Houlton Kennedy Group

Prepared By: Bjorn Bojen
Prepared For: Ryan Kennedy
  • Attract Leads at Scale

  • Educate on Value

  • Convert Sales



[Company Name] summary.

[Company Name] need a digital strategy that assists them in moving towards their business goals.

Business Needs

Specifically, the project needs to fulfil the following business needs:

  • [Business Need 1]
  • [Business Need 2]
  • [Business Need 3]
  • etc

[Company Name] need a partner that can deliver results by identifying and working on the highest impact marketing objectives that are critical to growth.

Target Audience Needs

The target audience for the [Company Name] project is initially defined as:

  • [Basic Target Audience]

The project needs to help the target audience in doing the following:

  • [Target Market Need 1]
  • [Target Market Need 2]
  • [Target market Need 3]
  • etc

The [Company Name] digital growth project should be responsible for cultivating leads, converting sales and streamlining repeat orders.

It should be a system that works tirelessly and at scale to attract untapped market potential, hooking them with irresistible offers and ultimately turning them into patrons through the use of carefully calibrated high value content.


A significant new stream of leads is required, utilising effective advertising, compelling high impact offers that your ideal ten-out-of-ten prospects simply can't ignore. We will work with you to systematically add value to your target market at scale by SHOWING (not telling).

The funnel will be designed to:

  • Attract ideal prospects using advertising they simply can't ignore
  • Convert prospects into leads by presenting them with a High Value Content Offer (HVCO) in exchange for the ability to contact them
  • Convert immediate sales opportunities with your high impact Power Play Offer
  • Nurture consistent sales opportunities via automated content delivery over time
  • Generate repeat sales by communicating value around everything [Company Name] does
  • Strengthen [Company Name]'s position by building new streams of motivated traffic

We pledge to attack each product / service category you offer, starting with the highest growth potential and create an evergreen strategy that will galvanise your sales. This approach will be vital to reaching your growth goals.

We pride ourselves on becoming an extension of your team and it's literally our goal to assist you in reaching yours.

Spending 100% of Your Resources on Just 3% of Your Market?

It wouldn't be unusual if you are. The large majority of companies spend most of their marketing budget targeting those who're ready to buy.

There are some serious problems with this approach:

  • Mass competition for smallest segment
  • You're ignoring 97% of your potential buyers
  • Astronomically high cost per click / conversion
  • Lower average transaction values
  • Did we mention you're ignoring 97% of your market...

If you're wanting to skip straight to marriage before you've even had a date, you can bet it's going to cost you some serious cash to get past the altar.

When you focus on building relationships by adding systemised, impactful, automated value to the 97% of your market you stand to gain:

  • More leads for significantly less cost
  • Higher conversion rates due to low risk offers
  • Massive levels of trust built over time
  • Bigger deals with better buyers (read: more profit)
  • Stability and control (diversified income streams)

High Ticket Sales Funnels

Move your leads through a system that delivers consistent, excellent value and watch your sales skyrocket.

Perfect Personas

Using key knowledge and data from your current customer and client list, hone in on your ideal target buyers and find out what really makes them tick.

Once you have a crystal clear idea who you're selling to, crafting irresistible offers becomes second nature.

Irresistible Offers

Build trust, crush scepticism and earn the right to nurture relationships in your marketplace by crafting a High Value Content Offer (HVCO) that prospects simply can't ignore.

Immediately follow this with your Power Play Offer (PPO) to convert a segment of your new lead source into instant sales opportunities.

Advertising Channels

Attract perfect prospects to your high value offers with attention grabbing ads that are targeted at people just like your best buyers.

Sell the click by utilising a compelling combination of design and copywriting that will grab your buyer-to-be and won't let them go until they get the answers they need.

Building out multiple advertising channels ensures your sales remain predictable and diversify your risk.

Funnel Pages

Build a series of high conversion sales funnel pages to give your prospects a clear path to doing business with you.

From signing up for High Value Content Offers, to getting massive value from your Power Play right through to booking a sales call with your team or buying a product on-site (with order bumps, up-sells, downsells and more).

A series of web based pages form the stepping stones to move your audience from awareness all the way through to buying.

Marketing Automation

The glue that binds everything together. In isolation each aspect of our digital growth strategy works to an extent, but the thing that really fills your sales pipeline full-to-bursting or affords you a frenzy of high-ticket sales is the marketing automation.

Put another way, it's the fluid, mouldable system that delivers strategic content to consistently add so much value to your leads that the scales of reciprocity are tipped insurmountably in your favour. So much so that the right people can't help but do business with you.

Features & Functionality The Pieces of the Puzzle

Conversion Focused Copywriting:

For any sales focused project, “you” focused, benefit led copywriting is absolutely essential for converting the maximum amount at all stages of the funnel. We will work extensively within your brand guidelines to make sure the copy resonates with your target market and compels them to consistent action.

