A new route to retainer clients beyond referrals

Specialist expertise needed a route to new buyers

Unmute Expert provides POSH and POCSO compliance, training and advisory services. When Rattle began working with the business in August 2025, opportunities came mainly from a small number of referrals. There was no established digital lead generation channel.

The task extended beyond launching a website. Potential buyers needed to understand Unmute’s services, feel confident in its approach and find a clear way to discuss their requirements. The commercial objective was to build an additional source of paying customers.

A website designed to evolve with the business

Rattle built the website from scratch using WordPress and Astra. The choice provided a flexible, manageable foundation for a professional services business with several distinct offerings.

The website needed to establish credibility, explain complex services and support enquiries from people arriving through paid search. WordPress made it possible to revise service content and page experiences as buyer research and campaign performance revealed gaps.

That flexibility mattered later: improvements could be made to the existing website as the acquisition journey developed.

Clear, credible communication for a sensitive subject

Unmute’s work concerns safety, dignity and organisational responsibility. Its communication needed to feel human and supportive while giving decision-makers confidence in the expertise behind the services.

In August 2025, Rattle developed a brand voice and tone framework around awareness, action and support. Empathy, empowerment, credibility and inclusivity guided website copy, calls to action and audience-specific messaging.

The framework encouraged survivor-affirming, trauma-informed language. It avoided sensationalism, blame or pressure, and preserved dignity while explaining practical next steps for organisations.

Different decision-makers needed different reasons to engage

A broad service description would not answer every buyer’s concerns. Rattle developed personas to inform the website structure, service positioning and advertising.

Service pages built around the buyer’s immediate need

Rattle organised the content around POSH consultancy, policy development and review, Internal Committee support, employee awareness, training, compliance audits, annual reporting, documentation and specialist programmes.

An organisation looking for an external Internal Committee member needed a relevant entry point. A buyer evaluating employee training needed to understand the programme’s audience and purpose. Clear service paths helped visitors find information suited to their situation.

The content also addressed the questions and concerns that influence a buying decision, so visitors could evaluate Unmute as a provider with greater confidence.

Early campaign results exposed gaps in the journey

The initial Google Ads activity did not deliver the expected conversions. Rattle reviewed competitor positioning, service clarity and the information people encountered after clicking an ad.

That research informed website content changes. The aim was to bring search intent, advertising and destination pages into closer alignment: someone searching for a particular service should arrive at information that answers that need.

Campaign research covered commercially relevant searches for POSH consultants, compliance support, external IC members, investigations, audits, annual reporting and policy services. Location-specific opportunities across major Indian cities were evaluated during planning.

Ad copy, descriptions, sitelinks and callouts provided clearer paths to relevant services while retaining Unmute’s empathetic, professional voice.

Enquiries were a milestone; paying customers were the objective

Following the research and content improvements, digital enquiries slowly began to arrive. The early leads, however, did not become paying customers.

Rattle continued refining the relationship between campaign relevance, website messaging and the customer experience. The focus moved from generating initial interest to addressing the gap between an enquiry and a commercial outcome.

In December 2025, approximately four months after the engagement began, Unmute secured its first sale through the digital channel. The available evidence does not isolate a single change as the cause of that sale; it followed a period of research, content revisions and ongoing optimisation.

Company enquiries and a route to recurring business

The engagement continued beyond the first sale. By September 2026, Unmute had six active retainer customers acquired through Rattle’s digital campaigns. The owner also reported 59 total leads and ₹1,70,000 in advertising spend, equivalent to approximately ₹2,881 per lead from ad spend alone.

Lead quality mattered alongside volume. The business owner described these as high-quality enquiries from genuine companies using business email IDs rather than personal email IDs. The channel was reaching organisations with a potential need for Unmute’s services.

The current reported setup generates approximately 6–10 leads per month with a Google Ads budget of ₹900 per weekday. That monthly range and weekday budget describe the current setup; the 59 leads and ₹1,70,000 are reported totals.

The business had progressed from occasional referrals and no established digital lead channel to acquiring ongoing customer relationships through digital marketing. Website development, brand voice, buyer research, service architecture, competitor analysis and advertising contributed to that wider programme.

These are owner-reported cumulative totals, with September 2026 as the reporting reference. A full campaign date range has not been supplied. The ₹2,881 calculation excludes Rattle’s service fees and any other costs; it is not the total cost of acquiring a customer. Six active retainers is a cumulative active client count, not six new clients each month or a verified conversion rate from those 59 leads. Revenue and return on ad spend are not reported.

The lesson for a specialist service business

Buyers need to recognise their requirement, understand the service and feel confident taking the next step. A website and an ad campaign work together when those decisions shape the journey.

Unmute’s experience also shows the value of reviewing what happens after enquiries arrive. The first campaigns needed improvement, the first leads did not convert, and the programme continued adapting until it contributed paying customers and recurring relationships.