Part 1 Claims
Go-to-market and enquiry funnel
How do you market a service nobody knows exists?
Stop selling the service and start answering the symptom people search for. Lead with the two objections that block enquiries — cost and disruption — then replace the contact form with a short eligibility check so the visitor self-qualifies before anyone spends time on them.
At a glance
- Client
- Part 1 Claims
- Sector
- Professional services · Launch
- Engagement
- Go-to-market and enquiry funnel
- Entry point
- Free eligibility check, under a minute
- Scope
- Proposition, funnel, content architecture
- Basis
- No win, no fee; RICS-prepared claims
What was actually in the way
Every engagement starts with a commercial problem rather than a channel problem.
Challenge
Part 1 compensation under the Land Compensation Act 1973 is a real entitlement almost nobody knows exists. There was no demand to capture — it had to be created from people searching about noise, new roads and falling property values.
Approach
Built the proposition around the two objections that stop people enquiring: cost and disruption. 'No win, no fee' and 'you keep your home' lead the page. Then a one-minute eligibility check and a valuation estimator replace the contact form, so a visitor self-qualifies before anyone speaks to them.
What changed commercially
Published client facts and agreed scope markers, read as marketing outcomes. No modelled or estimated figures.
- to self-qualify instead of enquire
- 60 secsto self-qualify instead of enquireAn eligibility check replaces the contact form.
- deal-breakers answered before the first scroll
- 2deal-breakers answered before the first scrollNo win, no fee, and you keep your home.
- category demand built from zero searches
- Newcategory demand built from zero searchesEnquiries created from symptom-led search, not brand terms.
A launch site that converts unaware, high-intent search traffic into qualified claim enquiries, with the technical detail — Ryde's Scale, physical factors, the claim window — carried by supporting pages instead of the homepage.
The calls that changed the outcome
Not a task list — the small number of decisions the rest of the work followed from.
- 01
Lead with the objection, not the entitlement
'No win, no fee' and 'you keep your home' are the first things you read. Both exist because they are the reasons people would otherwise not enquire about a claim tied to their own property.
- 02
An eligibility check instead of a contact form
A one-minute check and a valuation estimator do the qualifying. The enquiries that arrive have already accepted the framing and understand roughly what their claim is worth, which shortens every conversation that follows.
- 03
Technical depth on supporting pages
Ryde's Scale, physical factors and the claim window all matter, and none of them belong on the homepage. They sit on supporting pages where they earn their own search entries.
Where there is no category demand, the search demand is in the symptom — noise, a new road, a falling valuation — not the name of the remedy.
Part 1 Claims on the work
“Nobody wakes up looking for Part 1 compensation, so the whole thing hinged on explaining it in plain English and proving there was no risk. The eligibility check does the qualifying for us — the enquiries that reach me are worth having.”
Recommended next steps
This engagement was built out of the services below. Each page explains the scope, the deliverables and how it is priced.
- Step 01
Proposition and positioning
Decide what the business claims and who it claims it for, before a penny goes into a channel.
Read the scope - Step 02
Enquiry funnel and qualification
Replace the contact form with checks and calculators that qualify before anyone speaks.
Read the scope - Step 03
SEO and content architecture
Structure the site around how people actually search, not how the business is organised.
Read the scope - Step 04
Book a discovery call
One hour, no pitch. We work out whether your constraint is the same one this project had.
Read the scope
Other engagements
Related work, plus the planning and development hub if that is closer to your situation.
- PropTech / SaaS
Logical Planning
Launch positioning, pricing and acquisition
- Chartered surveying
McGarrigle and Co
Positioning and guide-led SEO
- Legal reference / AI search
The 1954 Act
Authority asset and AI search visibility
Part 1 Claims: common questions
Where to go next
A few things worth reading — and the pages most people move to from here.
Related insights
- Marketing StrategyWhy Your Marketing Isn't Working (And It Probably Isn't the Tactics)The positioning and priority problems that make good execution look like bad marketing.
- AI SearchHow to Get Your Business Cited by ChatGPT and Google AI OverviewsThe entity, structure and evidence signals answer engines use to choose who they quote.
Related services
- All servicesEvery marketing leadership, strategy and growth service on one page.
- Marketing strategyPositioning, audience priorities and a plan your team can execute.
- Website design & buildA full rebuild for a site that no longer sells what you do.
- Book a discovery callA 30-minute call to size up the opportunity.
Same problem, different business?
Book a one-hour discovery call. I will tell you which part of this applies to you, and which part does not, before you spend anything.