Funnel Strategy & SEO
Ads bring traffic. Funnels turn traffic into customers — and SEO keeps them coming for free.
Funnel thinking — people don't buy on first sight
Almost nobody sees an ad once and buys. A funnel matches the message to the moment: cold audiences get attention and appetite, warm audiences get proof and trust, hot audiences get the offer. Building campaigns in these stages — instead of blasting one ad at everyone — is the single biggest lever in paid media.
Real example — Foodyz Kirkham
A 4-stage funnel (attract → engage → convert → retain) turned unpredictable walk-ins into a 3.6x ROAS acquisition engine with a 55% lift in repeat orders.
A/B creative testing — letting the market decide
I never debate which ad is 'better' — we test. Two or three variations run head-to-head with equal budget, and after a fixed decision window the winner takes 70%+ of spend while the next challenger is prepared. Video vs carousel, UGC vs studio, offer A vs offer B: the audience votes with their wallets.
Real example — Jaan Restaurant Network
Cinematic dining-room walkthroughs were A/B tested against fast-cut kitchen footage. Walkthroughs won on views; kitchen cuts won on bookings — so each was placed where it performed best, driving a 2.8x weekend reservation lift.
Landing page CRO — where ad clicks become money
Sending great traffic to a weak page is pouring water into a leaky bucket. I optimise the pages ads land on: one clear headline matching the ad's promise, one call-to-action, fast load times, social proof above the fold, and zero distractions. Small conversion-rate improvements multiply the value of every ad pound.
- Message match: landing headline mirrors the ad exactly
- One page, one goal, one button
- Load under 2.5s — every extra second cuts conversions
Technical & on-page SEO — free traffic that compounds
Paid ads stop the moment you stop paying; SEO keeps working. I handle the technical foundation (site speed, mobile experience, structured data, clean indexing) and on-page optimisation (keywords, titles, content structure) so brands rank for the searches their customers make every day — reducing long-term dependence on ad spend.
What this means for your brand
A complete journey from first impression to repeat purchase — tested, measured, and continuously improved at every step.
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