Conversion.Moe growth playbook

In the site builder's settings, give each page a title ("Conversion.Moe | Growth strategy for e-commerce brands", "Better Not Younger: 30% higher ROAS and $3M to $10M"), a 150-character description and a share image with the headline result. Publish a sitemap with the three pages, submit it in Google Search Console, and rename the case study addresses to /case-studies/better-not-younger and /case-studies/sipsopa with redirects.

A consultancy that wins on referrals is judged the moment its link is opened. A clear title and a preview that shows "$3M to $10M" make every shared link and every search for the founder's name work as a pitch.

[ ] <title> on home and each case study
[ ] Meta description with a result
[ ] Share image 1200x630 with the headline number
[ ] /case-studies/better-not-younger and /case-studies/sipsopa with redirects
[ ] sitemap.xml lists every page
[ ] Search Console verified and sitemap submitted
[ ] LinkedIn preview tested

• Builder overwrites settings

  Recheck the page source after each publish.

• Page source checkChecked October 20, 2026: the homepage and both case study pages have no <title> tag, no meta description and no social share image; /sitemap.xml is an empty list with no URLs. Case study addresses end in numbers ("/case-studies-better-not-younger-511578", "/case-studies-sipsopa-511578-865154").Source
• Google PageSpeedPhone test: performance 74/100, main content after 5.1 s (target 2.5 s); 720 KB of the 814 KB page comes from the site builder's servers (leadconnectorhq.com), with 338 KB of unused JavaScript; fonts weigh 169 KB because every weight and italic of Lato and Inter is requested; SEO 82 and accessibility issues including the missing title, low-contrast text and skipped heading levels.Source
• Case studyBetter Not Younger (Shopify DTC, Amazon, Ulta Beauty): $3,000 a day on Meta measured only on platform results; the attribution work found about $0.40 of incremental Amazon sales and $0.30 of incremental retail sales for every $1 spent on Meta; ROAS improved 30% and revenue grew from $3M to nearly $10M over 24 months.Source
• Your websiteHomepage: "The Architecture Behind Profitable Digital Growth. We help companies with meaningful e-commerce operations understand the potential of their channels, define an integrated growth strategy, and support the execution required." Three engagements: Diagnostic and Architecture, Strategic Support, and Teams and Capabilities; a four-step method; every button says "Schedule a Strategic Conversation" and opens an embedded "Initial Conversation" calendar.Source

Pick the stronger copy for each section (usually the one with the result), make both versions identical, and proofread the page aloud. Keep one button wording everywhere.

Polish is part of the product for a senior strategy firm; small errors undercut the McKinsey-trained positioning.

• Builder duplicates again

  Edit both versions together from now on.

• Your websiteEach homepage section exists twice in the page (one version per screen size) and the versions differ: "Leadership at Multiple CPG Brands" vs "Digital Market Leadership at Multiple CPG Brands Including scaling Better Not Younger", "Diagnostic and priorities" vs "Diagnosis and priorities", "Schedule a Strategic Conversation" vs "Schedule a Introductory Session". Copy errors include "Architecture, experince, and knowledge transfer" and "Priorities and decision criteria for Support for internal teams".Source
• Your websiteThe firm "is led by Augusto Moronta, Founder and CEO": MBA, Harvard; McKinsey & Company; VP of Marketing at Movistar; digital leadership at CPG brands "including scaling Better Not Younger to US$10M in annual revenue". FAQ: "Is Conversion.Moe a performance marketing agency? No, we're not a performance agency." Channels assessed include Meta, Google, TikTok, SEO and influencer marketing.Source

Put the finding in the hero: "For every $1 on Meta, one client earned another $0.70 on Amazon and in stores that Meta's dashboard never showed. We find what your channels really return." Follow it with the 30% ROAS gain and $3M to $10M, then the three engagements.

Founders running Shopify, Amazon and retail at once feel this exact blind spot; a concrete result earns the call faster than a description of the method.

• Seen as cherry-picked

  Link straight to the full case.

