LAM / PERSPECTIVES & PRACTICE
Illustrative project study / methodology, deliverables and evaluation. No client results are claimed.
A regional service company has English and French pages, but both follow the same generic structure. Advertising brings enquiries from outside the service area and the sales team repeatedly explains what the business actually does.
The issue is not simply insufficient traffic. Service definitions, geographic relevance and language-specific intent need to become clearer before increasing acquisition.
Map services and territories with the sales team. Review search questions in each language. Rewrite the core service briefs, clarify geographic coverage and align campaign themes with those pages. Establish how enquiries will be qualified.
A bilingual page map, service-page briefs, campaign exclusions and a lead-quality review sheet. These give marketing and sales a shared description of the work.
The proportion of enquiries that match service and territory, the questions customers still ask and the performance of relevant landing pages. No outcome figures are claimed for this illustrative scenario.