How To Build A Lead Funnel

The other day I was listening to the Marketing Secrets podcast with Russel Brunson and he was talking about the number one asset a business has. It’s an email list. I started thinking to myself, have I been doing this right, so I did a quick search for how to build a lead funnel and found a bunch of different ways to do it.

I couldn’t quite find the information that I wanted, but it really got me thinking about some of the Lead Funnels I’ve built, and how I don’t spend as much time focusing on generating leads as I should. Building a list of qualified leads has always been something of a byproduct of what I was doing. In this post we’re going to talk all about how to build a lead funnel for you business.

As a small business owner, one of the most important things you can do is build a lead funnel to capture leads and grow your list. It’s an essential part of building your sales funnel pipeline. Most entrepreneurs and business owners know this, including myself, but don’t focus enough on this aspect of building their business.(Also, including myself)

What Is A Lead Funnel?

In a lot of ways a lead funnel is like a sales funnel. There are a series of steps in the lead funnel that attract and nurture the lead. For the purpose of this post, we’re going to talk about a lead funnel in the sense that we are attracting a lead and convincing them to opt-in to our lead capture form with some sort of lead magnet. With that in mind, a lead funnel is the funnel you would used to attract and capture a lead without the intent to sell right away.

The Lead Magnet

Before you can begin to build your lead funnel, you need to know what your offer is. This is the critical part of your lead funnel. We live in a world where every website is looking to capture the email address of their visitor. Why should your visitor opt-in to your lead funnel? That’s the question you should be asking yourself before you start to build your lead funnel.

Creating your lead magnet could be a whole post on its own and I won’t get into as much detail as I could here. The big thing you want to think about here is what does your audience, or prospect looking for and how can you package that into a product that gives them what they’re looking for. Keep in mind it doesn’t need to have every single detail, but it does need to be enough to make the lead think it’s worthwhile. In other words, make it awesome!

Ideas For Lead Magnets

What if you don’t have a lead magnet? That’s the million dollar question. My biggest recommendation is to take some time to develop one. You can check out my sales funnel training lead magnet here to get an idea where you could go with it.

Here’s a quick list of Lead Magnet Ideas for your Lead Funnel:

  • Write an Ebook
  • Create a Contest or Raffle
  • Create a Step-by-Step Checklist
  • Create a Cheat Sheet
  • Interview an expert in your field
  • Create a Free Trial
  • Create a Video Training Series
  • Create an Audio Interview Series
  • Give away a Free App or Chrome Extension

The list could go on and on. There really isn’t a limit to what you can do to create a lead magnet. One thing you will want to keep in mind is that speed here is key. It’s better to have a lead magnet that is good enough to get started and then make it better later. Speed to market is king here.

Note: You may have run across an article or video or two that mentions using PLR(Private Label Rights) content for your lead magnet. I would be extremely careful with the type of PLR content you try to use. In my experience, most of it is terrible. You’ll be much better off creating something yourself or hiring out a freelancer to create something for you.

Now that you have your lead magnet ready to go, it’s time to start building out the lead funnel.

The Landing Page

After the the lead magnet, the landing page is the next step in the process of building your lead funnel. Your landing page is where you’ll direct all your traffic. That could be free traffic from YouTube, Facebook, or Instagram. Or, it could be paid ads through Google or Facebook. Either way, this is where you need to convince the prospect that the lead magnet is what they’ve been looking for.

Sometimes this is simple. You’ve been nurturing them with content on your YouTube Channel, Podcast, or Blog and they already know and like you. They may be on the verge of trusting you. Your landing page may only need a good headline and a call to action in order to move them along to the next stage of the funnel. This is the idea situation and generally comes with warm or hot traffic.

If your traffic doesn’t know who you are or what you do, then the landing page will probably need a little more meat to convince them to enter in their email address. This is where your story comes in. Instead of just a catchy headline and a call to action, it may be better to tell your story behind the offer. What was the revelation you had that prompted you to create it and why would it benefit them. This doesn’t need to be an hour webinar. A quick 2 minute video is perfect for this.

If you’re not comfortable getting on video, you may want to write out the short version of your story on the landing page. Again, it doesn’t need to be long, but your prospect should have a solid understanding of how your lead magnet can help them.

Once you’ve got a solid headline and story it’s time to add your call to action. Personally, I like to use a button that will open up an opt-in popup. Generally, I’ve seen better conversions this way. Some like to add a name and email field on the landing page. It’s really up to you on how you do it. I would say try both and test it out.

The Opt-In Pop Up

Now that you have your landing page ready and your call to action button set, then it’s time to work on the pop up. There are all sorts of tests out there on conversion rates for opt-in. In general, just collecting an email address will get you a higher conversion rate, but I like to collect both the First Name and Email Address at this point.

I’ve read that collecting a phone number, while it may lower your conversion rate, will get you a more qualified lead. Plus, you have the opportunity to follow up with them via SMS, or a phone call. I’ve never tried this, so I can’t really speak to how well it works.

The Thank You Page

The final step in you lead funnel is the Thank You Page. With the Thank You Page in your lead funnel you can take your time and get creative. There are a few things you can do to really stand out from the crowd here. One way to do that is to record a video thanking the person for signing up and directing them how to get access to your lead magnet. You could also link directly to the lead magnet itself. My favorite thing to do is to create a video thanking them for signing up, give them next steps in the video, and then direct them to their email inbox to receive the lead magnet.

The reason I like to direct people to their email is that it trains them to start opening your emails. Plus it’s a good boost signal to your their inbox provider that the email isn’t spam. These are all things that you’ll want to consider now that they’ve opted in as a lead and are now on your list.

Following Up With Email

Okay, so I said the Thank You Page was the final step, and that was kinda correct. It is “technically” the last page in the lead funnel. However, your job isn’t done there. Once you have the lead it is time to nurture the relationship. Your email sequence is key here. I recommend starting with a “getting to know you” series of emails. It could be one email or it could be up to three emails. It all depends on you and your business. From there, I would put the customer through a sequence of educational emails. Teach them things. Get them to know, like, and trust you. Build value and you’ll make the sales process a whole lot easier.


Now that you understand how to build a lead funnel, and what it is, I hope you now have some ideas of what to include in yours. We’ve covered all the components of a lead funnel. From the landing page to the opt-in pop up, and the Thank You Page to the email followup.

A lead funnel is a critical part of building your business online. The lifeblood of any business is the leads it collects and I encourage you, if you haven’t already, to start building your leads today.

If you’re looking for a way to build and optimize your lead funnels quickly and easily I encourage you to grab your free trial of ClickFunnels here. For signing up through my link you can check out my exclusive bonuses below.


Hi! I'm James. I've been building Sales Funnels for myself and small businesses all over the US. These post are design to offer you the most helpful content I can provide to get you started on the right foot.

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