hard-hat

The Client Story

Our friends at a construction equipment rental company came to us at the beginning of 2017 with various web and marketing needs. They sought to increase their client base historically made up of construction companies, golf course developers, industrial plants, oil companies, and government entities around the country.

Typically earning business online by generating leads, our task was to increase the quantity and quality of new customers through comprehensive content, SEO, paid placements, reputation management, and Social Media marketing.

 

The Challenge

After auditing their web presence, we found that first optimizing the site, and in particular the landing pages, would lay the foundation for success of all marketing efforts. Redesigned pages would provide quality content, parse out the particular services offered, display the authority that their brand had earned, and capture new clients.

As we would need to increase new customers to about 70 of their locations, we sought to enhance geotargeting to each location and implement call-tracking for call extensions for each respective branch.

Analysis further showed social placements underperformed as prospects spent little time on the platforms. We needed to put these resources to work to improve ROI and effectuate leads.

Strategy

  • Audit website, landing pages, and search engine results pages to preliminarily diagnose areas of improvement.
  • Enhance and add content, creating AMP blog pages and utilizing heat mapping to determine successful strategies, especially geared towards the growing mobile traffic trends.
  • Implement video additions to Google location pages; claim all Yelp locations.
  • Implement call tracking, new ad extensions, and optimize keywords for PPC efficiency.
  • Reallocate Social Media placement budget to promising Paid Search efforts.

The Results

After re-creating content and optimizing it for search, organic traffic dramatically increased year-over-year by 31%. Knowing that mobile is becoming more popular and the future exploration destination of search engine crawlers, we focused optimizations there and increased mobile traffic 97% YOY. Combining mobile and desktop, organic rankings increased 35% month-over-month in just 7 months.

Organic conversions consistently increased by 20% MOM in the same amount of time.

As our paid search strategy was framed and work executed, our client saw dramatic results from this as well. Paid promotion now brings in an average of 668 conversions/month– a dramatic change from the 247 with their previous program a year prior– for a 170% increase at a 29% decrease in Cost per Acquisition.

The average conversion rate rose 89% during our partnership, reaching an average of 24%. CPA dropped from $28 to $19 for a 32% decrease.

The AVA Digital Awards recognized this work with a Gold distinction. For more information on this and other recent awards that Gruen has earned for our clients, check out our Awards page.