Eight years owning the full marketing function for Dura-Vator — and the diagnostic call that turned its highest-intent channel back on.
When the engagement started, [describe the starting point — e.g. no real digital presence, running entirely on referrals and word-of-mouth], and I built it out from there: the website and hosting, a CRM to capture and route demand, the paid advertising program, the conversion funnels and landing pages, and the ongoing email marketing.
Owning the full funnel this long means I know exactly how a buyer moves from first touch to a real sales conversation. So when one part of that path quietly underperforms, I'm the one who can spot it and fix it — which is what this most recent project came down to.
Dura-Vator's highest-value lead source is the quote request form. For an equipment manufacturer, a quote request isn't a newsletter signup — it's a buyer with budget and intent stepping forward.
The existing WordPress form was working against that. Cumbersome to complete, buggy, and unreliable:
The decision wasn't "make a prettier form." It was recognizing that the highest-intent step in the funnel carried the most friction — the worst possible place to lose a buyer — and rebuilding it accordingly.
"I've been sending the link to people — especially for jobs where they don't have drawings. Now it's click, click, click and it's done. We're getting quotes from places we weren't reaching before. That alone was worth it."
With the bottleneck cleared, the next phase moves from capturing demand to driving it — promotional campaigns and email marketing to push more qualified buyers into the form.