Sales funnels fail when there’s a gap between someone discovering your business and giving you their contact details. They visit your website, read a bit about what you do – then leave. That means you can’t follow up, stay in touch or turn that initial interest into a conversation.
Ebooks fix this problem. Ebooks offer value substantial enough that prospects willingly exchange their contact details for your expertise, turning anonymous visitors into leads you can nurture.
Here’s how to create an ebook that actively moves prospects through your sales funnel.
Don’t try to cover everything in one ebook. A financial adviser who creates “The complete guide to financial planning” is competing against specialists offering “How to minimise tax on your investment property”. The specialist wins every time because they’re speaking directly to someone with that exact problem.
Your ebook should answer one question you hear repeatedly from clients. A buyer’s agent who’s explained investment property research dozens of times already knows what confuses people. You don’t need groundbreaking insights. You need to package what you already know into something clear and useful.
When accountants write about “comprehensive tax optimisation frameworks”, they lose people. When they discuss “three strategies that legally cut your tax bill”, they connect. Professional doesn’t mean complicated.
Write the same way you’d explain something across a desk to someone who needs your help. A real estate agent creating content about preparing a property for sale doesn’t need to sound like a textbook. They must sound like someone who knows what works and what doesn’t.
Spelling mistakes and grammatical errors undermine your credibility. If you’re positioning yourself as an expert, your ebook needs to look and read like expert work. Careful editing and proofreading are important.
The page where you offer your ebook determines whether people download it or not. Strong copywriting that clearly explains what someone will learn makes the difference between conversion rates of, say, 8% and 35%. Those numbers matter when you’re trying to build a pipeline.
A credit repair agency offering an ebook about rebuilding credit should spell out exactly what’s inside. Not “learn everything about credit repair” but “learn which errors on your credit report you can dispute right now, how long each type of negative item actually stays on your file and the three actions that improve your score fastest”. Specific beats vague every single time.
The landing page must match your content strategy. If someone lands on your page from a blog post about self-employed borrowers, for example, the ebook offer should address self-employed borrowers. When the message connects directly to what brought them there, they’re far more likely to download.
Once someone downloads your ebook and gives you their email address, email marketing becomes your most powerful tool. You build the relationship that turns a curious prospect into a paying client with follow-up emails. Send a welcome email immediately with the download link, then follow up with a series of helpful emails over the next few weeks. Each email reminds the prospect why they downloaded the ebook in the first place.
The frequency matters. Sending one email per week for five or six weeks gives you enough touchpoints to build familiarity without annoying people. When you send the final email, you’ve demonstrated your expertise and been helpful rather than pushy. Include a clear offer to book a consultation in this final email.
Creating a brilliant ebook means nothing if your potential clients never see it. SEO writing and content marketing must work together to increase your ebook’s visibility. Blog posts about topics related to your ebook should each direct readers to download the full guide.
Share insights from the ebook on social media to make people curious. A builder could explain how much homeowners waste on avoidable renovation mistakes, then direct interested people to their ebook for the complete cost breakdown.
Good SEO writing ensures your ebook is discoverable by search engines. Someone searching “how to choose a mortgage broker” is ready for educational content. Your ebook becomes the natural next step. The key is matching your digital marketing copy to what people are actually searching for.
Downloads are nice, but they’re not the point. The point is how many people who download your ebook eventually become clients. You may get 200 downloads, but only two consultations. That suggests either the ebook is attracting the wrong people or the follow-up sequence isn’t working.
Track the full journey. How many people land on your ebook page? How many downloads are there of your ebook? How many open your follow-up emails? How many book consultations? How many become paying clients? Examining the data tells you where the funnel is breaking.
Most property and finance professionals know their industry inside out. They can explain complex concepts to clients without breaking a sweat. Writing 3000 words for an ebook is different. While you know what needs to be said, getting it onto the page in a way that connects with readers may not be as easy.
Hunter & Scribe works with property and finance professionals to create ebooks that generate leads.
You can focus on what you’re good at while Hunter & Scribe handles the writing for the web that feeds your business development.
Stop leaving money on the table. Contact Hunter & Scribe to write ebooks that turn your knowledge into your most powerful marketing asset.
Quality matters more than length. A focused 2000-word ebook that solves one specific problem beats a 10,000-word document that skims over multiple topics. Your prospects are busy. Give them something useful they can read in one sitting.
Give it away in exchange for an email address. You’re not trying to make money from the ebook itself. You’re using it to identify potential clients and start building a relationship with them. The real value is in the leads it generates.
Name and email address. The more fields you add, the fewer people will fill your download form. You can learn more about them through your follow-up emails and when they eventually book a consultation.
Track how many ebook downloaders schedule consultations and become clients. If you’re getting downloads but no consultations, either your ebook is attracting the wrong people or your follow-up emails need work. The conversion from download to consultation tells you everything.
Yes, but don’t just copy and paste them together. Use your blog content as source material, then add connecting sections, deeper insights and a structure that takes readers on a complete journey. Your ebook should feel cohesive, not like a collection of articles.
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