#Conversion Journey · Search

YKK AP Sinar Fortuna

Replacing the lead form with a WhatsApp conversation for Rp500M-average projects, an estimated 1,300% ROI.

Meta Ads Manager · WhatsApp Business · Search Console · WordPress

#Problem

High-value, low-volume B2B leads with long consideration cycles, a lead form asks buyers to commit before any trust exists.

#Approach

Route Meta Ads straight into WhatsApp, qualify inside the conversation, and fix search before writing more content.

YKK AP Sinar Fortuna sells premium architectural products. A single project averages around Rp500M.

Architects and project owners compare options for weeks and ask detailed questions before they trust anyone.

A lead form asks them to commit before any of that trust exists.

The challenge

High-value, low-volume B2B leads. Generic campaigns produce noise, not projects.
Long consideration cycles needed a conversation, not a form.
On the search side, a 90-day audit found 63 cannibalized queries and a content plan that didn't match demand.

Designed the journey around a conversation: Meta Ads route straight into WhatsApp, 1,800+ conversations at ~Rp20K per result, qualified in chat at a 45%+ chat conversion rate.
Audited 90 days of Search Console data (296 URLs, 8,075 page-query pairs): 63 cannibalized queries; recommended pausing the August content batch to fix titles and meta and consolidate pages first.
Checked the content plan against demand, Fronterra & Granroof had ~200 impressions and 2 clicks despite 13 planned articles, with cannibalization risk in 5 of them.
Built an interactive colour-selection page (/contoh-warna/) on the Seven ACP colour codes.
SEO improvements grew organic clicks 69 → 216 and impressions 4.7K → 12.5K in two months.

Rp500M average project value against ~Rp20K per WhatsApp conversation: estimated campaign ROI 1,300%.
The search layer keeps adding organic demand: 10.9K clicks and 921K impressions over the last 12 months.
Average Google position 4.9.

The journey was cut down to the fewest steps that still give sales what they need.

#Decision 1
A conversation instead of a form
For a Rp500M-average decision, the first step should feel like talking to an expert. Meta Ads route straight into WhatsApp, and qualification happens inside the chat.
Evidence
1,800+ conversations at ~Rp20K each · 45%+ chat conversion · estimated ROI 1,300%.
#Decision 2
Fix search before writing more
A 90-day Search Console audit came first: titles, meta and page consolidation before the next content batch.
Evidence
296 URLs, 8,075 page-query pairs · 63 cannibalized queries · August batch paused; organic clicks 69 → 216 in two months.
#Decision 3
Match the plan to demand
Content planned for products nobody searched for was cut before it was written.
Evidence
Fronterra & Granroof: ~200 impressions and 2 clicks against 13 planned articles, cannibalization risk in 5 of them.

Tap any image to open it full size.

“The best conversion step is the one buyers already use.”

The channel is part of the UX

Moving from a form to WhatsApp changed the experience more than any landing-page redesign would have.

Qualification can feel like service

The same questions that slow down a form speed up a conversation.

Next time

Tag every chat by project stage in a CRM, so the journey from first message to signed project is measured end to end instead of estimated.