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Case study
How video marketing generated 187 qualified leads for a glass company.
Six months. One production system. Not more content — the right content, connected to the way the company actually sells.
The challenge
A good company that nobody could see enough of.
The glass company had a strong reputation and a genuinely good product. What it didn't have was a marketing system that produced new opportunities on any kind of schedule.
Work came in, but it came in unpredictably — a referral here, a repeat customer there, a designer who remembered them from a job two years ago. Good months and quiet months, with no obvious reason for either.
The website was the clearest symptom. It described the company accurately and did nothing else. A visitor could read about the services and leave knowing roughly as much as when they arrived. It was a brochure that happened to live on the internet.
The problem was never the quality of the work. It was that potential customers weren't seeing enough of it.
What they were relying on
- Referrals
- Word of mouth
- Existing relationships
- Occasional social posting
- A website that functioned as an online brochure
The goal
Four things we agreed to fix.
01
Generate more qualified leads
Build a marketing system capable of consistently producing inquiries from homeowners, builders, designers and commercial clients — not just the ones who already knew the company.
02
Increase website conversions
Turn visitors into actual inquiries, rather than simply informing them and letting them leave.
03
Build brand authority
Use professional video and photography to demonstrate the craftsmanship, the people, the finished projects and the expertise behind them.
04
Create a repeatable system
Produce content that works across the website, Google, Instagram, Facebook, YouTube, email and paid advertising — from the same production days.
The strategy
We built the content around the sales process, not around the camera.
Most video projects start with "what should we shoot?" This one started with "what does a customer need to believe before they call?" Five areas came out of that.
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01
Brand storytelling
A professionally produced brand film introducing the company, its people, its experience and its approach to craftsmanship. The piece a prospect watches before deciding whether these are serious people.
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02
Project content
We filmed completed installations and turned individual jobs into marketing assets. Every finished project the company was already proud of became something a future customer could actually see.
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03
Customer testimonials
Real customers explaining what it was like to work with the company — in their own words, on their own sites. Testimonial video answers the objection a salesperson can't answer credibly about themselves.
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04
Educational content
Short-form video answering the questions customers were already asking before they ever picked up the phone:
- How much does a custom glass shower cost?
- What's the difference between framed and frameless?
- How long does installation take?
- What glass should a homeowner choose?
- What should a builder know before ordering glass?
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05
Lead generation
None of it sat on a channel by itself. Every piece was connected to landing pages, calls to action, retargeting campaigns and lead forms — so attention had somewhere to go.
The production
What six months actually produced.
Instead of creating a hundred pieces of unrelated content, each shoot was designed from the outset to produce several marketing assets at once.
One project could become a project video, a testimonial, a photography gallery, a set of social clips, a page on the website, an email and an advertising asset — from the same day on site, with the same crew, at no additional production cost.
That's the difference between buying video and building a content operation.
Assets delivered
| Asset | Quantity |
|---|---|
| Brand film | 1 |
| Customer testimonials | 6 |
| Project videos | 12 |
| Educational videos | 24 |
| Short-form social videos | 72 |
| Professional photos | 150+ |
| Landing pages | 3 |
| Email campaigns | 8 |
The results
After six months.
The numbers behind the leads
Traffic was never the point. Conversations were.
Worth being precise about what that last figure is: it's the value of the opportunities the campaign created, not revenue banked. Not every opportunity closes, and no marketing campaign should claim otherwise. What the numbers show is that the volume of real, qualified conversations went up — and that's the part marketing can actually control.
What changed
The website stopped describing the business and started selling for it.
Before the campaign, the site was somewhere people went to learn about the company. Afterwards it was part of the sales process. A visitor could do five things they couldn't do before.
SEE
Real projects and finished installations, not stock photography of somebody else's glass.
UNDERSTAND
What the company actually does, and which kinds of customer it's built to serve.
TRUST
Hear from real customers about what the experience was like, before committing to a call.
LEARN
Get answers to the obvious questions — cost, timeline, options — without having to ask.
ACT
Request a quote, call, or submit a project inquiry, from wherever they happened to be reading.
Why video made the difference
Not better-looking videos. Videos that answered the actual questions.
Before, the company could say
"We provide high-quality custom glass solutions."
After, it could show
- A real project
- A real customer
- A real installer
- A real transformation
- A real explanation of the process
Every company in the trade says the first thing. None of it is checkable, so none of it moves anyone. The second column gave a prospect a reason to trust the company before they'd spoken to a single salesperson — which is the whole job of marketing.
The content flywheel
One production day. Weeks of marketing.
The expensive way to do marketing is to treat every channel as its own project — a shoot for the website, another for social, another for ads. We stopped doing that. One visit to one finished project fed everything.
PROJECT
LEADS
One production investment, content for the entire marketing ecosystem. And because the library keeps working, it carried on generating value for months after the last shoot day — which is the part that never shows up in a production quote.
The takeaway
A video doesn't create a marketing system. The strategy around it does.
What actually moved the numbers was combining the production with everything that has to happen either side of it:
That turned the company's existing projects, customers and expertise — things it already had — into a repeatable marketing engine. The company went from "we need more content" to "we have a system that turns our work into marketing."
The West45 approach
Most businesses don't need more content.
They need the right content, and they need it to work across the whole customer journey rather than in one corner of it.
That's the difference between video as a growth asset and video as another line on the marketing budget. A film that nobody sees costs exactly as much to make as one that fills a pipeline.
If you want to see how the individual pieces work on their own, we've written about what video production actually costs, why testimonial videos fail to convert, and how long a marketing video should be.
How we run it
- Create — production built around the questions customers ask
- Distribute — every asset placed where its audience already is
- Convert — attention connected to a form, a call, a next step
- Measure — leads and opportunities, not views
- Optimise — spend moves behind whatever is working
A note on this case study. The client asked not to be named, so figures here are reported without an identifying company. All numbers were supplied by the client from their own CRM and ad reporting. Pipeline is an estimate of opportunity value at an average project value of $2,735 — it is not closed revenue, and results vary by market, budget and sales process.
Next: how a custom home builder built $4.2M in qualified pipeline using the same approach over a much longer sales cycle.
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