Funnels tend to get a bad reputation. They’re often framed as overly technical, complicated, or “internet marketer–ish.” And for many behind-the-scenes leaders, funnels feel like something you should understand… but don’t necessarily want to touch.
Here’s the truth: funnels don’t need to be complicated to work. They just need to be intentional.
In this behind-the-scenes look, I’m breaking down how I actually think about funnels when I’m building them with clients, not from a hype or tactics-first lens, but from an integrator’s perspective that prioritizes clarity, experience, and simplicity.
If you’re the one supporting offers, launches, programs, or marketing behind the scenes, or you’re starting to realize you’re already doing integrator-level work, this is for you.
What a Funnel Really Is (And What It’s Not)
At its core, a funnel is simply a path.
It moves someone from:
- Not knowing you very well
- To understanding your thinking
- To trusting your voice
- To getting small wins
- To being ready for the next step
People often describe funnels as “cold to warm to hot,” but I prefer to think of them as experience-based.
A good funnel allows someone to experience:
- How you think
- How you help
- What it feels like to work with you
Before you ever ask them to commit to something bigger.
Where funnels usually go wrong is when they start with tactics instead of intention.
Start With the End in Mind
Just like building a virtual event or a client workflow, funnels should always begin with the end result.
Before touching tech, emails, landing pages, or automations, the first question is always:
Where do we ultimately want someone to end up?
For many businesses, that endpoint is a signature program or core offer. Every part of the funnel should support that outcome.
Instead of asking:
- “What freebie should I make?”
- “What should I sell for $27?”
We ask:
- What does someone need to understand before they’re ready?
- What mindset shift needs to happen?
- What problem needs to become clear?
- What kind of win builds momentum?
This is classic integrator thinking… vision first, then reverse-engineer the path.
Why Pillars Matter in Funnel Strategy
Most businesses have between three and six core pillars, which are topics or problems they consistently address and help solve.
Funnels work best when they’re connected to one specific pillar, not when they try to solve everything at once.
For example:
- If pricing is a pillar, the funnel should support pricing clarity.
- If leadership is a pillar, the funnel should create confidence and authority.
Pillars help answer:
- What’s the right entry point?
- What’s the right free win?
- What problem are we solving first?
This clarity prevents overcomplication and keeps the funnel focused.
The Role of the Free Opt-In
This is the part most people jump to first… the freebie, lead magnet, or opt-in.
All of these terms mean the same thing.
The purpose of the free opt-in is simple:
- Solve one problem
- Create one clear win
- Point toward the bigger solution
Not to overwhelm, not to impress, just to help.
From a systems standpoint, this usually includes:
- A landing page
- A name + email form
- A delivery method (email or thank-you page)
This is where someone raises their hand and says, “Yes, I want help with this.”
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Tripwires, Order Bumps, and Easy Yeses
After the opt-in, this is where we often introduce a tripwire, a low-priced offer that complements what someone just received.
Think:
- A tool that helps implement the free resource
- A short workshop
- A practical next step
Tripwires are typically:
- $7–$47
- Easy yes decisions
- Supportive, not pushy
From there, an order bump may appear on the checkout page, a small add-on that adds value and momentum.
Sometimes there’s also an upsell after purchase, still aligned, still supportive, and never overwhelming.
The guiding question is always:
What would genuinely help them move forward next?
Nurture Is the Long Game
Here’s the part many people overlook: not everyone buys right away, and that’s okay.
Someone might:
- Opt in today
- Follow along quietly for a while
- Join your offer months or even a year later
Funnels are about building relationships over time.
Once someone is on your email list, you can:
- Continue nurturing trust
- Invite them into aligned offers
- Bring them into workshops, challenges, or programs when the timing is right
Consistency and clarity matter more than urgency.
Why Workflows Are the Missing Piece
This is where integrators truly shine.
A funnel workflow documents:
- Every page someone sees
- Every email they receive
- Every tag, trigger, and automation
- Every decision point along the way
I like to write this out step-by-step in plain language:
- They visit this page
- They receive this email
- This tag is applied
- This automation is triggered
Why this matters:
- The visionary gets clarity without living in the tech
- The team knows exactly how the system works
- Changes become easier and cleaner over time
Without documentation, systems become confusing fast, especially as teams grow.
Simplicity Is the Strategy
I don’t call myself a funnel expert. I call myself a simplicity expert.
People are overwhelmed. They don’t want long, fluffy sales pages. They want clarity, real humans, and easy yeses.
Funnels don’t need to be complicated. They just need to be intentional.
If you’ve been listening and thinking:
“I already think this way — I just don’t have the language or structure for it yet…”
That’s exactly what integrator work looks like.
Stepping Fully Into the Integrator Role
This is why I created the Integrator Bootcamp, to give behind-the-scenes leaders the structure, language, and confidence to own the work they’re already doing.
Inside, I break down:
- What integrators actually do
- Real behind-the-scenes workflows
- How to step into this role with clarity and confidence
If this work resonates, you’re already closer than you think.
And as always, thank you for doing the quiet work behind the scenes and leading with integrity.
