Citrus America — 2026 Strategy & Landing Page Optimization (2025-12-08)

Overview

During the 2025-12-08 weekly sync between Melissa and Mark, Citrus America's 2026 direction and an immediate campaign performance crisis were discussed. A strategy call with the client is scheduled for the following week. The account is not at churn risk — the client is actively planning for 2026 — but ad spend is currently being wasted due to a landing page problem that needs to be resolved before the new year.

Current Campaign Problem

Google Ads campaigns are generating high impressions and reasonable click volume but near-zero conversions.

Root cause: Landing pages are poorly matched to campaign keywords. When a user clicks an ad (e.g., for "Commercial Juicer"), they land on a generic or irrelevant page that doesn't address what they searched for. The result:

• Low Quality Score on the landing page
• High bounce rate (users hit back immediately)
• Wasted ad spend on clicks that will never convert

"People are saying, okay, I'm interested in this topic, and they click on it, which is costing you money. Then they end up on some landing page that doesn't explain what they were looking for." — Mark Hope

Key Decisions

• Every campaign must have a dedicated, keyword-optimized landing page. A campaign about commercial juicers needs a landing page that is entirely about commercial juicers — with relevant content, images, and clear calls to action.
• Competitor keyword campaigns are being deprioritized. Gilbert confirmed that competitor terms (e.g., ZoomX) are too expensive and not converting. Effort will shift to product/category-specific pages.
• Commercial Juicer landing page is the first priority. Two design approaches were previously tested (content-heavy vs. lightweight with prominent CTAs); the lighter version is the preferred template going forward.
• 2026 primary focus: website overhaul. The client has indicated this is their top priority for the coming year.
• HubSpot sales setup must be completed in December before transitioning focus to the website project.

2026 Strategy Outline

Action Items

• [ ] Build campaign-specific landing pages — start with Commercial Juicer; use the lightweight CTA-forward design as the template (@Melissa Cusumano)
• [ ] Draft 2026 Citrus America strategy — pull in Ben and Mark before the client strategy call next week (@Melissa Cusumano)
• [ ] Sit with Ben on Citrus HubSpot — clarify that client deadlines are send dates, not internal due dates (@Melissa Cusumano)

Related Notes

• Strategy call with Citrus America scheduled for the week of 2025-12-15
• Ben is being onboarded onto the Citrus account; needs deadline management coaching
• See ^[1] for full meeting context including team development and other client updates
• See ^[2] for full account overview