A lead generation programme for a professional services firm
Service pages built for search, focused landing pages for paid campaigns, and enquiries routed straight into the CRM.
This is a concept study. It demonstrates how we would approach this kind of project. It is not a client project, the business described is illustrative, and no results are claimed.
- Sector
- Professional services
- Services involved
- SEO, Google Ads, Landing pages, CRM integration
Project overview
A study of how a professional services firm, such as an accountancy or legal practice, could build a steady flow of qualified enquiries from search and paid campaigns.
Business challenge
What is getting in the way
- Most new work comes from referrals, which makes growth unpredictable.
- The website describes the firm but does not answer the questions prospective clients search for.
- Enquiries arrive by email with little context and are followed up inconsistently.
Objectives
What the work needs to achieve
- Rank for the services and locations prospective clients search for
- Run paid search campaigns where intent is high and the economics work
- Capture enquiries with enough detail to qualify them, and respond quickly
Our approach
How we would tackle it
- Research the searches behind each service and map one page to each intent
- Build focused landing pages for paid campaigns, separate from the main navigation
- Qualify enquiries with a short structured form
- Route enquiries into the CRM with source tracking, so cost per enquiry is visible
Design and technical implementation
Design
- Service pages that explain scope, process and fees in plain language
- Landing pages with one clear action and supporting proof points
- A short enquiry form that adapts to the service selected
Technical
- Technical SEO foundations: structured data, internal linking and fast pages
- Google Ads account structure aligned to service and location
- Conversion tracking for forms and calls
- CRM integration with source and campaign attribution
Deliverables
What would be handed over
- Keyword and intent map
- Service page and landing page templates
- Google Ads account build
- CRM routing and reporting dashboard
Outcomes
Not applicable. This is a concept study, so there are no results to report. For client projects, this section lists verified outcomes only.
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