01/06/2025 - 01/02/2026
Trailbook
A specialist lead generation agency building qualified appointment systems for Australian mortgage brokers.
Landing Pages
Sales Copywriting
Services
Landing page and funnel rebuild
Category
B2B Lead Generation
Client
Trailbook
Brief
Trailbook is an Australian agency that specialises in generating qualified appointments for mortgage brokers through paid Meta advertising. By the time I was brought in, the business had proven its model, a working ad strategy, real client results, and strong positioning in a competitive space.
The bottleneck wasn't acquisition. The agency was generating attention and clicks, but those clicks weren't converting into the kind of sales conversations the business needed to scale.
The Challenge
Shahni came to me believing the problem was the ads. Engagement was solid, costs were reasonable, but bookings had plateaued at around ten per month. Every fix she had tried had been upstream, more variants, new targeting, fresh creative, and nothing was moving the number.
The real problem turned out to be downstream. The ads were working. The landing page and the post-booking experience weren't doing the job of converting that interest into a confident, qualified sales conversation.
The Strategy
I started by reading the data before changing anything, then rebuilt the entire funnel from ad click to sales call.
The approach focused on:
Analysing ad metrics to understand what borrowers were actually responding to
Researching the broker market to align Trailbook's offer with real client pain
Rebuilding the landing page as a case study funnel that led with proof
Adding a conditional qualification form that routed leads down two paths
Sending unqualified leads to a free education page that still produced opportunity
Building a triage thank you page with a pre-call VSL that handled common objections
The Results
Across a ten month engagement, the funnel rebuild produced consistent, measurable lift across the business:
Monthly bookings grew from 10 to 45 on average, a 4.5x increase
25% of all booked calls converted to closed sales
60% of bookings came through the qualified fast track to the call
Show rates improved measurably through the triage thank you page and VSL
Conclusion
Most agencies would have rebuilt the ads. The faster, smarter move was to look at what was actually broken, which turned out to be everything that happened after someone clicked. A 4.5x lift in bookings followed, with no change to ad spend.
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