From Web Traffic to Lead Generation

Lead Generation Case Study

Marketing Strategy Case Study

Black Earth Humics
Lead Capture

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Turning Black Earth’s passive web traffic into leads with a focused marketing strategy

Black Earth Humic LP is a company that creates humic products that are highly effective for a wide range of applications in the agricultural, environmental and industrial sectors. The owners are passionate and extremely knowledgeable. Over the years, they have amassed volumes of information on each.

Goals and Objectives

Black Earth came to Kayak looking to update their website. Their original objective was simple, give them a new look and a new website they could manage on their own. But in life, things are rarely simple and often what you want isn’t what you really need.

The more we learned about Black Earth through our discovery process and communications brief, the more we understood how much they could benefit from an inbound marketing website built on the Hubspot platform.

Black Earth Humics online marketing strategy


A new look was a given. But beyond that, we worked closely with Black Earth to refine marketing efforts to better align with their different audiences, as well as incorporate website visitor tracking and social engagement tools. We wanted to ensure that each campaign, and accompanying piece of content, had a logical structure that would lead to new sales opportunities.

Content optimization was key and required not only a re-organization of content but an extensive rewrite as well. Although terms like chelating agents, mitochondrial respiration, and oxidative phosphorylation surfactants were scientifically accurate, they left the company’s biggest group of website visitors overwhelmed.


While we were proud of the visual update we did back in 2011, it’s what we did behind the scenes that made the biggest difference. Within 24 hours of launching the new website, the company's website quality score surpassed the vast majority of their competitors. Within a single day of launch, the Black Earth website quality score jumped by 35 points. In the days following the launch, the client suspected there was a problem with her phone as it was vibrating non-stop. Turns out, it was due to all the automated alerts from new website conversions.

Black Earth is now equipped with a website that has logical lead generation pathways and the means of tracking successes and identifying areas in need of improvement. With help from our team of experts, Black Earth is positioned to see (and measure) improvement and the ROI of their website like never before.

(Note: 4 years is a long time for a website, so we've got a new design pending.)

jody lockhart black earthJody Lockhart
General Manager, Black Earth Humics and MiniBulk

In 2011 I was brought on board at a start up company to increase awareness of our brand and release the sales constraints they were facing.

After a little research, we figured out that the old way of marketing and cold calling just wasn't going to cut it. In fact, we discovered that growers (aka farmers) are increasingly seeking crop solutions online. So the challenge was, how do we make them notice us?

Kayak provided the answer! Through total rebranding, rebuild of our website and ongoing SEO activities Randy and his team helped us make rapid progress. In our experience, Kayak has provided excellent service and insight on how to conduct online activities while managing your image and brand.

(★★★★★ HubSpot Partner Reviews.)

BlackEarth website quality scoreBaseline Score: 44/100
Score at time of Writing: 79/100
Improvement 20 days from reLaunch: +35

Note: website scores fluctuate with competitor activity, visitor activity, social engagement and algorithm changes.