Case study · Construction Companies · Netherlands
Construction Case Study Netherlands: +100% Leads
How a construction firm with 6 site teams in Utrecht grew project enquiries 100% and cut cost per lead 45% in 6 months with GEO, Web Development and Content.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Construction Companies · Netherlands
Construction
A construction firm with 6 site teams based in Utrecht, serving the wider Utrecht area and focused on extensions and complete renovations. Before working with us, 73% 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 project enquiries, a lower cost per contract and a pipeline the owner controls.
Results After 6 Months
Leads per month
+100%
Cost per lead
-45%
Marketing-sourced revenue
+136%
Return on marketing spend
13.7x
The challenge
Where the business was stuck
- Construction projects have long sales cycles and multiple decision-makers, so a single ad click rarely becomes a contract.
- Tender portals and referrals dominate, leaving little direct control over the pipeline.
- Many construction firms have impressive projects but a website that doesn't show them.
- Peak season (planning enquiries peak early in the year, with building activity through spring and summer) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on GEO (Generative Engine Optimisation), Website Development and Content Marketing, the three channels with the best cost per contract for construction firms in Utrecht. 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
GEO (Generative Engine Optimisation)
- Created a consistent entity profile: the same business facts across the website, Google Business Profile, directories, LinkedIn and review sites.
- Published 56 citation-ready answers on costs, timelines, regulations and brands, written in the formats ChatGPT, Gemini and Perplexity quote.
- Earned mentions on 23 trusted third-party sites (industry bodies, local news, comparison articles) that AI models draw from.
- Tracked 40 buyer prompts across ChatGPT, Perplexity, Gemini and Google AI Overviews every month to measure citations and share of voice.
Service 2
Website Development
- Designed and built a new 28-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 75 completed jobs.
- Hit a mobile Lighthouse performance score of 95 with compressed images, no page builder bloat and a load time of 2.3s.
- 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 3
Content Marketing
- Built a content plan of 15 articles around cost, comparison and how-to questions for extensions and complete renovations.
- Produced 18 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 116 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 |
|---|---|---|---|
| Project enquiries per month | 14 | 28 | +100% |
| Cost per lead | €366 | €201 | -45% |
| Cost per contract | €8,799 | €4,090 | -54% |
| Lead-to-job rate | 4% | 5% | +1 pts |
| Website conversion rate | 2.6% | 4.7% | +85% |
| Marketing-sourced revenue / month | €41k | €97k | +136% |
| Share of leads from paid directories | 73% | 18% | -55 pts |
| AI answer citations (tracked prompts) | 2 of 40 | 17 of 40 | +15 |
| Mobile page load time | 6.8s | 2.3s | -66% |
| Organic visits to guides / month | 154 | 5,234 | new channel |
Lead growth
Project enquiries per month
Marketing-sourced revenue went from €41k to €97k a month, measured from booked contracts in the CRM.
Optimisations That Moved The Numbers
- 01
The business is now cited in 17 of 40 tracked AI prompts, up from 2.
- 02
AI assistants started sending referral visits within 5 weeks, and those visitors convert 32% better than average.
- 03
The new site's conversion rate is 2.3x the old site's, on the same traffic.
- 04
The top 9 articles now rank on page one and send readers to quote forms at a 15% 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 GEO, Web Development and Content.
Weeks 3 to 6
Build and launch
GEO, Web Development and Content live for extensions and complete renovations.
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 Eindhoven 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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