Building a Digital Marketing & Sales System for a Renovation Company

The Challenge

Stroy-Masterskaya is a property renovation company providing renovation and finishing services.

The project required more than simply launching advertising campaigns. The goal was to build a complete digital marketing system that could consistently attract potential customers and turn website traffic into enquiries.

At the beginning of the project, several parts of the marketing process needed to be improved: the website, paid traffic, analytics, content and the overall customer journey.

The main task was to connect these elements into one system rather than working with each channel separately.

What We Did

I worked on several areas of the company’s digital marketing:

• Website development and optimization
• Yandex Direct advertising
• Analytics and conversion tracking
• Conversion rate optimization
• Customer journey optimization
• Social media and content strategy
• Marketing coordination

The website was developed and optimized with the advertising traffic in mind. We worked on the structure and presentation of the services to make it easier for visitors to understand the offer and take the next step.

Advertising

Yandex Direct was used to attract targeted traffic from people actively searching for renovation services.

I worked on the advertising strategy, campaign setup and ongoing optimization.

The campaigns were analyzed based not only on traffic and clicks, but also on what happened after users reached the website.

This allowed us to identify which traffic and user actions were actually contributing to potential enquiries.

Website & Conversion Optimization

A major part of the project was the website.

Instead of treating the website as a static company presentation, we used it as an important part of the lead generation process.

We worked on:

• Website structure
• Landing pages and service presentation
• Conversion elements
• Content and messaging
• User experience
• Recommendations based on advertising data

The goal was to make the website better aligned with the search intent of users coming from advertising.

Analytics

Analytics played an important role in the project.

We tracked how users interacted with the website and used this information to understand where potential customers were converting and where improvements were needed.

The website reached a peak conversion rate of 8.74% from Yandex Direct traffic.

This allowed us to evaluate advertising performance not simply by the number of clicks, but by the quality of the traffic and its ability to generate potential customers.

Social Media & Content

Another part of the project was social media and content.

A targeting specialist was involved in this part of the work. My role was to coordinate the process, define the marketing requirements and make sure the content supported the overall strategy.

I helped determine what information and content were needed, reviewed the materials and coordinated them with the broader marketing objectives.

This meant that advertising, website content and social media were not developed independently, but worked as parts of the same customer acquisition process.

My Role

My role in the project went far beyond simply managing advertising campaigns.

I helped digitize the company’s products and sales processes, turning the company’s services into a structured digital offering that could be promoted, measured and managed online.

I was involved in the overall marketing and sales process — from strategy and website development to advertising, analytics and sales operations.

I helped set up and optimize the sales department, including the processes used to handle and process incoming leads.

I also set up and connected the company’s CRM, telephony and lead tracking systems, making it possible to collect and manage leads from different channels in one place.

As part of the project, I also implemented Telegram and MAX bots to automate communication with potential customers and support the sales process.

I worked with other specialists when needed, defined requirements, coordinated their work and made sure that the different parts of the marketing and sales system worked together.

Result

The project demonstrates how paid search advertising can be integrated with website development, analytics, content and ongoing optimization to create a more complete lead generation system.

The website achieved a peak conversion rate of 8.74% from Yandex Direct traffic.

More importantly, the project evolved from simply running advertising campaigns into a complete digital marketing system covering the main stages of the customer journey.

A complete digital marketing project — from strategy and website development to advertising and content.