Definition
Bottom of funnel refers to the stage where a person is close to taking action, such as calling, requesting verification, or scheduling an assessment.
Key Takeaways
- Bottom-of-funnel traffic is usually high intent and should be protected with fast response.
- For treatment providers, bottom-of-funnel often means calls, not forms.
- Optimize for qualified outcomes, not just conversion count.
Why It Matters for Treatment and Behavioral Health
Bottom-of-funnel moments are where admissions happens. If the call is missed or the page is unclear, the lead goes elsewhere.
Treatment Lens: Bottom-of-Funnel Assets
Program pages, insurance and admissions pages, location pages, and call-focused landing pages. These pages should make next steps obvious and reduce uncertainty.
Measurement
Track qualified call rate, assessment scheduled rate, and cost per admission proxies. Segment by level of care and brand vs non-brand.
Common Mistakes
- Driving bottom-of-funnel clicks to generic pages with no clear next step.
- Running bottom-of-funnel ads without after-hours coverage.
- Measuring bottom-of-funnel success using clicks instead of qualified outcomes.
Related Terms
Top of Funnel, Lead Qualification, Call Routing, No-Surprises Next Steps
FAQ
Is bottom-of-funnel always best?
It often converts best, but growth also requires some top-of-funnel work to create new demand.
What is a bottom-of-funnel keyword?
Queries that indicate action, such as “rehab near me,” “IOP program,” or “verify insurance,” depending on your services.
How do we improve bottom-of-funnel conversion quickly?
Improve page clarity, make contact easy on mobile, and protect answer rates.
If you want more admits from the same spend, we can improve bottom-of-funnel pages and campaigns using qualified outcomes as the success metric.