Find the gaps.
Before you spend
another pound.

Most businesses do not have one major problem. They have a series of smaller failures across enquiries, follow-up, CRM, reporting, handoff and process. We'll walk through them with you. Free. Then you decide what to do next.

Smaller failures across enquiries, CRM, reporting and process. We'll walk through them with you. Free.

Trusted by
NHS Birmingham City Council GSF Car Parts Binley Motor Services
5.0 on Google Reviews
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1,000+

Clients Served

245+

Digital Projects

98%

Client Retention

Who We Are

Technology, Marketing & Systems , Built Around Your Business.

Merlins Group is a Birmingham-based technology and marketing company that helps businesses fix the systems behind their growth. From websites and CRM to tracking, automation, reporting and internal process where we identify where performance is being lost and build the infrastructure to fix it.

We work with businesses across construction, recruitment, automotive, retail and professional services - applying data science, behavioural analytics and enterprise-grade engineering to marketing and operational problems.

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5.0 rated on Google Reviews Read Our Reviews →
Website Friction
Weak Lead Capture
Poor Tracking
Unclear CRM Stages
Slow Follow-Up
Reporting Gaps
Manual Process Drag
Disconnected Systems
Website Friction
Weak Lead Capture
Poor Tracking
Unclear CRM Stages
Slow Follow-Up
Reporting Gaps
Manual Process Drag
Disconnected Systems
Client Testimonials
Who This Is For

Built for businesses
that know something is being lost.

This audit is for businesses that are already active, already getting enquiries or traffic, and already using systems , but know the setup behind the business is not as strong as it should be.

If leads are coming in but conversion feels low, tracking is incomplete, CRM usage is inconsistent, follow-up is slow, or management knows there is friction but cannot clearly identify the highest-value fix the issue is usually not one single tool. It is the way your website, enquiries, data, CRM and process are working together.

What We Review

We Identify Where Money,
Time and Visibility Are Being Lost

Website and Enquiry Flow

We review how clearly your services are presented, how users move through the site, where friction appears, and whether your calls to action and enquiry paths are doing their job.

Tracking and Attribution

We review analytics, events, pixels, UTM structure and reporting logic to see whether you can actually trust the numbers being used to make decisions.

CRM and Lead Handling

We review how leads are captured, assigned, tracked and followed up, and whether the CRM reflects the real sales process or has become an admin tool with poor visibility.

Process and Handoff

We review how work moves between people or departments, where ownership is unclear, and where manual workarounds are creating delays or inconsistency.

Reporting and Management Visibility

We review what management can currently see, what they cannot, and where weak reporting is hiding commercial or operational issues.

Systems and Operational Friction

We review where disconnected software, spreadsheets, legacy workflows or poor structure are creating unnecessary effort or blocking improvement.

See the Gaps.
How It Works

Three Steps to
Better Marketing

01

Free Review

We review your website, offer, enquiry flow, tracking, and current marketing structure to identify the biggest gaps costing you money.

02

Prioritised Action Plan

You receive a clear view of what is costing you visibility, conversion, or efficiency , prioritised by impact so you know exactly where to focus.

03

Paid Implementation

We fix the agreed priority areas so your marketing becomes more measurable, better structured, and easier to improve going forward.

Website and Enquiry Flow

See Where Visitors
Drop Off

We review how clearly your services are presented, how users move through the site, where friction appears, and whether your calls to action and enquiry paths are doing their job.

Book Your Free Review
Reporting and Visibility

See What Management
Cannot See.

We review what management can currently see, what they cannot, and where weak reporting is hiding commercial or operational issues that are costing you money.

Book Your Free Review
CRM and Process

Know Where Leads
Get Lost

We review how leads are captured, assigned, tracked and followed up - and whether the CRM reflects the real sales process or has become an admin tool with poor visibility.

