CASE STUDY

Conview

We partnered with Conview to build a modern construction technology platform including website design, web development, and comprehensive SEO strategy. The task involved creating a SaaS product website that educates contractors on digital transformation while generating trial signups and paid subscriptions for their project management software.

Description

AREA

Ontario

INDUSTRY

Construction Technology SaaS

INVOLVEMENT

Website Design, Web Development, SEO

THE BRIEF

A modern platform for construction project management technology designed for Canadian contractors.

Conview provides construction project management software specifically designed for Canadian contractors seeking to digitize their operations. The goal was to generate software trials and subscriptions while establishing the platform as an essential tool for modern construction businesses competing in an increasingly digital marketplace.

The platform needed to overcome traditional industry resistance to new technology while demonstrating clear ROI and efficiency gains that justify the investment and learning curve required for adoption.

The Challenge

Construction tech adoption faces significant resistance from traditional industry practices. Many contractors have operated successfully for decades using paper-based systems, spreadsheets, and in-person communication, creating reluctance to change established workflows.

Additionally, construction businesses often perceive software as adding complexity rather than reducing it, particularly when teams include workers of varying technical skill levels. Conview needed to educate the market while demonstrating clear, quantifiable value that overcomes initial resistance and justifies implementation costs.

Key challenges included:

Traditional industry resistant to new technology and skeptical of software solutions
Complex software requiring clear benefit communication to non-technical audiences
Competing with established project management platforms like Procore and Buildertrend with larger marketing budgets
Need to demonstrate ROI and efficiency gains that justify subscription costs
Converting trial users to paying subscribers at sustainable rates
Educating contractors on digital transformation benefits while addressing change resistance
Multiple stakeholder buy-in required (owners, project managers, field crews, subcontractors)
Integration requirements with existing accounting and estimating software
Training and onboarding must be simple to prevent abandonment during trial period
Mobile functionality critical for field-based teams without desktop access

The Solution We Implemented

We approached Conview as a market education initiative combined with SaaS conversion optimization, treating the challenge as both awareness-building and demand generation.

SaaS Product Website

Clear feature and benefit presentation focused on time savings and efficiency rather than technical specifications
Interactive product demonstrations allowing prospects to experience interface before signup
Free trial with minimal signup friction (no credit card required, email-only registration)
Case studies showing real contractor results with specific time and cost savings quantified
Pricing transparency with ROI calculators demonstrating payback period and ongoing savings
Mobile-responsive design reflecting the field-based nature of construction work
Video tutorials and walkthroughs making the software approachable for non-technical users
Feature comparison charts positioning Conview against competitors and spreadsheet-based workflows

Industry Education SEO

Content addressing construction management challenges contractors face daily
Guides on digital transformation in construction reducing fear and resistance to technology adoption
Project management best practices establishing authority and thought leadership
Feature-based content optimized for solution searches targeting contractors seeking specific capabilities
Canadian construction compliance content addressing provincial regulations and requirements
Mobile-first optimization for field managers researching solutions on job sites
Long-tail keyword targeting capturing specific pain point searches
Comparison content for contractors evaluating multiple platforms

Trial Conversion Focus

Onboarding resources for trial users including quick-start guides and project templates
Training videos and documentation enabling self-service success during trial period
Customer success stories demonstrating results achieved by similar contractors
Support and migration assistance information reducing anxiety about implementation
Email nurture campaigns educating trial users on features and best practices
Usage tracking and intervention for trial users showing low engagement
Trial extension offers for users making progress but needing more time
Conversion incentives for annual commitment vs. monthly subscriptions

The Unique Approach

What made this project different was treating construction tech adoption as a market education challenge rather than pure product marketing, recognizing that contractors need to understand WHY before they care about HOW.

1. Contractor-Specific Focus

Rather than generic project management positioning, we emphasized construction-specific advantages:

Solutions designed for construction workflows including RFIs, submittals, change orders, and daily logs specific to construction
Industry terminology and processes resonating with contractors rather than generic business language
Canadian construction compliance including provincial safety requirements and documentation standards
Subcontractor coordination features addressing unique construction supply chain challenges
Field-to-office communication bridging the gap between desk-based management and field crews
Weather tracking and delays capturing construction-specific project variables

2. ROI Demonstration

Moving beyond feature lists to quantifiable business outcomes:

Time savings calculations showing hours recovered per week through automation
Efficiency improvement metrics demonstrating productivity gains across projects
Cost reduction examples quantifying savings from reduced errors, rework, and miscommunication
Real contractor testimonials with specific dollar amounts and time savings
Payback period calculators showing when subscription cost is recovered through savings
Comparison to spreadsheet costs revealing hidden time costs of manual systems

3. Implementation Support

Reducing perceived barrier to adoption:

Guided onboarding with personalized setup assistance
Training resources including videos, documentation, and live webinars
Migration assistance from existing systems including data import and workflow setup
Dedicated success manager for larger accounts during implementation
Industry best practice templates enabling quick-start without extensive configuration
Ongoing education through webinars and content marketing

4. Freemium Trial Strategy

Optimizing the trial-to-paid conversion funnel:

Generous trial period (14-30 days) providing adequate evaluation time
No credit card requirement removing signup friction and trust barriers
Full feature access during trial eliminating upgrade confusion
Onboarding email sequence guiding users through key features and use cases
Usage-based follow-up intervening when trial users show low engagement
Success milestones celebrating user progress and building commitment

Results & Impact

Generated steady trial signup flow averaging 80+ qualified signups monthly
Improved trial to paid conversion from 8% to 18% through onboarding optimization
Established authority in construction technology with top rankings for key software searches
Built scalable SaaS acquisition system with predictable CAC and LTV metrics
Positioned for growth as industry digitizes capturing early adopters and influencing broader market
Reduced customer acquisition cost by 45% through organic channel development
Achieved $280K+ ARR within first year demonstrating product-market fit
Expanded feature set based on user feedback from trial and customer insights
Built integration partnerships with popular construction accounting and estimating software
Created contractor community through user forums and educational events

Final Takeaway

Conview demonstrates how construction tech startups can overcome industry resistance through education-first marketing and demonstrable ROI rather than feature-focused product marketing.

By treating software adoption as a market education challenge and focusing on contractor-specific pain points with quantifiable solutions, we created a scalable SaaS acquisition system that works with rather than against traditional construction industry culture.

This project proves that even technology-resistant industries can embrace digital transformation when vendors demonstrate clear value, provide adequate support, and speak the industry’s language rather than generic tech marketing.

What Do Our Client Say About Us?

" As a construction tech startup, we needed to educate our market while driving trial signups. Volts Studio nailed both objectives. The platform makes our complex software easy to understand, and their content strategy is bringing in contractors ready to digitize their operations. "

Mark Stevens, Founder & CEO