• Case studyBetter Not Younger (Shopify DTC, Amazon, Ulta Beauty): $3,000 a day on Meta measured only on platform results; the attribution work found about $0.40 of incremental Amazon sales and $0.30 of incremental retail sales for every $1 spent on Meta; ROAS improved 30% and revenue grew from $3M to nearly $10M over 24 months.Source
• Your websiteHomepage: "The Architecture Behind Profitable Digital Growth. We help companies with meaningful e-commerce operations understand the potential of their channels, define an integrated growth strategy, and support the execution required." Three engagements: Diagnostic and Architecture, Strategic Support, and Teams and Capabilities; a four-step method; every button says "Schedule a Strategic Conversation" and opens an embedded "Initial Conversation" calendar.Source
• Competitor researchRivals' own homepages: Common Thread Collective, "an ecommerce growth agency that exists to help entrepreneurs achieve their dreams"; MuteSix, "a leading performance marketing agency"; Pilothouse, "Digital Marketing Agency". All three sell execution; Conversion.Moe positions itself as strategy first.See the research Source

Add four fields to the booking: annual online revenue band, sales channels (Shopify, Amazon, retail, TikTok Shop), monthly ad spend and the main question. Send a short pre-call note based on the answers and route very small companies to a lighter resource.

Prepared first calls convert better, and the founder's time goes to the right companies.

• Fewer bookings

  Keep fields short; only revenue band required.

• Your websiteHomepage: "The Architecture Behind Profitable Digital Growth. We help companies with meaningful e-commerce operations understand the potential of their channels, define an integrated growth strategy, and support the execution required." Three engagements: Diagnostic and Architecture, Strategic Support, and Teams and Capabilities; a four-step method; every button says "Schedule a Strategic Conversation" and opens an embedded "Initial Conversation" calendar.Source
• Your websiteThe firm "is led by Augusto Moronta, Founder and CEO": MBA, Harvard; McKinsey & Company; VP of Marketing at Movistar; digital leadership at CPG brands "including scaling Better Not Younger to US$10M in annual revenue". FAQ: "Is Conversion.Moe a performance marketing agency? No, we're not a performance agency." Channels assessed include Meta, Google, TikTok, SEO and influencer marketing.Source

Publish "v=DMARC1; p=none; rua=" with a reporting address, check that Google Workspace and the site builder's email are aligned, then move to quarantine.

For a firm that grows through direct outreach, inbox placement is pipeline.

• Blocking own mail

  Read reports before tightening.

• DNS checkconversion.moe uses Google Workspace with DKIM and an SPF record ending "~all", but publishes no DMARC record.Source

Remove unused widgets and popups, lazy-load the calendar until the visitor scrolls or clicks, load fonts with display swap, and fix the low-contrast text and heading order PageSpeed flags.

Executives often open a link on a phone between meetings; a fast page keeps them reading.

• Builder limits

  Accept the floor and focus on content.

• Google PageSpeedPhone test: performance 74/100, main content after 5.1 s (target 2.5 s); 720 KB of the 814 KB page comes from the site builder's servers (leadconnectorhq.com), with 338 KB of unused JavaScript; fonts weigh 169 KB because every weight and italic of Lato and Inter is requested; SEO 82 and accessibility issues including the missing title, low-contrast text and skipped heading levels.Source

Publish /es/ versions of the homepage and both case studies, with a Spanish booking flow. Position a specific offer: "entering the US market" for Latin American consumer brands and "growing with the U.S. Hispanic consumer" for US brands.

Few strategy-first e-commerce firms work in Spanish at a senior level; owning that niche beats competing with large US agencies in English.

• Diluting the US message

  Keep the English site focused on US brands.

