BuiltForImpact

A website that stands out?

BuiltForImpact is a focused one-page online distillation of your message with a concentrated focus on ethical, effective sales.

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Mosaic

Optimize your site or emails?

Mosaic is a marketing optimization platform to give actionable ROI-calculated marketing improvements.

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Consultation

Something completely unique to you?

If you need design, copywriting, marketing or development support, we’ve a package for you.

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‘Creative Insights’ blog

Our ‘Creative Insights’ blog

Sharing our journey, opinions and thoughts on what it takes to create impactful, long-lasting websites. Since 2009.

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’Marketing Isn’t About You’

Our latest book

If you’d like to read about timeless marketing systems, ’Marketing Isn’t About You’ is now available on Amazon.

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Podcast

Listen to podcasts?

Adam’s daily podcast dedicated to sharing ideas & insights that help good companies create and sell what matters.

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AdamCEO

Adam is an English entrepreneur and philanthropist, and the founder of the Fairhead Group. He founded the Fairhead Group to serve cause-driven companies, with the mission of “helping difference makers make a difference." Adam also loves cycling, and can often be found riding his bicycle along the beach.

DenisCTO, Creative Team

Denis is the Lead developer, Chief Technical Officer of our Creative Team, and the brains behind the BuiltForImpact Platform. He's a resident bug hunter who loves nothing more than forcing a browser to do his bidding. Denis loves the Mediterranean, and when possible likes to do his coding from a beachside patio.

MatthewCMO, Creative Team

Lead copywriter and Chief Marketing Officer of our Creative Team, Matt has always had a love for words. Writing great copy isn't work for him–it's his playground. When not in the office, Matt can be found in vintage bookstores or pursuing his passion for meditation in the forests of Canada.

VeliCOO, Creative Team

Lead Project Manager and Chief Operations Officer, Veli makes sure all projects are on track, deadlines are met and deliverables are top performance. She is also the principal liaison between the FC team and the clients. Veli loves reading, learning new things, and taking long vacations on exotic places. In her spare time she loves cooking, going to the gym and doing yoga.

ZlatiCCO, Creative Team

Zlati is the award-winning design lead of our Creative Team. She's also a curious explorer and startup product design mentor (including being featured at Google's Startup weekend). Zlati loves to help the companies we serve find innovative new ways to express their message visually. Outside of design, she's passionate about mountain climbing, yoga, meditation, and cooking.


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BuiltToLast Subscription

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3 customer reviews

$2,985.00 / month

BuiltToLast provides three consistent, turnkey systems that optimize your website’s marketing performance across three critical areas:

  1. Traffic (PDF): Get new visitors to your site for the first time, and get previous visitors to return for another look.
  2. Conversions (PDF):  Change visitors into leads by getting them to take action.
  3. Nurturing (PDF):  Maximize the value of each lead through email nurturing.

When combined, these three elements lead to a robust, comprehensive online marketing system.  Marketing for your company should be BuiltToLast.

If you’ve qualified for the BuiltToLast system by completing this checklist, you can sign up below.  Your subscription will last for as long as you need it.

Category:

BuiltToLast Subscription

3 customer reviews

BuiltToLast provides three consistent, turnkey systems that optimize your website’s marketing performance across three critical areas:

  1. Traffic (PDF): Get new visitors to your site for the first time, and get previous visitors to return for another look.
  2. Conversions (PDF):  Change visitors into leads by getting them to take action.
  3. Nurturing (PDF):  Maximize the value of each lead through email nurturing.

When combined, these three elements lead to a robust, comprehensive online marketing system.  Marketing for your company should be BuiltToLast.

If you’ve qualified for the BuiltToLast system by completing this checklist, you can sign up below.  Your subscription will last for as long as you need it.

$2,985.00 / month

Product Description

Every month, you’ll receive:

  • A combination of fully custom work in the above three areas – we’ll discuss your goals with you, and help identify which areas need focus to create your next “big win.”
  • A collaborative brainstorming plan call – we’ll review our plans with you before we implement anything.  You’ll be able to provide feedback and see demonstrations of what we plan to create.
  • A detailed report at the end of the month – you’ll know exactly what results we generated, and have hands-on access to clear no-nonsense data.  We’ll also have suggestions about what the next steps should be based on the data we gathered.

While each month will likely be a combination of the three areas mentioned above, here’s some of the results we can generate in each area:

Traffic system details

If your website doesn’t have any traffic, you can’t generate any conversions. Our traffic system first looks at what type of people are the best fit for your offer. We then identify the best places to find these people online, a develop a strategy for getting them to your site.

Depending on the type of people we determine that we need, our strategy might involve ads on Facebook, Google, or LinkedIn.  It could also involve content marketing or other traffic strategies.

The key to successful traffic is getting high-quality visitors to your site.  That’s why the first step of this phase is determining who those people are, and where to find them.

