Sales Funnel Guide

How To Build A Sales Funnel From Scratch

This is a complete guide to help you know how to build a sales funnel from scratch for beginners

If you want to learn:

  • Create sales funnels that convert SUPER well.
  • Understand what a high converting sales funnel is based on.
  • As soon as your funnel live, what would you do if it does not work well as you want?
  • See examples of the world’s best sales funnels.

Thereby, you will add new strategies to your marketing campaigns, make them diverse, attract more potential customers, and get more sales.

Let get started!

how to build a sales funnel from scratch
Chapter 1:

Identify Your Target audience

In this chapter, we’ll go through a method that will help you identify your target audience. Most businesses already define their dream customers.

However, I want to make sure that you will not try to sell your product or service to “anyone interested in my services.”

Although your product may be suitable for people of different ages, locations, gender, etc. However, you will want to focus on a specific audience, solve a specific problem, and a message specific to that audience.

This is extremely important as it will help you:

  • Know which content and message to build in the funnel
  • Create an irresistible offer
  • Understand prospects means that you know what they want, so you can deliver the content they care about and build strong relationships through your email campaigns.

And that is the foundation for your funnel to be successful.

how to build a sales funnel identify target audience

Use Psychographic instead of Demographic.

Many times when you hear people talking about niches, they’re talking something like:

  1. My niche has 50,000 searches for this.
  2. Or my audience is males from 25-30 years old in the US.

Here is something you need to understand; the keywords count means how many people interesting in the topic. They have different dreams, knowledge, finance, etc. So if you think they’re the same, then that is the biggest mistake.

Remember, people will buy from you. A keyword count doesn’t buy from you.

The second thing is about demographics.

It’s too broad. Based on your data, you can tell me how many people buy from you based on age, location, gender, Job, etc.

But if you try and use demographics exclusively, you’re going to have a tough time selling anything to anyone.

It would better if we are using Psychographic.

Psychographics more personal characteristics and refers to what’s going on inside of a person’s head:

  1. What is their specific problem?
  2. Interests
  3. Desires
  4. and Goals

How to define your niche and target audience?

If you are familiar with the Blue Ocean Strategy, you may know by creating your new niche or category; you quickly become the majority of the market.

There are three core desires /markets that people hoping to get a certain result when they buy your product or service:

  1. Wealth
  2. Health
  3. Relationships

Follow the steps below to determine your niche and target audience.

Step 1: Which of these 3 core desires your audience is trying to receive when buying your product?

Step2: Inside each desire are multiple submarkets.

For example, your core desire is health, so you can listing multiple submarkets such as:

  • Gain muscle
  • Lose weight
  • Mental Health
  • Beauty
  • Nutrition

From there, you should ask yourself, “what are the other submarkets that my product or service fits into?”

Step 3: What are all niches inside of the submarket? List them all and chose one


For example, If I have chosen “Lose weight” is my submarket, I list all the niches inside:

  • Low carb diet
  • Keto weight loss
  • Fat burn supplement
  • weight loss for women
  • Workout at home

That core markets and submarkets become red oceans, so you need to go deeper to find the niche with lower competitors. In fact, it’s hard to find a real Blue Ocean no matter what your business is; there are always competitors in existence.

Step 4: Identify your customers’ pain points, questions, roadblocks, and results they want.

Identify your customers' pain points

You can do it easily by using Answer The Public and Quora. Search your niche (keyword) on the toolbar; there are a hundred questions people have.

sales funnel guide answer the public
Click to zoom the image
sales funnel building quora

Now you complete identifying your niche, understand your target audience’s problems and their voice. Based on it, we could create incredible offers and create the message (Hook and story)

Chapter 2:

Hook - Story - Offer

This chapter goes through the content framework to close your website visitors to leads and becomes customers.

It’s essential for your marketing campaign, even if it is:

  • Marketing funnel
  • Sales pipeline
  • Email marketing
  • Paid Ads
  • Landing page content
  • and more

If something isn’t working in your funnel, it’s always either the hook, story, and offer.

how to build a sales funnel hook story offer

Offer (Or Close)

There is no strategic advantage of being the second-lowest price leader in town, but there is a huge strategic advantage of being the most expensive

- Dan Kenedy

No matter what industry you are in, there are always competitors who sell products at a lower price than you. If you try to fight on the price, you must be the cheapest seller in your market.

Unless you’re a company with a large budget or a trustworthy brand; otherwise, you will not be able to pay the cost of advertising. Especially, the price of advertising for Facebook and Google has increased recently (not to mention that your business account has been limited for no reason)

Instead, we try to increase the perceived value of what is being sold. If you sell a book, you should be listing everything inside the offer and made it unique because no other book had that information inside it.

offer hacking examples
Create a good offer will increase your conversion rates
Grant Cardone 10X Rules Book
Dean Graziosi - Millionaire Success Habits book

Most of the time, when you try to sell something to customers, the problem is not that they have no money. It’s that you haven’t increased the value to the point where they are feeling your offer inexpensive.

