Case study · Carpenters · New Zealand
Builder & Carpenter Case Study New Zealand: +100% Leads
How a 4-person carpentry and joinery firm in Christchurch grew quote requests 100% and cut cost per lead 38% in 6 months with SEO, LinkedIn Outreach and Web Development.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Carpenters · New Zealand
Carpentry
A 4-person carpentry and joinery firm based in Christchurch, serving the wider Christchurch area and focused on decks and outdoor living, plus renovations. Before working with us, 60% of enquiries came through Builderscrack 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
+100%
Cost per lead
-38%
Marketing-sourced revenue
+151%
Return on marketing spend
11.3x
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 (deck and outdoor work peaks in 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 SEO, Prospect Outreach (LinkedIn Sales Navigator) and Website Development, the three channels with the best cost per project for carpentry and joinery businesses in Christchurch. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
See our builder & carpenter marketing service in New Zealand
What we did
The technical work behind the numbers, service by service.
Service 1
SEO
- Technical audit and fixes: 212 crawl errors removed, mobile Largest Contentful Paint cut from 6.0s to 2.3s and indexing issues resolved.
- Built 11 dedicated service pages for high-value work such as decks and outdoor living and renovations, each targeting one search intent.
- Added LocalBusiness, Service and FAQPage schema and rebuilt internal linking between services, locations and guides.
- Earned 38 links from local news, suppliers, associations and community sites instead of low-quality link packages.
Service 2
Prospect Outreach (LinkedIn Sales Navigator)
- Defined the ideal customer profile and built 484 target accounts in LinkedIn Sales Navigator: builders, interior designers, architects and fit-out firms.
- Saved lead searches with alerts for job changes, new projects and company growth, so outreach starts with a real reason to talk.
- Ran a 6-step manual sequence from the owner's profile: personalised connection note, value message, case study and a meeting request, within LinkedIn's weekly limits.
- Logged every conversation in the CRM and handed warm replies to the owner with account notes before each call.
Service 3
Website Development
- Designed and built a new 46-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 83 completed jobs.
- Hit a mobile Lighthouse performance score of 96 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.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Quote requests per month | 17 | 34 | +100% |
| Cost per lead | NZ$159 | NZ$98 | -38% |
| Cost per project | NZ$576 | NZ$282 | -51% |
| Lead-to-job rate | 28% | 35% | +7 pts |
| Website conversion rate | 3.4% | 7.2% | +116% |
| Marketing-sourced revenue / month | NZ$28k | NZ$69k | +151% |
| Share of leads from paid directories | 60% | 14% | -46 pts |
| Organic sessions / month | 1,802 | 5,641 | +213% |
| Sales meetings booked / month | 0 | 16 | new channel |
| Mobile page load time | 6.0s | 2.3s | -62% |
Lead growth
Quote requests per month
Marketing-sourced revenue went from NZ$28k to NZ$69k a month, measured from booked projects in the CRM.
Optimisations That Moved The Numbers
- 01
Consolidating 19 overlapping pages that competed for the same keyword doubled the surviving page's clicks.
- 02
Rewriting title tags around price and location intent raised organic click-through rate from 2.6% to 4.8%.
- 03
Personalised connection notes reached a 35% acceptance rate, and 26% of new connections replied.
- 04
The new site's conversion rate is 2.3x the old site's, on the same 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 SEO, LinkedIn Outreach and Web Development.
Weeks 3 to 6
Build and launch
SEO, LinkedIn Outreach and Web Development live for decks and outdoor living, plus 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 Queenstown 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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