Boy, have I got a sales funnel template for you!
I’ve been generating leads through digital marketing for the past 10+ years, and I’ve distilled all of that experience into this simple (but powerful) sales funnel template for SaaS marketing and any other industry.
Actually, it’s a system of four templates that combine to form one powerful sales funnel template. Kind of like Voltron.
These four must-have sales funnel templates that will supercharge your current marketing efforts.
You can apply these templates in any software (or without software, using our lead generation website template). By combining them, you will have a powerful lead generation platform to:
- generate leads at every stage of the funnel
- nurture them from the top of the funnel to the bottom
The sales funnel templates below will allow you to set up a full-funnel lead generation platform in no time. And you won’t have to go looking for lead generation companies!
How to Build a Sales Funnel
Before we dive too deep into the weeds, let’s cover some basic questions that come up when discussing sales funnels (if you’d rather get right to the point, skip this):
What is a Sales Funnel?
A sales funnel is just the path your leads go through on their way to becoming customers. If you’re selling something, you’ve got a sales funnel. Even if you didn’t plan it.
If you didn’t consciously design your sales funnel to guide your leads through the process to a sale, then now is the time to start.
Why Design a Sales Funnel?
The reason you should plan your sales funnel ahead of time (and the reason sales funnel templates exist), is because when you plan out your funnel, you’re able to see where you’re missing out on sales. That way you’re able to make optimizations to increase your conversion rates and your close rate.
How Do You Build a Sales Funnel?
These are the key components of any sales funnel:
First, you’ll need a traffic source. This is how you’ll fill your funnel. You can use paid search, paid social, SEO, organic social, or even offline methods (e.g., trade shows).
This is where you’ll direct your traffic. Besides compelling copy, the main components of your landing page are the call-to-action and the offer.
This is where you’re asking your visitor to do something. Some possible actions are submitting a form, signing up for a demo, or making a phone call.
The form is where you’ll collect your visitors’ information. A form isn’t always necessary. If your main objective is to get phone calls, a form could be detrimental.
Your offer is the value you provide in exchange for your visitor following through on your CTA. For instance, they give you their email and you send them a coupon.
Thank You Page
This is where you say thanks, and you may provide the offer here via something like a download link or a printable coupon.
At earlier stages of the funnel you can include other offers on your Thank You pages to pull your leads down the funnel.
Here’s where you give them what they signed up for and potentially share another offer. It’s hard to mess this one up, so don’t be afraid to get creative. Look for any opportunity to maximize the value of your confirmation emails.
What’s the Difference Between a Sales Funnel and a Marketing Funnel?
A sales funnel is a lot like a marketing funnel. In fact, some people would say it’s the exact same thing.
If there’s a difference, it’s that the sales funnel doesn’t start until your leads are qualified.
Why Use a Sales Funnel Template?
Prospects will come to you at all stages of the funnel, but a sales funnel template is a map of the complete path from start to finish.
If your sales process a cobbled together mess or your close rates aren’t what you think they should be, you’ll benefit from creating a top-to-bottom view of all sales funnel stages. A sales funnel template can help you start to get organized.
So if you’re looking to manage your sales pipeline by filling it with leads at all stages of the funnel, check out this funnel designed specifically to keep your pipeline full from top to bottom.
Now that you understand the basic building blocks we’ve got to work with, let’s talk about how you can combine them to work for you.
The Power of 4 Sales Funnel Templates
The funnel I’m going to show you is the Inbound Sales Funnel, and it’s actually a combination of four funnels. First, there’s the Qualification funnel (to make sure you’re only selling to likely customers).
Then there’s one for each stage of the buyer’s journey (Awareness, Consideration, and Decision).
How a Sales Funnel Works
Here’s how one segment of your funnel might look:
Your prospect finds your blog post after searching Google
At the end of the blog post, your prospect clicks a call-to-action promising them an ebook
- Lead Generation
The landing page has a form on it that your prospect fills out to get the ebook
Your prospect is then sent to a thank you page with the download
These four marketing funnel templates apply an inbound approach to paid lead generation (hence the name). That means they are designed to deliver the right ads to the right people at the right time.
Supercharge Your Funnels With Remarketing
Although inbound marketing is usually considered to be almost synonymous with content marketing, the Inbound Marketing Funnel Template relies heavily on digital advertising (primarily remarketing).
