Firefly, A Coaching Funnel That Sells Freedom Without the Hype
A long-form coaching funnel for an online business mentor, built to stand out in a niche drowning in lambo-and-laptop bro-marketing. Soft pastels, lifestyle photography, and copy that sounds like a real person, not a manifesto.
Screenshots of the live sales funnel we built for Firefly Coaching. Click any image to view it full-size, or use the arrows to browse.
The challenge
The online business coaching space is one of the loudest, most oversaturated markets on the internet. Every funnel looks the same: dark backgrounds, yellow highlights, screenshots of Stripe notifications, and headlines about 'making six figures while you sleep.' Firefly's founder had the opposite brand, soft, feminine, honest, and a little skeptical of the whole 'guru' industry. She came to us with a clear brief: 'I want a funnel that converts without making me look like every other coach on Instagram.' The challenge wasn't building a funnel. The challenge was building one that didn't betray her brand to do 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 the entire visual system around soft pastels, lavender, peach, mint green, with organic wave shapes separating sections. No harsh contrasts. No dark mode. No fake urgency banners.
- 02Wrote the headline as an invitation, not a command: 'It's never too late to start following your dreams.' This tested better than harder headlines like 'Build your online business in 90 days', because the audience had been burned by those before.
- 03Used real lifestyle photography (tropical settings, calm workspaces) instead of the standard 'person pointing at a laptop' stock imagery. The photos sell the outcome (freedom, location independence) without showing the cliché props.
- 04Structured the page as a personal letter from the founder, opening with her story, walking through the methodology, then introducing the offer as something she built because she wished it had existed when she started.
- 05Removed every dark pattern: no countdown timers, no 'only 3 spots left' pop-ups, no fake testimonial carousels. The only urgency is real urgency, a current cohort closing on a specific date.
- 06Integrated the funnel with a 14-day email nurture sequence written in her voice, not a copywriter's. We trained her on the framework; she wrote the emails. This paid off in deliverability and engagement.
The outcome
We launched earlier this year and have been tracking real numbers since. Here's what the funnel is doing 5 months in:
“I was genuinely nervous about hiring an agency because I assumed they'd make me look like every other coach online. The Broadwave Digitals team built me a funnel I'm actually proud to share. My audience noticed immediately, I got DMs asking who designed it within a week of launching.”
Want a funnel like this for your brand?
Book a free 30-minute audit. We'll look at what you're doing now and tell you honestly whether we can help.