The Self Publishing Advice Centre is one of the largest and most well known organisations helping budding and experienced authors launch a book or ebook.
Whilst their website traffic was already high, there were very few conversions into paying members. That’s where we stepped in. Through a well thought out link building, content and funnel conversion strategy, we improved the commerciality of the website.
Website: selfpublishingadvice.org/
The Boat Charter is a luxury yacht charter platform covering high-value destinations including Ibiza, Mallorca and the South of France.
Big Fat Digital supported the business with an SEO-first growth strategy, strengthened by PPC, content development, technical optimisation and authority building to increase visibility, traffic and qualified enquiries.
Website: theboatcharter.com
New keywords on Google
Increase in conversions
High-intent leads captured
Annual page views across priority pages
Advisory
Global
Convert website visitors into paying clients
Self-Publishing Advice Centre gives independent authors trusted guidance, resources and support at every stage of their publishing journey.
Working across SEO, content strategy, conversion rate optimisation and email marketing, the campaign is focused on turning existing authority, search visibility and high-value editorial content into a more measurable lead-generation and membership acquisition engine.
Self-Publishing Advice Centre had already built an exceptional content library, with expert-led guides covering every major stage of the self-publishing process.
The challenge was not creating authority or attracting readers. It was making that traffic work harder commercially.
Authors were arriving through Google, consuming useful content and leaving without always taking a clear next step. The site had valuable resources, lead magnets and membership options available, but these were not consistently connected to the content readers were already engaging with.
The opportunity was to turn a large, trusted advice platform into a more effective acquisition channel without damaging the editorial quality or search visibility that had made it successful.
The existing user journey was too fragmented.
A reader could land on a high-ranking guide, get the answer they needed and leave. Others were being sent towards membership without enough context, creating an abrupt jump between free advice and a paid proposition.
There was also no consistent framework for matching content intent with the most relevant lead magnet, nurture sequence or membership route.
This meant Self-Publishing Advice Centre had a large pool of high-intent traffic, but no repeatable system for capturing that audience, measuring lead performance or scaling what worked.
The strategy was built around one simple principle: every high-value content page should have a clear commercial role.
Rather than chasing traffic for traffic’s sake, we focused on pages already attracting meaningful audiences and created a clearer route from search visibility to lead capture, email nurture and ALLi membership.
We identified priority pages with strong existing traffic and clear author intent, including guides around self-publishing services, KDP and IngramSpark, writing advice, publishing tools and author support.
Each page was matched with a relevant lead magnet and a more purposeful call to action, ensuring the offer felt like a useful continuation of the content rather than a generic email sign-up.
New Kit funnels were introduced across priority content journeys, allowing the team to capture subscriber data and measure which content themes generated the strongest response.
This moved the campaign beyond rankings and page views into measurable first-party lead generation.
We developed clearer routes from Self-Publishing Advice Centre into ALLi membership, including improved landing pages for Associate, Author and Authorpreneur membership.
The focus was on making membership feel like the logical next step for an author who had already received value from the content, rather than an abrupt sales message.
Alongside conversion work, we created and connected major Self-Publishing 101 content hubs around Editorial, Design, Production, Distribution, Marketing and Promotion, and Rights and Licensing.
This strengthened the site architecture, gave Google a clearer understanding of the Centre’s expertise and created more opportunities to route readers between related advice, lead magnets and membership pathways.
The campaign is creating a far clearer connection between organic visibility and commercial value.
Self-Publishing Advice Centre gained visibility for 242 new Google keywords, helping expand its reach across relevant author searches. More importantly, the new funnel approach delivered a 55% increase in conversions and captured 198 high-intent author leads.
With more than 100,000 annual page views across priority content opportunities, the Centre now has a proven base for scaling lead-generation activity.
Rather than treating SEO as a standalone traffic channel, the campaign is turning trusted publishing advice into a measurable audience-building system that can capture, nurture and convert future ALLi members.
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