Top B2B Marketing Tips On Mapping Web Pages To Funnel Stages

Posted by Christabelle Tani 

The other day I was auditing a client's website for optimisation opportunities when an interesting idea struck me; each web page has its matching funnel stage.

Here's what I mean.

There are 2 kinds of pages; those that are educational (hot industry news, things that are of interest to your buyers), and those that are promotional (information on your company's background, and its products or services).

Naturally, the educational bits will cater to your top of funnel visitors, while the promotional bits are more for your middle to bottom of funnel visitors.

So although every web page should have a conversion path for each buyer no matter what stage they're at in their journey, each page tends to be aligned to one funnel stage more than another. 

Failing to recognise this could mean muddled messaging, a lack of clarity and alot of lost opportunities to convert visitors into leads. The following is a map of how you can minimise leakage by matching your web pages to different buyer stages:

1. Home Page 

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