Case study · Carpenters · Ireland
Carpenter Case Study Ireland: +112% Leads
How a 4-person carpentry and joinery firm in Limerick grew quote requests 112% and cut cost per lead 51% in 6 months with Web Development and LinkedIn Outreach.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Carpenters · Ireland
Carpentry
A 4-person carpentry and joinery firm based in Limerick, serving the wider Limerick area and focused on fitted wardrobes and kitchen fitting. Before working with us, 60% of enquiries came through trade directories 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
+112%
Cost per lead
-51%
Marketing-sourced revenue
+174%
Return on marketing spend
17.9x
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 (interior projects peak in autumn and early spring) was not being planned for, so budget ran out when demand was highest.
The approach
Two services, one goal
We focused on Website Development and Prospect Outreach (LinkedIn Sales Navigator), the two channels with the best cost per project for carpentry and joinery businesses in Limerick. 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- Designed and built a new 47-page website on a fast, lightweight stack, replacing an outdated template site.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 63 completed jobs.
- Hit a mobile Lighthouse performance score of 91 with compressed images, no page builder bloat and a load time of 1.6s.
- 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
Prospect Outreach (LinkedIn Sales Navigator)
- Defined the ideal customer profile and built 346 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.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Quote requests per month | 24 | 51 | +112% |
| Cost per lead | €66 | €33 | -51% |
| Cost per project | €253 | €97 | -62% |
| Lead-to-job rate | 26% | 34% | +8 pts |
| Website conversion rate | 3.5% | 7.4% | +109% |
| Marketing-sourced revenue / month | €20k | €55k | +174% |
| Share of leads from paid directories | 60% | 20% | -40 pts |
| Mobile page load time | 4.5s | 1.6s | -64% |
| Sales meetings booked / month | 0 | 11 | new channel |
Lead growth
Quote requests per month
Marketing-sourced revenue went from €20k to €55k a month, measured from booked projects in the CRM.
Optimisations That Moved The Numbers
- 01
The new site's conversion rate is 2.9x the old site's, on the same traffic.
- 02
Project gallery pages became the most visited pages on the site and appear in 26% of converting sessions.
- 03
Personalised connection notes reached a 38% acceptance rate, and 23% of new connections replied.
- 04
Sales Navigator outreach booked 11 meetings a month with builders and designers, leading to 4 new commercial accounts in six months.
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 and LinkedIn Outreach.
Weeks 3 to 6
Build and launch
Web Development and LinkedIn Outreach live for fitted wardrobes and kitchen fitting.
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 Kildare 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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