Create a flowchart of a sale for courses

Written By Quinten Sheriff

This blog post is a customer journey created for a Squarespace online course, from initial awareness to final purchase. The Design Coop created a similar one to this, for an upcoming course. Use it as a template for your sales funnel!

Phase 1: Top of Funnel (TOFU)

This is the awareness stage, where potential customers discover your brand. The goal is to cast a wide net with valuable, free content that addresses their initial problems, like needing a website.

Key TOFU Marketing Channels

The bar chart below shows the relative effectiveness of different awareness strategies. SEO-driven content marketing often yields the highest engagement, as it directly answers user queries.

Customer Actions

  • Becomes aware of a problem ("I need a professional website").

  • Searches for general solutions like "how to build a website."

  • Discovers your free content (blogs, videos).

Your Marketing Actions

  • Publish SEO-optimized blog posts and tutorials.

  • Share tips and visuals on social media platforms.

  • Host free introductory webinars on Squarespace basics.

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Phase 2: Middle of Funnel (MOFU)

In the consideration stage, prospects know their problem and are actively evaluating solutions. Your goal is to build trust and position your course as the best choice.

Lead Nurturing Impact

The donut chart above illustrates which MOFU tactics are most effective at converting visitors into qualified leads. Email marketing remains a powerhouse for building relationships.

Customer Actions

  • Downloads a lead magnet (e.g., checklist, e-book).

  • Subscribes to your email newsletter for more tips.

  • Compares your course with other available options.

Your Marketing Actions

  • Send email nurture sequences with case studies.

  • Run retargeting ads to remind them of your course.

  • Offer a free mini-course or lesson to showcase value.

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Phase 3: Bottom of Funnel (BOFU)

This is the decision stage where the prospect or client is ready to buy but needs a final push. Your content must overcome objections and create a call to action to purchase, and trust.

Key Purchase Decision Factors

The radar chart below visualizes the relative importance of different elements on the sales page. Strong testimonials and a clear money-back guarantee are critical for closing sales.

Customer Actions

  • Reviews the sales page, curriculum, and pricing.

  • Looks for social proof like testimonials and reviews.

  • Seeks a guarantee to mitigate purchase risk.

Your Marketing Actions

  • Optimize the sales page with clear CTAs and FAQs.

  • Offer limited-time bonuses or discounts.

  • Provide responsive customer support for final questions.

Quinten Sheriff
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