From steady traffic to a pipeline sales wanted to call
A B2B software company had steady traffic and almost no qualified leads. LEAD repositioned the offer around one buyer, rebuilt the site and three landing pages, and qualified leads at the form. Qualified leads rose 140% and cost per lead fell 38% within two quarters.
What was holding growth back
Traffic was stable at around fifty thousand visits a month, but under one percent of visitors converted and sales called fewer than a third of the leads that did come in. The site described features for four different audiences at once, so none of them recognised themselves.
What we decided to do
Pick one buyer, the operations lead at mid-sized firms, and write the whole proposition from that person's side. Qualify at the form so sales only receives leads that match, and tie ad spend to qualified leads rather than form fills.
What we built
- New positioning and messaging built from twelve customer interviews
- A new website with one clear path from problem to demo request
- Three landing pages by segment, paired with search and LinkedIn campaigns
- A qualifying form with lead scoring routed straight into the CRM
- One funnel report connecting ad spend, leads, and closed deals
What changed
Qualified leads rose 140% against the previous two quarters while overall form submissions barely changed. Cost per qualified lead fell 38%, and sales moved from calling a third of leads to calling nearly all of them.
- Low conversion
- Unclear positioning
- Expensive acquisition
- Clear positioning
- Optimised funnel
- Scalable acquisition
Where it goes from here
Extend the qualified-lead model to a second segment and open the Austrian and Swiss markets with localised pages.
This is an illustrative example that shows how LEAD structures and measures an engagement. Figures are placeholders, not client data.