Book Your Free Review
merlinsgroup.co.uk/analytics
Click Heatmap - Homepage
+340%
ROAS
2,847
Enquiries
67%
Conv. Rate
Google Ads
Meta
Organic
Marketing Performance Dashboard
Customer Segments
78%
High-Intent BuyersGoogle Ads → Service Page → Enquiry
52%
Research PhaseBlog → Case Study → Return Visit
34%
Social DiscoveryInstagram → Landing Page → WhatsApp
Customer Segmentation Analysis
Systems. Reviewed.

Before & After the Review

Before

Friction Without
Visibility

  • × Leads come in without context or clear source
  • × CRM stages do not reflect reality
  • × Follow-up is slow, unclear or dependent on individuals
  • × Management can feel the friction but cannot see where the waste is
After

Clear Output.
Clear Priorities.

  • A prioritised list of leaks, gaps and inefficiencies
  • Practical recommendations in plain English
  • A short-term action plan for the most important fixes
  • You know what is wrong, why it matters, and what to do next
Our Work

Real Results From
Real Clients

Businesses we have worked with across systems, process, marketing and operations.

Free 45-minute Merlins systems review
Free Offer

Free 45-Min Review

A free walkthrough of your business systems , we show you exactly where you're losing money and what to fix first.

Find out more
Dominus
Property

Dominus

LinkedIn audit and brand positioning pitch , reviewing content strategy, messaging and how the brand comes across at scale.

Find out more
BordoDesign Construction
Construction

BordoDesign

Full marketing systems fix , website, quoting automation, ad tracking, and lead pipeline.

Find out more
IceBank x Hoodrich Collaboration
Jewellery & Streetwear

IceBank x Hoodrich

A collaboration to help sell IceBank jewellery through Hoodrich's audience , content, social media and paid campaigns.

Find out more
Easy2Recruit
Recruitment

Easy2Recruit

Website, CRM, candidate pipeline automation, and analytics dashboard.

Find out more
Trilogy Accountancy
Accountancy

Trilogy Accountancy

Website build, lead generation and sales growth for an established accountancy firm.

Find out more
GSF Car Parts
Automotive

GSF Car Parts

GSF brought their van to Woodside Motor Services and we filmed professional video content on location together.

Find out more
IceBank Jewellers
Jewellery

IceBank Jewellers

Website, email marketing, and strategy for ads & content.

Find out more
Woodside Motor Services
Motor Services

Woodside Motor Services

Website, Google Ads, social media and local SEO.

Find out more
Binley Motor Services
Motor Services

Binley Motor Services

Website, Google Ads, social media management and local marketing.

Find out more
Sanitopia CIC
Community Interest

Sanitopia CIC

Full digital support , social media, branding, website, email, analytics, and CRM automation.

Find out more
Parliament
Events

Parliament

Invited to the Houses of Parliament for a commemoration event , networking with MPs and business leaders.

Find out more
Book Your Free Review

Not Sure Where the Friction Is? The Review Will Show You.

We review your website, enquiry flow, tracking, CRM, follow-up, reporting and process , then tell you exactly where the waste sits and what to fix first.

Book Your Free Review

From £950. No inflated strategy deck. Just a clear view of the problem.

Free Systems Review

45 minutes · No pitch
What Makes This Different

This Isn't a
Sales Call

Merlins looks at the point where marketing, sales, CRM, reporting, process and internal workflow start affecting each other. That is usually where hidden waste sits.

  • We do not just check whether your website looks right
  • We look at whether the system behind the business is helping or slowing you down
  • Practical recommendations, not vague advice
  • A prioritised action plan, not a broad strategy deck
  • You leave knowing what is wrong, why it matters, and what should happen next
Book Your Free Review
Trusted Partners

Companies That Trust
Merlins To Deliver

From construction to automotive, healthcare to retail, we partner with market leaders across every vertical.

Client
Client
Client
Client
Client
Client
Client
Client
Client
Client
NHS
Birmingham City Council
Oxford Business College
Binley Motor Services

1,000+

Companies served and counting

What Happens Next

The Review Is the
Starting Point

Fix Sprint

A short implementation phase to correct the most important issues quickly

Systems Partner

Ongoing support across CRM, reporting, workflow, automation and operational improvement

Larger Systems Work

For businesses dealing with legacy issues, disconnected tools, migration or process redesign

Your Call

The point of the review is not to force you into a retainer. It is to show you the clearest path forward.

