CASE STUDY: General Contractor BLOWS BUSINESS UP With New Website, SEO Campaign & Email Newsletter
Mike, the owner of Scottsdale, AZ general contracting firm, Peak One Builders, met with lead marketing strategist, Brian, to see how his business could generate real profitable leads from the Internet while sticking to a fairly strict budget. Mike's general contracting firm specializes in custom home building and luxury home remodeling, so these would be the areas of focus for all marketing and lead generation efforts.
Mike didn't know what to expect really, especially with SEO, as this was his first real experience with any online lead generation strategies. None of it really made a lot of sense to him. All he knew was that he wanted his company to become a prominent figure in the custom home building and luxury home remodeling niches in the Greater Phoenix Arizona metro area.
In the case study below, you will learn how Mike’s general contracting company literally went from generating ZERO leads per month from the Internet to being able to generate an average of 19.33 leads per month in the just the first year of their marketing campaign and then 31.5 leads per month in the second year!
Initial Marketing Goals
After speaking with Mike and his team, we were able to understand the vision Mike had for his company and how to best move forward. Our online lead generation experts created a custom digital marketing blueprint that addressed all of Mike’s specific needs and desires. Formulating the right plan and implementing these strategies would allow Online Visibility Pros to produce the type of results Peak One Builders deserved in such a highly competitive market.
Overall, we needed to lay the groundwork for a strong digital footprint to catapult Peak One's website into becoming an Unstoppable Lead Generation Machine. Its sole function would be to draw in high-quality and lucrative custom home building and high-end home remodeling leads from the Internet.
To achieve the results Peak One Builders was looking for, our lead generation strategists formed the following sub-goals and objectives:
- Earn 1st Page Google and YouTube Rankings for several targeted keywords on the Major Search Engines – Google, Bing, Yahoo – to Peak One's website and other company properties online
- Enhance the Overall Website User-Experience in order to Conversion Rates on the Company Site
- Establish Consistent Communication Channel with Customers and Prospects through with a Monthly Email Newsletter
- Become an Authority in the niche of Custom Home Building and High-End Home Remodeling, especially in the greater Phoenix AZ metro area.
Launching the Campaign
Website Development – First, the Online Visibility Pros team set out to transform the Peak One Builders website. Our web design professionals started from the floor up in creating a better user experience for people visiting the company's website.
We implemented proven and time-tested techniques and strategies to effectively guide the website visitors to the information they were interested in. We also helped keep them engaged so they would reach out to Peak One Builders for a quick project estimate. These optimization methods helped maximize the performance of their website and make it much more user-friendly. Our web development team made sure to design a fully responsive website with an easy to use navigation system, embedded videos and stunning pictures to show off Peak One Builders' amazing craftsmanship.
This website overhaul helped Peak One attract more targeted website traffic, increase engagement and maximize the company’s ability to convert profitable custom home building and remodeling leads from their website and other online properties.
Increased Search Engine Visibility – Local SEO techniques played a large role in getting Peak One's website found online. We couldn't just put any piece of information online and expect to get a massive amount of exposure. The content our content marketing team produced through well-researched and ultra-focused keyword-rich blog articles and website pages were essential in gaining large amounts of Internet real estate on search engines like Google, Yahoo and Bing.
Email Newsletter Marketing – Peak One Builders was looking for an effective way to stay top of mind with current and past customers. They were also looking for a way to communicate with prospective customers that showed interest in their services. One of the best and most cost-effective ways to do this is through consistent email marketing. Peak One was able to easily reach their customer and prospect database in order to update them about important information, new services, and seasonal specials.
After implementing our proven lead generation marketing plan for general contractors, Peak One Builders' results began to grow. Enhancing Peak One's digital footprint produced a massive amount of new Internet leads. Highly targeted SEO campaigns for specific affluent markets and neighborhoods brought a significant amount of new visitors to the company's site. These campaigns, combined with the successful email marketing efforts mentioned above, allowed us to increase the amount of returning traffic to the site as well. These actions laid the groundwork for Peak One Builders’ rapid growth in the span of only 2 years.
