A new Webflow site with a page for each of three divisions (Storage, Consulting and Development), funnels mapped for each, an audit of their paid ads, and their investor portal moved from InvestNext to Agora.
Can one website speak to investors, developers and consultants?
About The Belrose Group
Belrose Group invests in, develops and consults on self-storage in the US. Each of its three divisions speaks to a different person.
- Sector
- Self-storage
- Market
- The US
- Divisions
- Storage (investing), Consulting and Development
What we built and what changed
18%
more new website users
Pacing case study,
27%
lower operating costs
Pacing case study,
12+
landing pages built
Pacing case study,
Live in March 2025, in place of a Squarespace site that treated every visitor the same. In Belrose's words: "We finally have a process for our leads and trust the data!"
Where it fitsThe four steps we work across, from the ad to the budget call. The lit ones are what this project covered.
- In this projectWe audited their paid ads alongside the rebuild.
- In this projectA new Webflow site with a page and a funnel for each division: Storage, Consulting and Development.
- In this projectServer-side tracking into GA4, BigQuery and Looker Studio, with lead checks built in.
- Not in this projectMoving budget on what the sales data shows, not what the ad platforms report.
Stack
What it runs on
The tools behind this project. Each one has its own page on how we use it and what we connect it to.
WebflowWe're a Webflow Certified Partner. Your team can edit the pages without a developer, and the tracking and forms are wired in before launch.Tech
GTMHolds every tag, in the browser and on the server, so a change goes in once and gets tested before it goes live.Tech
StapeStape runs the server side of our tracking. Tags load from the client's own domain, and the server passes each conversion on to GA4, Google Ads and Meta, so fewer get lost to ad blockers and Safari.Tech
GA4Counts sessions and events. We check it against the raw data before we report from it.Reporting
BigQueryKeeps the raw GA4 and CRM data, so we can join a visit to the lead it produced and check any report against the rows.Reporting
Looker StudioWhere our client reports live: weekly and monthly dashboards the whole team can open, built on data we've checked.Reporting
MetaReaching people who aren't searching yet, and following up the ones who left, once the website and tracking can take the visits. Conversions go in from the server.PPC
Google AdsSearch for leads, Shopping and Performance Max for online shops. Conversion goals match what the business actually counts, and real leads and sales go back to Google.PPC
Screens
What we built, on screen
Scroll the full page
The whole page, top to bottom. It scrolls by itself while you read this. Hover or drag to take over.
The client
Belrose Group invests in, develops and consults on self-storage in the US. It has three divisions: Storage (investing), Consulting and Development. Each one speaks to a different person.
The brief
The old site was on Squarespace and treated everyone the same. Belrose wanted one site that explained all three divisions, gave each its own page, and made it easy for a lead to get in touch. We started in autumn 2024.
What we did
- New site on Webflow. We moved belrosegrp.com from Squarespace to Webflow, with a group home page plus a page each for Storage, Consulting and Development. It went live in March 2025.
- Funnels mapped per division. We drew up the customer journeys, email journeys and the investor accreditation flow for each division, then used them to shape the pages.
- A paid ads audit. We looked at their Meta and Google spend, watched how people moved through the funnel pages with Microsoft Clarity, and checked leads against their investor platform and email tool. Belrose dropped an outside funnel vendor as a result. That audit is the same work we do in our funnel service.
- Tracking and reporting. We designed the tracking around Google Tag Manager, Stape server-side tracking, GA4, BigQuery and Looker Studio, with the lead checks that go with it.
- Investor portal moved. We moved the investor portal from InvestNext to Agora, including training for the team.
What happened
Belrose went from a one-size-fits-all Squarespace site to a Webflow site with a page for each kind of customer, and a lead process the team trusted. New website users rose 18%, operating costs fell 27% once the stack was simplified, and we built 12+ landing pages. Samantha Lowry, Belrose's Chief Marketing Director, put it this way:
"Couldn't be happier with the website and new lead funnel we have! We finally have a process for our leads and trust the data!"
Samantha Lowry, Chief Marketing Director, Belrose Group
Why it worked
We started from the people each division talks to, not from the page layout. Mapping the journeys first meant the site, the funnels and the lead checks all lined up.
In their words
What it's like to work with us
Couldn't be happier with the website and new lead funnel we have! We finally have a process for our leads and trust the data!
Samantha LowryChief Marketing Director, The Belrose GroupMore work
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Next step
Bring your numbers.
We'll tell you if the spend makes sense.
- A 15-minute callYour goals, your challenges, and whether we're the right fit.
- A 1-hour discovery callWe dig into your numbers. Worth a hundred emails.
- A concrete planAds, a custom build or both, as a one-off project or ongoing.