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Sell more · 2026 edition
The sales funnel: turning a visitor into a customer
A sales funnel is the path a person follows from the moment they discover you to the moment they buy. Built well, it works for you every day. Here are the stages, an example and the rules.
- The stages
- Emails
- The rules
Updated October 2026Rules checkedNo jargon
The answer in 30 seconds
In short
A sales funnel guides a stranger, step by step, all the way to a purchase. It attracts visitors, offers them something useful in exchange for their email address, helps them decide with well-timed messages, then presents a clear offer. After the purchase, it looks after them so they come back. Every stage can be measured and improved.
Capture
Get a contact in exchange for useful content.
Convince
Address doubts before the purchase.
Sell and retain
A clear offer, then follow-up after the purchase.
The 5 stages of a sales funnel
Each stage has a single goal. If one stage does not work, everything after it suffers.
A simple funnel for a tradesperson
A funnel is not just for online sales. Here is an example for a joiner who builds made-to-measure kitchens.
| Stage | What the customer sees | What happens next |
|---|---|---|
| Attract | An article on “the cost of a made-to-measure kitchen” | They discover your website |
| Capture | A free guide to planning their project | They leave their email |
| Convince | Three emails with project photos and advice | They request an appointment |
| Sell | A clear quote sent within 48 hours | They sign online |
| Retain | A follow-up after fitting and a review request | They recommend you |
This table is an example of a method, not a guaranteed result. Conversion rates vary by trade, offer and traffic.
Emails by the rules
Email marketing is governed by EU ePrivacy rules, as applied in each country, and by the GDPR.
Consumers: prior consent
To send marketing emails to a consumer, you generally need their prior consent, given actively, for example through a box that is not ticked by default.
Business contacts: check local rules
For business contacts, the rules vary by country. Follow your country's rules on direct marketing and consent, and always offer an easy way to opt out.
An unsubscribe link
Every message must make it easy and free to unsubscribe.
No false urgency
Fake countdowns, fake limited stock, fake reviews: under EU consumer law, these are misleading commercial practices.
A funnel that runs on its own
Every new contact receives the right message at the right time. You see where people drop off and you improve.
Email sequence
Sent automatically after every sign-up.
Contact tracking
Every contact and their stage, in one place.
Nudges for the undecided
A reminder if a quote goes unanswered.
Review request
Sent after the purchase, at the right time.
Your questions, our answers
What is a sales funnel?
It is the organised journey that takes a stranger all the way to a purchase: attract, capture a contact, convince, sell and then retain.
What are the stages of a sales funnel?
Usually five: attract visitors, capture a contact, build trust, present the offer and follow up with the customer after the purchase.
Does a sales funnel work for a local business?
Yes. A tradesperson, a practice or a shop can use it to get quote requests and appointments, not just to sell online.
How long does it take to build a sales funnel?
A simple version can be ready in a few days: one page, a free gift, three emails and an offer. It then improves with the figures.
Am I allowed to send emails to my contacts?
For consumers, you generally need their prior consent. Exceptions exist for existing customers and similar products, and rules for business contacts vary by country. Every message must include an unsubscribe option.
How do I know if my sales funnel is working?
Measure each stage: visitors, contacts, appointments, sales. The stage where the numbers drop the most is the one to improve first.
Sources: EU ePrivacy rules on direct marketing · GDPR · guidance from your national data protection authority · Directive 2005/29/EC on unfair commercial practices.
General information, up to date as of October 2026. It does not replace professional advice.
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