A sales funnel takes people on a journey from visitor to customer, providing different levels of service. For example, at the top of the funnel, you may offer free resources to prove your expertise, such as blogs or guides. In the middle of the funnel you might provide a free 15 minute call to dig a little deeper and give more value. At the bottom of the funnel you may ultimately direct people to your sales page to purchase your premium offering. The end goal is to build trust so people move down the funnel to maximise conversions.