Marketing Funnel
The journey a person takes from first hearing about you to becoming a paying customer.
Why the funnel metaphor
A lot of people enter the top. Fewer make it to the bottom. The shape of the journey — wide at the awareness stage, narrow at the purchase stage — looks like a funnel.
The classic model (AIDA) has four stages: Awareness, Interest, Decision, Action. Modern versions add Retention and Referral, extending the "funnel" into a loop.
Stages explained
Awareness — Someone hears about you for the first time. An ad, a mention on Twitter, a blog post they stumbled onto.
Interest — They want to learn more. They visit your site, read your homepage, maybe sign up for your newsletter.
Decision — They're comparing options. Reading reviews, checking pricing, talking to sales.
Action — They buy, sign up, or commit.
Retention / Referral — They stay active, expand usage, and tell others.
Where landing pages fit
Landing pages typically live in the Decision stage. Someone clicks your Google ad (awareness/interest transition) and lands on a page built specifically for people ready to evaluate you.
That's why landing pages work better than homepages for paid traffic: the visitor is already 60% through your funnel. They don't need to learn your brand story — they need to decide if you're the right solution.
Related terms
Landing Page
A standalone web page designed around one specific goal — usually a sale, signup, or booking.
Conversion Rate
The percentage of visitors who complete your desired action — buying, signing up, booking, etc.
Lead Magnet
A free resource (ebook, template, checklist, trial) given in exchange for a visitor's email address.
Call to Action (CTA)
The button, link, or prompt that tells a visitor what to do next — the single most measurable element on any landing page.
Put it into practice.
PageStrike generates the whole thing — headline, CTA, hero, proof section — in about 2 minutes. You'll never have to write a hero section from scratch again.
Build your landing page →