And no, it’s not the CRM. Or the color of your CTA button.

You know that feeling when you technically have a funnel—landing page, lead magnet, nurture sequence, maybe even a discount code—but nothing’s moving? Leads trickle in. Nobody converts. The sales team side-eyes marketing on Slack. The founder starts forwarding you other people’s LinkedIn posts with 😬 emojis.

I call that Funnel Limbo.
You’re not broken. You’re just stuck in the in-between. The strategy gap.

🧩 The Setup

A SaaS team came to me with the usual cocktail:

  • Lead gen budget: ✅
  • Traffic to the landing page: ✅
  • Funnel software stack: ✅
  • Actual conversions: ❌
  • Emotional chaos: ☠️

“We’ve got content. We’ve got a sequence. People click. But then… they disappear.”

Classic case of funnel energy mismatch.

🔍 The Real Problem

Here’s what I saw within 7 minutes:

  1. No POV.
    The copy read like it was written by a polite ghost. No point of view, no stakes, just... features in a trench coat.
  2. Generic CTA hell.
    “Learn more,” “Get started,” “See how it works.” Cool. But why? What’s the problem you’re solving in a way only you can solve?
  3. Disconnected nurture.
    The emails assumed every lead was warm and ready to buy. Half weren’t even sure what they’d signed up for. Funnel fail.
  4. Founder hiding in the shadows.
    No human voice. No personality. Just… vague “brand we” energy trying to sound impressive.

🎯 The Fix

I rebuilt the core funnel using one rule:
👉 Speak to real humans who are trying not to get fired.

  • We rewrote the landing page to open with a dead-simple “Here’s what’s broken. Here’s what happens if you don’t fix it.”
  • We injected sass into the lead magnet (it was a glorified checklist; we made it a mini manifesto).
  • The email nurture got segmented into Cold, Curious, and Chaos.
  • The founder started sending a weekly “Here’s what we’re learning” note, complete with swearing, real screenshots, and one-liner punch.

Conversions jumped. Engagement spiked. Sales said, and I quote, “Whatever you did, do more of it.”

🧠 The Takeaway

Funnel limbo isn’t about tech—it’s about tone.
If your copy doesn’t sound like it knows your audience’s stakes, it won’t convert. If your funnel isn’t emotionally calibrated to their level of pain or urgency, it won’t work. Period.

A good funnel doesn’t just move people through stages.
It meets them in the chaos and shows them a way out.

PS: If this feels like your funnel, your team, or your “let’s revisit this next quarter” doc—let’s talk. I live for this stuff.