Industry: Construction & Stone Fabrication
Location: Ireland
Focus: SEO, Content Marketing, Lead Capture, Sales Funnels, Marketing System Design

The Challenge

McMonagle Marble & Granite is a long-established, family-run business based in Donegal. Originally known for fireplace manufacturing, the company had pivoted toward granite and quartz worktops, with ambitions to attract more premium residential clients and expand into commercial projects nationwide.

Demand existed, but growth was limited by visibility and geography. Most new work came through word of mouth, and the business lacked a structured digital system to generate, track, and convert enquiries at scale.

The challenge was to reposition the brand, increase visibility beyond Donegal, and build a digital marketing system that could reliably generate sales.

The Focus

This project focused on building a marketing system that could:

• Attract higher-value enquiries
• Capture and track leads properly
• Convert interest into sales through structured follow-up
• Support long-term growth through SEO and content

The work combined brand positioning, website development, SEO, and lead capture into one connected system.

What Was Built

Brand & Positioning

• Refined brand positioning to support a more premium market
• Messaging focused on craftsmanship and quality, not just materials
• Updated visual direction to reflect trust, experience, and expertise

Website & SEO Structure

• A new conversion-focused website
• Clear service hierarchy and SEO-optimised structure
• Sales pages designed to capture enquiries and support campaigns
• Local and regional SEO targeting Donegal and surrounding counties

Content & Lead Generation

• A blogging system to drive long-term organic traffic
• SEO content targeting residential and commercial search terms
• Lead magnets and email funnels to nurture enquiries
• CRM tracking and segmentation to understand lead sources and outcomes

Campaigns & Outreach

• Facebook and Meta ad campaigns targeting warm audiences
• Pinterest and Houzz used to support visual search and referral traffic
• Retargeting campaigns linked directly to tracked funnel pages
• Automated email follow-up to convert enquiries into sales

The Results

• #1 Google rankings for key Donegal search terms within 4 months
• Strong search visibility across Fermanagh, Sligo, Derry, and Galway
• 20% increase in sales in the first year
• National enquiries generated beyond the northwest
• Featured on RTÉ due to increased online visibility
• Ongoing growth in leads, reputation, and brand awareness

The Outcome

McMonagle Marble & Granite moved from a respected local business to a nationally visible brand with a reliable digital sales system.

With clear positioning, strong SEO foundations, and structured lead capture in place, marketing activity now feeds directly into a system designed to convert interest into revenue.

The business is no longer dependent on location or word of mouth alone and is set up for long-term, scalable growth.

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