Facebook Specific

  • Research & test audience targeting: Find new prospect opportunities that aren’t currently being advertised to by your company.
  • Prune and develop custom audiences: Spend less money in low performing areas, and focus more energy on higher performing areas.
  • Seed lookalikes: Help Facebook present your ads to more of the right prospects by integrating pipeline and customer lists for it to inspect.
  • Click campaigns: Create awareness of your company and offers to new people who may never have heard of you before.
  • Remarketing campaigns: Present different offers to people based on their interactions (e.g. specific blog posts or product pages).
  • Progressive downstream marketing: Strategically place the right ads in front of people based on “what happens next” for them (e.g. “Complete checkout now and get 15% off your order”)
  • Cross-channel testing with AdWords: Access buyer-intent user data from Google AdWords as a source of ongoing remarketing prospects on Facebook.

Google AdWords Specific

  • Manage, develop, and prune keywords: Track hundreds of advertising keywords, removing the losers and making more winners.
  • Three-dimensional testing: Test combinations of keywords, ads, and ad extensions, to see which (of thousands of) combinations convert best.
  • Test new keywords, ads, and extensions: Keep testing new assets to iteratively outperform the previous winners to increase ad performance.
  • Cross-channel testing with Facebook: Pass buyer-intent user data to Facebook for inexpensive, effective remarketing campaigns.

Bi-weekly traffic reporting of…

  • People reached,
  • Total impressions,
  • Conversion value,
  • Ad spend,
  • ROAS,
  • What we did to get these results,
  • What we’ll do next to improve them further.

Conversion system details

Conversions are the second part of the system – a strong conversion rate is critical to the overall success of your marketing campaign.  

Traffic alone, even if it’s the right people, isn’t enough.  We need as many people as possible to take action on your offering. That’s where conversions come in.

Our conversion work could involve designing an irresistible offer for your audience that they simply can’t pass up.  Or, it might involve running an A/B test of two different headlines on a landing page to see which one performs better. Improving conversion rates is about forming hypotheses, testing, and repeating until your audience can’t resist what you’re offering.

  • Test offers, copy, flow, and layout: See which offers work best. See what copy makes those offers work best. And see which journey to (and beyond) creates the highest level of engagement.
  • Track and optimize user flow: How much traffic engages? How much progresses to your key pages? How much progresses to signup? We track this data and use it as our guide toward highest-and-test-use optimization.
  • Create new pages and assets: Try new pages, offers and incentives in isolation before integrating winning changes into your core website experience.
  • Assets created: New graphics, designs, layouts, tests. Image editing. Code to implement the changes we design. Copy for headlines, offers, body content, articles. Reports based on website performance,

Nurturing system details

Nurturing your leads is the final piece of the system.  When was the last time you made a purchase online on your first visit to a website?

If you’re like 98% of buyers, chances are you’ve never made a purchase on your first visit.   Only 2% of website visitors become buyers on their first visit. That means that you need to nurture leads and gently lead them towards investing in your product or service.

Our nurturing system leverages email to communicate with, educate, and persuade leads to become buyers.  Not just any type of buyer, but a raving fan who returns to your brand over and over again.  Nurturing also fixes “leaks” in your business – spots along the way where people who could have become customers drop off.

  • Build email automations: Create email journeys for your prospects to automatically flow through depending on what they open, what they click, and what they visit on your website.
  • Create new emails: Upstream newsletters, awareness builders, evaluation emails or offers to convert, we will create the email content that you need.
  • Create email visual assets: We’ll help facilitate any imagery or assets your recipients need in order to maximize engagement and progression.
  • Integrate with calendars and other tools: Booking forms, calendars, store data and more can be integrated into your sequences for personal, intelligent, comprehensive market communication.

Monthly cycle steps

  1. Supposition doc: a simple document showing our hypothesis and suggested plan for the month.
  2. Demonstration doc: simple examples of copy and/or design that we plan to create, so that you can see exactly what our proposed changes could look like once implemented.
  3. Plan call: we’ll spend 30 minutes reviewing the documents from our first two steps with you.  If you’d like any changes, we’ll move to step 4.  If everything looks good, we’ll move to step 5.
  4. Refactor: we revise the Demonstration doc to accurately reflect what we’ll be making based on your feedback from step 3.
  5. Build: we build the approved assets, and push it up as a test or a live deployment, depending on what it is.
  6. Data: We collect and monitor the data as it comes in, using a variety of software tools. When we have a clear picture, we’ll move to step 7.
  7. Response doc: here we look at the data we’ve received, interpret it, and document it for posterity and next steps.
  8. Review call: we review the response doc with you, helping you to understand the data and what it means.
  9. Develop: if the approved assets were built as a test, the code won’t exist on the site yet (just in the testing software). If the test was successful, we’ll use this step to implement the changes on your site.

Fairhead Creative is, hands down, the best relationship I’ve ever had. They are always on top of our projects and quickly turnaround beautiful work. I can’t even imagine ever using anybody else. 😄

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