Discover how custom HubSpot dashboards and real-time marketing visibility helped Habit Action scale from 1 to 10 qualified monthly leads

The challenge: Habit Action's SEO was underused and its organic visibility was slipping as buyers shifted towards AI-driven search - and with no dashboards in place, the marketing team had no way to see what was working.

The achievement: BabelQuest rebuilt Habit Action's technical foundations, moved its strategy from SEO to AEO, and gave the marketing team the visibility and confidence to launch its first strategic, database-wide campaign.

Standout numbers:

• 10x increase in high-intent enquiries - up from 1 to 10 a month
• Site health score up from 77% to 91% (SEMrush)

• Conversion rate dramatically increased from an average of 0.24% before optimisation to 1.9%

• First-ever segmented newsletter campaign, re-engaging a previously dormant contact database
• A fully audited and disavowed backlink profile, removing toxic links that were actively harming search authority

About Habit Action: Habit Action is a UK workplace design practice with almost 50 years of experience helping organisations design and deliver workplaces that reflect their values and culture. It is an SME operating in the architecture and planning sector.

Havas People is a full-service employer branding and communications agency and the specialist employer branding team within the global Havas Group — a network of over 20,000 experts across 100 countries. Havas People operates across the UK, US, India, Asia and Australia, building brands and experiences in the worlds of work and study.

• Industry: Media and Communications
• Size: Enterprise
• Location: UK, with operations spanning the US, Asia, India and Australia
• Products used: HubSpot Sales Hub, HubSpot Marketing Hub, Breeze AI (Intelligence & Enrichment)

Habit Action had built a strong reputation over nearly five decades of workplace design - but its digital marketing hadn't kept pace with the ambitions of the business. As buyer behaviour shifted, largely a consequence of growth and evolving market expectations rather than any failing on Habit Action's part, four problems had quietly compounded:

• SEO capability was underused. Habit Action had an established digital presence, but its SEO wasn't structured to convert traffic into business, and organic search traffic was falling further still as buyers increasingly turned to generative AI tools instead of traditional search engines.
• The marketing team had no visibility. Without dashboards or reporting in place, the team was making decisions without the data to back them, making it hard to demonstrate return on investment or prioritise effectively.
• The website was quietly turning prospects away. Ten-field contact forms and a weak technical health score meant that even the traffic that did arrive rarely converted - the business was generating just one viable enquiry a month.
• A large, valuable database sat dormant. Habit Action's HubSpot portal held a substantial contact base, but with no strategy for re-engagement, it functioned as a store of decaying records rather than a source of new business.

Together, these challenges meant a well-established, respected practice was quietly under-monetising its digital presence at precisely the moment search behaviour itself was changing.

Habit Action's marketing function moved from a cost centre to a genuine lead-generation engine:

• 10x increase in high-value enquiries - website leads grew from 1 to 10 high-intent enquiries a month, a significant commercial win given the high value of Habit Action's enterprise fit-out projects
• Site health improved from 77% to 91% (SEMrush), reflecting the technical clean-up work carried out early in the engagement
• A cleaned backlink profile, with toxic, authority-damaging links identified and disavowed
• A first strategic, segmented newsletter campaign, re-engaging parts of the database that had gone untouched for years

Beyond the numbers, the impact was cultural as much as technical. Habit Action's marketing team moved from operating without visibility to making confident, data-driven decisions, and from running one-off tasks to planning and delivering strategic campaigns. With a cleaner technical foundation and an AEO-ready strategy now in place, Habit Action is positioned to keep capturing the high-value enquiries its business depends on, even as search behaviour continues to shift.