Case Study: TNHS Generates 30 Leads In 6 Months For DC Metro MSP

In July of 2024 a Washington D.C. metro based MSP reached out to Tortoise and Hare Software for help with some of their advertising campaigns. This MSP was working with a previous agency that the MSP was not happy with and had generated no results in 6 months of advertising spend. They found Tortoise and Hare through our ultimate guide to Google Ads for MSPs and decided to reach out. In this case study we will talk about how we helped them generate approximately 30 leads in 6 months and clean up their online marketing efforts.

The Problems

This MSP was struggling with a number of problems they weren’t aware of on top of just their advertising woes. Tortoise and Hare helped the MSP identify barrier to their website conversion including:

• Slow loading website
• Flash of un-styled content when the website was loading
• Testimonials with white text on a white background
• Poor website structure
• Poorly optimized forms
• Text too wide to read on desktop
• Landing pages that needed to be restructured to be better optimized for generating leads

We also identified several opportunities to help them improve their lead generation efforts that were lower hanging fruit including:

• Duplicating and tweaking locations pages to expand their geo footprint for SEO queries and to support advertising campaigns
• Implementing a pricing and packages page to help support buyer shopping
• Getting rid of a high volume of date archive links on their blog pages that dilute link equity
• Getting rid of a high volume of attachment pages that were thin content and dragging down the site
• Optimization opportunities for titles and meta to prevent query cannibalization on location pages vs core service pages

We also helped them identify multiple administrative problems that prevented them from effectively measuring their marketing performance getting the pipeline back on track including:

• Polluted website analytics with a separate company contributing page hits into their instance
• Little to no conversion tracking to measure performance
• Lack of call tracking software to understand inbound calls and phone issues

The Solutions

Tortoise and Hare helped the client clean up their marketing in a cost-effective manner by tackling low hanging fruit that helped this client start generating leads quickly and start putting the pieces in place for long term success.  These activities included:

• Ground up rebuild of their Google Ads account including fresh campaigns, conversion tracking, and ad copy.
• Working with internal resources to produce LinkedIn Ads creative to launch LinkedIn Ads display campaigns.
• Working with internal resources to help duplicate and roll out a series of landing pages to expand their geo footprint and attract relevant search engine traffic. 
• Implemented call tracking software to help them measure their inbound marketing performance.
• Made landing page tweaks to key service pages to help improve their conversion rates.
• Implement conversion rate optimization software to measure the website performance and make educated website optimizations.
• Worked with their 3^rd party web development firm to clean up site performance issues such as slow loading speeds and a flash of un-styled content when loading.
• Modifying titles and metas to prevent page cannibalization and improve their search engine visibility.
• Develop and implement a pricing and packages page to facilitate buyer conversations.
• Extract a separate company’s analytics from polluting hits in their GA4 account.
• Clean up and re-implement GA4 for better performance measurement.
• Worked with their sales team to better field sales calls and improve close rates

The Results

The client saw an immediate improvement in their online marketing efforts and appreciated how closely we worked with their team and other partners to make a positive impact and reveal blind spots. The results from our first 6 months working together included:

• 30 leads generated in the first 6 months
• More than doubling in visibility from 6% > 14% on high intent location queries
• Visibility and transparency into the marketing performance
• Ability to see the “big picture” on where things were going
• Better ability to handle sales calls and generate buyer interest
• Avoided wasted time and money on doomed SEO and advertising efforts
• A positive trajectory looking into 2025

Want to experience similar improvements in your online marketing performance? Reach out to Tortoise and Hare today for a free MSP marketing consultation.