SiteSurvey: From Field Operations Tool to AI-Powered Lead Generation Success
How a digital site survey platform increased qualified trial sign-ups by 92% using AEO content, visitor identification, and automated outreach
Increase in qualified trial sign-ups
Reduction in CAC
Weeks to see results
Companies identified visiting
The Client: SiteSurvey
SiteSurvey is a comprehensive field operations platform that transforms how teams capture data, manage workflows, and deliver projects. Their platform combines digital checklists, AR floorplans, AI transcription, workflow automation, and resource management into one intuitive system.
Serving construction, healthcare, facilities management, utilities, retail, and logistics sectors, SiteSurvey needed a lead generation system that could:
- •Attract field operations managers researching digital site survey solutions
- •Appear in AI tools when buyers ask about AR floorplans and digital site reporting
- •Identify which organisations were evaluating their platform across multiple sectors
- •Convert free trial sign-ups into paying customers faster
Trusted by industry leaders:
Specsavers, Royal Free London NHS Foundation Trust, OGL Engineering, B&M Retail, British Gas, United Utilities
The Challenge
Despite having a strong product trusted by major UK organisations, SiteSurvey struggled with visibility and conversion. Their free trial sign-ups were inconsistent, and they couldn't identify which companies were evaluating their platform or showing buying intent.
Key Problems:
- ✗Low AI visibility: When facilities managers asked ChatGPT "What software do I need for digital site surveys?", competitors appeared first
- ✗Anonymous trial sign-ups: They couldn't see which companies were trying their platform or showing buying intent
- ✗Low trial-to-paid conversion: Most free trial users didn't convert to paying customers within the trial period
- ✗High customer acquisition cost: Paid advertising was expensive and didn't target the right buyers across multiple sectors
- ✗No sector-specific messaging: Generic content didn't resonate with construction vs healthcare vs facilities management buyers
"We had a great product used by major UK organisations, but we weren't being found when field operations teams researched solutions. Traditional SEO wasn't enough. Buyers were asking AI tools about AR floorplans and digital site surveys, not searching Google." Founder, SiteSurvey
Why They Chose Us
SiteSurvey needed a system that could answer field operations questions in AI tools, identify visiting organisations across multiple sectors, and automate follow-up, all without requiring a massive marketing budget.
AEO Content Engine
Monthly content answering field operations questions that facilities managers, construction teams, and healthcare administrators ask in ChatGPT and Perplexity, positioning SiteSurvey as the expert answer source.
Visitor Identification
Identify which organisations were visiting their site across construction, healthcare, facilities management, utilities, retail, and logistics sectors, transforming anonymous traffic into actionable intelligence.
Automated Outreach
Trigger personalised email sequences when companies showed buying intent or signed up for free trials, ensuring no high-value opportunity slipped through unnoticed.
Dynamic Sector Personalisation
Show sector-specific content to construction vs healthcare vs facilities management visitors, increasing relevance and conversion rates across all sectors.
What We Implemented
AEO Content Strategy Across Multiple Sectors
We mapped out the field operations questions that buyers ask in AI tools across construction, healthcare, facilities management, utilities, retail, and logistics: "What software do I need for digital site surveys?", "How do I create AR floorplans?", "What's the best way to digitise site inspections?"
Monthly deliverables:
- ✓1 pillar page (e.g., "Complete Guide to Digital Site Surveys for Field Operations")
- ✓6 cluster articles answering specific field operations questions
- ✓Content optimised for ChatGPT, Perplexity, and Google SGE
- ✓Sector-specific examples and use cases
Example pillar: "Complete Guide to AR Floorplans for Site Surveys", answering everything field operations teams need to know about digitising site inspections with AR technology.
Visitor Identification & Multi-Sector Tracking
We implemented visitor identification technology that revealed which organisations were visiting SiteSurvey's website across all sectors, tracking:
- ✓Company name, industry, sector, and location
- ✓Pages viewed and time spent on key content (AR floorplans, digital forms, reporting features)
- ✓Free trial sign-ups linked to company data
- ✓Buying signals (pricing pages, sector-specific pages, case studies)
- ✓Sector-specific engagement patterns
Within the first month, SiteSurvey identified 487 companies visiting their site across construction (142), healthcare (98), facilities management (127), utilities (62), retail (38), and logistics (20).
Automated Trial-to-Paid Conversion Sequences
We set up automated email sequences triggered when companies showed buying intent or signed up for free trials, with sector-specific messaging:
- ✓Welcome sequences for new trial sign-ups with sector-specific examples
- ✓Onboarding emails highlighting key features relevant to their sector
- ✓Usage-based triggers (e.g., "You've created 5 AR floorplans")
- ✓Sales team notifications for high-intent accounts
- ✓Sector-specific case studies and success stories
Example: When a facilities manager from a major retail chain signed up for a trial and viewed the "AR Floorplans" feature multiple times, they received a personalised sequence about SiteSurvey's AR capabilities with retail-specific case studies.
Dynamic Personalisation by Sector
We configured SiteSurvey's website to show sector-specific content based on visitor industry:
- ✓Construction visitors saw construction-specific features (snagging, handover packs) and case studies
- ✓Healthcare visitors saw healthcare compliance and safety features
- ✓Facilities management visitors saw facilities-specific workflows and reporting
- ✓Utilities visitors saw utilities-specific field inspection features
- ✓Sector-specific CTAs and pricing information
The Results
Lead Generation
- ✓92% increase in qualified trial sign-ups within 8 weeks
- ✓58% reduction in customer acquisition cost
- ✓487 companies identified visiting their site
- ✓124 high-intent accounts flagged for immediate follow-up
AI Visibility & Conversion
- ✓18 AEO content pieces appearing in ChatGPT answers
- ✓12 pillar pages ranking in Perplexity citations
- ✓38% of sign-ups now coming from AI-generated traffic
- ✓3.2x higher conversion rate from AI traffic vs Google organic
Trial-to-Paid Conversion Improvement
Before implementing our system, SiteSurvey's trial-to-paid conversion rate was 14%. After implementing automated outreach sequences, visitor identification, and sector-specific personalisation, their conversion rate increased to 34%, a 143% improvement.
The automated sequences ensured that every trial sign-up received timely, relevant follow-up with sector-specific examples, dramatically improving engagement and conversion.
Sector-Specific Results
Construction:
142 companies identified, 38% trial sign-up rate, highest conversion to paid
Healthcare:
98 companies identified, 32% trial sign-up rate, strong compliance-focused engagement
Facilities Management:
127 companies identified, 35% trial sign-up rate, highest AR floorplan interest
Utilities:
62 companies identified, 28% trial sign-up rate, strong offline capability interest
"The AEO content and visitor identification transformed our lead generation across all sectors. We now see exactly which companies are evaluating our platform, whether they're in construction, healthcare, or facilities management, and can engage at the right moment with relevant messaging. The automated sequences ensure we never miss a high-intent trial sign-up, and the sector-specific personalisation has dramatically improved our conversion rates."
Angelo Sevila
SiteSurvey
What's Next
SiteSurvey continues to scale their AEO content library, expanding into new field operations topics and sectors. They're now:
- →Adding content for new sectors (logistics, warehousing, retail)
- →Expanding automated outreach to include LinkedIn sequences for high-intent accounts
- →Integrating visitor identification data with their CRM for better sales alignment
- →Testing dynamic personalisation to show even more sector-specific content to different visitor types
- →Creating sector-specific case studies and success stories for each vertical
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