Rebuilding A 6-Figure Agency Website
Another case study
In July 2024 one of the branches of the agency’s websites got hit/hacked.
This was on a website that I’ve not looked at in years (literally 2 years of zero energy).
This zero effort was down to a lack of desire to build up anything within the agency.
To anyone who knows me, knows I’m looking to get away from client based work.
But nevertheless, all the way back in 2020 the site even had a traffic value of $10,000/month (meaning if you were to pay for the same keywords through PPC it would cost you this amount)… Usually means the site’s earn about triple that number, 10X if your good at sales.
But over the past few years the site has been neglected and has just dropped away, leads were down 80%, earnings down about 70%, all because in that time we built other ecommerce assets.
But realistically both could have been done but I was unmotivated to do it.
Site got hacked - July 2024
In July 2024 the site got hacked again.
Nothing major, just your standard dating affiliate links, which actually ranked pretty…
But either way the site needed a fix and migrate to better hosting.
After scrubbing the site right down and getting someone to add a bunch of security measures, in August we were basically left with this website that didn’t have any love and a business model that did a couple grand a month.
Instead of just letting this site die I wanted to pivot the business a bit.
Refine everything down to key parts, centralise 1 or 2 offerings and send all other traffic through affiliate links to get the site back up to £5k/month and potentially exit the business for a good multiple.
The 2 keys to the whole process was;
Improve the site itself + double traffic & leads again.
Improve the offering to a productised service.
Luckily I know how to do both of these, it’s just about doing so in the right way.
The productised offering site is something that’s already been semi-solved but has never been officially finalised. As a result, moving forward on this, writing everything up and just getting the black and white earnings around a “per average campaign” basis earnings.
So every closed lead would be roughly $1,500-$3,000 revenue, and the price of the fulfilled campaign on the productised side (essentially outsourced) would be closer to $400-$800. So each campaign should net at least $1k, in some cases $2/3k.
The amount of time needed to close leads varies but in general it’s about 1 in 4 that submits a form.
So if we say each campaign is worth about £1,000 flat gross profit, each lead is about £250 value. So if we can sell leads around the $300 mark, and someone has a more longer term video (enabling them to create way more value + earnings) it’s a win win.
So if each lead is worth about £250 now, our core goal becomes getting more highly qualified leads.
Rebuilding the organic traffic
Since starting we’ve managed to enhance organic traffic a fair bit.
From re-building posts, adding some new pieces and just re-optimising key landing pages.
Nothing crazy.
It’s actually already doubled!
From an all time low of about 850, to sitting around 1700 now.
Still a long way to go and more importantly that traffic needs to convert.
This is why using the traffic value figures can be a lot better, in that same time period we’ve had a jump from $2,500 to $3,700.
A lot less than double but probably more inline with the actual value added in this period.
Conversions
Improving conversions is the other side to this coin.
The site has converted far better already just from the major obvious changes, putting another few days into this should increase our conversions drastically.
There’s not much data on this yet.
The Plan
Heavy content marketing.
Heavy link building.
Assign a VA to improve UX & Design for site.
Improvements into the CTAs of affiliate offerings as well.
Test out some CTR & AI integrations.
Play around with video.
Rebuilding successful posts.
The longer term monetisation options
Close the leads if it’s not too time consuming manually to increase profit.
Sell the leads to another amazon marketing agency if rates of $200+ per lead.
Sell the entire site for £150k-ish one time. In talks with someone currently but doubt this’ll go anywhere.
Affiliate offers - currently the site does about $500-700 a month in affiliate commissions, would be good to 2-3X that.
It’s also fun to just do some more creative SEO and content marketing again.
The amount of progress that’s been made based on new tech, Ai integrations, playing around with old concepts using newer tools is really cool.
It also makes for a nice looking chart and a cool case study in search console.
