How 4B Group Boosts Global Lead Capture with AI and Achieves a 53% Conversion Rate
4B Group implemented NoForm AI’s chatbot on their website to answer visitor questions, qualify leads, and support international customers in multiple languages, turning a static enquiry form into a 24/7 conversation.
Visitors engaged
(last 12 months)
User queries answered
Chat-to-lead conversion rate
24/7
Website engagement
Company
4B Group is a leading manufacturer of components for bucket elevators, conveyors, and monitoring equipment, providing engineering solutions that improve the safety and efficiency of processing plants.
Headquarters
Leeds, West Yorkshire, UK
Industry
Industrial Machinery Manufacturing
Website
Quick Jump
About the company
Founded in 1971, 4B Group is a leading manufacturer of components for bucket elevators, conveyors, and electronic monitoring systems. The company provides engineering solutions that help processing plants improve safety, reliability, and efficiency across the bulk material handling industry.
With more than five decades of experience and a presence across North America, Europe, Asia, Africa, and Australia, 4B serves customers worldwide through its international network of subsidiaries and trusted distributors.
The challenge: High traffic, too few conversions
4B Group had a problem many businesses face: their website was getting plenty of traffic, but those visits weren’t turning into sales conversations.
The main roadblock was the traditional contact form. Visitors who wanted to ask a question or get in touch had to fill out a form and wait for an email response. For an international business, relying on a static, English-only form also made it harder to support customers across different markets and languages.
For visitors who didn’t want to complete a traditional form, there was no other way to start a conversation, which meant some potential opportunities could be missed.
Marketing Manager Simone Biock realized that 4B Group needed a more interactive way to engage website visitors and capture leads effectively. Most importantly, the company wanted to improve lead capture without adding significant resources or complexity to its existing process.
The team needed something that could:
- Start a conversation the moment a visitor landed, before they lost interest
- Answer questions around the clock, regardless of time zone
- Speak the visitor's language, not just English
- Collect contact details and context automatically, so the sales team wasn't starting cold
4B Group set out to capture more leads from the traffic already landing on its site — without adding headcount or complexity.
The solution: A 24/7 multilingual AI assistant for lead capture
To capture more leads from their website without adding extra work for their team, 4B Group began looking for a simple AI chatbot.
The team wanted a solution that was affordable, easy to set up, and able to support customers in multiple languages without requiring significant technical resources.
4B Group chose NoForm AI because it offered exactly that.
For a company selling to a global market, the ability to use dedicated AI assistants for different languages was especially important. The setup was straightforward. 4B Group trained the AI on its own business information and got the chatbot up and running with minimal resources. Instead of waiting for visitors to fill out a static form, NoForm AI gave them another way to engage with 4B Group directly on the website.
4B Group uses the AI assistant to:
- Answer common questions and provide information instantly
- Qualify potential customers by understanding what they are looking for
- Capture contact information during conversations
- Support multiple languages for customers in different markets
- Engage visitors 24/7, including outside regular business hours
When visitors want immediate answers, a static form isn't enough. Interactive engagement turns casual browsers into qualified leads.
What changed for 4B Group
24/7 multilingual engagement
One of the features 4B Group values most is the combination of multilingual support and 24/7 availability.
Instead of a static form that just sits there waiting, the company can now greet international visitors in their native language and provide support anytime, regardless of time zone. Potential customers no longer have to wait for the team to be online.
Conversational lead capture
Instead of asking every visitor to fill out an enquiry form, NoForm AI gives them a more natural way to get in touch. The assistant asks questions, understands what the visitor is looking for, and collects their contact details during the conversation. This gives the 4B Group team more context when following up with potential customers.
Instant answers to common questions
NoForm AI automatically handles common questions about 4B Group’s products and processes, reducing repetitive questions and freeing the team to spend more time on conversations that need a real person. Because the assistant is trained on 4B Group’s own products, services, and frequently asked questions, visitors can get relevant and accurate answers based on the company’s actual information rather than a generic script.
Less effort for the team
For 4B Group, another important advantage is that NoForm AI does not require significant resources to run. The team can provide visitors with an always-available first point of contact while focusing its own time on higher-value conversations and enquiries.
4B Group chose NoForm AI for the following reasons: simplicity, low cost, and the ability to run multiple bots for different languages.
The results: More enquiries from the traffic already on the site
Since integrating NoForm AI, 4B Group has created a new way to capture enquiries from the traffic already coming to its website. Instead of relying only on a static enquiry form, visitors can now start a conversation, get answers to their questions, and share their contact details when they’re ready.
Over the past 12 months, the website brought in over 128K visitors. The assistant started over 2,2K conversations and converted over 1,1K of them into qualified leads, a visitor who has provided an email address or phone number the sales team can act on. This translates to an outstanding 53% chat-to-lead conversion rate, proving that visitors are much more willing to share their contact details after a helpful, real-time interaction.
It's a straightforward, easy-to-use, and easy-to-train AI chatbot, with the option of multilingual bots. I'd definitely recommend NoForm AI to others in our industry because it doesn't require a lot of resources to set up and run, and it has good technical support.
Simone Biock, Marketing Manager at 4B Group
A bonus: knowing which channels actually work
Beyond capturing leads, 4B Group can now see where its website conversations are coming from. This helps the team understand which traffic sources are bringing visitors who actually engage with the AI assistant and become leads.
Organic search still brings in most of the website traffic, which is expected for an established industrial manufacturer. But it isn’t the only source. Some engaged visitors come from industry directories and partner websites — niche sources that can be easy to overlook but are clearly bringing relevant visitors to 4B Group’s site. LinkedIn also brings visitors through the company’s social presence and marketing campaigns.
The team has also started seeing visitors come from AI search. The number is still small, but it’s an interesting signal that potential customers are beginning to use AI when researching bulk material handling equipment and looking for suppliers.
This information can help 4B Group make smarter marketing decisions, from investing more in channels that bring engaged visitors to keeping an eye on new sources such as AI search.
With a static contact form, the company could see who submitted an enquiry, but not as clearly which channels were bringing visitors into conversations. NoForm AI gives 4B Group a clearer picture of which sources drive engagement and leads, so the team can focus its marketing efforts on the channels with the most potential.
Key takeaways
4B Group wanted to solve a straightforward problem: its website was attracting visitors, but it needed a better way to turn that traffic into enquiries.
Swapping a static form for a conversation fixed that.
By adding a conversational AI assistant alongside its existing enquiry forms, 4B Group created a new way for visitors to ask questions, understand their needs, and get in touch with the team.
Less friction
A static form asks visitors for their details before they can engage. A conversation lets them ask questions first and share their information when they're ready.
More opportunities to convert
Over the last year, 53% of conversations resulted in a lead, helping 4B Group turn more website interactions into potential business opportunities.
Always available
NoForm AI gives visitors a way to engage with 4B Group 24/7, including outside normal business hours.
Multilingual engagement
For a company serving customers across different countries and time zones, being available in multiple languages helps more potential customers engage with the business.
For 4B Group, the value goes beyond simply adding a chatbot to its website. NoForm AI provides an always-on, multilingual channel for answering questions, understanding visitor needs, and capturing potential leads — without adding significant resources or complexity for the team.
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