The Brief: A mission-driven virtual care provider aimed to reach more people seeking support, without compromising its values or approach. The challenge was two-fold: boosting top-of-funnel volume and improving conversion through the onboarding journey, without relying solely on heavy spend or growth-at-all-costs tactics.

What We Did:

We developed and executed a guided discovery strategy—designed to build trust, educate prospects, and remove friction across the user journey:

• Search Optimization: Restructured and relaunched non-brand paid search campaigns, increasing budget efficiency, and optimized organic content strategy targeting low-competition, high-potential keywords.

• Content + Tools: Published SEO-driven content and launched a screening tool integrated into the site experience, creating a strong entry point for search campaigns.

• Creative Refresh: Developed new creative for paid social, with video assets driving a significant share of onboarding starts in the most recent campaign period.

• Nurture + Reactivation: Deployed reactivation email campaigns with 60–65% open rates and revamped onboarding nurture journeys to increase follow-through.

• Conversion Optimization: Moved lead capture to the front of the form and implemented page-specific recommendations to combat first-page abandonment during onboarding.

• Partnership Exploration: Created a structured prospect list across influencer, digital health, and nonprofit sectors to support future partner-driven acquisition tests.

The Results:

• Traffic & Engagement: Paid and organic search sessions increased by 80% within 90 days, with search emerging as the top self-reported acquisition source.

• Creative Wins: New paid social video creative became the highest-performing driver of onboarding starts.

• Conversion Insights: Clear visibility into onboarding drop-offs highlighted where conversion optimization efforts should focus.

• Email Engagement: Reactivation campaigns achieved 60%+ open rates, demonstrating strong engagement from previously inactive leads.

• System Foundations: Built a scalable system to grow predictable, qualified traffic and nurture leads effectively, setting the stage for consistent acquisition improvements.

Why It Worked:

The approach prioritized steady, data-informed iteration over quick wins. By pairing strategic search optimization with guided discovery tools and education-driven creative, the team connected with the right people, at the right moments, with the right messaging—while respecting budget realities and mission alignment.