The first funnel in our sales funnel template is the Awareness funnel. Your Awareness funnel will direct everyone who has ever been to your website to content that is relevant to their early stage of the buyer's journey. The Awareness funnel exists to:
- Make people aware of your brand
- Make people aware of the problem you solve
- Generate leads that you can nurture down the funnel
This ad should lead to a landing page with a simple offer (a checklist, list of tips, brief ebook, etc.). Don't ask for too much here. Just get their first name and email address.
Here's an example:
The next funnel in our sales funnel template is designed to get more information from potential customers moving through the buyer's journey. You want to remain educational at this point. Help them consider the different types of solutions that exist.
This ad should lead to a landing page with a more robust offer. A whitepaper discussing the many options that exist to satisfy their needs, for example.
Here's an example of a Consideration funnel:
This is where you close the deal. Here's where you see if your sales funnel template is a stud or a dud.
Depending on what you sell, this funnel could offer a limited time discount, a free consultation, or a demo.
Make sure your form gets the rest of the information you need to follow up and make the sale. Then, if they don't close after a few days, follow up with an explicit sales pitch by email and/or phone.
Here's an example of a Decision funnel:
Sales Funnel Template Traffic Breakdown
When you use this marketing funnel template, most of your traffic will come from Facebook and Google Ads.
Your Facebook remarketing lists will grow as more people visit your website. Each time they come back you'll be building your brand. It will also increase the chance that they'll become interested in other sections of your site.
For example, they may come to read a blog post, and then start wondering about the features of your product.
When they click to go to your features page, they'll be moved down the funnel into your Consideration audience. (Of course, that's assuming you set it up right!)
Your Google ad will focus on purchase intent keyword. You can also use a remarketing list for your search ads. That way you can include a bid adjustment for anyone who has been on your site before.
Why? Because return visitors will be more likely to make a purchase than someone who has never heard of you before.
How Much Should You Spend on Ads?
If you're wondering how much you should be spending on ads, I've created an ad spend calculator to help you determine how much you can afford.
How to Optimize Your Funnel
Remember: getting traffic to your landing pages is only the first step.
I talked with Brandon Weaver, Head of Content at Instapage, and he said that one of the biggest mistakes he sees beginners make is that "[t]hey don’t focus on the post-click stage as much as the pre-click (keyword ad targeting, job titles, geo-based, email segmentation, etc.)."
A Quick Word About Lead Gen Software
There's nothing wrong with using lead generation software! "It will save you a ton of time, reduce your frustration, and free up your creativity to allow you to focus on the marketing,"
John Parkes, VP of Marketing at ClickFunnels, told me. "Wouldn't it be worth $97/m to make all of the headaches go away?"
If you do decide to go with a sales funnel software solution, that's cool! But take some advice from Brandon:
Look at customer reviews, unique features that you need, but just because big brand names use a particular software, are they in your industry/are they the best case studies to review in your purchasing decision? They may have different use cases than yours.
Anyway, now that you've finished this article, and this one, I hope you won't feel like any additional software is necessary.
If you do choose the software route, here's some parting advice from John over at ClickFunnels on choosing the right sales funnel software:
Look for a funnel software that is simple to use, produces high converting and beautifully designed funnels and has the various pieces that they need to complete their entire vision.
You may also be interested in funnel mapping software, which helps to visualize your funnel.
Should You Pay for a Sales Funnel Template?
After reading this guide, I hope you realize that you don't need to do that (unless you want to).
If it's early in the game and you're trying to keep costs low, I've actually written a guide to show you how to generate leads without spending any money. Check out my definitive guide, How to Build a Lead Generation Website.
But John warns that many business owners underestimate the difficulty of "integrating shopping cart systems, lead capture systems, email follow up systems, and more all on a CMS."
"It seems easy until you begin to do it, and then you realize you need quite a bit of technical know how to get it all built out," John said.
Brandon recommends honestly assessing whether you have the experience and know-how to DIY your marketing funnels.
"Don’t forget, it’s your business so if you can’t realistically say “yes” to the experience, can you really leave your business success all to chance by not investing in modern software?" Brandon said.
John makes a great point, but before you go dump a lot of your money into software, I hope you'll take what you've learned in this article and give it ago yourself (unless you've got a big budget burning a hole in your pocket).
The information I've shared with you in this article is a great foundation for driving more leads and growing your business online— without spending $97/mo on ClickFunnels. (Spend that money on ads instead!)
If you want to know more about building funnels with the Inbound Sales Funnel Template, check out the following posts. By the time you're finished reading a couple of these bad boys, you'll be building your own sales funnel templates.