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Hi, I’m Paige, funnel strategist, conversion copywriter, and founder of The Impact Copywriter. I believe that your funnels should work harder, so you don’t have to. The problem is most lead gen funnels aren’t working hard enough for your business. They don’t attract the right people to the party. They miss opportunities to build trust and credibility, and they don’t do a good job of leading a new subscriber to the next step in the funnel.

Today, I’m going to share with you four ways that I use to make my lead gen funnels work harder for me and my clients. Number one is crafting a strategic lead magnet, not just any old lead magnet will do. You want your lead magnet to be strategic, so besides adding emails and subscribers to your email list, you also want to make sure you’re attracting the right people to your list with your lead magnet.

That means you want to use something that’s related to what you’re going to sell later in the funnel, either by topic, by problem, or by goal. A lead magnet that’s not strategic does nothing but pull people to your business who are not the right fit for what you’re going to sell later on. It’ll build your email list with people who aren’t going to buy from you.

If you want to make your lead gen funnel a part of your business, start with looking at your lead magnet. Is it strategic? Is it related to what you’re selling later on either by topic, by problem, or by goal?

Number two is using video on your thank you page. I like to call these upgraded thank you pages. The fact is, most thank you pages are kind of lazy. They just say, “Hey, thanks. Here’s your download. Okay. Bye.” That’s it. That’s a huge touch point. That’s the first interaction you could be having with a new subscriber inside your funnel.

Why not use video to start building a connection to introduce yourself to establish a credibility? To actually demonstrate your expertise by walking your new subscribers through that lead magnet and then, inviting them to take the next step in the funnel, whatever that is.

Maybe it’s a webinar, maybe it’s a video course, maybe it’s an entry-level offer, but using that video, early on, to start building that connection.

Number three. Start using a CTA on your thank you pages. Now, ideally, this would be a button leading to the next step in your funnel. Again, it might be a webinar or a video course, a mini-class, something else entirely. Maybe a free trial if you’re selling a membership, but whatever that next step is, make sure they can get to it from the thank you page.

Most people won’t be ready for it yet. That’s true, but some people will be and we want to make sure we’re giving them that opportunity to get help faster. Now, if you don’t have the next step in your funnel yet, that’s okay. You can still use a CTA to achieve some of your other business goals.

Maybe it’s to build your social media presence or get a new subscriber to take a survey so you can learn more about them or maybe you have some sharing buttons so you can promote sharing that lead magnet and increasing your reach.

Number four is to craft a delivery email that gets automatically sent after opt-ing into that lead magnet, pushing people back to the video. Now, most delivery emails are just as lazy as their thank you pages. “Hey, thanks. Here’s the download you requested. Here’s some stuff about me. Okay. That’s it. I’ll be emailing you from time-to-time. Okay. Bye.”

If you’re using that video on the thank you page, we’re wanting people to watch that. We want to build that connection, so our goal of the delivery email is to get people to watch that video. We’re wanting to build that connection and we want to present them with that next step in the funnel.

So, treat your delivery email with as much care as you would treat any of your other sales or promo emails inside your funnel. There you have it. Four easy tactics you can use to make your lead gen funnel work harder for your business.

Use a strategic lead magnet, use video on your thank you page, add a CTA to your thank you page that supports the next step in your funnel, or other business goal, and finally, craft a delivery email that’s leading people back to that thank you page where they can find the video and the CTA and the next step in the funnel.

If you’d like help taking your lead gen funnel from lazy to hard-working, then come over to and start a project discussion with me.