292% increase in lead quality for HAVA Houtbouw

HAVA Houtbouw specialises in luxury timber outdoor structures. From an exclusive guest house to a fully furnished pool house: everything is made to measure and built with an eye for detail. Craftsmanship and sustainability are always central. Yet they continued to receive enquiries that were not actually in line with their focus. It was up to us to boost lead quality without cutting off a significant flow of traffic.

Objectives

HAVA’s strong rankings on Google generated a lot of traffic and enquiries. However, the majority of these were from people looking for a small garden shed or a standard canopy – not the target audience HAVA focuses on. As a result, a great deal of time was wasted on enquiries that ultimately yielded nothing. The challenge lay in shifting the focus from quantity to quality.

The lead quality must average above 10 per cent
Traffic to the website must not dry up

Our approach

Together with HAVA, we refined the positioning and translated it into a digital strategy. Under the new promise ‘Trusted Veluwe Craftsmanship’, the website received a quality boost. Old pages that mainly attracted traffic but delivered little value were replaced with content that emphasises the luxury image. In addition, project photos and client stories were made visible on Google and Pinterest to engage the right target audience right from the inspiration phase.

Smart advertising strategy

We have also changed tack in our campaigns. Using Google Ads, we targeted specific regions where the likelihood of high-quality leads was greatest. Advertisements were tailored to the lengthy research phase typical of projects of this calibre.

Social media as a lead generator

Pinterest was used, at very low cost, to reach people with building plans at the very moment they were putting together a mood board. Thanks to close collaboration with the HAVA team, we were able to fine-tune campaigns on a daily basis. The account manager immediately highlighted which enquiries were valuable, enabling us to continually refine our targeting and content.

Measurable growth

The impact of this strategy was soon evident. The quality of enquiries rose by no less than 292 per cent. Since March 2024, the proportion of high-quality enquiries has remained stable at over ten per cent, with peaks of up to 38 per cent! Whereas the inbox used to be full of irrelevant enquiries, it now receives enquiries that match HAVA’s areas of expertise. Furthermore, in 2024, projects worth 1.3 million euros were completed as a direct result of this approach.

292%

Increase in lead quality

Tapping into additional traffic streams

27%

Average lead quality

Result

The decision to prioritise quality over quantity has helped HAVA position the company more strongly and make it future-proof. Fewer enquiries, but the right ones. This translates not only into higher turnover, but also into greater peace of mind and focus within the organisation. A digital strategy that brings HAVA closer to clients who truly appreciate their expertise.

This successful collaboration demonstrates that understanding your target audience – and focusing on them radically – pays off. By applying a filter before any enquiry was made, using content that appealed only to the right people, HAVA Houtbouw was able to create the space and focus needed to grow into a reliable, high-quality player in the premium segment.

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