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Client Testimonial Video
Hear from Kari De Leon, Senior Manager of Marketing Operations at Lingraphica, about her experience working with the Fratzke team.
How a Digital Marketing Audit Helped Lingraphica Turn Insights Into Action
When Lingraphica wanted a clearer understanding of its digital marketing performance, the company wasn’t looking for another list of tactical recommendations. Its marketing team needed an objective perspective on a digital ecosystem that had been built over many years, and clarity around what should change next.
The engagement began with Fratzke's comprehensive Digital Marketing Audit Service and ultimately became the foundation for a broader transformation spanning Lingraphica’s website redesign, SEO, paid advertising, and digital marketing strategy.
For Kari De Leon, Senior Manager of Marketing Operations at Lingraphica, one of the greatest benefits was gaining an outside perspective on work that had become familiar to the internal team.
“We needed that outside perspective of somebody to come in and take a look at everything that we had in place, tell us what was working, what could be improved upon, and what were our blind spots.”
The resulting audit gave Lingraphica a clearer view of where it stood, and helped the team determine where to focus next.
CHALLENGE
Getting an Objective View of a Long-Standing Digital Ecosystem
Lingraphica provides augmentative and alternative communication devices and therapy solutions for people with communication impairments. Its digital presence plays an important role in helping customers, caregivers, clinicians, and other audiences discover information and connect with the organization.
But like many established organizations, Lingraphica had accumulated digital strategies, campaigns, and platforms over time.
The marketing team was relatively lean, and many of its digital programs had been running for years. Paid advertising was concentrated primarily on Google and Bing. The website had not undergone a major modernization in several years. And the internal team needed an objective way to determine what was working, what was underperforming, and where opportunities were being missed.
Rather than starting with assumptions about what needed to change, Lingraphica partnered with Fratzke for a comprehensive Digital Marketing Audit.
That diagnostic approach reflects the first stage of the Fratzke Growth Framework™ - Diagnose. Fratzke’s Benchmark Method™ is designed to establish an objective understanding of current performance before organizations make decisions about where to invest next.
For Lingraphica, that meant looking across its digital presence rather than evaluating individual channels in isolation.
Kari described the resulting report as:
“Super comprehensive. [It] looked into all of the nooks and crannies…where our SEO was performing really well, where our paid efforts were falling short and where there were a lot of optimizations that could be had both on the paid and the organic side of things.”
The audit did more than identify weaknesses. It helped distinguish existing strengths from performance gaps and previously overlooked opportunities, giving Lingraphica a clearer baseline for deciding what came next.
SOLUTION
Turning Benchmark Insights Into Strategic Priorities
An effective audit should not end when the report is delivered. The value comes from using what was learned to make better decisions.
For Lingraphica, one of the clearest findings was that incremental website improvements would not be enough. The company needed to rethink its broader web presence.
As Kari explained:
“As a result of the digital audit, the comprehensive digital audit that we got, it was really clear that we had to overhaul our web presence starting with our website.”
That realization came at an important moment. Lingraphica was simultaneously refreshing a brand that had remained largely unchanged for more than a decade. Rather than treating the website, brand, SEO, and digital marketing as separate projects, Fratzke and Lingraphica could connect them around a clearer vision for the digital experience.
The website design transformation incorporated performance benchmarking, stakeholder alignment, customer journey insights, experience redesign, brand modernization, scalable technology, and SEO optimization.
Throughout the process, Kari said Fratzke continued challenging the team to connect decisions back to performance and business objectives:
“They asked the really tough questions as it pertained to our website performance and helped us really focus on what we were trying to accomplish in our digital space.”
That progression, from understanding the current state to establishing priorities and then acting on them, is the core idea behind Fratzke’s broader Growth Framework.
Building a Digital Experience Around the Customer
The website redesign became one of the most visible outcomes of the audit.
Fratzke worked with Lingraphica to translate its refreshed brand into a more modern digital experience while creating clearer pathways for AAC users, caregivers, and speech-language pathologists. The experience incorporated simplified navigation, improved search, audience-specific journeys, a scalable WordPress CMS, HubSpot integration, and SEO-informed content structures.
