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From ZERO leads to 20/month for a construction firm in under 6 weeks

When D2 Joinery came to us their website wasn’t generating any enquiries or measurable value. We built them a new website focused on lead generation and launched targeted local SEO and Google Ads. After just four weeks, D2 received 18 qualified enquiries from an advertising budget of £210.
D2 Joinery fire door installation
D2 Joinery · Web, SEO & Ads
18
Qualified leads in month one
6 wks
New site live from scratch

The challenge

D2 Joinery’s original website was managed through a subscription-based website provider, which they paid for every month without seeing a return. With no Google Analytics or tracking set up either, the business had no visibility of the website’s performance or how visitors were interacting with it.

As specialists in fire doors and renovations, which prioritise safety and compliance, their prospects take their time doing research and establishing trust before they buy. But a website that’s hard to find and lacks credibility isn’t going to be a safe choice over a locally known competitor who’s been visible for years.

D2 needed a website that would attract relevant local visitors and turn them into qualified leads with a clear and measurable commercial impact on the business.

What we did

Phase 1: A new website, quick turnaround

We designed and built D2 a new website and had it live within six weeks. Built to convert, not just to look good: clear service pages for fitting, replacement and repair, obvious calls to action, and effortless ways to enquire or tap to call on mobile.

Phase 2: Local SEO and hyper-local ads at launch

The moment the site went live we switched on two channels working together:

  • Hyper-local Google Ads on high-intent searches, fire door replacement, fitting, installation and repair, tightly targeted to Liverpool and the surrounding areas so a modest budget only paid for clicks likely to convert.
  • Local SEO optimised for the treatment-and-town searches and brand terms that bring in free, repeatable enquiries, so the site earns leads without paying per click.
  • Conversion tracking on every form and click-to-call, so each enquiry is attributed to the channel that drove it.
Analytics
WordPress
Screaming Frog
Monday.com
Shopify
SEMRush
Ahrefs
D2 JOINERY · MONTH ONE CASE STUDY
160% Form enquiries
vs target
200% Click-to-call
vs target

18 qualified enquiries in month one

8 form submissions + 10 click-to-call taps · ~£35 cost per lead · £210 ad spend. Local SEO was the top lead source.

D2 Joinery · Joinery & Fire Doors Month one

The Results

  • 18 enquiries. 8 form submissions and 10 click-to-call enquiries, against a target of 5 of each, 160% and 200% of target in month one.
  • About £35 per lead from paid search. £210 of Google Ads produced 6 tracked conversions from 98 clicks at a 5.51% click-through rate, strong for competitive local trade terms.
  • Local SEO already the top lead source. Even in month one, organic search drove more key events than any other channel, ranking for local fire-door and joinery searches alongside brand terms. The free pipeline is already building.
  • Leads from every channel. Organic search, paid search, direct and even AI Assistant all contributed, a healthy, diversified start.

In just four weeks, D2 went from having a website that had never generated an enquiry to receiving 18 qualified leads through its new online presence. Traffic came in just under the first-month target (187 sessions vs 200), but converted better than expected.

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