Learn how one construction renovation and remodeling company dramatically increased their website traffic, leads and sales? step by step.
How can a construction, renovation, or remodeling company find more new business? in this economy?
How can they increase website traffic, get more qualified leads, and ultimately more clients in a cost effective way?
And how can they compete against larger, more established, better funded construction companies who throw money in all directions?
Keep reading to discover how one construction and remodeling company did it? step by step
How One Construction Company Dramatically Increased Website Traffic, Leads And Sales
This is the story of one construction company that faced these common challenges? and how they partnered with a professional marketing firm to utilize a powerful new sales and lead generation approach that has enabled them in 6 short months to?
- Significantly boost organic website traffic (over 800%)
- Generated 192 new qualified leads
- Secure $90,000 in additional revenue in just the first 6 months
Note:? Ultimately, the company was able to grow their revenue $1.7 million over 15 months as the process they used picked up momentum.
Do These Revenue and Lead Generation Challenges Sound Familiar?
Powell Custom Homes and Renovations is a construction company in Washington state that was struggling with leveraging their website to get new business.? Their website was not getting a lot of traffic and they had only received a small amount of online leads.
One of their challenges was competing with much larger construction companies with large advertising and marketing budgets that were using traditional methods (TV, radio, direct mail, specialty magazines).
Powell Construction decided to focused on their website and online presence.? They reasoned that most of the people looking for someone to do a home remodeling job would turn to the internet.? Specifically, to the search engines like Google or Yahoo.? In many ways, it was the new Yellow Pages for many businesses.
Unfortunately, the various methods they tried in the past to improve online traffic and lead levels from their website produced little or at best sporadic results.? They knew they needed to do something different from their previous ?a little of this, a little of that? approach to marketing their construction online.
There was another challenge they kept running into:? how to differentiate themselves from the lower skilled or underinsured handyman.? In fact, Powell was frustrated because for many consumers, Powell was not seen as any different than any other remodeling and renovation company? even the ones that didn?t provide very good quality or service.? To the average prospect, a remodeler is a remodeler.?? That often forced Powell to compete solely on price?an approach that led to minimal profits.
Yet another challenge was their current staffing.? They were not in a position to spend $70,000+ to hire a full-time marketing person who would be responsible for improving their lead generation results.? Plus, the size of the team was already pretty lean due to the level of work they could find.? Those who remained had to wear multiple hats and didn?t have the time (not to mention the expertise) to oversee marketing and lead generation.
After some research, they decided to enlist a professional marketing company (less than half the cost of a full-time hire) and use a comprehensive, systematic ?inbound marketing? approach.
In their research, they discovered that this approach appeared to produce excellent results for many different businesses.
Employing a Complete Lead Generation System? And The Results They Had
Powell, along with their partner (TMR Direct), began a methodical process:
1. First, they would focus on growing the targeted traffic to their website.
2. Second, they would do things to convert more of those website visitors into quality leads.
3. Third, they would ?nurture? those leads over time, converting a higher percentage of those leads into sales.
A. Step 1 ? Growing targeted website traffic (get more of their ideal prospects)
Following the well defined methodology, Powell?s marketing partner began adding solution focused content on their website blog.? This was not just general information on remodeling, but specific topics that were of particular interest to their ideal clients.? This part was trickier than originally thought, but when they did it right a certain way, the results were outstanding.
Powell also found that by creating content in a certain way, they were able to promote their unique voice and perspective in the marketplace? to differentiate themselves from every other remodeling construction firm.
They also used an automated approach to promote their unique content via the search engines and various forms of social media like Facebook.? They were beginning to build a noticeable footprint that all pointed back to their website.
As they expanded their footprint, they used analytics to determine which sources of traffic and which topics were getting the best response? so they could do more of what was working.? No more guessing.
The results?? The level of website visitors increased over 842%? in just six months.? Wow.
But, they didn?t stop there.? Getting more people to visit their website is a good start.? But, they needed to turn more of that traffic into actual leads and customers.
B. Step 2 ? Converting more website visitors into ideal leads
As the website traffic began to grow, they implemented the next phase of the process? landing pages built around specific topics and issues of interest to their target client.? The blog articles that were written (which attracted website traffic) were directly linked to these landing pages.
When website visitors went to these new landing pages, they were offered more extensive topic focused and problem solving information (that indirectly and directly tied back to Powell?s construction ?solutions.?).
Since a remodeling job was a big, expensive decision for the homeowner, the homeowner took their time researching, learning and better understanding their options? before making a decision.? As a result of this dynamic and the thorough, thoughtful information Powell provided on their landing pages, Powell?s ideal remodeling or renovation prospects would eagerly download this information.
Here?s the beauty of the process:? each step of the way, the inbound marketing system pulled more of their ideal prospects deeper into their orbit.
Powell used data compiled by the website to determine which topics were the hottest with prospects and created more materials that specifically addressed those issues.
The result?? Powell was able to increase their lead levels by 192 in just the first 6 months.? That is an average of 32 per month!
Once again, this small construction company didn?t stop at the stage of getting more leads.? They followed the methodical system all the way to the end?converting more of the quality leads into customers.
C. Step 3 ? Cultivating and converting leads into customers and contracts
Using website data, leads were segmented.? That allowed Powell to interact with their prospects based on the particular area of interest to those leads.? One would get more information about a kitchen remodel, while another would get information on handicap accessible bathrooms.
Best of all? this additional, targeted information was distributed in an automated way.
During this ?lead nurture? phase, the goal was to establish and build a problem solving relationship with their prospects.? This approach lowered the defenses of the prospects (not trying to directly sell them anything, including their services).
The outcome?? It put the construction company in the enviable position of being a ?trusted advisor? on the topics of importance to the prospects.
As a result of this approach?
While other remodeling, renovation and construction businesses struggled to survive, Powell was able to grow their business? step by step? on a modest marketing budget.
For More Info?
1. Will the ?inbound? marketing system work for your construction company?? Possibly? but it depends on several key factors.? It is not suitable for every business.? Contact 2nd Mile Marketing for a free, unbiased evaluation of your situation.
2. Download our new special report, ?How To Get To Quality Prospects Before Your Competitors? And Capture The Lion?s Share Of New Business Out There.?? It contains proven ideas to improve your bottom line, including one construction company that improved its closing rate from 15% to 80% to dominate in its field.
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