3 min read
Background
An upscale design-build remodeling firm situated in Portland, Oregon, approached us to enhance its online presence. With over 25 years of industry experience, the owner and visionary behind the company sought to establish a sustainable and replicable online marketing system. The primary goals included boosting organic traffic and enhancing lead conversions on the website.
Our team implemented a range of effective marketing strategies to optimize the website, focusing on improving organic search results and generating additional conversion opportunities. These efforts yielded significant results, translating into over $1 million in tracked revenue from organic traffic alone.
The Problem
Relying on a blend of referrals and word-of-mouth, the design-build firm sought to bridge the gap between their thriving business and online sources without diminishing the company's value or online content. Before engaging with Builder Funnel, the website lacked conversion points, and there was an absence of tailored content for clients at various stages of the buyer's journey.
To address these challenges, we implemented a two-step approach. Initially, we conducted a thorough audit and fine-tuned SEO components. Subsequently, a conversion funnel was established to capture leads and guide them seamlessly through the buyer's journey.
The Solution
Search Engine Optimization - Part #1
1. Identify Target Keywords
Our primary task was to determine the current rankings of the website pages on search engines and identify the most relevant keywords for our client. These keywords needed to align not only with the website's content but also with the specific needs of searchers (prospects). Ensuring that the intended content reflected the search terms targeted for ranking was crucial.
Based on our findings, we formulated a target keyword list comprising relevant search terms and central topics. This list was developed through a combination of market research, client input, and the use of third-party tools such as the Google Keyword Planner. Our goal was to compile a set of keywords for optimal on-page conversions.
Given the industry focus on design-build remodeling, our target keywords included phrases like 'Portland design-build,' 'Portland home addition,' and 'residential design-build.'
2. Perfect On-Page SEO
Now that we had a list of keywords in which to target, the next step was perfecting our on-page SEO. First, we began with our audit, updating any out-of-date URLs to those that were search-friendly. While there is a myriad of ways to increase on-page SEO value, like adding modifiers to titles, wrapping titles in H1 tags, or subtitles in H2 tags, we spent the majority of our focus on the proper content of four main updates: headers, page titles, URLs, and meta descriptions.
-
Page Titles: We updated the titles tags for this client to accurately reflect what their business was, and where they were located. Since the title tag is displayed at the top of the web browser, we needed to create easily recognizable titles with the proper keywords.
- Headers: The page titles were reconstructed to include the targeted keyword and locale and were reworked to remove any instances of ‘keyword stuffing.’
- URLs: The URLs were changed to mirror the page titles. This gives Google a better sense of the content on the page, especially when it lines up with the Page Title.
- Meta Descriptions: Because meta descriptions are used to ‘advertise’ content to users through the search engines, we knew they had to be consistent, direct, and to the point. We created meta descriptions that would describe the content page naturally, but in a succinct, informative way.
By identifying our target keywords and perfecting our on page SEO, we were able to rank on the first page for many long-form keywords.
3. Develop a Content Strategy
After establishing our target keywords and perfecting on-page SEO, we set out to design a well-formed content strategy. For this design-builder, this was a combination of updating existing content and creating new content from scratch. Our original content creation was explicitly derived from our keyword list. By creating content from scratch around long-form keywords like ‘gourmet kitchen remodel’ and ‘gourmet kitchen remodel portland,’ we were able to begin ranking organically. This is something that we could see working as our entries moved up the search engines indexes.
As a result, the company now ranks on the first page in slots 1 and 2 for ‘gourmet kitchen remodel portland’.
Conversion Funnel - Part #2
Increasing traffic to this design-builder's website is excellent. But without a way to accurately convert their organic traffic, we had no way to tie our efforts back to tangible results. As part of the inbound marketing methodology, we created specifically-curated content to provide their customers. By producing both premium content offers (eBooks, free downloads, etc.) and ungated content (blogs, articles, etc.) centered around campaigns, we were able to capture leads by implementing landing pages, forms, and follow-ups via email.
The Results
By auditing the website and making necessary changes to on-page SEO, we were able to draw more people to the website. By offering premium content offers and other exclusive content, we were able to not only keep people ON the website but capture leads. Using the inbound marketing methodology, we were able to nurture those leads and eventually turn them into customers.
Key Takeaways
Your ideal customers are out there. They may be ready to move now, or they want to follow a business they can rely in preparation for a future project. Will you be that business?
It all starts with creating a marketing plan that will incorporate SEO, content marketing, lead conversion funnels, and other strategies that work together to bring you results. If you're interested, contact us to discuss how Builder Funnel could help you get reliable results with your marketing!