Digital Marketing Case Study: Glazing Contractor Generates £5.1M Pipeline And 225% Organic Traffic Growth

This client is a specialist contractor delivering complex façade and glazing solutions across commercial, industrial and high-rise residential projects. Their services include curtain walling, cladding systems, aluminium windows and bespoke architectural glazing, often on projects ranging from £100k to £3m.

When they came to us, their business was heavily reliant on repeat work and word of mouth. While relationships were strong, marketing had been neglected due to lack of time and internal resource. Their website acted more like a brochure than a lead generation tool, and they had no clear marketing strategy to attract new clients or stay visible to existing ones.

They wanted to shift from being seen as just another subcontractor competing on price, to becoming the go-to expert for complex, high-value projects. At the same time, they needed to build a stronger pipeline to smooth out peaks and troughs in workload and support long-term growth and succession planning.

What We Did

We designed a tailored marketing programme focused on building authority, increasing visibility with key decision-makers, and generating high-quality enquiries.

This included a combination of SEO, content marketing, LinkedIn advertising, email marketing, and CRM implementation, alongside ongoing website improvements and conversion optimisation.

The impact on the business has been significant:

• Website enquiries increased dramatically, with 30+ enquiries per month coming directly from the site
• Over £5.1 million pipeline generated from website enquiries in just 3 months
• Organic traffic increased by over 243%
• Multiple high-value opportunities generated
• Lead quality improved significantly, with around 25% of enquiries now being highly relevant

Here’s how we did it:

A Tailored Digital Marketing Programme

After conducting a competitor, keyword, and business analysis, we designed a tailored marketing programme that included:

• Marketing Strategy - We developed a plan to attract their ideal customers, including customer profiling and research into keywords and competitors to create a content and conversion strategy.
  
• SEO (Search Engine Optimisation) - Ongoing SEO and AI Optimisation was also provided to achieve high organic rankings on Google and in AI platforms.
• Content Marketing - We wrote, published, and promoted regular blog articles across social media.
• Email Marketing - News, case studies and blog posts were sent to their email database to stay in touch with past enquiries and customers.
• Lead Generation - We applied several Conversion Rate Optimisation strategies to the website and also created PDF guides to use as part of online lead generation.
• Social Media - Regular social media posts were also published across the branded company social media accounts.
• LinkedIn Advertising - Targeted ads showing to people in hand-picked job roles in specific industries on LinkedIn.
• HubSpot CRM - (Customer Relationship Management) - We introduced HubSpot as a way of tracking the source of all website enquiries, and have now trained the team on how to use it as a CRM system to manage their sales process, quotes and more.
• Access to JDR's Exclusive Video Training Hub - With training videos on sales, social media, video and much more.

The Results

Here are some of the key marketing achievements:

£5.1 Million Pipeline Generated From Website Enquiries

One of the biggest shifts has been the website becoming a genuine source of high-value opportunities. Over a three-month period, 78 website enquiries contributed to a pipeline worth over £5.1 million, with multiple live tenders still in progress.

Organic Traffic Up 243% And Visibility Transformed

SEO has played a key role in building long-term visibility and authority.

The website now ranks for over 235 relevant search terms, up from just 19:

Organic traffic increased from 195 to 669 visits per month, a 243% increase:

AI referral traffic is also increasing:

This has moved the business from being virtually invisible online to appearing consistently in front of the right audience.

30+ Monthly Enquiries And Stronger Lead Flow

Before working with us, enquiries were inconsistent and largely driven by existing relationships.

Now:

• Inbound enquiries increased to 30+ each month consistently
• Lead quality improved significantly, with around 25% now being the right type of projects

This has enabled the team to be more selective, prioritising higher-value opportunities and improving margins.

LinkedIn Advertising Driving Targeted Engagement

LinkedIn has been a powerful channel for reaching main contractors and key decision-makers.

There have been 488 engagements from key companies in their target market, and 832 engagements from specific target accounts:

These engagements have been coming from people in specific, hand-picked job roles within these companies:

This has led to a 404% increase in website traffic from LinkedIn ads, and has helped position the business directly in front of the exact people they want to work with.

Website And Content Establishing Authority

We transformed the website from a basic brochure into a content-rich platform that builds credibility and supports the sales process.

• 20+ blog articles published, driving keyword rankings and traffic
• 10 case studies created to showcase expertise and past projects
• Dozens of new pages developed, including sector and location pages
• Content now being cited in AI search results and generating additional traffic

Prospects are now making enquiries more informed, engaged, and more likely to convert.

Brand Awareness And Market Position Strengthened

Consistent content and social media activity have significantly increased brand visibility.

The business is now recognised more widely, with prospects referencing their content and website during the sales process.

How Else We’ve Helped

Beyond lead generation, we’ve supported the business in building long-term value:

• Implemented HubSpot CRM to track and measure marketing performance
• Introduced call tracking to ensure no enquiries are missed
• Improved lead handling and follow-up processes
• Helped shift positioning away from price-led selling towards expertise and value

During a challenging period in their industry, this stronger market presence enabled them not only to remain stable but to grow while competitors struggled.

This case study shows what happens when you combine strategy, consistency and the right mix of marketing channels.

By building visibility, authority and a structured pipeline, this business has moved from reactive, relationship-led growth to a proactive, scalable marketing system. The result is stronger lead flow, higher-quality opportunities, and a more valuable, future-ready business.

See How We Can Help Your Business: Get A FREE Review Of Your Marketing

Since 2004, we have developed a marketing system designed to help you get more leads, build and market to a database and, ultimately, get more sales.

To start the ball rolling, request a FREE review of your current website & marketing or book a call with one of our experts to see how we can help your business.