Southeast Missouri State College
Lead Generation — UX · SEO · Conversion
Lead-Gen Systems that Turn Traffic into Revenue
I led a high-impact redesign of SEMO’s Admissions & Aid experience to drive measurable conversions. The objective was simple: build a lean, accessible lead engine that guides prospects from discovery to decision with clarity and momentum.
+38%
Organic leads (first 90 days)
–35%
CPL after funnel optimization
AA
Accessible, mobile-first UX
Featured Service
Lead-Gen Accelerator — From Discovery to Demo
A focused 6–10 week engagement to implement a measurable acquisition engine: high-intent landing pages, topic clusters, local SEO, and conversion UX—all wired to GA4 and your CRM for clean attribution.
Acquisition Framework
Research → Attract → Convert → Nurture → Measure
Research
Audit search demand, competitor gaps, and funnel friction.
- Intent map & content gap analysis
- Heuristics + analytics + heatmaps
- Sales/Admissions interviews for objections
Attract
Publish cluster content and optimized landing pages.
- Topic clusters & internal linking
- Local SEO (GBP, NAP, service areas)
- Structured data (FAQ, Service, Org)
Convert
Remove friction and make the next step obvious.
- Short forms · progressive profiling
- Sticky CTAs, intent bars, social proof
- Speed & accessibility (AA)
Nurture
Align CRM stages and automation with content.
- Segmentation and lead scoring
- Guides, comparisons, FAQs
- Automated follow-ups to book calls
Measure
Attribute and iterate with GA4 + CRM events.
- Source/medium → SQL attribution
- Form-step tracking & drop-off
- A/B tests on headlines/CTAs
Outcomes
Results & Impact
+32%
Qualified inquiries
90 days post-launch
–28%
Cost per lead
Form & funnel UX
+22%
Demo bookings
Sticky CTAs + proof
AA
Accessibility
Contrast & focus
Landing Page Conversion +0.9 pts
Before — long forms, weak proof
After — trimmed fields, sticky CTA
Local SEO — Request Info Starts +14
Before — thin service pages
After — clusters & GBP
What changed
- Built high-performing lead-generation landing pages strategically mapped to intent-driven keywords and audience personas, improving engagement and conversion outcomes.
- Introduced sticky CTAs, trust signals, and streamlined forms leveraging progressive profiling to reduce user friction and improve conversion performance.
- Created SEO topic clusters and strategic internal link pathways to enhance content hierarchy and improve topical authority across key service areas.
- Implemented FAQ and Service schema markup to surface enhanced rich-result features and strengthen on-page SEO visibility.
- Connected GA4 event tracking to CRM funnel stages, enabling clear insight into lead progression and attribution accuracy.
- Optimized Core Web Vitals with refined media policies, lazy-load functionality, and WebP conversion, resulting in faster mobile performance and improved conversion rates.
End-to-End
Acquisition Lifecycle & Outcomes
| Stage | Before | After | Impact |
|---|---|---|---|
| Research Demand & gaps | Unprioritized keywords; thin pages. | Intent map; clusters; briefs. | Qualified traffic ↑ · bounce ↓ |
| Convert Forms & CTAs | Long forms; unclear value. | Short forms; proof; sticky CTAs. | CVR ↑ · CPL ↓ |
| Nurture Follow-up | Generic emails; slow booking. | Segmented drips; 1-click booking. | SQL rate ↑ · time-to-meeting ↓ |
| Measure Attribution | Last-click only. | GA4 + CRM events; UTM hygiene. | Channel ROI clarity ↑ |
Outcomes & Measurable Results
Measured in first 90 days (GA4, Hotjar, CRM). “pts” = percentage points; “%” = relative change.
| Metric | Before | After | Result |
|---|---|---|---|
| Landing Page Conversion | 3.2% | 4.1% | +0.9 pts (+28%) |
| Qualified Leads (MQLs) | — | — | +32% relative lift |
| Demo/Consult Bookings | — | — | +22% increase |
| Cost per Lead | $145 | $104 | –28% CPL |
| Time on Page (LP avg.) | 0:58 | 1:11 | +22% engagement |
Sources: GA4 events, Hotjar scroll/click maps, CRM opportunity stages.
Acquisition Improvements Matrix
| Area | Before | After | Impact |
|---|---|---|---|
| CTA hierarchy | Competing options; weak verbs. | Primary intent bar; sticky CTA; microcopy. | Task starts ↑ · hesitation ↓ |
| Forms friction | Too many fields; no progress. | Progressive profiling; inline errors; success states. | Completions ↑ · drop-off ↓ |
| Content authority | Disconnected posts. | Clusters & internal links; FAQs. | Topical authority ↑ · rankings ↑ |
| Tracking attribution | Limited events. | GA4 + CRM events; UTM standards. | Channel ROI clarity ↑ |
FAQ
Lead Generation — Common Questions
| Question | Answer |
|---|---|
| How soon will I see results? | Foundational improvements ship in weeks; most clients see measurable gains within 30–90 days. |
| Can you integrate with my CRM? | Yes—HubSpot, Salesforce, Slate, etc. We map GA4 and form events to your funnel stages. |
| Do you handle content? | Yes. I provide briefs, outlines, and templates; your SMEs review for accuracy. |
| What does success look like? | More qualified inquiries, higher demo bookings, lower CPL, and clear multi-touch attribution. |
Lead-Gen Packages
Starter
Audit + 1 LP + GA4/CRM wiring
Growth
Clusters + 3 LPs + A/B tests
Scale
Multi-segment funnels + nurture
Accessibility Compliance Checklist
| Criterion | Before | Fix | Status |
|---|---|---|---|
| Contrast AA (1.4.3) | Buttons/links below 4.5:1; muted body text. | AA palette tokens; contrast checks across UI. | AA Pass |
| Keyboard focus | Hidden focus; no skip link. | Visible focus ring; skip to content; logical tab order. | Implemented |
| Forms labels & errors | Placeholder-only labels; generic errors. | Explicit labels; aria-describedby; inline errors; success states. |
Implemented |
Let’s Talk
Get Your Lead-Gen Plan
Want predictable pipeline growth? I’ll assess your current funnel and outline fast, measurable wins.
