Client Background and Challenges
Lakeshore Talent is a women-owned staffing and recruiting firm serving clients nationwide, with strong roots in Denver and Chicago. Their services include contract staffing, direct hire, and Employer of Record (EOR).
Historically, the company relied on referrals and repeat business to fuel growth. While effective, this approach limited scalability. When Lakeshore decided to make a strategic push into EOR, rebranding their long-standing “payrolling” service, they recognized the need for a more proactive, data-driven marketing approach.
Internally, marketing responsibilities had fallen to leadership without specialized expertise. As Co-Owner Natalie Van Roekel shared, “I can do a paid campaign… but I’m not an expert on how to strategically do that so we get the most bang for our buck.”
Their goal was clear: generate 3–5 new EOR clients within a year while rebuilding contract staffing volume and increasing overall employer engagement.
The Solution
Haley Marketing developed a multi-channel strategy to build visibility, improve engagement, and convert traffic into real business opportunities.
SEO & Website Optimization
The team laid a strong organic foundation by:
- Building and optimizing new service pages focused on EOR and key industries
- Enhancing site structure to guide users toward employer-focused content
- Strengthening internal linking among blogs and service pages
- Improving visibility for high-intent keywords and employer search queries
These updates ensured Lakeshore could be discovered by companies actively searching for EOR and staffing solutions.
PPC & Landing Page Strategy
To accelerate results, Haley launched targeted paid campaigns:
- Developed a dedicated EOR landing page for conversions
- Ran retargeting campaigns to re-engage site visitors
- Shifted in Q2 toward high-intent search campaigns focused on EOR keywords
- Optimized landing pages to drive users deeper into the website for stronger engagement
This approach balanced immediate lead generation with long-term brand visibility.
Advanced Tracking & Buyer Insight
A key differentiator in this campaign was the implementation of IP tracking:
- Identified which companies were visiting the website
- Tracked repeat visits and multi-page engagement
- Measured movement from PPC landing pages into deeper site content
This allowed Lakeshore to move beyond anonymous traffic and gain visibility into real buying behavior—understanding not just clicks, but intent.
Messaging & Positioning
Our strategy team refined Lakeshore’s messaging to highlight key differentiators:
- Women-owned business status
- Strong team tenure and consistency
- Candidate-first approach that improves client outcomes
- Speed, quality, and reliability in placements
This positioning played a direct role in attracting the right audience—including companies specifically searching for diverse partners.
The Results
Within just a few months, Lakeshore Talent saw measurable improvements across every key performance indicator:
Website & SEO Growth
- Website views increased 43%
- Total sessions grew 47%
- Key engagement metrics rose 67%
- New pages saw gains between 70% and 185%
- Job search activity increased 25%
- “Request Talent” conversions improved 12%
- Contact page traffic climbed 38%
PPC Performance
- Retargeting campaigns performed 30% better than the previous quarter
- Impressions increased 31%
- Website activity from PPC rose over 100%
Business Impact
Most importantly, these marketing gains translated into real business outcomes:
- Inbound form submissions from new prospects
- Search-driven discovery by new companies
- A prospect specifically seeking a women-owned firm found Lakeshore
- One new client contract signed, with an active job order underway
As Natalie shared, “We had somebody share that they were finding us just from searches… With one of them, we signed a contract with and have a job order going with right now.”