Rules Of The Funnel - Case Study

The Challenge

Our client, a skilled and respected Tasmanian arborist, had the reputation, the results, and the backlog of beautiful work. What they didn’t have? A strategic system to turn their social content into actual enquiries.

They weren’t trying to go viral. They just wanted a way to show up online that matched their real-world credibility. But, they were stuck in a reactive cycle, posting without direction, unsure how to translate great work into digital results.

They came to us with a clear ask:
“Can you help us build a strategy that makes sense for how our clients actually buy?”

The Strategy

In their Strategy Experience, we shifted the focus from “just posting” to purpose-led content. We:

• Mapped their messaging to the three stages of a decision funnel: Awareness, Consideration, Conversion.

• Built a system rooted in timing, education, and trust, the real drivers behind council and homeowner decision-making.

• Introduced the 50/30/20 content rule to keep things structured and sustainable:

  • 50% Awareness – tree safety, seasonal risks, and what to look out for

  • 30% Consideration – FAQs, insurance info, and service breakdowns

  • 20% Conversion – seasonal offers and social proof to prompt action

By grounding everything in strategy, their content finally had a direction and could do the heavy lifting, building familiarity, sparking confidence, and ultimately, filling their inbox.

The Lesson

Pretty posts don’t build pipelines; strategy does.

It’s easy to get caught in the cycle of posting without purpose. But when content meets people where they are, curious, cautious, or ready to call, that’s when visibility turns into trust, and trust turns into action.

For service-based businesses like arborists, it’s not about being louder online. It’s about being better placed. The right strategy builds rhythm, reduces stress, and gives your content a job to do, so you’re not doing it all yourself.