Case study
Turning website visits into direct enquiries
Two serviced-apartment operators, one job. Executive Roomspace and Hilltop both needed a website and booking funnel that converted the visitors they already had.
The short answer: fixing the path from search to enquiry moved the numbers for both operators. Roomspace's website enquiries went from 22 in October 2023 to 66-69 a month by June and July 2024. Hilltop's enquiries rose 51% across January to October 2025 while its website visits fell 18%. The dates and caveats are below, because you should see them before you trust either number.
The problem
Executive Roomspace is a corporate serviced-apartment operator with 250+ apartments across London, the South East, Madrid and Lisbon. Its guests are bookers, relocation agents and procurement teams, so the site had to work for people who compare several suppliers before they pick up the phone. Search and booking ran through a connection to the property management system that needed rebuilding.
Hilltop Serviced Apartments, in Manchester and Sheffield, had an older WordPress site that was not built for mobile, did not pass enquiries into a CRM, and ranked poorly for location searches. Most of its visitors were on phones.
Different guests, same leak: visitors arrived and the site did not give them an easy way to enquire or book direct.
What we did
At Roomspace, we rebuilt search and booking on the property management system's API, then ran the marketing around it: HubSpot forms and workflows so enquiries landed with the sales team, SEO landing pages and content, and paid campaigns. The programme ran from October 2023 into 2024.
At Hilltop, we rebuilt the website in 2024 as a mobile-first site with dedicated Manchester and Sheffield pages, a map search by postcode, live availability from its Tokeet PMS, and enquiry forms that flow straight into HubSpot with no manual entry.
In both cases the principle was the same: make the direct route the easiest one, and make every enquiry visible to the operator.
What changed
22 to 66-69
Website enquiries a month
22 in October 2023, 66 in June 2024 and 69 in July 2024. These are enquiry-form notifications from HubSpot, a count of form submissions, not qualified leads or bookings. October is a quieter month than June and July, so part of the gain may be seasonal. The window sits inside our October 2023 to 2024 programme, which included paid search run alongside other channels, so we credit the whole programme and not one channel.
+51%
Enquiries, January to October 2025 against 2024
727 enquiry-form submissions in 2024 and 1,101 in 2025, while website sessions fell 18% (17,363 to 14,263). Enquiries per session went from 4.2% to 7.7%. These are enquiry-form submissions, not bookings.
Hilltop, one month either side of the 2024 rebuild
Monthly enquiries were 57 in January 2024 and 130 in January 2025, a same-month, year-on-year comparison across the rebuild. January 2025 was a peak month and February 2025 fell back to 61, which is why we pair this figure with the ten-month one above. Full write-up on the Hilltop case study.
In their words
"Working with W4B has been a breath of fresh air from a Director of Sales point of view."Melanie Degand, Executive Roomspace
"W4B has completely transformed our website and booking engine to help grow our client base and receive more direct bookings for increased revenue."Hilltop Serviced Apartments
What this means for your site
Neither result came from more traffic. At Hilltop, visits fell while enquiries rose. The gain came from the funnel: a site that works on a phone, shows live availability, and sends every enquiry straight to the people who can answer it.
Read the full write-ups for Executive Roomspace and Hilltop. If you want the same look at your own site, we will go through your website and booking mix together on a free call.
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