Half the leads, three quarters of them qualified

What was not working

The site collected a large number of enquiries and the sales team ignored most of them: students, job seekers and companies far too small to buy. Marketing reported growth, sales reported noise, and both were right.

What we did

1. 01Rewrote the landing pages for the buyer the company actually sells to, naming the company size and the stack in the first screen.
2. 02Replaced the open contact form with a short qualifying form: role, company size, what they are protecting.
3. 03Agreed on one written definition of a qualified lead with the sales team, and reported against it from then on.
4. 04Dropped the keywords that brought volume without buyers and moved the budget to intent queries.

Published with written permission from the client, who asked not to be named. That is why the business is described by industry and location rather than by its name, and why every number here carries the system it came from.