BraND MARKETING
Michelle Lewis
Project Overview
Michelle approached Westend Digital to create a website that reflects her unique blend of accounting expertise and coaching services. The goal was to design a professional yet approachable online presence that communicates her 30+ years of experience, her values of clarity and sustainability, and makes it easy for potential clients to learn about her services, book mentoring, or enquire about speaking engagements.
Our objective was to develop a website and digital strategy that would:
⦁ Improve user experience (UX)
⦁ Make lead capture seamless
⦁ Showcase their comprehensive list of services
⦁ Build trust through testimonials
⦁ Integrate social media touchpoints
⦁ Align all content with their core mission and values
Every account comes with verified conversion tracking, a live reporting dashboard, and a dedicated account manager. No lock-in contracts.
Advertising Platforms
What We Delivered
Our strategist, Bree Nicholson, led the development of a tailored, growth-focused marketing strategy. This included:
Website & UX Development
A custom-designed WordPress website tailored to Michelle’s brand identity.
Clear and engaging messaging & copywriting structure that highlights her personality (“not your typical accountant”).
A mobile-friendly, modern design with intuitive navigation
Integration of contact and enquiry forms to streamline bookings and client communication.
Visual design that balances professionalism with warmth, showcasing her as a trusted advisor and coach.
Social Media Strategy & Content
Built a cohesive content calendar reflecting compassion, trust, and empowerment.
Designed graphics and scheduled educational, inspirational, and service content across Facebook, Instagram, and LinkedIn.
Highlighted team members, success stories, care tips, and industry updates.
Managed scheduling and reporting for consistency and performance.
Outcome
A polished website launch that gives Michelle a professional platform to promote her coaching, speaking, and financial services. Simplified communication for potential clients through easy navigation and booking features. A digital presence that aligns with her personal style and business values.
Impact
Improved credibility & trust: The website positions Michelle as both a seasoned accountant and an approachable coach.
Increased client enquiries: Clear calls-to-action and streamlined forms make it easier for leads to convert.
Brand alignment: Michelle’s unique value proposition now comes across consistently online, supporting her growth as a coach, speaker and mentor.
OUR PROCESS
How We Build and Manage Your Paid Advertising
Every business has different objectives. We match the right campaign type — or combination of types — to your specific goals and budget.
Step 1
Pixel Audit and Tracking Setup
Audit existing Meta Pixel or install fresh.
Verify standard events, set up Conversions API for server-side tracking, connect to GA4 for cross-channel attribution.
No campaign launches without verified event data.
Step 2
Audience Research and Persona Mapping
Analyse existing customer data, website analytics, and Meta audience insights.
Build three-tier audience map:
cold (interest/demographic/lookalike),
warm (website visitors, video viewers, page engagers),
hot (customer list, recent enquirers).
Step 3
Creative Strategy and Asset Production
Develop creative brief for each campaign based on target audience and objective.
In-house production available via Westend Photography where scoped.
Step 4
Campaign Architecture Build
Full campaign structure in Meta Ads Manager.
2 to 3 ad sets per campaign testing different audience hypotheses.
2 to 3 creative variants per ad set.
Clean structure enabling testing without audience overlap.
Step 5
Ad Copywriting and CTA Optimisation
All ad copy written per audience segment:
cold copy educates and intrigues.
warm copy reminds and reassures.
hot copy creates urgency.
Specific CTAs, not generic Learn More.
Step 6
Launch and Learning Phase Management
Monitor spend, CPM, CTR, and early conversion signals daily.
Avoid significant changes during learning phase.
Budget managed carefully for efficient algorithm learning.
Step 7
Weekly Optimisation and Creative Testing
Budget reallocation from underperforming to overperforming ad sets.
New creative variants introduced regularly.
Every change logged with reason and expected outcome
Step 8
Monthly Reporting and Strategy Review
Report covers: spend, leads or purchases, cost per result, ROAS, creative performance, audience performance, and 30-day forward plan.
