Werner Goossens has been building and renovating in the Flemish Ardennes for more than 30 years. He asked for more visitors to his website, and he did need them: no visitors, no enquiries. But the analysis showed that more traffic on its own wasn’t enough. No conversions were set up, local visibility was missing, and a market segment with no competition in his region was still open. Here’s what Cocoon Productions did about it.
The baseline measurement over twelve months showed no growth in visitor numbers. January and March peak, summer goes quiet. More traffic on its own wouldn’t change that pattern.
Not more visitors, but more project enquiries: real, qualified leads we can measure as conversions.
1No conversions were set upRead more
The stats counted visitors, but not enquiries. No form, no click on the phone number, no click on the email address. That way you measure traffic instead of revenue.
2Local visibility was missingRead more
There was no page per town, and some of the visitors came from outside the area he works in. Anyone searching for “contractor Zottegem” or “renovation Geraardsbergen” didn’t find Bouwwerken Goossens.
3A market segment with no competition was still openRead more
A target group with growing demand for renovation that no contractor in the region was focusing on yet. Which group it is stays between us and Bouwwerken Goossens.
Pick a step to see what went into it.
A questionnaire and conversations about his projects, the area he works in and where he wants to take the business.
- A growth strategy aimed at project enquiries, not visitors
- A set number of project enquiries as the goal, within an agreed timeframe
- Two target groups chosen, each with its own approach
Which segments suit Bouwwerken Goossens, where the demand is and who’s already active in the region.
- Segments from groundworks and structural shell work to apartment buildings and asbestos removal
- A target group with no local competition
- Channels chosen by the value of the projects they bring in
Twelve months of stats from Matomo, an inventory of every page and a video recording of the old site for reference.
- The conversion leak between the homepage and the quote request
- Missing conversion goals and traffic source data
- A seasonal pattern that drives the content plan
A new URL structure per service and per town, with titles and descriptions for each page.
- 18 town pages and an overview of the area he covers
- Service pages for new builds, renovation, structural shell work and construction work
- Internal links from service to town and to reference projects
Content built around the specific questions customers ask, whether they ask ChatGPT or Google.
- Short, clear answers to specific questions
- FAQs for each service
- Structured data for references and projects
Pages, town pages, blog posts and FAQs, written as Werner in the first person, with no trade jargon.
- 9 blog posts on real customer questions
- A projects page with filters by type of work and town
- An interactive infographic on the homepage
Everything put straight into WordPress, tested on desktop and smartphone, and every text checked before publishing.
- A new main menu and a services bar that scrolls with you
- Every link on the site checked and fixed
- Tested on desktop and smartphone before publishing
Same project, same steps, same result. The difference is the time it takes.
That’s how many times more hours the same project takes at a traditional agency.
How do we get to 200 to 280 hours?
An estimate based on typical time per task at an agency with a strategist, a copywriter and a web developer. Not a quote from any specific agency.
Four sides of the same project. Click a card.
Werner spent his time on a questionnaire, a few conversations, photos and his sign-off. Cocoon Productions took care of the rest: the analysis, the strategy, every text and putting it all into WordPress.
Nobody has to start from scratch for new content. The agent and the design system are ready, so a new project or article doesn’t need a new briefing.
The goal isn’t more visitors, but a set number of project enquiries within an agreed timeframe. That’s why the strategy starts with measurement: what counts as an enquiry. Local visibility comes next, and only then the move into the new target group.
Every text starts from what Bouwwerken Goossens really does and how Werner works: a quote line by line, a handover date he sets together with the client, payment per finished phase. No empty promises, no trade jargon.
Fixed writing rules protect the quality: first person for Werner, the polite form of address for the reader, concrete language and the full company name.
The logo got a calmer layout with the name on one line, and every brand colour got a fixed use. The same style now appears on the website and on the printed business cards.
#2B4162
#416CAA
#D7B477
#385F71
#EEF1F4
#FFFFFF
Above the fold: who Werner is, where he works, and an infographic that shows in six steps how a building project runs.
The four commitments Werner makes to every client, each with a link to the explanation.
On a smartphone, the services bar slides to the side and long words break in the right place.
The site is the part you can see. Bouwwerken Goossens also keeps two working tools for all the content still to come.
Cocoon Productions built a custom agent that knows what the company stands for and how Werner talks.
- Knows the services, the area covered and the way of working
- Writes as Werner in the first person and addresses the reader formally
- Follows fixed rules for SEO, metadata and FAQs
- Delivers texts ready for review and publishing
A design system is the house style broken into building blocks: fixed colours, fonts, buttons and blocks. That way every new page automatically follows the Bouwwerken Goossens style.
- Fixed colours, fonts and buttons
- Reusable blocks such as cards, infographics and FAQs
- The same house style on the site, the business cards and ads
I’ll look at your site and your region, and tell you where the opportunities are.
Sofie Callebaut
Customer Experience & Content Manager, Cocoon Productions