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Henry Jones

Henry Jones

Henry is a sharp Business Analyst & SEO Specialist. He helps building products businesses qualify and nurture their Barbour ABI leads through inbound marketing, and email automation campaigns. He also manages the SEO of Insynth and our clientele

Recent posts by Henry Jones

15 min read

How FAQs can Drive Traffic and Visibility for Building Products Businesses

By Henry Jones on 24-Jul-2023 09:00:00

This blog will uncover the untapped power of Frequently Asked Questions (FAQs) – the game-changer your marketing strategy has been seeking!

In this guide, we'll unveil the immense potential of FAQs in driving traffic and boosting your website's rankings on Google, all while supplementing your content marketing and SEO-optimised product pages.

Get ready to discover the secret sauce that showcases your content like never before!

Topics: SEO
10 min read

4 Stages of Creating a Content-Driven Marketing Engine

By Henry Jones on 18-May-2023 16:43:13

In the ever-evolving landscape of digital marketing, content remains king. A well-executed content strategy can drive organic traffic, engage target audiences, and lead to conversions. However, building a robust content-driven marketing engine requires a systematic approach that spans multiple stages of development.

Topics: Content Marketing SEO Lead Generation
6 min read

How to Optimize Your Videos for Better Search Rankings

By Henry Jones on 20-Apr-2023 17:07:17

Whether you're supplying to contractors, architects, or specifiers we'll show you how to get your videos ranking higher on search engines, driving more traffic to your website, and helping you grow your business.

Topics: SEO
5 min read

Expertise, Authority, and Trust: A Beginner's Guide to E-A-T in SEO

By Henry Jones on 24-Mar-2023 09:07:09

If you're new to the world of SEO, you may have heard the term E-A-T thrown around a lot lately. But what exactly is E-A-T, and why does it matter for search engine optimization? In this beginner's guide, we'll break down the basics of E-A-T and offer practical tips for improving it on your website.

Topics: SEO
7 min read

How To Create An Effective SEO Content Strategy

By Henry Jones on 16-Feb-2023 12:57:38

Creating an effective SEO content strategy can seem daunting for anyone unfamiliar with the intricacies of search engine optimization. However, having a planned and organized approach to your content marketing efforts can be incredibly rewarding in the long run.

Topics: Content Marketing SEO
5 min read

7 Construction Marketing Themes You Should Be Writing About To Improve Your SEO

By Henry Jones on 04-Nov-2022 11:36:53

Ever found yourself wondering what your building products business should be blogging about? Have you established a content strategy but you’re struggling to turn it into action? Have you been asked to write about a topic but you’re not confident that Architects and Specifiers will want to read what you have to say?

Topics: Content Marketing SEO Inbound Marketing
3 min read

#INBOUND22 Humanising Content Analytics

By Henry Jones on 12-Sep-2022 15:12:36


How do we build content that drives future decisions? Stephanie Schwartz, Manager of Strategy And Education at Parse.ly, and David Cardiel, VP of Marketing at WordPress VIP aimed to answer this question in their talk on Day 3 of INBOUND22.

Topics: INBOUND22
4 min read

#INBOUND22 What's Next: How To Navigate Marketing Around Search And Social Algorithms

By Henry Jones on 09-Sep-2022 17:51:13


In recent years SEOs and Content Marketers have found that search engine algorithms have gotten harder to understand and therefore finding methods for ranking their content has become tougher. Meanwhile, on social media platforms, we’re also finding that organic reach is being reduced. All whilst paid ads are continually getting more expensive to set up and manage. 

Topics: INBOUND22
6 min read

#INBOUND22 How Great Brands Scale SEO: A Behind The Scenes Look

By Henry Jones on 08-Sep-2022 15:25:00


“Has your organic traffic plateaued?” A great question asked by Dale Bertrand, President at Fire & Spark in his talk at INBOUND22. Dale is someone who I had the pleasure of listening to at BrightonSEO back in April. This time in Boston, he’d be covering scaling SEO as your company grows, and using examples of how some of the best have done it previously.

