Tony Robbins
Funnel and landing page design within a high-volume marketing team
Details
Tools:
Clickfunnels | Figma
Date:
2022-2025
Background
Tony Robbins is one of the most established personal development and business coaches in the world. His team runs multiple events, programmes, and offers throughout the year, often at the same time, and at very high volume.
I was brought in as a contract funnel designer to support the internal marketing team with funnel and landing page creation across different campaigns.
This meant working inside a large, well-structured organisation, with clear roles across strategy, copy, design, traffic, development, and optimisation.
The challenge
The biggest challenge here was scale and complexity.
The audience spans a huge range. Some people are brand new to personal development. Others have followed Tony for decades. Some are buying their first programme. Others are attending high-ticket events year after year.
Funnels had to work for all of them.
Campaigns were also complex. Multi-day launches, seasonal events like Christmas, and time-based experiences like Time to Rise meant pages were constantly being swapped, updated, or reused. Small errors could create confusion very quickly.
The work wasn’t about reinvention.
It was about precision, consistency, and clarity at scale.
The approach
My focus was execution with judgement.
I designed landing pages and funnel flows across a range of campaign types, including opt-ins, application, challenges, and live and virtual events. The core priority was always clarity. Making sure people could understand what was being offered, what would happen next, and how to move forward without confusion.
At this scale, small things matter. Layout, hierarchy, spacing, and readability do a lot of the heavy lifting. My role was to reduce cognitive load so the message could land cleanly.
I worked closely with the wider team and regularly flagged structural issues, gaps in information, or moments where the experience could be simplified. Even when I wasn’t leading strategy or copy, I paid attention to how all the pieces came together on the page.
One thing that stood out was how much attention went into pages beyond the main sales page. Thank-you pages, confirmation pages, checkout flows, and pricing presentation were treated as part of the conversion experience, not an afterthought.
I also worked on Unleash Her Power Within, a women-focused sub-brand. The visual language was very different from the core Tony Robbins brand, but still needed to feel connected. It was a good example of how contrast can exist within a larger system when it’s handled carefully.
Results
The funnels I worked on still run at scale as part of a high-volume, 8-figure marketing operation.
Pages were easy to update, reuse, and swap out across multi-day campaigns. The user experience stayed consistent, even as offers, dates, and messaging changed.
In an environment like this, success looks like stability and then scale. Nothing breaks, nothing confuses, and people can move through the funnel without friction.
Personal insight
This experience taught me what scale actually looks like behind the scenes.
I saw how large teams plan campaigns months ahead, how responsibilities are clearly defined, and how communication keeps everything moving. I learned how small design decisions affect multiple parts of a funnel, especially when pages are reused across different campaigns.
It also showed me how important the “unseen” parts of the experience are. Page transitions, confirmation screens, and checkout flows can make or break momentum, even though they’re rarely talked about.
Working inside a team this size sharpened my ability to design within systems, think a few steps ahead, and focus on the details that keep complex campaigns running smoothly.
Convert Impact | 2026