From goals to delivery
Reach the right customers, make your offer clear and make the next step easy.
Start with the need
Advertising, content and websites need to support the same offer. We look at who you want to reach, why a customer would choose you and what happens after the click. That may mean improving your current website, clearer content, more focused advertising or a new online shop. We prioritise around your goal and follow the quality of enquiries.
We agree on goals, scope and responsibilities before getting started.
Tools I work with
We choose tools to suit the task. Often, you can get more from what you already use.
LinkedIn, Google Analytics, Tag Manager and Search Console are used where the task requires them. Channel selection and measurement follow your business goals.
From our work with
From strategy to follow-up. 40.4% more form enquiries in the year after launch.
How it fits together
The message needs to reach the right audience. The landing page must then fulfil the promise in the ad, giving that interest a natural next step.
KPIs tied to your goal
Together, we choose a small set of measures. Each report should clarify what has changed, where progress has stalled and what to do next.
Search impressions, clicks and relevant traffic
We track agreed searches, audiences and pages over a defined period. Paid and organic traffic are assessed separately.
Are we reaching the people and needs we have chosen to focus on?
Relevant enquiries and cost per enquiry
We count sales enquiries after removing spam, tests and duplicates. Costs are assessed for the same period and source.
Which offers and channels bring enquiries the business wants to pursue?
Sales conversion, margin and customer value over time
We follow agreed groups of enquiries through to sales. Where the data supports it, we assess customer value using margin, repeat purchases and the cost of follow-up.
Which customers and services offer room for better margins?
Before starting, we agree on the baseline, data source, definition and measurement period. We compare like with like and account for seasonality, budgets and changes in tracking.
How we document resultsQuestions and answers
A few questions we often work through together.
No. We start where the need is greatest. A focused assignment may cover SEO, advertising or improvements to your existing website.
We look at your offer, audience, budget and what already works. These guide channel selection, which we adjust as we learn which enquiries and sales the work generates.
Something in mind?
Tell us what you want to achieve and what is getting in the way. We can then discuss the project and the way forward.
Your choice
With your consent, we use Google Analytics to understand which pages are useful and whether visits lead to enquiries. Google receives technical information about your visit. Form content is not sent to Google.
You can use the entire site without analytics and change your choice in the footer. Read about storage, Google and privacy.
