Funnel Playbook Skill
Load before: building, editing, or QAing any funnel page.
Quick Reference
Hook-Story-Offer (every page)
- Hook: Lead with PAIN, not product. Be specific. Match traffic source temperature.
- Story: Epiphany Bridge (backstory > wall > epiphany > framework > transformation)
- Offer: The Stack (total value before price reveal, then actual price)
Page Structure (Default Funnel)
1. HERO (Required) - Eyebrow + headline (12 words max) + subhead (30 words max) + CTA + social proof strip
2. PROBLEM (Recommended) - Pain statement + 4-6 specific bullets in customer language
3. SOLUTION (Recommended) - Category creation ("not just another tool") + 3-5 highlights + product visual
4. FEATURES (Optional) - 3-6 benefit-led features with concrete outcomes
5. ROADMAP (Optional) - 3-6 phases Week 1 -> Month 3+, honest metrics only
6. SOCIAL PROOF (Recommended) - 2-3 testimonials (vehicle/internal/external objections), never fabricated
7. COMPARISON (Optional) - Only for "vs X" angles, honest feature-by-feature
8. PRICING (Required) - Price prominent, value stack, risk reversal (money-back guarantee)
9. FAQ (Required) - 5-8 items, ordered: price -> differentiation -> ease -> time -> guarantee
10. FINAL CTA (Required) - Closing headline + CTA button + guarantee restated + genuine urgency only
Copy Rules
| Rule |
Detail |
| Reading level |
5th-7th grade (12.9% CVR vs 2.1% for jargon) |
| No em dashes |
Brand rule. Use commas, periods, or restructure. |
| First-person CTA |
"Start my AI partner" not "Sign up" (10-90% lift) |
| Single primary CTA |
One CTA per page = 266% boost. Appears 3x minimum. |
| Guarantee proximity |
Money-back guarantee within 20px of every CTA |
| Social proof |
Real only. No fabricated testimonials. 4.0-4.7 star range if ratings used. |
Objection Handling Order
| # |
Category |
False Belief |
How to Handle |
| 1 |
Vehicle |
"This type of tool doesn't work" |
Show the mechanism and proof |
| 2 |
Internal |
"I'm not skilled enough to use it" |
Show simplicity and guidance |
| 3 |
External |
"I don't have time for this" |
Show quick onboarding and automation |
Risk Reversal Framing
Write: "30-day money-back guarantee. Try it risk-free." / "Pay today, 30 days to decide."
Never write: "Cancel anytime" / "Free trial" / "No commitment" / "Easy to cancel"
QA Checklist (Top 15)
Funnel Type Selection
| Trigger |
Funnel Type |
Traffic Temp |
| Search "[industry] [tool type]" |
Industry landing page |
Warm |
| Search "[product] vs X" |
Comparison page |
Warm-Hot |
| Social ad / Outreach |
VSL/Webinar reg > Watch > Offer |
Cold-Warm |
| Blog / SEO content |
Content > Lead magnet > Email gate > Nurture > Sales |
Cold |
| Referral from customer |
Direct landing, testimonial-heavy |
Hot |
Traffic Source CVR Benchmarks
| Channel |
End-to-End CVR |
Best For |
| SEO |
~0.31% |
Long-term, high-intent |
| LinkedIn |
~0.22% |
B2B targeting, warm outreach |
| Webinar |
~0.13% |
Education-heavy products |
| Email |
~0.12% |
Nurture and re-engagement |
Lessons Learned from Production
- Scope elicitation before building: Always ask who the target audience is, what angle to use, confirm pricing, and what the primary CTA destination is.
- Generalize first, specialize later: Build for the broad audience first, then create narrow variants.
- Integrations section is standard: Every vertical funnel should include a "Works with your existing tools" section.
- Roadmap must map to features: Every feature card must appear in at least one roadmap phase.
- Copy review pass: Check for duplicate/similar headlines across sections before deploying.
- No placeholder content: Placeholders are build failures, not warnings. Page is not done until all content is real.
Pre-Build Questionnaire
Before building ANY funnel page, answer these questions:
- Target audience: specific niche or general industry?
- If niche: which specific tools/apps do they use?
- Should the page reference specific tools or stay generic?
- Pricing tier: which tier is this page for?
- Primary CTA: where does the main button go?
- Secondary CTA: discovery link destination?
- Angle: pain-aware / solution-aware / comparison / social proof?
- Are there real customer testimonials for this vertical?
- What competitor/alternative is the reader considering?
Built by PureBrain -- AI-powered marketing operations.
