Your business should not depend on you being present for every sale.
You have built something good. Your system should be selling it while you focus on delivering it.
You are showing up. The content is going out. The social media is consistent. The effort behind all of it is real and sustained. And yet the enquiries are not predictable. The sales are not consistent. The pipeline fills when you are active and empties when you step back. The business is producing results but only because you are constantly driving it.
That is not a sustainable position for an established service provider who has built something genuinely worth finding. It means the business does not yet have a system that works independently. It has activity. And there is a significant difference between a business that runs on activity and a business that runs on a system.
A properly built, properly structured and properly tested marketing funnel is the system that changes that. It takes someone from never having heard of you to understanding what you do, trusting that you do it well and making a decision to buy or enquire without you being present at every step of that journey.
You do not need to know what a funnel is to need one. You need to know that your business should be converting more of the right people more consistently and that the time and mental energy currently going into manually driving every sale should be going into delivering the work the funnel brings in. Into the client work only you can do. Into the parts of your business and your life that deserve more of you than the marketing is currently leaving room for.
If your business stops producing enquiries the moment you stop showing up it does not yet have a system. Building or fixing that system is exactly what this service does.
A funnel that is not converting is not always a traffic problem or a copy problem. Sometimes it is the offer. Often it is the system. Always it needs investigating before it needs fixing.
Most established service providers who are not seeing the conversions they should be seeing have already tried the obvious adjustments. They have tweaked the copy. Refreshed the design. Changed the platform. Hired someone to help. None of it has produced the consistent predictable flow of the right kind of enquiries and sales because none of it started with an honest investigation of what was actually wrong.
The actual problem can sit in several places and it is rarely where it appears to be from the inside.
The offer itself. A funnel built around an offer that is not structured correctly, does not have a clear and compelling value proposition or does not lead naturally to the next step in the ecosystem will not convert regardless of how well it is technically built. The offer has to be right before the funnel around it can work. Getting the offer right is part of the strategy work that precedes every build.
The entry point. Where cold traffic arrives and decides whether what is being offered is worth an email address. When fewer than one in five visitors opt in something in the value proposition is not landing clearly enough for someone who has never heard of the business before.
The nurture sequence. Where the person who just opted in receives a series of emails that are supposed to build trust and move them toward a purchase decision. When those emails feel generic rather than specific to why they opted in trust does not build. The sales page that follows receives a cold audience regardless of how strong it is.
The sales page. The element that receives the most attention and is rarely the actual problem on its own. A sales page underperforms when the nurture above it has already failed. Fixing the sales page without fixing the nurture produces limited results.
The checkout. Where a buyer who has decided to purchase abandons before completing payment. Above 40 percent abandonment is almost always a trust problem. No reassurance above the payment button. No visible guarantee. No clear recap of what is actually being purchased. A structured fix that moves completion rates by 15 to 25 percent in most cases.
The post purchase sequence. The most consistently ignored part of any funnel. The moment after purchase is the moment a buyer is most open to the next logical step. A post purchase sequence that delivers the product and stops there misses the most commercially important moment in the entire system.
Broken links and missing automations. A visitor who clicks a button that goes nowhere leaves and does not come back. A purchase that does not trigger a delivery email. A quiz result that fires the wrong sequence. An abandoned checkout with no recovery automation because it was never built or was built incorrectly. These are invisible leaks that look like poor conversion but are technical failures. They are happening in every funnel that has not been tested properly and they are costing sales silently every single day.
No strategy behind the build. A funnel built from a template or a brief rather than from an investigation of what the business needs at this specific stage with this specific audience and this specific offer. The structure may be technically correct. But if it is not aligned to the right audience at the right stage of awareness with the right offer it will not convert regardless of how well it is built.
Insufficient testing. A funnel launched without being tested end to end as a real buyer. Issues that would have been caught in ten minutes of proper testing remain live and continue costing conversions for as long as the funnel runs.
Most funnels are leaking in several of those places simultaneously. The ones that have never been properly assessed are leaking from the moment they went live. The ones built from a template or brief rather than from an investigation of what the business actually needs have been leaking since day one without anyone knowing exactly where.
Two services. One purpose. A funnel that works properly so you do not have to.
Service 1
Funnel build from scratch
For established service providers who do not yet have a structured marketing funnel or who have something in place that does not function as a proper system. The engagement begins with a paid strategy session included in the project price. That session is the investigation. Your business, your audience, your offer, your ecosystem and your goals are all examined before a single page is built or a single email is written. The offer is interrogated before the funnel around it is scoped. The build that follows is grounded entirely in what the evidence shows your specific business needs.
