Marketing & Analysis

The marketing funnel is a model of the customer journey that describes phases from awareness to loyalty to guide purchases. In SEO and web design, it optimizes content for each stage, e.g., top-level funnels with keywords; hosting ensures smooth navigation. The concept has existed for over 100 years, with digital adaptations beginning in the 1990s.

The funnel describes the path from initial contact to a sale. At the top are many who don't yet know you, at the bottom are a few who are ready to buy. The mistake in practice is almost always the same: all content is written for the lowest level, even though that's where the fewest people are.

Here's a calculation example: 2.000 visitors per month, 120 of whom visit a services page, resulting in 12 inquiries and 3 orders. If you want to double the number of orders, there are three approaches. Attracting more visitors is the most expensive. Increasing from 120 to 240 service page views requires link building. Increasing from 12 to 24 inquiries usually just requires a better form.

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