Growth Partners transformed Sales & Leadership Performance’s (SLP’s) website into a high-performing sales tool, leading to a 30% increase in sales from a company owned digital asset.. By delivering personalised user experiences, the website consistently attracts high-quality leads with an 80%+ close rate, enabling more effective and efficient lead generation.
BACKGROUND
Sales & Leadership Performance (SLP) specialises in helping businesses and corporations boost their sales teams’ performance. With 10 staff across offices in Australia and the USA, SLP offers sales coaching services and sales leadership programmes to B2B clients. To date, SLP has worked with 28,442 companies, across 200+ industries in 111 countries.
THE PROBLEM
Despite recently investing a significant sum in a new website, SLP received zero leads through its online presence. Because of this, the company ended up relying solely on referrals and inbound enquiries generated through speaking events, which Greg Gladman, the Owner and Managing Director, recognised was not scalable. The pressure on Greg to constantly secure referrals became overwhelming, and it was a shock to find that the new website was virtually invisible on Google.
Without effective search visibility or inbound web traffic, SLP’s growth potential was limited. Greg knew they were missing out on potential revenue – estimated at over AUD500,000 – if they did not find a solution to generate organic, inbound leads.
THE SOLUTIONS
Greg knew that Growth Partners had achieved good results for some of his clients, and turned to them as a trusted partner with a proven track record. Growth Partners carried out a health check on SLP’s new website: it scored just 1%.
Growth Partners addressed SLP’s challenges with their Revenue Accelerator Programme, designed to turn underperforming websites into active sales channels. The first step in the process was conducting in-depth research into how key industries were behaving online, identifying the size of their active audiences, and analysing how they searched for sales training solutions to identify the real content active buyers are looking for.
With this information, Growth Partners implemented their WebSmart® process, transforming SLP’s website into a Digital Sales Concierge. This created the ability to capture more buyer attention, influence purchase decisions and create personalised user experiences that made every visitor feel like the website was tailored specifically for them.
Key elements of the solution included:
Industry-specific landing pages: Growth Partners built custom pages for targeted sectors, addressing the specific pain points and challenges of these industries.
Targeted content: The new website featured content designed to attract, engage and educate prospective clients by answering their specific questions and guiding them through their decision-making process.
SEO optimisation: Through technical SEO and on-page SEO improvements, Growth Partners ensured that SLP’s website became visible to search engines, significantly increasing its organic traffic.
Personalised user interactions: Each interaction on the website was customised based on clearly understood visitor behaviour, helping to build rapport, keep potential clients engaged and nurture buyers down the path from awareness to consideration to close
This approach helped SLP connect with businesses they had not previously considered targeting, particularly in industries that had a budget for sales training and leadership development.
THE OUTCOMES
The results of Growth Partners’ work were transformative for SLP. Within 12 months, the company experienced a 30% increase in sales, all generated through an organic strategy without the need for paid ads or other campaigns. SLP’s website now consistently attracts high-quality leads, particularly from sectors such as medical, which have a budget to invest in sales and leadership training.
Not only did the volume of leads increase, but the quality of leads also improved dramatically. Greg reported an 80%+ close rate on deals coming through the website. Greg noted that the personalised, targeted strategy employed by Growth Partners reduced his time spent on non-productive discovery meetings. This was because the leads coming through the website were already informed and ready to engage.
Another big benefit for Greg was the ability to focus on other aspects of the business. Previously, he had to allocate time every week to update the website, but after Growth Partners’ intervention, he could “let go and watch the magic happen.”
In summary, Growth Partners helped SLP uncover valuable insights about their ideal target industries, which in turn, allowed the business to increase sales and reduce the time spent on closing deals. By transforming their website into a Digital Sales Concierge, SLP is now equipped to convert inbound traffic into profitable client relationships more effectively than ever before.
“The results were beyond what I had imagined. Within 12 months, our sales increased by 30%, all from organic search traffic. The quality of leads has improved dramatically, and we close over 80% of leads that come through the website. Growth Partners’ work has given me back precious time – I no longer need to worry about the website every week. I can focus on growing the business, knowing that the site is doing its job.”
– Greg Gladman, Owner and Managing Director, Sales & Leadership Performance (SLP), Australia