If you have a good offer, you still make money even really bad at selling and story. The goal of an offer is:

  • Increase the perceived value of what is being sold.
  • Make what you sold unique and only available within your special offer.


While the offer was good, it’s not enough to produce sales. You also need a good story that helps your prospects trust you enough to buy from you.

Create a great story, or sales message is not easy. I wish I could go deep into the sales script here. But, it will make the post too long.

I suggest you getting the Expert Secrets book or Copywriting book (Both are free). Reading mastering that book helps you find and tell the stories you need and creates curious Hooks to get people’s attention.


The hook available everywhere; it’s maybe an image on social media newsfeed, email title, a headline on landing pages, video features image on Youtube, etc.

Hook story example funnel secrets

Hook doesn’t provide any value, but it grabs people’s attention to make them stop and read the story. Then you have a chance to show an offer and convince them to take action.

Every sale messages we throw out into the market have dozens of hooks.

  • Before-after pictures
  • Video on landing pages
  • Headline
  • Product images
  • Meme on social media
  • Funny images
  • The list goes on

No matter what it is, keep throwing out until you find the ones that grab prospect attention. That effectively hook customers.

Chapter 3:

Types Of Sales Funnel

Once you understand the content framework and materials required for your sales funnels, this time to create your sales processes. Chapter 3 will learn different types of the sales funnel and how to use it to build your customer journey.

The top, middle, and bottom of the funnel have a different goal, which means you should build different funnels and use different marketing strategies.

Now let get started!

Type of sales funnel builder

Top of the funnel: Lead generation

Lead Funnel is the first stage in your customer journey or steps one on the value ladder.

value ladder and sales funnel

Our goal is to attract potential customers at the top of the funnel and collect their contact information by using freebies that we call a lead magnet.

The most popular framework we have seen was called a “Pop-up” ad.

When the customer visits your blog post, a pop-up will appear in front of the window and tell you to download or get something for free (report, video training, new guide, coupon, etc.).

Many websites build a huge email list by using pop-up ads.

Let see the funnel map below.


Even though pop-ups really helpful for marketers, the market complained, and web browsers built pop-up blockers into their software. So people easily to stop these types of ads.

This is the reason why Lead Funnel as a solution, instead of using pop-ups, we turn pop-up into a page (a squeeze page) where people could give us an email address if they want to see more information and move to the next.

pop-up vs lead funnel

There are so many types of the funnel, help you generate an email list, after analyzing a ton of sales funnel there are 3 that helped us get more leads at the top of the funnel are:

  • Squeeze Page funnel
  • Bridge Funnel
  • Survey Funnel

If you want to learn more about it, click here to visit our knowledge center.

Middle of the Funnel: Get Customers

After prospects go through your top of the funnel, the next stage to digging their pain points, create valuable content on social media or websites and drive them to go deep into your sales process.

The goal is to convert prospects to customers; you start to sell a product or service.

I suggest you need to make a low-ticket offer first because it converts really well. There are two types you should be concerned about:

  • Tripwire Funnel
  • Free & shipping (or Book Funnel)

They’re critical to break even on ads and require new customers and start to get profitable.

The marketing funnel may have more or fewer steps, but they look like this in common.

Core sales funnel strategy

Bottom of the funnel

Keep moving the marketing funnel; the price goes up. Make sure we make a great piece of content to sell a high-priced product. There are two types most marketers used:

  • Webinar funnel
  • Application Funnel (include a sales team to help you close).

Take a look at the sales funnel stages below to understand how it works.

webinar funnel framework

When your price of the product is between $400 – $1000, the best solution is to use a longer- form presentation to explain. People will go through awareness, interest, and ready to buy.

You must break false beliefs and introduce a new opportunity before your customers see the order form.

Create a great presentation require a lot of work and time spent. Luckily, you can get the Perfect Webinar scripts from Russell Brunson (co-founder of Clickfunnels) for $7 only.

And it helps you save time and avoid more effort.

The second way is Application funnel.

Application funnel framework

When your product over $1000, it could be hard to convince the customer to buy it online. We are changing the selling environment from online to offline, which means sales and marketing work together.

In the first step, we try to throw out the better hooks to get their attention. The goal is to make potential customers fill the application form (get leads).

For example, Neil Patel – SEO service.


Next step, your sales team makes a call to close them on the phone, meet at the coffee shop or your office.

If you want to increase the conversion rate, have a sales pipeline is a good idea.

