Your Website Isn't A Lead Generator

An upside-down funnel has three stacked bands: awareness at the wide top, consideration highlighted in gold in the middle, and decision at the narrow bottom. Labels show strangers first hear about you through podcasts, referrals, conferences, and LinkedIn, then check your website to see if you're believable, then decide during the sales conversation. The gold band marks where the website actually lives, which is the middle. The site doesn't turn strangers into prospects; it turns prospects into believers, so its job is credibility, not finding leads.