Service 2
Funnel investigation, gap fix and report
For established service providers who have a funnel in place but suspect it is not converting the way it should. The engagement investigates every element of the existing funnel against every leak point. Broken links. Missing automations. Offer alignment. Nurture sequence relevance. Checkout trust signals. Post purchase sequencing. Strategy alignment. Testing gaps. Every element is examined, every gap is identified, every fix is implemented and a full report documents what was found, what was fixed and what to monitor going forward.
Both services are bespoke. Pricing is confirmed following a brief free discovery call and the strategy session. No two funnels are the same and no two scopes are the same. The price reflects what the evidence shows your business actually needs.
Both services can include ongoing support. A funnel maintenance retainer covering monthly monitoring, leak fixing, optimisation and reporting. Social media management to support launches and remove the pressure of content entirely. And once my ads training is complete paid advertising integrated directly into the funnel strategy will be available. These are not separate services added on as an afterthought. They are the natural progression of a funnel that is working and needs to keep working as the business grows.
What changes when your funnel is working properly
Before a properly built funnel is in place the business depends on you for everything. Every enquiry arrives because you showed up. Every sale happens because you were present in the conversation at every stage. The revenue is real but it is fragile. One quiet month, one period of illness or one season of reduced capacity and the pipeline empties because the system that should be filling it was never properly built.
When the funnel is working properly that changes structurally and the change is felt in every part of the business and beyond it.
The right people find the business and move through a journey that builds genuine trust without you being present at every step. The entry point converts cold traffic at a rate that makes the effort behind the content worthwhile. The nurture sequence builds trust with the specific person who opted in for a specific reason. The sales page receives a warm informed audience. The checkout converts buyers who have already decided. The post purchase sequence delivers and immediately begins building toward the next commercial step.
The business produces enquiries and sales while you focus on delivery. On the client work that only you can do. On the work the funnel is bringing in. On growing the business rather than constantly feeding it with manual effort.
Launches feel structured rather than exhausting because the system is doing the thinking, the sequencing and the follow up. The pipeline is predictable rather than dependent on how much you personally showed up that month. The decision about whether to take on another client is made from a position of commercial confidence rather than quiet anxiety about whether the next enquiry will arrive.
And beyond the business the time and mental energy that manual selling was consuming goes back to the parts of your life that deserve more of it. More time with family. More capacity for the work you actually built this business to do. More freedom to step back knowing the system is working rather than worrying that the pipeline will empty the moment you do.
That is the transformation a properly built funnel produces. Not overnight. Structurally. In a way that holds and builds over time.
I diagnose before I build. That is not how most funnel builders work.
Most funnel builders receive a brief and execute it. They build what they are asked to build. The result reflects the brief rather than the business. If the brief is based on assumption rather than evidence the funnel that follows is built on the same assumption. It may look right. It may function technically. But it will not convert the way it should because it was not built on an accurate picture of what the business actually needs at this specific stage.
My background is in professional investigation and quality assurance. Twelve and a half years of following lines of enquiry, locating evidence and building accurate pictures of what was actually happening rather than what appeared to be happening. Eighteen months building quality assurance systems from scratch in an environment where getting it wrong had real consequences.
That background is not incidental to how I build funnels. It is the reason every engagement starts with a strategy session rather than a build brief. Before a page is built or an email is written I investigate your current position, your audience, your offer and where the existing system is already breaking down. The build that follows is grounded in that evidence. Not in what worked for someone else. Not in a template. In what your specific business needs from this specific funnel at this specific stage.
I am a CPD-accredited Certified Launch and Funnel Strategist certified through Charlotte Wibberley's programme. My own lead magnet funnel ecosystem was assessed as part of the certification case study and received the following feedback.
"This was really comprehensive, technically sound and just bloody amazing from start to finish. The level of thought, detail and implementation throughout was genuinely impressive. You didn't just tick boxes. You built something strategic, cohesive and commercially strong and it absolutely shows."
Charlotte Wibberley — CPD-accredited Certified Launch and Funnel Strategist Programme
That funnel is the same funnel that sits at the entry point of this business. It was built using the same methodology applied to every client engagement. Investigation first. Evidence-based decisions. A build that reflects the business accurately rather than what a brief assumed it needed.
