A Digital Marketing & Creative Agency

Home Town Restyling

Home Improvement Scores

For several years, the team at Home Town Restyling, a regional home improvement contractor, had the gut feeling they were losing the marketing game to their competitors. Conversations with customers prompted some market research in the form of a customer survey, which explained why. Most potential home improvement customers were researching their projects and products online before ever contacting Home Town Restyling or requesting a free quote. Without a strong digital presence or website content to answer potential customer’s questions, the contractor was striking out without ever getting up to bat.

Flip This Marketing

With this critical piece of market research, Home Town Restyling knew it had to change its digital marketing strategy to reach their customer earlier in the buying cycle. If they didn’t, their competitors, both local and national, would continue taking their market share. A review of their existing marketing revealed a dated website and a heavy emphasis on traditional advertising and marketing strategies – canvassing, referrals, print and television ads. While this formula had served them well for nearly 50 years, Home Town Restyling was no longer reaching homeowners early enough in the buyer’s journey to attract new customers and stay competitive.

Inbound Marketing Make-Over

Traditionally an industry with high dollar sales and a long buying cycle, home improvement buyers do a lot of research, more of it than ever online. We helped Home Town Restyling redesign their website with their buyer persona in mind by focusing on a content strategy that emphasized relevant content for the questions local homeowners were asking. But Home Town Restyling didn’t just need more traffic, it needed to attract qualified prospects early in their buyer’s extended journey. Our inbound marketing plan included Hubspot, a powerful marketing automation software and a comprehensive inbound strategy including eBooks and Guides, blogging, custom designed landing pages and CTAs, lead nurturing, content promotion and, of course, analytics to prove the ROI.

The Big Reveal

After 18 months of executing on a comprehensive inbound marketing strategy, Home Town Restyling has seen tremendous results. Google analytics benchmarking reports show their new website has over 300% more sessions (visitors), 330% more new users, and a 25% lower bounce rate than similar sized home improvement competitors across the US. Not only was their annual website traffic up year over year in the first year, so was the most important metric – sales. In one year’s time, sales generated from organic traffic to the website were up almost 100%.