Traffic
Budget decisions improved once source quality was more visible.
Website Squirrel • acquisition analytics
Cut lead CAC by 60%+ by shifting the team from lead volume to lead quality.
Website Squirrel had enough demand, but not enough clarity on which leads were most likely to turn into profitable work. The key move was cleaner segmentation, better scoring, and reporting that helped the team route follow-up and spend more intelligently.
Short version: better lead quality logic made budget and follow-up decisions more useful.
Customer Lifecycle
Where the growth leverage sat.
This was an acquisition-efficiency story. The biggest gains came from improving demand capture, lead triage, and the handoff into sales follow-up instead of treating every lead as equally valuable.
Lead Quality
Scoring helped separate strong inquiries from noisy volume.
Routing
Follow-up became more aligned with likely value.
Delivery
The page focused upstream of fulfillment rather than job execution.
Recontact
Secondary benefit, not the main source of the gain.
Advocacy
Not the main KPI for this story.
STAR Method
The case, kept short.
Situation
The team was measuring lead volume more clearly than lead value.
High-intent and low-intent prospects were getting treated too similarly, which made spend efficiency harder to improve.
Task
Make lead quality visible enough to guide spend and follow-up.
The goal was to help the team know which segments to prioritize instead of simply counting more form fills.
Action
Segmented by intent, simplified the reporting, and tightened the routing logic.
I helped reorganize the reporting around source quality, scoring, and practical follow-up priorities so the team could make better acquisition decisions week to week.
Result
CAC improved, reporting got lighter, and profit moved in the right direction.
The work contributed to a 60%+ reduction in lead CAC, roughly 15 hours per week saved, and 15% year-over-year profit growth.
Growth Levers Used
The practical moves behind the result.
Lead scoring
- Shifted the conversation from quantity to quality.
- Made source and segment differences easier to act on.
Channel visibility
- Cleaner CAC reporting by source and segment.
- Better budget decisions instead of blanket spend moves.
Sales handoff
- Sharper routing for follow-up and prioritization.
- Less wasted effort on weaker inquiries.
All Raw Data Remains Proprietary