Case Study: 218 New Inquiries in 40 Days Without Increasing Budget
Instead of pumping thousands more into ads that weren't working anyway, we sat down with the spreadsheet and calculated what happens to a customer after they enter the site. From September 12 to October 22, 2024, we turned a dead website into a machine that generated 218 concrete contacts.
Diagnosis: Why were customers fleeing the site?
When we began the analysis at Strategies and Visions PL in September 2024, we noticed that 89% of people left the site within the first 6 seconds. That's a very short time. The company, let's call it 'Dachy Mazowsza', had a site that looked like hundreds of others. At the very top was a slogan about 'highest quality of services' and a 'team of professionals'. These are words no one reads anymore because they're everywhere. Customers were looking for specifics: how much does it cost and when can you come?
We analyzed 1,247 user session recordings. People scrambled through the page in search of a phone number and warranty information. Instead, they found long blocks of text about the company's mission and vision. This is a classic mistake. Strategies and Visions PL has been teaching since 2016 that marketing is not writing poetry, but answering customer concerns. We check the numbers before we propose anything, and the numbers spoke clearly: no one trusted this site.
In mid-September 2024, we decided to completely clean the site of fluff. We removed 14 unnecessary subpages that only distracted attention. We left only what was essential. We focused on three things: what we do, for how much, and why we can be trusted. This was the foundation for a plan that was to bring profit in the bank, not just pretty statistics in Google Analytics.
Marketing is not writing poetry, but answering specific customer concerns in their own language.
The Cure: Benefit language instead of adjectives
The first thing we changed was the headline. Instead of 'Best roofing company', we wrote: 'Roof repair in 48h. 10 years written warranty on every tile'. That is a concrete point. The customer immediately knows what they're getting. We also added a pricing section. Many companies are afraid to give prices on the site, but we know that's a mistake. We gave ranges: 'Gutter replacement from 120 PLN per linear meter'. This immediately filtered out customers looking for a free quote just to compare prices.
The next step was throwing out all the photos bought on the internet. Instead, we inserted 12 photos from the latest project in Pruszków from August 2024. They show real employees, dirty tools, and the final result. This is authenticity that people in their 40s look for. They know construction is not a sterile laboratory, but hard work. The plan on paper began to take real shape.
We also improved the contact button. Previously it was small and hidden in the menu. We made it huge, bright, and with the text: 'Call now – we answer in 5 minutes'. At Strategies and Visions PL, we checked it: the owner's average response time to an email fell from 2 days to 47 minutes. This is key because a customer who gets a quick answer is less likely to call the competition.
Authenticity sells better than the most expensive stock photos. Customers want to see real people at work.
Trust: Evidence instead of promises
People don't believe companies; they believe other people. Therefore, instead of general reviews like 'I recommend, great company', we asked customers for specific reviews. In October 2024, we added 8 new reviews with full names and locations. For example: 'Mr. Janusz from Otwock, roof repair after a storm in July 2024. The crew was there in 4 hours, price as in the contract'. Such a review is worth more than a thousand ads.
We also introduced a 'Frequently Asked Questions' section, but not ones made up by a marketer. We listed 15 real questions that customers asked over the phone in the last 3 months. 'Does the crew drink alcohol on the site?', 'What if it starts raining during the renovation?', 'Do you clean up the rubble?'. We answered them honestly and without beating around the bush. This built the company's authority as an expert who knows what they're doing.
We added a counter that updated every week: 'Completed projects in 2024: 134'. The number 134 looks real, measured. If we had written 'over 100', no one would have believed it. At Strategies and Visions PL, we count every zloty and every unit of trust. These small changes caused people to stop just 'looking' at the site and start leaving their phone numbers.
Technique: Speed and simplicity
The site before the changes loaded in 6.1 seconds. On a phone, on the go, that was an eternity. After optimizing images and throwing out unnecessary scripts, we got down to 2.4 seconds. That's a change you feel immediately. In marketing, every second counts because customer patience is running out. We checked that after speeding up the site, the number of people who immediately closed it fell by 42%.
We simplified the contact form. Previously, the customer had to provide first name, last name, e-mail, phone, investment address, and problem description. We shortened it to two fields: phone number and postal code. Thanks to this, the number of sent forms tripled in the first 14 days of October. Concrete tasks, not empty promises – making the customer's life easier is fundamental.
Finally, we added a chat that isn't a bot, but a direct connection to the owner's phone. The average response time was 12 minutes. This made the customer feel cared for from the first second. Strategies and Visions PL ensures technology serves sales, and isn't just a pretty addition. Profit in the bank comes from the fact that a customer can easily buy what they need.
The Final Effect: Numbers don't lie
The summary of the 40-day experiment exceeded the client's expectations. From 12 inquiries a month, we jumped to 218 inquiries in the period from September to October 2024. Importantly, the advertising budget remained unchanged – 8,400 PLN. This means the cost of acquiring one customer fell drastically. Previously, the company paid 700 PLN for someone to call them. Now that cost is just 38.50 PLN.
From those 218 inquiries, the company signed 34 contracts for a total amount of 423,000 PLN. This is a real profit that allowed the owner to buy a new excavator in September 2024 and hire two additional employees. All this without spending more on marketing, and only thanks to better use of what was already there. Strategies and Visions PL has been showing for years that the key is understanding the customer, not burning the budget.
This case shows that simple solutions are the most effective. Instead of looking for magic ways and innovative systems, it was enough to improve the content, add proof of trust, and speed up the site. The plan on paper became a real profit in the bank. If your company is standing still despite spending money on ads, it's time to stop fluffing and start acting concretely. We know how to do it because we've been doing it since 2016.
Profit in the bank comes from the fact that a customer can easily buy what they need without slogging through marketing nonsense.
