A proposed approach to the marketing, tech, and analytics capability required to generate demand and convert it into qualified, sellable leads.
Six acquisition channels converge on one landing page; the outcome from Covey's existing ping-post platform forks the path in two:
Eight layers, built once and reused for every vertical.
Every element below should be tested until the winning configuration meets the target cost per lead.
An MVP mockup for the home security vertical — a different visual identity from this deck, since its audience is a homeowner, not Logan.
An investment to own your leads. Results compound over months and years to lower the cost of a lead.
Keyword research. Find what buyers are actually searching for.
Competitor research. Find where the existing content is weak, outdated, or missing entirely.
Create better quality content. Local guides, comparisons, buying guides — genuinely more useful than what currently ranks.
Structure it for AI as well as LLMs. Formatted to get cited inside Google AI Overviews, ChatGPT, and Perplexity — not just ranked as a blue link.
Convert visitors to leads. Every page ends in a clear path to a quote, not just traffic.
Repeat across all verticals. The same system, run again for insurance, and every vertical after it.
The first headline above, built out in full — written to rank, and engineered to convert the reader before they leave.
+ Funnel Marketing Manager, once vertical 1 is proven.
Kickoff: 15 September 2026.
Landing page build, tracking and compliance infrastructure, and the reusable UI component library.
Ad account setup and integration, creative production.
First campaign goes live. Cost-per-lead and revenue-per-lead are tracked from day one, feeding the scale-or-hold decision.
Each subsequent vertical launches faster, building on the same reusable foundation.
Engaging Abhi as Director of Marketing, two structures are proposed:
+ 5% of revenue per lead
Performance-aligned.