Introduction
In this guide, you’ll learn a simple yet incredibly effective funnel-building principle that has generated millions in sales and thousands of leads. This funnel, known as the “Surfboard Funnel,” is designed to be simple, repeatable, and high-converting—outperforming most complex, over-engineered funnels.
Let’s break it down into a step-by-step process.
Step 1: Understanding the Surfboard Funnel Concept
Why a Surfboard?
Mike Killan compares a high-converting funnel to a 7’6″ mini-mal surfboard—a reliable, easy-to-use, and versatile tool that works in most conditions. Instead of overcomplicating things, the goal is to build a funnel that performs consistently with minimal effort.
Key Funnel Features:
- Works in 80-90% of situations without complex setups.
- Simple structure that anyone can implement.
- Generates consistent sales and leads without constant tweaking.
- Avoids “guru hype” tactics that prioritize complexity over results.
Step 2: The Three-Page Funnel Structure
The Surfboard Funnel consists of three simple pages:
- Opt-in Page (Lead Capture)
- Offer Page (Video Sales Letter)
- Upsell Page (Higher-Priced Offer)
Let’s break down each stage.
Step 3: Creating a High-Converting Opt-In Page
The opt-in page is where you collect leads by offering something valuable in exchange for an email address (and possibly a phone number).
Best Practices:
- Minimalist design – no distractions.
- Clear headline – state the benefit upfront.
- Lead Magnet – a freebie like a checklist, PDF, or mini-course.
- Click-Pop Opt-In – instead of showing a form immediately, make users click a button first (this increases conversions).
- Ask for a phone number – many people hesitate, but a strong offer can overcome this.
🚀 Pro Tip: Avoid sending users directly to a “thank you” page. Instead, redirect them immediately to the Offer Page.
Step 4: The Offer Page – Presenting the Next Step
Once a visitor enters their email, they should immediately be presented with an offer.
The Offer Page Structure:
- A Video Sales Letter (VSL) – a short, engaging video explaining why they should take the next step.
- A Call-to-Action (CTA) – book a free call, purchase a small product, or sign up for a low-ticket offer.
- A Simple Layout – avoid unnecessary text, images, or distractions.
Best Offers:
- A Free Strategy Call – works well for consultants and service-based businesses.
- A Low-Ticket Offer – like a $7-21 eBook or mini-course.
- A Product Purchase – great for physical products, software, or memberships.
🚀 Pro Tip: Only 1-5% of visitors will take action here, but email follow-ups will bring more conversions over time.
Step 5: The Upsell Page – Maximizing Profits
After the initial purchase or call booking, immediately offer an upsell.
Upsell Ideas:
- If the first product is a $7 eBook, offer a $500 training course.
- If the visitor books a call, offer a $997 premium product before the call.
🚀 Pro Tip: The best time to make an offer is immediately after a visitor takes action. Don’t wait—capitalize on their peak interest.
Step 6: Crafting Killer Copy for Maximum Conversions
Your funnel is only as good as its copywriting. Weak messaging will kill conversions.
The 3-Question Formula for Irresistible Offers:
- Does it include a measurable number? (e.g., “How to add $10,000/month”)
- Does it have a timeframe? (e.g., “In 90 days”)
- Would someone pay $5 just to learn this? (If not, the offer isn’t strong enough.)
Examples of Strong vs. Weak Offers:
❌ Weak: “Apex Campaigns” ✅ Strong: “How to Land a $25,000 Client in 21 Days”
🚀 Pro Tip: People buy results, not features. Focus on specific numbers and clear outcomes.
Step 7: Driving Traffic to Your Funnel (Without Ads)
Many marketers make the mistake of launching ads too early. Instead, use organic methods first to validate your funnel.
Best Organic Traffic Sources:
- Social Media Groups & Forums – Facebook, Reddit, LinkedIn, niche communities.
- YouTube & TikTok – Create content based on your offer.
- Email Marketing – Use lead magnets to grow an email list.
- Direct Outreach – Network with potential clients on social media.
🚀 Pro Tip: Ads are for scaling once you’ve proven the offer converts. Don’t burn money testing a funnel with paid traffic.
Step 8: The Smartest Way to Launch New Products
Most entrepreneurs make one huge mistake: They create a product before proving demand.
Instead, follow this process:
- Make an Offer First – Promote your idea via social media/email.
- See if People Sign Up – If they do, then create the product.
- Charge a Deposit – Before building anything, take payments.
- Build the Product While Selling – This ensures demand.
🚀 Pro Tip: Don’t waste months building something nobody wants. Sell first, create later.
Step 9: When to Start Running Ads
Once your funnel has consistent sales from organic traffic, it’s time to scale with paid ads.
When to Start Ads:
✅ You have a proven offer with real sales.
✅ Your funnel converts at 1-2%+ for sales and 5%+ for calls.
✅ You can afford to test ads without financial stress.
🚀 Pro Tip: Ads amplify success—they don’t fix bad funnels.
Step 10: Scaling Your Funnel to 6 or 7 Figures
Once your funnel works, here’s how to scale fast:
- Increase ad spend (gradually).
- Add upsells & backend offers.
- Automate follow-up sequences via email & SMS.
- Optimize conversion rates by split-testing pages.
- Expand traffic sources beyond social media.
Conclusion: Keep It Simple & Focus on What Works
Most marketers overcomplicate funnels. Instead, follow the Surfboard Funnel formula: ✔ 3 Simple Pages (Opt-in → Offer → Upsell).
✔ Killer Copy (Focus on clear, measurable results).
✔ Organic Traffic First (Don’t rush into ads).
✔ Sell First, Build Later (Test before creating).
By following this framework, you’ll stop wasting time on low-converting funnels and finally build a system that generates leads & sales 24/7.
🚀 Ready to start? Drop a comment below if you’re building your first high-converting funnel!
