How One Web Page Shined the Light on a Niche Service and Attracted Quality Leads (and sales!)

Content marketing isn’t just about writing—it’s about strategy. It’s about understanding your audience, positioning expertise, and ensuring that the right people find the right message at the right time.

A while back, I designed a web page for a company specializing in skylight restoration. But this wasn’t just any skylight—it was a historical restoration project for a town hall, a structure with ornate architectural details and a central roof lantern that had stood for generations. The project was a delicate balance between preservation and modernization, and I made sure the content reflected that.

I crafted the page to tell the story of the restoration: the challenges, the craftsmanship, and the importance of maintaining historical integrity. The goal wasn’t just to showcase the project—it was to resonate with owners and caretakers of other historical buildings who might be facing the same restoration needs.

And it worked.

Because of this content, the company began receiving inbound leads from historical building owners with skylights in need of restoration. The storytelling, combined with strategic SEO and clear calls to action, positioned the company as the go-to expert in this niche space.

But Content Alone Wasn’t Enough—HubSpot Sealed the Deal

Generating leads is just the first step. What happens next determines whether a potential customer turns into a closed deal—or a missed opportunity. That’s where HubSpot’s integration came in.

1. Immediate Sales Follow-Up with SLAs – Every lead captured through the site’s HubSpot-integrated form triggered an SLA (Service Level Agreement) between marketing and sales. The agreement? Sales committed to contacting each lead within 24 hours to maximize the chance of engagement while interest was high.
2. Automated Workflows for Lead Nurturing – If a sales rep couldn’t connect with a lead on the first attempt, HubSpot workflows kicked in. A series of strategically timed emails provided helpful insights, case studies, and next steps—keeping the company top-of-mind without feeling pushy.
3. Tracking & Optimization – With HubSpot’s analytics, we could track which leads engaged with follow-up emails, visited additional pages, or requested more information—helping sales prioritize the warmest leads and refine the outreach strategy.

The Takeaway? Content + Automation = Scalable Success

Creating high-quality content attracts the right audience, but having the right system in place ensures that no lead slips through the cracks. A well-integrated HubSpot strategy doesn’t just capture leads—it nurtures, engages, and converts them into actual business.

If you’re investing in content marketing, make sure your site isn’t just a showcase—it should be a lead generation engine backed by smart automation. Need help optimizing your content strategy? Let’s talk.