How to Build a Funnel That Actually Converts

What is a funnel?

A funnel is simply the path someone takes from discovering your brand to becoming a customer. In theory, it’s a clean, step-by-step process: awareness, interest, decision, action.

In reality it is not this straightforward. People jump in halfway through, skip steps, come back weeks later, or find you again through a completely different channel.

A high-trust funnel isn’t about forcing people through rigid stages, it’s about designing a journey that feels natural at every touchpoint. Each step should earn a little more confidence, no matter where someone enters or exits the process

Most funnels look shiny in a Figma mockup or pitch deck…until you run traffic.

We have all seen this happen over and over. The design looks great, the copy is sharp, but once the ads go live…crickets.

We analyze, moan about bot traffic and useless leads, all nonsense. The traffic’s fine. 

The problem is your funnel, which couldn’t build trust if it came with a priest and a lifetime guarantee.

In this article, I’ll walk you through the exact framework we use at Groove Media to turn generic, “template-style” funnels into high-trust systems that actually convert.

The Real Problem with Most Funnels

Here’s what most funnels get wrong:

• The messaging is so broad it could apply to anyone.

• The visuals don’t build confidence or credibility.

• There’s too much friction before the user ever gets any value.

  
  

And yet…these are the same funnels people keep duplicating because they are searching for templates and use the same ChatGPT prompts. 

The missing skill isn’t ads, design, or offers, it’s context engineering.

Every step of your funnel needs to make psychological sense to the person on the other side of the screen.

Think about it like onboarding a client. If you jump straight to: “Here’s what we do, book a call!” You’ll get silence. But if you guide them, step-by-step, show proof, and make it easy to say “yes,” trust grows, and your visitors will actually convert. 

The High-Trust Funnel Framework

Most people design funnels top-down, start with a hero section, write some copy, add a CTA, done.

We build them backwards. Here’s how:

Step 1: Define the Outcome

Funnels fail because they’re not designed around a single, measurable goal.

What do you actually want someone to do?

• Fill out a lead form?

• Book a call?

• Start a free trial?

  
  

If your funnel tries to do all three, it does none well.

Start with clarity. Everything else (copy, visuals, proof, CTAs) should serve that single outcome.

Clarity is the foundation of conversion.

Step 2: Break It Into Micro-Steps

Big asks scare people. Small yeses build momentum.

Instead of jumping from cold ad → “Book a Call,” create a flow that moves them through small commitments:

1. Watch a short video or reel.

2. Download a checklist.

3. Read a quick case study.

4. THEN offer the call.

   
   

Each “yes” is a micro-conversion, a small moment of trust.  

The psychology is simple: when people commit in small ways, they’re far more likely to take the next step.

Don’t design funnels. Design momentum.

Step 3: Match Context at Every Step

This is where most funnels collapse. The offer, the message, and the design don’t feel like one story.

A high-trust funnel feels consistent. Every step matches the mindset your audience is in.

• Headline: Communicates your UVP in plain English.

• Proof section: Real results, not vague claims. 

Sidenote: If you don’t have them yet, because you are starting out, you can still build trust by showing your expertise creating content or while doing spec work.

• CTA: Frictionless, clear next step.

• Visuals: Consistent tone and quality, no random stock photos. Branding is what glues this together. When your visual identity, language, and tone stay consistent, people subconsciously start to trust you. They see you as credible, not just another ad.

Step 4: Test & Refine

Funnels aren’t static. Treat them as living systems.  A/B test your CTAs, refine your messaging, and keep learning from the data. Even small improvements, like moving proof higher up or simplifying your form, can double your conversions.

Show your audience that you listen and adapt. That’s how you go from a 3 out of 10 trust score to a 9 out of 10. Iteration is what turns a good funnel into a predictable one.

Turn the Framework Into Action

Funnels don’t fail because of ads. They fail because they’re generic.

When you:

1. Define the outcome

2. Break it into micro-steps

3. Match context at every stage

4. Refine continuously

   
   

And most of all: really, really put in the work on all elements. Don’t shortcut it. 

You create trust, and trust converts.

JESSE HESLINGA

Performance Marketer

Co-founder of Groove Media

jesse@groovemedia.io