Sales Funnel — Wiring Guide

The full system: traffic → landing page → free audit (lead magnet) → 6-email nurture → booked call → deposit via Stripe.

What's in here

sales-funnel/
├── site/
│   ├── index.html        Landing page (leads capture wired, demo mode)
│   └── thank-you.html    Post-signup page (sets expectations, booking CTA)
├── emails/
│   └── sequence.md       6-email nurture sequence, fully written
└── README.md             This file

The funnel logic

Selling a service (web app builds), the funnel is NOT checkout-first. It's:

1. Landing page converts cold traffic with the "agency quality, freelancer price, days not months" hook
2. Free 10-point site audit = the lead magnet (low friction, demonstrates competence, natural bridge to a call)
3. Email sequence builds trust and handles the three objections: price ("where'd the agency markup go?"), speed ("how so fast?"), and quality ("is it actually good?")
4. 15-min scoping call = the conversion event
5. 50% deposit via Stripe (optional, for leads who want to pay before the call)

The audit is delivered manually by you — that's intentional. It qualifies the lead AND is your best sales asset.

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Step 1 — Set your real details (10 min, before anything else)

In site/index.html:

• Replace portfolio placeholders (holiday home site, personal site) with real screenshots + links — this is your #1 conversion driver
• Set real prices in the pricing section (draft numbers are marked with ⚠)
• Swap "Kyle Monk" title/copy if you want different positioning

In site/thank-you.html + index.html:

• Set BOOKING_URL / FORM_ENDPOINT (next steps below)
• Replace hello@yourdomain.com with your real email

Step 2 — Bookings (5 min)

1. Sign up at cal.com (free) → create a 15-minute event called "Scoping Call"
2. Put the link in two places:
   • thank-you.html: const BOOKING_URL = "https://cal.com/you/15min"
   • index.html: the data-booking link in the final CTA section
   • Email 5 of the sequence (BOOKING_LINK)

Step 3 — Email capture (10 min, free)

Simplest (recommended to start): Formspree

1. Create a form → copy your endpoint URL
2. In index.html, set: const FORM_ENDPOINT = "https://formspree.io/f/xxxxxxx";
3. Leads arrive in your inbox; you reply manually at first (fine under ~20 leads/week)

Scale-up path: point Formspree's webhook (or use Netlify Forms if you host there) at MailerLite / Brevo (both free tiers) → import the 6-email sequence from emails/sequence.md → automation runs itself.

Step 4 — Deploy (5 min, free)

Netlify Drop — drag the site/ folder in. Done. Free HTTPS + custom domain support. Then connect your domain (e.g. kylemonk.dev or your brand domain) in Netlify's domain settings.

Step 5 — Stripe checkout for deposits (15 min, optional)

For leads ready to pay before/after the call:

1. Stripe Dashboard → Payment links → create "50% project deposit" links at each price tier (£375 / £900 / £2,000)
2. Send the right link over email after a verbal yes — no website integration needed
3. When volume justifies it, embed payment links as buttons on the pricing cards

Step 6 — Traffic (you're starting from zero — the plan)

With no audience, pick two channels max. Ranked for a solo web developer:

Channel	Why	Cadence
Local business outreach	Highest ROI. Audit local businesses' sites yourself (they're mostly bad), email them 3 specific fixes, offer the free audit. Warm, targeted, zero cost.	10/day, personalized
Build-in-public on X/LinkedIn	Post before/after rebuilds of ugly local sites. The visual contrast IS the ad.	3–4 posts/week
Reddit/communities	r/smallbusiness, r/Entrepreneur, local FB groups — answer "who can build my site" threads helpfully	Daily, 10 min
SEO (long game)	The landing page + a few blog posts ("how much should a website cost UK") compound over months	1 post/week

The core loop for a zero-audience freelancer: find a business with a bad site → make one specific improvement suggestion publicly or personally → they visit the landing page → free audit → call → project. Every project ships → becomes a portfolio piece + social proof → next loop is easier.

Testing the funnel locally

Open site/index.html in a browser — it runs in demo mode (leads saved to localStorage, no backend). Submit the form → redirected to thank-you page → inspect leads with browser DevTools → Application → Local Storage → leads.

Metrics to watch

• Landing page → email signup rate (aim 3–5% cold, 10%+ warm)
• Signup → audit request (aim 30%+ — the sequence pushes this)
• Audit → call booked (aim 25%+ — depends on audit quality)
• Call → closed project (aim 30–50%)

If a stage underperforms, fix THAT stage, not the whole funnel.