For Lingraphica, the impact was noticeable both inside and outside the organization.
Kari said employees found information easier to locate and became more confident sharing resources with customers. Customer feedback indicated that visitors also found resources easier to discover, felt more welcomed by the experience, and were more willing to explore the site.
The redesigned experience also created greater consistency for Lingraphica’s marketing team. Content creators had clearer structures for publishing information, while customer testimonials and success stories gained a more intentional home within the digital experience.
In Kari’s words:
“Our team has absolutely loved using the new site.”
Activating Another Growth Engine: Digital Advertising
The audit also surfaced opportunities beyond the website.
Lingraphica’s paid advertising had historically centered on Google and Bing. With a lean internal team, the campaigns were generating traffic, but the organization did not always have the resources to continually challenge its strategy or identify opportunities across the broader advertising ecosystem.
Kari described the previous approach candidly:
“We were spending money to spend money just to make sure that we were getting traffic on a somewhat consistent basis.”
Fratzke brought another outside-in perspective to the advertising program, examining why investments were being made, where performance could improve, and which opportunities Lingraphica had not yet pursued.
One of those opportunities was Meta advertising.
Lingraphica had little meaningful presence on the platform. Expanding into Meta created a new avenue for reaching prospective customers and generating new contacts.
“Identifying this channel has become super beneficial in getting those net new contacts in and getting a foothold in a space where we didn’t have any presence before.”
The team also reevaluated the balance between Google and Bing and challenged existing assumptions about where advertising dollars should go. Kari said the process ultimately helped Lingraphica find a stronger balance across paid channels and improve its KPIs.
RESULTS
From an Audit to a Stronger Digital Marketing Foundation
The most meaningful outcome of Lingraphica’s Digital Marketing Audit wasn’t a single recommendation. It was clarity.
The engagement gave the marketing team an objective view of its current state, exposed blind spots, and helped establish priorities that could move from analysis into execution.
Those insights contributed to a broader modernization of Lingraphica’s digital presence, including a redesigned website that employees found easier to use and customers found easier to navigate. The work also helped the organization rethink its paid advertising mix, expand into new channels, and focus investments more intentionally.
The website itself became something the marketing organization could rally around. Kari said the new structure gave the team greater consistency and confidence in creating content because they knew customers would be able to find and use it.
Just as importantly, the relationship evolved beyond a traditional client-agency engagement.
More Than Delivering the Work
For Kari, Fratzke’s ability to become part of the team was an important part of the partnership.
“It was like working with an extension of our team when we really needed it.”
She described Fratzke as a partner that could fold into Lingraphica’s existing processes, research the brand and its customers, understand what the organization was trying to accomplish, and translate that understanding into actionable work.
That collaborative approach also made the work accessible to team members with different levels of digital expertise. Rather than simply delivering recommendations, Fratzke worked alongside Lingraphica to explain decisions and help the team understand the thinking behind them.
And that may be the strongest ending for the story because Kari explicitly identified learning, not just execution, as one of the lasting benefits of the relationship:
“The one thing that keeps coming back to my mind as I think about every single engagement that we’ve had with Fratzke is that I’ve walked away learning something.”
She said those experiences helped her team become better functioning and helped her become a better manager of complex marketing projects.
Her summary of the partnership captures the idea particularly well:
“When I can find a company that is not just willing to do the work, but also willing to take you along for the ride, I will always go back to them.”
The Fratzke Growth Framework at Work
- Diagnose: The Digital Marketing Audit established an objective view of Lingraphica’s current digital performance and exposed strengths, gaps, and blind spots.
- Strategize: Those findings clarified where Lingraphica needed to focus, particularly around its website experience and digital advertising strategy.
- Execute, Measure & Optimize: Fratzke then supported execution across website experience, SEO, and paid media, activating the Growth Engines needed to address those priorities.
Considering a digital marketing audit? Download our free Digital Marketing Audit Preview to see the insights, benchmarks, and recommendations you can expect from a Fratzke audit.
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