The main obstacle was clear: the site's existing traffic was not translating into the desired action — sales. The sales team needed a higher volume of leads to pursue, yet the website's performance in terms of lead generation was underwhelming. Upon close examination, several issues were identified around an ineffective content funnel that failed to guide visitors towards conversion and lack of compelling lead magnets to attract and capture leads. In addition, the entire content strategy and site architecture was only focused on top of funnel traffic generally related to the business but nothing covered what they did.
We undertook a strategy of content funnel optimization and reorganization around core SEO keyword clusters where relevant traffic existed. The company leveraged historical analytics data to pinpoint traffic trends and identify bottlenecks within their content funnel. This comprehensive analysis allowed them to restructure the funnel, ensuring a smoother transition from casual browsing to active interest. Further analysis revealed several customer acquisition paths that were actively bringing in prospects and then causing them to bounce from the brand forever. By fixing and then diversifying the depth within these channels, the company could tap into a broader audience and direct more targeted traffic towards conversion-oriented pages. Identifying resources that could serve as compelling lead magnets was crucial. The company focused on creating high-value offerings, such as exclusive industry reports and toolkits, which were closely aligned with their target audience's interests and needs. These magnets were then strategically placed to maximize visibility and engagement. Once a team developed a cadence and process for building out content areas, optimizing them, and then honing in on the best lead magnet positioning with the sales team, lead gen continued to blossom.
By meticulously analyzing traffic trends and optimizing both the content funnel and customer acquisition strategies, the fintech company successfully transformed its website into a powerful lead generation engine. The introduction of compelling lead magnets further catalyzed this transformation, resulting in a substantial increase in leads for the sales team. Aligning site content and user experience with the overarching goal of conversion as showcased here creates a strategic blueprint almost any fintech businesses facing similar challenges can leverage.
