Project Story · Sports surface / court construction materials (B2B supplier)
B2B Sports Court Construction Materials
A B2B supplier of materials for building and maintaining tennis courts, basketball courts, and other sports surfaces needed stronger search visibility and a better system for turning technical product interest into qualified sales opportunities.
Engagement snapshot
- Business model
- B2B (construction materials supplier)
- Industry
- Sports surface / court construction materials (B2B supplier)
- Work performed
- A conversion-focused website design, developed with partner agencies, paired with improved SEO and service discovery, lead-generation experiences connected to the CRM, landing pages for construction materials, downloadable product and material catalogs, and clearer paths connecting prospects to sales.
- Capabilities
- Conversion Optimization, Ecommerce Optimization
Business context
Sports surface / court construction materials (B2B supplier) · B2B (construction materials supplier) · Mid-Market.
The business problem
Lead Generation
A B2B supplier of materials for building and maintaining tennis courts, basketball courts, and other sports surfaces needed stronger search visibility and a better system for turning technical product interest into qualified sales opportunities.
The decision we made
Turn Technical Interest Into a Qualified Conversation
Turning technical product interest into qualified sales opportunities through stronger search visibility, landing pages, and CRM-connected lead paths
What changed
A conversion-focused website design, developed with partner agencies, paired with improved SEO and service discovery, lead-generation experiences connected to the CRM, landing pages for construction materials, downloadable product and material catalogs, and clearer paths connecting prospects to sales.
Observed outcome
Turning technical product interest into qualified sales opportunities through stronger search visibility, landing pages, and CRM-connected lead paths
What this teaches
A B2B sports-surface materials supplier didn't need more traffic. It needed a system that could tell technical product interest (a contractor researching court materials) apart from a qualified sales opportunity, and route it into the CRM accordingly.
How we would apply AI today
Today, AI would accelerate the conversion optimization work behind this engagement: synthesizing evidence about the lead generation pattern faster, drafting audience-specific page and message variants for review, and learning from what visitors actually do so the next iteration is better-informed. Expert judgment still decides what to test and what the evidence actually means; AI speeds up the work, it doesn't replace the decision.
Who this fits
This approach is useful when:
- B2B suppliers of technical, specification-heavy construction or industrial materials competing on search visibility
- Businesses whose sales team needs prospects pre-qualified before a conversation, not just more inbound volume