Written by: A case study explaining how a steel framing business improved lead generation by restructuring its website, fixing keyword cannibalisation, creating dedicated landing pages, improving conversion tracking, and combining Google Ads with Facebook Ads. The article also highlights competitor research, project case studies, and sustainability messaging as part of a long-term digital marketing strategy.
In my years of experience managing digital marketing campaigns, especially for businesses in niche industries like steel framing, I’ve developed a playbook that helps businesses improve their online presence, increase conversions, and maximise their marketing spend. I’ve had the privilege of working with clients in this space for several years, and the lessons I’ve learned can significantly improve a business’s digital marketing strategy.
I want to share a case study from a recent client in the steel framing industry. They came to me with a significant Google Ads budget but no clear structure or tracking to ensure its success. Their website was spread across a vast number of pages, many of which targeted the same keywords. The result? They were competing against themselves in Google’s rankings, making it difficult to measure the ROI of their campaigns.
Structuring Landing Pages for Maximum Conversion
One of the first changes I recommend to any client in this scenario is to build dedicated landing pages for each unique service or key term. Whether you’re talking about steel framing in Sydney or Brisbane, your page must speak directly to the search intent. Without unique, tailored landing pages, you’re sending potential clients to a general homepage, which may have a lower chance of converting.
Once we created specific landing pages targeting unique keywords like “steel framing Sydney” or “roof trusses,” we could more effectively track the success of each page. This is where setting up unique tracking numbers for calls and forms really makes a difference. This allows me to pinpoint exactly what’s driving conversions so we can fine-tune the marketing efforts going forward.
The Power of Competitor Analysis
Even though I’m very familiar with the steel framing space, things are always changing, particularly with Google’s ever-evolving search algorithm. This is why competitor analysis is so crucial. I can use tools like Ahrefs and SEMrush to evaluate what competitors are doing right and discover keyword opportunities that may have slipped under the radar.
For instance, some of the top-performing competitors in this industry had cleverly targeted niche terms that I hadn’t initially thought of. This is valuable insight because it allows me to refine my approach and introduce new keywords that drive the right traffic. Another thing I noticed from the competitor analysis was the use of specific project case studies to showcase expertise, something I knew would add value to the campaign.
Addressing Keyword Cannibalisation
Keyword cannibalisation is common, especially with clients eager to rank for certain terms. In this case, the website had multiple pages targeting the same keyword-” steel framing.” Each page competed against the other, hurting SEO performance and leading to a poor user experience.
To fix this, we rebuilt the site’s structure to ensure each page had its targeted keyword. This reduced the confusion and made the website more user-friendly, all while improving its SEO performance. We improved the website’s search engine rankings by consolidating duplicate pages and redirecting them correctly.
Leveraging Media and Case Studies
One thing that set this client apart from others in the industry was their investment in high-quality media. Few competitors had drone footage from several large-scale projects. I saw a huge opportunity to leverage this content as part of a comprehensive case study strategy.
By creating detailed project pages showcasing each project’s scope, video interviews with the project managers, and images of the finished work, we built trust with potential customers. Media like this enhances SEO and provides social proof of your expertise and reliability. A beautifully shot project video or a drone overview of a job site tells a potential client more about your work than words alone can.
These case study pages became powerful marketing tools, as they not only attracted traffic but also helped convert visitors by highlighting real-world examples of success. Every time a prospective client visited these pages, they could see the quality of the work, which significantly boosted their confidence in choosing our client.
Google Ads and Facebook Ads: A Dual Approach
With the landing pages in place and the site structure cleaned up, we moved on to paid advertising. The client already had a decent budget for Google Ads, but we needed to fine-tune it to ensure we were getting the most out of their spend. By directing traffic to specific landing pages, we could more effectively track conversions and ROI.
While Google Ads continued to drive targeted traffic, I recommended incorporating Facebook Ads into the strategy. Even though Facebook ads might not be as direct in terms of conversion as Google ads, the high-quality media we had on hand made engaging ads that could reach a broader audience. We used Facebook to retarget users who clicked on the Google Ads but didn’t convert immediately, keeping our client’s brand in mind for future projects.
In this industry, it’s crucial to understand that a single channel won’t always deliver the best results. Diversifying your traffic sources helps increase brand visibility and ensures robust marketing efforts. Facebook ads worked great in this instance because the visuals from the client’s projects made for captivating ads that grabbed attention.
Sustainability and Long-Term Strategy
One thing that’s becoming increasingly important in the steel framing industry is sustainability. Many businesses in the sector are now focused on reducing their carbon footprint and embracing sustainable building practices. I’ve found that integrating sustainability into the client’s messaging not only aligns with global industry trends but also appeals to a growing segment of environmentally-conscious customers.
I always encourage clients to communicate their sustainability efforts. Whether through the materials used, energy-efficient building practices, or reducing waste, these elements can serve as key selling points in your marketing materials. Sustainability is no longer a “nice-to-have” but a “must-have” for many customers today.
Wrapping Up
This client significantly improved their lead generation and conversion rates by following these strategies: building targeted landing pages, conducting thorough keyword research, addressing keyword cannibalisation, leveraging media, and diversifying traffic sources. It’s a tried-and-true approach I’ve used with over a thousand clients, and it works.
Ultimately, whether you’re working with a steel framing business, a local builder, or a completely different industry, the principles of digital marketing remain the same. It’s about understanding the customer’s journey, creating the right content, and ensuring that every aspect of your website and ads is designed to guide visitors toward taking action.
By continuously analysing, adapting, and improving, you can keep your marketing efforts ahead of the competition and see measurable results over time.
