McMonagle Marble & Granite
From Local to Nationwide: How Strategic SEO & Content Marketing Grew McMonagle Marble & Granite
McMonagle Marble & Granite, based in Co. Donegal, is a long-standing, family-run business originally known for fireplace manufacturing. In recent years, the company pivoted to focus on the fabrication of granite and quartz worktops - aiming to cement its brand presence in Donegal and expand into commercial projects across Ireland.
About the Business
Established in 1976, McMonagle Marble & Granite has grown to become one of the most respected stone fabricators in the northwest of Ireland.
Their core offering includes granite and quartz worktops for both residential and commercial use, alongside custom fireplaces and commercial interior/exterior stonework.
Project Goals
- Reposition the brand to target a more premium market
- Design and build a modern, conversion-focused website
- Increase local visibility in Donegal and expand reach to nearby counties
- Drive sales growth through digital lead generation
Strategy & Approach
- Developed high-converting sales pages with campaign tracking and lead capture automation
- Implemented a solid SEO strategy targeting local and regional keywords
- Launched a blogging system to increase organic traffic
- Introduced email marketing funnels and lead magnets to nurture inbound leads
- Ran Facebook ads targeting warm audiences through custom tracking
- Built brand presence on Pinterest and Houzz to support visual SEO and search rankings
Brand Strategy
• Brand Positioning
• Brand Messaging
• Visual Brand Refresh and Direction
• Gathering of Testimonials, Case Studies & Photography to support brand credibility
Brand Identity
• Website Design & Funnel Development
• Sales Page Development
• SEO-Optimised Content Structure
• Copywriting
• Email Marketing Funnel Development
Marketing
• SEO Strategy (National)
• Keyword Targeting
• SEO Blogging
• META Ad Campaigns
• Marketing Campaigns
• CRM tracking and segmentation
The Results
• #1 ranking on Google for key Donegal search terms within 4 months (e.g., “granite kitchen countertops Donegal”)
• Extended search dominance into Fermanagh, Sligo, Derry, and Galway
• 25% increase in sales in the first year
• National leads and sales generated beyond the northwest
• Featured on RTÉ due to high online visibility
• Ongoing increase in brand awareness, leads, and reputation
Brian McMonagle
Paul helped us match our premium product and service with a premium brand converting more and more high-quality leads into sales. Working with Paul our company grew from strength to strength. Paul is very professional and has an excellent approach to innovative ideas
Brian McMonagle / Owner of McMonagle Marble & Granite
Brand & Website Development
While SEO and content were driving traffic, we simultaneously developed a new brand identity and website - clean, premium, and trustworthy.
New systems were put in place to:
● Gather customer testimonials and case studies
● Improve photography of completed projects
● Continuously feed new content into the site for SEO and trust-building
Optimised website with new brand angle. The message was aimed at the craftsmanship behind McMonagles products rather than the products and materials themselves, as all competition was doing.
A solid SEO structure and correct hierarchical system was implemented throughout the entire website
Lead Capture & Sales Strategy
Two flagship promotions were launched:
● An annual kitchen worktop sale
● An annual fireplace sale
Dedicated funnel pages were created, tracked, and tested for future ad campaigns.
All traffic was supported by automated email flows to nurture and convert subscribers into paying customers.
Funnelled sales page system(s) were implemented which gathered leads 365, while also being promoted via marketing to generate leads in the present and for future advertising needs via tracking, Facebook advertising and email marketing
Social Media & Content Marketing
● Facebook was used to promote ongoing offers and content
● Pinterest and Houzz were leveraged to drive referral traffic and visual SEO
● Facebook ad campaigns retargeted warm leads with custom audiences and time-limited offers
Backlinks via Social Media and PR articles helped further increase the McMonagles Marble & Granite website. A SEO heavy profile was also set up on Houzz, a highly ranked PR website with a large online community related to architecture, interior design and decorating.
Pinterest, Houzz and Irish Directories were utilised to cast a larger online net
Branding and signage design.
Branding and stationery design
Email marketing, Ebook design and print marketing
Conclusion
McMonagle Marble & Granite went from a respected local business to a high-visibility brand with a growing commercial footprint.
With a modern brand identity, SEO dominance, and a working digital sales funnel, the company is now set up for long-term, scalable success - both online and off.
Branding and stationery design