WORK / GROWTH IN PRACTICE

Different businesses.
One connected approach.

Explore how the right mix of marketing, systems and follow-through can fit a business like yours.

Illustrative case studies. These companies are fictional examples of proposed work, not client engagements or measured results.

01 / HOME SERVICES

Cedar & Field Home Services

An independent heating and cooling company serving homeowners across a growing suburban market.

Fictional company / illustrative project

Make the next service call easier to win.

The business challenge

Referrals keep the crew busy, but seasonal demand is uneven. Website inquiries arrive in a shared inbox, with no consistent way to connect booked appointments to marketing.

The proposed approach

Pair high-intent Google Ads with clear service pages, then give the office one place to manage every inquiry.

Paid acquisitionSearch visibilityWebsite conversion

What the work would include

  • Service-specific landing pages with clear coverage areas and appointment requests.
  • Local search content answering common repair and maintenance questions.
  • A CRM pipeline that assigns inquiries, tracks follow-up and records booked jobs.

The connected customer journey

Local search → Service page → Inquiry → Office follow-up → Booked appointment

How success would be measured

Track qualified inquiries, cost per booked appointment and response time. Separate repair requests from maintenance opportunities so each service can be evaluated fairly.

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02 / B2B CONSULTING

Northline Advisory Group

A small operations consultancy helping growing businesses improve their processes and team capacity.

Fictional company / illustrative project

Turn expertise into the right conversations.

The business challenge

The founders have deep expertise, but new business relies on personal introductions. The website lists services without explaining who they help or what an engagement looks like.

The proposed approach

Clarify the ideal client and package the firm’s thinking into useful content. Connect focused outreach to a website that makes the problem, process and next step easy to understand.

Content + socialOutbound growthWebsite conversion

What the work would include

  • Offer pages built around the buyer’s business problems and decision criteria.
  • A practical content series supported by founder-led social posts.
  • Focused outreach and a CRM handoff that keeps discovery notes and next steps together.

The connected customer journey

Useful insight → Offer page → Discovery request → Qualification → Scoped proposal

How success would be measured

Review relevant conversations, qualified discovery calls and progression to proposal. Use sales feedback to refine the audience and message rather than judging the program on reach alone.

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03 / LOCAL FITNESS

Gather Movement Studio

A neighborhood Pilates and movement studio offering small-group classes and introductory sessions.

Fictional company / illustrative project

Connect the first visit to a lasting routine.

The business challenge

Social posts generate interest, but visitors are unsure which class to choose. Booking and follow-up happen in separate tools, making the introductory experience harder to manage.

The proposed approach

Give newcomers a clear starting point. Align local campaigns, instructor content and an introductory offer, then connect booking and follow-up around the member journey.

Content + socialPaid acquisitionWebsite conversion

What the work would include

  • An introduction page covering class levels, what to expect and how to book.
  • Local campaigns and instructor content focused on the first-visit experience.
  • Booking-linked reminders and consent-based follow-up for introductory visitors.

The connected customer journey

Local discovery → Introductory offer → Class booking → First visit → Membership conversation

How success would be measured

Compare introductory bookings, attendance and membership conversion. Review capacity alongside acquisition costs so promotion supports classes the studio can actually fill.

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