“Garcia Did My Roof” is a great tagline (and domain). Even better, we get to say “Gatorworks Did Their Website.”
The Project
Like many savvy business owners, the leaders over at Garcia Roofing understood that their digital presence was the key to driving in new leads. Their website had to have the perfect architecture for their unique SEO requirements, allowing users across southern Louisiana to discover them via organic search. While their digital marketing needed strong strategic direction and precise execution. Gatorworks was eager to take on the perfect storm of challenges—of which we were well suited to handle.
A Website Built for Lead Generation
The number one goal of the site was to make it as easy as possible for a potential customer to contact sales representatives. Though the task in itself sounded simple, the considerations were complex.
- How could we create a site navigation that spoke to specific SEO requirements, maintaining the site’s current rankings without disruption? They wanted to maintain their SEO rankings, or possibly build on them.
- What user experience factors did we need to take into consideration when laying out content and fine tuning branding and design?
- What technical functions were needed to connect the website to their sales CRM?
Through many meetings and careful collaboration with the SEO specialists on our team, our developers created a site architecture and code that ensured SEO ranking preservation. Our design team was focused solely on user experience, identifying the best and easiest ways a customer could fill out a form, start a chat, call, or simply convince themselves that Garcia is the best and only choice (all thanks to social proofing via testimonials and badges and certifications). Finally, our development team was able to work with Garcia’s CRM’s API to connect website forms directly into their software for seamless marketing -to-sales processes.
Service Areas Site Structure
Potentially one of the most important considerations in SEO is a site structure’s use of location keywords. If a user is searching for “baton rouge roofing” there are definitely certain requirements a site needs to show up for that search, though Google can base a ranking off of hundreds, if not thousands, of factors. Knowing this was extremely important, our team made it a huge initiative to focus the content architecture based on Garcia’s service areas, identifying which cities and areas should be prioritized.
It was also important to differentiate Office Locations from Service Areas. Local SEO made office locations important for Google maps to recognize, but Garcia, due to the nature of their home services company, it was critical to help communicate that Garcia specialists can travel all across southern Louisiana to cater to their customers.
Organic & Paid Search Success
After the launch of the new website, we were able to see through analytics that our meticulous attention and efforts paid off. Garcia’s SEO rankings did not see any drop and over the course of six months, we saw substantial increases in keywords that we were tracking that led to a considerable increase.
Of course, organic traffic alone does not bring in the number of leads or the sales that leads to Garcia’s ongoing success. Overall traffic increased by more than 100% over the course of just the first few months.
We were also able to diversify efforts at the client’s direction. When they needed more gutter leads, we had a strategy for that. When they needed more roof repair leads vs roof replacement, we could dial that up too.
Programmatic Efforts
Increased brand awareness through targeted display advertising has also shown fantastic results. Before, Garcia Roofing was heavily reliant on search marketing – to its detriment. If someone didn’t use search or made up their mind before going to search, Garcia would not have a chance to be part of the conversation. Today, Display traffic is 10% of total website traffic – and this is a brand new source of users. With this tactic, we’ve been able to retarget users who came here via search results, google ads, facebook ads, or referral.
We’ve also been able to target specific neighborhoods that were hit by hailstorms – bringing a well timed message to an audience when they most need it.
Using a combination of tactics, paired with consistent, eye-catching creative, we warm up leads to slide them down the sales funnel, so new business opportunities continue to come in fast and hot.
Project Summary
Through a comprehensive website audit and careful strategic media mix, Gatorworks has upgraded Garcia Roofing’s digital presence, preserving their excellent SEO success and expanding their exciting growth into new markets. Most importantly, we’ve enabled Garcia to get more leads for the same amount of money.