How we quadrupled Fattmerchant’s online leads in 6 months

The Goal

After introducing a new direct-cost approach to credit card processing, Fattmerchant had two concerns. They needed to break into the competitive merchant services industry, and they wanted to turn their website into a primary source of new leads.

Although they were delivering fair pricing in an industry known for overcharging its customers, Fattmerchant was faced with overcoming a “too-good-to-be-true” consumer mentality. They needed to find a way to convince prospective customers that they were a legitimate and reliable credit card processing company with no strings attached.

The Strategy

Fattmerchant’s website and branding weren’t doing a good job of nurturing leads through the funnel, educating consumers, or building trust. To reel in more customers online and secure a space for Fattmerchant in the competitive merchant services industry, our strategy focused on integrating consumer education and brand personality into their website, social media profiles and branding.

  • Discovery session
  • Inbound Marketing Blueprint
  • Branding
  • Responsive Website Design
  • Video Production
  • Monthly Content Strategy
  • Social Media Campaigns
  • Premium Content Offers
  • Lead Nurturing Workflows
  • CRM Training
  • Ongoing Marketing Strategy & Management
Fattmerchant Applications, digital marketing strategy

GreenHouse was a great partner for our rapidly growing startup. Their team was innovative, creative and really helped position us for success. From our new website to branding and inbound marketing, they produced excellent work and delivered on time.

Suneera Madhani, CEO

Branding and the evolution of a logo

Fattmerchant’s redesigned logo needed to breathe life into the dry and tight laced credit card processing industry that they were trying to differentiate themselves from. What started off as a logo “refresh” turned into a full-on redesign.

We presented logo designs that would not only to set them apart as a fresh, hip face in the credit card processing industry, but that would support their core company values: fun, fairness and savings.


Fattmerchant Branding, digital marketing strategy, brand strategy

Fattening up Fattmerchant’s bottom line

Fattmerchant started seeing new contact growth as soon as their new website launched in April. With a responsive website optimized for conversions, and a powerful inbound marketing strategy to get their message out, they were able to attract and convert 4 times the number of contacts by 6 months — and growing!

5x lead generation

in 7 months

Building an intuitive,
savings calculator

Fattmerchant needed to modernize their site to reflect their brand personality and improve conversions. To educate consumers on the true cost of payment processing and establish trust, we created industry specific landing pages for each of their buyer personas and built an easy to use Savings Calculator that would give leads an estimate for how much they could save by making the #FattSwitch. This calculator became a main source of leads for Fattmerchant, delivering more leads than any other form on their website.

Savings Calculator

Generated 382

form submissions in 6 months

Using content to attract and educate buyers

To help consumers better understand the ins and outs of credit card processing, we created keyword-optimized, educational blog content that showed off Fattmerchant’s brand personality while establishing transparency and trust. We promoted this content on Fattmerchant’s social channels and drove blog visitors to premium content offers to capture earned traffic.

Driving social traffic that converts

In addition to weekly social posts and engagement, we utilized Fattmerchant’s social media profiles to drive conversions. To help business owners meet the October 1, 2015 EMV Liability Shift deadline, we ran a 1 month Facebook promotion driving traffic to a free EMV terminal landing page. This campaign generated 18 new sales qualified leads and 215 new Likes on Facebook


day Facebook campaign


sales qualified leads

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