Project overview
This project involved building a complete lead generation and management system for a trades business serving the Coventry and Warwickshire area. The client relied almost entirely on word-of-mouth referrals, had a poor website that generated no organic leads, and was losing work during quiet periods when the referral pipeline dried up.
The challenge
The website was not ranking for any relevant local search terms. Quote follow-up was manual and inconsistent. Out-of-hours enquiries — which represented a significant proportion of new job requests — went to voicemail and were frequently lost to faster-responding competitors. There was no CRM and no systematic way to track leads or pipeline value.
The solution
We rebuilt the website with a local SEO structure targeting specific search terms in Coventry, Rugby, Warwickshire and surrounding areas. An AI chatbot was deployed to handle out-of-hours enquiries — qualifying jobs, collecting contact details and booking site visit appointments directly. A CRM was configured to capture every lead source, score enquiries by job value and trigger automated quote follow-up sequences. A Google Business Profile optimisation campaign was executed to improve map pack visibility.
Results within four months
Lead volume from organic search increased by 180%. Out-of-hours lead capture went from near-zero to representing 35% of new enquiries. Quote-to-job conversion rate improved by 35% through automated follow-up sequences. The business achieved consistent page 1 rankings for 12 target search terms in Coventry and Warwickshire.
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