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At a glance
What it is
Map a full acquisition funnel from traffic source to landing page, email capture, follow-up and offer. Spell out what moves a person from one step to the next.
A skill is a written procedure a bot loads when a job calls for it. This one is a single file, SKILL.md, and the whole file is on this page.
The whole file, exactly as it downloads. Read it before you rely on it.
SKILL.md
93 lines · 779 words
As of: 2026-10-02
Design the path from a stranger to a customer, one step at a time, with one job per step.
Use when a business needs to build a new funnel, connect scattered pages and emails into one flow, or launch an offer and needs the steps around it.
Trigger phrases:
"Build me a sales funnel."
Map a full acquisition funnel from traffic source to landing page, email capture, follow-up and offer. Spell out what moves a person from one step to the next.
Nothing. It ships with Murage, which is open source. Your bots run on the AI plan you already have.
Yes. Open it in Settings → Skills to read, edit or duplicate it. Skill Guard scans it again after every edit.
Download the app, connect the AI you already pay for, and tell your Chief of Staff what needs doing. Plan on about ten minutes from install to a working team.
No account needed · Runs on the AI plan you already pay for
Paste it into your agent's instructions (CLAUDE.md, AGENTS.md or a custom GPT), or add it to a bot in Murage.
Ask Ember for the bot, then switch the skill on in its settings.
Step 1
Send your Chief of Staff this message. It proposes the bot and its role first, and creates it when you say go.
Send this to Ember
“Create a bot that uses the Funnel Build skill, and show me the plan first.”
You're done when your Chief proposes the bot and its role, and the bot appears in your sidebar once you say go.
Step 2
You're done when you see the bot’s skills and the library.
Step 3
You're done when the skill shows as on for that bot.
Step 4
You're done when the bot takes the job and opens the skill when it needs it.
Prefer to do it yourself? Choose + in the sidebar, then New Bot.Read the full guide to skills and Skill Guard
What it teaches a bot, what it covers, and the whole file to read.
The principle
Design the path from a stranger to a customer, one step at a time, with one job per step.
What it covers
When to use
Inputs to ask for
Procedure
Funnel map template
Metrics and what good looks like
Failure modes
Hand-offs
"What should my lead magnet be?"
"I have a landing page but nothing happens after."
Do not use to find where an existing funnel leaks (lens-funnel-diagnosis), to choose channels (beacon-channel-strategy) or to write the emails (beacon-email-sequences). If the offer is unproven, build the smallest version and test it before the full flow.
The offer: what it is, who it is for, the outcome, the amount charged.
Where traffic will come from, and how much per week.
What the visitor knows when they arrive: cold, problem-aware or ready to buy.
Tools in use for pages, email and payment.
The single result that counts: a purchase, a booked call, a trial start.
1. Write the promise in one sentence. "For [buyer] who wants [outcome], we offer [product] so they can [result] without [obstacle]." Every page in the funnel repeats this promise.
2. Choose the shape by offer.
Low-cost product: ad or post, landing page, checkout, one add-on, thank-you page.
Higher-value product or service: content, lead magnet, email follow-up, call or demo, proposal.
Software: content or search, free trial or demo, onboarding emails, upgrade prompt.
3. Define each step with four fields. Entry source, one job, one action, the message that moves them on. If a step has two actions, split it.
4. Build the lead magnet. It should solve one narrow problem fast. Checklists, templates, calculators and short tools convert better than long ebooks, because they deliver a quick win. The magnet must lead naturally to the paid offer.
5. Build the landing page. Match the ad or post that sent the visitor. Include: headline with the outcome, one supporting line, proof (a result, a quote, a logo), what they get, one button, and a short form asking only for what you need. Remove site navigation.
6. Build the follow-up. Three to five emails over about a week: deliver the magnet, tell the story behind it, show proof, handle one objection, make the offer. Hand the sequence to beacon-email-sequences. Include a plain unsubscribe link and your business address.
7. Make the offer page and checkout simple. One price, one button, guarantee stated, order summary clear. Add one relevant add-on at checkout only if it truly helps.
8. Set up tracking before launch. Tag every source, count each step as an event, and test the full path on a phone with a real purchase.
9. Test one change at a time. Fix the biggest drop first (lens-funnel-diagnosis). Wait for enough traffic before judging: a few dozen conversions at the step, not a few dozen visits.
Source -> Landing page (promise, proof, form) -> Thank-you page (next step) -> Email 1 to 5 -> Offer page -> Checkout -> Onboarding email.
For each arrow, write the percent you expect and the percent you see.
Treat these as rough 2026 reference ranges, then build your own baseline.
Opt-in page: 5 to 20 percent overall; cold traffic often 3 to 10, warm traffic 15 to 30.
Email open rate on the delivery email: the highest of the sequence.
Landing page to sale on a direct offer: 1 to 5 percent depending on cost and traffic temperature.
Cost to acquire a customer against customer value.
Time from first click to purchase.
Sending cold traffic straight to a checkout.
A lead magnet unrelated to what you sell.
Too many fields on the form.
Different promise on the ad and the page.
Several offers on one page.
No tracking, so no one knows which step failed.
Judging results on tiny samples.
Hidden terms or fake countdown timers. Both break trust and can break advertising rules.
Stage and channel choice: beacon-channel-strategy.
Email build: beacon-email-sequences.
Paid traffic: beacon-paid-acquisition.
Drop-off analysis: lens-funnel-diagnosis.
Copy review: verdict-flag-and-fix.
SKILL.md
93 lines · 779 words
The text of SKILL.md is shown as it downloads, under the Apache-2.0 license, by Ferrox Labs. The license is the one in the file's own frontmatter.
Your new bot
Funnel Build bot
Waiting in your sidebar once you say go.
No account needed · Runs on the AI plan you already pay for