A CASE STUDY OF A MICHIGAN HOME A CASE STUDY OF A MICHIGAN HOME IMPROVEMENT CONTRACTOR IN OUR IMPROVEMENT CONTRACTOR IN OUR

SUPERCHARGEDSUPERCHARGEDWEB MARKETING PROGRAMWEB MARKETING PROGRAM

IN SEARCH OF MORE LEADSIN SEARCH OF MORE LEADSOur Greater Ann Arbor, MI client offers extensive home improvement services inclusive of Foundation Repair, Crawl Space Encapsulation & Basement Waterproofing.

When our client joined our Supercharged pay-per-performance program a couple of years ago, they already had a strong online presence in the Greater Detroit area. They wanted to expand their reach to homeowners in the northwest upper peninsula of Michigan, a region with many lake front homes.

To accurately track the success of their online & offline marketing, our client wanted thorough reporting of where their leads were coming from. Contractor Nation’s precise lead tracking program made it easy for our client to identify and measure their leads. Leads were tagged based on their location, service type, source, i.e., a pay-per-click ad, a Google search for one of their services, a display ad, or just a direct search for their company.

CONQUERING A NEW TERRITORYCONQUERING A NEW TERRITORYIn order for our client to capture this new market of homeowners with different problems, looking for unique solutions, Contractor Nation developed a dynamic and visitor-adaptive website that served up localized webpages with unique & highly relevant content. The content displayed was based on the IP address and search query of the visitor.

Content on these localized webpages directly matched the needs of each unique visitor’s search. The pages were built to convert and prominently displayed our clients five star customer reviews, testimonials, project gallery images & case studies that directly matched the visitors location and problem type.

As a direct result of launching proven methods of content marketing, inbound marketing & conversion optimization, we increased Google organic search traffic for our client by 121% from 2013-2014.

MORE RELEVANT CONTENT = MORE MORE RELEVANT CONTENT = MORE WEBSITE TRAFFICWEBSITE TRAFFIC

When comparing January-May of 2014 to 2013, our client substantially increased traffic for all major search engines and Google PPC advertising.

• Google/Organic traffic increased by 121.26%

• Bing organic traffic increased by 63.57%

• Yahoo organic traffic increased by 10.29%

• Google PPC traffic increased by 30.13%

Many Internet Marketing Companies do not use the pay-for-performance model, so there is little incentive to improve output as time progresses. Many times, contractors are forced to buy into the typical agency model, inundated with service fees and commissions. By using the pay-per performance model, our client was only charged for exclusive leads generated through their own website, and only for new business opportunities.

MORE TRAFFIC IS GREAT, BUT MORE MORE TRAFFIC IS GREAT, BUT MORE LEADS ARE BETTER!LEADS ARE BETTER!

Here is a year-over-year 3 month comparison of our Michigan contractor’s leads generated exclusively from web contact forms. The baseline data period was April 2013-June 2013, compared to the same period in 2014. Goal completions in this case represent customers filling out service request forms online.

Through our concentrated SEO & PPC efforts, goal completions increased by 189% in 2014!

GROWTH BASED ON NON-BRANDED GROWTH BASED ON NON-BRANDED SEARCH QUERIESSEARCH QUERIES

For our home improvement contractor, generating traffic, especially from visitors who may or may not have been exposed to their brand through traditional channels was the end-goal. Branded search queries (or keywords including some mention of your brand name) are good indicators that your company is well-marketed in your service areas. But your website should also generate a decent % of traffic from non-branded search queries as well. Having a well-balanced distribution of non-branded organic visits is an indicator that your website is attracting new visitors and that your offline marketing is not carrying all of the weight.

If you examine our client’s pre-SEO organic search query data pulled from Google Analytics on the following slide (their name was blurred for confidentiality), the majority of searches were related to our client’s brand.

If they were not using a pay-per-performance model, these leads would be really costly.

WEBSITE ORGANIC TRAFFIC PRE-SEOWEBSITE ORGANIC TRAFFIC PRE-SEO

Branded search was carrying most of the weight for our client in the early days. They are now split more evenly between branded and non-branded. While it is good to know you are well-branded in your marketplace, you need to ensure your site is also capturing new customers through your search efforts!

HIGH IMPACT PPC ADSHIGH IMPACT PPC ADS During a record breaking rainfall month in 2013, our Michigan contractor ranked in the

number one position in the paid search results in Google, due to well-targeted PPC ads that landed them a high-quality score by Google for basement waterproofing. Basement Waterproofing is a very competitive keyword, especially during heavy rains. For our client, we used highly specific basement waterproofing landing pages, resulting in a 7.33% conversion rate. The standard conversion rate for PPC is approximately 2% to 5% according to Google.

WANT SIMILAR RESULTS?WANT SIMILAR RESULTS?For almost 10 years, our Supercharged Program has helped over 400 specialty contractors in the home improvement industry successfully grow

their business, taking their head out of marketing and where it needs to be.

We can help you too!

To grow your business to the next level, call

1-888-908-78061-888-908-7806Or learn more at

www.contractornation.comwww.contractornation.com

WANT SIMILAR RESULTS?WANT SIMILAR RESULTS?For almost 10 years, our Supercharged Program has helped over 400 specialty contractors in the home improvement industry successfully grow

their business, taking their head out of marketing and where it needs to be.

We can help you too!

To grow your business to the next level, call

1-888-908-78061-888-908-7806Or learn more at

www.contractornation.comwww.contractornation.com