How to Build a Simple Marketing Funnel for a Small Business
Many small business owners hear the phrase “marketing funnel” and immediately picture something complicated, corporate, and overwhelming. But a funnel is really just a simple way of guiding people from “I’ve never heard of you” to “I trust you and I want to buy from you”. This guide walks you through the essential building blocks so that you can create a funnel that feels natural, supportive, and effective, without overcomplicating things.
What is the marketing funnel, really?
You may have heard of the marketing funnel. At its core, a marketing funnel is just a way of understanding how people move towards buying from you.
Most people don’t land on your website or Instagram page ready to purchase immediately. They need time to understand what you do and decide if you’re right for them.
A funnel simply acknowledges this reality and helps you support people through that journey, instead of expecting instant conversions.
You probably already have a funnel, it’s just not intentional yet.
The stages of the marketing funnel
While funnels can be shown in lots of different ways, a simple version has four main stages: Attract, Engage, Convert, Retain. Let’s walk through each one.
Attract: getting in front of the right people
This is the stage where people first discover you. That might be through social media, a Google search, word of mouth, collaborations, or being tagged or recommended.
The most important thing to remember here is this: Your audience is never “everyone”.
Trying to attract everyone usually results in attracting no one in particular. A more effective approach is to get clear on:
who you help
what problem you solve
why someone would choose you
The key in this stage is being relevant. In marketing we often talk about things that “stop the scroll”.
Engage: building trust through valuable content
Once someone has found you, the next step is trust. This is where you show your audience who you are and how you can help them.
The Engagement stage can come in many forms, such as:
helpful blog posts
social media content
free templates or resources
emails
behind-the-scenes snippets into your work
This stage is all about helping your audience realise: “This person understands my problem.”
We’re not selling yet. We’re building trust. And trust is built through clarity, consistency, and generosity, not pressure.
Convert: making it easy for people to buy
This is where you sell your product or service, and it’s done after the awareness and the engagement. The audience at this stage consists of people who have warmed up to you.
One thing worth highlighting is that conversion doesn’t mean convincing or persuading. You’re not trying to talk people into buying. Instead, conversion is about removing doubt and helping the right people feel confident saying yes.
I often think of this stage as objection busting.
Instead of pushing harder, you answer the questions people are already quietly asking themselves:
“Is this worth it?”
“Is this right for me?”
“What’s it actually like?”
“Will I regret this?”
I hear your next question: “What does this look like in practice?”. So, here are some examples:
Showing what it’s really like to buy from you: behind-the-scenes content, order packing, prep work or your creative process.
Sharing real examples of your work, such as case studies, before-and-after results, or client stories.
Answering common questions before they’re asked, such as:
delivery or turnaround times
who a product or service is best suited for
how long something lasts or how to use it
what makes you different from cheaper alternatives
Repeating your offer gently and consistently: people often need to see something multiple times before acting.
These things don’t always lead to an immediate purchase, and that’s okay. The majority of your core audience isn’t ready to purchase right now anyway. Your goal is to stay top-of-mind when they are.
Retain: helping customers coming back for more
Retention is about what happens after someone buys. This is by far the most neglected part of the funnel, but perhaps the most important one.
Here, your job is to create things like:
a great customer experience all the way
follow-up emails to say thank you and perhaps ask for a review
content to encourage repeat purchases
making it easy to buy again
It’s often easier (and way more sustainable) to sell to someone who already trusts you than to constantly chase new people.
Rookie mistakes when working with the funnel
We all make mistakes, and if you have worked with marketing funnels in the past that have felt frustrating or ineffective, it’s often because of one of these common mishaps:
Trying to build the entire funnel at once: instead, start from the bottom and work your way up so that you don’t attract people and then abandon them.
Copying complex setups from big businesses: be realistic with your time and energy. Two steps and one persona might be enough
Focusing on tools before the big picture: don’t purchase expensive tools before you know what you really need
Jumping straight to selling without trust: a lot of businesses skip to the Conversion stage. It’s kind of like asking someone to marry you on the first date.
Spreading attention across too many channels: find one or two that work best for you. It’s better to nail fewer than scatter your time across too many to handle.
Funnels work best when they’re simple, intentional, and realistic. A basic funnel that’s used consistently will always outperform a complex one that’s half-built.
A simple example funnel to get you started
Let’s put this together and show you an example. Imagine a small service-based business, like a hairdresser, designer, or coach:
Attract: you share helpful or relatable content on one platform (e.g. Instagram or YouTube)
Engage: you offer valuable insights into your work through social media posts, blog articles, or a free resource
Convert: you direct people to a clear booking or enquiry page to make their booking
Retain: you follow up after the service and stay in touch with helpful content
That’s it. No automation and no complicated tech. Just a simple structure that is tailored to your business.
Your action plan
So, now what? If you’re new to funnels, start here:
Choose one way people will find you
Choose one way you’ll build trust
Choose one clear next step you want people to take
Resist the urge to do everything at once. Funnels don’t work overnight, so pace yourself. Your funnel will grow and snowball over time through repetition and refinement.
A calm, simple funnel that fits your life and capacity will always serve you better than one that looks impressive but feels impossible to maintain. So start where you are and keep it simple.
Do you still feel completely overwhelmed by this? Feel free to get in touch, and I might be able to help.