Email Marketing, CRM & Automation:

After getting people to sign up for any of a number of "High Value Content Offers", regular automated sequences of emails full of compelling and valuable information and offers will be automatically delivered over time. This is an amazing, cost effective way to grow and dominate a market, creating loyal raving fans that will become your sales force. Adding value and creativity to the lives of your target market are paramount in the modern world and this is your chance to be the “go-to” and remain “top of mind” for your clientele.

Build trust and dominate scepticism.

Fully Responsive Landing Page & Funnel Designs:

Your web pages will be designed to work perfectly on any device or platform. Being mobile/tablet friendly means that you provide all users with the best possible experience and as such Google will feature you more favourably in search results.

On-Page SEO:

All pages will be created adhering to industry standard on-page SEO guidelines. This means that your site will be clearly understood by Google, allowing it to serve your information to the correct parties in turn helping you gain the best rankings possible.

Google AdWords, Google Shopping, Facebook & Instagram, LinkedIN Paid Advertising:

We will set up and configure the best channels for your product or service in order to drive the right people into the top of your funnel. Whether Google AdWords, Google Shopping, Facebook, Instagram or LinkedIN Adverts, we launch and monitor initial advertising campaigns for use with an allocated ad spend. After successfully monetising one stream we will move onto the next, then the next, and so on...

Having an advertising budget will be key to your success and should be considered seriously.

Tracking & Analytics:

Your site will be hooked up to any required analytics, advertising and tracking (pixel) services using industry best practice. This allows you to have a real in-depth insight into the performance of your website and will allow you to make tactical decisions as to where your business needs the most improvement in an ongoing basis. It also allows marketing partners to deploy solutions quickly, with more granular control and assures individual accountability.

Ongoing Support & Evaluation

Successful marketing plans and sustainable growth strategies that continue to attract the right type of visitors and lead them down a path towards becoming a customer require consistent attention, effort and creativity to make sure objectives are achieved.

Once your first sales funnel has been launched we will assist you with your content strategy and make incremental improvements to the website and ad campaigns to make sure they continue to improve and deliver a positive return on your investment.

We will also make sure your website is fully maintained and in top working order 24 hours a day, 365 days a year.

Client Case Study SuperFOIL Insulation / Boulder Developments

Initial Goal:

Improve sales from an average of £175,000 per month to over £200,000 per month.


We actually made this happen way faster than usual by making some key paradigm shifts. Within 1 month we'd already worked with SuperFOIL to smash this goal out of the park.

Note: these kind of results are extremely uncommon and should not be expected. It's better to keep a mid-long term view, think of this system like a snowball rolling down a mountain.

2 years later, they're having regular months over half a million and generate over 1200 inbound leads on a monthly basis.

How did we do it:

Initially, we pinpointed key areas for easy improvement which included working on their main offering and marketing it more effectively. The results happened almost instantly.

After this initial success, we re-designed their website which doubled the effectiveness of their advertising spend, increasing conversion rates from just under 5% to just over 10%!

The most important factor is that on top of the instant extra business, SuperFOIL began cultivating long-term end-user relationships through adding automated value over time.

Once these long-term relationships began to come to fruition, the company went from strength to strength. It has had to build a sales team of 5 executives to service opportunities and also has a back office technical team to support requests.

Iterating from strength, SuperFOIL continue to add a minimum of £1,000,000 per year to their bottom line and recently purchased a large facility in Lincoln, UK.

What's Next:

  • Conversion rate optimisation
  • Improve offers
  • Improve automated nurture content
  • Add more advertising streams

With results so far SuperFOIL are already well on their way to becoming an 8 figure company, so the plan is to simply keep adding fuel to the fire!

Experts At Selling Online

"From e-commerce systems integrated with eBay and Amazon to sales funnels and marketing, Orisel have provided us with extremely effective solutions at very reasonable prices." - Boulder Developments

  • Reflect-Recruitment

    Reflect Recruitment

    Reflect Recruitment Group's goal was to gain as many relevant CV submissions and job listings as possible. Reflect Recruitment are amazing at getting people employed, but needed a more effective method of finding employees.

  • Igluu

    Igluu Meal Prep

    Igluu Meal Prep's goal was to sell on eBay and their own site in addition to Amazon. This allows them to make more sales, spread risk and take more control over their sales.


  • Quickbox


    Quickbox's goal was to make it easier to create a box size for any occasion and place orders for as few or many as needed. By offering a custom box calculator, Quickbox aim to fill this gap in the market.

5 Reasons To Work With Us

  1. All project decisions are driven by your goals
  2. Helping you achieve your business objectives is our main focus
  3. We are straightforward, systemised and easy to deal with
  4. We're well equipped to care for your business and site long after it's built
  5. We always aim to form strong relationships with our clients
Join our team


Our IFOTIS guarantee:

  • In Full
  • On Time
  • In Spec

This means your project will be delivered as discussed, within the deadline and will address everything agreed as part of the sales process. 

Our RESULTS guarantee:

If we can't deliver [lead number] to you over a [month range] period, we will provide the next [month range] of services for absolutely free.

Discussion on what constitutes a lead to be agreed in advance.


