The document describes the problems with an existing non-performing lead generation website including poor search engine results, low visitor counts and high bounce rates. It then outlines a new inbound marketing strategy to attract and convert more leads through search engine optimization, content creation, call-to-actions and landing pages connected to a CRM for lead management. The strategy also includes analytics tracking to measure results over the coming months and ensure the new website and processes are performing better than the previous setup.

1. Case Study
Engaging Lead Generation Website
CraigMHalliday.com

2. Problem
Website not performing:
Not showing up on SERP’s
Few visitor count (110 Sept 2014)
High bounce rate (53% Sept 2014)
Unbalanced new vs returning visitors (97% new Sept 2014)
Lack of maintenance
Design and content non-customer centric
Content not SEO friendly
No call to actions (CTA’s)
No leads!
* Data was only provided for month & year noted. Previous
manager did not manage data or strategy data well.
CraigMHalliday.com

3. Snapshot of
Non-performing Website
CraigMHalliday.com

4. Lead Generation Page
Single landing page available with a form. Learned form submission link
was broken.
CraigMHalliday.com

5. Services Page
Basic content about offered services with links to projects. Only CTA is an
email address.
CraigMHalliday.com

6. September 2014 Data
CraigMHalliday.com

7. CraigMHalliday.com

8. CraigMHalliday.com

9. CraigMHalliday.com

10. CraigMHalliday.com

11. Customer thoughts on previous
website and data:
“Embarrassed to show our website.”
CraigMHalliday.com
“We are getting no leads…”
“I searched for us locally on Google…quit
once I got to page 5!”
“You get what you pay for I guess…”
- Bob Peters, Sales Manager

12. New Strategy: Incorporate Inbound
Marketing Methodologies
1. Attract
• Create new engaging,
lead generating website.
• SEO
• Generate a blog.
• Increase social media
presence.
2. Convert
• Create relevant landing
pages.
• Increase CTA’s.
• Link CTA’s to forms
relevant to leads search.
3. Close
• Implement email
marketing strategy.
• Add CRM to manage
leads, create forms,
email templates and
workflows.
4. Delight
• Ask for reviews.
• Email updates.
• Social media.
CraigMHalliday.com

13. New Website
Design
• Responsive
• Blog
• Photo gallery
• Video gallery
• SEO
• Various CTA’s
• Landing pages
• Social media sharing
• Analytics
• CMS
QDDesignLLC.com
CraigMHalliday.com

14. Website Optimization
Keyword research is necessary to properly optimize content.
CraigMHalliday.com

15. Website Optimization
Front-end content is critical (what visitors see and read), but
“Alt-tags” and descriptions are just as critical to maximizing
SEO efforts. My experiences have shown that optimizing the
back-end of a website lacks the same initiative as front-end
content.
CraigMHalliday.com

16. SEO - Content
CraigMHalliday.com
Wordpress CMS
• SEO Plugin
• Keyword Researched using
Adwords
• No keyword stuffing

17. SEO - Images
Researched keywords underlined in green. To maximize SEO, it’s necessary to
include relevant, searched keywords in image descriptions and titles.
CraigMHalliday.com

18. CTA’s
I added many CTA’s throughout the website necessary to drive traffic
where they are trying to go, then capture their information. I am also A/B
testing.
* Note the content is talking to them.
CraigMHalliday.com

19. Landing Page
CTA’s link to a “true” lead capture landing page relevant to their search. Lead
capture landing pages should have no links other than a submit button. The
lead has made their decision to provide information when they click to this
page.
CraigMHalliday.com

20. CRM’s
Lead information is captured and saved to a CRM database
where the sales manager can contact the lead and nurture
the lead through email marketing. In this case, QD Design,
LLC uses Open Leads as their CRM.
I also have experience with:
• Infusionsoft
• HubSpot
• Salesforce
• GetResponse – email marketing
CraigMHalliday.com

21. Analytics
Google Analytics Webmaster Tools
CraigMHalliday.com

22. Analytics
QD Design, LLC agreed to change their domain name along with
rebranding their website and content. Research suggests due to this
update, it may take 3-6 months before we see favorable results as long
as website updates do not become stagnant.
CraigMHalliday.com

23. Conclusion
It’s mid-November 2014 and we are about 30 days into this project. We
are adding video content, updating social media, and launched an
Adwords campaign to help drive traffic. We should know by January if
the new strategies are performing.
Stay tuned for data updates.
CraigMHalliday.com