Industry
construction industry
Challenge
In the construction industry, it is becoming increasingly difficult to find qualified specialists. A fragmented website with an inconsistent appearance and limited contact options made it difficult for the EGGERS Group to position itself as a modern employer brand with clear recognition value on the web.
Results
The all-in-one CRM, marketing, and service platform HubSpot now brings together all eight specialized companies in the group in a search engine-optimized, modern website. It makes it easier for EGGERS employees to create landing pages using a convenient page builder, conveniently stores all web content and incoming lead data in one place, and helps keep track of page performance and all marketing activities with comprehensive analysis tools.
Key Product
Product one
"Working with Blackbit was a very pleasant experience. The new website gives us a modern public image and helps us to make our processes clearer. It offers an attractive and well-structured platform for both our customers and potential applicants."
"It was simply a fantastic collaboration between Blackbit and Second Elements: all SEO suggestions were implemented superbly, and the switch to HubSpot was only made once everything was completely ready. The technically superior system and faster loading times gave the new website a head start right from the outset."
"The relaunch of the Eggers website and the collaboration with Blackbit were so successful thanks to the jointly developed, solution-oriented approach of all project participants. Blackbit's technological expertise and the close cooperation of all stakeholders contributed to the efficient further development of Eggers' digital processes and their optimal adaptation to their requirements."
The company
The long-established company EGGERS has been in business since 1907. It has five locations in northern Germany. Whether earthworks and civil engineering, environmental technology, ordnance disposal, demolition, building materials and services, or container services—the EGGERS Group offers all services for construction projects from a single source.The challenge: visibility and recruitment of employees
As in many industries, it is becoming increasingly difficult to recruit qualified specialists in the construction sector. To be perceived as an attractive employer, it is important to have good visibility on the web, an appealing, modern company presentation, and easy ways to get in touch and apply for jobs. Consistent and efficient HR processes should also ensure that applicants receive quick feedback and can be recruited for the company, while at the same time minimizing the administrative burden on the HR department.
The initial situation: Inconsistent, fragmented corporate image
The EGGERS Group, which has grown over the years, consists of eight individual companies with different specializations. As a result, there were previously several websites for the group members—with inconsistent designs, varying levels of technical sophistication, and in some cases with little information and few contact options. This situation made it difficult for the EGGERS Group to position itself as an employer brand with clear recognition value on the web.
The solution: A modern website with lead management features
A fresh, search engine optimized website was needed that went beyond an online business card. As a central platform, the online presence was intended to present all individual companies as well as EGGERS as a modern, well-structured corporate network and make it easy for interested parties to get in touch. We chose the all-in-one CRM, marketing, and service platform HubSpot as the technical basis.
Why HubSpot?
HubSpot offers a wide range of useful tools to meet EGGERS' requirements:
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Search engine optimization: HubSpot provides helpful tips for keyword optimization of web content in its content editor. HubSpot also allows you to scan domains for SEO errors. The errors identified are categorized according to their impact on ranking and technical difficulty, which makes it easier to prioritize them for correction.
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Analytics: Performance reports allow you to keep track of page performance and the success of marketing activities and draw useful conclusions.
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Lead generation: Landing pages with customized forms can be created quickly, and incoming leads (potential customers or applicants) are automatically stored in the central CRM.
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Database: HubDB allows text and image information to be conveniently maintained in a centralized table format so that it can be displayed as web content in the desired, uniform format.
Implementation: Establishing efficient processes for content maintenance and lead generation
Three agencies were involved in the comprehensive relaunch of the EGGERS website: Superpeers eG took on the overall project management, while we, the digital commerce agency Blackbit, handled the technical implementation and the SEM agency Second Elements took care of all tasks related to search engine optimization (SEO) and search engine advertising (SEA).
In close coordination with EGGERS, we transferred the existing corporate design to the website and incorporated it into templates for the various subpages. Many modules and content elements were customized to meet the group's requirements in terms of design and functionality. The entire implementation was performance- and search engine-oriented.
The new HubSpot tools and functions were presented in joint workshops and implemented in the relevant departments of the company.
"With the new HubSpot website, we have improved our internal processes. Centralized management and the ability to automate processes help us respond even more efficiently to inquiries and applications," says Daniel Steinmetz, Head of Corporate Communications at EGGERS.
Application example database: HubDB for simple, reliable data maintenance
Employees of the EGGERS Group can now conveniently maintain data for project presentations, contact information, or job vacancies via the respective database tables. For example, there is a table for listing job advertisements with input fields for job titles, tags (location, occupational field), URL of the job advertisement, and company. The entered data is automatically displayed on the job vacancies page, where it can be filtered by location and occupational field.
The database tables are configured to query exactly the information needed for display on the corresponding content pages and to make entering this information as easy as possible. In addition to text input fields, there are drop-down fields where you can select the appropriate entry from existing elements/URLs. This makes data maintenance quick and easy and minimizes the risk of input errors. The centrally maintained data is automatically transferred to the correct content area of the website and always displayed uniformly in the predefined layout.
Application example: Lead generation: Automated processes and centralized data storage
Using a central CRM system allows inquiries from interested parties to be managed more efficiently. Specially designed landing pages allow potential customers to conveniently submit their information and required documents to EGGERS via a form. The data entered is automatically stored in the CRM, and the responsible employees receive immediate notification so they can process the inquiries promptly. This automated process simplifies lead generation and ensures structured and rapid processing of new inquiries.
The result: All companies, marketing activities, and sales processes under one roof
With the HubSpot platform, Blackbit has given the EGGERS website a new infrastructure that harmonizes internal processes and external presentation. Company-wide standardized processes for data management were created and a central hub for all marketing, sales, and HR activities was established—from individual blog posts to effective lead generation to successful recruiting.
All eight specialized companies are now united on a central platform that is equally attractive and easy to find for applicants and customers alike. A well-thought-out design and user-friendly contact options facilitate direct access for potential employees and interested parties. The entire website has been comprehensively optimized for search engines.
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