A Strong Content Strategy Drives New Leads For Health Care Start Up

FINPAY is one of the fastest growing healthcare technology startups in the Philadelphia area. They needed a better way to demonstrate the impact they had on their clients’ bottom line and also needed to create a scalable lead conversion strategy for their sales team.  In short, they wanted to convert more traffic visiting their website using HubSpot and track engagement.   Having a strong referral network of clients and partners, in the first days of the company, sales were not a challenge, but as any business leader knows, there comes a time, when in order to grow, your immediate network doesn’t allow to reach your revenue goals.  That’s where Mole Street and HubSpot team came up for the one, two, punch!

The Challenge

Drive revenue through marketing efforts by optimizing and orchestrating FinPay’s website and HubSpot portal. Provide the basis for a strategic inbound marketing campaign to drive ROI so that the company can scale quickly.

  • Onboard client on HubSpot and determine a quick win strategy

  • Harness website content to better communicate FinPay’s service offerings while educating prospective leads

  • Drive new organic traffic and visibility to increase website engagement

  • Drive lead conversion through the website, capture leads, nurture and delight to improve the user experience

  • Create new opportunities for website users/prospects to self identify, so the sales team can create better conversations with prospects

  • Increase revenue year-over-year

Our Approach
Solutions Page: 

Develop a strategic and clear content strategy to implement via the FinPay website, including content offers, integrated HubSpot CTAs and forms, thus developing conversion points for tracking engagement and new leads, and new customers.

  • Develop a pillar page strengthened by keyword research to drive organic search volume

  • Developed strategic placement of CTA’s throughout the site and triggered an automation workflow to keep prospects engaged

  • Automate ongoing marketing through email by creating an offer funnel, encouraging anyone who visits the website to provide their contact information in exchange for valuable information

  • Place content offers throughout the website to drive better conversion.  One eBook on patient financial management and the other a “Quick Start” Guide on best practices on a similar topic

  • Add prospects to their sales pipeline with segmentation and contact attributes to drive better sales conversations

Content Types: 

Through keyword research, the Mole Street team identified numerous areas FinPay could compete on organic search and which topics and subtopics were the most searched for in their category. Based on this research Mole Street created the following content:

  • eBook

  • Tip Sheet

  • Keyword-informed blog strategy

  • Pillar Page 

  • Homepage Optimizations and current pages and image optimization

  • Redesigned contact us page for general information


Positioning To Grow: 

As FinPay approached us for new marketing tactics, they knew that as they grew, they needed a repeatable sales process and funnel in order to scale as they added new members to the team.

What’s To Come? 

In our annual retainer some of the items on our list are the following:


    • Additional subtopic pages to drive search value

    • New and more robust case studies on their successes

    • Additional blog posts that tie directly back to business objectives and industry trends 

    • Paid social advertising to drive more traffic to the site

What it’s like working with Mole Street

Are you ready to launch a new website that reflects the quality of your company? 

Schedule an intro call with Brendan Walsh, Director of Client Development at Mole Street.
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