At HopeWay, we offer a compassionate hand, a listening ear, and a Christian counseling approach that honors your unique journey and beliefs. Whether you’re facing anxiety, depression, trauma, navigating difficult relationships, or simply seeking deeper self-understanding, we pledge to walk alongside you with empathy and support.
The Marketing Challenge
When Hopeway contacted Beacon Media + Marketing in the early Summer of 2024, their online presence needed some work. Though they were not new to serving the faith community in Maryland, they were still relatively unknown among their ideal clients.
For starters, Hopeway’s old website needed to be updated on multiple fronts. It needed to be made mobile-friendly and optimized for SEO, so they could attract and convert new therapy clients. Luckily, their niche of Christian Counseling was in high demand in their service areas. So Beacon had the challenge of positioning their website as the solution for these clients.
When it comes to Hopeway’s philosophy, they see that there is a general divide between mental health and the church in our culture. And they want to close the gap by offering Christian Counseling and mental health care.
Further, Hopeway sought to drive brand awareness and community engagement through social media. However, some of their ads were underperforming. Hopeway wanted to improve their ads so they performed better and lowered the cost to acquire a customer (CAC)? This became a major focus for Beacon’s paid ads specialists.
Lastly, there was a challenge around recruiting new therapists for their team. As demand for services was channeled through their business, it became paramount to attract licensed therapists to help serve their community. To help, Beacon created, ran, and optimized Hopeway’s recruiting ads.
How We Got Results
Beacon Media + Marketing took a comprehensive approach to improving Hopeway’s online marketing. It involved enhancing the website user experience (UX), updating paid ads, and strengthening social media marketing. Though Hopeway had a relatively low budget, the results were nothing short of inspiring.
Goal 1: Enhance UX on the website and drive engagement activity + conversions
Using heatmaps and UX best practices, Beacon was able to update the design and flow of Hopeway’s website. The design became more intuitive for website visitors, more visually appealing, and began to lead visitors to take the desired action. That meant a 340% increase in conversions from website traffic before partnering with Beacon Media + Marketing, an improvement that will pay dividends for the life of Hopeway’s counseling practice.
Goal 2: Update and target paid ads with new branding to reach the target market
Building on the website UX and SEO success above, Beacon Media + Marketing helped Hopeway revamp their paid ads. The previous ads were beginning to see fewer returns over time, and it was past time for an update. With help from our paid ads specialist Emily, Hopeways’ ads saw an 166% decrease in cost per lead (CPL). Now they pay $30.66 per lead, which is close to the industry’s best. Across years, this decrease in lead cost will save them tens of thousands of dollars over the life of their practice.
“This client has very niche services – partial hospitalization and intensive programs for teens in specific areas of Ohio. With a budget of only $400/month per location, we needed to make every click count. By carefully selecting keywords, negative keywords, and locations, we’ve provided qualified leads to the client without overspending the budget.” – Emily, paid ads specialist at Beacon Media + Marketing
Goal 3: Increase brand awareness and drive engagement on social channels
Taking over Hopeways’ social media posting, Beacon was able to increase post engagement by 267% in July 2024. Beacon’s team used social media best practices like posting at the same times every day, posting multiple times per day, using stories and other app features, and engaging with the audience in comments and DMs. Growing Hopeway’s social media following and engagement is helping convert new clients now, and setting up for further success going forward.
Beacon has been a great partner for our new mental health practice. Marnie , Lynn , Jeremiah and the entire team have been extremely creative with content , agile in making changes that improve market effectiveness and very responsive to our questions and ideas. They truly know their “stuff” Thanks
Wayne Tapscott, PartnerHopeWay Mental Healthcare and Christian Counseling
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