Chapter 4:

Funnel Building

This chapter teaches you how to create your sales funnel, get it up, and live.

I share the guild and provide a bunch of awesome landing page examples and explain WHY it works.


1. Pick the funnel

1. Choose your funnel based on product or service price.

  • Free: Lead funnel
  • $1 – $100: Buyer funnel
  • $100 – $1000: Webinar funnel
  • $1000 +: Application funnel

2. Based on your value ladder 

Look at your value ladder, so you can find what is the best sales funnel for your product.

The value ladder vs sales funnel

In fact, you never know do your sales funnels work or not before testing. Because we can create sales funnel so fast, you just waste 1-2 weeks if it fails. Try a new funnel type until you win.

2. Funnel Mapping

Once you picked the type of funnel. It easily to mapping your sales funnel on the whiteboard. You could learn the framework of any sales funnel in the knowledge center or Funnel hacked from competitors.

However, depending on your offers and solution that your funnel solves, the steps may be more or less.

Here are some questions you should ask yourself.

  • How many landing pages I will add to my funnel?
  • What is the hook on each page?
  • The story
  • The Offer

Draw each page of the funnel, so you know visually the sales process and what you need to create first.

Example of Lead Magnet Funnel map

In fact, you never know do your sales funnels work or not before testing. Because we can create sales funnel so fast, you just waste 1-2 weeks if it fails. Try a new funnel type until you win.

3. Build Your Sales Funnel In Clickfunnels

Clickfunnels is the best sales funnel software I have used to build my entire sales funnel. Despite I am still using WordPress for my blog and landing page. However, Clickfunnels gives me the ability to create sales funnel faster, easier and more features without technical skill or design experience.

If you don’t have a Clickfunnels account, click here to start 14 days trial for FREE.

There are two ways to create a sales funnel in Clickfunnels.

1. Clickfunnels Template

Classic Editor

In the Clickfunnels dashboard, click on the “Build a New Funnel” button to start the process


Based on your goal, the sales funnel stages may be different. The tool suggests three easy paths to build sales funnel.

  1. Collect emails
  2. Sell product
  3. and host webinar
Pick type of funnel in Clickfunnels

Wait for a few minutes; you will drive inside the funnel customize page, where you can edit your sales funnel easily. On the left-hand side are steps of the funnel. You can add a new step or delete it depending on the funnel map that you draw above.

On the right-hand side is the landing page template design you can choose to create each page in the funnel immediately.

Watch the video below to understand the process of creating a sales funnel.

The Funnel Cookbook

The second way to get more templates for your sales funnels is from the Funnel Cookbook.

Step 1: Open the Cookbook


Step 2: Select the type of funnel, goal, and template suggestion.

sales funnel example - funnel hacker cookbook

Step 3: Pick your template and start editing.

how to create Application form inside clickfunnels

Watch the video below to learn how to use the Funnel Cookbook

2. Customize Your Funnel

For some reason, you want to create your sales funnel from blank or customize it as you want. Make sure you understand three essential things in a landing page.

Section: The basic containers for your header, body areas, and footer of your pages. Each section can have its own background image or color.

funnel building section

Row & column: The next step is to create rows and columns on your page. Each section has multiple rows; each row has multiple columns. Providing a structure that is responsive and mobile-friendly.

funnel building column

Element: Each row has multiple elements. It’s the basic blocks on the page (Headline, text, image, opt-in form, call to action button, countdown times, progress bar, and more)

funnel building element

Clickfunnels gives you 40+ different elements that you can quickly add to your pages to help your conversion rate better (customer make a purchase, leave an email address, produce a piece of content convince them ready to buy, etc.)

4. Create a One-Click Upsell page to help effective sales

To help your sale funnels more powerful, here are some different pages you can add in funnel steps based on your type of funnel, products, and services that you sell.

One-Click upsell page: Your new customers can immediately upgrade the order without coming back to the order page and re-fill information.

Via Samcart, one-click upsell helps X1000 better result. Watch the video below to learn how to set up the one-click upsell.

Sticky One-Click Upsell

Chapter 5:

Email Marketing Campaign

In chapter 5, I going to share with you how to create a basic email campaign included:

  • Create high conversion rates for your follow-up email content.
  • Automation triggers
  • Integrate email marketing tool with the sales funnel software
  • and more

Let’s dive right in!

email marketing icon

Email Follow Up

When someone joins the list, we take them through a process where we send multiple emails to tell a story, each email hooks subscribers to read the next email.

The goal is to build a relationship and report, then convince them to buy your product or service.

Email marketing funnel secrets

You can have up to 50 days long in the beginning (emailing four or five times a week) and eventually be six months to a year long.

However, if you’re a sales funnel beginner, I highly recommend you don’t write more than 10 emails. Because you don’t know whether your sales funnels work or not, so writing more emails will waste your time and effort.

