How to Map Out Your Own Sales Funnel

If the idea of creating a "sales funnel" feels overwhelming—or like it belongs more in a corporate meeting room than your cosy home office—you’re definitely not alone. For small businesses and creative entrepreneurs, funnels often feel unnecessarily complex and intimidating. But the truth is, a funnel is just a simple way to understand and gently guide the journey your customers take with you.

No jargon. No pushy tactics. Just clarity and a thoughtful approach to connecting with people who might love what you offer.

A funnel is a journey—not a complicated system

Forget about complicated diagrams and expensive software. Instead, picture one real customer: how did they find you? What made them stick around, decide to buy, or reach out? Your funnel is just the map of that journey, helping you see where people might need more clarity or encouragement.

Five simple stages of your sales funnel

To make things straightforward, break your funnel down into these five stages:

• Awareness – How people discover you (social media, search, word-of-mouth).

• Interest – What catches their attention and keeps them curious (content, free advice, your personality).

• Trust – How they start believing you're the right person or product for them (reviews, testimonials, consistency).

• Action – The moment they book, buy, sign up, or contact you.

• Follow-up – How you stay connected after they’ve taken action (email newsletters, community, social media).

You don’t need fancy technology; a simple notebook or a digital document is enough.

Keeping people gently in your orbit

Not everyone who discovers you is ready to buy right away. People hesitate for plenty of reasons: timing, budget, uncertainty, or simply not being quite ready. This doesn't mean you've lost them forever—it means you should keep them comfortably in your orbit until the timing feels right.

Some easy ways to do this:

• Regularly share useful or inspiring content.

• Offer low-pressure options like a newsletter or community space.

• Host free, helpful workshops or sessions occasionally.

• Stay visible, authentic, and consistently supportive.

  
  

Breaking down barriers to action

Sometimes, customers hesitate because of small but critical barriers. Maybe your pricing feels unclear, they’re unsure if your service is right for them, or they just want reassurance from talking with you first. Removing or softening these barriers can significantly boost your conversions.

Here’s how you might do this, gently and authentically:

• Offer free consultations or introductory chats.

• Provide short trials or taster sessions.

• Clearly display your prices, processes, and what's included upfront.

• Share relatable case studies or genuine testimonials from past clients.

• Offer flexible, lower-risk ways to start working together (like monthly subscriptions or pay-as-you-go).

  
  

Lead magnets and mailing lists: Only if they feel right

"Lead magnet" is just marketing-speak for giving someone something useful in exchange for their email. It could be a guide, checklist, or free mini-course. These can help you build connections, but don’t feel pressured into making one just because "everyone" does.

The best lead magnets feel generous, genuinely useful, and fully aligned with what you offer. If that doesn’t feel right for you, don’t force it.

How many touchpoints does it take?

You may have heard it takes seven touchpoints before someone buys from you. This old rule isn’t precise—it’s about quality rather than quantity. Instead of focusing on numbers, focus on making each interaction valuable and authentic.

You don’t have to be everywhere. Choose one or two channels (email, social media, or your website) where you show up clearly and consistently.

Final thoughts: Make your funnel reflect your values, not just marketing rules

Your sales funnel doesn’t need to feel corporate, complicated, or cold. Done right, it feels human, supportive, and easy for people to navigate.

Take a few minutes today to sketch out your funnel simply and honestly. Identify where people might feel stuck, uncertain, or unclear—and make small, thoughtful improvements there. You’ll quickly see the difference.

Ultimately, the best funnels don’t feel like funnels at all—they just feel like you.