Funnel Strategy and Build at The Efficient Penguin Co.
Two services. Both bespoke. Both built on an investigation of what your business actually needs before a single page is built or a single email is written.
Service one — Funnel build from scratch
For established service providers who do not yet have a structured marketing funnel or who have something in place that does not function as a proper system.
What is included.
A brief free discovery call to confirm funnel type and gather the detail needed to produce a proposal. A paid strategy session included in the project price covering full investigation of your business, audience, offer, ecosystem and goals. A full funnel map showing every step, every decision point, every email, every automation and every path through the funnel. A scoped written proposal documenting every deliverable, the build order, the timeline and payment terms before work begins. Full copywriting for every page and every email in the funnel. Build in the confirmed order with every element tested before the next stage begins. End to end testing of every path before go-live. Handover session covering what was built, how it works and what to monitor. Reporting setup so conversion data is available from day one.
Optional additions available alongside the build. Funnel maintenance retainer from £500 per month. Social media management from £1,500 per month. Paid advertising management — available once ads training is complete.
Pricing confirmed following the discovery call. Lead magnet funnel builds start from £1,500. Full ecosystem builds are scoped individually.
Service two — Funnel investigation, gap fix and report
For established service providers who have a funnel in place but suspect it is not converting the way it should.
What is included.
A brief free discovery call to understand the current funnel, the specific concerns and what a proposal would look like. A paid strategy session included in the project price covering full investigation of every element of the existing funnel against every leak point. Identification and prioritisation of every gap found across the offer, entry point, nurture sequence, sales page, checkout, post purchase sequence, broken links, missing automations, strategy alignment and testing gaps. Implementation of every fix confirmed in the proposal. A full written report documenting what was found, what was fixed and what to monitor going forward. A full funnel map showing the corrected funnel structure with every element and every path documented. End to end testing after every fix is implemented. Handover session covering what was found, what was fixed and what to monitor.
Optional additions available alongside the investigation. Funnel maintenance retainer from £500 per month. Social media management from £1,500 per month. Paid advertising management — available once ads training is complete.
Pricing confirmed following the discovery call and strategy session. Every investigation is scoped individually based on what the existing funnel contains and what needs fixing.
Payment options. Payment in full via BACS. Payment via Stripe where Stripe handles the available payment options directly. Or a 50 percent deposit on booking with the 50 percent balance due on completion before the funnel goes live. Payment terms are confirmed in the proposal and covered in the contract.
Bespoke Pricing
What the engagement involves
Discovery call. No cost, no obligation
The discovery call is not a sales conversation. It is a focused discussion about your business, the funnel you need or the funnel you have, and what a proposal would look like. By the end of the call you will know whether this is the right service for where you are, what the engagement would involve and what the next step looks like. If it is not the right fit you will leave with a clear recommendation for where to start instead.
Strategy session. Included in the project price
The strategy session is where the investigation happens and it is included in the project price. This is not an add-on and it is not a free consultation. It is the foundation every build or investigation is built on. Your business, your audience, your offer, your existing system, your conversion data, your goals and your capacity are all examined in depth before scope, build order or timeline is confirmed. The session is what separates a funnel built on evidence from a funnel built on assumption.
Full funnel map
Every engagement includes a full visual funnel map. Every step, every decision point, every email, every automation and every path through the funnel is documented in a single visual reference. You leave the engagement with a complete picture of exactly what was built and how every element connects. Not just a deliverable but a reference document for every future decision about the funnel. When you want to add a new sequence, change an offer or scale the traffic you have a complete picture of what the funnel currently contains and where the new element fits.
Full copywriting included
Every page and every email in the funnel is written as part of the engagement. The lead capture page speaks to the cold audience considering whether the value is worth an email address. The nurture sequence speaks specifically to the person who opted in for that specific reason rather than sending generic content to everyone on the list. The sales page addresses the real objection rather than the polite version of it. The checkout has reassurance above the payment button, a visible guarantee and a clear recap of what the buyer receives. The post purchase sequence delivers and immediately begins building toward the next step. Every word is written to move the right person to the right decision at the right stage of the journey.
Build in the correct order
Every funnel is built in the confirmed order. Sales element first. Cart element built and tested. Delivery confirmed as a real buyer. Email sequences approved before automations fire. Tracking set up before anything goes live. Every path tested end to end as a real user would experience it. Every automation verified. The confirmed build order is not a preference. It is the process that ensures every element is tested in context before the next stage is built on top of it.
