A strategic marketing plan to improve inbound inquiry quality, website positioning, and buyer conversion
Sites in scope: mannleeco.com · mannleecw.com
Build and execute a positioning and demand generation strategy, structured for phased delivery and cross-functional coordination, that compounds Mannlee's inbound inquiry quality and conversion rate with a focus on:
Design firms and architects shortlist suppliers before developers or owners are involved. The site does not currently address this audience or the procurement contacts who follow their recommendation.
The website has real strengths including engineering detail, product specificity, and clear technical information, but it is structured for someone who has already decided to buy. Designers, architects, and procurement contacts doing early vendor research need to quickly understand what project types Mannlee handles and how to begin a conversation. That path is not as clear as it could be.
The engineering team has observed that buyers who find Mannlee on one platform verify on another, including via search engines, social media, and increasingly through LLMs. The brand's photography and messaging are not consistent enough across these touchpoints to reinforce the same quality signal at each one.
Adding channels without first addressing what the website communicates and to whom will produce more of the same results. The priority is message specificity before distribution scale.
The engineering team currently sorts inquiries by completeness. Contacts with project plans, floor plans, and window schedules are prioritized; vague requests are deprioritized. Adjusting what the website and inquiry forms communicate upfront would reduce that filtering load.
For construction and development projects, design teams research and shortlist suppliers before the developer or owner is formally involved. They are not the final commercial decision-makers, but their recommendation significantly influences the shortlist. Both sites could have more messaging oriented toward them.
Understanding the buying process informs every decision in this engagement — from what the homepage says to where the inquiry form sits.
| Buyer Type | Who Initiates Contact | Who Makes the Decision | What They Need to See |
|---|---|---|---|
| Design Firms / Architects | Design team or principal | Project owner / developer (upon recommendation) | Design range, aesthetic quality, collaboration process |
| Developers / Builders | Procurement department | Procurement lead or director | Scale, spec compliance, timeline reliability |
| Traders | Owner / principal | Same person | Material quality, order process, pricing |
| Individual Homeowners | Homeowner | Homeowner | Product style, customization options, price |
Establish positioning, buyer qualification infrastructure, and the data baseline that supports structured execution across all downstream phases.
Improve search presence and conversion quality in target regions with coordinated implementation across internal teams and external channels.
Expand authority and specifier relationships in the Middle East, Africa, and Australia. Scope confirmed based on Phase 1–3 outcomes.
| Phase | Timeline | Primary Focus | Key Deliverables |
|---|---|---|---|
| Phase 1 Foundations |
Month 1 | Access, audit, and buyer language research. Establish the data foundation before any copy or redesign work begins. | Messaging gap report, keyword coverage map, inquiry analysis, buyer language document |
| Phase 2 Website + Search |
Months 2–4 | Websites revamp (messaging layer), search visibility improvements, and channel focus recommendations. | Revised website copy, wireframes, inquiry form update, keyword strategy, content roadmap, content and copy execution |
| Phase 3 References + Authority |
Months 5–6 | Customer reference materials by buyer type, product page optimization, and search coverage expansion. | 3 customer references (by track), optimized product pages, AI search coverage review and execution |
| Phase 4 Expansion |
Months 7–9 | Trade show strategy and targeted outreach to design firms in key markets. Optional — contingent on Phase 1–3 results. | Trade event plan, design firm outreach sequence, dedicated landing pages |
Design firms and architects frequently shortlist suppliers before developers or owners are formally involved. A targeted outreach program builds relationships with those firms in key markets before a project brief is issued.
Tracked monthly, reported in writing with context and recommendations. Baseline established in week 1–2 during the audit phase.
| Metric | What It Measures | Tracking Cadence |
|---|---|---|
| Organic search traffic | Whether search visibility improvements are generating more qualified visitors | Monthly |
| Inquiry volume | Total contacts submitted through the website and ads | Monthly |
| Inquiry-to-qualified rate | What percentage of inquiries pass the engineering team's filter for project-ready contacts | Monthly |
| Top landing pages | Which pages are driving the most entry traffic and where visitors drop off | Monthly |
| Channel source mix | What percentage of inquiries originate from organic search vs. paid vs. social vs. direct | Monthly |
| Keyword ranking movement | Whether style-based and product-type keywords are improving in position | Monthly |
| Website metrics | Average time on page, scroll depth, and CTA click rate post-redesign | Monthly (post Phase 2) |
A monthly performance review is included as part of the engagement. Each review covers what moved, what did not, and what changes in the following 30 days.
| Working Practice | Detail |
|---|---|
| Weekly strategy sync | 60 minutes, standing agenda shared 24 hours in advance. Covers progress, blockers, and next actions. |
| Monthly performance review | Written report: what moved, what did not, and what changes in the next 30 days. Delivered before the monthly sync call. |
| Regular coordination meetings | Scheduled 1:1 sessions with the primary contact and structured group coordination calls with the broader project team and key stakeholders, conducted on a defined cadence to maintain cross-functional alignment and ensure sustained forward momentum throughout the engagement. |
| Approval timeline | Approvals requested within 5 business days to maintain project schedule. |
| Primary contact | One primary point of contact confirmed at kickoff on the Mannlee side. Additional stakeholders engaged as needed by phase. |
| Async communication | Used for routine updates, document comments, and questions between calls. Video screen-share available for complex reviews. |
| Onsite sessions | Onsite workshops or strategy sessions can also be arranged as needed for major planning phases, stakeholder alignment, or trade events. |
Two recent projects directly relevant to the challenges Mannlee is facing. Full references available on request.
A fast-growing membership association had a homepage redesign that had been stuck for months. The problem was messaging. Internal language had crept into the copy, the page had too many competing calls-to-action pulling visitors in different directions, and the team had no shared definition of who the site was actually for.
Rather than jumping to design fixes, we rebuilt the positioning and messaging from scratch — rewrote homepage copy around the member's perspective, reduced to a single narrative-driven flow, and created a Figma wireframe that gave the design and development teams a clear direction to execute against.
The result: internal teams aligned on audience and purpose before design locked anything in. The project moved from stalled to aligned and moving.
A SaaS founder had built a strong SEO engine with consistent organic traffic and no paid ads, but the traffic wasn't converting. High bounce rates and confused demo calls pointed to the real issue. The entire website buried the core value proposition, relied on buzzwords instead of clarity, and asked visitors to take action before explaining what the product actually did.
The fix wasn't more traffic. It was a homepage assessment that clarified the offer and restructured the page around how buyers actually make decisions, including removing friction that was limiting conversions despite strong visitor numbers.
After the founder rewrote the homepage based on the assessment, visitors stayed longer, understanding improved, and confused demo questions dropped.
Mannlee team reviews this proposal and surfaces any questions on scope, approach, or terms. A follow-up call can be arranged to address them.
Jessica Malnik
Fractional CMO
Focused on positioning, website conversion, and inbound lead quality for B2B companies.
International client experience across the US, Australia, UK, Europe, and Southeast Asia.