V-Pantry Website
Paid and organic rebuilt around pipeline contribution instead of lead volume.
Project Information
- Category :
- Digital marketing
- Client :
- Arbor Logistics
- Services :
- Paid Media, Content, Attribution
- Year :
- 2025
Project Challenges
Lead targets were being hit while pipeline shrank, because the cheapest leads were the least likely to buy.
Every project comes with its own set of constraints. We treat each as something to design around rather than apologise for, and we say early which ones will cost time or money to solve.
- High competition – Ranking for valuable terms in a crowded market takes sustained work.
- Large catalogues – Optimising thousands of pages needs systems, not manual effort.
- Duplicate content – Near-identical descriptions across pages dilute every one of them.
- Site speed – Load time affects both rankings and whether people stay.
- Site architecture – Poor navigation makes crawling and indexing unreliable.
Project Results
We re-pointed reporting at qualified pipeline, then let that number decide where budget went — which meant spending more per lead, not less.
- Qualified pipeline
- +134%
- Cost per opportunity
- -31%
- Sales-accepted rate
- +58%
Project Summary
Lead count fell by a fifth and revenue rose, which is the trade every demand team says it wants and few measure for.
Paid and organic rebuilt around pipeline contribution instead of lead volume.