Four times the form submissions, without rebuilding the website

Dedicated service landing pages gave GeoSurv, a Sydney surveying firm, 4x the form submission rate and a 43% lower cost per enquiry, without a rebuild.

GeoSurv’s website was built on the legacy Wix editor and hadn’t been touched in years. Small edits took far too long, the pages were slow, and paid traffic sent there rarely turned into enquiries.

Instead of rebuilding the whole site, we built dedicated landing pages on a separate domain, geosurv.au, one for each core service. The advertising agency could start running campaigns straight away, and every page could be measured on its own.

The results

The pages went live on 29 June. Comparing the old site’s last 25 days with the new pages’ first three months, using only actions tracked in both periods:

• The form submission rate rose from 0.61% to 2.47%, about four times higher
• The website enquiry rate, forms plus phone-number clicks, rose from 4.27% to 7.21%, up 69%
• The cost per website enquiry fell from $442 to $251, down 43%
• Click-through rate rose from 4.79% to 5.89% and search impression share from 29% to 49%, at a slightly lower cost per click

The strongest pages, utility locating and sucker trucks, convert at 21.7% and 17.8%, at $94 and $90 per lead. With call tracking added in July, the campaigns have produced 140 leads at $131 each since launch.

The old site’s baseline was short, so treat the multipliers as directional. Next, we’re reworking the lowest-converting page with what the best ones have taught us.