A local home improvement company was disappointed in the results it was getting from its radio advertising campaigns. They approached us to see how we could help generate more leads if they diverted some of their ad spend from radio to digital.
We worked with the improvement company on a multi-tiered approach:
1. On-site conversions
We reimagined their website to prominently feature images of their best work, which simultaneously showcased their skills and created desire for their products and services. We collected testimonials for social proof, and we built in an educational component that clarified why they were the best choice for their local customers. We also infused trust factors and strategic CTAs that motivate qualified visitors to submit lead forms and call our client to set up appointments.
2. Local SEO
Our client’s service area included multiple local cities, and since they didn’t have physical locations in all of them, they found it challenging to gain organic search traction outside of their home office. Moreover, a leading competitor dominated rankings. We conducted research to identify opportunities for our client to rank better. We then executed those strategies, which included on-site SEO with location pages and Google Business Profile optimization. Within one year, our client climbed to the top of organic rankings for their core services in every location they served – overtaking their primary competitor – and secured high rankings in Google Local Pack and Google Maps. These high rankings maximized visibility, drove leads, and landed sales.
3. PPC
Our client also committed a portion of their previous radio ad spend to pay-per-click (PPC). We created local campaigns that reliably drove leads (and sales) month after month. For the first time, our client was able to track conversions, so they could see how their investment in PPC advertising generated signficant ROI.
4. Social Media
Finally, we crafted a social media strategy designed to showcase our client’s work locally. This effort boosted brand presence, attracted followers, and ultimately drove leads through social messaging.
Our client was thrilled with the results. They were able to divert radio advertising dollars to proven digital strategies that paid off in leads, sales, and profit.
