Revenue · Service design · Digital setup
Restructuring a fragmented service offering to double annual revenue
A business with a strong product, a confused digital presence, and a CRM that was losing customer data every day. The problem was not the product. It was how everything around it was set up.
2×
Annual revenue
20%
Rise in user activation
2 months
From audit to live
The situation
Joe Bradford is an entrepreneur and widely respected American scholar of Islamic finance. He had spent years building a reputation, a body of work, and an audience — but his digital presence was not converting that reputation into revenue.
Visitors landed on his website and could not work out what to buy or why. His services were not structured as products. His customer data was siloed in third-party tools he did not fully control. The website had technical bugs and no clear conversion pathway from interest to purchase.
The audit
Website
Navigation challenges, no clear conversion pathways, and several technical bugs that were degrading user experience. Visitors who arrived with genuine intent had no obvious next step.
Service offering
Services were not structured as a funnel. There was no entry-level offering to build trust, no logical escalation path, and no way for a first-time visitor to understand what to engage with first.
CRM
Significant customer data was being lost. Bookings and contact forms were handled by separate third-party tools that did not communicate with each other, with no centralised customer database.
The underlying issue
None of these were isolated problems. They were symptoms of a business that had grown organically without ever stopping to design how it worked from the customer’s perspective.
What I recommended
After presenting the findings, I gave the client a choice: optimise what existed, or start fresh. My recommendation was to start fresh. The existing structure was too entangled to patch effectively, and the client had a clear goal of reaching a younger demographic — which warranted a deliberate repositioning, not a minor update.
The core recommendation was to restructure the entire service offering as a three-tier funnel:
- Free newsletter — a weekly publication to build the audience and keep the business front of mind for people not yet ready to pay.
- Paid consultation calls — an accessible, time-based entry point for personalised advice. Low barrier to start, high value delivered.
- Premium self-paced courses — for customers ready for deeper, more structured engagement. Higher price point, higher perceived value.
Each tier was designed to feed the next. The newsletter builds trust. The consultation call creates a personal relationship and introduces the courses. The courses deliver depth and justify the premium.
What the client said
We were losing significant customer data and could not leverage our substantial customer database to run campaigns because our data was kept by third-party software providers. After working with the team, our core metrics improved across the board without an increase in ad spend or additional campaigns, and now we retain all of our customer data.
— Joe BradfordThe results
2×
Annual revenue generated
20%
Rise in user activation
100%
Customer data now owned and centralised
Two months from audit to live. The business doubled its annual revenue without increasing ad spend or launching any new campaigns. The foundation — a clear service structure, a working funnel, and a CRM that retained customer data — meant that every existing channel worked harder than it had before.