Case studies
A specialist conveyancing firm was fielding too many enquiries that had nothing to do with the services it offered. I reviewed the website, the paid campaigns and the social channels and produced a strategic direction, which meant rebuilding on a platform the team could edit and rebuilding the enquiry journey around filtering. The number of quality leads rose by over 30%, and conversion of leads went from 12% to over 40%.
The firm's online estate was not performing the way it wanted, and the symptom the internal team felt every day was enquiry quality. They were fielding too many enquiries that were not relevant to the services the firm provided.
Underneath that was a platform problem nobody had named. The site was built on an unsupported version of Drupal, and the agency responsible was no longer in business. Much of the content was out of date and could not easily be refreshed, because there was no Drupal knowledge inside the firm.
I was approached to review the current website, the paid ad campaigns and the social media channels, and to produce a strategic digital direction from it.
The reviews ran through online meetings with the head of marketing and the marketing support resources. I also questioned the wider team on what they were actually looking for in the enquiries coming from the website, which is the part that decides whether a lead is worth having.
A full audit of the website ran alongside that, and it was the audit that established the Drupal position: unsupported version, agency gone, content that could not be maintained.
The recommendations that came out of it were four. Rebuild the site in WordPress, so staff could update content themselves and the firm kept the option of moving to another agency. Map the conveyancing enquiry journey fully and make the online form more intelligent, so it filtered out poor quality leads. Put in a social media plan that linked the site's content to national house-buying news. And set a content plan around key national house-buying events, for the content team to work across website, PR and social.
Conversion of leads rose from 12% to over 40%, and the number of quality leads rose by over 30%.
| Metric | Before | After | |---|---|---| | Lead conversion | 12% | over 40% | | Quality leads | not recorded | up over 30% |
The team were more engaged with the leads coming in, because they knew they could work with them.
An enquiry problem usually looks like a marketing problem and turns out to be a platform and a journey problem. Asking the people who handle the enquiries what they actually want from one is quicker than any amount of campaign tuning, and a form that filters is worth more than a form that collects. The platform question follows from that rather than leading it: the firm needed a site its own team could change.
The review behind this is a digital health analysis. On the definition that decides all of this, see what counts as a lead.
The site was running on an unsupported version of Drupal and the agency that built it was no longer in business, so nobody internally could refresh the content. WordPress meant the team could update the site themselves, and it left the firm free to move to another agency later without another rebuild.
By mapping the enquiry journey end to end and then making the form do some of the filtering, so the questions a caller answers sort the relevant from the irrelevant before anyone in the firm picks it up. That is what moved conversion from 12% to over 40%.
They were more engaged with the enquiries arriving, because they knew the ones that reached them were ones they could actually act on. Fewer enquiries that were nothing to do with the service, more that were.
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