The goal here is to create sales funnel fast as soon as possible to figure out the right offer and hook.

How to create an email marketing campaign?

I usually use Active Campaign software to create the email follow-up series and broadcast.

This section is not meant to be a full tutorial on how to use Active Campaign, as you can find step-by-step tutorials inside the software to help you create email automation.

Rather, I’d like to give you a “quick start” of the process. Watch the video below to learn how to set up new welcome email automation.

After complete your follow up an email campaign, we integrate Active Campaign with the sales funnel software. This means people will be added to the list and receive emails automated.

Chapter 6:

Sales Funnel Optimization

After creating a sales funnel, this time to make it live. Your funnel may help your business generate leads and acquire customers.

The bad news is most of the funnel doesn’t work the first time. You must test your funnel in the real world to be sure.

In this chapter, you will learn how to optimize and fix your funnel.

sales funnel optimization icon

A/B Testing

A lot of time, when you faced with a landing page decision, you trying to decide what content better to use, such as:

  • Headline
  • Image
  • Color
  • layout
  • Button

A good way to do it is to create two or three different variations, then compare them side by side to see how customers react to them and use that data to make a decision.

Inside Clickfunnels, we easily split each landing page in a funnel and set how many percent traffic visit each version.

Clickfunnels split testing

A/B testing is a tool, but it’s not a religion. The main problem that I can see with A/b testing is that many factors can impact a test like that. Set up a proper test and know your test has reached a statistical significance, meaning there have been enough people who have gone through both A and B for the result to be meaningful.

The result is sometimes misleading. It’s just a random coincidence that one test has performed better than the control. Split testing is good, but they have their own flaws.

A simple trick I learned from Alex Mehr – CEO & Co-Founder of Mentorbox, is using A/B – B/B testing to trust the data that I have got.

A/A - B/B Testing

Instead of creating two landing page variations, we create four versions of the landing page (two for test A and two for test B with the same design but 2 variations)

sales funnel optimization split testing tips

Then we will run traffic to it or test. Most of the time, the results of two buckets of similar design will be different. That means they’re the same thing, but they’re showing different results. We wait until

  • Bucket one A equals bucket two A.
  • Bucket one B equals bucket two B.

You can now trust these experiments because the same design resulted in the same conversion rate. Then you can compare A and B, and that would actually eliminate a lot of misinformation that split testing can cause.

I know a lot of people these days using split testing a lot to make decisions. But in my experience, split testing is not done right, or believing in split testing outcomes that are actually not right, and just a fluke is worse than not knowing even.


At this point, you understand how to create an effective sales funnel.


Now, I want to share with you some resources to help you create your sales funnels faster and easier.

Let jump right in!

sales funnel guide bonus

Funnel Builder Resources

Other Sales funnel guide resources


I hope you enjoyed my new sales funnel guide and understand how to build a sales funnel from scratch.

Now, I want to hear from you.

Which technical you like from this guide? Do you have any questions or roadblocks when you create your sales funnel?

Either way, let me know by leaving a comment below. I will add it to the sales funnel Q&A section below.

how to create a sales funnel conclusion

Sales Funnel Q&A

We make a sales funnel following 7 steps:

  1. Define niche and customer avatar
  2. Create offers around them, divide it into the values ​​ladder, and arrange the upsell / downsell properly
  3. Pick type of funnel
  4. Create landing pages in the funnel
  5. Set up an email campaign ( you may be added SMS, Facebook chatbot)
  6. Testing
  7. Funnel optimization

Depend on your knowledge and the tools you used so that the cost will be different. This is the reference price:

  • Landing page tools (pick one): Clickfunnels $97/month, Leadpages $37/month, Unbounce $80/month
  • Email automation tools: Getresponse $15/month, active campaign $15
  • Ebook, course, product mockup: start at $10 on Funnelrolodex and Fiverr
  • Sales Funnel Copywriting: Sales copy start at $125, ebook writing > $300, email > $200, headline $90 (the price from Funnel Rolodex) Or you can use Funnelscripts (lifetime $797) to do all and more.
  • Shopping cart: Samcart $49/ month, or Stripe 2.9% + 30¢ per successful card charge

I don’t know what FREE means, but you must have landing page software, email marketing, and shopping cart service. Except for these tools above, everything you can create for free by yourself.

There are so many variables in your funnel, but 3 essential things decide whether your funnel is doing well.

  1. Hook
  2. Story
  3. Offer

Somehow, your funnel is not working effectively. You should take a look in:

  • What’s a hook on this page? What could we do to make it better?
  • What’s about the story? Does it build the perceived value of your offer?
  • What’re people think about the offer? How could we make it sexier?

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