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Hrdlička: We have brought thousands of users to the construction portal MAWIS

Marketing
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HRDLIČKA

Despite the fact that the portal had great potential from the beginning, the question arose: how to reach the right people? It was not about ordinary customers from the public, but about designers, construction companies, and developers. And it is not easy to reach them in the online environment. However, together we managed to find a way that allowed the portal to gain thousands of new users.

The company Hrdlička spol. s.r.o. is one of the largest geomatic firms in the Czech Republic. For over 30 years, it has connected surveying and construction with practice and new technologies. In addition to traditional services, it also develops its own digital tools – one of them is the portal MAWIS, which facilitates the work of professional builders.

Delivered Services
Marketing

Initial State

  • The client focused mainly on traders, while marketing played a secondary role.
  • Orders mainly came through personal contacts, with the online environment having a significantly smaller share.
  • Reaching out to designers, construction companies, and developers was challenging.
  • The customer journey and user profile of the MAWIS portal were not clearly defined.
  • The added value of the portal was difficult to explain and not immediately understandable.
  • In construction, new approaches are adopted slowly and with some caution.

Our Solution

  • We prepared a strategy and a step-by-step approach to tackle the entire marketing process.
  • We launched campaigns in PPC, on social media, via email, and in print media.
  • We clearly demonstrated the purpose of the MAWIS portal and why it is beneficial to work with it.
  • We focused on practitioners – designers and construction companies.
  • We set specific goals and metrics to show the impact of marketing.
  • The portal surpassed the threshold of 1,000 customers and began to operate in a way that makes sense for the company from a business perspective.

Strong sales were not enough, there was a large reserve online

Orders mainly came through traders and personal contacts, online marketing was initially sidelined. This was limiting for MAWIS: to reach designers, construction companies, and developers on a larger scale, we needed a channel that explains the value of the service even without a personal meeting.

MAWIS is a suite of web tools for working with geodata and processes related to construction – from planning to operation. This includes, for example, MawisUtility (statements on the existence of networks), MawiaGeoportal (mapping application), MawisTools (geodata analyses), MawisPhoto (3D documentation via mobile), MawisContract (contracts and deposit proposals), and MawisPasport (asset records).

MAWIS is a professional tool, and at first glance, it is not entirely clear how it can specifically help in practice — for easy understanding, it needs usage examples, short scenarios, data samples, or templates to try out. Without such an explanation, the advantages of the tool are difficult to compare with what companies are already using today. For this reason, we have strengthened our online presence: we clearly described the benefits of MAWIS, prepared access through a single license, and linked it to campaigns that lead interested parties to their first use.

How we reached practitioners through marketing

We created a clear plan and divided it into several steps. We involved:

  • PPC campaigns, 
  • social media, 
  • emailing, and media support. 

As a result, the portal began to reach not only new users but also designers and construction companies, which were originally difficult to engage.

Over a thousand users as confirmation of the right path

We set up marketing to show results in numbers. The client had clear evidence of what digital channels were bringing. The biggest breakthrough occurred when the portal surpassed the threshold of 1,000 customers. At that moment, it was confirmed that marketing has a solid place in the Hrdlička company and can stand alongside sales as another pillar of growth.

And how is MAWIS performing today? 

In a brief interview, we spoke with our PPC specialist Michal Pintér.

Michal, how many active users does the portal have today and how are the numbers developing?

Due to the sensitivity of the data, we can state that it involves lower thousands of licenses and over 2,000 website visits each day. However, we have a monthly growth of 14-20% year-on-year in revenue. The breakthrough came from single licenses. This is a one-time purchase – the user pays for a specific output (e.g., a statement on the existence of networks) and does not subscribe to anything. It is useful when they need to address just a single project or want to try out the tool first. This option was requested by people in feedback from campaigns. Thanks to it, we also reach those who use MAWIS only occasionally – smaller companies, municipalities, or individual designers.

Which marketing channels are currently performing the best?

At this moment, we primarily manage campaigns on Google and Seznam for multiple services. Social media and emailing have already been taken over by the client, and they only consult us for any questions or issues.

Are you successfully reaching the main target groups – designers, construction companies, and developers?

Yes, and very effectively. Online marketing and PPC campaigns are still mainly support for the sales department, but thanks to properly set measurement, we can say that we are in the black and the campaigns not only pay for themselves but also help the client achieve very interesting profits.

What does this mean for others? What principle has worked best for you and can help other companies?

The foundation is measurement. For the “hybrid” lead-gen + immediate payment, it is not enough to only track completed orders. You need to see the entire funnel: steps in the order, visits to key pages, submitted contact requests, and other soft conversions. Set goals and events for each service separately. Only then can campaigns be meaningfully managed and fairly evaluated — otherwise, it is shooting in the dark.

What is lead-gen (lead generation)

  • Acquiring contacts of interested parties that the sales team works with.
  • Goal: inquiry/contact → follow-up care, not immediate payment.
  • Typical actions: filling out a form, downloading materials, booking a demo, requesting a quote.

What we monitor: the number and cost per lead (CPL), lead quality, and how many of them convert into customers.

The budget is part of the project from the very beginning

For every project, we work with a budget from the start and establish rules for working with it: fixed items (brand, research), a smaller allocation for validating ideas, clear limits, and conditions for reallocations based on results. This way, we make decisions based on data rather than intuition. What works for us is described in detail in the article  How to Set Your Marketing Budget for 2026.

Do you need to align strategy, measurement, and campaigns with the company's goals? Contact us and we will prepare a specific plan for you.

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