Topics: INBOUND22
6 min read

Why Having A Construction Marketing Strategy Is A Must

By Henry Jones on 23-Aug-2022 14:43:40

Developing a marketing strategy is crucial to the success of any business in the building products and construction industry. People often overlook marketing, placing it under the ambiguous sales or advertising bracket but you should view marketing as so much more.

Marketing is a strategic process that should drive your business development and growth.

Topics: Inbound Marketing
5 min read

How To Do A Competitor Analysis For Your Construction Marketing Strategy

By Henry Jones on 16-Aug-2022 08:39:25

By analysing your competition and monitoring them on an ongoing basis, you'll get to know their behaviour, enabling you to anticipate their actions and stay one step ahead.

Competitive research is crucial to your success as a building products business because it arms you with the ability to quickly identify industry trends and adapt to competitors' campaigns or strategies to maintain a foothold or even out-compete them.

Topics: Content Marketing
5 min read

The Tool Every Barbour ABI Subscriber Should Have

By Henry Jones on 22-Jun-2022 13:03:34

Every day Barbour ABI researchers find new projects and upload them to their national database. This is a chance to connect with people working on live construction projects all over the UK.

But how many do you actually call or email?

Topics: Lead Generation
2 min read

BRIGHTON SEO: An Effective SEO Process

By Henry Jones on 27-Apr-2022 14:57:51

As someone relatively new to the world of SEO getting the opportunity to listen to the experts lead sessions on their favourite topics was an opportunity I couldn’t miss.

Topics: SEO
12 min read

The 7 Pillars Of Lead Generation

By Henry Jones on 07-Jul-2021 15:53:50

The 7 Pillars of Lead Generation is a comprehensive plan to provide your construction products business with a steady stream of new leads to grow your business and increase profitability.

Topics: Lead Generation
6 min read

How Your Website Can Get Your Construction Products Business Specified

By Henry Jones on 15-Jun-2021 11:00:00

The way construction product’s businesses are getting specified is changing, this is partly due to the changing nature of the workforce.

If you’re aged between 25 and 40 you’re classed as a millennial and this age group makes up 35% of the UK workforce.

Millennials are digital natives, who grew up using the internet and technology. But why is this relevant to construction products businesses?

Well, 73% of millennial workers are involved in decisions to purchase products or services for their companies and millennial B2B buyers cited internet search and vendors’ websites as their top two means of researching products and services.

Does your construction products website cater to the needs of these modern specifiers?

If you think it needs some improvement, then read on to find out how to get your construction products website can get your business specified.

Topics: Website
7 min read

5 Easy Fixes For Construction Products Websites

By Henry Jones on 14-Jun-2021 16:07:50

Your website is your virtual storefront, people may become familiar with your brand through other platforms such as social media or trade shows, but your website is the place they visit when they want more information about your business and your products.

However, although websites are gaining prominence in the built environment, there are still manufacturers falling short of their competitors with underperforming sites.

But where should construction product businesses start if they want to improve their website?

With this in mind here are 5 easy fixes for your construction products website to give an excellent first impression, communicate the essentials and educate your prospects.

Topics: Website
6 min read

What Architects Are Looking For In A Construction Products Website

By Henry Jones on 10-Jun-2021 11:00:00

When we need a question answering or some more information on a topic; where do we go for answers?

If you need to know how to cook the perfect steak, buy a new pair of jeans or find out the weather forecast for the weekend, where do you turn to first?

If you’re anything like me, then the answer is the internet.

And, contrary to popular belief, architects are just like us too.

When they need to find a specific product, do some research or get some inspiration they open a new tab and use a search engine to get some answers.

In fact, a recent study found that 98% of architects prefer to research building products online.

In this post, we’ll be delving into, how to reach the millennial architect, what goes into a winning construction products website, and how to use design, layout and content to encourage architects to specify.

Topics: Website
4 min read

How To See An ROI From Lead Generation

By Henry Jones on 12-May-2021 11:00:00

Investment in lead generation for both marketing and sales is growing, as businesses realise they can’t wait for revenue to come to them. But it’s important to invest in the right places for your building products business.

