How Lollipop Local grew leads +120% for Blake Fire with guided, personalized journeys

Lollipop Local is a UK marketing agency specializing in lead generation for fire and security businesses. It works with installers and providers to turn their websites into a dependable source of enquiries. One of its clients, Blake Fire and Security Systems, provides fire and security services to both business and residential customers, so its website has to capture leads from two very different audiences.

Blake Fire's website was getting visitors, but too many of them left without becoming an enquiry, especially on mobile.

• Mobile intent going to waste. Many visitors browsed on their phones and were ready to make contact, but there was no obvious, immediate way to call from where they were on the page
• A trust gap on a safety purchase. Fire and security is a considered, trust-led decision, and visitors had little on the page to reassure them before reaching out
• Lead forms that lost people. The path to submitting an enquiry was not as clear or as effortless as it needed to be, so interested visitors dropped off before finishing

Lollipop Local needed a way to capture that intent in the moment, build trust fast, and make enquiring effortless across both business and residential audiences.

Led by Managing Director Jo Shaer, Lollipop Local added Pathmonk to Blake Fire's site to capture more leads from the existing traffic. With Pathmonk's AI-powered funnel optimization, the team layered a set of microexperiences over the site, without a redesign or extra ad spend.

Dynamic click-to-call CTA on mobile

Pathmonk form CTA in the journey

Optimized lead form for quick enquiries

Why Lollipop Local chose Pathmonk over more traditional CRO tools:

• Personalized, AI-driven experiences that adapt site content to each visitor's behavior and needs, raising engagement and the likelihood of taking action
• Automatic content creation, so tailored experiences run without extensive manual setup, saving the agency time and effort
• Real-time data and insights, with robust analytics and A/B testing to monitor and adjust strategies as they go
• Easy integration and quick setup, letting Lollipop Local roll Pathmonk out for its client without heavy technical work or downtime
• Cookieless technology, improving privacy and compliance while still personalizing every visit

Once Pathmonk was guiding the journey, Blake Fire's leads more than doubled, a 120% increase in quote requests. More visitors called or enquired from the same traffic, with no redesign and no extra ad spend.

• +120% leads, with more than twice as many quote requests compared with before Pathmonk, across both business and residential audiences
• Intent captured on mobile, as dynamic click-to-call CTAs let ready visitors reach out in the moment instead of leaving
• Easier, more trustworthy reporting, with Pathmonk Intelligence tracking every microexperience and giving Lollipop Local quick access to detailed reports and A/B results

Beyond the volume, the win was reliability: a website that turns everyday traffic into a steady flow of enquiries the agency can measure and improve.

• Strategic automation. Automatically serving the right action, like a click-to-call CTA at the moment of intent, captures leads that a static page would have lost
• Real-time adaptation. Adapting the experience to each visitor and device meets people where they are, turning mobile browsers into enquiries
• Granular insights. Tracking every microexperience gives the agency clear, evidence-led data to keep optimizing the client's funnel