Want the full suite of 183+ production-tested skills? Start your trial ->
1---2name: funnel-playbook3description: Complete funnel strategy playbook. Hook-Story-Offer framework, page structure templates, copy rules, objection handling order, QA checklist, and traffic source benchmarks.4---56# Funnel Playbook Skill78**Load before**: building, editing, or QAing any funnel page.910---1112## Quick Reference1314### Hook-Story-Offer (every page)15161. **Hook**: Lead with PAIN, not product. Be specific. Match traffic source temperature.172. **Story**: Epiphany Bridge (backstory > wall > epiphany > framework > transformation)183. **Offer**: The Stack (total value before price reveal, then actual price)1920---2122## Page Structure (Default Funnel)2324```251. HERO (Required) - Eyebrow + headline (12 words max) + subhead (30 words max) + CTA + social proof strip262. PROBLEM (Recommended) - Pain statement + 4-6 specific bullets in customer language273. SOLUTION (Recommended) - Category creation ("not just another tool") + 3-5 highlights + product visual284. FEATURES (Optional) - 3-6 benefit-led features with concrete outcomes295. ROADMAP (Optional) - 3-6 phases Week 1 -> Month 3+, honest metrics only306. SOCIAL PROOF (Recommended) - 2-3 testimonials (vehicle/internal/external objections), never fabricated317. COMPARISON (Optional) - Only for "vs X" angles, honest feature-by-feature328. PRICING (Required) - Price prominent, value stack, risk reversal (money-back guarantee)339. FAQ (Required) - 5-8 items, ordered: price -> differentiation -> ease -> time -> guarantee3410. FINAL CTA (Required) - Closing headline + CTA button + guarantee restated + genuine urgency only35```3637---3839## Copy Rules4041| Rule | Detail |42|------|--------|43| Reading level | 5th-7th grade (12.9% CVR vs 2.1% for jargon) |44| No em dashes | Brand rule. Use commas, periods, or restructure. |45| First-person CTA | "Start my AI partner" not "Sign up" (10-90% lift) |46| Single primary CTA | One CTA per page = 266% boost. Appears 3x minimum. |47| Guarantee proximity | Money-back guarantee within 20px of every CTA |48| Social proof | Real only. No fabricated testimonials. 4.0-4.7 star range if ratings used. |4950---5152## Objection Handling Order5354| # | Category | False Belief | How to Handle |55|---|----------|-------------|---------------|56| 1 | Vehicle | "This type of tool doesn't work" | Show the mechanism and proof |57| 2 | Internal | "I'm not skilled enough to use it" | Show simplicity and guidance |58| 3 | External | "I don't have time for this" | Show quick onboarding and automation |5960---6162## Risk Reversal Framing6364**Write**: "30-day money-back guarantee. Try it risk-free." / "Pay today, 30 days to decide."65**Never write**: "Cancel anytime" / "Free trial" / "No commitment" / "Easy to cancel"6667---6869## QA Checklist (Top 15)7071- [ ] Headline leads with outcome, not product name (under 12 words)72- [ ] 5th-7th grade reading level throughout73- [ ] Single primary CTA, first-person, benefit-framed74- [ ] CTA button uses high-contrast accent color on dark background75- [ ] Money-back guarantee within 20px of every CTA76- [ ] Price clearly displayed with value stack context77- [ ] No fabricated metrics or testimonials78- [ ] Social proof strip in/near hero (2-3 items)79- [ ] FAQ: 5-8 items covering vehicle/internal/external objections80- [ ] All CTA URLs include UTM parameters81- [ ] Valid page structure (no broken links)82- [ ] Mobile: CTAs in thumb zone, touch targets 44x44px, loads under 3s83- [ ] Images compressed under 300KB, responsive84- [ ] No em dashes in any copy85- [ ] Consistent brand voice throughout8687---8889## Funnel Type Selection9091| Trigger | Funnel Type | Traffic Temp |92|---------|------------|-------------|93| Search "[industry] [tool type]" | Industry landing page | Warm |94| Search "[product] vs X" | Comparison page | Warm-Hot |95| Social ad / Outreach | VSL/Webinar reg > Watch > Offer | Cold-Warm |96| Blog / SEO content | Content > Lead magnet > Email gate > Nurture > Sales | Cold |97| Referral from customer | Direct landing, testimonial-heavy | Hot |9899---100101## Traffic Source CVR Benchmarks102103| Channel | End-to-End CVR | Best For |104|---------|---------------|----------|105| SEO | ~0.31% | Long-term, high-intent |106| LinkedIn | ~0.22% | B2B targeting, warm outreach |107| Webinar | ~0.13% | Education-heavy products |108| Email | ~0.12% | Nurture and re-engagement |109110---111112## Lessons Learned from Production1131141. **Scope elicitation before building**: Always ask who the target audience is, what angle to use, confirm pricing, and what the primary CTA destination is.1152. **Generalize first, specialize later**: Build for the broad audience first, then create narrow variants.1163. **Integrations section is standard**: Every vertical funnel should include a "Works with your existing tools" section.1174. **Roadmap must map to features**: Every feature card must appear in at least one roadmap phase.1185. **Copy review pass**: Check for duplicate/similar headlines across sections before deploying.1196. **No placeholder content**: Placeholders are build failures, not warnings. Page is not done until all content is real.120121---122123## Pre-Build Questionnaire124125Before building ANY funnel page, answer these questions:1261271. Target audience: specific niche or general industry?1282. If niche: which specific tools/apps do they use?1293. Should the page reference specific tools or stay generic?1304. Pricing tier: which tier is this page for?1315. Primary CTA: where does the main button go?1326. Secondary CTA: discovery link destination?1337. Angle: pain-aware / solution-aware / comparison / social proof?1348. Are there real customer testimonials for this vertical?1359. What competitor/alternative is the reader considering?136137---138139Built by [PureBrain](https://purebrain.ai) -- AI-powered marketing operations.140141Want the full suite of 183+ production-tested skills? [Start your trial ->](https://purebrain.ai/pricing)
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