Topics: Lead Generation
4 min read

Why Is Data Hygiene So Important To Lead Scoring?

By Henry Jones on 27-Apr-2021 11:00:00

If you’ve been following the 7 Pillars of Lead Generation, then you’ll know how each pillar is a key component of an overarching strategy. Without taking care to follow each pillar then the overall strength of any building products businesses lead generation practice is weakened.

Pillar 6 is all about data; why it’s so important, how to manage it and how to utilise it to grow your business and create leads for your sales team. If you’re interested in learning about how to store and manage data using a CRM then read Pillar 4: Systems and Skills.

Topics: Lead Generation
4 min read

How Sales And Marketing Alignment Can Drive Lead Generation

By Henry Jones on 12-Apr-2021 11:00:19

By following the 7 Pillars of Lead Generation, a no strings attached guide to increasing the number of enquiries your building products business receives, you can steadily and predictably increase revenue.

This blog covers Pillar 5 which explains the importance of marketing and sales alignment within a business, to create leads and then follow upon them.

By combining the lessons of this Pillar and with the help of the right systems and skills, you can create a seamless and integrated approach to marketing and sales that utilises the skills of both to drive lead generation for your building products business.

Topics: Lead Generation
4 min read

Have You Got The Right Tools For Successful Lead Generation?

By Henry Jones on 25-Mar-2021 11:00:00

For building products businesses, the construction industry, or any company looking to grow; creating and implementing a winning lead generation strategy can be the determiner between failure or success.

The process can be complicated and things can often be overlooked, which is why a comprehensive model such as the 7 Pillars of Lead Generation can help you to build a lead generation strategy that will sustain your business into the future.

Pillar 4 covers the systems that can be used to collect and collate data or enable sales teams to contact leads. And it looks at how your team can learn and develop the skills to use these systems and get your products specified.

Topics: Content Marketing Lead Generation MarTech
6 min read

How To Make The Most Of Your Content Library

By Henry Jones on 24-Feb-2021 11:00:00

The 7 pillars of lead generation is a comprehensive model that guides you to grow your building products business. Each pillar brings its unique qualities and works in tandem with the others to increase the number of enquires, contacts and connections your company will make.

This blog is part 2 of the second pillar, which is Content Creation. Part 1 of Content Creation, covers the essentials of how to build a content marketing plan for your building product company and how to deliver it to the right audience.

In Part 2 we will discover how to make the most of the content you’ve created, by leveraging SEO to increase the visibility of your content and how to gate content to capture information for your CRM.

Topics: Content Marketing Lead Generation
4 min read

Content Creation: The Foundation of Lead Generation

By Henry Jones on 09-Feb-2021 14:00:00

Successful lead generation relies on the bringing together of 7 key pillars that unite to give you a robust strategy for driving the number of enquiries, contacts and connections that your building products company make.

The second pillar of these 7 is content, which will be delivered in two parts. This term umbrellas a host of written elements that make up your content library throughout your company.

In this second instalment of The 7 Pillars Of Lead Generation series, we will explore how content can help you in the building of your lead generation strategy.  Pillar 1 – Strategy can be read here.

Topics: Content Marketing Lead Generation
5 min read

Strategising For Success With Your Building Products Business

By Henry Jones on 25-Jan-2021 12:30:00

The 7 pillars of lead generation create structure within marketing, sales and the overall business function of a building products company. By following them consistently, lead generation will provide your business with steady growth and profitability.

All 7 pillars work in tandem and without each other the structure crumbles. To create quality leads which your sales team can convert, all 7 pillars must be in place.

Each week, I’ll be exploring each pillar in-turn, helping you develop  a clear pathway to generating leads for your building product business.  

The first pillar is creating a winning strategy. Imagine this as the central column around which the other pillars are built. A mature and established strategy will guide your business through every stage of the process, and be a detailed plan to direct your building products company towards success.

Topics: Content Marketing Lead Generation