Top of the funnel(ToFu)
Strategy and planning
Strategy and planning
Top of the funnel (ToFu) is the top of your funnel: people with a question or problem who are not yet looking for your offer.
At this stage people search broadly: "what is", "how does", "why". Content that works here explains, compares and helps people choose — without asking for a request straight away.
Judge ToFu on reach, returning visits and how many visitors show up in a later step, not on direct revenue. A newsletter, checklist or tool is the natural next step here.
Tip
Offer help instead of a form at this stage. Someone who does not yet know what they need won't request a quote anyway, but will appreciate a useful answer.
Related terms
- Middle of the funnelMiddle of the funnel (MoFu) is the stage where someone knows what to solve and compares options: approaches, suppliers, prices and risks.
- Bottom of the funnelBottom of the funnel (BoFu) is the bottom of your funnel: someone wants to buy or enquire and is only choosing who from.
- FunnelA funnel is the model describing the path from unknown visitor to customer in steps, with a share dropping off at each step.
- Search intentSearch intent is what someone actually wants from a query: to learn something, compare options, navigate somewhere or buy.