You’ve probably heard people talk about marketing funnels — but what exactly are they?

If you’ve ever wondered how to take someone from discovering your business to becoming a paying client (without manually chasing every lead), a marketing funnel is how you do it.

People often get confused and think they need a specific piece of tech to build a funnel. A client recently asked me if you could build funnels in Squarespace? The answer, of course, is yes — you can build a funnel in any system or tool you already use. A funnel isn’t a piece of software; it’s simply a way of making your tools work together in a logical, automated flow.

Think of a funnel as a series of connected steps that guide someone through their journey with you — from first discovering your brand to booking, buying, or joining. It’s a way to automate parts of that process so your business keeps moving, even when you’re not online.

What Is a Marketing Funnel?

At its simplest, a marketing funnel is just a customer journey with structure and purpose. It helps you attract the right people, build trust, and gently lead them towards a decision — usually a sale or booking.

A typical funnel has a few key stages:

Top of the funnel: Awareness — someone discovers you (through social media, SEO, or word of mouth).
Middle of the funnel: Nurture — you share value and build trust (often through email or content).
Bottom of the funnel: Conversion — they take action (buy, book, or sign up).
Beyond the funnel: Retention — you delight them with great service and encourage repeat business.

You can picture it as an upside-down triangle: wide at the top (lots of people finding you), narrowing as people move closer to becoming customers.

Why Funnels Matter for Small Businesses

Funnels sound fancy, but really they’re about making your marketing easier and more consistent.

When done well, a simple funnel can:

Turn interest into sales automatically
Build trust and connection without constant effort
Save time by automating repetitive tasks
Create a smoother, more professional experience for your clients

If you ever feel like you’re doing lots of marketing but not seeing results, it’s usually because there’s no clear funnel in place.

Types of Funnels (and How They Work)

There are many kinds of marketing funnels, depending on your goals. Here are the most common ones for small businesses:

1. Lead Generation Funnel

Goal: Grow your email list.
Example: Free guide or checklist → sign-up form → welcome sequence → nurture emails → soft pitch or offer.

2. Sales Funnel

Goal: Sell a service, product, or digital offer.
Example: Sales page → checkout → thank-you or upsell page.

3. Evergreen Funnel

Goal: Sell automatically over time.
Example: Automated email sequence → timed offer → purchase page.
Perfect for courses or digital products that don’t need live launches.

4. Webinar Funnel

Goal: Educate and sell through video.
Example: Registration page → reminder emails → live or pre-recorded webinar → follow-up offer.

5. Discovery Call Funnel

Goal: Book 1:1 calls or consultations.
Example: Free resource → nurture emails → “Book a Call” CTA → scheduling page.

6. Onboarding Funnel

Goal: Create a smooth client experience.
Example: Contract + welcome email → onboarding form → project management setup.

7. Reactivation Funnel

Goal: Reconnect with old clients or subscribers.
Example: “We’ve missed you” email → new offer or freebie → re-engagement series.

The Tech That Makes Funnels Work

You don’t need complicated tools or expensive software. A funnel is simply a few pieces working together — the tools you already use just need to connect and communicate.

Landing Page

This is where someone first arrives — maybe from a social post, ad, or link in your bio.
It’s a focused page with one clear goal: to capture attention and encourage a single action, such as signing up, booking, or buying. You can easily create this in Squarespace using a simple standalone page or a page section with minimal distractions.

Form or Sign-Up

Once you have attention, you need a way to collect details. This is usually a form where someone enters their name and email in exchange for something valuable — a free guide, resource, or newsletter. Forms in Squarespace, ConvertKit, or Flodesk can all handle this step.

Email Automation

Once someone signs up, you’ll want to follow up automatically. Email automation tools like ConvertKit, Flodesk, or MailerLite let you send welcome emails, nurture sequences, and offers without lifting a finger. Your funnel’s job here is to keep building trust and guiding your new lead toward your goal — whether that’s a booking or a purchase.

CRM or Tracking

If you work with clients one-to-one, a CRM (Client Relationship Management system) like Dubsado, Notion, or even a simple spreadsheet helps you keep track of where each lead is in your process. This isn’t essential for every funnel, but it’s helpful for service-based businesses who want to stay organised.

Checkout or Payment

When someone’s ready to buy, they need a smooth checkout experience. You can handle this easily through Squarespace Commerce, ThriveCart, or Stripe, depending on your setup. The key is to make it quick and friction-free — no extra clicks, no confusion.

Scheduling

If your funnel leads to booking a call, a discovery session, or a VIP day, tools like Squarespace Scheduling or Calendly integrate beautifully to make that final step simple. This ensures your new lead can instantly choose a time that suits them without endless back-and-forth emails.

Building Funnels in Squarespace Alone

A common misconception is that you need a separate piece of software to create a funnel — but you don’t. If your business runs on Squarespace, you already have everything you need to build simple, effective funnels from start to finish.

Lead Generation Funnel

Create a landing page promoting your freebie or newsletter.
Add a form block connected to your Squarespace Email Campaigns.
Use automated email campaigns to send your freebie and follow-up emails.
Link to your services or offers at the end of your sequence.

Sales Funnel

Build a focused sales page for your product, service, or digital offer.
Use Squarespace checkout or digital product delivery to take payments.
Direct buyers to a thank-you page or follow-up automation through Email Campaigns.

Discovery Call Funnel

Create a simple landing page outlining the benefits of a call.
Add a booking form or embed Squarespace Scheduling.
Send a confirmation email with next steps.
Optionally, follow up automatically with a nurture email through Squarespace Email Campaigns.

Onboarding Funnel

Use automated emails to welcome new clients and send links to forms, contracts, or guides.
Add client-only pages (protected by password or Members Area access) to host onboarding materials, videos, or documents.

Digital Product Funnel

Combine a sales page, checkout, and digital product delivery page.
Squarespace can automatically send your product download and confirmation email — no external software needed.

With just a few well-connected pages and automations, you can create powerful funnels that feel seamless for your clients — all within Squarespace.

How to Start Building Your First Funnel

Start with one clear goal.
What do you want people to do — book a call, buy a product, or join your list?
Map the journey.
List every step someone needs to take to reach that goal.
Choose simple tools.
Use what you already have — you can always add more later.
Automate and test.
Create your forms, emails, and pages, then walk through the process yourself.
Refine over time.
A good funnel evolves — you’ll learn what works as you go.

Final Thoughts

Funnels aren’t about tricking people into buying. They’re about creating a clear, effortless path that helps your ideal clients get what they need — and helps you run your business more smoothly.

Start small. Automate where it makes sense. And let your systems do the heavy lifting so you can focus on what you do best.

Need help setting up your funnel?

In just one day, I can help you design and build a simple, seamless funnel that works — from lead magnet to email automation.

Learn more about my Tech & Systems VIP Day →