Case study / Professional Services
Build a dependable channel for booked discovery calls.
Overview
The situation.
This consulting firm had grown entirely on referrals—excellent work, happy clients, and absolutely no control over when the next engagement would arrive. The partners wanted a pipeline they could predict, not just hope for.
The website was a brochure: impressive credentials, no reason to get in touch today. There was no search presence for the problems the firm actually solved, no content that demonstrated how the team thought, and no way for a cautious prospect to engage without committing to a sales call.
At a glance
- Industry
- Professional Services
- Campaign
- Google Search plus LinkedIn thought-leader retargeting.
- Focus
- Build a dependable channel for booked discovery calls.
Brief
The engagement at a glance.
Client
Sample Client G
Industry
Professional Services
Challenge
A consulting firm relied entirely on referrals and had no predictable way to win new clients.
Objective
Build a dependable channel for booked discovery calls.
Strategy
Problem-led search campaigns · Authority content offers · Calendar-integrated booking
Creative
Founder-led insight videos and practical frameworks.
Campaign
Google Search plus LinkedIn thought-leader retargeting.
Funnel
- 01Search / social
- 02Insight page
- 03Guide download
- 04Discovery call
- 05Proposal
Approach
How we tackled it.
The first month produced the two flagship guides and rebuilt the site around problems rather than services. Search campaigns launched in month two, with LinkedIn retargeting aimed at the sectors the firm wanted. Guide downloads fed a short email sequence ending in a discovery-call invitation, and partners reviewed call quality monthly.
Problem-led search
Campaigns targeted the specific problems prospects search before they look for a firm—meeting demand at the question stage, not just the vendor stage.
Authority content offers
Practical frameworks and guides gave prospects a low-commitment way to experience the firm's thinking, building a nurture list of genuine prospects.
Frictionless booking
Calendar-integrated booking replaced the contact form, so a ready prospect could choose a time in under a minute—especially important on mobile.
Results
Performance over time.
Illustrative campaign figures—not actual client results, forecasts or guarantees.
+57%
Discovery calls
-26%
Cost per call
41%
Proposal rate
Qualified leads trend
Monthly conversions
Learnings
What we learned.
- → Content that teaches something specific pre-sold the call.
- → Reducing form friction doubled completion on mobile.
Takeaways for your business
- ✓Teaching something specific is the most credible advertisement a firm can run.
- ✓A downloaded guide is a hand-raise—treat it like one.
- ✓Removing booking friction matters as much as generating interest.
Questions
Questions about this kind of engagement.
Does content really lead to consulting work?+
Indirectly but reliably. Prospects who read a framework arrive at the discovery call already trusting the approach, which is why proposal rates improved.
How long before the channel became dependable?+
Discovery calls grew within the first quarter; a genuinely predictable pipeline took about six months of consistent publishing and optimisation.
What if the partners have no time to write?+
A structured interview turns one hour of a partner's thinking into a month of content. The expertise is theirs; the production is ours.
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