• Your websiteThe privacy policy page is titled "Políticas de Privacidad" and is issued by a Florida LLC with a different name from the brand (Aventura, FL); support email [email protected]. The site itself is in English only.Source
• Case studySIPSOPA, "Latin-inspired soups for the U.S. Hispanic market": partnered since before launch; built the DTC pro forma, the minimum viable ROAS, website, email templates and paid campaigns; channels Shopify, Instagram and TikTok Shop, Amazon and retail; "close to launching on Amazon".Source
• Your websiteThe firm "is led by Augusto Moronta, Founder and CEO": MBA, Harvard; McKinsey & Company; VP of Marketing at Movistar; digital leadership at CPG brands "including scaling Better Not Younger to US$10M in annual revenue". FAQ: "Is Conversion.Moe a performance marketing agency? No, we're not a performance agency." Channels assessed include Meta, Google, TikTok, SEO and influencer marketing.Source
• Competitor researchRivals' own homepages: Common Thread Collective, "an ecommerce growth agency that exists to help entrepreneurs achieve their dreams"; MuteSix, "a leading performance marketing agency"; Pilothouse, "Digital Marketing Agency". All three sell execution; Conversion.Moe positions itself as strategy first.See the research Source

Build a short calculator: monthly Meta spend, Shopify, Amazon and retail sales. It shows a range of possible halo effect, explains clearly that the Better Not Younger ratio ($0.70 per $1) is one example and not a prediction, and offers a diagnostic call to measure the real number.

A tool that shows a founder a possible blind spot in their own numbers creates the need for the diagnostic.

• Overclaiming

  Show ranges and say the real number needs testing.

• #3 Lead with the number nobody else shows: 70 cents of Amazon and retail sales for every Meta dollar

• Case studyBetter Not Younger (Shopify DTC, Amazon, Ulta Beauty): $3,000 a day on Meta measured only on platform results; the attribution work found about $0.40 of incremental Amazon sales and $0.30 of incremental retail sales for every $1 spent on Meta; ROAS improved 30% and revenue grew from $3M to nearly $10M over 24 months.Source
• Your websiteHomepage: "The Architecture Behind Profitable Digital Growth. We help companies with meaningful e-commerce operations understand the potential of their channels, define an integrated growth strategy, and support the execution required." Three engagements: Diagnostic and Architecture, Strategic Support, and Teams and Capabilities; a four-step method; every button says "Schedule a Strategic Conversation" and opens an embedded "Initial Conversation" calendar.Source

Package it: four weeks, a set deliverable list (attribution read, channel map, roadmap, team model), a fixed fee and a credit toward Strategic Support if they continue. Publish what is included and a sample page of the output.

A defined first project lowers the risk for the buyer and shortens the sales cycle.

• Underpricing

  Price on value and credit it forward.

• Your websiteHomepage: "The Architecture Behind Profitable Digital Growth. We help companies with meaningful e-commerce operations understand the potential of their channels, define an integrated growth strategy, and support the execution required." Three engagements: Diagnostic and Architecture, Strategic Support, and Teams and Capabilities; a four-step method; every button says "Schedule a Strategic Conversation" and opens an embedded "Initial Conversation" calendar.Source
• Case studyBetter Not Younger (Shopify DTC, Amazon, Ulta Beauty): $3,000 a day on Meta measured only on platform results; the attribution work found about $0.40 of incremental Amazon sales and $0.30 of incremental retail sales for every $1 spent on Meta; ROAS improved 30% and revenue grew from $3M to nearly $10M over 24 months.Source

Each week, look at one public DTC brand: where it sells, what ads it runs (from the Meta Ad Library), its Amazon presence and retail footprint, and what an integrated plan might change. Post on LinkedIn and collect the best into an articles page.

Teardowns show the method on real brands and bring inbound from founders who want theirs done.

• Offending brands

  Stay constructive and use public data only.

• Your websiteThe firm "is led by Augusto Moronta, Founder and CEO": MBA, Harvard; McKinsey & Company; VP of Marketing at Movistar; digital leadership at CPG brands "including scaling Better Not Younger to US$10M in annual revenue". FAQ: "Is Conversion.Moe a performance marketing agency? No, we're not a performance agency." Channels assessed include Meta, Google, TikTok, SEO and influencer marketing.Source
• Your websiteHomepage: "The Architecture Behind Profitable Digital Growth. We help companies with meaningful e-commerce operations understand the potential of their channels, define an integrated growth strategy, and support the execution required." Three engagements: Diagnostic and Architecture, Strategic Support, and Teams and Capabilities; a four-step method; every button says "Schedule a Strategic Conversation" and opens an embedded "Initial Conversation" calendar.Source
• Competitor researchRivals' own homepages: Common Thread Collective, "an ecommerce growth agency that exists to help entrepreneurs achieve their dreams"; MuteSix, "a leading performance marketing agency"; Pilothouse, "Digital Marketing Agency". All three sell execution; Conversion.Moe positions itself as strategy first.See the research Source

With the client's permission, document the launch: the decision, the pro forma for Amazon, the minimum viable ROAS and the first 90 days. Publish it as a case update and a guide.

