Real challenges solved with strategic thinking, execution excellence, and measurable outcomes
Duration
6 months
Services
Brand Audit, SEO, Content
Goal
Increase organic leads
A well-established professional services firm with 15+ years of industry experience had virtually no online visibility. Despite their reputation in the market, their website ranked on pages 3-5 for target keywords, and most new business came from expensive paid advertising or word-of-mouth referrals only.
Organic Traffic
340/month
Cost Per Lead
£180+
Brand Clarity
Low
Conducted stakeholder interviews and competitive analysis to define unique value proposition using Kapferer Identity Prism framework. Created clear positioning statement differentiating them from generic competitors.
Identified major technical issues: slow page speed (4.2s load time), poor site structure, broken internal links, and minimal content depth. Prioritized fixes with implementation roadmap.
Mapped 120+ relevant keywords across buyer journey stages. Developed topic cluster strategy with 3 pillar pages and 18 supporting articles targeting specific pain points their audience searched for.
Fixed technical issues, optimized page speed to 1.8s, restructured site architecture, implemented schema markup, and created XML sitemap. Set up proper GA4 tracking and Search Console monitoring.
Published 21 high-quality articles over 4 months, optimized existing service pages with clear messaging, added conversion-focused CTAs, and built internal linking structure to boost authority.
210%
Increase in Organic Traffic
340 → 1,054 monthly visits
3x
Growth in Qualified Leads
From organic search only
45%
Reduction in Cost-per-Lead
£180 → £99 per lead
Page 1
Rankings for 28 Keywords
Including top 3 priorities
This project demonstrated that technical SEO excellence alone isn't enough—brand clarity and messaging differentiation are equally critical. The biggest breakthrough came when we aligned the keyword strategy with the client's unique positioning, creating content that not only ranked well but also resonated with their ideal customers.
The transparent reporting approach built exceptional trust. Monthly dashboards showing progress, challenges, and next steps kept stakeholders engaged and allowed us to iterate quickly based on real performance data. This reinforced my belief that honest, evidence-based consulting creates stronger client relationships than overpromising ever could.
Duration
3 months (pre-launch)
Services
Brand Identity, UX, Analytics
Goal
Fast user acquisition
A brand-new SaaS platform preparing to launch in a competitive market with zero brand awareness, no existing customer base, and tight budget constraints. The landing page was converting at only 8%, messaging was unclear, and there was no analytics infrastructure to track or optimize performance.
Brand Awareness
Zero
Conversion Rate
8%
Analytics Setup
None
Created positioning statement using Aaker personality framework. Defined target audience personas and developed clear value proposition answering "who it's for" and "what problem it solves" within 5 seconds of landing.
Simplified messaging hierarchy, removed confusing jargon, strengthened CTAs with clear benefit-focused copy, reduced form fields from 8 to 3, and added trust signals (security badges, explainer video).
Implemented comprehensive GA4 setup with custom events for signup steps, feature exploration, and drop-off points. Created conversion funnel visualization to identify friction and optimize continuously.
Published 12 educational blog posts targeting problem-aware audience (not product-aware), optimized for long-tail keywords, and created lead magnet (industry benchmark report) to capture email addresses.
Ran 8 A/B tests on headline variations, CTA button copy, form length, and social proof placement. Used data to make decisions quickly, implementing winning variants within days of statistical significance.
1,200+
Qualified User Signups
Exceeded 1,000 target
28%
Landing Page Conversion
From 8% baseline
42%
Organic Traffic Share
vs. paid acquisition
£12
Cost per Signup
Below £15 target
This project reinforced the critical importance of clarity in early-stage marketing. Startups often try to be everything to everyone—narrowing the focus to a specific audience with a specific problem created immediate resonance. The dramatic conversion lift came from simplifying, not adding complexity.
The GA4 infrastructure enabled rapid learning. We could see exactly where users dropped off, test hypotheses quickly, and compound small wins into significant growth. This experience solidified my conviction that proper measurement isn't optional—it's the foundation of all optimization work.
Duration
4 months
Services
CRO, Analytics, Branding
Goal
Improve conversion rate
An established e-commerce retailer with decent traffic (25,000+ monthly visits) but frustratingly low conversion rates. Analytics tracking was broken, brand messaging was inconsistent across channels, and the checkout process had significant friction. Revenue was plateauing despite increasing ad spend.
Conversion Rate
1.2%
Cart Abandonment
78%
Analytics Accuracy
Poor
Analyzed user behavior through heatmaps, session recordings, and funnel analysis. Identified 23 conversion blockers including unclear shipping costs, complicated checkout, poor mobile UX, and weak product descriptions.
Fixed broken tracking, migrated from Universal Analytics to GA4 with proper e-commerce events, implemented enhanced conversions, and set up custom dashboards showing revenue attribution by source and funnel drop-off points.
Unified messaging across website, email, and social channels. Created brand voice guidelines and ensured consistent tone, visual identity, and value proposition communication at every touchpoint.
Redesigned checkout flow reducing from 5 steps to 2, added guest checkout option, displayed shipping costs upfront, improved mobile product pages, added trust badges, and optimized CTAs with urgency elements.
Implemented structured testing program prioritized by potential impact. Ran 12 tests including product page layouts, CTA copy, checkout design, and cart reminders. All decisions backed by statistical significance.
67%
Increase in Conversion Rate
1.2% → 2.0% site-wide
34%
Reduction in Cart Abandonment
78% → 51% abandonment
£92K
Additional Monthly Revenue
From same traffic volume
100%
Accurate Tracking
Full GA4 implementation
This project highlighted how broken analytics can mask opportunities. Once we fixed tracking, patterns became clear: mobile users abandoned at checkout, shipping surprises killed conversions, and inconsistent messaging eroded trust. Each fix compounded the others—better tracking revealed more opportunities, which drove better results.
The brand consistency work had unexpected impact. Unifying the voice across channels didn't just "look better"—it measurably improved conversion because customers felt more confident about who they were buying from. This reinforced that brand isn't just identity work; it's a conversion optimization lever when executed with strategic intent.
Let's discuss how evidence-led strategies can help your business achieve measurable growth.
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