Building a Quoting Process which passes order to GoCardless for payment
STEVEN G JAMES, DIRECTOR, FEDERATION DESIGN
Helping a Window Cleaning Company Quote Faster and Convert More Leads
This client wanted to modernise the way their business attracted and converted new customers. Their existing process relied too heavily on manual quoting, which often meant site visits, delays, and missed opportunities.
They also needed a stronger digital presence to make better use of their advertising spend and present the business more professionally across every customer touchpoint.
Growth was being held back by two connected problems:
The first was the quoting process In many cases, preparing a quote meant visiting the property in person to assess the number of floors, windows and doors before a price could be given. That took time and placed limits on how quickly the business could respond to new enquiries. When potential jobs were outside the team’s immediate area, delays became even more costly, as competitors could sometimes reach the property sooner and win the work first.
The second challenge was conversion The business was already investing in Facebook advertising, but the existing website was not built to turn that traffic into leads effectively. People could discover the company online by the targeted adverts, but the journey from first click to enquiry lacked the clarity and structure needed to convert interest into action. As a result, advertising spend was not delivering the return it should have been.
The client needed a more efficient way to quote, a stronger digital customer journey, and a more professional brand presence that would support future growth.
We worked with the client to build a new lead generation website designed around speed, clarity and conversion.
Built in WordPress using a custom theme, the new website was created with a clear commercial purpose: to help the business turn traffic into leads. At the heart of the site is a user-operated quoting tool that allows potential customers to enter details such as the number of floors, windows and doors and receive a cost figure online. This gave customers a much faster route to an estimate and reduced the reliance on time-consuming site visits at the earliest stage of the sales process.
To make the journey even smoother, the system was also linked to GoCardless, allowing users to complete more of the process online and move forward more autonomously. This helped shift the business toward a more modern digital model, where customers could engage with the service and take action without unnecessary delay.
Alongside the website build, we supported a wider rebrand to raise the professionalism of the business across all key touchpoints. This included refreshed visual identity work, on-site photography, and rollout of the new branding across apparel and vehicle graphics. The result was a business that looked more consistent, more credible and more established wherever customers encountered it.
We also supported the marketing strategy through Facebook and Meta advertising, directing traffic to the company’s Facebook presence and into the new lead generation website. With a stronger site and clearer messaging in place, the client now had a much better platform for converting paid traffic into meaningful enquiries.
The client now has a digital presence that better reflects the quality and ambition of the business.
The new website has helped reduce friction in the quoting process, giving potential customers a faster and more convenient way to get pricing information. By removing delays and allowing more of the journey to happen online, the business is now better placed to respond quickly and compete for work more effectively.
At the same time, the rebrand and improved consistency across the website, advertising, photography, apparel and vehicle graphics have elevated the professionalism of the company as a whole. With stronger core messaging now in place and a clearer path from traffic to enquiry, lead generation has become easier and the client is in a much better position to turn marketing activity into new business.