Live, step-by-step stories attract founders facing the same decision.

• Client confidentiality

  Share only what they approve.

• Case studySIPSOPA, "Latin-inspired soups for the U.S. Hispanic market": partnered since before launch; built the DTC pro forma, the minimum viable ROAS, website, email templates and paid campaigns; channels Shopify, Instagram and TikTok Shop, Amazon and retail; "close to launching on Amazon".Source
• Case studyBetter Not Younger (Shopify DTC, Amazon, Ulta Beauty): $3,000 a day on Meta measured only on platform results; the attribution work found about $0.40 of incremental Amazon sales and $0.30 of incremental retail sales for every $1 spent on Meta; ROAS improved 30% and revenue grew from $3M to nearly $10M over 24 months.Source

Build a short list of Shopify, Amazon and creative agencies that do not offer strategy, and agree two-way referrals: they send clients who need a growth architecture, the firm sends execution work back.

Agencies meet many brands that need exactly this, and a strategy partner helps them keep clients.

• Agencies see a rival

  Make clear the firm does not run day-to-day media unless asked.

• Competitor researchRivals' own homepages: Common Thread Collective, "an ecommerce growth agency that exists to help entrepreneurs achieve their dreams"; MuteSix, "a leading performance marketing agency"; Pilothouse, "Digital Marketing Agency". All three sell execution; Conversion.Moe positions itself as strategy first.See the research Source
• Your websiteHomepage: "The Architecture Behind Profitable Digital Growth. We help companies with meaningful e-commerce operations understand the potential of their channels, define an integrated growth strategy, and support the execution required." Three engagements: Diagnostic and Architecture, Strategic Support, and Teams and Capabilities; a four-step method; every button says "Schedule a Strategic Conversation" and opens an embedded "Initial Conversation" calendar.Source
• Your websiteThe firm "is led by Augusto Moronta, Founder and CEO": MBA, Harvard; McKinsey & Company; VP of Marketing at Movistar; digital leadership at CPG brands "including scaling Better Not Younger to US$10M in annual revenue". FAQ: "Is Conversion.Moe a performance marketing agency? No, we're not a performance agency." Channels assessed include Meta, Google, TikTok, SEO and influencer marketing.Source

Offer brokers a short "retail launch demand plan" for their new brands and a co-presented session for their clients. Each broker can introduce several brands at once.

One broker relationship reaches many brands at the moment they need a growth plan.

• Slow broker cycles

  Start with one warm introduction.

• Case studySIPSOPA, "Latin-inspired soups for the U.S. Hispanic market": partnered since before launch; built the DTC pro forma, the minimum viable ROAS, website, email templates and paid campaigns; channels Shopify, Instagram and TikTok Shop, Amazon and retail; "close to launching on Amazon".Source
• Case studyBetter Not Younger (Shopify DTC, Amazon, Ulta Beauty): $3,000 a day on Meta measured only on platform results; the attribution work found about $0.40 of incremental Amazon sales and $0.30 of incremental retail sales for every $1 spent on Meta; ROAS improved 30% and revenue grew from $3M to nearly $10M over 24 months.Source

Write two more cases with the same layout: starting point, channels, the decision, the number, the result. Include at least one non-beauty, non-food category if possible.

More proof in a consistent format shows the method works across brands.

• Clients decline

  Publish anonymized versions.

