resource.
Now the funnel not only brings in leads but also shows them why they need ongoing support.
The Bookkeeper
One of my clients, a start-up bookkeeper, was trying to attract business owners with a tax-time checklist. People downloaded it but never booked her services. We flipped it:
Offer: Monthly bookkeeping package.
Conversion Point: Free 15-minute call to review business finances.
Middle: A short email sequence showing how clients saved money and avoided tax headaches.
Top: A guide on “The Tools That Make Bookkeeping and Business Admin a Breeze.”
This approach instantly made her funnel sharper. Instead of attracting people who wanted free info, she was guiding business owners who needed help straight into a conversation.
The Tools That Keep It Simple
Funnels can sound overwhelming, but the right tools make them manageable—even if you’re not tech-savvy.
Canva: For designing lead magnets, social posts, and graphics that look professional without hiring a designer.
Google Predictive Search: Type in a phrase your customers might use and see what questions pop up. It’s an easy way to find what your audience really wants to know.
GoHighLevel (ICNXN CRM): Instead of juggling five different apps, you can run your funnel in one place—landing pages, email automation, bookings, and follow-up.
ChatGPT: Use it to brainstorm lead magnet ideas, draft nurture emails, or write blog posts like this one.
Don’t get caught up in shiny new tools. A few basics, used well, are all you need.
Mistakes to Watch For
Here are the five biggest funnel mistakes—and what to do instead:
Starting with traffic before your offer is clear. You’ll just collect leads who never buy. Fix this by writing down your core offer before you touch a lead magnet.
Making the funnel too complicated. More steps don’t mean more sales. A simple funnel done well always beats a giant one no one understands.
Skipping follow-up. Most people won’t buy the first time they see your offer. They need reminders, stories, and proof. That’s why nurture emails are gold.
Selling too soon. Pushing an offer before building trust only turns people away. Show them you understand their problem first.
Jumping between tools. Don’t try to manage your funnel across ten platforms. Pick one system that covers the basics and stick with it.
FAQs
Do I really need a funnel if I already get referrals?
Yes. Referrals are great, but they’re not predictable. A funnel gives you consistency you can build on.
Does building a funnel take months?
Not if you keep it simple. You can have a basic funnel—offer, landing page, nurture emails, and lead magnet—up and running in a weekend.
Are funnels only for online businesses?
Not at all. Every business has a customer journey. A local café, for example, might use a “coffee loyalty card” as the top of their funnel, guiding people towards repeat visits and catering orders.
What if I don’t like tech?
You don’t have to. The right platform can do most of the heavy lifting. Once it’s set up, much of it runs in the background.
What To Remember
A funnel is simply the journey someone takes with your business.
Most people build it backwards by starting with freebies and traffic.
The right order is: Offer → Conversion → Nurture → Attract.
Keep it simple, avoid overcomplicating it, and focus on guiding people step by step.
If your funnel feels broken, the problem isn’t your ad, your freebie, or even your landing page. It’s the order it was built in. Flip it around and you’ll see more leads turning into customers, less stress trying to figure out what’s not working, and a marketing system that finally makes sense.
And if you’d like to see how this works in real life, join my free weekly webinar: Business Owners Smashing It Online. I’ll walk you through funnels, tools, and strategies you can use right away in your business.
👉 Reserve your free spot here https://ezyurl.co/bosio
