Case Study
Helping a New Jersey home improvement contractor generate more leads and grow their business
June 10, 2022
The Challenge
Targeting leads for seasonal services and accurately tracking conversions
Our client is a family-owned-and-operated remodeling and renovation contractor serving homeowners throughout New Jersey. Many of their services, such as windows, siding, and decking, are specifically tied to seasonal demand, and they needed a better way to specifically target leads for these seasonal services.
They also needed some help accurately tracking conversions. Prior to working with 9Sail, they had no way to track phone call and mail-to-email conversions, and they relied on an old Google Ads script that was making it impossible to get an accurate picture of their conversion rates for different campaigns.
Finally, the client wanted what any business wants from its marketing efforts: increased conversions and more leads.
9Sail’s Approach
They started working with 9Sail in August 2021, just before the start of the business’s busiest season. To help the client tackle the marketing challenges they were facing, 9Sail worked diligently to:
- Set up accurate conversion tracking across all channels
- Better target specific audiences for different seasonal services
- Improve SEO rankings for their pages
Overhauling SEO, conversion tracking, and lead targeting
Specifically, we helped them overhaul their existing pages where necessary to rank higher for targeted keyword searches and worked on backlink and guest blog content to drive more traffic to their site. With 9Sail’s help, the client is also implementing job profiles that showcase the work they do, target geographical and service keywords, and push traffic to location pages and branded pages for the products they’re using.
To solve the problem with conversion tracking, 9Sail fully implemented tracking for both call, contact form and email conversions, and also enabled accurate tracking for specific campaigns and audience segments.
The Results
More leads and increased brand awareness
Within the first year of working with 9Sail, our client has already seen significant results.
With the help of 9Sail’s SEO and lead targeting efforts, the client now brings in 80 to 120 new leads a week—which means they can take on the jobs they’re interested in, not just the ones that come their way. They’ve also seen improvements such as:
- 4% increase in click-through rate (CTR) on PPC ads
- Increased brand awareness that has led to a significant increase in direct search traffic
- All conversions can be accurately tracked and attributed to specific campaigns, enabling them to further fine-tune their future marketing efforts
Best of all, our client was able to see an upward trend in new lead conversions over the last year, despite the challenges the wider industry was facing.
| August 2021 | September 2021 | October 2021 | November 2021 | December 2021 | January 2022 | February 2022 | March 2022 | April 2022 | |
| Contact Us Forms | 23 | 30 | 29 | 33 | 38 | 37 | 32 | 35 | 26 |
| Get a Quote/Free Estimate | 96 | 254 | 259 | 218 | 140 | 224 | 171 | 267 | 225 |
| Phone Call Clicks | – | – | – | 47 | 111 | 108 | 125 | 141 | 159 |
| Mail to Email Clicks | – | – | – | 4 | 11 | 11 | 13 | 15 | 8 |
| TOTAL | 119 | 284 | 288 | 302 | 300 | 380 | 341 | 458 | 418 |
As a company that places a high premium on open communication, our client valued 9Sail’s transparency and accessibility. Our proactive, regular updates and open, trustworthy SEO recommendations ensure that their team is always kept in the loop.
Looking to bring in more leads?
9Sail can help
If you’re a home improvement company looking to take your marketing to the next level, 9Sail is ready to help with:
- SEO optimization
- PPC ads
- Lead targeting
- Conversion tracking
- Experienced analytics consulting
To start crafting your own personalized SEO and PPC strategy today, contact us or ask for a free site audit!