• #1 Give every page a title, a description and a share image, and fill the empty sitemap

• Case studyBetter Not Younger (Shopify DTC, Amazon, Ulta Beauty): $3,000 a day on Meta measured only on platform results; the attribution work found about $0.40 of incremental Amazon sales and $0.30 of incremental retail sales for every $1 spent on Meta; ROAS improved 30% and revenue grew from $3M to nearly $10M over 24 months.Source
• Case studySIPSOPA, "Latin-inspired soups for the U.S. Hispanic market": partnered since before launch; built the DTC pro forma, the minimum viable ROAS, website, email templates and paid campaigns; channels Shopify, Instagram and TikTok Shop, Amazon and retail; "close to launching on Amazon".Source

Build a list of 100 consumer brands that sell DTC, on Amazon and in Ulta, Target or Whole Foods and run Meta ads (seen in the Meta Ad Library). Send each founder a short note with the $0.70 finding and an offer to estimate their halo.

Specific outreach to the exact profile of the best case gets replies.

• Deliverability

  Do idea 5 first.

• #5 Publish a DMARC record before the next outreach push

• Case studyBetter Not Younger (Shopify DTC, Amazon, Ulta Beauty): $3,000 a day on Meta measured only on platform results; the attribution work found about $0.40 of incremental Amazon sales and $0.30 of incremental retail sales for every $1 spent on Meta; ROAS improved 30% and revenue grew from $3M to nearly $10M over 24 months.Source
• DNS checkconversion.moe uses Google Workspace with DKIM and an SPF record ending "~all", but publishes no DMARC record.Source

Start a monthly email: one unit-economics idea, one teardown, one question from founders. Offer it to every visitor who does not book and every call that is not yet a fit.

Consulting buyers often hire months after first contact; a newsletter keeps the firm in mind.

• Low content capacity

  Reuse the weekly teardowns.

• #10 A weekly LinkedIn teardown of one consumer brand's channel mix

• Case studySIPSOPA, "Latin-inspired soups for the U.S. Hispanic market": partnered since before launch; built the DTC pro forma, the minimum viable ROAS, website, email templates and paid campaigns; channels Shopify, Instagram and TikTok Shop, Amazon and retail; "close to launching on Amazon".Source
• Your websiteHomepage: "The Architecture Behind Profitable Digital Growth. We help companies with meaningful e-commerce operations understand the potential of their channels, define an integrated growth strategy, and support the execution required." Three engagements: Diagnostic and Architecture, Strategic Support, and Teams and Capabilities; a four-step method; every button says "Schedule a Strategic Conversation" and opens an embedded "Initial Conversation" calendar.Source

Package a monthly retainer: senior strategy, a monthly channel review, coordination of agencies and a hiring plan, with a clear handover path when the brand hires.

Recurring revenue stabilizes the firm and each client becomes a long case study.

• Founder time

  Cap the number of clients per lead.

• #9 Turn the Diagnostic into a fixed-price, fixed-scope first project

• Your websiteHomepage: "The Architecture Behind Profitable Digital Growth. We help companies with meaningful e-commerce operations understand the potential of their channels, define an integrated growth strategy, and support the execution required." Three engagements: Diagnostic and Architecture, Strategic Support, and Teams and Capabilities; a four-step method; every button says "Schedule a Strategic Conversation" and opens an embedded "Initial Conversation" calendar.Source
• Your websiteThe firm "is led by Augusto Moronta, Founder and CEO": MBA, Harvard; McKinsey & Company; VP of Marketing at Movistar; digital leadership at CPG brands "including scaling Better Not Younger to US$10M in annual revenue". FAQ: "Is Conversion.Moe a performance marketing agency? No, we're not a performance agency." Channels assessed include Meta, Google, TikTok, SEO and influencer marketing.Source
• Case studyBetter Not Younger (Shopify DTC, Amazon, Ulta Beauty): $3,000 a day on Meta measured only on platform results; the attribution work found about $0.40 of incremental Amazon sales and $0.30 of incremental retail sales for every $1 spent on Meta; ROAS improved 30% and revenue grew from $3M to nearly $10M over 24 months.Source

Survey 50 to 100 brands and combine with public data (ad libraries, marketplaces) into a yearly report on channel mix, ROAS ranges and retail expansion. Launch it with a webinar.

