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.
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:
Here's how we did it.
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.
The client's existing website no longer reflected the quality of the business or supported their sales process.
Some of the main issues included:
Alongside this, marketing data was spread across multiple systems, making it extremely difficult to understand which activities were genuinely producing sales opportunities.
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:
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.
After conducting a competitor, keyword, and business analysis, we designed a tailored marketing programme that included:
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.
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:
Marketing and sales are now working from the same data, allowing decisions to be based on evidence rather than assumptions.
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.
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.
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.
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:
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.
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.
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.
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.