Digital Growth Plan (7 days @ £500/day) - £3,500 p/m

The following set-up tasks are considered essential to your project:

  • Market Research
  • Competitor Research
  • Platform Onboarding & Calibration
  • Discovery / Strategy Session (usually half day)
  • Creation of 1-3 Perfect Personas
  • CRM / Marketing Automation Setup & Integration
  • Deal Pipeline Setup
  • Initial Creative for High Value Content Offers
  • Initial Ad Campaigns (Google / Facebook / LinkedIN)
  • Tracking & Analytics Setup / Testing
  • Creation of Funnel Pages, Call Booking and/or Payment Systems
  • Initial Content for Nurture Sequence
  • Initial Campaign Launch

At the end of the 3 month initial contract period we will host an in-person review of results and dependant on success will plan the following 12 months of global domination.

As part of your ongoing marketing we will work with you to achieve / improve:

  • Ad-Set Optimisation & Split Testing
  • Multi Channel Conversion Rate Optimisation (CRO)
  • Additional Funnels for More Products & Services
  • Additional Marketing Channels
  • Scheduled Reporting
  • In-Person Check-Ins & Reviews

The above pricing is effective for 30 days.

Payment Terms:

We operate the same payment terms with all clients on all digital growth plans. Each month is paid up-front for a minimum term of 3 months, then going onto a rolling monthly basis (you can cancel at any point, though no refunds will be given).

All prices are +VAT.

Our Agreement:

Now that you've read our proposal and had a look through our reasonable contract (by pressing the button below). Once you're ready to proceed, all you have to do to proceed is to sign the form underneath and we'll send you an invoice to get the project started.

Frequently Asked Questions

Just in case there's anything you're unsure of, we've included some FAQ's here.

What is a High Value Content Offer?

It is something that is highly valuable to your target market that you give away in exchange for the right to contact them with marketing communication.

It could be a guide, an e-book, a case study, a webinar, a course or basically anything that helps your prospect in a meaningful, impactful way.

What is a Power Play Offer?

More often than not, the Power Play Offer is the real aim for your marketing. It's getting people on those sales calls so that you can find out if you're a good fit for each other. It's a preliminary purchase to test the waters. It's essentially some form of transaction that proceeds the main purchase / deal.

It should be branded, structured and marketed in a way that's appealing for your clientele. For example, rather than offering a "free consultancy call" an Accountant might offer a "free financial growth plan" and go through the prospects goals and show them how they can help.

What happens after the funnel is launched?

It's time to let the advertising and automation work it's magic. Over the next weeks we will be closely monitoring your results and making sure we keep "feeding the machine" with fresh content to move your leads through the funnel.

Further to this, we will be testing adverts and design choices to improve on conversion rates across the board.

Will I need to replace my CRM system?

No! it's perfectly fine to keep your current CRM system and often this is the best idea due to the nature of your business.

However, in the large majority of cases we will license an ActiveCampaign account for use exclusively with your marketing efforts. This gives us an easy avenue to build out campaigns without knock on effects to the rest of your business.

How long will it take to appear at the top of Google?

The time it takes for your website to appear on page 1 of Google depends on a number of factors. It depends on the search phrase people are using to find your website and the number of other websites that are also available for those search phrases. Nobody can truly say how long it will take for your website to appear at the top of search engine results pages (including people who actually work for Google), however there are a number of factors that can improve your chances. Building your website on WordPress is a good start as WordPress has some great Search Engine Optimisation fundamentals built-in. Creating unique and interesting content on a regular basis for your website is also critical to increase your visibility amongst search engines. Launching your website and then forgetting about it is a surefire way to get lost amongst the noise.

We are happy to talk to more about your search engine strategy if we haven’t already.

How will I know if anyone is visiting my website?

We will install Google analytics software on your new website and show you how to log into your Google analytics account where you can see a wide range of statistics about your website including number of visits, page views and the amount of time people are spending on your website.

Once you subscribe to one of our website care plans you will also receive more detailed analysis about your website performance and recommendations on how to improve.

Why do you use WordPress?

WordPress is open source content management software and currently powers around 25% of all websites on the Internet. The project is contributed to by tens of thousands of developers all over the world and is growing from strength to strength. WordPress allows us to develop flexible and customisable websites to modern standards and observes web development best practices. Furthermore the community of web developers that use WordPress reaches far and wide and allows us to tap in to this collective intelligence and bring that wealth of experience to your project.

What happens if I want to add some features to the website while you’re building it?

Whilst we like to be flexible and responsive to your needs, we also like to deliver what we promise within the time frames and budgets we have allowed. If you ask us to add new features to your website while we are building it, we will most likely ask why? If we all agree that your new request will help us achieve our objectives then we will be more than happy to oblige. If your new feature is something you would like to add to your website but is not directly tied to your original objectives then we will suggest to schedule it for a second iteration of the website once it has been launched. This will require a new proposal.

Who do I call if something goes wrong with the website or I can’t figure something out?

Us. We're here to help you keep everything running smoothly.

We will also provide training and video tutorials to assist you as required.