Original research makes the firm the reference in its niche and fills the pipeline for a year.

• Low response

  Offer each brand its own benchmark.

• #7 A Spanish version for Latin American and U.S. Hispanic consumer brands

• Case studySIPSOPA, "Latin-inspired soups for the U.S. Hispanic market": partnered since before launch; built the DTC pro forma, the minimum viable ROAS, website, email templates and paid campaigns; channels Shopify, Instagram and TikTok Shop, Amazon and retail; "close to launching on Amazon".Source
• Your websiteThe privacy policy page is titled "Políticas de Privacidad" and is issued by a Florida LLC with a different name from the brand (Aventura, FL); support email [email protected]. The site itself is in English only.Source
• Your websiteThe firm "is led by Augusto Moronta, Founder and CEO": MBA, Harvard; McKinsey & Company; VP of Marketing at Movistar; digital leadership at CPG brands "including scaling Better Not Younger to US$10M in annual revenue". FAQ: "Is Conversion.Moe a performance marketing agency? No, we're not a performance agency." Channels assessed include Meta, Google, TikTok, SEO and influencer marketing.Source

Run a small cohort program: six weekly sessions where founders build their own pro forma, channel map and roadmap with templates, and graduate with an optional diagnostic offer.

A program serves smaller brands profitably and feeds the consulting pipeline.

• Distraction from consulting

  Run at most two cohorts a year.

• #16 A monthly "minimum viable ROAS" note for founders

• Your websiteHomepage: "The Architecture Behind Profitable Digital Growth. We help companies with meaningful e-commerce operations understand the potential of their channels, define an integrated growth strategy, and support the execution required." Three engagements: Diagnostic and Architecture, Strategic Support, and Teams and Capabilities; a four-step method; every button says "Schedule a Strategic Conversation" and opens an embedded "Initial Conversation" calendar.Source
• Case studySIPSOPA, "Latin-inspired soups for the U.S. Hispanic market": partnered since before launch; built the DTC pro forma, the minimum viable ROAS, website, email templates and paid campaigns; channels Shopify, Instagram and TikTok Shop, Amazon and retail; "close to launching on Amazon".Source

Record short monthly video interviews on growth decisions with founders in both markets, publish clips on LinkedIn and YouTube, and invite guests to the newsletter.

Interviews build relationships with exactly the founders who may hire the firm.

• Time cost

  Keep episodes short.

• #7 A Spanish version for Latin American and U.S. Hispanic consumer brands

• Your websiteThe firm "is led by Augusto Moronta, Founder and CEO": MBA, Harvard; McKinsey & Company; VP of Marketing at Movistar; digital leadership at CPG brands "including scaling Better Not Younger to US$10M in annual revenue". FAQ: "Is Conversion.Moe a performance marketing agency? No, we're not a performance agency." Channels assessed include Meta, Google, TikTok, SEO and influencer marketing.Source
• Your websiteThe privacy policy page is titled "Políticas de Privacidad" and is issued by a Florida LLC with a different name from the brand (Aventura, FL); support email [email protected]. The site itself is in English only.Source

Pick one brand spelling, add "Conversion.Moe is a brand of" the legal entity in the footer and on proposals, and use consistent email addresses by language.

Consistency removes small doubts in procurement and due diligence.

• Legal changes

  Check with an accountant before changing names.

• Your websiteThe privacy policy page is titled "Políticas de Privacidad" and is issued by a Florida LLC with a different name from the brand (Aventura, FL); support email [email protected]. The site itself is in English only.Source
• Your websiteEach homepage section exists twice in the page (one version per screen size) and the versions differ: "Leadership at Multiple CPG Brands" vs "Digital Market Leadership at Multiple CPG Brands Including scaling Better Not Younger", "Diagnostic and priorities" vs "Diagnosis and priorities", "Schedule a Strategic Conversation" vs "Schedule a Introductory Session". Copy errors include "Architecture, experince, and knowledge transfer" and "Priorities and decision criteria for Support for internal teams".Source