Before we get into specific objectives I want to touch on the funnel model. This is an important concept for you to understand. It’s a fundamental part of business, and it’s a fundamental part of building a business website.
The top of the funnel is a wide net that catches a broad range of people. You’re grabbing their attention by offering content that’s relevant to them *and* your business.
Tip: Entertain, Educate, or Empower your visitors. Entertain with interesting or funny content. Educate with guides or advice. Empower with usable tools or templates. (We’ll cover more content strategy in another lesson.)
As you work into the middle of the funnel, you’re filtering out the visitors you don’t want. These are the people who definitely won’t become leads. It’s like when people wander into the wrong section of a department store. They’re not going to be a customer.
For those still in the funnel, you’re trying to figure out what information or solutions they’re looking for. And as you narrow down the potential options, you’re moving towards the bottom of the funnel.
At the bottom of the funnel you’re aiming to make a sale, or begin the process of making a sale by connecting these leads to sales reps.
Make sense? Good. Let’s keep going.