Turning website visits into enquiries
The challenge — A key care home customer journey was attracting visitors, but it was making it harder than necessary for prospective customers to find what they needed and take the next step.
The approach — I led a redesign focused on clearer information architecture, stronger calls to action, more visible key resources and reduced friction between research and enquiry. Analytics and user behaviour guided the priorities, so the work improved commercial performance rather than simply changing the look of the pages.
increase in brochure downloads
increase in form submissions
What this means for your business — You may not need more traffic. Your website may simply need to do a better job of converting the traffic you already have.
Moving beyond PPC dependency
The challenge — Paid search was generating enquiries, but rising acquisition costs and limited long-term organic growth created a dependency. Platform-reported conversions, particularly calls meeting a minimum duration, were also not a reliable proxy for genuine prospective customers.
The approach — I helped develop a broader acquisition strategy spanning SEO, PPC, paid social, website optimisation, CRM data and improved conversion measurement. The focus shifted from advertising-platform conversions to the activity genuinely contributing to enquiries and admissions.
increase in weekly enquiries from the existing site after SEO equity was retained during the Fremantle Trust transition.
What this means for your business — More clicks, impressions and “conversions” do not necessarily mean more customers. Effective marketing starts with finding the activity producing valuable enquiries, then investing accordingly.