Industrial Services Case Study

Building Automation System Company

Conexus, a building automation system provider, partnered with WebStrategies after a BAS supplier who we have worked with for several years referred them to our digital marketing services. 

Though the company had a long history of superior BAS installation, upgrades, maintenance, analytics, and systems integration, they were not actively leveraging digital marketing and weren’t generating leads from the Internet. Conexus operated primarily by getting leads from referrals due to their reputation for quality in the BAS space and from sales cold calls. 

The partnership between WebStrategies and Conexus was finalized in March of 2020, a time when businesses were turning more to digital as a means to attract leads. WebStrategies strategized and executed a multi-pronged approach to bring qualified leads in for the company as quickly as possible. 


For starters, WebStrategies focused on building a foundation for local SEO, so that their business would appear in local searches. Next, we turned our attention to the website. Because it wasn’t optimized for usability, it was restructured and enhanced with an intuitive header and footer. 

Simultaneously, digital advertising was key to the success of the digital marketing strategy. WebStrategies set up campaigns using Google paid search and display, as well as Bing and LinkedIn advertising, with the audience’s intent being considered for each campaign.

Measuring the success and tracking the ROI of our efforts was imperative so goal tracking was set up in Google Analytics. We also used call tracking and implemented a process for tracking leads to connect the lead with its source. 

Additionally, we built a Wordpress contact form for the website that integrated directly with the client’s CRM. This was an improvement over the previous system that submitted form responses to an email that had to be monitored by a member of the Conexus team or leads would be lost. 

After the initial digital marketing plans were executed, we continued our work to build out Conexus’ website by creating new pages that explain the different BAS services, systems, and products the business provides. All of the individual services, systems, and product pages now link to hub pages to follow best SEO practices, as well as improve the site 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 and it is significant to note that a $22K job was quoted shortly after the Bing campaign’s launch. 

Thanks to our dedicated local SEO efforts, they secured the number one organic spot for building automation systems in their area on Google. Additionally, 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. 

Organic traffic increased


year over year

Created opportunity to quote


in business to online leads in 20 months


Learn more about lead generation for industrial services companies

Do you need support in increasing your leads and conversion rates for your products and services? We specialize in helping industrial services companies develop a digital marketing strategy that produces measurable results to maximize your return on investment.

See more case studies and educational articles on our Industrial Services Marketing resources page.

About Webstrategies

WebStrategies exists to improve the personal success of our clients, grow their businesses, and turn them into raving fans. We do this through data-driven digital marketing services that drive and convert online visitors into leads and sales for our clients.

Learn more about our proven process.