From 5 to 44 Leads a Month: How Smart Marketing Turned This Family-Run Aluminium Fabrication Business Around

This client is a family-run aluminium fabrication business specialising in manufacturing access solutions. They design and make a diverse range of products, including aluminium scaffold towers, mobile platforms, chimney access equipment, and fully customised access systems.

Before working with us, they had experienced their worst trading year on record. Relying solely on word-of-mouth referrals and sales agents, they had no way of generating business directly. Their website delivered nothing in terms of leads and didn’t even rank on Google for their own branded products.

Their goals were clear: increase turnover and profit, raise their brand profile, and establish a steady flow of new enquiries, enabling them to improve profit margins by selling directly rather than through agents.

So we created a marketing strategy tailored to these goals and to a restricted budget. This included optimising their website for search engines to improve online visibility, implementing HubSpot CRM to manage all leads & enquiries, and creating targeted PPC campaigns to drive high-quality traffic. Here are the results in summary:

• Website traffic has doubled
• Inbound leads have gone from 5 to 44 per month
• Google rankings are up, and organic (SEO) traffic has doubled
• Google Ads campaigns are bringing in high-value enquiries

Here's how we did it:

A Tailored Digital Marketing Programme:

Following competitor analysis, keyword research and business analysis, we designed a tailored marketing programme. This programme included:

• Marketing Strategy - Developing a plan to attract their ideal customers, including customer profiling, keyword and competitor research to develop a content and conversion strategy.
  
• PPC management - We set up and managed Google pay-per-click advertising for them.
• SEO (Search Engine Optimisation) - Ongoing SEO to achieve high natural rankings in Google.
• Content Marketing - Regular blog articles written, published and promoted across social media.
• Email Marketing - Sending news, case studies and blog posts to their email database to stay in touch with past enquiries and customers.
  
• Social Media - Regular social media posts across the branded company social media accounts.
• 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.
• HubSpot CRM - (Customer Relationship Management) - Implementation.
• 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:

International SEO Results: Organic Traffic Has Doubled

SEO results have been steadily and continuously increasing for years now, enabling this business to overtake competitors and agents that were ranking above them (sometimes even for their own branded products). This increased visibility has meant more clicks to the website from people searching for their products:

Regular Email Marketing Producing Results

With no dedicated salespeople, there is little/no follow-up of leads and enquiries in this company. So we've started sending regular email campaigns to past leads to stay in touch, remind them of the products, and keep our client 'top of mind.' It's a small but growing database, and the engagement rates are strong, and the emails have triggered further enquiries from past contacts.

Website Traffic Has Doubled

Factoring in the SEO progress, the Google Ads, and the email marketing, overall website traffic is going from strength to strength, and has now doubled from its starting point:

From 5 Inbound Leads A Month To 44

This growth in visibility, plus the work we've done to improve the website, has meant more enquiries. Growth in inbound leads has been absolutely fantastic, from just 5 in month one to 44 in our most recent month:

The Business Results

They are now seeing a consistent flow of website enquiries, and as a result, continuous growth in sales. They are also seeing greater visibility within their industry, which has led to some larger contracts. With profitability improved, it's enabling reinvestment in new vehicles, equipment, and further growth initiatives. This is a success story we're really proud of, and we're looking forward to continuing the growth.

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.