If you’ve ever struggled to align your homepage, landing pages, and sales pages, you’re not alone. Most funnels break not because of poor design or weak offers, but because of disconnects in audience data. In marketing today, building a cohesive journey from website visit to purchase takes more than guesswork; it takes structure and insight.
Let’s break down how to use Elsa AI data to bridge that gap and turn fragmented content into a high-converting funnel.
Why don't funnels work without a link to ICP
At first glance, linking a website, a landing page, and a sales page seems like a matter of design and copywriting. Headline, button, catchy USP — everything looks right until you start looking at the numbers. Often, pages with a good structure and beautiful text do not lead to the desired result. Traffic is coming, there is time on the page, but there are no leads. The reason may not be in the landing page, but in the approach to building the funnel itself.
There is a common problem in marketing today: each page is created in isolation from the next. The main page is designed for "everyone", the landing page focuses on the function, and the sales page on the product. There is no logic in the user's movement between these links. This is why the funnel ceases to be a funnel — it becomes a set of points, each of which requires a separate effort from the client to understand where he ended up and why he needs it.
If you want the AI funnel to work, you need to start not with the text, but with the person. With the way they make decisions. Why did they come to the site? What are they looking for? What stage are they at now? What arguments interest them, and which ones irritate them?
This is where working with ICP begins. Not abstract, but collected on the basis of specific user patterns, as it is implemented in Elsa AI. You do not just assume who your client is - you record:
- what segment they represent;
- what role they play (freelancer, team lead, founder);
- what tasks are their top priority;
- what pains prevent them from achieving these tasks;
- what solutions they have already tried;
- what makes them look for a new solution.
If this data is built into the basis of your content, each page becomes a logical continuation of the previous one. The user, having entered the site, does not just scroll - they move along the path that coincides with their internal logic of decision-making.
This is not a theory. A 2024 study by the Content Marketing Institute found that companies that build content around behavioral and motivational parameters of the audience receive an average of 42% higher conversion from the site to leads compared to those who work from the page structure.
That is why working without an ICP means building marketing without a route. You can have a beautiful site and a strong offer, but if you do not know who you are talking to and what is important to them, AI will not save you.
Elsa AI offers a ready-made structure that allows you to translate these thoughts into a specific architecture: Segment description → Buyer persona → Jobs-to-be-done → Goals → Pain points → Decision triggers. This is no longer just a template - it is a sequence by which the user actually makes decisions.
When you build a funnel based on this data, you get coherence. Pages do not compete with each other, but complement each other. The main page grabs attention, the landing page clarifies the problem, and the sales page resolves doubts.
This is how a funnel is built, in which AI enhances the strategy, rather than replaces it.
How to use Elsa AI data to build a logical funnel
Understanding your audience is good. But it’s one thing to know who your customer is, and quite another to turn this knowledge into a content structure. This is the real power of Elsa AI data: it provides not just a description of the user, but the logic of their behavior, which can be used as the basis for a marketing funnel.
Let's look at how exactly to use each block of data from the ICP to build a coherent path from the first touch to the sale.
Segment description, Buyer persona, Jobs-to-be-Done
This is the first level - a reference point. It helps you understand who you are talking to. For example, if you are selling a SaaS solution for freelancers, it is important to understand not only that they work independently, but also what roles they combine, how they make decisions, where they get their information from.
Jobs-to-be-Done is the key element here. Not "the user wants a CRM", but "the user wants to stop losing clients due to forgotten emails". This directly affects the headline on the main page and the first 5 seconds when it is decided whether the person will stay or leave.
Goals, Problems, Pain Points, Decision Triggers
This group forms the middle of the funnel. When the user has already shown interest, but is not yet sure whether to go further.
What does he want to achieve? For example, more stable orders. What is stopping him? Constant cancellations and uncertainty about income. What irritates him? Complex interfaces, long onboarding. What will make him look for a solution? The loss of a large client or an internal fear that the business is not scaling.
All these elements form the basis of the landing page. It is at this stage that you form the motivation for action. This means:
- not just describing the functions,
- not just talking about "increasing productivity",
but clearly showing how you eliminate a specific pain and how the solution fits into the client's current workflow.
Barriers, Alternatives, Existing Knowledge, Buying Criteria
This is the final section, closer to the sales page. Generalized arguments don’t work here. It’s important to know:
- what the client is afraid of (for example, spending money and not getting results);
- what they’ve already tried (and why it didn’t work);
- what they consider important when choosing (simplicity, integration, availability of support).
