For close to 19 years, James Beran had been faithfully serving the needs of San Diego and the surrounding communities via his painting business.
In love with his craft, passion drove him to give his all every day. Clients were happy and his level of skill was incrementally growing with each completed job.
But over time, a deep desire had been growing inside for expansion up the California coast to beautify more homes and put smiles on the faces of new clients.
Because of the exceptional level of work he provided, referrals were (and are) a major source of new business. That, coupled with a website and more traditional forms of marketing had always seemed to do the trick.
But getting fresh leads required a lot of time driving to mobile home parks and other locations distributing promotional fliers. And as a licensed contractor, he was seeking good help to assist with additional projects, but that and other business activities were having to take a backseat.
Understanding the importance of leveraging online mediums, he contacted us (Musselwhite Marketing) in December 2019. An in-person meeting, and subsequent phone and email communication helped us identify his desires for growth into the foreseeable future.
He relayed two areas he needed help with:
- Lead generation
- A new professional website
An expert in his trade, he humbly admitted that this expertise was limited when it came to digital marketing. We respected him from the get go, knowing he’d be an ideal home improvement contracting client.
And if you’re wondering, those are the ones that have confidence you’ll always put their best interests ahead of your own. Plus they trust you to relay improvements in the numbers that matter to them.
Mutual respect goes a long way!
Now that we had a clearer picture of his goals…we got right to work!
Added Value Through Careful Review
Search engines care about web vitals such as mobile usability and page speed when it comes to websites. And what they care about matters, because that affects page ranking.
Our process starts by considering these variables via a website audit. The tool we use for this step provides valuable recommendations on ways to improve any shortcomings.
Secondly, we put another high-powered tool (SEMrush) to work on such variables as:
- Competitor analysis
- Current ranking for keywords (paid and organic search)
- Additional website audit
All of this allows us to share with our client the most direct and affordable way to achieve their objectives and goals.
Lastly, we’ll compare over 300 data points that focus on their local SEO.
- Business listings (citations)
- Google My Business
- Plus many more…
Once we’ve gathered and organized all this information, we conduct a Discovery Session follow up call with You where we review top actions and activities to guide them on their path to meeting goals and objectives.
Once our call wraps up, a proposal is created and sent to the client for review and approval. There you have it. It all seems simple and straightforward enough right?
Opportunities to Stand Out
Contractors operate in a vast pool of competing voices for the attention of prospective clients.
While conducting online research into this highly competitive industry, it was readily apparent there was a general lack of that “wow factor” when it came to their digital footprints. If we weren’t impressed, odds are searchers wouldn’t be either.
Therein lay our chance to elevate James’ painting business to a place he could be even more proud of. And believe us, he was already very proud and understandably so. His work was exceptional, it simply needed to be shared with more people.
Applying what we already knew about his business, combined with our knowledge of what works in the digital realm, we proposed 4 deliverables.
- New website
- Contact forms
- Social media
His previous website had some good written content that was transferable, but he wanted a complete “extreme website makeover.” As the main virtual hub for his business, this was the place where leads would be further nurtured and take direct action.
A new website flowed naturally into the second deliverable. When a visitor took direct action, we wanted them to request an estimate, ask questions, make a phone call, etc. The best way to organize these and alert him right away were contact forms on the site.
With the knowledge that users used sites such as Facebook and Instagram almost as a search engine, dedicated business pages that pushed out quality content made total sense.
Last but not least, advertising is always a way to supercharge any marketing, especially because he wanted MORE LEADS! Proficient in all things online ads, we stood ready to take his promotional efforts and inject a shot of adrenaline.
On our first call we learned James was a bit wary of vast promises made by marketers due to a “less than stellar” experience prior to partnering with us . We made it our mission to make sure that wouldn’t happen again.
Providing him with updates along the way, the work began with a coordinated attack on many fronts.
It consisted of:
Every website project is unique, and requires clear communication throughout to guarantee total client satisfaction. Building it from scratch, the final product differentiated him with a professional look and feel.
James had passed along his vision for it…and we made it a reality.
Once the site became live or technically “open for business,” our job wasn’t complete. We provide ongoing maintenance to ensure his site is protected and stays that way.
Many website plugins, themes, and content management systems like WordPress require periodic updates, and close monitoring of the security and functionality freed James up to focus on other areas of his business.
A major opportunity existed with reviews. Much of his competition had a few, and if they did, they were older. Compiling a large list of his satisfied customers, we methodically sent out review campaigns.
To his credit, even older clients were more than happy to leave him a glowing review. That’s a testament to his work ethic.
