I often see people make a bunch of random stuff that isn’t tied together in any way. Random posts, random reels, random ads, and nothing has any logical flow or thinking behind it, this of course doesn’t work.
A funnel can fail even when every individual piece looks good.
The reel may be good.
The PDF may be good.
The product may be good.
But if the customer does not know what to do next, the journey breaks.
You should be able to follow the entire path from first contact to payment without confusion.
For example:
- Someone sees a reel.
- The reel tells them to click the link in the bio or comment a word.
- The link or automated message sends them to the promised resource.
- The resource demonstrates the value you create.
- The resource points to a more valuable next step.
- The customer sees a clear offer.
- The payment process works.
- The customer receives confirmation and knows what happens next.
At every stage, ask:
What is the next logical action for the customer?
If the answer is unclear, the funnel is incomplete. If you have no idea where to start with a funnel like this, read: Reverse Engineer Businesses That Already Work
Make the Ask Progressively Bigger
Do not usually ask a stranger to make a large commitment immediately.
Begin with a small action:
- Watch the video.
- Read the caption.
- Comment a word.
- Click the link.
- Enter an email address.
- Download a short guide.
- Book an assessment.
- Buy a small product.
- Purchase a larger service.
Each step should create enough value and trust to justify the next one.
A person who has only seen one reel may not be ready to buy a $5,000 service.
But they may be willing to download a useful PDF.
If the PDF clearly demonstrates that you understand their problem, they may then be willing to book an assessment.
The assessment may reveal a valuable problem that justifies the larger offer.
The ask grows as trust and perceived value grow.
Test the Entire Journey Yourself
Do not assume the links work.
Follow the journey as though you were a new customer.
Use a phone, because that is where many people will experience it.
Check:
- Does the link in the bio open?
- Does the automated message arrive?
- Does it contain the correct link?
- Does the page load quickly?
- Is the next action obvious?
- Does the form work?
- Does the email arrive?
- Do links inside the PDF work?
- Does the checkout work?
- Is the price clear?
- Does the customer receive a confirmation?
- Do they know what happens after payment?
Also ask someone unfamiliar with the business to test it.
Do not explain what they are supposed to do.
Watch where they hesitate.
If they ask:
“What do I do now?”
the journey needs improvement.
Remove Dead Ends
Every piece of content should lead somewhere appropriate.
A reel should not send someone to a profile with no useful link.
A PDF should not end without a next step.
A sales page should not explain the offer without showing how to buy.
A checkout should not collect payment and leave the customer wondering what happens next.
The customer should never need to invent the journey.
Your job is to make the next step visible, logical, and proportionate to the trust already earned.
At every point, create value, make one clear ask, and lead naturally to the next step.
Bad and Good Customer Journeys
A good customer journey does not merely contain working links.
Each step must feel like the natural continuation of the step before it.
The customer should understand:
- why they should act;
- what will happen;
- what they will receive;
- and what to do afterward.
Example 1: The Reel Leads Nowhere
Bad journey
- A reel explains a useful pronunciation mistake.
- The creator says, “Follow for more.”
- The viewer visits the profile.
- The bio contains no relevant link.
- The pinned posts promote several unrelated products.
- The viewer leaves.
The content created attention, but there was no path from attention to action.
Better journey
- A reel explains a pronunciation mistake common among Portuguese speakers.
- It ends with:“Comment CLEAR and I’ll send you the free checklist with the ten mistakes I see most often.”
- An automated private message sends the promised checklist.
- The message explains what the checklist contains.
- The checklist helps the reader identify their own mistakes.
- At the end, it offers a personalized assessment.
The next step matches the problem introduced in the reel.
Example 2: The Promise and Destination Do Not Match
Bad journey
The reel says:
“Click the link in my bio to discover why people misunderstand your English.”
The bio link opens the homepage of a general language school.
The page discusses:
- grammar classes;
- children’s tutoring;
- translations;
- exam preparation;
- and corporate lessons.
