2 min read
Background
Southern Green Builders has been working with Builder Funnel for 2.5 years and in that time has increased their monthly website traffic 10 times and nearly doubled their monthly leads; leads from organic traffic specifically nearly quadrupled! Not to mention, due to keyword research-backed inbound content, they have more than tripled their website’s organic ranking keywords.
Here’s how we did it.
The Challenge
Southern Green Builders is a custom home builder and whole-home and additions remodeler in Houston, Texas who mostly does high-end residential projects in craftsman and transitional styles (though they are able to take on projects of any style).
Southern Green Builders was averaging around 700 organic sessions per month when they started inbound marketing. They were also receiving many unqualified leads from the wrong income brackets and from areas of the city where they do not do work. Not to mention, the leads they were receiving organically from their websites were slim-to-none.
But above all, they did not yet have a cohesive and consistent digital marketing strategy. This is when they reached out to Builder Funnel to start inbound marketing in late 2019.
The Strategy
Our content strategy for Southern Green Builders was built around responding to the common pain points and questions potential clients have on their minds. These topics include cost, timeline, and information on how to make the most of the custom home building process. We also targeted “top-of-funnel” topics like Best Country Clubs in Houston in order to cast a net that brings the correct demographic (based on buyer personas) to the website.
While creating content around these topics we did keyword research in order to specifically target the phrases and questions their buyer personas are searching for on Google, and we included these important phrases and questions in the content.
The Results
The effect of the above strategy, after two years, was bringing in 10 times the amount of traffic to the website by ranking for important search terms. Once this traffic was brought to the website, these visitors moved “down the funnel” and became warmer leads by engaging with the educational and value-adding content they found on the website.
The ultimate result on both leads and traffic is as follows:
- 12% of total customers are now organic website leads (formerly 0%)
- 7,000+ average monthly blog views and counting (9,500 in March 2022)
- 73,000 all-time blog views
- 25% of total customers sourced from inbound marketing activities
Key Takeaways
It is important to note how inbound marketing is a marathon, not a sprint. The above graph shows this. Though initial traffic and lead gains were noticeable, things did not begin to take off until the “hockey stick” growth around February 2021. Inbound marketing is about consistency. But it’s this consistency that pays dividends.
If you’re interested in making your website your best salesperson, contact us to start the conversation!