Campaign Highlights – Peak One Builders received lots of new online leads – Our online marketing campaigns produced an average of 19.33 leads per month in the first year. In year two, we saw another massive increase: Peak One had a 63% increase in leads generated from the Internet to an average of 31.5 leads per month.
How Did We Do It?
We Developed a Website that helped to Convert Visitors into Customers – By creating a more user-friendly website that relayed Peak One Builders' message, we were able to help Peak One convert more site visitors into profitable leads. The new website design was mobile responsive, which allowed for a better all-around experience for website visitors on all devices. The website was also designed to showcase custom projects completed by the general construction firm in a way that appealed to their ideal client. You can see from the statistics below that the new mobile-responsive website appealed to desktop, mobile and tablet users alike with a high average time on site (02:29) and a low bounce rate (26.60%).
Local SEO Campaigns for Long-Term, Very Profitable Lead Generation – Our custom online lead generation strategy included specific SEO campaigns directed at certain affluent markets. These campaigns focused on targeting competitive keywords that potential customers were searching for online in regards to custom home building and high-end home remodeling services. You can see from the screenshots below that we were able to rank in multiple positions for specific keywords, which means Peak One was now experiencing keyword domination! Our SEO campaigns also increased Peak One’s new visitors from 4,549 to 9,534. That’s a 109.58% increase in exposure! (Click here to learn more about how our targeted SEO campaigns can attract the type of profitable lead generation that your business needs!)
Engaging & Informative YouTube Video Marketing – Videos were used to help engage website visitors more and gain additional placement on the major search engines. This was a fantastic marketing tactic to help build trust with potential clients in order to convert leads at a higher rate. Click here to schedule a strategy session and find out how YouTube Video Marketing can help you gain additional traction on major search engines!
Strong Email Marketing Campaigns to Secure Return Visitors – It was very important for Peak One Builders to have a way to consistently stay visible to return visitors in order to continue growing their business. We used custom crafted email campaigns to secure returning visitors to the website and to increase engagement from their loyal customers..
Marketing Campaign Highlights:
The strategic partnership between Peak One Builders and Online Visibility Pros was extremely beneficial for both parties. We were able to create an Unstoppable Lead Generation Machine that continue to attract lots of profitable custom home building and remodeling leads from the Internet. With the proper groundwork set, we are well on the way to continuing to generate even more high-quality leads from the web in order to help keep Peak One’s pipeline full.
Some of the bigger highlights of our campaign:
- Average of 19.33 leads generated per month in the first year of digital marketing campaign
- Average of 31.5 leads per month in year two of our marketing campaign
- Google 1st page rankings for over 1,000 targeted keywords
Most importantly, Online Visibility Pros was able to help Peak One Builders in TWO KEY areas:
(1) Save Time – Peak One Builders did not have to worry about hiring multiple people to fill in-house positions to achieve these results. Sifting through qualified candidates and establishing the desirable benchmarks would have consumed a massive amount of time. They knew hiring Online Visibility Pros would produce results without infringing on their time. Additionally, they would have comfort in knowing that Online Visibility Pros would keep them updated with thorough marketing reports, conference calls and meeting to answer all of their questions throughout the process.
Going with a professional online lead generation company that specializes in helping blue-collar service businesses attract more customers from the Internet was the best decision for Peak One Builders, as they were able to focus on delivering top quality work on their custom home building and home remodeling projects instead of worrying about where to find leads.
(2) Save Money – By partnering up with Online Visibility Pros, Peak One Builders achieved truly amazing results within the first two years. The marketing plan that was deployed for the general contracting firm brought in a consistent flow of high-quality leads that turned into real, profitable custom home building and home remodeling projects all without having to rely on paid advertising strategies like Google Adwords or Facebook Ads. This is important because Peak One doesn't have to “buy” ad space on its target keywords since it already OWNS first-page placement organically.
Furthermore, Online Visibility Pros’ online marketing services cost a fraction of the price of hiring in-house staff to cover these responsibilities. Multiple new employees with large salaries could easily bog down the future of a business, but Peak One Builders did the smart thing and hired a professional online lead generation company that specializes in implementing Internet marketing strategies for blue-collar service companies like custom home builders and home remodeling firms.