Testing. And then testing again.
Testing is not a single step at the end of the build. It happens at every stage. Every element is tested as it is built. The full funnel is tested end to end before handover. Issues found during testing are fixed before go-live. Not noted for later. Fixed. You will not discover a broken link, a missing automation or a sequence that fires incorrectly after your funnel is live and traffic is already arriving.
Scoped written proposal
Every engagement begins with a written proposal confirming every deliverable, the build order, the timeline, the payment terms and what is excluded. Nothing begins until the proposal is signed off. No assumptions. No surprises. The proposal is the contract and the contract is honoured exactly as written.
Handover and reporting setup
Every engagement includes a handover session covering what was built, how it works, what to monitor and how to know when something needs attention. Tracking is set up before handover so conversion data is available from day one. You leave the engagement knowing exactly what the funnel is supposed to do, how to read the data that tells you whether it is doing it and what to watch for when something needs attention.
Ongoing support available
Every build or investigation includes the option of ongoing support. A funnel maintenance retainer covering monthly monitoring, leak fixing, optimisation and reporting means the funnel is actively managed rather than left to run without oversight. Social media management means the content that drives traffic into the funnel is handled alongside the funnel itself so launches are supported properly rather than added to an already full plate. Paid advertising management will be available once ads training is complete for established service providers who want paid traffic integrated directly into the funnel strategy.
Funnel Build & Strategy
A brief free discovery call to confirm funnel type and scope requirements.
A session to investigate your business, audience, offer and goals before anything is built.
A full visual funnel map documenting every step, every decision point and every path through the funnel.
A scoped written proposal confirming every deliverable before work begins.
Full copywriting for every page and every email.
Build in the confirmed order with testing at every stage.
End to end testing of every path before go-live.
Handover session covering what was built, how it works and what to monitor.
Reporting setup so conversion data is available from day one.
Bespoke Pricing
My Guarantee To You
Three commitments underpin every funnel engagement.
The scope will be built on evidence. The strategy session is what ensures the funnel scoped is the funnel your business actually needs. Nothing is assumed and nothing is recommended without evidence from your specific business to support it.
The build will follow the confirmed scope exactly. Every deliverable confirmed in the proposal will be delivered. Nothing will be added without your agreement and nothing will be removed without a clear explanation and an agreed alternative. The proposal is the contract and the contract is honoured.
The funnel will be tested thoroughly before it goes live. Every path. Every automation. Every email. Every decision point. Every link. If something does not work during testing it will be fixed before handover. You will not discover a broken automation or a missing sequence after your funnel is live and traffic is already arriving.
Two honest limitations.
Systems have hiccups. A funnel built and tested correctly can encounter technical issues after go-live. Platform updates, third party integrations and email deliverability are all factors outside direct control. The maintenance retainer exists specifically to catch and fix these issues quickly when they arise.
Conversions cannot be guaranteed. A funnel built on an accurate picture of your business with every element correctly sequenced, every offer properly structured and every element tested gives you the strongest possible foundation for conversion. What happens with that foundation depends on the quality of your traffic, the relevance of your audience and factors outside the scope of the build. Those are part of the strategy session conversation before any scope is confirmed.
Every week without a properly working funnel is another week the business depends entirely on you.
The content goes out. The social media is managed. The emails are sent. And every sale that happens does so because you were present in the conversation at every stage. The moment you step back the pipeline slows. The revenue becomes unpredictable. The business that should be working for you keeps working only because you are working for it.
If you have an existing funnel that has never been properly investigated the leak has been running since the day it went live. The opt-in rate that has always felt lower than it should be. The nurture sequence that was written once and never reviewed against what the subscriber actually opted in for. The checkout abandonment that was noticed and never properly fixed. The post purchase sequence that delivers the product and stops. Every week those leaks continue is a week of traffic and effort producing less than it should. Quietly. Without drama. In the gap between what the funnel is generating and what it would generate if the leaks were found and fixed.
If you are building a funnel for the first time every week without a properly structured evidence-based system is a week of manual selling that a well built funnel would be doing for you.
That pattern does not change by itself. It changes when the system underneath the visibility is investigated properly, built correctly and tested thoroughly so that the funnel starts doing the work that manual effort has been doing alone. When that system is in place you can step back knowing the pipeline is working rather than wondering whether it will empty the moment you do.
