A funnel page is a web page that encourages visitors to complete a specific action at that moment, taking them further down the sales funnel towards the ultimate goal of conversion. There are multiple kinds of funnel pages that serve different purposes and are positioned at different points in the sales funnel.  

What Exactly Is a Funnel Page?

Funnel pages may also be referred to as lead capture pages, sales pages, or landing pages. In reality, a funnel page may be any of these, depending on its purpose. What makes it a funnel page is that it is designed to be a step in the sales funnel.

The term “funnel” originates from the visual representation of the customer journey, where the process starts with a broad potential audience and gradually narrows down to those who take the intended action. This narrowing resembles the shape of a funnel.

The primary objective of a funnel page is to guide visitors towards a particular goal or action, often referred to as a conversion. A conversion can mean different things in different contexts—making a purchase, signing up for a newsletter, registering for a webinar, or downloading an e-book, for example. 

Essentially, a funnel page serves as a strategic touchpoint in a visitor’s journey, aiming to coax them further down the sales funnel until they eventually become a customer.

    Different Types of Funnel Pages

    There are many different types of funnel pages—some pages entice visitors to share their contact information, while others push them towards making a purchase. But while the approach varies between pages, the goal remains the same: conversion. 

    Squeeze pages 

    Squeeze pages are designed to “squeeze” information, typically an email address, from a visitor. They are often used for lead generation, where the visitor exchanges their information for something valuable, such as access to exclusive content, discounts, or a free trial of a product or service. 

    regular squeeze page

    While squeeze pages can be long-form landing pages, they are more commonly structured as pop-ups that appear on other web pages. The pop-up offers a free product or discount in exchange for signing up for the company’s email list, generating valuable leads for future marketing efforts.

    Squeeze page example: On a fashion company’s “New Spring Trends” landing page, visitors get a pop-up prompting them to input their email address for a free fashion styling guide with tips and tricks for styling the new trends.


    Sales pages

    Sales pages are funnel pages that focus on selling a specific product or service. The goal of a sales page is to inform visitors about the offering, show them why they need it, address any potential concerns, and create a sense of urgency that pushes them towards an immediate purchase.

    away's landing page

    Sales pages can be short or long-form, but they typically include a detailed product description, explanation of the benefits, the product price, testimonials or reviews, and strong calls-to-action (CTAs) that encourage visitors to buy.

    Sales page example: A tech company develops a sales page to showcase their new security camera, with the page structured as follows:

    1. An introduction of the camera, along with a video presentation on how it works
    2. Examples of potential use cases 
    3. A list of benefits and a comparison against other options
    4. Details and specs
    5. Testimonials from customers who have seen the benefits first-hand
    6. A strong CTA encouraging visitors to take advantage of the temporary sale price

    Webinar pages

    Webinar pages are similar to squeeze pages in that they both serve as lead magnets. However, webinar pages also create opportunities for more personalized, continuous engagement by prompting visitors to sign up for a future webinar or online course. 

    convert's webinar registration example

    A webinar funnel page should include an eye-catching headline, information about the content, the benefits of attending, the speakers’ qualifications, and the date and time of the event. It should also include a strong CTA that encourages visitors to reserve their spot now.

    Webinar page example: While reading an article on the different types of retirement funds, visitors receive a pop-up webinar page inviting them to sign up for the financial service agency’s upcoming webinar on planning for retirement. 

    Upsell pages

    Upsell pages encourage customers to add on additional items or upgrade their purchase, resulting in increased revenue. These pages typically pop up after a visitor has added items to their cart and offer related items, bundle discounts, or upgrade discounts. 

    Sephora checkout

    Downsell pages

    Downsell pages are typically used towards the end of sales funnel to sway customers who are still on the fence about purchasing.  A downsell page will usually offer a discount or lower priced product, encouraging the customer to make a purchase at a more comfortable price point, rather than not purchasing anything at all. 

    upsell page

    Downsell page example: When visitors attempt to click away from a software company’s product page, they see a pop-up offer encouraging them to view a similar product with fewer features but a lower price point. 

    Free trial pages

    Free trial pages can function as lead magnets, sales pages, or both. They feature an invitation to sign up for a trial version of a product, normally in exchange for the visitor’s information. Free trial pages may simply request the visitor’s email address in exchange for a free download. But they can also require visitors to provide their payment information to be charged for the full product after the free trial has ended.

    prime student free trial landing page

    Free trial page example: A news media company partially blocks articles behind a paywall and shows a pop-up offering a free two-week trial subscription if viewers want to continue reading. Readers must provide their credit card information and are charged for a monthly subscription if they don’t cancel before the trial period ends.

    Thank you pages

    Thank you funnel pages are used post-conversion to thank the visitor for taking the desired action. Although the main purpose is to show gratitude, these pages can serve a secondary purpose of guiding the visitor to the next step in the customer journey. For example, thank you pages can show customers related products, offer a discount on their next purchase, or ask them to share their experience on social media.

    thank you page

    Thank you page example: After purchasing a clothing item from an online retailer, customers are taken to a thank you page highlighting matching accessories and offering them free shipping on their next order. 

    Common Funnel Page Features

    While the structure and content of funnel pages vary depending on the type of page and the desired outcome, these common features are what make them especially effective at guiding visitors toward conversion. 


    The headline is the initial point of contact with the visitor and must immediately grab their attention. It should be compelling, succinct, and effectively convey the unique value proposition of the product or offer. 


    A subheadline isn’t absolutely necessary, but it does give you the opportunity to expand on the headline, further enticing the reader and giving them more reasons why they shouldn’t click away.

    CTA (Call to Action)

    The CTA is a crucial component of the funnel page. It’s the prompt that persuades visitors to perform the desired action, such as “Buy Now,” “Add to Cart,” or “Download.” CTAs should be eye-catching, clear, and motivate visitors to act now. Long-form funnel pages, like sales pages, should include multiple CTAs, while other funnel pages may only have a single CTA.

    Images or video

    High quality visual content, like images or videos, can enhance the message of your funnel page. They not only increase engagement but also provide a more in-depth explanation or demonstration of the product or service, helping customers make a buying decision.

    Testimonials or reviews

    Showcasing testimonials or reviews from satisfied customers can build trust and credibility, increasing the likelihood of conversions. Positive reviews from customers who’ve bought your product can boost visitors’ confidence, help answer questions they may have, and convince them to make a purchase.

    Limited time offers

    Limited-time offers or limited availability create a sense of urgency and prompt visitors to act quickly before they miss out on the opportunity. For example, by advertising a limited number of webinar spots left, you can motivate visitors to sign up with their email and guarantee their spot, even if they aren’t quite sure whether or not they’ll attend. 

    Funnel Analysis

    Marketing professionals can measure the effectiveness of funnel pages and determine how visitors engage with them through a funnel analysis. This analysis tracks the different steps leads and customers take to achieve particular conversion outcomes. 

    For example, they can track how many people visit a funnel page, enter their details, and complete a purchase within a specific period. On the other hand, they can also see where visitors are clicking away and use this information to optimize funnel stages and improve the conversion rate.  

    Optimize your funnel pages with Upgrow 

    Upgrow is a digital marketing agency that specializes in inbound performance marketing. Our team can help you create or optimize your funnel pages to maximize conversions and page performance. Simply book a free strategy call to get started.