Funnels for Agencies, What They Are, Which You Need, and How to Build Them
Funnels for Agencies, What They Are, Which You Need, and How to Build Them
Let’s clear this up—most agency founders either overcomplicate funnels or ignore them completely. You’re either mapping out 17-step click paths with zero traffic or relying on DMs and referrals hoping it all works out.
Neither is scalable.
Funnels are just structured pathways that move someone from stranger to buyer. That’s it.
No fluff. No complexity.
You don’t need to be a ClickFunnels bro to use funnels.
You just need to be strategic.
What a Funnel Actually Is
A funnel is a journey, not a tactic.
It’s how someone:
Finds out you exist
Engages with you
Trusts you
Buys from you
If you’re missing any of those steps, you don’t have a funnel—you have a leak.
The 4 Types of Funnels Every Agency Should Know
Depending on your growth stage and offer type, these are the four funnel types I see working:
1. Lead Gen Funnel
Goal: Capture interest
Tactics: Lead magnet, quiz, free audit
Use this if: You need volume and want to warm people up over time
2. Sales Funnel
Goal: Convert someone to a paid engagement
Tactics: VSL, sales page, case study deck, booking flow
Use this if: You have a clear offer and want to drive high-intent leads to book or apply
3. Nurture Funnel
Goal: Stay top of mind until they’re ready
Tactics: Email sequence, weekly newsletter, retargeting
Use this if: Your sales cycle is longer or you’re selling a high-ticket retainer
4. Referral or Reactivation Funnel
Goal: Tap into past clients or partners
Tactics: Personalized outreach, incentive programs
Use this if: You have a dormant network and want to reignite old leads
So Which One Do You Need?
Here’s the honest answer: pick one and master it.
Most agency owners jump from tactic to tactic, launching five things and never dialing in one.
Ask yourself:
Do I need more leads, or do I need to convert better?
Do I want to scale outbound, or do I want to warm up inbound?
Do I have proof that my current funnel is converting?
Build around your offer, not around what’s trending on YouTube.
Tools I Recommend for Building Funnels
Keep it simple:
Carrd or Webflow for landing pages
Calendly for booking
Zapier for automation
Monday.com for tracking funnel stages and leads
ConvertKit or Mailchimp for emails
Google Slides or Notion for your pitch deck or case studies
Don’t chase shiny objects.
Chase what works.
Funnels Aren’t Magic, They’re Structure
Funnels won’t fix a broken offer.
But they will create consistency in how you bring in clients, build trust, and close deals.
Once your funnel is working, your business becomes predictable.
You stop relying on energy and start running on systems.
That’s how real scale happens.
Stop guessing. Build a funnel that works.
Bonus Funnel Type: Freelancing Marketplaces
Here’s one most agency owners overlook, freelancing marketplaces like Upwork and Fiverr.
Yeah, I know, some people turn their nose up at them, but I built my first agency off platforms like these and scaled it to a team of 65 across two continents. So let’s talk facts.
These platforms move over 33 million transactions every single day. That’s not a typo. That’s massive traffic from clients with budgets, projects, and intent.
The problem is, most agencies show up like freelancers.
No brand. No positioning. No differentiation.
And they wonder why they’re stuck charging $20/hour.
But if you treat the platform like a funnel, not just a job board, it changes everything.
You start by optimizing your profile like a landing page.
You lead with outcomes, not skills.
You pitch like a conversion page, not a cover letter.
The visibility is already there. You just have to plug your offer into the flow and actually look like a business.
If you’re just starting out or need a secondary inbound channel while you build your outbound, this is a sleeper funnel most people are sleeping on.