What's Included
Everything You Need to Succeed with Meta Ads
No hidden fees, no junior account managers, no black-box reporting. Here's exactly what you get.
Infrastructure
Meta Business Manager Setup
Full account configuration, Pixel installation, and Conversions API integration for accurate server-side tracking.
Audiences
Custom Audience Builds
Precision audiences built from website visitors, customer lists, video viewers, and page engagers.
Audiences
Lookalike Audience Creation
Algorithmically matched audiences that mirror your highest-value customers at scale.
Campaigns
Full Campaign Build
Campaigns structured across Lead Generation, Conversion, Traffic, and Awareness objectives.
Campaigns
Ad Copywriting
Conversion-focused copy written for every ad variant. Hooks, body, and calls-to-action.
Campaigns
Creative Production Brief
Detailed creative brief and asset guidance so your visuals perform from day one.
Infrastructure
Instant Form Setup
Native lead forms configured and optimised for maximum completion rates inside Meta.
Infrastructure
Catalogue Integration
Product feed connected and dynamic ad templates built for eCommerce retargeting.
Ongoing
Weekly Optimisation
Ongoing bid management, audience refinement, and creative rotation to compound performance.
Ongoing
Monthly Performance Report
A clear, executive-level report covering spend, results, trends, and next-month priorities.
Ongoing
Live Looker Studio Dashboard
Real-time reporting dashboard you can access anytime, no waiting for monthly updates.
Ongoing
Monthly Strategy Call
Dedicated call to align on performance, review creative, and plan the next campaign cycle.
Ready to scale your business with Meta Ads?
Book a free strategy call and get a custom campaign roadmap — no obligation.
Testimony
Partnering with Westend Digital was the best decision I made for my brand. They listened, translated my ideas into a clean, confident identity, and built a site that feels intuitive and performs. The process was transparent, timeless were met, and the work simply works. I am seeing stronger enquiries, warmer leads, and clearer message across every touchpoint.
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Built for the ambitious.
Our strategies are shaped by hundreds of campaigns across multiple industries, giving us vertical-specific insight into what drives attention, conversion, and retention in different markets.
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Patient acquisition and practice growth done compliantly and with measurable results.
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From listing promotions to long-term brand authority. Buyers, landlords, and sellers.
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Traffic, ROAS, and repeat purchase all three levers, managed together.
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Booked jobs and qualified enquiries, not vanity clicks from people who'll never convert.
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Enrolment -focused campaigns built around conversion intent.
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Ethical, compliant, and measurably effective growth, lead generation for registered providers.
Hospitality
Demand generation that increases bookings and repeat visits.
Work with us
Why West End?
Melbourne-Based Team
An in-house studio in Werribee real people, real proximity. No offshore handoffs or overnight delays when you need something urgent turned around.
No Lock-In Contracts
Earn the renewal monthly. We assume you can leave at any time — and prove you shouldn't.
Full-Funnel Ownership
From the first ad impression to the lifecycle email one accountable team managing every revenue touchpoint. No finger-pointing between agencies when results slip.
Transparent Reporting
Live dashboards you can access at any time, not a PDF that arrives 10 days after month-end. Your numbers, your way, whenever you need them.
Dedicated Account Manager
A senior strategist assigned to your account who knows your business model, your growth targets, and your P&L not a rotating junior who reads your brief fresh every call.
AI-Powered Campaigns
Internal tooling that runs creative testing, bid management, and audience segmentation 24/7 compounding results without compounding your headcount.
Award-Winning Photography In-House
Through Westend Photography our sister brand we produce commercial, brand, and product photography in-house. Your campaigns look different because the imagery actually is.
In House Podcast Studio
Westend Podcast, our sister studio at Level 1, 44 Watton Street, Werribee, is the only professional podcast production facility in Melbourne's west. Record, produce, and distribute a professional audio or video podcast to Spotify, Apple Podcasts, iHeartRadio, and YouTube without leaving the building.
Ready to scale unreasonably fast?
Book a free strategy call and get a custom campaign roadmap — no obligation.
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