You may or may not know that search engines actually penalize a company if their citations, or business listings, aren’t consistent across the web. In addition to ensuring the information was correct for his current listings, profiles were added to other industry specific directories.
When you conduct an online search you normally Google that business. An optimized Google My Business page presented a great snapshot of James’ painting company.
Here visitors found:
- Business Information
- Photos of his work
- Weekly posts that told his story
- Link to his website
Feeding off each other, every deliverable played a part in vastly expanding the reach of his brand and over time started delivering the results he was hoping for.
Results are What Matter
Over the course of 17 months, we generated a $221,000 lead potential for a final ROI of 17X!!! Besides his specialty with mobile home painting, he took on bigger projects as well…so this number is simply the tip of the iceberg 🙂
While the site they came to us with worked, we built a new user-friendly site properly optimized for both Local and Technical SEO. We also added automated inquiry notification so they could respond to inquiries in real time. We also added “Reviews” (an extremely important asset to any home services contractor website) to their homepage.
Coveted Google 3 pack
Every business wants to rank on the first page of Google and for local home service businesses competing against the big guys, the Google 3-pack is one to even the playing field.
The Google 3-Pack is a listing of the top three search results for a local search. A local search commonly includes the phrases “near me,” “close to me,” or “in [location].”
For instance, if you search for “Mobile Home Painter in San Diego,” you’ll receive the following Google 3-Pack result.
With a simple search, people can instantly access the following information about the top three businesses:
- Phone number
- Introductory image
- Map with personalized directions
- Link to website
- Number of reviews
- Hours or operation
- Key features
Analytics tells the Real Story
The graphic below is a standard overview of the Mobilehome Painting Specialist that shows when we got started and a few general metrics over about a 21-month period:
- Number of users
- Number of user sessions
- Number of pageviews
At first glance you might think there is nothing exceptional about these metrics because the graph doesn’t show hundreds of thousands of users or pageviews on a monthly basis or any other metric showing stratospheric activity and that is by design.
If you are a home services contractor don’t get caught up in the numbers. While the numbers are important, we believe what’s more important is quality not quantity and we believe this is confirmed by our 17X ROI!
The question you must ask yourself is, would you rather have metrics or RESULTS?
Google My Business Insights
Love ’em or hate ’em, it doesn’t much matter because Google is the 800-lb gorilla when it comes to getting found locally as a home service contractor because most people rely on Google for everything.
We believe every business should have a “Google My Business” profile because the more “searchable” your business is, the better the chances are of leading potential customers your way. Having a Google My Business profile:
- Allows you to appear in maps and local pack listings.
- Allows people to leave reviews of your business (social proof gold!)
- Provides insights that give you helpful information (see graph below)
- Your website could rank more highly in search results, leading to increased website traffic and quality leads.
- You will stand out against your competitors who don’t have Google business listings.
Even if you already have a web presence, a Google business account ensures you get top results.
Reviews – Social Proof Gold
One of the best and most powerful things you can do in marketing your business is to ask for, post and promote your reviews! As business owners, part of our job is to promote ourselves and our businesses. Doing so however will cause most of our prospects BS filter to go up (lol). But the moment one of your past customers sings your praises it is a lot more believable!
Benefits of reviews for your business:
Social proof drives purchases.
They make you more visible.
They make you look trustworthy.
They influence decision making.
During our short time of working with the folks at MobileHome Painting Specialist we doubled the amount of their published reviews AND increased their review rating slightly!
What the folks at MobileHome Painting Specialist are saying:
“Musselwhite Marketing is ahead of the class. Top notch in the industry. Always growing and adapting to an ever changing industry. What sets them apart in my opinion is their fervor and expertise to grow their customers’ business. You’re not just a customer, your family to them. Thank you Musselwhite Marketing!”
“Elijah has been at the forefront of my social media accounts and webpage management for the past 2 years. During this time Elijah has shown his expertise getting relevant content to the appropriate audiences. Resulting in an uptake of exposure and business. Elijah is very personable, makes time to meet the needs of my business. Follows up with detailed reports and creative ideas to better my business. Elijah is a true expert in his field of business. I am grateful to have him at the helm of my social media and web content needs.” – James, Owner – MobileHome Painting Specialist
Due to the success and positive working relationship between us, James is still a client and continues to thrive. Translating the value with actual results has restored his faith in the marketing profession and we’re glad he’s a part of our family!
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Linda Musselwhite is an author, speaker and co-owner of Musselwhite Marketing (est 2009). Linda’s previous positions as Human Resources Administrator. Combined with extraordinary customer service makes her the obvious choice of day to day operations for Musselwhite Marketing.
Connect with Linda on LinkedIn.