How The Good Scaled to Over $2M in Revenue with Clarified Positioning
From serving three markets under $1M to dominating ecommerce and breaking the $2M mark.
The Overview
The Good is a UX and conversion optimization agency that initially served multiple industries. When we began working together, they were under $1M in annual revenue and looking to scale their business. Over the course of our engagement, I helped them grow beyond the $2M mark.
The Challenge
When we first engaged with each other, The Good relied on a content marketing and SEO-focused strategy, but it was trying to serve three different market segments. This broad approach diluted its messaging and made it difficult to convert leads into clients.
The key challenge was to clarify its market positioning and create a scalable growth strategy.
The Process & Solution
I began by working with them to reposition the agency. Through a deep dive into their client history and analyzing which clients brought the most value, we identified ecommerce as their best-fit market segment. Speaking to a single, clear audience is key to driving conversions, so we refocused The Good's messaging and services around the needs of e-commerce brands.
With their repositioning in place, we then worked together to establish partnerships with complementary agencies that also served the ecommerce market. These partnerships opened new channels for collaboration and lead generation.
After that, we further helped productize The Good's services to make them easier for clients to understand and buy into. By packaging services into clear, repeatable deliverables, including an accessible initial offer, we made it simpler for prospects to see value and commit to longer-term retainers.
Finally, I helped The Good go to market with a focused point of view, using various marketing strategies tailored to ecommerce businesses. This approach positioned them as experts in their niche and amplified their reach.
The Results
The impact of this work was significant:
- 153% increase in lead volume: With clearer positioning and targeted outreach, The Good saw a major increase in the number of qualified leads entering their pipeline.
- 55% year-over-year revenue growth: By focusing on e-commerce and refining their service offerings, The Good experienced impressive growth in revenue, surpassing $2M in annual revenue.
- 16:1 ROI: For every $1 spent on the program, The Good generated $16 in revenue, thanks to their ability to consistently bring in multiple new retainer clients each month, with retainers lasting at least six months (but often longer).