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Turning adviser interest into network growth for ValidPath

  • 5x

    landing page conversion rate

  • 75%

    decrease in cost per lead

  • 46%

    reduction in unfit leads

The challenge

Attracting qualified leads to an award-winning network

ValidPath is an award-winning network that provides essential support, technology, compliance, and business development services for Independent Financial Advisers (IFAs).

Their model supports advisers while affording them the freedom to give genuinely client-first advice, free from the product restrictions and misaligned commercial incentives that shape much of the financial services sector.

In a market crowded with indistinguishable claims of trust and transparency, however, this genuine differentiator was not translating into the results it deserved. Lead volumes were inconsistent, conversion rates were low, and a significant proportion of enquiries did not meet ValidPath’s Member criteria.

Ahead of a planned brand re-launch, ValidPath needed more than visibility. They needed a digital strategy capable of attracting the right advisers to their network, clearly communicating the value of their model, and converting intent into high-quality enquiries at scale.

The strategy

Engineering network growth

exceptional™ developed and executed a full digital marketing strategy designed to improve conversion rates, lead quality, and sustainable Member growth.

Conversion optimisation

We rewrote and restructured ValidPath’s website and landing pages to clearly articulate the value of adviser independence and remove friction from the conversion journey.

Paid media targeting

We rebuilt ValidPath’s paid search and social campaigns to focus on relevance rather than volume. This reduced wasted spend significantly while improving lead quality.

Authority-led content

We produced written and filmed content featuring ValidPath’s team and Members, which elevated authentic expertise, reinforced and drove higher-quality enquiries to their website.

“Working with exceptional™ has been an amazing fit for us, and I would recommend them to anyone. The team has delivered great output, particularly around the website, brand and event launches, which were a huge team effort and is now translating into real results for the business.

Anna and the team have been an incredible support through the delivery of our largest project to date, the brand refresh. Their expertise and guidance have been invaluable, along with their trusted recommendations as industry experts. The team helped us deliver a step change in our marketing execution and played a key role in strengthening our brand positioning, which has contributed to us being recognised as the Best Network in the UK.”

– E. DAVIES, Marketing DIRECTOR at VALIDPATH

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