Funnel development
The Whole Path,
Not Just The Page
A funnel is the website, the ads, the social and the outreach working as one sequence. Most of the leaks sit in the handoffs between them, not inside any single step.
Proof
What a rebuilt funnel has returned
10.1%
landing page
Conversion rate on the Copy Chief Escape Velocity landing page, across 532 views and 764 checkout views.
$42 to $22
cost per acquisition
CPA on the same campaign, roughly a 48% reduction, with budget unchanged.
215
paid subscriptions
Generated by the Copy Chief membership funnel between August and October 2023, at 31x ROAS.
Where funnels leak
The gap between steps is where the money goes
Almost every funnel audit finds the same thing. Each individual asset is fine. The ad is fine, the landing page is fine, the checkout is fine. What is broken is that the promise changes between them.
Someone clicks an ad about one thing, lands on a page about something adjacent, and reaches a checkout that names a third thing. Nobody wrote it that way deliberately; it happened because three people built three pieces.
→
Message match audited across ad, page and checkout
→
One promise carried the whole way through
→
Analytics wired so you can see which step actually loses people
How it is built
Mobile-first, because that is where the traffic is
The Escape Velocity funnel was designed mobile-first rather than desktop-then-squeezed, which is why it converted at 10.1% rather than the low single digits that a shrunk desktop page usually returns.
Checkout and automation were built alongside the pages, not bolted on afterwards, using ThriveCart and Zapier so the operational side did not become a second project.
→
Mobile-first landing page design, not responsive as an afterthought
→
Checkout and email orchestration built in the same pass
→
Heatmap and analytics review after launch, not just before
Funnel types
What usually gets built
Scoped end to end so there is no gap between who owns which step.
Lead gen
B2B lead generation funnels
For considered purchases where the goal is a qualified conversation rather than an instant sale.
Membership
Subscription and membership funnels
Recurring offers where retention economics matter more than the first conversion.
Launch
Product and event launch funnels
Time-boxed campaigns where the build has to ship fast and still hold up under traffic.
How engagements run
Scoped and priced before anything starts
Every engagement is quoted against a written scope, so the number does not move once work begins. Projects run $5,000 to $50,000 depending on page count, integrations and how much of the content already exists. Most land in 6 to 12 weeks.
The first two weeks are usually the least glamorous and the most valuable: working out what is actually being sold, to whom, and what the current numbers say. Skipping that is how agencies end up delivering something beautiful that does not move revenue.
You work with me directly. There is no account manager relaying briefs to a production team, which is the main reason smaller engagements can move quickly without losing detail.
→
Fixed scope and fixed price agreed before the first design
→
Weekly written updates, not status meetings
→
Analytics and tracking wired in so results are measurable afterwards
→
Handover documentation so your team can maintain what ships
Why it works
Evidence first, opinion second
Most agency proposals are built on taste. Someone senior looks at your site, says what they would change, and the invoice follows. That is fine when the taste is good and expensive when it is not, and either way there is no way to tell in advance which one you bought.
The work here starts from what can be measured: what the analytics already say, what the buyers say when asked directly, and what happened the last time a similar change shipped. On the Copy Chief Escape Velocity campaign that meant interviewing working copywriters before designing a single ad, because that audience writes direct response for a living and rejects generic creative on sight. Pain-point creative then beat benefit-led creative in testing, and the campaign averaged 55.03x ROAS with a 130.05x peak.
That is also why the numbers on this site name their campaign. A figure without its context is not evidence, it is decoration. Escape Velocity did 55.03x. The membership funnel did 31x across 215 paid subscriptions. Those are different campaigns with different offers, and quoting either one as a general result would be misleading.
The practical effect is fewer surprises. You see the reasoning before the design, the design before the build, and the numbers after launch rather than a report describing how well it went.
→
Analytics and heatmap review before design decisions
→
Direct buyer research where the audience is specialised
→
A/B testing on message, not just button colour
→
Every claim traceable to a named campaign
FAQ
Questions, answered
Do you build the ads too?
Yes. Funnels where someone else owns the traffic and I own the pages tend to end in an argument about which half is underperforming.
Which platforms do you build funnels on?
WordPress, ClickFunnels, HubSpot, Shopify and Framer, plus ThriveCart for checkout and Zapier or similar for automation.
How long does a funnel take?
Typically 4 to 8 weeks. A tightly scoped event funnel has shipped in 14 days when the offer was already clear.
What if I already have a funnel?
Then the first step is an audit rather than a rebuild. Often the fix is message match and tracking, which is far cheaper than starting again.
How do we start?
A twenty-minute call looking at what you have now. If it is a fit I send a written scope with a fixed price. If it is not, I will say so and usually point you at what would actually help.
Who owns the work?
You do, outright, on final payment. Files, source, accounts and documentation all transfer. Nothing is held hostage on a platform only I can access.
Do you work with clients outside Vancouver?
Most of the work is remote across Canada and the United States. Vancouver and BC clients can meet in person where that helps.
Find out where your funnel leaks
Bring the ad, the page and the checkout. Twenty minutes to find which handoff is losing people.
