A 900% surge in qualified leads started with one fundamental shift in website strategy. ESOP Partners’ Eric Strebe joins Frank Isca and reveals how they turned high traffic into high-value conversions. If your website has strong traffic but lagging conversions, this episode is your strategic blueprint for driving lead generation.

Episode Highlights:

• Considerations for complex services and lengthy buyer journeys (00:05:20)
• Breaking the “expertise showcase” paradigm: Why high-authority content alone doesn’t convert (00:05:51)
• Strategic pivot: Architecting user journeys for multiple B2B personas (00:11:20)
• Conversion psychology: How reframing a consultation offer transformed lead quality (00:20:07)
• ROI validation: Sustaining a 55% increase in qualified consultations (00:24:34)

For B2B marketing and sales leaders, especially those in complex industries, this episode delivers clarity on transforming educational website content to build a lead generation engine. Eric shares how ESOP Partners’ website evolved from a decade-strong thought leadership platform to a lead conversion system that guides multiple stakeholder personas—from business owners to financial advisors—through their unique buyer journeys.

Resources:

Website strategy case study: https://www.weidert.com/website-seo-case-study

Learn about the transformative potential of employee ownership through an employee stock ownership plan (ESOP) at https://www.esoppartners.com/

Connect with us:

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

Connect with our host and guest:

Frank Isca: https://www.linkedin.com/in/frankisca/

Eric Strebe: https://www.linkedin.com/in/eric-strebe/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.