Case Study:
Niche Marketing: Generating more sales from a single, well positioned web page.
August 2017
Build. Work. Deliver. by Teajai
Client Overview
When Crystal Structures discovered a new way to use their expertise, I designed a new web page for featuring one of thier most notable projects: a historical skylight restoration on a town hall. They needed a story that showcased their craftsmanship, connected emotionally with building owners, and positioned them as experts in a niche market.
This project became a perfect example of how strategic content marketing combined with HubSpot automation can transform a single case study into an ongoing lead-generation engine.
Challenge
The company had completed an extraordinary restoration—preserving ornate architectural details while modernizing the structure’s functionality—but their existing content failed to convey the story or reach the right audience.
They needed to:
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Showcase the craftsmanship and historical integrity of the work
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Appeal to owners and caretakers of other historic buildings
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Generate qualified, inbound leads instead of relying on outbound outreach
Solution: Turning a Skylight Restoration Story into a Steady Stream of Qualified Leads
I approached the project with a storytelling mindset, crafting content that emphasized the heritage, complexity, and care behind the restoration.
Key steps included:
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Positioning through narrative: Framing the restoration as both a technical and emotional triumph—balancing preservation with modernization.
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Audience targeting: Writing for a niche audience of historic property owners and facility managers.
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Strategic SEO: Optimizing content for search intent around “historic skylight restoration” and related long-tail keywords.
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Conversion clarity: Integrating clear, relevant calls to action that encouraged project inquiries.
Results
The results came quickly and organically.
The company began receiving inbound inquiries from owners of other historical buildings—many mentioning they found the page while researching similar restoration projects.
The storytelling did its job: it built credibility, resonated emotionally, and positioned the brand as the go-to expert for historical skylight restoration.
But Content Alone Wasn’t Enough—HubSpot Sealed the Deal
To ensure no lead slipped through the cracks, I connected the page’s form and workflows through HubSpot.
What We Implemented:
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Immediate Sales Follow-Up with SLAs:
Every form submission triggered a 24-hour follow-up commitment between marketing and sales. Timely outreach dramatically improved connection rates. -
Automated Nurture Workflows:
If a sales rep couldn’t reach a lead immediately, HubSpot automatically sent a series of helpful follow-up emails—educational, relevant, and non-intrusive—to maintain engagement. -
Behavior-Based Lead Scoring:
With HubSpot tracking in place, we could see which leads opened emails, visited multiple pages, or downloaded additional resources. Sales then prioritized the warmest prospects.
The Outcome
The combined content and automation strategy transformed a single project highlight into a repeatable, scalable inbound system.
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Consistent monthly inquiries from high-fit prospects
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Faster lead response and improved conversion rates
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Clear insight into which content and workflows generated the most ROI
The Takeaway
High-quality content attracts attention—but HubSpot turns attention into opportunity.
By combining storytelling with automation, this project proved that:
Content + HubSpot = Scalable Growth.
If your website tells great stories but doesn’t convert them into leads, it’s time to connect strategy, automation, and follow-through.
Let’s turn your content into your best-performing salesperson.
Clear, audience-focused narrative turned a single project page into a steady source of inbound inquiries
Automation Converts Interest into Revenue
Strategic content built awareness, and HubSpot’s automation turned that awareness into measurable business results.
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