Growth · From $3,500, plus ad spend

Most websites are built to be looked at. Mine are built to sell.

/001

Landing pages and the ads that point at them, built as one system and judged on cost per enquiry. I write the page, wire the tracking and run the spend until the numbers say stop.

Show me what's leaking

/002 The problem

Your ad talks to one person. Your page talks to everyone.

Someone searches for one specific job. You pay for the click. They land on a page written for every customer you've ever had, and they leave to find the job somewhere else.

The ads are rarely the problem. The click is the cheapest part of the sale. The money leaks after it.

/003 How I think

This is a landing page like most of them. Watch where it loses you.

A composite. Not a client and not anyone in particular.

  1. 01/ 05The headline

    It tells me who you are. I came to find out what you'll do for me.

    Before “Quality you can trust since 1998”After “Quotes back in 20 minutes, not three days”

  2. 02/ 05The buttons

    Four buttons, no decision. One page, one action.

    Before Learn more · Contact us · Get a quote · SubscribeAfter One button: Get a quote

  3. 03/ 05The proof

    The only reason to believe you is 2,000 pixels down.

    Before Proof sits in the footerAfter Proof line moves next to the button

  4. 04/ 05The form

    Nine fields to ask a question. Three will do.

    Before Enquiry form with nine fieldsAfter Three fields

  5. 05/ 05The load

    Every second of white screen is ad spend you already paid for.

    Before Load meter reads 4.1s on a phoneAfter Meter drops to 0.9s

That's the first hour of Growth.

/004 What's inside

Four parts, one job: more of the right enquiries.

  1. 01

    Landing pages

    One page per service, one ask per page.

    I write the copy, because the page is the part that does the selling.

  2. 02

    Paid search and social

    Campaigns built for the page they land on, not the other way round.

    Every ad makes a promise and the page keeps it.

  3. 03

    Tracking

    Spend followed to enquiries and booked jobs, not clicks.

    If it can't be measured, it isn't in the report.

  4. 04

    SEO

    The pages that should rank for what you sell, written to answer the search rather than catch it.

    Slower than ads, and cheaper once it works.

/005 The price

From $3,500, plus ad spend

The $3,500 covers the page, the campaign and the tracking. Ad spend comes on top, and you set it. More pages, more channels or a longer run cost more, and you get a fixed price before anything starts.

The ad account and the tracking are yours from day one. When I step back, you get a plain report on what each enquiry cost.

/006 The work

Three pages. Each one written for the person reading it.

01Commercial equipment services · 23 staffGrowth

The ads were fine. The page wasn't.

Every ad landed on a page written for every customer at once. Cost per enquiry was $208.

One page per service, one ask per page, and many versions of each ad. Each page changes its copy to match the ad that sent the visitor. The quote form went from nine fields to three, and the tracking now follows spend to booked jobs, not clicks.

$76Cost per enquiry from $208 to $76. Same budget, nearly three times the enquiries.

The ads had been finding the right people all along. The money leaked in the second after the click, when the page started talking to everyone else.

Left alone The brand. They asked for a redesign. They didn't need one.
02Medical practice · GP clinicGrowth

Live in two days. Page 1 in two weeks.

The clinic's website brought in few bookings, and it had never run an ad. The campaign would start on a new domain: no history, no links, no ranking.

Before writing anything, I read what people in the area were asking online, sorted by who was asking, and what the clinics nearby weren't saying. Then I built a separate campaign site around those questions, wrote the ads and the copy to match, and had it all live in two days.

2Two booked and confirmed appointments a day. Page 1 of Google in two weeks, organically.

A competitive search is only competitive at the top. Underneath are the questions patients actually type, and locally nobody had answered them. A new domain can rank in two weeks if it's the only page answering the search.

Left alone The clinic's website. The campaign got a site of its own, so nothing the practice relied on had to change.
03Landscaping · owner-operator, 3 staffGrowth

Fewer enquiries, more work

30 enquiries a month, and the owner spent two evenings a week quoting jobs that were never going to go ahead.

I put "Projects from $15,000" on the landing page, next to the button, and added one question to the form: budget.

7Jobs won up from 4 to 7 a month. Enquiries down from 30 to between 10 and 18.

Most businesses hide the price to get more enquiries. It works. They're just the wrong ones.

Left alone The ad budget. Nothing was wrong with the traffic, only with who the page said yes to.

/007 Start

More traffic won't fix it. Your page will.

Three engagements a quarter. Send me the page your ads land on. I'll tell you where it leaks.

Show me what's leaking