From Grief to Peace, A Lead-Magnet Funnel Built With Empathy
A long-form lead-magnet funnel for a grief support coach, designed to feel human first and convert second. Two free resources, a grief support guide and a memory journal, feed a nurture sequence that has built an email list of qualified, emotionally-invested subscribers.
Screenshots of the live sales funnel we built for Denise Ackerman. Click any image to view it full-size, or use the arrows to browse.
The challenge
Denise came to us with a painful problem: she had spent years building a grief support practice on social media, and the algorithm kept throttling her reach. She was reaching maybe 8% of the people who had explicitly asked to hear from her. The audience was there. The trust was there. What she didn't have was a way to own the relationship, a place where she could show up in their inbox without asking a platform's permission. The sensitivity of the topic made it harder. This isn't a fitness funnel where you can lean on before-and-after photos. The copy had to feel like it was written by a human who actually understood grief, not by a marketer who happened to be paid to write about it.
What we built
We took a deliberate, page-by-page approach, every section had to earn its place. Here's what that looked like in practice:
- 01Built a long-form landing page that reads less like a sales page and more like a letter from someone who has been there. The hero section leads with empathy ("Find Comfort and Healing") before any mention of the offer.
- 02Designed a soft visual system using sage green, off-white, and muted teal, colors chosen with a therapist's input to feel calm rather than clinical.
- 03Created two lead magnets instead of one: the main grief support guide, plus a separate Memory Journal offered as a secondary conversion path. This gave us two chances to capture the email, and the journal specifically catches visitors who are further along in their grief journey.
- 04Placed the opt-in form three times down the page, top, middle, and bottom, so visitors at any scroll depth could convert without hunting for it.
- 05Built a testimonial wall using real quotes from people Denise had helped, with their first names and star ratings. No fake testimonials, no stock photos.
- 06Wired the form to a tagged welcome sequence that delivers the guide immediately, then drips a 7-day follow-up series written in Denise's voice.
The outcome
We launched earlier this year and have been tracking real numbers since. Here's what the funnel is doing 2 months in:
“I'd been putting off building a real funnel for two years because every agency I spoke to wanted to make it look like a fitness brand. Broadwave Digitals was the first one who got it. The page feels like me. And for the first time, I actually own the relationship with my audience, not Instagram.”
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