Aquatech Civils:
01The problem
Quotes were built by hand in spreadsheets and documents, with no central record and no approval step. Analytics and Search Console were not collecting usable data, every page scored under 50 on mobile PageSpeed, and the Google Business Profile listed one location. Google Ads ran a single catch-all ad group with no conversion tracking, and every ad pointed at the homepage.
02Systems
Quoting app
A web app built on Aquatech's own pricing rules. Staff sign in with their company accounts, and quotes go through an approval step before they are issued. A live cost panel shows each line as the quote is built, for up to 30 crate blocks. Approved quotations are produced in Aquatech's own format and saved to Google Drive. Issued quotes are locked, changes become new revisions, and each quote carries a sales stage and a follow-up date.
Crate block 1 of up to 30
- Volume
- 207 m³
- Liner, with waste
- 494 m²
- Net storage
- 197 m³ default void ratio
Live cost panel
| Crates | 207 m³ | £8,709 |
|---|---|---|
| Liner | 494 m² | £3,212 |
| Geotextile | 494 m² | £791 |
| Foreman | 2.5 days | £750 |
| Labourers | 5.0 days | £1,100 |
| Fuel and vehicle | 180 miles | £81 |
| Overhead | 10% | £593 |
- Draft
- Submittedapprover emailed
- Approved
- Issuedlocked, saved to Drive
CRMLaunching soon
The CRM is built on the quoting app, so each customer's contacts, quotes and jobs sit on one record.
A follow-up list shows which quotes are due a chase, which have gone quiet and which have no follow-up booked, and a pipeline board tracks issued quotes from sent to won or lost. Customers can accept and sign a quote online.
A won quote becomes a job. Its dates go on the install calendar, where crew and plant are booked and any double-booking is flagged. Purchase orders go to suppliers from the job, and a draft invoice is raised in Xero for the accounts team to approve.
WebsiteLive
A new website, now live, with a page for each of the eight systems Aquatech installs, a budget estimator, a liner calculator, regional pages and an AI assistant that answers questions about the systems and directs visitors to a quote. Addresses from the old site redirect to their new pages, and the existing Search Console property was kept, so the search history carries over.
03Leads
Search
The work started with measurement: Analytics, Tag Manager, Search Console, an XML sitemap and conversion tracking. It then covered technical fixes, keyword and AI search research, structured data, the Google Business Profile, and 29 location and liner pages.
Google Ads
The single catch-all ad group was split into four service groups, each with its own keywords, ads and landing page. Conversion tracking was set up for calls, contact forms and enquiry emails, and negative keywords were expanded to reduce spend on irrelevant searches.
Pond Lining, the strongest of the four groups, reached 6.82%.
- Pond Lining6.82%
- Attenuation Tank5.00%
- Gas Membrane3.92%
- Soakaway2.99%
Campaigns go to contractors and merchant branches from a separate sending domain, so Aquatech's main email address is not put at risk. Four campaigns have been sent so far.
04How it fits together
- 01EnquirySearch, Google Ads, email or the website
- 02QuoteBuilt in the app and approved
- 03Follow-upChased from the CRM
- 04SignedAccepted online by the customer
- 05JobScheduled, ordered and invoiced
Enquiries arrive through search, Google Ads, email campaigns and the website. An estimator turns each one into a quote in the app, where it sits on the customer's record in the CRM. From there the quote is followed up, signed, scheduled as a job and invoiced, and each step is recorded in the same place.
Great service from Aquilon and the team, fast responding and very innovative in their approach to improving our systems & lead generation.
If your quoting still runs on spreadsheets, or you cannot yet see which marketing produces your enquiries, we can look at both with you.
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