The viewer must search for the promised answer.
Most will leave.
Better journey
The reel links directly to a page titled:
Why Portuguese Speakers Are Sometimes Misunderstood in English
The page:
- continues the exact subject of the reel;
- explains the problem;
- includes examples;
- offers a short pronunciation checklist;
- and invites the visitor to take an assessment.
The destination fulfills the expectation created by the content.
Example 3: Asking for Too Much Too Soon
Bad journey
- Someone sees one reel.
- The call to action says:“Apply now for my €5,000 coaching program.”
- The visitor reaches a long application asking about income, goals, budget, and personal history.
- They know almost nothing about the provider.
- They leave.
The ask is much larger than the trust created.
Better journey
- The person watches a useful reel.
- They download a focused guide.
- The guide demonstrates expertise and explains the problem.
- They receive a few useful follow-up emails.
- They are invited to purchase a €100 assessment.
- The assessment identifies a serious problem.
- Suitable customers are then offered the €5,000 program.
The ask grows as evidence, trust, and value grow.
Example 4: The Free Resource Is a Dead End
Bad journey
- The customer downloads a PDF.
- The PDF contains useful information.
- The final page says:“Thanks for reading.”
- There is no link, offer, or recommended next action.
- The customer closes it and forgets who created it.
The business delivered value but did not continue the relationship.
Better journey
The final page says:
You can now identify the most common pronunciation problems. The next step is finding out which ones affect you personally.
It then offers:
- a link to a personalized assessment;
- a short explanation of what the assessment includes;
- the price;
- and one clear button.
The larger offer is the natural next step, not a random advertisement.
Example 5: Too Many Choices
Bad journey
A visitor clicks the bio link and sees:
- book coaching;
- join the newsletter;
- buy the course;
- listen to the podcast;
- visit YouTube;
- download three guides;
- join Discord;
- read the blog;
- and contact the company.
Nothing is clearly prioritized.
The customer must decide how the funnel works.
Better journey
The profile has one primary action:
Take the free two-minute pronunciation check.
After completing it, the result page offers one relevant next step:
Book a full assessment.
Other resources may still exist, but they do not compete with the main journey.
Example 6: Broken Automation
Bad journey
- A reel says, “Comment GUIDE.”
- The viewer comments.
- No private message arrives.
- It arrives several hours later with a broken link.
- The replacement page asks for information unrelated to the guide.
- The viewer loses trust.
Automation does not improve a funnel when it automates a broken experience.
Better journey
- The viewer comments.
- The message arrives quickly.
- It says:“Here is the guide I promised. It explains the five pronunciation patterns covered in the reel.”
- The link opens the correct mobile-friendly page.
- The guide arrives immediately.
- The next message asks whether they want help identifying their own patterns.
The automation fulfills the exact promise and then creates a logical continuation.
Example 7: Payment Creates Confusion
Bad journey
- The customer reads the sales page.
- They pay.
- The checkout returns to a blank page.
- No confirmation email arrives.
- They do not know whether payment succeeded.
- They do not know how to access the product or schedule the service.
The customer feels most uncertain immediately after making the largest commitment.
Better journey
After payment, the customer sees:
Payment successful. Here is what happens next.
The page explains:
- Check your email for confirmation.
- Complete the intake form.
- Book your first session.
- Expect your initial assessment within two business days.
- Contact this address if anything goes wrong.
The customer receives the same information by email.
A strong journey continues after the money exchange.
A Simple Test
For every step, complete this sentence:
After the customer does this, the most logical next step is…
If you cannot complete it easily, the journey probably contains a gap.
Also ask:
- Does this step fulfill the previous promise?
- Does it create enough value to justify the next ask?
- Is there one obvious action?
- Is the next commitment slightly larger rather than dramatically larger?
- Does the customer know what happens after acting?
- Can the entire journey be completed on a phone?
A bad journey makes the customer stop and think:
“What am I supposed to do now?”
A good journey makes the next action feel obvious.