282: Growing your business with Evergreen Funnels with Kate McKibbin

How to Grow Your Online Business with Evergreen Funnels: Insights from Kate McKibbin

Have you ever felt confused or maybe even a little “icky” about sales funnels? You’re not alone! In the latest episode of the Her Empire Builder Show, host Tina Tower sits down with Kate McKibbin, founder of Hello Funnels and self-proclaimed funnel nerd, to unpack what it really takes to create evergreen funnels that feel good, align with your values, and actually bring you sales—on autopilot.

Here’s everything you need to know about building simple, sleaze-free, and effective evergreen funnels that grow your business, straight from the experts themselves.

What Even Is an Evergreen Funnel?

If you’ve been focused on live launching like Tina, you might be skeptical about evergreen sales. While live launches are exciting and can bring a big burst of revenue, evergreen funnels are your quiet achievers. They work in the background, nurturing leads and making sales all year round—without you having to show up every time.

As Kate puts it, evergreen is “the most leveraged way that we can build our list, get audience into our programs,” especially for those who may not be quite ready to jump into your signature course. It’s about meeting people where they’re at, in a way that feels easy and authentic for both you and your audience.

Building Funnels That Feel Good

Funnels have a bit of a reputation problem, thanks to bro marketing and scammy tactics like fake countdowns and endless pressure. Kate’s philosophy is refreshingly different: “You never want to have your, you know, any experience that someone's having with you... have them coming away going, I just didn't feel good.” The secret? Align your tactics with what feels right to you—and remember, your audience probably likes to be marketed to in the same way you do.

• Hate fake timers? Don’t use them.
• Love genuine deadlines? Make sure they’re real.
• Prefer value and trust over urgency? Lean into education and nurturing.

“The kind of marketing you enjoy consuming is the kind of marketing you should create,” Kate says. And the best news? Ethical, value-based funnels work when done right.

The Tech is Less Scary Than You Think

If the word “funnel” makes you break out in a sweat because of all the tech jargon, take a breath. There’s great news for course creators: “The tools are amazing now,” Kate assures. No more hard coding buttons or wrestling with confusing automations. Most platforms are beginner-friendly, use templates, and even have AI bots to hold your hand.

And if tech really isn’t your thing? There are wonderful tech VAs out there who love this stuff—and will set it up 10 times faster than you.

Start Simple: Strategy Before Shiny Objects

It’s tempting to throw everything into your funnel at once, but simplicity is your friend. Kate’s advice: Determine your funnel’s objective first. Is it to get more leads or to make more consistent sales? Then, choose your conversion mechanism (often a webinar works best for $300-$2,000 offers). Build one piece at a time—like stacking Lego blocks. Start with your highest-leverage asset, and only add layers once it’s working and profitable.

Real Numbers, Real Results

One of the biggest mistakes Kate sees? People giving up before the funnel even has a chance. “Most people just haven’t put enough traffic through it,” she says. Don’t judge a funnel on 20 leads—track your benchmarks:

• Lead magnet pages: Aim for a 35%+ opt-in rate.
• Sales conversions: Strive for about 2% from cold traffic.
• ROAS (Return on Ad Spend): Make sure you’re profitable after ad costs.

And don’t forget: Not everyone buys in the first few hours. Your funnel might need 7-10 days (or more!) for a lead to become a buyer. Patience and data-tracking are key.

Kate’s Favorite Strategies Right Now

• Tripwire Offers: The old-school tripwire is back! Offering a low-priced, high-value product right after someone opts in builds trust and can help cover your ad costs—plus, it gets people used to buying from you.
• Testing Price Points: The classics work! Price anchoring like $27, $47, $97 can make a huge difference. Don’t be afraid to test what works for your audience.
• Lego-Block Scaling: Once a funnel is working, optimize open rates, refine emails, and scale ads patiently—don’t assume quick scaling works the way you expect.

Final Thoughts: Success is Freedom

For Kate, it all comes back to freedom: “Being able to do the work that I love, when, where and how often I want.” Whatever your business dreams are, evergreen funnels can give you the space and leverage to make them happen.

So whether you’re funnel-curious or ready to supercharge your sales, remember: start simple, stay authentic, and embrace the systems that set you free.

Where to find Kate McKibbin: 

Hello Funnels: https://hellofunnels.co/

Instagram: https://www.instagram.com/hellofunnels

2025 7-Figure Funnel Playbook here