How a WA steel framing manufacturer doubled its monthly leads
Fixing a broken lead form, launching Meta lead campaigns builders actually respond to, and rebuilding the website pages buyers search for.
The challenge
Our client manufactures steel frames, trusses and battens for the Western Australian building market. Its buyers are builders and owner-builders who compare suppliers carefully before ordering.
Soon after we took over from the previous agency, we found the website’s lead form had been quietly disconnected, so leads simply weren’t arriving. Search visibility was steady but unremarkable for a manufacturer that needs builders to find it.
The game plan
Fix the leaks first
The website's lead form had been quietly disconnected, so leads weren't arriving. Reconnecting it and recovering the missed leads came before any campaign.
Lead campaigns builders respond to
Meta lead campaigns built on real project stories, with qualifying questions to filter out time-wasters, plus a $50-a-day Google search campaign for suppliers and manufacturers.
Show the work on the website
Landing pages for steel frame and two-storey homes, a case study hub of finished builds, and rebuilt pages for trusses, battens and wall frames.
Tidy the technical signals
A citation build-out, sitemap and indexing fixes in Search Console, and LocalBusiness schema so Google understands the business properly.
Rolling out the strategy
The first few weeks went into the basics. We reconnected the lead form and pulled together the leads that had gone missing so the team could follow them up. At the same time, the Meta campaign went live using stories from the client’s own builds, with a few qualifying questions on the lead form so the business spent less time on people who were never going to order. A Google search campaign ran alongside it, aimed at builders searching for steel frame suppliers and manufacturers.
With paid leads flowing, the focus moved to the website. New landing pages for steel frame homes, two-storey homes and suppliers went live, followed by a case study hub showing a childcare centre, a residence and a multi-residential build. Those pages also did double duty in retargeting, so anyone who had seen an ad could see finished projects. Over the following two months we rebuilt the core product pages for roof trusses, battens and wall frames, refreshed most of the existing blog content and cleaned up the technical side so Google could crawl and understand the site properly.
The order mattered. Fixing the form first meant every dollar spent on Meta afterwards turned into leads the team could actually see, and the case study pages gave builders the proof they look for before committing to a supplier.
The results
More than double the leads
Monthly leads from Meta went from 23 in the month before the campaign to 50 in the first month and 69 in the second, and held there. Across the first three months the campaign brought in more than 170 leads at about $23 each, while the Google search campaign added another 34, mostly from builders looking for suppliers and manufacturers.
Stronger rankings across the product range
As the rebuilt product pages went live, the site’s visibility across 150 tracked steel framing searches grew by more than half in ten weeks, and the number of keywords in Google’s top three doubled from 7 to 15. The roof batten pages were the standout: that group of keywords, searched more than 6,000 times a month, went from none on page one to five, including “steel battens” (41st to 6th) and “steel roof battens” (15th to 9th).
New product pages, straight onto page one
Within ten weeks “steel frame home construction” went from 78th to #1, “steel battens” from 41st to 6th and “steel frame suppliers” from 16th to 6th. New pages for steel wall frames and roofing battens went straight into the top 10 for searches made hundreds of times a month.
We plugged the leaking lead form, put real project stories in front of builders on Meta and rebuilt the pages they search for. Monthly leads more than doubled inside two months.
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