Full Funnel Strategy for Managed Moves
Client: Managed Moves
The Challenge
While their reputation was strong through personal interactions and referrals, their online funnel was fragmented — with inconsistent branding across channels, no call tracking system, and limited lead attribution. They needed an integrated system to connect every stage of the customer journey, from first search to final move coordination.
As a senior-focused business, they also needed to present their brand with empathy, clarity, and trustworthiness — qualities that are absolutely essential when families choose partners to help their loved ones through major life transitions like downsizing, relocation, and estate coordination.
Our Approach
Google Ads Campaigns & Demand Generation
Built hyper-local Google Ads campaigns focused on high-intent search terms like 'senior move management', 'downsizing help for seniors', and 'estate coordination services' across their target regional markets. Structured campaigns to capture both immediate need and early research-phase traffic.
Call Tracking & Attribution Clarity
Implemented dynamic call-tracking technology and comprehensive form attribution systems to provide complete insight into exactly where every qualified inquiry originated. This allowed for data-driven budget optimization and clear ROI measurement across all marketing channels.
Dedicated Landing Pages
Designed service-specific landing pages optimized for lead capture with concise, benefit-driven messaging, clear CTAs, and streamlined forms positioned above the fold. Each page was tailored to match the intent of specific ad campaigns and search queries.
Website Design & AI Optimization
Rebuilt their entire website from the ground up using AI-assisted UX guidance, comprehensive SEO best practices, and authentic storytelling elements. Showcased their team with custom photography and highlighted their compassionate client-care approach to build trust with families making emotional decisions.
SEO & Local Visibility
Optimized for key local service areas with geographic targeting, added comprehensive schema markup for local business categories, improved internal linking structure, and refined meta descriptions and title tags across all pages to capture relevant local search traffic.
AI Chat Assistant Integration
Integrated an intelligent on-site chat assistant to answer common questions, provide instant service information, and facilitate consultation bookings 24/7. This improved conversion rates and visitor retention, particularly during evening and weekend hours when families typically research senior services.
Continuous Optimization & Expansion Support
Built scalable tracking infrastructure and content management systems designed to support visibility expansion as Managed Moves grew into new geographic regions, ensuring the marketing foundation could scale with business growth.
The Results
Key Performance Metrics
The integrated full-funnel approach delivered measurable success across all key performance indicators:
- The new website cut bounce rates by 30%, keeping visitors engaged longer and driving significantly more form submissions and phone call conversions.
- Managed Moves now ranks in positions 1–3 for all primary service keywords including 'senior move management', 'downsizing help', and 'estate clean-out' across their entire geographic footprint.
- Google Business Profile performance nearly doubled incoming calls within six to nine months post-launch, providing a consistent stream of qualified local inquiries.
- Clear attribution from call tracking and form analytics enabled strategic refinement of ad spend allocation, maximizing ROI and eliminating waste on low-performing channels.
- Mobile conversion rates increased by 95%, reflecting the mobile-first design that met families where they conducted their research.
- Average cost per qualified lead decreased by 40% as SEO began supplementing paid advertising with organic traffic.
- AI chat assistant handled 200+ conversations per month, answering questions instantly and booking consultations without human intervention, improving response time and customer experience.
- The cohesive full-funnel system built by Greatness Digital became the foundation of Managed Moves' ongoing growth strategy, supporting expansion into new markets.
Why It Worked for a Senior-Focused Business
Greatness Digital's deep expertise in senior-services marketing allowed us to craft a digital presence that genuinely resonates with adult children and families researching relocation options for aging parents. We combined empathy-driven storytelling with precision marketing tactics to capture and convert leads at every stage of the decision funnel — from initial awareness through final booking.
By unifying paid advertising, SEO, AI chat technology, and comprehensive analytics into a single integrated framework, Managed Moves gained predictable lead flow, long-term brand authority, and the operational visibility needed to scale efficiently — all while maintaining the compassionate, trustworthy tone their audience expects and deserves during difficult family transitions.
"Working with Greatness Digital was a turning point for our business. They built a system that connects everything — our ads, our calls, our website — and it's made a huge difference. We're seeing more qualified leads than ever before, and our online presence finally reflects who we are."
Krista Giudici
Co-Owner, Managed Moves
