Walls 2 Workstations
Building Better Workspaces Online: How We Helped W2W Turn Their Website Into a Pipeline
Walls 2 Workstations has spent more than 30 years shaping some of Ireland’s best-known workplaces, with offices for Microsoft, HubSpot, PepsiCo and Adobe in its portfolio. The work spoke for itself. The website needed to do the same. W2W needed a site that showcased their projects properly, guided visitors to the right team, and was backed by marketing that reached the people who commission office fit-outs.
We combined custom development, an SEO retainer, Google Ads, LinkedIn Ads and managed hosting into one joined-up strategy. The result was a 45% increase in ranking keywords, a perfect 100% site health score and a website that has generated more than €325,000 in won and active pipeline in a year.
- Paid Social
- Google Ads
- LinkedIn Advertising
- SEO
- Custom Development
- Hosting
Who is the client?
Walls 2 Workstations (W2W) is a Dublin-based commercial interiors specialist. It helps businesses across Ireland create workspaces that look considered, perform well and adapt to change. The team works with direct clients, main contractors, architects and interior designers, supplying and installing solutions across three core divisions: glazing and glass partitions, office furniture, and contract flooring.
W2W’s project list includes One Microsoft Court, HubSpot House, the Central Bank of Ireland and PepsiCo’s Dublin HQ. Alongside that experience, the business has a strong commitment to sustainability and circular-economy design, with a public roadmap to Net Zero by 2035.
What services did we provide?
We delivered a full digital partnership covering five areas.
- Custom development – We designed and built bespoke pages and functionality on the W2W website.
- SEO retainer – We handled ongoing technical SEO, keyword tracking and performance reporting.
- Google Ads – We ran three service-focused campaigns for glass partitions, flooring and office fit-outs.
- LinkedIn Ads – We ran campaigns aimed at senior decision-makers in W2W’s target sectors.
- Hosting – We provide managed hosting to keep the site fast, secure and reliable.
What was their challenge?
W2W came to us needing development support. Their website had to do more than list services. It needed to present their portfolio with confidence, communicate company news clearly and turn interest into the right enquiry.
One problem in particular was costing them. W2W runs three distinct divisions, and every enquiry needs to reach the right specialist quickly. A visitor reading about contract flooring who clicked “Contact Us” landed on a generic contact page. From there, the enquiry could easily end up with the wrong team, or the visitor could leave without getting in touch.
W2W also needed more of the right people to find them in the first place. That meant stronger organic visibility, and paid campaigns that put them in front of the directors, managing directors and project leads who decide on office fit-outs.
Why did they choose us?
This partnership started with a recommendation. A member of the W2W team had previously worked for one of our existing clients, had seen our work first-hand and knew what we could deliver.
For us, that is the best kind of introduction. There was trust before the first meeting, and W2W knew they were getting a team that understood both the technical side of building websites and the commercial side of generating leads.
How did we approach it?
We started with the website, because every other channel depends on it. There’s little point driving traffic to a site that doesn’t convert.
Smarter enquiry routing. We built custom functionality so that when a visitor clicks “Contact Us” on a service page, they go straight to the contact page with the correct form already selected. A flooring enquiry arrives as a flooring enquiry, and a glazing enquiry goes to the glazing team. It’s a small change for the visitor that makes a real difference to how quickly and accurately W2W can respond.
A case study hub worthy of the portfolio. We built W2W’s case study page and worked with the team to shape its content. With projects for global brands behind them, W2W needed a showcase that let prospects browse their work easily. The case studies have since become some of the site’s strongest organic assets.
Custom news and content pages. We developed bespoke page layouts for W2W’s news and content, including their Net Zero by 2035 roadmap announcement, their feature on sustainable office design and their showroom sale. Each page was built for its purpose rather than forced into a standard template.
With the site in good shape, we moved on to visibility. Our SEO retainer covered continuous technical health checks, keyword monitoring and monthly reporting on what was working. We investigated and resolved site warnings, taking the site to a perfect score.
On the paid side, we split Google Ads into three campaigns aligned with W2W’s services: glass partitions, flooring and office fit-outs. The ads ran Monday to Friday during business hours, when B2B buyers are actively researching. We launched LinkedIn Ads in June 2025, targeting senior decision-makers. As the campaign matured, we broadened the audience to reach directors, managing directors and partners across legal, technology and higher education.
How did we go above and beyond?
Plenty of agencies report on clicks and impressions. We wanted to show W2W something more useful: what their digital marketing was actually worth to the business.
Our reporting doesn’t stop at traffic. We track enquiries from the website contact forms through each division’s pipeline, recording which were quoted, which are still active and which became won projects. That gives W2W a clear view of the commercial value their website generates, not just how busy it looks.
We’ve also been proactive with recommendations. We don’t simply report the numbers; we highlight where the next opportunities are. These include growing rankings for high-intent, non-branded terms such as “office fit out Dublin” and “contract flooring Dublin”, building a consistent content pipeline and keeping mobile page speed tightly optimised.
What was the result?
Over the last 12 months reviewed, the numbers show a website that has become a genuine commercial asset.
Organic visibility grew. The number of keywords W2W ranks for on Google rose by 45%. Organic traffic climbed by 79%. W2W now ranks #1 for “office refurbishment companies”, a high-intent commercial search term. The case study hub we built also ranks for high-volume searches, including One Microsoft Place (#3), HubSpot House and One Microsoft Court.
The site is technically flawless. W2W’s website has held a 100% site health score, with zero errors, warnings or notices. That puts it ahead of the top 10% of websites.
Paid campaigns brought in engaged visitors. While the paid campaigns were running, website engagement rates held between 67% and 75%.
The website became a pipeline builder. In less than a year, the website contact forms generated 54 enquiries across the glazing and furniture divisions. Ten of those have already become won projects. Together with the quotes currently active, they represent more than €325,000 in pipeline. The won work alone is worth more than five times the investment in paid media over the campaign period. A further €192,000 tender, which originated from a website enquiry, is currently awaiting a decision.
W2W has spent three decades building workplaces that work harder for the people inside them. Now their website does the same. It showcases their portfolio, routes every enquiry to the right team and turns online interest into real, measurable business.
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