How Overt Digital Media differentiated their agency and generated significant revenue with website audits
UK digital marketing agency, Overt Digital Media, overcame lead generation challenges and market competition by implementing Insites website audits as their primary lead magnet. The solution not only streamlined their sales process but also generated revenue far exceeding the cost of the tool while building credibility with prospects across Dorset and Hampshire.
The challenge Overt faced
Despite maintaining a strong conversion rate at the proposal stage and serving around 70 small business customers across Dorset and Hampshire, Overt Digital Media encountered significant obstacles that were limiting their growth potential.
As a boutique agency specialising in website design, Local SEO, and Google Ads, the owner found himself stretched across multiple responsibilities. Lead generation became a constant challenge due to time constraints, with the business owner serving as the sole sales resource while also managing other critical business operations.
"The web design and SEO market is very crowded and differentiating ourselves from other agencies can be difficult," explained Jon, the owner. The agency needed to add substantial value to avoid competing purely on price in an increasingly competitive marketplace.
Their existing lead magnets weren't providing the credibility or differentiation needed to stand out among competitors, making it difficult to capture the attention of prospects who were being approached by numerous agencies offering similar services.
"We have to add value, otherwise we end up in a race to the bottom."
Jon Richardson, Founder & Owner
After using complicated SEO tools, Insites became their alternative solution for selling digital
Overt Digital Media integrated Insites into their sales and marketing process as their comprehensive website audit solution. After being introduced to the platform by a supplier, they found it significantly more accessible than their previous SEO reporting tools from SE Ranking. The implementation addressed their core challenges by:
- Creating a powerful lead magnet that provides immediate value to prospects while demonstrating expertise.
- Simplifying complex audits into easily understandable reports that differentiate the agency from competitors.
- Streamlining the qualification process with detailed reporting on when audits are opened and reviewed.
- Accelerating sales conversations by providing concrete, actionable insights that move prospects through the funnel faster.
The outcome after using Insites SEO audits
The transformation has enabled Overt Digital Media to not only solve their lead generation challenges but also create a sustainable competitive advantage in their crowded market.
Revenue growth - The agency has realised significant revenue far in excess of the tool's cost, including both one-off build fees and recurring revenue contracts.
Lead generation success - Insites generates multiple qualified leads each month, reducing the pressure on cold outreach activities.
Improved sales velocity - The audits allow the team to move faster through the sales process with each prospect, maximising the owner's limited time.
About Overt Digital Media
Overt Digital Media is a UK-based digital marketing agency specialising in website design, Local SEO, and Google Ads for small businesses with up to 50 employees. Based in Christchurch and serving clients primarily across Dorset and Hampshire, they take a client-centric approach to delivering measurable results through data-driven strategies.

Known for their high conversion rates and commitment to staying ahead of digital marketing trends, Overt combines modern website design with strategic SEO and social media to create powerful lead-generation tools for their clients. The agency prides itself on delivering value-focused solutions that help small and medium-sized businesses grow their online presence and achieve tangible business growth.
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