Clients / NSPJ Architects

NSPJ Architects now gets more qualified leads in a month than it used to get in a year

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Challenge

NSPJ Architects is a full-service architecture, landscape architecture, and planning firm with more than 60 years of experience serving residential, commercial, multifamily, and mixed-use clients.

Its website produced a steady stream of inquiries, but only 2.5% came from real prospective clients. The rest were job applicants, vendors, and requests for work the firm doesn’t do. About 72% of the Google Ads budget went to searches unrelated to NSPJ’s services, and 87.5% of organic search traffic came from people who already knew the NSPJ name.

Solution

VOLTAGE spent the first quarter on strategy before launching anything, building a Digital Marketing Success Plan® with buyer research, a competitive search analysis, a technical audit, and a written definition of what a qualified lead means for NSPJ.

Paid search was rebuilt around fit rather than volume: search-term reviews every two weeks and a growing negative keyword list, conversion-based bidding, low-quality ad networks switched off, and dedicated landing pages for each service line. For SEO, we fixed the technical foundation first, then rebuilt NSPJ’s portfolio and service page templates so both prospective clients and search engines can understand the work.

Tracking was rebuilt so every inquiry is traced to its source, and every form submission is reviewed and qualified by a person.

VOLTAGE didn’t just run our ads and send us reports. They took the time to understand how our business actually wins work. We now see more real prospects in a month than we used to see in a year, and for the first time we know the source of every one. They’ve become a true extension of our team.

Elizabeth McKinley, Head of Marketing and Communications

Results

The share of inquiries that are genuinely qualified rose from 2.5% to a sustained 40% or better. NSPJ now receives more qualified prospects in a single month than it did in the full year before the engagement. Paid search leads rose 150% year over year at 68% lower cost per lead, and NSPJ moved from page three to page one for its top local, non-branded searches. The work earned industry award recognition.

40%+

of inquiries now qualified (up from 2.5%)

+150%

paid search leads, year over year

-68%

cost per paid search lead, year over year