The Brief: A Construction Company Ready to Scale
BordoDesign is a Birmingham-based construction company specialising in renovations, extensions and full property builds. When they came to us, they had a growing reputation built on word-of-mouth — but their digital presence was virtually non-existent. No website, no CRM, no structured marketing. Every quote was handwritten, every lead was tracked on paper, and every project photo sat unused on a phone.
They needed more than a website. They needed a complete digital overhaul — one that would let them compete with larger firms, win higher-value contracts and manage their pipeline without drowning in admin. We delivered exactly that.
"We went from pen and paper to a fully digital operation. Merlins Group didn't just build us a website — they changed how we run our business."
Construction Website Design: Built to Convert
The foundation of everything was a new website. But this wasn't a template job — we designed and built a bespoke construction website that positions BordoDesign as a premium operator in the Birmingham property market. Every page was crafted to convert visitors into enquiries.
The site features a full portfolio of completed builds with high-resolution photography, detailed service pages for each construction discipline, an integrated quote request form that feeds directly into their CRM, and a blog optimised for local SEO. We built it fast, mobile-first and optimised for search engines from day one.
Key Website Features
- Bespoke design reflecting BordoDesign's brand and build quality
- Portfolio with project galleries, timelines and client testimonials
- Service pages targeting key construction search terms in Birmingham
- Integrated contact and quote request forms with instant notifications
- Mobile-first responsive design — over 70% of their traffic is mobile
- Technical SEO: schema markup, sitemap, optimised page speed
CRM for Builders: From Spreadsheets to a Single System
Before working with us, BordoDesign tracked leads in their heads and quotes on paper. We implemented a full CRM system tailored to how construction businesses actually operate — from initial enquiry through to project completion and aftercare.
The CRM captures every lead from the website, Google Ads and social media, automatically assigns them to the right team member and triggers follow-up sequences. Every interaction is logged. Every quote is tracked. Every project has a clear pipeline stage. Nothing falls through the cracks.
CRM Capabilities Delivered
- Automated lead capture from website forms, ads and social channels
- Pipeline management with custom stages for construction workflows
- Automated follow-up emails and SMS for quote chasers
- Client communication history — every call, email and message logged
- Project status tracking from quote to completion
- Reporting dashboard for conversion rates and revenue forecasting
Automated Quote Generation: Speed Wins Contracts
In construction, the first company to send a professional quote often wins the job. BordoDesign's old process took days — site visit, handwritten notes, manual calculations, then typing up a PDF. We built an automated quoting system that cut that to hours.
The system allows BordoDesign to input project details — dimensions, materials, scope — and instantly generates a branded, itemised quote document. It pulls from a pre-configured pricing database, applies markup rules and produces a professional PDF that can be sent directly from the CRM. Follow-up reminders are automated so no quote sits unanswered.
How the Quoting System Works
- Pre-configured pricing for common materials, labour rates and services
- Custom calculation engine for extensions, renovations and new builds
- Branded PDF generation with line-item breakdowns
- One-click send from CRM with automatic tracking
- Automated follow-up sequences if a quote isn't responded to
- Quote analytics — acceptance rates, average values, conversion times
Google Ads for Construction: Targeted Lead Generation
With the website and CRM in place, we turned on the taps. We built and managed a Google Ads campaign targeting homeowners and property developers searching for construction services in Birmingham and the surrounding areas.
The campaign targets high-intent keywords — people actively searching for builders, extension specialists, renovation companies and property maintenance in Birmingham. Every click lands on a conversion-optimised page with a clear call to action. Leads flow directly into the CRM and the automated follow-up kicks in immediately.
Ads Strategy
- Keyword research targeting Birmingham construction search terms
- Search and display campaigns with geo-targeting
- Conversion-optimised landing pages for each service category
- Call tracking and form submission attribution
- Monthly performance reporting with cost-per-lead analysis
- Continuous A/B testing of ad copy and landing page elements
Video Walkthroughs of Builds: Showing the Work
Construction is visual. Clients want to see what you've done before they trust you with their property. We created a series of professional video walkthroughs of BordoDesign's completed projects — from full house renovations to commercial fit-outs.
Each video is shot on location, edited with branded overlays and optimised for both the website and social media. We captured before-and-after sequences, drone footage of exterior works and close-up details of craftsmanship. These videos don't just look impressive — they convert. Potential clients see the quality of work and enquire.
Video Content Produced
- Full project walkthroughs with narration and branded graphics
- Before-and-after comparison sequences
- Drone footage for larger external projects
- Short-form social clips optimised for Instagram Reels and TikTok
- Client testimonial videos filmed on completed projects
- Time-lapse build sequences for long-duration projects
Social Media for Property: Building a Following
Construction companies often underestimate social media. But for BordoDesign, it became one of their strongest lead generation channels. We developed and managed a social media strategy across Instagram, Facebook and TikTok — showcasing their builds, sharing behind-the-scenes content and positioning them as Birmingham's go-to construction team.
The content mix includes project photography, video walkthroughs, client testimonials, build progress updates and team culture posts. We post consistently, engage with the local community and run targeted paid social campaigns to amplify reach. The result: a growing following of homeowners, property developers and industry contacts who see BordoDesign's work daily.
Social Media Deliverables
- Content calendar with 4-5 posts per week across platforms
- Professional photography of every completed project
- Reels and TikToks from active build sites
- Community engagement and comment management
- Paid social campaigns targeting local property owners
- Monthly analytics reporting on reach, engagement and leads
The Full Technology Stack
What makes this project special isn't any single element — it's how everything works together. The website generates leads. The CRM captures and nurtures them. The quoting system converts them fast. Google Ads drives traffic. Video and social media build trust and awareness. Every piece feeds into the next, creating a self-reinforcing system that grows BordoDesign's business.
This is what we mean by construction technology done right. Not just a website. Not just marketing. A complete, integrated digital operation built specifically for how construction companies work.
"The quoting system alone has paid for itself ten times over. We're sending professional quotes the same day now — and winning jobs we would have lost before."
Results
Within the first six months of going live, BordoDesign saw a five-fold increase in inbound leads, reduced their quote turnaround time by 80%, tripled their social media engagement and started winning contracts from developers who found them through Google. The technology stack we built didn't just digitise their business — it transformed their competitive position in the Birmingham construction market.
If you're running a construction, property or maintenance company and you want this level of digital transformation, Merlins Group builds it end to end. From construction marketing to CRM implementation and automation — we handle the technology so you can focus on building.
