HubSpot & Digital Marketing Case Study For Modular Buildings Company

This client is a UK manufacturer of modular buildings. With projects often worth hundreds of thousands, and sometimes millions of pounds, they had built an excellent reputation but they recognised that their marketing wasn't supporting the next stage of the business.

Before working with us, their marketing activity was spread across several different agencies and suppliers. SEO, PPC, email marketing and social media were all being handled separately, making it difficult to measure performance or ensure every activity supported the same objectives. Although they were generating a healthy volume of enquiries, too many were poor quality, from organisations with the wrong budget, unsuitable projects or no real buying intent.

The business also lacked clear visibility into where enquiries were coming from, making it almost impossible to measure return on investment. Their WordPress website had become difficult to manage, the customer journey wasn't optimised for conversion, and there was little automation to nurture prospects through what is often a long sales cycle.

They wanted a strategic marketing partner who could bring everything together, improve lead quality, provide accurate reporting and create a marketing system capable of supporting long-term growth.

A Tailored Marketing Strategy Built Around Growth

Rather than simply taking over individual marketing activities, we designed a tailored marketing programme to bring every aspect of their marketing together under one strategy.

Some of the highlights so far include:

• A completely new HubSpot website built around conversion
• Significantly higher quality enquiries reaching the sales team
• Better Google Ads performance while reducing advertising spend
• First-page Google rankings for highly valuable keywords
• More than 900% growth in LinkedIn impressions
• Automated lead nurturing replacing manual follow-up
• Full visibility of where enquiries originate and how they convert

Here's how we did it.

Building The Right Foundations For Long-Term Marketing Success

Before launching the wider marketing programme, we focused on creating the right foundations.

At JDR, our proven marketing system starts with building an effective website and implementing the technology needed to measure results properly. Driving more visitors to a website that doesn't convert or can't accurately track enquiries rarely delivers the growth businesses are looking for.

Their Website Problems

The client's existing website no longer reflected the quality of the business or supported their sales process.

Some of the main issues included:

• A WordPress website that had previously suffered security issues.
• Poor navigation and a confusing customer journey.
• Large amounts of shallow content that wasn't helping prospects make buying decisions.
• Pages promoting services they didn't actually provide, attracting unsuitable enquiries.
• Limited conversion opportunities throughout the website.
• No integrated marketing platform capable of supporting automation and reporting.

Alongside this, marketing data was spread across multiple systems, making it extremely difficult to understand which activities were genuinely producing sales opportunities.

Our Solution: A New Website Built With HubSpot

We completely rebuilt the website on HubSpot Content Hub, creating a modern, conversion-focused website designed specifically around the needs of their target markets.

The new website included:

• Clear navigation based around education, healthcare and commercial sectors.
• Improved service pages with far more useful information.
• Better calls to action throughout the site.
• Pricing information and educational content to help qualify prospects before they enquire.
• SEO improvements across every page.
• Full integration with HubSpot marketing tools, analytics and automation.

At the same time, we implemented HubSpot Marketing Hub alongside their existing CRM system, allowing marketing and sales data to work together while avoiding disruption to the operational side of the business. This provided accurate lead tracking, automated workflows and complete visibility into marketing performance.

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.
• PPC management - We took over the management of their Google Ads, optimising them for maximum ROI.
• Content Marketing - We wrote, published, and promoted regular blog articles across social media.
• Social Media - We developed an organic social media strategy and planned and published regular content to the company social media channels.
• 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 created PDF guides to use as part of online lead generation, as well as applying CRO best practices to their website.
• Conversion Rate Optimisation - Ongoing A/B testing using HubSpot, and ongoing monitoring of visitor session recordings to improve user experience and conversion.
• LinkedIn Advertising - Targeted ads showing to people in hand-picked job roles in specific industries on LinkedIn.
• Email Marketing - News, case studies and blog posts were sent to their email database to stay in touch with past enquiries and customers.
• HubSpot Marketing Automation & CRM - We introduced HubSpot as a way of tracking the source of all website enquiries, and have built automated workflows to follow up and nurture leads and align their sales and marketing teams.

