Case notes
Home services
They listed every service on the homepage. We picked winter readiness as the only offer for Q4, rewrote the ads around “no Sunday breakdown,” and built a short SMS confirm path for booked estimates.
Result: estimate requests up, spend per lead down. Sample numbers for this playground build.
B2B software
The product page talked about “seamless workflows.” Buyers wanted to know who it replaced on their team. We recast the demo page as a before/after of a controller’s Monday.
Result: longer demo calls, fewer “just looking” bookings.
Nonprofit
Year-end mail had five asks. We wrote one letter with one number and one reply card. Email followed the same sentence, not a new campaign each week.
Result: more completed gifts, fewer unsubscribes.
Professional services
The firm sounded like every other “trusted advisors” page. We named the actual work: succession for family companies that still have the founder’s cellphone as the switchboard.
Result: inbound from the right size of company.