A diagnostic-first engagement to clean up the foundations, win the organic terms that matter (customer experience, employee experience, and AI strategy), use paid as a fast, cheap way to prove what converts, and turn more of the traffic you already earn into real enquiries and calls.
The Strategy Group is a boutique consultancy in customer experience, employee experience, and AI strategy - competing for the same searches as the Big Four, but as the smaller, more customised alternative. The work is real and the reputation is strong: most growth comes through referrals, LinkedIn, EDMs, webinars, and tenders, with a heavy weighting toward government and council clients. The website already ranks between 1st and 5th for a good number of target terms and shows up in AI search.
Two things sit underneath the brief. First, the foundations have taken some knocks: the move from WordPress to Webflow lost traffic, and a spam/scan incident flooded the site with junk enquiries before traffic dropped away - recovery is still underway. There are also two Search Console properties (domain vs. URL) reporting very different numbers, which usually points to old subdomain pages still lingering in the index and needing redirects or canonical tags to clean up.
Second - and more important - the bottleneck is conversion, not traffic. People arrive, download things, and look around, but very few unknown visitors fill in a form or pick up the phone. For a consultancy that nurtures over months and wins a lot of work through tenders, the website does two jobs at once: capture the rare high-intent enquiry, and act as proof for the people verifying you after a tender goes in. Both jobs can be measured and improved.
There is also a lot of conflicting noise. Ahrefs, SEMrush, Screaming Frog, and Jeffrey's Claude reports all say different things, which makes it genuinely hard to know what "good" looks like or what to act on. Cutting through that - with senior people interpreting the tools inside a proper framework rather than taking any single report at face value - is a big part of the value here.
The core opportunity: the demand exists - people are searching "customer experience strategy", "employee experience strategy", and "AI strategy" type terms, and you're already close to the top for many of them. The job is to (1) fix the foundations so the data is trustworthy, (2) hold and grow the organic terms that matter, (3) use a small amount of paid spend to learn - within 24-48 hours - which terms actually convert, and (4) turn more of that traffic into enquiries. Paid isn't a replacement for organic; it's the fastest, cheapest way to de-risk where the organic effort should go.
A one-time, fixed-fee diagnostic across SEO, paid opportunity, tracking, and AI search - ending in a single prioritised roadmap. This is where almost every engagement should start: low-risk, and it replaces conflicting tool outputs with one clear, senior-reviewed view of what to do and in what order.
A full technical and on-page audit of the Webflow site - and a fix for the Search Console confusion.
Before anything else runs, the numbers have to be trustworthy and the conversions have to be captured.
Built around Jeffrey's existing SEMrush keyword list, run through our own tools and framework.
Generative-engine optimisation - how the brand shows up in AI answers, beyond the blue links.
Everything above lands as a single, plain-English roadmap - ranked by impact vs. effort, with the quick wins (Search Console clean-up, tracking fixes, redirects) called out separately from the longer plays. No 80-page tool dump, no "the algorithm changed" hand-waving. Just a clear sequence of what to do, why, and what each step is worth - and an honest read on where we can shift the numbers and where we can't. If a setup module or ongoing work makes sense off the back of it, this roadmap is what it's built from.
Modular, fixed-fee builds you can take in any combination. Each is scoped to stand alone, and every paid-channel module includes a 30-day managed launch, so you get a decisive answer on whether it converts rather than an account that is switched on and left alone. The detail below is deliberately specific: where we're asking for real money, you should see exactly what the work is. Pricing for each is in Section 06.
Paid search built around intent and profit. Most accounts waste money on poor structure, weak messaging, and broken tracking - we build the fundamentals properly, then validate what returns enquiries.
Facebook + Instagram. Creative testing is the engine - paid social fails when the creative stops working and there's no system to replace it. We build a repeatable testing loop tied to conversion, not vibes. We run a lot of B2B on Meta, and it often beats LinkedIn on cost per qualified lead.
A separate, optional B2B channel. LinkedIn reaches exactly the right titles - useful when you need precision over reach. We're upfront that it usually costs more per lead than Meta, so we treat it as a deliberate add-on and only keep running what earns its place.
The page is where the money is made or lost. This fixes the real bottleneck: turning the traffic you already have into enquiries and calls.
Month-to-month, no lock-in. Scoped to the services you choose to keep running - SEO is the core, with paid management and CRO layered on as needed. The whole point is steady, measurable progress you can see, not a report once a quarter.
SEO that brings buyers, not browsers. It only earns its place when it brings customers, so the work stays tied to terms that convert rather than vanity rankings. It runs monthly because SEO compounds; a one-off audit just gathers dust.
Active management of whichever paid channels validated in Phase 1 - not "set and forget".
The paid-to-organic loop: this is the core of how we run search for you, and it was the thread through our whole conversation. Google Ads shows within days which terms actually produce enquiries, the ones worth ranking for. We then point the SEO program straight at those proven terms, so the on-page work and content briefs go where paid has shown real demand. Terms that bring visits but never convert stop eating organic effort. It runs both ways: the terms you already rank for can be tested in paid first to confirm they convert before you invest more in them. One budget teaches the other, and the dashboard makes the whole loop visible.
One live view across every channel, so you're never reconciling four tools that disagree. It pulls Google, Meta, and any other ad platform together and shows what's working, what isn't, what's improving, and where the next dollar of budget should go. Reporting is the core - and it doubles as the place we manage tasks and sign off creative.
Always live, always your data - ready to share with Jeffrey, the team, or the board at any time.
