The challenge
Background
Whilst freelancing, I worked with an accounting company looking to try and generate leads online. Previously, they generated leads through word of mouth or printed adverts. They started a new company and needed a new website to reflect the brand. A PPC manager was hired to try and run new online advertising campaigns. The business owner highlighted how one new customer could generate £10K in annual revenue. The client wanted to focus on customers who generate a minimum of £70K per year to make it worth their while. 30% of the business owners' customers were in the hospitality sector.
Business goals
It was new territory and we hoped we could drive 20 leads within the first month of launching the website and landing pages.
Solution
I designed a responsive Wordpress website and landing pages for testing with PPC campaigns. I designed all branding assets, sourced and managed remote web developers and collaborated with the PPC manager to launch campaigns.
Results
✅ After launching the website, we generated 5 leads in month one and 8 leads in month two
✅ The client closed two leads who became paying customers
❌ We failed to generate a consistent volume of leads and hence stopped spending advertising budget. The client used the site for brand awareness and used the advertising budget for print adverts
Key learnings
Use off the shelf software for the website - In hindsight, creating a custom solution was not the best idea long term. It proved a little difficult for the team to manage once I left the project. Using Software such as Squarespace would have been good enough and would have speeded up delivery of the project.
Speak with more companies who have issues with accounting - We were a bit too solution focussed and should have stepped back to try and get a deeper understanding of people's needs. We could have tested different narratives on PPC campaigns. This would have helped us better understand which narrative resonated more with potential customers.
