Key outcomes

  • £1.8 Million+ in revenue directly attributed to marketing sources under a 12-month retainer model.
  • High-performance paid acquisition engine established, yielding an outstanding 10,432.92% ROI from an efficient baseline spend.
  • Exceptional 24.95% lead-to-customer conversion rate, turning 1,523 leads into 380 new customers.
  • Core website infrastructure completely migrated to HubSpot CMS, eliminating data silos while targeted SEO strategy achieved a 362% YoY increase in blog visibility.

Avidly partnered with Johnsons Workwear to execute a multi-phased digital transformation that turned fragmented reporting and legacy setups into a unified commercial engine. Operating as the UK's leading provider in their space, the company needed a data-driven strategy capable of powering continuous growth while seamlessly capturing high-value digital leads.

Rather than settling for a standard system update, we delivered an integrated approach across web infrastructure, inbound content marketing, and targeted paid media. By mapping advanced technical workflows straight to core business objectives, we successfully automated lead nurturing, cleaned legacy databases, and launched a high-converting paid search strategy.

The result? A highly optimised, transparent digital presence that bridges the gap between marketing capture and sales closing actions. Backed by measurable data, Johnsons Workwear has gained total clarity over its early-funnel pipeline, and built a scalable technology foundation ready for long-term operational success.



Business overview

Johnsons Workwear is the UK’s number one provider of workwear, protective wear, and workplace hygiene services. Operating as a major division within the broader Johnson Service Group, the company serves as an essential infrastructure partner to thousands of businesses nationwide.

Despite maintaining an industry-leading position, the company recognised a pivotal need to modernise its digital ecosystem. To sustain its market prominence and achieve more scalable customer acquisition, Johnsons Workwear needed to transition from fragmented reporting and disconnected legacy systems to an integrated, data-driven strategy that could drive continuous commercial growth.

 

Executive summary

Avidly partnered with Johnsons Workwear to deliver a multi-phased digital transformation centred on building a unified, highly optimised source of truth across sales and marketing teams.

By developing a strategic migration plan, Avidly successfully restructured the company's web assets and dismantled deep-seated process gaps.

The ongoing partnership has delivered a full web infrastructure migration onto HubSpot CMS, with bespoke Marketing and Content Hub implementation. The final execution clarified data attribution so effectively that it enabled the organisation to maximise its lead generation performance and rapidly expand the scope of the partnership.

Johnsons Lorry

The challenge

As B2B buyer journeys evolved, Johnsons Workwear's existing web presence and data silo challenges limited its visibility over early-funnel pipeline development. Marketing and sales activities lacked a centralised tracking hub, leaving lists segmented, with inconsistent naming conventions and duplicate records, which clouded performance management.

The team needed more than just a regular system update; they required a robust strategic framework to capture and scale high-value digital leads, which internal data proved closed at an incredible 4:1 ratio compared to the 12:1 ratio required for traditional cold calling.

The overarching challenge was to migrate website architecture smoothly to a modern platform while upskilling staff to fully adopt advanced automated workflows without disrupting day-to-day operations.

Johnsons Workers

The solution

Avidly’s approach began with comprehensive scoping and deep discovery workshops to completely get under the skin of the brand's workflow challenges. This collaborative lifecycle-based programme focused on mapping technical requirements straight to core business outcomes.

The tailored system configuration included:

  1. HubSpot CMS web migration: Rebuilding and migrating the core Johnsons Workwear web ecosystem onto HubSpot CMS to enhance lead attribution and performance analytics.
  2. Marketing retainer: Implementing structured, topic-cluster content marketing and lead nurturing flows designed to attract, engage, and re-engage prospects systematically.
Johnsons_lifestyle-building-55
PHV_6010 - Copy

The results

The collaboration breathed life into a commercial framework that now leads with total transparency. The new system configuration seamlessly guides prospective buyers through frictionless digital touchpoints while handing clean data to sales reps in real time.

Internally, the initial execution smashed expectations, prompting immediate project expansions across corporate sub-brands. By removing friction between marketing capture and sales closing, Johnsons Workwear completely optimised its modern business scalability.

  • Inbound-led web pipeline expanded substantially under an enduring 12-month retainer model.
  • Flawless staff transition achieved through customised platform training sessions.
  • Full deployment delivered smoothly by a dedicated, multidisciplinary pool of HubSpot experts.
  • High-performance paid acquisition engine established, creating over 91 new enterprise deals and driving an outstanding 10,432.92% ROI from an efficient baseline spend.
  • Overall delivery tracking yielded a 24.95% lead-to-customer conversion rate, resulting in over £1.8 million in revenue directly attributed to marketing sources.

Once I find a supplier that I like, I’m very loyal to them — and Avidly are certainly in that category. The whole team do a fantastic job for us, and we’re very grateful. We’ve had the best sales year on record, and they’ve definitely contributed to it. SO our Sales Director is also happy!

 

Mann1
Stephanie Metcalfe
Marketing Manager, Johnsons Workwear

Why Avidly? And what's next?

Avidly’s success with Johnsons Workwear stems from our ability to combine global enterprise SaaS expertise with a proactive, collaborative approach to digital transformation. We don't just deliver standardised templates when we build technical environments; we provide the strategic sparring and technical excellence needed to challenge and master the B2B status quo.

With the fundamental inbound and CMS architecture now firmly in place, the partnership continues to evolve into advanced CRM frontiers. The relationship continues to expand, ensuring that as Johnsons Workwear leads its sector, its technology stack remains the most powerful tool in its growth strategy.

If you’re ready to eliminate process bottlenecks in your sales pipeline and build a website infrastructure that fuels enterprise growth, get in touch with Avidly to see how we can transform your operational goals into a high-performance market reality.