Every step from first click to customer, designed to work together.

A marketing funnel is the journey people take from first hearing about your brand to becoming a customer, and ideally a repeat customer. It is usually described in stages such as awareness, consideration, conversion and retention. In practice a funnel is made up of real touchpoints: ads, content, landing pages, offers, emails, retargeting and checkout. Designing a funnel means making sure each of those touchpoints does its job and hands people smoothly to the next, so fewer potential customers are lost along the way.

The terms are often used interchangeably. Where a distinction is made, a marketing funnel usually covers the earlier stages of attracting attention and generating interest or leads, while a sales funnel focuses on turning those leads into paying customers, often involving a sales team in B2B. For ecommerce brands the two are effectively the same journey. We design the whole path as one system, because weaknesses at any stage affect the results of everything that follows. Shared tracking also means both teams can see where leads come from and what happens to them.

A marketing funnel agency plans, builds and optimises the journey that turns traffic into customers. At Vertical that includes funnel strategy, audience and offer development, landing page design and build, lead magnets, email and retargeting nurture, checkout and form optimisation, tracking and ongoing testing. Because we also run paid media, creative and CRM, we can connect the funnel to the channels that feed it and the systems that capture its results. That full view means we can fix problems wherever they sit in the journey, rather than optimising one channel while another stage quietly loses the customers it sends.

We start by making sure every stage is tracked properly, from ad clicks and page views to sign-ups, purchases and repeat orders. Then we look at conversion rates between each step to find the biggest drop-offs. We combine that with qualitative insight from session recordings, heatmaps, customer feedback and sales conversations to understand why people leave. That shows where improvements will have the most impact, so effort goes into the stages that matter most rather than the most visible ones. We then share findings in plain language.

A good landing page has one clear purpose and makes it easy for visitors to take a single action. It matches the message of the ad or email that brought people there, explains the offer quickly, shows proof such as reviews or results and answers likely objections. It loads quickly, works well on mobile and avoids unnecessary distractions. The best landing pages are tested and refined over time, because small changes to headlines, offers and layout can make a real difference. We design every page with that in mind.

A lead magnet is something valuable you offer in exchange for contact details, such as a guide, checklist, quiz, webinar, sample, discount or free trial. It gives people who are not ready to buy a reason to stay in touch, so you can build trust through follow-up. Whether you need one depends on your product and sales cycle. They are especially useful for considered purchases, B2B services and higher-value products, where most people need time before deciding. We help you choose an offer your audience genuinely values and plan the follow-up that turns interest into sales.

Most people do not buy the first time they visit. Email and retargeting bring them back. Email nurture sequences build trust, answer questions and share proof over time, while retargeting ads remind people of what they viewed and give them a reason to return. Together they turn a single visit into an ongoing relationship. We plan them as part of the funnel from the start, so the follow-up message builds naturally on what people have already seen. We also make sure people who have already bought are excluded or moved into post-purchase journeys.

A focused funnel, such as a landing page, lead magnet and short email sequence, can often be built within a few weeks. More complex funnels with multiple audiences, offers, integrations and automation take longer. We usually recommend launching a solid first version quickly, then improving it through testing rather than trying to perfect everything before launch. Real visitor behaviour teaches us far more than planning alone. Once live, we review performance regularly and keep adding improvements, such as new offers, sharper landing pages and extra nurture emails. That way the funnel keeps getting stronger instead of standing still after launch.

We run structured tests on the elements most likely to affect conversion, such as headlines, offers, page layouts, form length, email timing and calls to action. Each test has a clear hypothesis and a defined measure of success, and we make sure there is enough traffic to draw sensible conclusions. Winning changes are rolled out and the learning feeds into the next test. Over time this steady process compounds into significantly better performance. We share results openly, including tests that did not win, because knowing what does not work is valuable too.

We choose tools that suit your business and existing stack. Landing pages are often built on Webflow or Shopify, email nurture runs on platforms such as Klaviyo or HubSpot, and tracking uses your analytics and ad platforms. We connect forms and conversions to your CRM so sales and marketing see the full journey. Where you already have tools in place, we usually work with them rather than adding new software for the sake of it. We document the setup clearly so your team understands how every part connects.