The Marketing Funnel.

The AIDA Model

The AIDA Model is essentially a funnel that shows the journey prospective customers (prospects) take before making a decision and converting into a lead or sale. There are a couple of key concepts about this model.

Being a funnel, it suggests that a lot more prospects go into the top then come out the bottom as customers. Therefore, it is important that we attract as many prospects as possible, knowing that many will drop off through their sales journey. We then guide these prospects to ensure we convert as many as possible and minimise the number who drop off.

The 4 Stages of the AIDA Marketing Funnel

  • Attention: This is where a prospect first becomes aware of your business, product or service.
  • Interest: This is where they start to take a real interest in your product or service.
  • Desire: This is where they have moved beyond just being interested and are starting to really desire your product or service.
  • Action: This is where they take action, by either buying an online product, filling in a webform, starting a chat session or calling the business.

How do we incorporate the Marketing Funnel into our websites

Now we know what AIDA but how do we incorporate that into our website structure.

Attention (or Awareness)

Imagine someone wondering if their switchboard was faulty? They would search "how to know if my switchboard needs upgrading" and if we've done our job they will find the answer our clients' websites. After they've read it and found out the signs on whether their switchboard needs upgrading, they are now aware of our clients' business. 

However, this is just the start of their journey and now they're interested and want to know more about switchboard upgrades.


If we have answered the prospects' initial query well, they most likely will start to show more interest in both our client and their issue. They may start to click around on other pages to find out more on switchboard upgrades (eg. what are smart meters, what is off-peak etc). Or maybe they want to see some of the switchboard upgrades our client has done and what was involved.

The website visitor (prospect) is now becoming much more interested in getting their switchboard upgraded.

Desire (or Decision)

Now the prospect is interested in our clients' products or services, they need to decide whether our client is right for them and whether they should go ahead and take action. So they would look to see that our client does in fact do switchboard upgrades and why they should use them, as well as maybe look at some recent projects.

Now they've made up their mind, they need to take action.


Finally, the prospect is ready to take action. They need to make sure that our client has the product or service they need and that they service their area. Once they know this, they need to know how to get in contact with our client. Marketing 101 suggests that when a client is ready to take action, they don't want to have to think anymore and should clearly see how to achieve this. In other words, make your webforms, chat boxes, phone numbers etc very obvious.

At Probity Web Marketing, we are continually testing and tweaking our websites and other strategies to work out the best way to continually fill our clients' digital marketing funnel and guide the prospect on their journey to a conversion.

Our Accreditations

Customer Reviews

Probity Web Marketing is your best choice for small business digital marketing companies. But don't just take our word for it, see what some of our customers think.

  • 5 5
    23 Jun 2014

    In 2009 we were looking to develop a website for our business, Haddon Kitchens and Cabinets. Not quite knowing where to start, we received a very positive referral from one of our suppliers about a company called Probity Web Marketing. After the initial meeting with Jarrod we felt comfortable with the idea of what the website could do for our business. Numerous discussions followed with lots of input from both sides and before long our new website was up and running.

    We quickly realised that websites need frequent monitoring to keep the content fresh and active, so we now have Probity Web Marketing working on our website on a regular basis. The results are very pleasing with the traffic to our website increasing but more importantly we are getting more conversions to our ‘Get a Quote’ forms.

    We’re very happy with what is being done for us and have found Jarrod to be extremely good with ideas and advice, as well as being approachable and always trustworthy with our information.

    Well done Probity Web Marketing.

    Web Marketing Services Used:
    Search Engine Optimisation,Website Optimisation,Social Media Management,Website Management,Website Design
  • 5 5
    15 Dec 2017
    I have been using the team at Probity Web Marketing for a few years now. For the first time ever we have seen page 1 results on Google, what is more impressive is that the industry I am in is one of the most competitive in the country. (Sydney Plumbers) Thanks Jarrod, I would definitely recommend the results don't lie.
    Web Marketing Services Used:
    Search Engine Optimisation,Website Optimisation,Search Engine Marketing,Social Media Management,Website Management,Website Design
  • 5 5
    20 Jun 2014

    Fallon Services has had a website for many years now that seemed to just tick over. With the growth of the Internet and the increasing cost of Yellow Pages and other marketing channels, a decision was made to start focussing on increasing our lead generation with the website. Our first attempt at this was with an Adwords company. This successfully drove traffic to our website, but we weren't happy with the conversion of this traffic to sales. When this was discussed with our Adwords Company, they blamed our old, tired website. At about this time, Jarrod at Probity Web marketing was referred to me.

    At our first meeting, I was confident that Jarrod knew what he was talking about, so got him started on building us a new website. This had an immediate effect to the number of webforms completed on our site. He then started an Optimisation Program that we have been continuing with for over 12 months now. This has had great results and we are getting more and more leads from our website. In fact, it is now our number one source of leads (after repeat business) and at a lower cost of acquisition to the others.

    I find Jarrod not only knowledgeable, but also extremely helpful. During this time, he has not only optimised our site, but has also made any changes to the site that we have requested. I have no hesitation recommending him to other businesses that are serious about growing their Internet Marketing.

    Web Marketing Services Used:
    Search Engine Optimisation,Website Optimisation,Social Media Management,Website Management,Website Design
  • 5 5
    06 Feb 2018
    Dealing with the team at Probity Web Marketing is easy. They are honest. They do what they say they will and they get great results. What more could you want?
    Web Marketing Services Used:
    Search Engine Optimisation,Website Optimisation,Search Engine Marketing,Social Media Management,Website Management,Website Design

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