Included, not sold separately. The dashboard is exclusive to ongoing clients - we don't offer it as a standalone product. For everyone we manage it's included at no extra cost, and it's live from day one of your setup. It's simply how we work with the people we work with.
All prices ex GST. Indicative and modular - start with the diagnostic, then add only the modules the roadmap justifies. Setup is one-time; ongoing is month-to-month with no lock-in and no percentage of ad spend, ever.
One-time fixed fee · delivered as a single prioritised roadmap
| Deliverable | Status |
|---|---|
| SEO & technical audit (Webflow) + Search Console reconciliation | Included |
| Redirect / canonical clean-up plan (old subdomain pages) | Included |
| Tracking & measurement audit (GA4, conversions, Hotjar) | Included |
| Keyword & search opportunity analysis (from Jeffrey's list) | Included |
| Competitor SERP & brand-awareness gap analysis | Included |
| AI / GEO visibility audit (ChatGPT, Perplexity, Gemini) | Included |
| Prioritised roadmap (impact vs. effort, quick wins flagged) | Included |
One-time fixed fees, priced per module below · pick any combination · paid modules include 30 days' management
| Module | Investment |
|---|---|
| A · Google Ads: Setup & 30-Day Validation Structure, keyword build, ad copy, tracking + 30 days managed |
$2,800 |
| B · Meta Ads: Setup & 30-Day Validation FB + IG, creative testing, customer match, tender remarketing + 30 days managed |
$2,800 |
| C · LinkedIn Ads: Setup & 30-Day Validation Optional B2B channel - precision title/company targeting + 30 days managed |
$2,500 |
| D · Conversion, CRO & Landing Pages CRO review + 1 custom landing page; additional pages from $2,500 each |
$3,000 |
Take any combination. Where modules are taken together, the shared foundation (tracking, measurement, creative) isn't billed twice - multiple paid channels launched at once are quoted as a combined setup, so it's less than the line items added up. The reporting dashboard is not a paid module - it's included free with any ongoing retainer (see Section 05).
Month-to-month, no lock-in · dashboard included · priced per retainer below
| Retainer | Investment |
|---|---|
| SEO-only retainer Ongoing SEO program + dashboard + reporting (Jeffrey's priority) |
$2,500 /mo |
| Full-program retainer SEO + paid management (Google/Meta/LinkedIn) + CRO + dashboard |
$3,500 /mo |
The retainer is scoped to what you actually want running. If a month is lighter than expected, we'll say so; if there's more to do, we'll flag it before it's billed. The 30-day managed launch inside each paid setup module means you're not paying a retainer until those channels have proven themselves.
Clean-code Astro builds - no Lovable tags, no AI tells, agent-friendly
For new project pages, campaign landing pages, or the AI-offering pages Liam is testing - built properly in clean code rather than through Lovable, so there are no third-party tags to strip out, no AI "tells" in the writing, and full control over the conversion experience and metadata. We can also run a short workshop and build these with your team so the capability stays in-house, which is the direction Jeffrey's keen on. Priced per page/subdomain by complexity.
Paid directly to the platforms - never managed or marked up by us
| Channel (fund only what you run) | Validation budget /mo |
|---|---|
| Google Ads Enough click volume to see which terms convert | ~$1,500 |
| Meta Ads Facebook + Instagram, prospecting + retargeting | ~$1,500 |
| LinkedIn Ads Higher CPMs, so budget buys fewer but higher-intent impressions | ~$1,500 |
Media spend goes straight from your card to the platforms. We never take a percentage of spend, and never will, so our incentives stay aligned with yours. Around $1,500 per channel is enough to get a clear validation signal during the 30-day launch, and you only fund the channels you actually run. Because paid can be turned on and off, it is the cheapest way to answer "does this term convert?" before you commit organic effort to it. We advise on reallocation once the data is in.
The diagnostic comes first and stands alone. Setup modules and ongoing work follow only if the roadmap justifies them. A typical full path looks like this:
Access to both Search Console properties, GA4, Hotjar, and Webflow. Jeffrey's keyword list handed over. The audit begins across SEO, tracking, paid opportunity, and AI search.
One prioritised roadmap: Search Console reconciliation, redirect/canonical clean-up plan, tracking gaps, keyword & GEO opportunity map, and quick wins flagged separately. Decision point on which modules to take.
Quick wins implemented (redirects, tracking, schema). Chosen setup modules built: Google Ads, Meta + LinkedIn, and/or CRO and landing pages. Dashboard stood up.
Paid campaigns live with daily monitoring. CRO changes tested. Data collected on which terms and channels actually convert - and which pages turn clicks into enquiries.
Performance read-out: what converts, what to put organic effort behind, what to switch off. Transition into ongoing management - or hand findings to your internal team.
Month-to-month after the diagnostic. If it's not generating enquiries, we don't want to be sending invoices.
Flat fees and a management fee based on hours at our standard rate. We never take a cut of your media budget - our incentives stay aligned with yours.
We use AI tools heavily - but inside a real framework, interpreted by senior people. You get one clear answer, not five reports that disagree.
No "the algorithm changed, you lost traffic" excuses. When things shift, there's a way to respond - and the measurement to prove it worked.
Your account is run by the founders - Brad and Robin - who've been in online marketing since Google Ads first launched. No junior handoff.
Ranking #1 means nothing if the phone doesn't ring. We measure success by enquiries and cost per enquiry, and we work the conversion side as hard as the traffic.
The rankings are already close. The demand is real. The gap is trustworthy foundations and conversion.
Start with the diagnostic, get one clear roadmap, and decide what's worth building from there.