If you know these barriers, you can immediately close them in copywriting: “Doesn’t require technical knowledge”, “Integration in 15 minutes”, “Support responds within 3 hours”. Not because it sounds nice, but because it’s important for the client.
Channels, touchpoints, and trust
The last block in Elsa AI isn’t about where to place a banner. It shows exactly how and where the client consumes information.
- Someone reads Reddit.
- Someone is subscribed to two specific Telegram channels.
- Some people trust G2, not Trustpilot.
If you know these places, you don’t just strengthen retargeting — you can build logical communication before going to the site. And each next step will look like a continuation, not a new attempt to sell.
A funnel built on these blocks does not require guessing. It repeats the client’s train of thought. And this is no longer “just in case” marketing, but marketing that hits the mark.
How to structure a funnel: from the main page to the sales page
When you understand how the client thinks, it is easier for you not only to write texts, but you can build the very structure of interaction. The site ceases to be just a “showcase” and becomes a route. The user does not jump from page to page. He follows the logic that coincides with his internal decision-making process.
Here is how this can be implemented based on data from the ICP collected through Elsa AI.
The main page: from segment to tasks
The main page is the first entry point, but it does not have to be universal. Even if your audience is wider than one segment, you can structure the first screen according to the key principle: “Who are you and what do you want to solve?” Three blocks from the ICP are especially important here:
- Segment description — who is in front of us: a freelancer, a founder, a marketer in a startup.
- Jobs-to-be-Done — what are his main tasks at this stage?
- Decision triggers — what could have brought him here (dismissal, business growth, abandonment of an old solution).
- The main page should not just explain what the product does. It should give the feeling: "Oh, this is just about me." If you have achieved this, you have already started a funnel.
- Lead magnet or resource: before sales — understanding
The next step is to give the user something that helps him understand the problem or see the solution. This can be a PDF guide, an interactive calculator, or a comparative guide. The point is not to sell, but to increase motivation for action. Here are the blocks:
- Goals — what the client wants to achieve.
- Problems + Pain points — what is stopping him?
- Information sources buyer trusts — in what format he is used to receiving information.
If your audience trusts expert materials, do not make a template subscription to the newsletter. Give a specific and meaningful resource. If the audience likes comparisons, show how you differ from competitors, but not head-on, but through useful context.
Landing page: How to connect the task and the solution
A landing page is a place where the user is already in context. He knows who you are and understands that he has a task. Now he needs an explanation: how exactly do you solve it? The following are critical here:
- Existing knowledge — what he already knows and what he expects.
- Alternatives — what he compares you with.
- Buying criteria — what he will look at.
Based on this data, you structure the landing page not from yourself, but from the client's logic. For example, if he already knows how CRM systems work, you do not need to describe the basic functions. It is important to him how you are different and why you solve his specific pain better.
Sales page: removing barriers and the final argument
The sales page is not a place for a presentation. This is a place to answer the last "why". Here you must show:
- That you understand the client's fears (Barriers).
- That you know how he thinks and chooses (Buying criteria).
- That you give him confidence in the result (social proof, cases, guarantees).
- You are not just closing a deal. You are completing a journey that began with understanding, not with an offer.
Examples where the combination of ICP and funnel structure produces results
The theory sounds convincing. But does it work in real launches? Below are three cases where the use of the ICP structure from Elsa AI helped to turn a set of pages into a coherent conversion funnel.
Example 1. Document flow automation platform (B2B SaaS)
The company offered a solution for small businesses — contract generation and electronic signatures. Before using ICP, their marketing funnel looked like a template: home → landing → application. The problem was the weak conversion from the landing, 0.8%. The team decided to work with the audience through Elsa AI and found out that their main client was not the CEO, as expected, but an office manager or accountant.
The updated version of the ICP specified Jobs-to-be-Done (send the contract quickly, without distracting management), Pain Points (delays in signing, fear of mistakes), and Decision Triggers (penalties for incorrect documents, urgent situations). After adapting the landing page to this profile (including a new title and examples of use), the conversion increased to 2.9% in two weeks.
Example 2. Online course on visual storytelling (EdTech, B2C)
The project launched a series of training modules for freelancers and marketers. The problem was the lack of focus: one page tried to sell to everyone at the same time. Through the ICP, the main group was identified - content makers working alone, tired of template courses. Their Goals: create unique visual stories that will be noticed. Pain points: lack of feedback, interface overload, fear of “being like everyone else”.
