Case study · Carpenters · UK
Carpenter & Joiner Case Study UK: +129% Leads
How a 7-person carpentry and joinery firm in Bristol grew quote requests 129% and cut cost per lead 44% in 6 months with SEO and Web Development.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Carpenters · UK
Carpentry
A 7-person carpentry and joinery firm based in Bristol, serving the wider Bristol area and focused on fitted wardrobes and bespoke storage, plus alcove units and built-in furniture. Before working with us, 65% of enquiries came through Checkatrade 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
+129%
Cost per lead
-44%
Marketing-sourced revenue
+200%
Return on marketing spend
9.5x
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 (garden rooms and decking peak in spring and summer; interior joinery enquiries rise in autumn and january) was not being planned for, so budget ran out when demand was highest.
The approach
Two services, one goal
We focused on SEO and Website Development, the two channels with the best cost per project for carpentry and joinery businesses in Bristol. 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
SEO
- Technical audit and fixes: 140 crawl errors removed, mobile Largest Contentful Paint cut from 6.4s to 2.2s and indexing issues resolved.
- Built 9 dedicated service pages for high-value work such as fitted wardrobes and bespoke storage and alcove units and built-in furniture, 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 2
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 78 completed jobs.
- Hit a mobile Lighthouse performance score of 97 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.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Quote requests per month | 17 | 39 | +129% |
| Cost per lead | £104 | £59 | -44% |
| Cost per project | £395 | £170 | -57% |
| Lead-to-job rate | 26% | 35% | +8 pts |
| Website conversion rate | 2.5% | 5.5% | +118% |
| Marketing-sourced revenue / month | £11k | £34k | +200% |
| Share of leads from paid directories | 65% | 20% | -45 pts |
| Organic sessions / month | 783 | 2,732 | +249% |
| Mobile page load time | 6.4s | 2.2s | -66% |
Lead growth
Quote requests per month
Marketing-sourced revenue went from £11k to £34k a month, measured from booked projects in the CRM.
Optimisations That Moved The Numbers
- 01
Consolidating 10 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 2.0% to 4.9%.
- 03
The new site's conversion rate is 2.7x the old site's, on the same traffic.
- 04
Project gallery pages became the most visited pages on the site and appear in 17% of converting sessions.
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 and Web Development.
Weeks 3 to 6
Build and launch
SEO and Web Development live for fitted wardrobes and bespoke storage, plus alcove units and built-in furniture.
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 Glasgow 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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