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.
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:
Here’s how we did it:
After conducting a competitor, keyword, and business analysis, we designed a tailored marketing programme that included:
Here are some of the key marketing achievements:
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.
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.
Before working with us, enquiries were inconsistent and largely driven by existing relationships.
Now:
This has enabled the team to be more selective, prioritising higher-value opportunities and improving margins.
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.
We transformed the website from a basic brochure into a content-rich platform that builds credibility and supports the sales process.
Prospects are now making enquiries more informed, engaged, and more likely to convert.
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.
Beyond lead generation, we’ve supported the business in building long-term 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.
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.