Case study · Carpenters · Netherlands
Carpenter Case Study Netherlands: +150% Leads
How a 9-person carpentry and joinery firm in Eindhoven grew quote requests 150% and cut cost per lead 46% in 6 months with Web Development, SEO and Content.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Carpenters · Netherlands
Carpentry
A 9-person carpentry and joinery firm based in Eindhoven, serving the wider Eindhoven area and focused on dormers, plus custom wardrobes and interior joinery. Before working with us, 74% of enquiries came through Werkspot and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive quote requests, a lower cost per project and a pipeline the owner controls.
Results After 6 Months
Leads per month
+150%
Cost per lead
-46%
Marketing-sourced revenue
+226%
Return on marketing spend
8.8x
The challenge
Where the business was stuck
- Carpentry covers everything from small repairs to custom joinery, and generic marketing attracts the low-value end.
- Quality craftsmanship is hard to show on a basic website, so buyers compare on price instead.
- Many carpenters depend on builders for work, leaving them exposed when a builder's pipeline slows down.
- Peak season (outdoor and dormer work peaks from spring to autumn; interior joinery is steadier through winter) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on Website Development, SEO and Content Marketing, the three channels with the best cost per project for carpentry and joinery businesses in Eindhoven. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
Website Development
- Designed and built a new 30-page website on a fast, lightweight stack, replacing an outdated template site.
- Structured the site around services, locations and projects, with a filterable project gallery of 76 completed jobs.
- Hit a mobile Lighthouse performance score of 98 with compressed images, no page builder bloat and a load time of 2.2s.
- Set up 301 redirects for every old URL so no rankings were lost in the move, and connected GA4, Search Console and call tracking.
Service 2
SEO
- Technical audit and fixes: 199 crawl errors removed, mobile Largest Contentful Paint cut from 5.7s to 2.2s and indexing issues resolved.
- Built 11 dedicated service pages for high-value work such as dormers and custom wardrobes and interior joinery, each targeting one search intent.
- Added LocalBusiness, Service and FAQPage schema and rebuilt internal linking between services, locations and guides.
- Earned 14 links from local news, suppliers, associations and community sites instead of low-quality link packages.
Service 3
Content Marketing
- Built a content plan of 22 articles around cost, comparison and how-to questions for dormers and custom wardrobes and interior joinery.
- Produced 26 short videos from real jobs and repurposed them for the website, Google Business Profile, YouTube and social.
- Created a downloadable buyer guide as a lead magnet, capturing 143 email leads a month for follow-up.
- Linked every article to the matching service page and quote form, so readers move from research to enquiry.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Quote requests per month | 16 | 40 | +150% |
| Cost per lead | €130 | €70 | -46% |
| Cost per project | €500 | €208 | -59% |
| Lead-to-job rate | 26% | 34% | +8 pts |
| Website conversion rate | 2.7% | 5.0% | +85% |
| Marketing-sourced revenue / month | €12k | €40k | +226% |
| Share of leads from paid directories | 74% | 16% | -58 pts |
| Mobile page load time | 5.7s | 2.2s | -61% |
| Organic sessions / month | 1,658 | 5,681 | +243% |
| Organic visits to guides / month | 66 | 3,158 | new channel |
Lead growth
Quote requests per month
Marketing-sourced revenue went from €12k to €40k a month, measured from booked projects in the CRM.
Optimisations That Moved The Numbers
- 01
The new site's conversion rate is 2.6x the old site's, on the same traffic.
- 02
Project gallery pages became the most visited pages on the site and appear in 23% of converting sessions.
- 03
Consolidating 17 overlapping pages that competed for the same keyword doubled the surviving page's clicks.
- 04
The top 14 articles now rank on page one and send readers to quote forms at a 23% higher rate than other traffic.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering Web Development, SEO and Content.
Weeks 3 to 6
Build and launch
Web Development, SEO and Content live for dormers, plus custom wardrobes and interior joinery.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Tilburg and nearby areas, plus new services with proven demand.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.
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