They Hit Their Lead Target and Still Had a Problem
5,690 leads in a month, a record, and conversion quietly declining. The scaling paradox: volume that hides a funnel problem until it is costly.
Cluster — Lead generation and conversion
Lead generation and conversion
B2B and high-ticket lead capture, landing pages, conversion audits, proposals. Not CRO tool round-ups.
A record month of leads and quietly declining conversion is the scaling paradox. Start with 5,690 leads and a problem, then the case where the best lead source was the worst business decision.
On the page itself: two capture methods on every B2B landing page, and what happened when we audited our own site and zero pages passed. When the lead is in, a proposal that sells itself closes it.
Speed is a conversion input too: 78 to 90 on mobile Core Web Vitals without a paid plugin, and why a 5-star rating isn’t the story your hero section should tell.
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When the numbers lie
The Conversion Rate That Disappeared
CPL 28% below forecast. Sales conversion 57% below target. Same campaign, same month. The good-leads-bad-conversions problem, unpicked.
Your Best Lead Source Might Be Your Worst Business Decision
A 14.4% conversion rate versus 7.9%, and the higher-converting source delivered 2.3x fewer sales. How one metric nearly cost R500,000 a month.
Pages that convert
Why We Put Two Lead Capture Methods on Every B2B Landing Page
For high-ticket B2B, form optimisation solves the wrong problem. LinkedIn OAuth plus email fallback cuts friction and lifts data quality.
Your 5-Star Rating Isn't the Story
A 98.8% rating is impressive, but the hero section is the wrong place for it. We read 507 reviews and found six differentiators inside.
We audited our own website. 14 pages. Zero passed.
We ran our own site through the conversion audit we use on clients. Fourteen pages, zero passed. What we found, fixed, and still have not.
78 to 90: What We Removed to Fix a WordPress Page Speed Problem
WordPress performance problems trace back to addition. How we took a B2B site from 78 to 90 on mobile Core Web Vitals by removing things.
Closing
The Proposal That Sells Itself
Most proposals ask clients to decide from imagination. We attached a live interactive demo to a R50,000 proposal and closed it.
Related clusters
Marketing attribution
Trace every sale back to the marketing that caused it, and stop guessing which channels actually make you money.
Paid media that pays
Ads judged on sales, not ROAS. Audience before creative, budgets with a ceiling, and campaigns that still work when the platform breaks.