Case Study: Sunroom Construction Company Accelerates Business with SEO
Background
The sunroom and outdoor enclosure company has evolved over time from focusing solely on sunroom construction to offering more services. Current marketing was being done, but only in the form of word of mouth, basic and elementary PPC, and traditional print.
Opportunity/Challenge
Sunroom company was presented with a challenge during the pandemic. While they were getting leads, they knew there was an opportunity to grow even more. They weren’t happy with their current pay-per-click agency and knew that they were missing out on leads. They had also heard about search engine optimization and thought there was an opportunity to organically grow their position on Google.
Strategy/Solution
To understand how customers were finding the sunroom company, 41 North Digital did a deep dive into analytics to see where leads came from. In addition, we researched how consumers typically look for this type of service and the consumer journey one takes when looking for home remodeling and home addition services. We noticed there was a huge opportunity in both SEO and PPC - leads were coming in, but there was no optimization or content strategy. Our team got to work on creating a comprehensive SEO strategy and did a full Google ads audit. We implemented a new structure to the PPC strategy, did keyword research, and did a full revamp. 41 North Digital worked to expand the content on the site, optimized main landing pages to increase visibility, and improved the overall user experience across the site while attracting the ideal consumer. We wanted to provide potential consumers with relevant content that answered the key questions of those looking for sunroom services. We wanted to engage this audience and keep them on the site.
Along with adding chat functionality to the website and increasing engagement and visibility on the site, we reached our goal by providing relevant, high-quality content. Our keyword research also helped develop a Google Ads strategy that converted at a higher rate and a lower cost/conversion year over year.
Results
41 North Digital’s SEO and PPC strategy resulted in:
Increase in leads First half of 2023 vs. 2022 of 181% from organic search (131 organic leads in 2023 vs. 44 in 2022)
317% increase in leads from PPC strategy first half of 2023 vs. 2022 (120 in 2023 vs. 13 in 2022)