Inbound Marketing & Sales Development Inspiration

Case Study: Digital Strategy for an Industrial Services Company

Posted November 18, 2021
2 minute read


Conexus, a building automation system provider, partnered with WebStrategies in March of 2020, a time when businesses were turning more to digital marketing as a means to attract leads. The company had previously gotten leads from referrals and sales cold calls but hadn't implemented any digital tactics.

WebStrategies strategized and executed a multi-pronged digital approach to bring qualified leads in for the company as quickly as possible. 

Our strategy revolved around several key pillars:

  • Local and onsite SEO
  • Website optimization
  • Digital advertising 
  • Enhanced reported

The execution of these plans included new pages for each of the company's building automation system services, ad campaigns on Google, Bing, and LinkedIn, and a highly detailed method of tracking leads to their sources. Additionally, the Conexus website was restructured for a better user experience. 


Digital advertising has proven to be an effective marketing tactic for the business. Paid traffic has more than doubled since Conexus began running digital advertising. Multiple quotes have resulted from Bing advertising, including a $22K job that was quoted shortly after the Bing campaign’s launch. 

Conexus also secured the number one organic spot for the term "building automation systems" in their area on Google. Organic traffic to the website is up 132% year over year. 

What is most important to Conexus is proven ROI, which we can now see through our enhanced tracking. The company has quoted $500,000 in business from online leads since partnering with us about 20 months ago, compared to previously not generating online leads at all. 

See the full case study

Interested in learning more about digital marketing for industrial services? Check out our Industrial Services Marketing Resources page.

Topics Case Studies, Industrial Services Marketing

Carrie Dedrick has over seven years of experience in the digital marketing space. A writer at heart, Carrie spent a significant portion of her career as an editor of a website with an audience of over 2 million people, responsible for copywriting, editing, content strategy, and organic social media. Though she started out at WebStrategies in 2019 as a client success manager, Carrie particularly enjoys her new role behind-the-scenes supporting marketing and sales initiatives through the inbound approach. A proud alumna of Bridgewater College, she earned her B.A. in Communication Studies and English in 2012.

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