The Results

Better Quality Leads, Not Just More Leads

One of the biggest objectives wasn't simply generating more enquiries, it was improving their quality.

Previously, the sales team spent considerable time dealing with unsuitable enquiries from organisations with unrealistic budgets or projects that weren't the right fit.

By improving website content, refining Google Ads targeting, introducing educational content and implementing better qualification throughout the customer journey, the enquiries reaching the sales team became far more aligned with the services they actually provide.

This allowed the sales team to focus more of their time on genuine opportunities instead of filtering out unsuitable leads.

A Complete Marketing System Built Around HubSpot

One of the biggest transformations has been visibility.

Previously, it was extremely difficult to understand where enquiries originated or which marketing activities were producing results.

Today, HubSpot provides complete visibility across the customer journey, allowing the business to:

• Track enquiries from every marketing channel.
• Monitor website conversions.
• Attribute phone calls using CallRail.
• Automatically nurture prospects who aren't ready to buy immediately.
• Measure marketing ROI with far greater confidence.

Marketing and sales are now working from the same data, allowing decisions to be based on evidence rather than assumptions.

More Efficient Google Ads Campaigns

After taking over management of the Google Ads account, we restructured campaigns, refined audience targeting and optimised bidding strategies.

The improvements produced an excellent result.

Google Ads generated 62% more leads while reducing monthly advertising spend by around 22%, demonstrating that improving campaign quality is often more valuable than simply increasing budget.

At the same time, lead quality also improved, with more enquiries progressing into genuine sales opportunities.

Strong SEO Growth Across High-Value Keywords

SEO has become another major driver of long-term growth.

Following extensive keyword research, technical optimisation and a structured content strategy, the website now ranks on page one for many commercially valuable searches, including several highly competitive modular building keywords.

The business now ranks in top positions for searches including modular hospital buildings, modular doctors' surgeries and modular building cost-related searches, helping them attract prospects actively researching major projects.

Growing Visibility Across AI Search

As search behaviour evolves, we've also focused on ensuring the business is visible within AI-powered search platforms.

Content has been structured to improve visibility within Google AI Overviews and AI assistants such as ChatGPT.

This strategy has already produced tangible business benefits, with one significant customer first discovering the company through Microsoft's Copilot before making contact.

Building Brand Awareness Through LinkedIn

LinkedIn advertising formed an important part of the strategy for reaching decision makers within local authorities, schools, healthcare organisations and construction businesses.

Alongside regular organic posting, LinkedIn activity has delivered:

• More than 900% growth in LinkedIn impressions
• Significant growth in followers
• High-quality leads at an efficient cost per enquiry
• Increased visibility amongst key decision makers within target sectors

In addition, we ran targeted LinkedIn ads which got their brand in front of some of the biggest construction contractors in the UK.

For a business operating within long sales cycles and high-value projects, this increased visibility helps ensure they are consistently seen by the organisations most likely to become future customers.

How Else We've Helped

Perhaps the biggest change has been bringing every element of marketing together into one joined-up strategy.

Instead of managing multiple suppliers, disconnected reporting and conflicting priorities, the client now has one integrated marketing programme where SEO, paid advertising, content, email marketing, social media, automation and reporting all work together.

The internal marketing team has been freed to focus on strategic activity rather than coordinating agencies, while the sales team now has much clearer visibility into where opportunities originate and how prospects move through the buying journey.

This has created a scalable marketing system capable of supporting the company's ambitious growth plans for many years to come.

Summary

Like many established construction and manufacturing businesses, this client had already invested in marketing, but the individual activities weren't working together.

By rebuilding their website, implementing HubSpot, improving lead tracking and developing a fully integrated digital marketing strategy, we've helped transform marketing from a collection of disconnected tactics into a measurable growth system.

The result is better quality enquiries, improved visibility, stronger marketing performance and a platform that will continue to support future growth.

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

JDR Group provide digital marketing services, web design services and are an Elite HubSpot Partner. We specialise in digital marketing for SAAS & software companies.

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.