Less wasted spend. More of the right enquiries.

The client

JLA Joinery is a long-established, family-run business based in Chichester. Their skilled team creates bespoke staircases, windows, doors and made-to-measure joinery for homeowners across West Sussex and the surrounding areas.

The quality of JLA’s work was already exceptional. The challenge was making sure its digital marketing communicated that expertise and consistently attracted the right opportunities.

The challenge

After many years with the same agency, JLA Joinery approached us for a fresh perspective. Their website was attracting traffic, but too few visitors were turning into meaningful enquiries.

Broad content was drawing people from outside its service area, Google Ads was being guided by too many low-value conversion signals, and JLA’s specialist staircase expertise wasn’t prominent enough across search.

The goal wasn’t simply more traffic. It was more of the projects JLA genuinely wanted: staircase renovations, bespoke new staircases and high-quality joinery work in the right locations.

What we did

We brought SEO, AI SEO (GEO) and Google Ads together around a single commercial objective: helping the right homeowners discover, understand and choose JLA.

Search built around staircases

We made staircase renovation and bespoke staircase work central to the search strategy. Service pages, project case studies, location content and customer advice were strengthened and connected through clearer site structure and internal linking. Broad, unfocused content was replaced with useful answers to the questions homeowners actually ask when researching a staircase project.

Building visibility in AI search

The same work created the clarity and authority AI tools need. We strengthened the connections between JLA’s services, locations, completed projects and expert advice, and added clearer answers to common customer questions. This gave platforms such as ChatGPT stronger evidence to discover, understand and recommend the business.

More focused Google Ads

We rebuilt the paid strategy around intent, location and commercial value, with more focus on staircase searches across West Sussex, Surrey and Hampshire. We simplified conversion tracking so Google optimised towards two meaningful lead actions: completed enquiry forms and phone enquiries. A staircase guide captured people earlier in their research, tracked as a secondary conversion so it didn’t distract the campaigns.

The results (12 months)

• Organic search: completed enquiry forms from organic search up 50% year on year.
• AI visibility: measurable visits from ChatGPT up from 2 to 80, and completed enquiries from 0 to 10. That’s a 12.5% visit-to-enquiry rate: one in every eight ChatGPT visitors enquired.
• Google Ads: 118% more primary lead actions, 57% lower cost per lead and 7% lower overall ad spend, with 60% of budget focused on staircase searches.
• Overall: more than twice as many form and phone enquiries.

This wasn’t one isolated campaign change, and it wasn’t a quick fix. It was a year of focused, joined-up work across SEO, AI search, paid ads and tracking.