Case study · Electrical contracting · Client unnamed
An ASP-certified electrical contractor running commercial and premium residential work across metropolitan Australia. Strong trade reputation, capable field team, and an office carrying the whole lead-to-job process by hand.
The client is not named at their request. Everything below is the architecture we designed and built; measurable performance is published once a full reporting period is complete.
Where the ops team was losing time
What the system does instead
What we built
A conversion-first site built around the two jobs that actually pay: commercial enquiries and high-value residential work. Service pages written for the searches their buyers really run, with quote requests captured as structured data rather than a plain contact form.
Search campaigns built on the job types worth winning, negatives to strip out job-seekers and DIY queries, call tracking and conversion actions wired to booked jobs — not to form loads.
The field system and the sales system finally talk. A new enquiry becomes a CRM opportunity with source, service type and location attached; when the job is created, scheduled or completed in the field app, the CRM stage moves with it. No double entry for the office.
Every enquiry is geocoded and matched against service areas and travel time, so out-of-area jobs are flagged before a technician is committed and quoting stays honest about drive time.
Quote sent, quote followed up, job booked, job complete, review request — each CRM stage fires the email or SMS that a person used to remember to send. Templates are the company's own voice, not generic automation copy.
Ad spend, enquiries, quotes, booked jobs and revenue in one view, so the question 'is the advertising working' has an answer instead of an opinion.
Why this transfers outside real estate
The category changes; the system does not. A developer's display suite and an electrical contractor's dispatch board have the same problem — leads arriving faster than a human can route them, and no honest line between spend and revenue. What we design is the path a lead takes through a business: where it lands, who owns it, what happens automatically at each stage, and what the owner sees at the end of the week.
We build only the parts that carry weight. No dashboards nobody opens, no workflow diagrams that impress in a proposal and rot in production.
Start with a paid working session. We map your lead path, your CRM stages and the handful of automations worth building first.