A budget planner that turned readers into clients
The challenge they faced
A nonprofit credit counseling agency had blog posts on budgeting that drew strong traffic, but readers had no logical next step once they finished. Its existing downloadable guides and reports were underperforming, and it had no lead generation strategy or targeted conversion paths.
The strategy we mapped
Content analytics showed the opportunity: readers of the budgeting posts needed a practical tool, and the agency already had one. We turned the budget planner its debt assessment team used internally into a gated offer and placed it exactly where those readers already were.
The solutions we executed
A planner worth downloading. We redesigned the internal budget planner as a Google Sheet, gated behind a simple form.
A clear path from post to planner. We built the landing page, added CTAs to the budgeting posts and promoted the planner through email and social media.
What changed after the engagement.
The planner brought in 188 new contacts in its first three months, and the debt assessment team closed 41% of them, 77 new clients. Budgeting readers now have a clear next step, and the agency has a proven model for turning popular content into leads.
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