Website rebuild, paid acquisition strategy, tracking infrastructure, and a validation campaign to take the Dom Thurbon speaking brand from 50 to 100 paid engagements per year across Australia and New Zealand.
Dom Thurbon is an established keynote speaker and behaviour change expert with a strong track record - enterprise clients including Apple, Microsoft, Bank of America, and EY; a near-perfect close rate; and a keynote fee of $12,500. The product is proven. The bottleneck is purely lead generation.
Currently, no marketing is being done. The existing website (Squarespace, self-built) has no conversion tracking, no enquiry forms, no booking mechanism, and routes all contact through the agent's email address. There is no visibility into what drives bookings.
With a new book (To Be Honest) launching April 9th and a topic that sits directly on the zeitgeist - truth and misinformation in the age of AI - this is the right time to build the infrastructure and start driving scale.
The core problem: Dom's close rate is extraordinary, but the top of the funnel is empty. Every incremental lead that reaches a conversation is worth $12,500. The entire engagement is about filling that funnel.
A one-time fixed-fee engagement to rebuild the website, install tracking, set up ad accounts, develop creative, and run a validation campaign across key channels.
Migrate domthurbon.com from Squarespace to a fast, modern Astro site built for conversion and SEO.
Purpose-built pages targeting specific search intent and audience segments.
Full measurement infrastructure so every click is attributable and every dollar accountable.
Build, structure, and populate campaigns across the channels most likely to convert.
Technical and on-page SEO to capture high-intent organic traffic and surface in AI search.
One month of managed paid campaigns to validate channels and establish baseline performance. Specific deliverables per channel:
Month-to-month engagement. No lock-in. Based on validated performance from Phase 1, we manage and optimise paid acquisition, landing pages, SEO, and reporting.
One-time fixed fee
| Deliverable | Status |
|---|---|
| Website rebuild (Astro) - domthurbon.com | Included |
| Book page (absorbs tobehonestbook.com) | Included |
| 8+ city landing pages (template-driven) | Included |
| Topic & last-minute speaker pages | Included |
| Full tracking setup (GA4, Meta, TikTok, LinkedIn, Google Ads) | Included |
| HubSpot CRM integration | Included |
| SEO foundation (technical + on-page + schema) | Included |
| Ad account setup (Google, Meta, TikTok, LinkedIn) | Included |
| Initial creative development (static image ads + ad copy) | Included |
| Validation campaign (~1 month managed ads) | Included |
| DNS migration & deployment | Included |
Month-to-month, no lock-in
| Deliverable | Status |
|---|---|
| Paid campaign management (Google, Meta, TikTok, LinkedIn) | Included |
| Ad creative refresh and testing | Included |
| Landing page optimisation & CRO | Included |
| SEO maintenance & content guidance | Included |
| Link building strategy | Included |
| Performance reporting (weekly/monthly) | Included |
| Strategy calls and vendor coordination | Included |
Paid directly to platforms - not managed by us
Ad spend is paid directly to Google, Meta, TikTok, and LinkedIn. We don't take a percentage of spend and never will - our incentives stay aligned with yours. The recommended starting budget gives enough signal to validate channels and optimise. We'll advise on reallocation based on what performs.
At a $12,500 keynote fee and a near-perfect close rate, the economics here are clear. The entire engagement - setup, retainer, and ad spend - is recoverable from a single additional booking per month.
The goal is 30-50 additional bookings per year (from ~50 to 80-100). At $12,500 per keynote, that represents $375,000 to $625,000 in incremental annual revenue. With a close rate approaching 100% once in conversation, the challenge is straightforward: get more of the right people into that conversation.
Everything built and running before the April 9th book launch.
Website rebuild begins. Tracking infrastructure installed. Ad accounts created and structured. Content and assets gathered from Dom.
Landing pages live. HubSpot integration tested. Creative development (video clips, ad copy). City and topic pages populated.
Website goes live. DNS migrated. Validation campaigns launch across Google, Meta, TikTok, and LinkedIn. Tracking verified end-to-end.
Campaign monitoring and optimisation. Channel performance assessment. Creative testing. Data collection for retainer strategy.
To Be Honest launches at Dymocks. All systems firing - website, ads, tracking, landing pages optimised for the moment.
Transition to monthly retainer. Double down on validated channels. Expand keyword coverage. Build on book launch momentum.
Month-to-month after the setup phase. If it's not generating revenue, we don't want to be sending invoices.
We charge a flat retainer. We'll never take a cut of your media budget - our incentives stay aligned with yours.
Weekly check-ins during active campaigns. Monthly summaries tied to business outcomes. You'll always know what's working.
We run a validation campaign before scaling. Decisions are driven by data, not assumptions.
Your account is managed by the founders - Brad and Robin - not handed off to juniors.
We measure success by bookings generated, not impressions delivered. If the phone isn't ringing, something needs to change.
The product is proven. The close rate is extraordinary. The timing is perfect.
Let's build the machine that gets you to 100 gigs.