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83%
Reduction in production time from build through publication
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60%
Increase in conversion rate in the first month of the pilot
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$120K
Annual recurring revenue generated in the first five weeks
Constructiv Technologies’ iseekplant operates Australia’s largest civil construction marketplace, connecting contractors with plant, equipment, and service suppliers across 413 categories and 16,000 postcodes. The marketplace serves everyone from small operators with a tipper and bobcat to multinational Tier 1 companies, boasting a network that spans 33,000 suppliers.
Constructiv Digital, the agency business within the same group, extends that marketplace relationship into websites and digital marketing. The agency built its first website in 2015 and adopted the Constructiv Digital name in 2021. Its opportunity was substantial: thousands of marketplace members already had verified business information and an established relationship with iseekplant, but many still needed a stronger website.
“I think the landscape is changing rapidly at the moment. It’s been the quickest change that I’ve seen in over 20 years of digital marketing,” says Greg Radford, Head of Agency and Marketing at Constructiv Digital.
Building a website offer around marketplace data
Constructiv Digital’s website program began with a practical advantage: iseekplant already held structured information about member businesses. By connecting those profiles to a website builder, the agency could turn existing marketplace data into a starting point for a live site.
The team launched its first starter-site product in 2022. Each one-page site drew core information from a member’s marketplace profile. The offer showed that website production could be scaled across the directory, and it helped Constructiv Digital identify what the next version needed to improve. The starter sites had limited room to grow and often required considerable Google Ads support to generate leads.
Constructiv Digital wanted to create fuller websites with a stronger organic search foundation, connect directly to iseekplant’s API in order to recycle leads, and maintain the ability to scale production up or down as demand changed. Duda’s experience supporting API-led website programs made it a fit for that model.
Connecting research, content, and production through MCP
The next version of the program, called Flexi websites, connects Constructiv Digital’s external workflow to Duda through the Model Context Protocol, or MCP. A Claude agent and third party Search software API researches each business, prepares a website brief, develops and scores the content, and passes the approved information into a Duda template.
The workflow gives Constructiv Digital control over how data is used before it reaches the website builder in order to control token consumption and keep costs efficient. It also standardizes the path from research and content development through quality assurance and publication. That consistency matters when the source may be a directory with thousands of businesses rather than a conventional agency pipeline with a handful of active builds.
Each Flexi site is designed as a complete, performance-focused website of up to 25 pages. The structure follows a cluster content strategy that combines core service pages with blog and location content. This gives each business a foundation for local service-area marketing and a better chance to compete with established domains already ranking in Google’s top results.
Using a finished website to start the sales conversation
Constructiv Digital has tested the model across several audiences: leads that had closed without purchasing within the previous 90 days, new marketplace leads, cancellation requests, and members on iseekplant’s free membership plan. The free-member group may become the largest opportunity because it includes thousands of businesses that are already qualified and known to the marketplace.
Instead of asking those members to imagine a future website, the team can show them one that will perform organically. As Radford explains, “we can propagate those websites and send them out to those members prebuilt” so “they’re able to see the tangible product with their companies relevance pre-populated before they purchase it.”
The approach makes the offer concrete at the point of sale. It also gives Constructiv Digital a repeatable way to introduce website services inside a customer relationship that already exists, whether the immediate goal is acquisition, an upgrade, or retention.
Improving conversion, revenue, and retention
The first five weeks of the Flexi pilot produced gains across the measures that matter to the business. Compared with the legacy website products, conversion rate increased 60% in the first month. Production time from initial work through a published website fell 83%.
The program also generated $10,000 in monthly recurring revenue, equivalent to $120,000 in annual recurring revenue, during those first five weeks. Constructiv Digital has already used the offer in cancellation conversations as a churn mitigation strategy, with $3,500 in monthly recurring revenue under retention negotiation during the same period. Retaining those members protects the wider marketplace relationship as well as the website revenue.
The results build on an existing website business that had already been expanding. The number of live sites grew 30% within 6 months across their client network. The Flexi workflow gives the team a way to accelerate that growth while delivering a more substantial product than its earlier starter sites.
Scaling output without adding headcount
The new workflows (1.0 for the marketplace profile and 2.0 for any client questionnaire brief) change the economics of the offer. Research, briefing, content creation, scoring, templating, and publication can move through a defined system, allowing the existing team to manage more output without matching every increase in volume with another hire.
“We haven’t increased our headcount as a result of what we’re doing,” Radford says. For Constructiv Digital, that efficiency makes it possible to expand a higher-value website product across a large marketplace and non marketplace audience without allowing production costs to rise at the same rate.
It also leaves room for the agency team to focus on the areas where judgment remains important: refining the workflow, evaluating design template quality, interpreting ranking and conversion performance, and deciding which customer cohorts should receive the offer next.
Building the program as a partnership
Constructiv Digital’s work with Duda has developed through close collaboration. Their account manager at Duda recognized that the company had an unusual marketplace model and was actively testing the limits of what a connected website program could do. When the MCP opportunity became clearer, Duda’s team helped champion the pilot internally and move it into production quickly.
Radford summarizes the relationship in three words: “Proactivity sums it up.” The pilot has given Constructiv Digital a stronger website product, a faster production model, and new ways to acquire and retain marketplace members and non marketplace agency clients alike. The team expects those early results to support a strong fiscal 2027 as it expands the program.
“I think the companies that win are the ones that are open to understanding those opportunities and really leaning into that as we have,” Radford says.
