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Project Overview
Industry: Construction
Development methodology: Agile
Delivered solution: A modern, responsive website featuring a quote generator, project references with a construction timeline, 3D hall tours, and self-produced construction videos.
Technologies used
Programming language: PHP
Backend / Frontend: Drupal 11
Database: MariaDB
Marketing: Google Ads, Server-Side Tracking (SST), Consent Mode V2, GA4, GTM
Hosting: Websupport
Project Brief
PEM – Haly s.r.o. approached us with a request to create a new website based on the existing Slovak version of the corporate site www.pem.com.
The main goal of the project was to modernise and enhance the company’s online presence with a focus on user experience and business efficiency.
Project objectives:
Improve user experience and ensure intuitive website navigation.
Increase website traffic and overall competitiveness
Support conversions in the form of quote requests for the construction of steel and concrete halls.
Project specifics
B2B segment
This project operates within the B2B segment, where the decision-making process is longer and customers carefully evaluate their investment. Halls over 750 m² represent a significant financial commitment, making it essential to focus on the following:
Target audience
Precisely define and target the right customer segments, given the high investment value of the products.
Persuasive content
Create concise and trustworthy copy that supports decision-making for B2B clients.
Functional customer journey
Ensure clear and intuitive navigation — from the first interaction to enquiry and conversion.
Conversion support
Optimise the website to maximise engagement and quote requests for steel and concrete halls over 750 m².
Our solution
For the new website of PEM – Haly s.r.o., we designed a modern, responsive, and SEO-optimised solution available in both Slovak and Czech versions.
The website is built on Drupal 11, a stable and flexible technology that enables easy content management and efficient implementation of advanced features.
Key features
SEO and landing pages
Dedicated subpages for different hall types are optimised for SEO and also serve as entry points for advertising campaigns.
References with timeline
A clear, visual timeline showcasing the construction process of each hall through a series of photos.
Quote generator
A custom tool that generates data for comparing price offers and streamlines the enquiry process.
360° tours and videos
Interactive 360° content and videos from construction sites that strengthen the brand’s credibility and competitiveness.
Marketing and web hand in hand
For PEM Haly, we combine web development with performance marketing campaigns focused on:
generating qualified enquiries
building brand awareness
guiding customers efficiently through the entire conversion process
This integrated approach allows us to maintain full control over the customer journey — from the first click to measurable conversion.
Accurate tracking
Effective campaigns require reliable data — something that’s no longer guaranteed due to cookie and consent restrictions.
Because we manage both web development and marketing, we can flexibly implement technical solutions without barriers.
Technologies used: Consent Mode, Server-Side Tracking, Facebook CAPI.
These technologies allow us to precisely track conversions and optimise campaigns even in a restricted tracking environment.
Strategy and campaigns
Google Ads – Search and Performance Max campaigns generate leads through forms, the price generator, and the 3D configurator.
Facebook campaigns – build brand awareness, support remarketing, and drive conversions from precisely targeted audiences through a mix of performance visuals and promotional posts.
Results and solution benefits
Integrated approach
The combination of web development and marketing delivers flexibility, effective campaigns, and meaningful results.
Key benefits of having web and marketing under one roof:
Flexible adjustments to landing pages and conversion elements
Continuous campaign optimisation
Consistent strategy and transparent data
More efficient ad spend
Increased sales and higher-quality leads
Have an idea for Project?
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iMPROVE has been guiding us on our digital transformation journey since 2016. We truly value their expertise and look forward to tackling new challenges together.