Based on this data, the team rewrote the landing page, added a lead magnet with an analysis of competitors' storytelling (inspiring, but not selling), and made a page with cases where graduates talk about specific results. The open rate of the welcome letter increased from 28% to 61%, the conversion to purchase - from 1.3% to 3.6%.
Example 3. Financial application for freelancers
A mobile service for income management, created for people with an unstable income. Before segmentation, marketing was built around the idea of "helping to manage money." After analysis through ICP, it became clear that the main fear was not "management", but "uncertainty": losing income, not paying taxes, forgetting about payments. We decided to reorient communication from "financial growth" to "peace and control."
As a result, a new headline appeared on the main page: "No more forgotten taxes and stress at the end of the month." Sections began to explain scenarios rather than functions (e.g., "You get paid from different sites — here's how we automatically collect them in one place"). The number of installations increased by 42% during the first month after the changes.
What unites these examples? Not just "rewritten text" or "new design." Each case began with the team stopping guessing and starting to listen. The ICP gave not just a client profile — it gave the logic by which each page was built.
This is what turns a funnel from a set of hypotheses into a system where each step is built on data and works as part of a single route.
How to get the most out of AI and ICP: practical tips
You can work with ICP formally, for the sake of it. Or you can use it as a tool that really changes the logic of the entire funnel. The second option requires a systematic approach: not just “collect the data once,” but integrate it into the process. Below are tips that will help you avoid typical mistakes and immediately build a structure with which AI works correctly.
Tip 1. Don't limit yourself to one person
Many marketing teams create one buyer persona profile and consider the problem solved. But in practice, even one product can have 3-4 groups with different motivations and entry points. For example, a freelancer chooses a tool for time control, and a manager — for reporting and analysis.
What to do: Use Elsa AI to segment not only by profession, but also by behavior, pain, and decision-making stage. Create several ICPs if your audience is truly diverse.
Tip 2. Update the ICP according to the funnel cycle
The ICP should not be static. Customer behavior changes: economic conditions, competitors, trends. And if you launch a new campaign or product, the logic of choice and perception of value may differ radically from previous launches.
What to do: Set up an update cycle - once a quarter or when launching a new initiative. This is especially important at the level of Pain points and Decision triggers.
Tip 3. Don't copy the ICP into the text - adapt it
A real mistake: take the wording from the “Goals” block and paste it as a heading on the landing page. This may look unnatural. The ICP is a raw material. It needs to be interpreted so that the result matches the page format, brand tone, and customer expectations.
What to do: Use AI as an editor: give it the theses from the ICP, set the format (heading, subheading, email) and ask it to adapt to the desired channel. You don't generate from scratch — you transform the meaning.
Tip 4. Structure all marketing as a dialogue
A funnel is not a set of pages. It's a conversation. The first page asks a question, the next one reveals a detail, and the last one removes doubt. And all this logic should be based on understanding: where is the client now, and what does he want?
What to do: View the path through the eyes of the client. Where does he first encounter the brand? What are he looking for? What information will give him a reason to go further?
Tip 5. Build the structure before the text
It would be a mistake to start with the copywriting. The correct order is:
- Research
- Structure
- Formats
- Text
- A/B
What to do: Before writing the next page, ask yourself questions from the ICP: What is the user's goal? What prevents him from achieving it? What alternative are they considering? What are their selection criteria?
A well-built ICP is not just a marketing file. It’s a tool that AI works with, not as a generator, but as a partner. The deeper you integrate ICP into your funnel, the less you’ll have to test at random, and the more likely it is that every step of your marketing will lead the customer to where they’re supposed to be.
Conclusion
Creating an effective marketing funnel is not a matter of page design, not a set of UI solutions, and not a race for conversion frameworks. It is consistent work with an understanding of how the client makes a decision. Where he starts his journey. What doubts he faces. And what helps him make a choice?
AI can really simplify the work: speed up content generation, test hypotheses, and adapt messages to different channels. But maximum efficiency is achieved not at the moment of generation, but at the preparation stage. When each message is based on the real goals, pains, criteria, and behavioral patterns of your audience.
Elsa AI is not a tool for automatic landing page generation. It is a platform that helps structure the marketer's thinking. And only then, scale his work. Pages created on the basis of ICP do not just say the right words. They lead the user along a route that is logical for him.
That is why a funnel built on data works more accurately. It does not persuade, it accompanies. And this is perhaps the main difference between AI as an assistant and AI as noise.
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