Converting A Stale Funnel Into A Scalable Lead Engine
The Client
An experienced estate planner in the UK who was relying on referrals and word-of-mouth. He wanted to generate consistent inbound leads so he could scale the business and step back from day-to-day grind.
The Problem
When we began, the client was having his website built — but it wasn’t designed with paid traffic in mind.
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Pages weren’t mobile-optimised
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No trust elements were in place
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No funnel structure (just a generic contact page)
Despite a professional layout, it wasn’t converting traffic from ads — just dead clicks and no action.
The old landing and contact page structure
We launched ads using the existing pages, testing 4 cold audience variations. Once we identified two high-performing audiences, we layered targeting to improve quality and reduce cost per click.
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CPC averaged £1.15 — well below industry standard
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No conversions, this told us the landing experience was broken
So in Week 2, we overhauled the funnel:
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Rebuilt the landing page for mobile + conversion flow
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Redesigned the contact page form
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Added trust badges and testimonials
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Created a thank-you page to properly track leads
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Launched a re-targeting campaign
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Launched a new creative to prevent ad fatigue
This produced 2 leads, but neither converted — meaning friction was still too high for cold traffic.
The Strategy
In Week 3, we made a key strategic shift:
Instead of offering a free consultation upfront (a high-friction CTA), we built a lead magnet funnel offering a downloadable PDF:
“3 Estate Planning Mistakes That Could Cost Your Family Everything”
This approach removed resistance and built trust early.
To support this shift, we:
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Built a second landing page with a short form
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Created a new up-sell thank you page → offer a consultation
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Integrated an automated email delivery and follow-up sequence
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Tracked events via PixelYourSite + webhooks
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Designed and launched an entirely new ad creative + copy
The Pivot: Lead Magnet
The new landing page structure
The Outcome
The first lead from this new funnel came in at just £3.08 — a massive drop in cost compared to the original consultation-focused funnel.
CPCs are sub-£1 in retargeting. Cold audiences are clicking at a solid rate.
Everything is now tracked, automated, and systemised. This funnel can scale.
End of Trial Results
Nearing the end of the trial we narrowed down to some very competitive results for estate planning.
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26 Leads
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£10.67 CPL (Cost Per Lead)
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£1.03 CPC
However, our client wasn't happy with having to spend his time chasing leads that required some warming up to convert.
We proposed to change this service from lead generation to a full-on
client acquisition machine.
Automating The Process
With our new plan going forward, we fully automated the back-end follow up system with a 32 day follow up sequence + a monthly nurture automation.
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19 day cold email nurture sequence
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13 day warm lead nurture sequence
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25 tailored email steps
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6 PDF guides offering free information
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Monthly nurturing for leads who aren't ready yet
With this system we can track the current stance of each lead by watching engagement with the content we provide. We know when to follow up personally to give that extra nudge and we can identify strong leads to send over to our client.
These new leads are almost as strong as referrals and will significantly cut down the time spent chasing them.
Segment of automation
List of the PDF's
What's Next?
We are now in week 5. We have 7 leads in the warm automation sequence and 23 in the cold. We are tracking the warm leads daily looking for high intent to identify a possible sale.
We will now let the automation do it's job and forward the promising leads over to our client - these results are expected to come in over the next 10-14 days and will be consistent as more new leads flow into the automation.
Want A Funnel Like This?
If you’re an estate planner looking to generate consistent leads without relying on referrals or cold calling, we build custom systems just like this.
Get in touch to book a FREE consultation where we will review your current marketing strategy and offer tailored advice to suit your practice's needs.