The discovery call is free. The commitment happens only after the strategy session confirms scope and the proposal is signed off. There is no cost to starting the conversation.
FAQ's
I do not know whether I need a funnel or what kind I need
That is exactly what the discovery call is for. You do not need to arrive with a brief or a specification. You need to know that your business should be converting more of the right people more consistently without depending entirely on your manual effort to make that happen. The discovery call gathers the information needed to understand what type of funnel would serve your business at this stage and what a proposal would look like. The strategy session that follows is where the full investigation confirms the right approach before anything is built.
I already have something in place. Can you investigate what I have rather than build from scratch
Yes. The funnel investigation, gap fix and report service is specifically for established service providers who have a funnel in place but suspect it is not converting the way it should. The discovery call covers what you currently have, what your specific concerns are and what the investigation would involve. The engagement then investigates every element against every leak point, fixes what needs fixing and produces a full report of findings, fixes and what to monitor going forward.
How will I know what my funnel needs before the strategy session
You do not need to know before the strategy session. That is the purpose of the session. You arrive with your business, your audience, your offer and your goals. The investigation that happens in the session is what confirms what the funnel needs, what the right build order is and what the scope and timeline look like. Nothing is assumed before the session and nothing is scoped without the evidence the session produces.
What platform do you build on
The primary build platform is Hubsy. Builds and investigations on other platforms are possible but the client is responsible for the cost of those platforms. Platform capability and any additional costs are confirmed during the discovery call before any commitment is made.
How long does a build take
It depends on the scope confirmed in the strategy session. A lead magnet funnel build typically takes four to six weeks from strategy session to handover. More complex builds take longer. A realistic timeline confirmed in the proposal before work begins is always more useful than an optimistic one that cannot be delivered.
Do you write the copy
Yes. Copy is included in every funnel build and every investigation that involves fixes. Every page and every email is written as part of the engagement. If existing copy is available and worth retaining that is part of the strategy session conversation. Nothing is assumed about what already exists before the investigation begins.
What does it cost
Pricing is confirmed following the discovery call and strategy session because every funnel is different and the scope depends on what the evidence shows your business actually needs. As a guide lead magnet funnel builds start from £1,500. Full ecosystem builds are scoped individually. Funnel investigation, gap fix and report engagements are scoped individually based on what the existing funnel contains and what needs fixing. Maintenance retainers start from £500 per month.
What payment options are available
Three options are available. Payment in full via BACS. Payment via Stripe where Stripe handles the available payment options directly. Or a 50 percent deposit on booking with the 50 percent balance due on completion before the funnel goes live. Both BACS and Stripe are accepted for the deposit and balance option. The funnel does not go live until the balance has been received. Payment terms are confirmed in the proposal and covered in the Terms of Sale.
What if something stops working after the funnel goes live
Systems can encounter technical issues after go-live that are outside the scope of the build. Platform updates, third party integrations and email deliverability can all affect a funnel that was working correctly at handover. The maintenance retainer exists specifically to catch and fix these issues quickly. If you do not have a maintenance retainer and something stops working contact [email protected] and the issue will be assessed and quoted for as a standalone fix.
Can you guarantee the funnel will convert
Conversions cannot be guaranteed. A funnel built on an accurate picture of your business with every element correctly sequenced, every offer properly structured and every element tested gives you the strongest possible foundation for conversion. What happens with that foundation depends on the quality of your traffic, the relevance of your audience and factors outside the scope of the build. Those are part of the strategy session conversation before any scope is confirmed. What can be guaranteed is a funnel that is built on evidence, scoped correctly, built in the right order, tested thoroughly and handed over with everything needed to monitor its performance from day one.
This was really comprehensive, technically sound and just bloody amazing from start to finish. The level of thought, detail and implementation throughout was genuinely impressive. You didn't just tick boxes. You built something strategic, cohesive and commercially strong and it absolutely shows.
Funnel Build & Strategy
A brief free discovery call to confirm funnel type and scope requirements.
A session to investigate your business, audience, offer and goals before anything is built.
A full visual funnel map documenting every step, every decision point and every path through the funnel.
A scoped written proposal confirming every deliverable before work begins.
Full copywriting for every page and every email.
Build in the confirmed order with testing at every stage.
End to end testing of every path before go-live.
Handover session covering what was built, how it works and what to monitor.
Reporting setup so conversion data is available from day one.
Bespoke Pricing
Your business should not depend on you being present for every sale. Let me build the system that changes that.
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