Custom home builder eliminates print advertising in favor of high-ROI online marketing.
Building a Bigger Online Presence
Our customer—a custom home builder in Virginia—understood that a lot of their potential clients were looking for their services online, but they weren’t ranking for keywords related to these services. With all of their marketing dollars dedicated to print advertising, the company wasn’t receiving business leads from the Web—largely due to their minimal online presence.
“Our online presence prior to our relationship with Blue Corona was adequate for people who knew who we were and how to find us,” the company’s vice president said. “The problem we faced was primarily for those out-of-town clients and ones who were new to the area who were not familiar with us, our reputation, and our work.”
Thirsty for Leads
In 2012, the company hired Blue Corona for online marketing services, including SEO and website design services. According to the vice president, “Our goal was to increase our online presence and drive more traffic to our site to capture more business leads.”
Improved Rankings through Content Marketing
In order to get our client to show up in the search results for non-branded terms, Blue Corona’s content marketing team got to work—adding volumes of custom home builder-keyword rich content to the company’s site.
“Our keyword Web search placement has taken us from almost invisible to first page on hundreds of different search criteria,” the vice president said. ”People are finding us through generic searches, which was the goal instead of having to rely on people knowing who we were in order to find our site. The overall Web traffic increase to our site has been remarkable.”
Worth the Investment
According to our client’s team, one of the most valuable aspects of working with Blue Corona was the insights provided through the tracking services.
“The tracking services really helps bring to light where the traffic comes from and helps us focus on what is most productive,” the vice president said.
In addition, by accurately tracking all of their marketing strategies, the company was able to not only eliminate their ineffective print advertising, but also quickly see their initial online marketing investment pay for itself.
“The increased traffic to our site has paid for itself and then some,” the vice president said. “It is worth the investment and will continue to pay dividends.”
Staying Busy in a Tough Market
Despite the struggling homebuilding market, the company improved online presence and search engine visibility has allowed the custom home builders to thrive during difficult times.
“We are a homebuilder and we have stayed busy, even through the tough market,” the vice president said. “Much of that has to do with our reputation and our good projects, but our increased online presence has also played a role in helping more people to find us and inquire about our homes.”
With a 133% increase in non-branded organic traffic from January 2012 through January 2013, the custom home builders have definitely seen a significant growth to their business. And the team has no plans of slowing down.
“Our goals are to continue to optimize and do what we need to do to stay ahead of our competitors with our online presence,” the vice president said.
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