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A S p e c i a l i s e d M a r k e t i n g S t r a t e g y
Chemical Grout Injection2025
CLIENT
Chemical Grout Injection
With over 10 years in operation, an established fleet of in‑house truck‑mounted mixing plants and upwards of 300 clients and 2,000 projects completed, CGI delivers cost‑effective ground stabilisation via micro‑fine cement injection that outperforms traditional methods like sheet piling or CFA piling. Chemical Grout Injection’s fully insured, fast‑response service prioritises site assessments and transparent quotes, earning them praise for reliability even on complex suburban sites in WA.
BRIEF
Twin Difficulties
CGI came to BEVIN with two key issues: chemical grout injection is highly specialised and consequently, a niche service, and many potential customers either didn’t understand it or assumed they didn’t need it. Upon BEVINs first client interaction, CGI had this to say.
“Visitors would approach the site – become overwhelmed with all the technical jargon and unclear UX design – and leave without contacting.”
CGI wanted a clear, accessible new website paired with attention grabbing video campaigns and targeted Google Ads that would translate technical capability into customer confidence, acutely targeting those visitors who answered, “I am unsure what I need”. The goal was to reduce uninformed drop‑outs and qualify leads earlier in the funnel.
WHAT THEY SAID
“
After 10 years in business, it was time to bring our website up to date and create something that truly reflected our growth and current position in the market. Working with BEVIN Creative was an outstanding experience.
Ben and the team worked tirelessly to deliver a professional, modern site, and constantly pushed me to not compromise on quality or professionalism.
The end result is a website we’re proud of and that matches the standard we set in our own work.
- Christopher Navarro, Director, CGI
To Be Successful
Clear Communication and Simplification of Technical Information
We recognized early on that success for CGI hinged on making their highly specialized services approachable and easy to understand for a wide range of potential clients. To anchor the solution to service clarity, we embedded CGI’s core service areas within the website:
CGI Services:
Stabilisation for Excavations
- Basement excavations
- Swimming-pool installations
- Retaining-wall installation/replacement
Stabilisation for Structures
- Settlement underpinning
- Retaining-wall remediation
- Compaction-alternative for soft soil
The challenge was to clarify the complexity of chemical grout injection, which many customers found overwhelming, and translate that technical expertise into clear, accessible language and engaging visuals. By focusing on user friendly design, intuitive navigation, and strategic messaging, we ensured that visitors to the website could easily comprehend CGI’s value proposition and make informed decisions about their needs.
Our goal was to boost customer confidence, reduce confusion, and ultimately increase conversion rates by providing clarity and transparency at every touchpoint.
Our Approach
A Seamless Blend of Education, Engagement, and Conversion Optimisation
We approached the project with a multi-faceted strategy to address the client’s goals. The foundation was a fully redesigned website that would be both visually appealing and functionally intuitive, making the complex service offerings easy to understand. We implemented a guided question-and-response flow to direct visitors to the most relevant services based on their needs, simplifying the decision-making process.
In tandem, we worked on producing a series of engaging videos that brought CGI’s past projects to life, showcasing their expertise in a way that spoke directly to potential customers. These videos were designed to educate while also building trust, highlighting the company’s ability to tackle complex projects with ease and precision.
Finally, we worked with CGI to develop a targeted Google Ads campaign – working closely with the client to deliver the best outcome possible, and what came of it was impressive.
What We Delivered
A Comprehensive Digital Solution That Drives Clarity and Conversions
We delivered a fully redesigned website that addressed both the usability and content challenges CGI faced. The new site provided clear calls to action (CTAs) such as “Contact Us” and “Get a Quote,” and an interactive guided prompt that helped visitors self-qualify their needs, leading them directly to the right service pages. Additionally, we embedded key service areas such as Stabilisation for Excavations and Stabilisation for Structures directly within the website to anchor visitors’ understanding of CGI’s core offerings.
To further enhance engagement, we created a series of short, impactful videos highlighting CGI’s diverse portfolio of completed projects. These videos were integrated seamlessly into the website to provide visitors with real-world examples of CGI’s capabilities, building trust and confidence in the service.
Lastly, the Google Ads campaign was optimized for targeted lead generation, ensuring that CGI’s services were placed in front of the right audience, at the right time, with messaging that directly addressed their pain points.
The Outcome
The CGI campaign outcomes resulted in an overall traffic increase of 16%, while conversions increased 140%. Conversion rate nearly tripled, going from 3.8% to 9%. Cost per click dropped 30%, alongside the conversion rate increase – this led to a cost per conversion decrease from $160 to $50 – more than triple!
Despite starting a new financial year, which should lower these statistics, the new website, google ad campaigns, and video projects have made a measurable impact on the CGI brand.
Moving Forward
Continued Growth Through Optimization and New Opportunities
Moving forward, CGI is angled and perfectly equipped to build on the foundation we established through ongoing optimization, and maintenance of the website, videos, and Google Ads campaigns. With the initial success of the redesign, there is an opportunity to refine the user experience further based on ongoing analytics and feedback, ensuring that the site continues to meet the needs of an evolving audience.
Additionally, as CGI expands its service offerings and reaches new markets, we see great potential in exploring further digital marketing channels, including social media campaigns and content marketing, to continue raising brand awareness and generating qualified leads. BEVIN’s continued partnership with CGI will focus on refining and scaling these initiatives, ensuring sustained growth and market leadership in the chemical grout injection industry.