Channel and offer selection
Which two channels are worth funding for your business, and the offer that goes in front of them.
Lead systems
A predictable way for the right buyers to raise their hand.
For businesses whose pipeline still depends on referrals and word of mouth.
Referrals aren’t a pipeline.
They’re a queue you don’t control, and it empties without warning.
You can’t forecast
A month with no referrals looks exactly like the month before a good one arrives. Neither tells you what to do next.
You can’t buy more of what works
If nothing records which channel produced the work, there is no way to fund it deliberately.
The good months hide it
Capacity fills, the search for work stops, and the pipeline is empty again by the time anyone looks.
What you get
The things that will exist
Search and paid setup
Accounts, campaigns and tracking built in your name, structured so spend can be traced to outcomes.
Landing pages built to convert
Pages written for one buyer and one action, rather than a homepage asked to do every job at once.
Lead capture and routing
Every enquiry lands somewhere defined, tagged with where it came from, assigned to a person.
Follow-up sequences
The messages that go out when nobody remembers to send them, in your voice and on a schedule.
Source attribution
A record of which channel, campaign and page produced each enquiry, readable without us.
Where we start
What we’d look at first
Before any package gets proposed. None of this requires you to have tidied anything up first.
Where the work came from
Your last twelve months of closed work, traced back to first touch as far as the records allow.
What you already rank for
Existing search visibility, the pages doing the work, and the words buyers actually type.
What happens to an enquiry today
The path from form submission to first human reply, and the point where it reliably stalls.
Sequence
Your first 30, 60 and 90 days
First 30 days
Find the demand
Trace historic work back to its source, pick the one or two channels worth funding, and agree the offer we put in front of them.
Next 30
Build the path
Landing pages, capture, routing and follow-up go live as one connected path. Tracking goes in before traffic does.
Then
Fund what works
Spend follows evidence. Channels producing qualified enquiries get more; the rest get cut rather than defended.
A sequence, not a set of deadlines. What moves first depends on what we find in the first two weeks.
The split
What we handle and what we need from you
Published before the first call, so nobody discovers halfway through that the work needed more of your week than anyone said.
| Minchin handles |
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|---|---|
| You provide |
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| Shared |
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How this gets judged
Four numbers, agreed before we build
Visit
Someone arrives from a channel we can name.
Enquiry
They ask for something. Source recorded automatically.
Qualified enquiry
They match the work you want. Judged against criteria you set.
Booked call
A conversation in the diary: the first number tied to revenue.
Where a buyer touches several channels before they enquire, attribution gets approximate. We’ll tell you when a number is an estimate rather than presenting it as fact.
Fit
Who this is for
This is for you if…
- Your pipeline depends on referrals and it swings month to month
- You’ve run ads but couldn’t say which ones produced work
- You can handle more volume than you’re currently getting
- You have a defined service and know what it sells for
- You’re willing to let someone look at your numbers
This is NOT for you if…
- You’re shopping for the lowest cost per lead
- You need booked work this week
- You have no capacity to deliver more than you do now
Before you book
Questions we get asked first
What does this cost?
Engagements are scoped after the first call, once we know which channels are worth funding and what already exists. You get a fixed build fee, and where paid channels are involved a media budget that sits in your own accounts. We don’t mark that up.
How long before I see enquiries?
The build takes the first few weeks. Paid channels can produce enquiries almost immediately and take longer to produce good ones; search compounds slowly and keeps paying afterwards. We’ll tell you which your situation calls for rather than selling you both.
Do I have to stop taking referrals?
No. Referrals are the best leads you get. The point is to stop them being the only ones.
Who owns the accounts and the data?
You do. Ad accounts, analytics, CRM and domains are set up in your name and stay in your name if we stop working together.
What if I already run ads?
Then we start by finding out which of them produced work. Usually some of the spend is defensible and some isn’t, and cutting the second half is the fastest saving available.
Will you write the copy?
Yes. Landing pages and follow-up sequences are ours to draft. You correct anything that misrepresents the business, which is faster for you than writing it from scratch.
What happens when the engagement ends?
You keep the system, the documentation and the accounts. It runs the same way the day after we stop as it did the day before.
Find out where your leads are actually coming from.
One call, no deck. We’ll tell you what we’d build first and what it would take.