Strategy & planning
See exactly where buyers drop off, and fix it
A clear map of how a stranger becomes a customer, with the leaks marked and a plan to close them.
Most businesses spend on getting attention and lose people quietly after that. A funnel and journey map lays out every step a person takes from first hearing about you to buying and coming back, then shows where they stall, hesitate, or leave. Once you can see the path, you stop guessing and start fixing the stages that actually cost you money.
I have spent over a decade moving people through these paths, on paid media for brands like Coca-Cola and Audi and in-house growth roles where I owned the whole journey. So I map what your buyers really do, using your own data and a few honest conversations, rather than dropping a tidy diagram on you. The goal is a map you can act on this month, with the biggest leak named first.
What you get
- A full funnel map from first touch to repeat purchase, with every stage and decision point laid out
- A journey map per main buyer type, showing what they need, feel, and ask at each step
- Drop-off analysis from your GA4 (Google Analytics 4) and sales data, marking where people leave and roughly what it costs
- A prioritised list of fixes, ranked by impact and effort, so you know what to do first
- The questions and objections to answer at each stage, mapped to pages, emails, and ads
- Tracking gaps flagged, so the steps you cannot currently see get measured properly
How I do it
- 01
Pull the real path
I start with your analytics, sales records, and enquiry history to see how people actually move, not how the website assumes they do.
- 02
Talk to the people who know
Short conversations with you, your sales team, and where possible a few recent buyers surface the hesitations and questions the data alone cannot show.
- 03
Map stages and drop-off
I lay out each stage of the funnel and journey, then mark where people stall or leave and estimate what that loss is worth in revenue.
- 04
Diagnose each leak
For every weak stage I name the likely cause, whether it is a missing answer, a slow page, weak follow-up, or the wrong message to the wrong person.
- 05
Prioritise the fixes
You get a ranked plan: the changes that recover the most revenue for the least effort first, with owners and a sensible order.
A few tools I’ve already built
Quick examples you can try right now, to show the kind of thing I make. When your business needs something specific, I build it custom.
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Ad Waste Audit
Paste your search terms and get the wasted spend as a number, a negative-keyword list, and the fixes ranked by impact.
Speed-to-Lead Responder
A new enquiry gets answered, qualified, and booked within seconds, before it goes cold, then written into whatever you already use.
Leads
143
+22%
Cost/lead
$6
-14%
Visits
8.4k
+31%
Client Report Builder
Turn the month's ad, social, and site numbers into a branded report with a written read of what changed and why, not just charts.
What it does for the business
You stop pouring budget into the top of the funnel while customers leak out lower down. With the path mapped and the biggest losses named, every rand or dollar you spend on traffic works harder, your follow-up answers the right doubts at the right moment, and you have a ranked plan for the months ahead. It is the foundation that makes channel strategy, campaign planning, and budget forecasting land.
The stack I use here
- GA4
- Looker Studio
- Google Tag Manager
- HubSpot
- Google Ads
- Meta Ads
- Figma
- Claude
Common questions
A strategy decides where to play and what to say. Funnel and journey mapping is the layer underneath it: the actual step-by-step path your buyers take and where they fall off. It often reveals that the real problem is a broken step in the middle no plan accounted for. It then feeds channel strategy and campaign planning.
Ideally your GA4 account, any CRM (customer relationship management) or sales records, and your enquiry history. Messy or partial data is normal and still useful. Part of the work is flagging the gaps, and where tracking is missing I will tell you what to set up so the next version of the map is sharper.
You get the map and a prioritised list of fixes ranked by impact and effort, with the biggest revenue leak named first. The point is to walk away knowing exactly what to change next and in what order, whether your team does it or I run the fixes with you.
Want this for your business?
Tell me where you want more customers. I read every message myself and come back to you, usually within a day.