By Gwen Moran
Case Study Series: What's Working in Marketing & Selling Professional Services 
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When the management team at Chapman Kelly created its website in late 2004, the strategy behind it was more "we have to have a website" than "let's make our website a selling tool." Prior to that, owners Tony Schy and Mary Chapman and their team grew the now $2 million medical benefits auditing company by word-of-mouth and answering requests for proposals.
In May 2008, when the firm’s director of strategic development, Michael Browning, took over marketing, he believed that the sales process for business-to-business professional services could be well-served by the reach and effectiveness of Google AdWords. But, before he ramped up the outreach to the firm’s audience, he needed to overhaul the company’s website to be more reflective of the company's offering and message.
However, the company had a limited budget for the project. Was it possible to be effective and inexpensive? The answer, Chapman Kelly found, is a resounding "yes."
Read this case study to learn how Chapman Kelly launched a Google AdWords campaign and generated:
- 1,000% increase in website traffic
- 60% increase in proposals
- $500,000 increase in annual revenue