A marketing funnel describes how people move from not knowing you exist to discovering you, trusting you, and then hiring or buying. Funnels help you plan content, SEO, and messaging with purpose.
Three stages
Top of funnel (TOFU) – Awareness – People discovering a problem. Examples: “Why is my website slow?”, “How much does a website cost?”. Resource hubs and guides fit here.
Middle of funnel (MOFU) – Consideration – People comparing solutions. Examples: “WordPress vs Shopify”, “Managed hosting vs shared hosting”, “Do I need a website redesign?”. MOFU content builds trust.
Bottom of funnel (BOFU) – Decision – People ready to act. Examples: “Web designer Stratford-upon-Avon”, “Hire Shopify developer UK”. Service pages and contact forms fit here.
How your hubs fit
- TOFU: education (domains, hosting, content, technical SEO, growth)
- MOFU: comparisons, deeper guides
- BOFU: service pages, contact, enquiry forms
Why funnels matter
Funnels help you see which content is missing, structure your site, clarify messaging, and improve conversions. Your hubs already form a funnel. Service pages sit at the bottom; guides and hubs feed into them.
For next steps, see Landing pages vs homepages, Search intent, and SEO checklist.
Want visibility and tracking set up properly? Explore SEO foundations →