Case Study: Scaling The Good From Sub-$1M to Over $2M in Revenue

Who this story is for

If you’re a founder-led UX / dev / technical agency that keeps getting “good” opportunities but not consistently great-fit ones, and you feel like every proposal is a custom one-off, this is your blueprint.

This is how we went from “we do a lot of things for a lot of industries” to “we’re the go-to team for this urgent, expensive problem in this specific market,” and then turned that focus into scalable pipeline, better-fit clients, and higher revenue. 153% more qualified lead volume. 55% YoY revenue growth. From under $1M to past $2M.

The Client

The Good is a UX and conversion optimization agency that initially served multiple industries. When we began working together, they were under $1M in annual revenue and looking to scale their business. Over the course of our engagement, I helped them grow beyond the $2M mark.

The Challenge

When we first engaged with each other, The Good relied on a content marketing and SEO-focused strategy, but it was trying to serve three different market segments. This broad approach diluted its messaging and made it difficult to convert leads into clients. The key challenge was to clarify its market positioning and create a scalable growth strategy.

The Approach

I began by working with them to reposition the agency. Through a deep dive into their client history and analyzing which clients brought the most value, we identified ecommerce as their best-fit market segment. Speaking to a single, clear audience is key to driving conversions, so we refocused The Good’s messaging and services around the needs of e-commerce brands.

With their repositioning in place, we then worked together to establish partnerships with complementary agencies that also served the ecommerce market. These partnerships opened new channels for collaboration and lead generation.

After that, we further helped productize The Good’s services to make them easier for clients to understand and buy into. By packaging services into clear, repeatable deliverables, including an accessible initial offer, we made it simpler for prospects to see value and commit to longer-term retainers.

Finally, I helped The Good go to market with a focused point of view, using various marketing strategies tailored to ecommerce businesses. This approach positioned them as experts in their niche and amplified their reach.

The Results

The impact of this work was significant:

• 153% increase in lead volume: With clearer positioning and targeted outreach, The Good saw a major increase in the number of qualified leads entering their pipeline.

• 55% year-over-year revenue growth: By focusing on e-commerce and refining their service offerings, The Good experienced impressive growth in revenue, surpassing $2M in annual revenue.

• 16:1 ROI: For every $1 spent on the program, The Good generated $16 in revenue, thanks to their ability to consistently bring in multiple new retainer clients each month, with retainers lasting at least six months (but often longer).

What This Means If You Run a Dev / Technical Agency

• You do not need “more marketing.”
  You need to be known for solving one painful, high-stakes problem for one buyer type.

• You do not need to build 10 offers.
  You need one front-door offer that feels safe to buy.

• You do not need to spam outbound.
  You need partners who see you as the obvious specialist for that problem.

This is literally what we build in the “Why Us” Sprint, then enforce through Advisory / Fractional so it actually ships.

Key Takeaways

This case highlights the power of market focus and clear positioning. By narrowing their target audience to e-commerce and aligning all of their strategies toward this segment, The Good was able to achieve impressive growth. Other agencies can learn from this approach by identifying their best-fit clients, streamlining their services, and creating mutually beneficial partnerships within their niche.

Ready to get out of “referral roulette”?