I map the whole funnel before recommending a single service.
Two businesses with identical revenue can need completely different work, because the gap is in a different part of the funnel.
A business might need any of this
All of these are legitimate. None of them is automatically the right first move. The correct solution depends on where attention is being lost — which is why I map the whole funnel before recommending a single line item.
The funnel I map first
Each stage has its own failure mode. Fixing the wrong one costs time you can't get back.
- Top of funnel — Awareness01
Make the right people aware of your business by giving value first, with no hard sell.
- Middle of funnel — Trust & proof02
They know the problem, and maybe your category. They need trust and proof before they become a lead.
- Bottom of funnel — Conversion03
Close to a purchase decision. They need confidence, proof, and a final push.
- Retention — Growth04
Already a customer. The goal is repeat usage, upsells, referrals, and long-term value.
If the cheapest fix is the right one, that's what I'll recommend.
That's how engagements last. When the first thing we do works, the second thing is an easy conversation.