7 Types of Funnels That Can Help Your Wellness Business To Grow
If you have no clue what a funnel actually is and how it can help you to get more clients as a wellness coach, nutritional therapist or therapist, this blog post is for you.
Funnels can feel incredibly complex but their main aim is to guide potential clients/customers from a starting point (where they first come into your world) to an end point (where they can work with you or buy from one).
Funnels can take a few different forms and some are more complicated than others in terms of how many layers they have and how much copy you need.
In this blog, I’m going to walk you through a few of the funnels I write copy for and how they all work.
Enquiry Funnel
If you require clients to enquire with you as the first step towards working with you, followed by a discovery call this funnel is for you.
Generally, it will start with a booking or contact form, which can trigger an automated email sequence.
Enquiry Sequence
An enquiry doesn’t always mean a potential client will rush to book a call with you and this is where an enquiry sequence can do the heavy lifting for you.
Having an enquiry sequence means you can gently push potential clients to book a call with you while addressing some of the objections they may still have and show them the transformation that people just like them have achieved by working with you.
Application Funnel
Maybe you ask potential clients to apply to work with you 1-1 or in a group setting rather than submit an enquiry? Here’s how that funnel can look.
Application form
An application funnel starts with the application form to get more info from potential clients or to qualify if they’re a good fit.
Thank you page
After the application form is completed, the thank you page can tell potential clients what to expect. When will they hear back? What happens if you don’t approve their application?
Email sequence
Assuming that a prospect is a good fit after applying to work with you, triggering a short automated email sequence can save you a ton of time with onboarding. You can set out the expectations and give them an opportunity to book a call with you/your team, for example.
If a prospect isn’t a good fit, you can automate a reply here too. If you have a different offer that would suit them better, you can highlight this in the ‘rejection’ sequence too.
Opt-in Funnel
The opt-in
An opt-in funnel starts with an opt-in. This can be anything from a PDF to an ebook or free training. The key thing is that you offer value. Not enough to give away all of your secrets, of course, but enough to show you know your stuff.
The aim is to give the “why” without going in-depth on the “how” since the latter is what your clients will get when they work with you.
Opt-in page
This is where you’ll encourage new leads and potential clients to give you their email address, usually in exchange for the freebie I mentioned in the previous section.
Landing pages can be very simple but you’ll still want to make sure that your copy is highlighting the benefits of signing up. Don’t assume that people will automatically know what they’ll get from downloading your freebie. Spell it out with your benefits and play up the transformation they can expect after going through it.
Thank you page
If your thank you page is just a standard “thank you for opting in” message that can be set up automatically in your automation, you’re missing a trick.
This page is another opportunity to show your brand personality and remind them to go through the double opt-in (if you’re sending this and need them to click the link in the email too).
Your thank you page can also include a tripwire. This is a small offer that is often only available to people who move through to the thank you page i.e those that have opted-in to your freebie.
This is almost always a low-cost offer so that it feels like a low commitment and easy entry into your world beyond the freebie. It can be an offer that’s only available on the thank you page or an existing offer that’s priced a little lower just for people going through the opt-in funnel. Whatever you choose, make sure that the tripwire offer has some relevance to the opt-in freebie so it’s more likely to feel aligned to them.
Not everyone will feel ready to buy a tripwire offer right after opting in for your freebie but it’s a nice way to add a little more income.
Email sequence
The final stage of a simple opt-in freebie is an email sequence to warm up your new leads and build trust from the outset.
This typically runs from 3-6 emaills but can be a much longer sequence depending on what you’re trying to achieve.
Webinar Funnel
Registration page
Similar to an opt-in page, your webinar registration page should lead with benefits.
Spell out exactly what your potential clients will get from watching the webinar - what they’ll learn, how this will help them etc. If you’ve overcome similar struggles to what you’ll be teaching in the webinar, play this up too.
Thank you page
You can also include a tripwire on the thank you page of a webinar funnel.
A webinar thank you page is also a great opportunity to set the scene and build a stronger relationship, especially through a short video.
Email sequence
Webinar sequences can be a little more complex than a typical opt-in sequence and I’ll typically create two sequences for my clients.
Pre-webinar sequence: Just because your leads have signed up for your webinar, it doesn’t mean they’ll definitely show up to watch it. This is where a pre-webinar sequence can make a big difference. It can reiterate the benefits of showing up (especially live) and build anticipation in the run-up to the webinar.
I will often create a mini pre-webinar sequence that targets people on my client’s email list to encourage them to sign up, which can then feed into the main pre-webinar sequence.
Post-webinar sequence: Your work isn’t done after the webinar ends, mainly because your sales aren’t done either. A small percentage of your attendees may buy straight away at the end of your webinar but most will need a little more convincing. This is where a post-webinar sequence can come into its own. By addressing objections, building trust and authority and taking your audience on a journey, you can increase the potential for sales dramatically.
Ultimately, we’re trying to drive traffic to your sales page, as well as facilitating this journey.
I will often create another mini post-webinar sequence that targets people who didn’t buy from my client too. This particular offer may not have been a good fit for them but another one may be perfect.
Sales page
Most webinars are selling a mid-to-high-ticket offer and a sales page is a vital part of your webinar funnel. Rather than selling the webinar, you’re selling the transformation of the offer that’s featured at the end of your webinar.
A strong sales page will do a lot of the heavy lifting when it comes to sales. Assuming that your copy includes the essential sections that take readers on a journey, it can turn doubters into converts.
Waitlist Funnel
Registration page
A waitlist registration page is a mini sales page for your offer. But because you’re not asking for the sale at this stage, you don’t need to go long form with the copy - just give a flavour of why they should get on the waitlist for this offer.
The aim is to get their email and by extension, their permission to send them the sequence we’ll talk about in a bit. The sequence is where you can do some subtle selling so your registration page doesn’t need to go heavy on this.
Thank you page
Your thank you page can offer a tripwire offer if you have a low-cost offer that feels aligned with the offer you’re building a waitlist for.
Beyond that, your thank you page can give details of when you expect the cart to open and let them know what’s coming e.g. the email sequence.
Email sequence
A waitlist email sequence can build anticipation so that your prospects are excited to buy. Even though they have signed up to be notified when your cart opens, they may not be ready to buy.
With a strong waitlist email sequence, you can change that. You can overcome objections, show what others have achieved with your help and reduce any hesitation or doubt about buying.
Membership Funnel
Sales page
A membership funnel will start with a sales page for the membership. This should be as long-form as you need it to be - generally, the higher the monthly or annual price, the longer the copy.
Thank you page
Again, you can set out what happens next on your thank you page and offer a tripwire offer if you have one that ties in nicely to your membership.
Email sequence
After an application is submitted, the next stage of a membership funnel is an email sequence.
You can split this into two sequences - one for onboarding the people who come on board as members and one for those who view the sales page but don’t join.
Onboarding Funnel
An onboarding funnel is typically an email sequence. I typically write onboarding sequences for my clients to welcome new:
1:1 clients
Group coaching students
Members
But generally, you can do an onboarding sequence for any entry point for clients/students.
In an onboarding funnel, you can set expectations, address any questions that new people tend to have when they come on board and make the transition to working with you much more seamless and less overwhelming.
Want to get my help with funnel copy that helps to grow your wellness business?
There’s a lot of copy involved in the average funnel and it can feel incredibly overwhelming for most wellness coaches, nutritional therapists or therapists.
This is where a copywriter like me can take it off your hands and use my copywriting expertise to help you engage and convert more potential clients into your wellness business.
If that sounds good, you can apply to work with me and we can chat more about your needs. Or you can email me at sally@sallyaquire.co.uk