Corporate Digital Ecosystem

Grupo Inset

Development of a unified digital ecosystem for a group of 4 companies featuring advanced SEO strategy, an HR platform, and a lead tracking system

Grupo Inset is a group of 4 companies whose online presence was scattered, each site having its own style. I proposed developing a familiar digital ecosystem for each of their companies, highlighting the group's brand strength and consistency. The goal was to make Grupo Inset look like a major corporation. I used Django-Sites to develop multiple sites within a single project, optimizing resources and allowing for customization when necessary. Thanks to SEO work, 92% of leads are produced organically, averaging nearly 1 lead per day.

Year 2024

Status Active

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The Challenge: Unifying the Digital Presence

Grupo Inset is a conglomerate of 4 specialized companies: Inset (engineering services), Inset Laboratorio (quality control), Geoma (deep wells), and Insurc (deep foundations). Founded in 1996 in Cancun, the group specializes in providing comprehensive support services to the construction industry.

Their online presence was scattered: each company had its own site, each with its own style, lacking brand coherence and a unified digital strategy. This fragmentation weakened the corporate image and hindered efficient management of digital resources.

The challenge was to develop a digital ecosystem that projected the group's strength while respecting each company's individual identity.

Strategic Research and Benchmarking

As I do with all my projects, I first conducted exhaustive preliminary research into local and foreign companies in the sector across the United States, Latin America, and Europe.

The goal of this research was to capitalize on the experience of companies that have long been established in the digital environment, identifying best practices, sector trends, and differentiation opportunities that could be applied to Grupo Inset.

This in-depth analysis allowed me to develop a solid strategy based on real market data, avoiding common mistakes and adopting proven successful strategies.

Digital Ecosystem with Django-Sites

I used Django-Sites to develop multiple sites within a single project, an architectural solution that optimized resources, saved time, and significantly reduced development costs.

This architecture allows all companies to share common resources (base styles, structures, database, exclusive HR platform for staff, and lead tracking dashboard) while maintaining the necessary flexibility to customize each site as needed.

I developed the sites bilingually (Spanish/English), expanding the group's reach into international markets, and created the complete content strategy for all sites, including a corporate blog that strengthens the group's positioning as industry experts.

SEO Strategy and Positioning

I conducted a robust study and implementation of SEO strategies that allowed me to lead search engine rankings for the group companies' main services in a short time.

This comprehensive strategy included: technical on-page optimization, SEO-friendly information architecture, keyword strategies by service and location, optimized content development, and domain authority building.

The results were extraordinary: currently, 92% of the group's leads are generated organically, averaging nearly 1 lead per day, representing an exceptional ROI and a sustainable competitive advantage over time.

Human Resources Management Platform

I developed a comprehensive HR management platform that revolutionized the group's recruitment process.

The system allows job openings to be posted on the site, applications to be received in an organized manner, and candidates to be evaluated via an intelligent dashboard that automatically compares job requirements with applicant skills and experience, facilitating the HR team's decision-making.

Additionally, the platform handles spontaneous applications, creating a talent pool for future opportunities, thereby optimizing time and costs in subsequent selection processes.

Lead Tracking Dashboard

I developed an advanced lead tracking platform and an information dashboard to evaluate various key business variables and trends.

The system monitors and analyzes: organic vs. paid lead arrivals per company, commercial team response times, comments and conversation tracking, quotes sent, rejected, and approved, and the client's preferred contact method (email or WhatsApp).

This tool provides full visibility into the commercial funnel, identifying bottlenecks in the sales process and enabling data-driven decisions to continuously improve lead-to-client conversion.

Continuous Consulting and Optimization

Beyond technical development, I provide ongoing consulting regarding their relationship with the agency managing paid advertising campaigns, ensuring digital ad spend is optimized and aligned with business goals.

My role includes campaign performance analysis, strategic recommendations, and coordination between the client's internal team and the agency to maximize ROI.

This strategic partnership ensures Grupo Inset's digital ecosystem continues to evolve and adapt to the changing needs of the market and the business.

Measurable Results and Sustained Growth

The project completely transformed Grupo Inset's digital presence, establishing it as a modern and professional corporation in the engineering and construction sector.

The results speak for themselves: 92% of current leads are generated organically, averaging almost 1 lead per day. This constant and sustainable generation of business opportunities represents a radical shift from the group's initial situation.

The Django-Sites architecture significantly reduced development and maintenance costs, while the HR and lead-tracking platforms optimized key internal processes. The unified digital ecosystem now projects the image of a major corporation, strengthening the group's competitive market position.