Black Steel Doors

THE CHALLENGE

Black Steel Doors, a luxury steel door manufacturer and installer, had built strong visibility through SEO and social media, generating millions of views. The attention was there, but it wasn’t translating into revenue.

There was no clear pathway from interest to enquiry, and no structured follow-up once leads came in. Their systems were fragmented, their CRM underperforming, and their customer journey lacked the consistency expected from a premium brand.

They needed more than visibility. They needed a system that could capture demand, qualify it, and convert it into sales.

OUR SOLUTION

We built a direct response ecosystem designed to turn attention into measurable growth.

This started with targeted Meta ad campaigns focused on attracting high intent, qualified leads. Alongside this, we developed a complete backend infrastructure, including a custom CRM setup, automated follow-up sequences, and branded email templates that reflected their premium positioning.

Every touchpoint was designed to feel cohesive and intentional. From first click to final quote, the system worked together to guide prospects through a clear, conversion focused journey.

THE PROCESS

We began with a deep Discovery & Audit phase, starting with a comprehensive call and SWOT analysis. This allowed us to understand their strengths, including exceptional product quality, while identifying gaps in their processes, branding, and CRM setup. We also assessed market opportunities and competitive threats, giving us a clear picture of where growth was being lost and where it could be unlocked.

From there, we moved into Strategy & Direction, translating these insights into a clear, actionable roadmap. We defined their target audience, refined their positioning for a luxury market, and outlined the key systems and metrics needed to drive results. Every decision was grounded in both data and commercial impact.

With a clear direction in place, we developed the creative. This included high-end testimonial content, short-form video concepts, and a fully mapped customer journey. Alongside this, we designed branded email templates and ensured every touchpoint aligned with a premium, consistent experience.

We then moved into Build & Implementation, replacing their existing CRM with a custom system built around automation across sales, follow-up, and aftercare. Campaigns were launched, content was produced, and every element was tested to ensure it worked seamlessly together.

Finally, we executed the Launch & Handover, onboarding their team and providing full training on the new systems. Our support didn’t stop there. We continue to monitor performance, refine the strategy, and optimise results, ensuring long-term growth and scalability.

THE RESULTS

Black Steel Doors had strong SEO and a social media presence with millions of views - but no sales were coming through. AMW launched targeted ad campaigns and in just over 2 months generated 242 leads at £25.22 per lead, with a CTR of 11.7% and CPC of £1.27. An additional 1242 landing page views came from disqualified leads.

We built their entire SaaS follow-up sequence, branded email templates, and lead nurturing system, achieving a 6.4% conversion rate. The campaign was eventually paused because they reached capacity with orders.

WHAT WE LEARNED

The biggest takeaway from Black Steel Doors was that luxury branding isn't about looking expensive, it's about consistency across every single touchpoint. From the first Google Ad click to the quote follow-up email, the experience has to feel premium. One weak link and the whole perception crumbles. We learned that the CRM wasn't just a nice-to-have; it was the backbone of the entire client journey.

This project fundamentally changed how we approach premium brands. We now audit every customer touchpoint before designing anything visual. The logo and website are just the surface - the real brand lives in the automated emails, the proposal templates, the follow-up sequences. We build those systems first and design around them.

If you're a premium product or service business, our advice is simple: don't invest in beautiful branding until your backend experience matches. A stunning website that leads to a generic Gmail follow-up kills trust instantly. Build the infrastructure first, then wrap it in design that reflects the quality your customers already expect.

Ewelina Wojciechowska

Owner, Black Steel Doors

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