As Interim CMO: content strategy, interactive calculator as lead magnet.
An established fitness and nutrition e-commerce with a strong product portfolio and a functioning CRM. What was missing: organic visibility was declining. Rankings were lost, SEO traffic collapsed — while paid ads became increasingly expensive. The CRM delivered good results, but fresh leads were drying up. No content ranking on Google and bringing new users to the site. No system converting visitors into qualified contacts.
The brief was clearly defined:
Stop the declining rankings and build new organic visibility through targeted content.
Develop an interactive tool that gives users a real reason to visit the site — not just to buy.
Convert visitors via the tool into qualified leads and collect email addresses.
Supply the existing CRM with fresh, qualified contacts and use it for personalised communication.
Lead directly from the tool result to matching product recommendations — no dead end after the calculation.
The strategy must scale across many pages and deliver clearly measurable KPIs.
As Interim CMO, I developed a complete content marketing strategy — from keyword research through content architecture to implementation. At the centre was an interactive calculator as a lead magnet: a tool that offers users real added value, keeps them on the site and provides the perfect entry point for lead generation.
In parallel, a comprehensive SEO content hub was built — each page targeting a specific keyword, with internal linking that strengthens the entire site structure. The calculator collected leads that flowed automatically into the CRM. Based on the inputs, users received personalised product recommendations — the direct path from content to shopping cart.
Done for you
We analyse your needs, research search volume, develop the content strategy and implement everything — including interactive tools, CRM integration and ongoing optimisation.