Digital marketing is extremely effective for contractors and SMEs working in the construction sector. Often relying on word of mouth alone, businesses can struggle to grow past a certain point. With a clear digital marketing strategy, contractors can compete for market share, and attract new customers.
In this case study, we will show how we helped a commercial carpentry contractor to start a proactive inbound marketing programme and achieve a steady flow of new enquiries from their website.
The challenge
This business is a family-owned business, and has been trading for nearly 25 years. They work with a wide range of property developers and main contractors, as well as on specialist refurbishment projects for private clients.
Before working with JDR, they had a number of sales & marketing challenges, including:
- Trouble ‘getting a foot in the door’ with new clients
- Not being seen as the ‘go-to’ specialists for carpentry and joinery in their area
- Not being at the front of customers’ minds when project work is being tendered for
- A lack of time, resources, and expertise in-house to deliver a consistent digital marketing strategy.
They wanted a way of getting consistent repeat work and developing strong business relationships with some new main contractors, to improve the resilience and stability of the business and grow their turnover.
A Custom Digital Marketing Programme
Following the analysis of their business, we created a tailored marketing programme specifically for them.
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.
- 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 - to send regular mailshots to a targeted database.
- 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.
Results and progress
The client is now well on their way to achieving their initial goals set at the start of the campaign, and are getting regular inbound enquiries via their website.
Here are some of the highlights in terms of results:
Google visibility & SEO
The customer now ranks for 485 keywords on Google. Of their tracked keywords, the average keyword position has increased by 26.37 places, meaning that on average, they have gone up in the search engine rankings by 2.5 pages per keyword. 64 of their keywords now rank in positions 1 to 10 (Google page 1)
Email marketing
Our programme of regular monthly mailshots is now sent to a growing database that includes past and current customers, sales leads, and new prospects. Existing customers are also being sent regular news, updates, and case studies by email.
Website traffic and conversions
The customer’s website traffic increased by an average of 491% in a 3-year period, thanks to our content marketing and SEO initiatives. Organic website traffic from SEO increased by 539% during this period!
Lead generation
It’s not just traffic to the website that has increased, but also the number of monthly inbound enquiries from it. The business website is now generating regular leads and enquiries, from just four per month in September 2021, to a record monthly high of 22 in September 2024. The volume of leads is steadily growing, alongside the website traffic and the business’s search position in Google.
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.