Free. 45 minutes. No pitch.

We walk through your website, enquiry flow, tracking, CRM and follow-up, and show you where the leaks are. You get a written plan, yours to keep, whether you work with us or not.

Book Your Free Review

No contracts. No sales deck. Just a clear view of the problem.

Fractional Leadership

Senior leadership without the full-time cost.

Plug a part-time CTO or CMO into your business and get the strategic horsepower of a director , at a fraction of the salary. Built for SMEs that need decisions made, systems built, and growth steered by someone who's done it before.

Fractional CTO

Prabjot Kaur Kandola

Systems architect and technical co-founder with a research background in Human-Computer Interaction, work published in Ergonomics. BSc Computer Science from Aston University, MSc HCI from University of Birmingham. Builds clean data pipelines, automation and AI systems for businesses that need senior tech leadership without the £130k headcount.

  • System architecture & technical roadmaps
  • Automation, AI & data pipelines
  • Software / app development oversight
  • Tech hiring & team leadership
Prabjot's LinkedIn
Fractional CMO

Santokh Saran

Marketing strategist with a deep enterprise data background. Data Specialist at Birmingham City Council, Data Engineer at IM Group, with prior engagements at Capgemini and Capita. Now leads marketing strategy for SMEs who need a director-level brain on growth, positioning and conversion, not just another agency invoice.

  • Marketing strategy & positioning
  • Funnel design & conversion modelling
  • Paid media oversight & attribution
  • Brand & content direction
Santokh's LinkedIn
Plus the team behind them

Backed by analysts, developers, designers and content creators who've shipped enterprise-grade work for NHS, Birmingham City Council, GSF Car Parts, and hundreds of SMEs. You hire two leaders. You get the full bench.

Book a Strategy Call Follow Merlins Group
Who We Are

About Merlins

Merlins Group was founded by two technical founders with deep roots in data science and data engineering. Our team has worked with Capgemini, Capita, IM Group, Aston University, University of Northampton, University of Birmingham, and Birmingham City Council and we bring that enterprise-grade rigour to every marketing systems project: clean data pipelines, proper tracking architecture, and structured analytics.

One of our founders started in Human-Computer Interaction (HCI) , understanding how humans interact with digital interfaces. That research is now published in Ergonomics, and it underpins everything we do: every page, every funnel, every conversion path is built on how people actually behave , not guesswork.

We apply machine learning, behavioural analytics, heatmap analysis, conversion modelling, and customer segmentation to find where your marketing is leaking money. We fix broken attribution, build proper data flows, and give you dashboards that tell you what is actually driving revenue , not vanity metrics.

Alongside these enterprise engagements, we have worked with hundreds of SMEs across construction, retail, recruitment, automotive, and more, bringing the same data-driven approach to every business we touch.

Prabjot Kandola LinkedIn
Santokh Saran LinkedIn
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Common Questions

Everything You Need
To Know

No. This is useful for any business where enquiries, handoff, CRM, reporting or internal process are affecting performance.
No. In some cases, one of the findings is that the business needs a clearer CRM structure or a better process around lead handling.
It sits between commercial and operational review. We look at the point where website, leads, CRM, tracking and process meet.
Yes. The output is designed to help you make a decision and prioritise the highest-value fixes. You receive a prioritised list of issues, practical recommendations in plain English, and a short-term action plan.
No. You can take the findings and handle them internally if you prefer. If you want help implementing the changes, we can scope a fix sprint, support plan or larger systems project.
See Where the Friction Really Is

Book Your Free Review

If your business is already active but the systems behind it feel unclear, weak or harder to manage than they should be, the review gives you a clear starting point.

Book Your Free Review See What We Review
45 minutes No pitch No contracts
Brands We've Worked With
NHS Birmingham City Council Oxford Business College GSF Car Parts Binley Motor Services AnyTax Hirely Karak Chai Client logo Client logo Client logo Client logo Client logo Client logo