Case study · Construction Companies · New Zealand
Construction Case Study New Zealand: +113% Leads
How a construction firm with 6 site teams in Christchurch grew project enquiries 113% and cut cost per lead 40% in 6 months with Content, Web Development and SEO.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Construction Companies · New Zealand
Construction
A construction firm with 6 site teams based in Christchurch, serving the wider Christchurch area and focused on new homes and townhouses, plus commercial buildings. Before working with us, 56% 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 project enquiries, a lower cost per contract and a pipeline the owner controls.
Results After 6 Months
Leads per month
+113%
Cost per lead
-40%
Marketing-sourced revenue
+168%
Return on marketing spend
18.1x
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 (enquiries are steady) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on Content Marketing, Website Development and SEO, the three channels with the best cost per contract for construction firms 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.
What we did
The technical work behind the numbers, service by service.
Service 1
Content Marketing
- Built a content plan of 22 articles around cost, comparison and how-to questions for new homes and townhouses and commercial buildings.
- Produced 21 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 99 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.
Service 2
Website Development
- Designed and built a new 37-page website on a fast, lightweight stack, replacing an outdated template site.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 2.0s.
- 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
SEO
- Technical audit and fixes: 294 crawl errors removed, mobile Largest Contentful Paint cut from 4.7s to 2.0s and indexing issues resolved.
- Built 14 dedicated service pages for high-value work such as new homes and townhouses and commercial buildings, each targeting one search intent.
- Added LocalBusiness, Service and FAQPage schema and rebuilt internal linking between services, locations and guides.
- Earned 25 links from local news, suppliers, associations and community sites instead of low-quality link packages.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Project enquiries per month | 15 | 32 | +113% |
| Cost per lead | NZ$444 | NZ$265 | -40% |
| Cost per contract | NZ$10,365 | NZ$4,924 | -52% |
| Lead-to-job rate | 4% | 5% | +1 pts |
| Website conversion rate | 3.0% | 6.0% | +102% |
| Marketing-sourced revenue / month | NZ$78k | NZ$209k | +168% |
| Share of leads from paid directories | 56% | 18% | -38 pts |
| Organic visits to guides / month | 264 | 2,261 | new channel |
| Mobile page load time | 4.7s | 2.0s | -57% |
| Organic sessions / month | 1,448 | 3,564 | +146% |
Lead growth
Project enquiries per month
Marketing-sourced revenue went from NZ$78k to NZ$209k a month, measured from booked contracts in the CRM.
Optimisations That Moved The Numbers
- 01
The top 14 articles now rank on page one and send readers to quote forms at a 16% higher rate than other traffic.
- 02
The buyer guide lead magnet added 99 nurture leads a month, with 11% converting within 90 days.
- 03
The new site's conversion rate is 1.9x the old site's, on the same traffic.
- 04
Consolidating 8 overlapping pages that competed for the same keyword doubled the surviving page's clicks.
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 Content, Web Development and SEO.
Weeks 3 to 6
Build and launch
Content, Web Development and SEO live for new homes and townhouses, plus commercial buildings.
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 Hamilton 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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