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CHALLENGE:
Habit Action, an expert workspace design practice, struggled to convert digital traffic into high-value leads due to underutilised SEO capabilities. As buyer behaviours shifted towards generative AI over traditional search engines, their organic visibility began to decline. Internally, the marketing team operated without clear visibility leaving their vast database dormant and creating critical challenges in meeting ROI targets.

KEY ACHIEVEMENTS:
By firstly introducing an SEO strategy and then shifting from traditional SEO to Answer Engine Optimisation (AEO), BabelQuest transformed Habit Action’s marketing operations into a proactive lead-generation engine.

Through hands-on coaching and building a custom marketing dashboards, we empowered the Habit Action Marketing team to make data-driven decisions, resulting in the launch of their first strategic newsletter campaign to re-engage untouched and unengaged database.

About Habit Action

Beautiful spaces have the power to foster meaningful connections. In the same way, workplaces are environments of immense potential, where individuals come together, often as strangers, and unite around a shared vision. These spaces reflect the value an organisation places on its people and embody the impact and legacy it seeks to create. Habit Action recognises the significant responsibility involved in designing and delivering a workplace. That trust is not taken lightly. From initial concept through to completion and beyond, Habit Action are committed to ensuring every detail is executed to the highest standards by our most capable professionals.

Industry: Architecture and Planning
Size: SME
Location: UK

The Challenge

How do you generate leads when search behaviours are fundamentally shifting? Habit Action, a leading expert with nearly 50 years of experience in transforming workspaces, was facing a critical digital hurdle. Despite having an established digital presence, their SEO capabilities were severely underutilised, and their website was failing to convert traffic into meaningful business. Furthermore, their organic search traffic was dropping across the board (a common cross-industry trend as buyers increasingly turn to generative AI (LLMs) rather than traditional search engines).

Internally, the marketing team was struggling to navigate these complex digital changes. Operating without clear marketing dashboards, they had no visibility into their performance and were essentially operating "blind". Even when traffic did land on the site, the 10-field contact forms, and the website's technical health score offered a less than desired user experience. Consequently, the digital efforts were yielding just one viable enquiry per month. Habit Action’s HubSpot portal was acting as a dormant database of decaying contacts rather than a proactive, revenue-generating engine.

The Solution

At BabelQuest, we know that driving traffic is useless if your platform isn't built to capture it. When Habit Action engaged us for a monthly Managed Service retainer, we quickly flipped the narrative - instead of just treating the symptoms of wanting higher volumes of traffic, we initiated a holistic platform transformation.

Starting with the technical foundation, cleaning up backlink profiles, fixing duplicate tags, and streamlining forms to reduce friction for the end user.

Crucially, BabelQuest evolved the strategy from traditional SEO to Answer Engine Optimisation (AEO) - adapting to the integration of AI directly into the search experience, and implementing advanced schema markup so that AI search engines and AI Overviews could easily digest, understand, and serve Habit Action’s content to users. This strategic use of AI-focused optimisation future-proofed their digital presence against rapidly shifting buyer behaviours.

Simultaneously, we drove user adoption of HubSpot’s Marketing Hub by building custom "digital boardroom" dashboards, giving the marketing team real-time visibility into crucial metrics like bounce rates and time-on-site. Through hands-on coaching, we elevated the marketing team's capabilities, shifting from reactive "mail shots" to strategic, segmented email campaigns designed to clean and re-engage their massive database.

The Results

The turnaround was rapid, highly measurable, and shifted the marketing department from a cost center into a true lead-generation engine. By focusing on user engagement and conversion optimisation, we supported Habit Action to achieve:

10x Increase in Enquiries: Website leads skyrocketed from 1 to 10 high-value, high-intent enquiries per month - a huge commercial win for their high-value enterprise fit-out services
Technical Excellence: SEMrush site health improved dramatically from 77% to 91%
Optimised Conversions: By reducing form fields and enhancing the UX, site conversion rates improved significantly
Cleaned Backlink Profile: We successfully audited and disavowed a large list of toxic backlinks that were actively harming their search authority

With clear benchmarks and a newly structured AEO foundation, Habit Action is now actively capturing the exact prospects they need to grow.

The Impact

The most profound impact of this project wasn't just technical; it was cultural. We didn't just implement a system, we elevated the marketing maturity of the entire organisation.

The marketing team, once running without clear insights, is now empowered, confident, and capable of making data-driven decisions. They have successfully transitioned from executing ad-hoc tasks to running sophisticated campaigns that re-engage a previously untouched database, bridging the gap between marketing and sales.

For the business, the ROI generated from just a single day a month of our Managed Service has been a critical support to Habit Action... We didn't just fix their search visibility; we turned HubSpot into a platform they simply can't live without.

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By partnering with BabelQuest, Habit Action did more than just replace an expensive, underperforming SEO strategy; they future-proofed their digital presence with Answer Engine Optimisation (AEO), drastically reduced website friction, and gained the real-time dashboard visibility needed to empower their marketing team and prove true ROI.

If your search traffic is dropping due to shifting AI search behaviours, or your website is failing to convert visitors into high-value inquiries – this transformation story shows that with the right partner and a holistic platform strategy, there's a better way forward.

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