How to Build an NDIS Marketing Funnel That Converts
Most NDIS providers run ads or do outreach but don't have a funnel. They get leads, have no system to follow up, and lose 60-70% of those leads to competitors who are more organized. From our Enrichment Care experience building and optimizing our funnel, we've learned that a simple, repeatable funnel converts 3-5% of aware people into paying participants. This guide walks you through designing that funnel end-to-end.
Funnel Stage 1: Awareness (Paid Ads, Coordinator Outreach, Organic Search)
Goal: Get your service in front of participants, families, and coordinators. Channels: (1) Meta ads targeting families (Facebook/Instagram). Budget $10-20/day. (2) Coordinator cold email outreach (Mailshake). Investment: ~2 hours/week. (3) Google Local SEO for organic search. One-time setup + monthly maintenance. (4) LinkedIn outreach to plan managers (if B2B service). Metrics: Cost per reach ($1-3 per person aware of your service), click-through rate (0.8-1.5% is healthy). Realistic scope: At $15/day Meta budget, you're reaching 1,000-2,000 people per day. 1-2% will click through. That's 100-200 clicks per week. This is your 'top of funnel.'
Funnel Stage 2: Landing Page (Capture Intent, Reduce Friction)
Goal: When someone clicks your ad or coordinator email, they land on a page that asks them to take the next step (usually filling a form). Design principles: (1) Headline should match the ad. If your ad says 'Help your child transition to community,' your landing page headline should be the same (not a generic 'NDIS Support'). (2) Lead magnet (optional but powerful): offer a free guide, checklist, or 15-minute call in exchange for their email/phone. (3) Simple form: ask for name, email, phone, participant name, service type. Do NOT ask age, income, other sensitive data on first form. (4) Social proof: include a testimonial or stat ('87% of families say our support improved their participant's independence'). (5) Clear CTA: 'Get Your Free 15-Minute Consultation' or 'Download Your Checklist.' Metrics: Click-through rate from ad to landing page (should be 1-2%), form completion rate (15-25%), cost per form submission. Example: 100 clicks → 20 form submissions = 20% conversion. At $1.50 CPC, that's $7.50 cost per form submission.
Funnel Stage 3: Lead Magnet or Sales Sequence (Build Trust, Qualify)
Goal: Once you have their contact info, you have 72 hours to call them or they lose interest. Send one of two sequences: Sequence A (Direct sales): Call within 2 minutes, book a call, sell in first conversation. Best for: warm leads (coordinator referrals, warm intros). Sequence B (Nurture): Email/SMS them a free guide or sequence of educational content, call if they stay engaged after 3-5 days. Best for: cold leads (Meta ads, cold outreach). Most NDIS providers use Sequence A because leads are qualified. Email follow-up (if needed): Day 1: 'Hi [name], thanks for your interest. We help [service type]. Can we do a quick call to see if we're a fit? [Calendly link]' Day 3: Follow-up email. 'Hi [name], wanted to check if you'd seen my email. Still open to a quick conversation? [Calendly link]' Day 7: 'I'll leave the door open. If you decide you'd like support, we're here.' Metrics: Email open rate (25-40% is normal), click rate (5-15%), response rate (5-10%), call booking rate (25-50% of people who read it).
Funnel Stage 4: Qualification Call (Determine Fit, Book Intake)
Goal: Have a 15-30 minute phone conversation to understand their needs and decide if you're the right fit. Call script: 'Hi [name], thanks for getting in touch. I want to understand what you're looking for and whether we're the right match. Tell me a bit about [participant] and what you're hoping for?' Listen 80%, talk 20%. Decide: (1) Good fit, high intent (book intake meeting same week). (2) Good fit, low urgency (schedule intake meeting in 2-3 weeks). (3) Poor fit or not ready (be honest: 'I don't think we're the best match, but here's someone who might be'). Metrics: Call booking rate (60-80% of people who take the call should book an intake), call no-show rate (15-25% will no-show if you don't send a reminder). Send a calendar reminder 24 hours before the intake meeting.
Funnel Stage 5: Intake Meeting (Needs Assessment, Plan Design, Close)
Goal: Meet face-to-face or via video. Understand their specific needs. Co-design a support plan. Close the sale (get them to sign). Meeting structure: (1) Welcome and rapport (5 min). (2) Discovery: 'Tell me about [participant]. What are their goals?' (10 min). (3) Needs assessment: 'What specific support do they need?' (10 min). (4) Our solution: 'Based on what you've shared, here's how we'd help...' (5 min). (5) Support plan outline: 'Let's design a plan together.' (10 min). (6) Next steps: 'If this feels right, let's get you started. Here's our service agreement.' (5 min). Metrics: Intake-to-close rate (70-90% of people who take an intake meeting will sign if you handle it well), time from first contact to signed participant (7-14 days is healthy).