There’s a type of content most business owners skip over.
It can feel really awkward to ask for it, let alone write it. And sometimes, it’s really hard to just see it and articulate it.
I’m talking about middle of funnel content. And learning how to create middle of funnel content that actually converts is often the missing piece between someone thinking “she sounds great” and someone actually booking a call.
The good news? It’s simpler than you think.
What middle of funnel content actually is
If top of funnel is how people find you, and bottom of funnel is where they decide to buy, then middle of funnel is everything that happens in between.
It’s the content that answers the question your potential client is quietly asking:
“But what’s it actually like to work with her?”
Most people answer this with testimonials, case studies and Google reviews. And don’t get me wrong – those absolutely have their place. I love me a gold star review!
But they’re not the only way. And if you’re newer in business, or you’ve just launched a new offer, or you simply don’t have a bank of glowing reviews to draw from yet, there’s another way that’s arguably more powerful.
Show people your process.
What this looks like in practice
One of my favourite things to work on with clients is content strategy. And if I were to show you what that process actually looks like, it’d look something like this…
A client came to me knowing she needed help, but not quite knowing where to start.
We had an initial call where she explained where she was at, what was working, what wasn’t, and where she kept getting stuck. I listened. Asked questions. Took lots of notes. (I lie. Gemini took notes for me. I was fully present in the meeting.)
From there, I developed a proposal that was specific to her situation. No cookie cutters in my house! Every proposal I write starts from scratch because every client’s business is different.
Once she said yes, I sent her my onboarding questionnaire. And this is my delicious special sauce. It’s absolutely not a standard “where do you see your business in 3 years time” kinda questionnaire. It’s got some Clare-flair. It goes deep. It asks the questions most people don’t think to ask. And the answers she gave me were gold.
In this case, after reading through everything, there were a few threads I wanted to pull further and a few gaps I needed to fill. So we jumped on a second call, which doesn’t always happen but felt right here.
Then I did my thing.
I mapped out a strategy that included a deep audit of her data, some quick wins she could implement immediately, weekly content themes, a better way to segment her content for different parts of her audience, and a month-by-month high-level email plan.
And instead of booking yet another meeting to present it, I recorded a Loom. She could watch it in her own time, pause it, rewind it, take notes (which she did!) without being beholden to a calendar invite.
She started implementing it that same day.
That’s it. That’s the process.
Why this works as content
When I share something like that (the actual shape of how I work) a few things happen.
Potential clients can see themselves in it. They recognise the problem. They can imagine being the person on that call, filling in that questionnaire, watching that Loom. It stops being abstract and starts feeling real.
It also quietly answers all the questions people are too polite to ask directly. How long does it take? What do I have to do? What do I actually get at the end? All of that is in the story without it ever feeling like an FAQ.
And here’s the thing about the Loom detail specifically…it’s not just a process note. It’s a values statement. It says: I respect your time. I don’t add meetings for the sake of it. That’s the kind of detail that makes the right client think yes, that’s exactly what I need.
How to create yours
You don’t need a perfectly polished case study. And you don’t even need a client willing to go on the record with glowing quotes.
You just need a recent project and the willingness to walk people through it honestly.
Think about the last piece of work you delivered. What did the beginning look like? What happened in the middle? How did it end? What was the client able to do differently as a result?
Write that down. Just like you’d tell it to a friend over coffee.
That’s your middle of funnel content.
A few other angles that work just as well:
- A day in your working life: what does a typical client week actually look like with you?
- The questions you ask in every discovery call and why
- What your onboarding process looks like and what makes it different
- The thing you always notice that clients never see coming
None of these require someone else to sing your praises. They just require you to show your work.
Don’t skip this bit
Middle of funnel content is where the penny drops for your potential clients.
It’s where they go from “I think I need this” to “I think I need her specifically.”
That’s a very different feeling. And it’s worth making content for.
Don’t be scared of it. Don’t wait until you have a bank of five-star reviews to start. Start showing people what you’re like, and what it’s actually like to work with you.
The right clients will recognise themselves in it. And they’ll reach out.
