Business Advisory Consultation Funnel

The challenge

The firm had expertise and a credible service offering, but its website used broad consulting language that made different prospect types look the same. Paid-search visitors reached a general company page, and the enquiry form provided almost no context about the prospect’s requirement.

What we changed

We created a focused consultation funnel around a single high-intent service category. The landing page continued the promise made in the search ad, answered the questions a decision-maker would normally ask before a call, and kept the initial enquiry simple.

• Rewrote the offer around a clear business problem and the type of client the service was designed for.
• Matched Google Search ad groups to a dedicated landing page rather than the general company homepage.
• Placed approach, process, expertise and proof before the primary consultation CTA.
• Reduced competing navigation choices on the campaign page while retaining essential trust links.
• Used a short first-step enquiry form and moved deeper qualification into the follow-up conversation.
• Tracked consultation forms, direct calls and WhatsApp starts as separate conversion actions.

The conversion journey

The outcome

The campaign journey became easier to understand and easier to measure. Prospects could see the specific problem being solved, review the firm’s approach and start a conversation without first navigating the full corporate website.

Lead source and enquiry-path tracking also gave the team a clearer basis for comparing campaign quality and prioritising follow-up.