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Lava Fires: from 1 lead per year to  1000+ per month

total business transformation

Lava Fires, a premium fireplace installer, struggled with an underperforming website, generating just one quote in a year. After implementing a two-phase strategy—optimising calls to action, launching targeted Google Ads, and streamlining their site—results skyrocketed. Their website now drives eCommerce sales, generates up to 1,000 leads a month, and features an automated, mobile-friendly quotation system, transforming it into a powerful sales tool.

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Problem

Lava Fires, a leader in premium fireplace installations, was struggling to see any meaningful results from their online presence. Over the span of a year, their website generated only 1 quote request, and no advertising was being done to boost visibility. Despite a decent website design, poor CTAs were contributing to the lack of leads, causing frustration as they knew the potential was there but couldn’t unlock it.

Solution

Our approach was to implement changes in two phases:

Phase One
We revamped the CTAs to create urgency, introducing a “best price guaranteed” and “check local availability” option. An installation quote CTA was also added, giving visitors a clear path to request quotes. We launched a Google Shopping Ads campaign and tracked conversions via Google Tags, all without needing to redevelop the entire website.

Phase Two
After improving the existing website, we redeveloped it from the ground up. This included keeping the effective CTAs and adding an automated online quotation system, as well as a sales rep lead-claiming system. Sales reps now competed for leads in real time, significantly speeding up response times. We also launched a Google Performance Max campaign to drive eCommerce sales directly from the site.

Results

Lava Fires went from generating 1 lead in a year to seeing their online marketing efforts become the core driver of their business. Their website is now:

  • A source of direct eCommerce with sales of up to 70 fireplaces per month.
  • A lead generator for sales reps, with up to 1 000 monthly leads for additional offline sales
  • An automated communication and mobile-friendly quotation system.

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