Overview
Engineered a digital path from equipment search to local sales inquiry for a European equipment-rental company, replacing an unreliable measurement foundation with mapped customer journeys, a working reservation prototype and CRM-ready marketing automation.
Who This Is For
European equipment rental companies, industrial services businesses, or B2B service organisations selling technical products to customers - especially smaller businesses - who don't always know which product or equipment they need, and whose website analytics and conversion tracking don't reliably show what's working.
The Challenge
The company wanted to generate more sales opportunities through digital channels, particularly among smaller businesses that did not always know which equipment they needed. Its website contained extensive product information, but the journey from an initial search to a concrete rental inquiry was difficult. Customers were expected to understand technical product categories, prices were not always transparent, and digital inquiries did not consistently capture the product, task and location information needed for effective follow-up. The company also lacked a dependable measurement foundation. Its analytics configuration did not provide a reliable historical view of customer behaviour or a clear picture of the paths that led to conversion.
What We Propose
Digital Sales Operation Analysis - Analysed the company's digital sales operation across website journeys, campaigns, organic and paid search, content, analytics and local fulfilment, including customer-journey mapping, segmentation, competitor/SEO/paid-search analysis and marketing-qualified lead criteria. Analytics & Tracking Remediation - Corrected the analytics implementation and configured measurement for the sales funnel, site search, mobile behaviour, landing-page performance and internal traffic, connecting Search Console data to show how search demand translated into visits and conversions. Task-Based Conversion Flow - Designed a campaign and reservation concept letting less-experienced customers describe their task in everyday language and receive a manageable selection of suitable products: search or campaign response → task-based landing page → suitable product selection → product and location capture → qualified reservation request → local customer centre. Reservation & Web Form Design - Web forms redesigned to capture useful commercial context and route each request to the appropriate local team, with related-product recommendations to help customers assemble everything needed for the task. Modular Content Model - A modular content model letting campaign pages align closely with organic search terms and paid-search groups while staying reusable across products, campaigns and markets. Behavioural Marketing Automation - Follow-up sequences triggered by product-category interest, newsletter registration, content downloads, new-account creation, repeat visits, reservations and advance-booking eligibility, feeding lead scoring and CRM follow-up.
Why It Matters
A working measurement foundation - Reliable sales-funnel and landing-page measurement, and visibility into search behaviour and conversion pathways, replacing an incomplete view of website performance. Mapped, priority customer journeys - Defined customer journeys for priority product categories, plus a functional online reservation prototype. Better-qualified inquiries - Clearer criteria for capturing and routing sales inquiries, so local customer centres could act on them directly. A reusable, scalable model - A repeatable campaign landing-page model and a roadmap for CRM-connected marketing automation, rather than a one-off project.
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