I really liked SupplyFrame’s guide to using your website to create a measurable sales funnel. They’ve done a great job of creating a model that fits engineering (basically a modified version of the classic AIDA – Awareness, Interest, Desire, Action – model) and then they explain how to use advertising and Google Analytics to measure results. Of course the article is skewed towards obtaining leads from SupplyFrame, but the principles can be applied to any other source of leads.