Digital Growth, Lead Optimisation & CRM Integration for a National Supplier

The Challenge

Haygrove Garden Tunnels has supplied over 2,000 garden tunnels across the UK over the past decade serving small gardens, allotments, schools, smallholdings and community projects from Cornwall to the Scottish Highlands.

While the business had an established reputation and existing website, their digital performance needed strengthening.

They required:

Improved online lead generation
Stronger SEO visibility
More efficient Google Ads performance
Better user experience across key conversion pages
Digitised internal processes for handling enquiries

The goal was to turn steady demand into a structured, scalable digital acquisition system.

Our Approach

We worked closely with the Haygrove team to deliver strategic consultancy and technical improvements across marketing and operations.

SEO Consultancy & Search Visibility

We conducted a structured SEO review and implemented improvements including:

Optimised keyword targeting across product and service pages
Improved technical SEO structure
Clearer content hierarchy
Stronger internal linking strategy

This improved organic discoverability for garden tunnels and related product searches.

Google Ads Optimisation

Alongside organic improvements, we refined their Google Ads strategy to:

Target high-intent seasonal search terms
Improve campaign structure and budget allocation
Reduce wasted spend
Increase qualified enquiries

Paid and organic channels were aligned to support peak gardening seasons and demand cycles.

UX Improvements for Lead Generation

We provided UX consultancy across key pages to improve:

Enquiry form placement and clarity
Call-to-action visibility
Navigation flow
Trust-building content
Conversion pathways

The website evolved from a product showcase into a more effective lead generation tool.

HubSpot CRM Integration & Process Digitisation

To support enquiry growth and internal efficiency, we integrated HubSpot CRM, enabling:

Centralised lead capture
Improved enquiry tracking
Structured follow-up processes
Better sales pipeline visibility
More digitised internal workflows

This strengthened alignment between marketing activity and operational response.

Impact

Since implementing these improvements, Haygrove Garden Tunnels has benefited from:

Stronger organic search visibility
More effective Google Ads performance
Improved enquiry generation
Clearer user journeys
Digitised, trackable lead processes
A website functioning as an active sales tool

Digital marketing is now integrated into the company’s broader growth and operational strategy.

This project formed part of a wider digital platform strategy combining SEO, CRM integration and lead generation.

What This Demonstrates

This project highlights The DM Lab’s ability to:

Deliver strategic SEO consultancy for established brands
Improve paid media performance in seasonal markets
Optimise UX for measurable lead generation
Integrate CRM platforms for full-funnel tracking
Support businesses in digitising traditional sales processes

Services Delivered

This project required a combination of technical SEO, structured website development and lead generation strategy to increase visibility and generate qualified enquiries.

Technical SEO for Manufacturing
Improving search visibility across product, application and international keywords
WordPress Development
Building scalable, structured websites designed for engineers, buyers and procurement teams
Google Ads for Industrial & B2B
Targeting high-intent searches to generate qualified enquiries
CRM Integration
Connecting website enquiries with sales pipelines for improved tracking and follow-up
User Experience Design
Optimising user journeys to increase engagement and conversion rates