The Challenge
 

This East Midlands independent funeral director was trapped in a high-cost, low-transparency relationship with a generalist digital marketing agency. Spending >£1,520 per month in fees alone, they had no clear picture of their ROI. Their digital presence was anchored to a dated website that was actively hindering their SEO growth and making their paid ads more expensive due to poor user experience.

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Our Strategic Approach

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As their fractional marketing team, we didn't just add to their workload—we took it off their plate. We acted as the strategic bridge between the business owners and the technical execution.

• The Financial Cleanse: We immediately audited their third-party spend. By identifying that Yell.com was delivering high-cost, low-volume enquiries, we switched it off, saving the client £10,000 instantly.

• Smart Reinvestment: We didn't just bank the savings; we put them to work. We reallocated those funds into Google PPC, where the intent to purchase is highest. Later, we identified similar inefficiencies with Bing and moved a further £2,000 into the high-performing Google channels.

• Modernising the Storefront: Our next job was to replace their dated, restrictive website with a modern, high-conversion platform. This wasn't just for looks—it provided the technical foundation needed for our SEO and PPC teams to actually rank and convert visitors.

• Expert Liaison: We now lead monthly meetings with the digital agency. By combining our funeral sector expertise with their channel-specific technical skills, we ensure every pound is optimised, while the client is freed up to focus on supporting their families.
   

The Summary

• Challenge: Opaque agency fees and £15k+ annual spend on underperforming platforms like Yell and Bing.

• Solution: Avens Marketing as the fractional marketing team (1 day per week), full marketing audit, immediate cessation of wasteful spend, and a new high-performance website to anchor SEO/PPC activity.

• Results: £12,000 in annual savings successfully reinvested into high-intent Google Ads, with all agency management handled by Avens Marketing to save the client time.

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Why This Matters for You

"Many independent funeral directors are 'over-indexed' on legacy platforms like Yell because it’s what they’ve always done. We provide the data and the courage to switch those off and move your budget to where modern families are actually searching."