Kay Plumbing Case Study
Kay Plumbing was stuck in an all-too-familiar digital marketing trap for 21st century local business owners: throwing money and time down a hole with no measurable results. Contractors made huge promises and smart plans, but at the end of the day? The phone just wasn’t ringing.
- Their website generated some leads… but not nearly enough.
- Contractors offered expensive solutions… that never solved anything.
- No one could clearly explain what was broken and why… so nothing ever changed.
Kay Wasn’t Getting Online Leads and Didn’t Know Why
It didn’t take us long to spot Kay’s fundamental issue: they were working blind. Everyone was. Without robust analytics, a concrete strategy, and tracking of on-site conversions, it’s impossible to know what works and what doesn’t. And if you don’t know what’s broken, how the heck can you be expected to fix it?
(Think about that a minute and you’ll see why we’re so frustrated with “digital marketing” companies out there. Imagine taking a job without being able to measure anything, or to know which dimensions to adjust and how.) On day one, we started turning on the lights. One year out, Kay Plumbing gets 100 quality leads per month and is hiring more plumbers.
Analytics & Performance Tracking
Trying to grow a local business without first establishing accurate performance metrics is like working without tools in the dark. Before we could troubleshoot Kay’s website and develop a new plan, we had to get a clear idea what was going on. Their analytics systems were reporting inaccurate results and not sharing data correctly across systems; first thing was to gut out all that old code and establish real performance tracking. With that in place — and a client dashboard, so Kay Plumbing could track our efforts at will — we were ready to start rebuilding their online lead generation effort.
Removed broken tracking systems.
Put an integrated performance measurement system in place.
Built transparent tracking dashboard for client.
Ability to troubleshoot existing website, marketing channels.
Site users can be tracked by source, engagement, and lead value.
Client can monitor marketing performance and return on investment.
Web Design & Optimization
We audited Kay’s site performance, their organic traffic, and how visitors interacted with the site. With that in hand, we could troubleshoot performance and build something better. In parallel, we studied who was using Kay’s site and how Google search users looked for plumbers. The combination let us design a site that dominated local search traffic for plumbing services and helped users get the support they were looking for. Kay’s new site is technically superior, but, more importantly, customers love it. It’s much easier to find what they need and schedule appointments, while the streamlined content focuses on what customers want to know before they make the call.
Designed the website to be user friendly on all devices.
Wrote the site copy to answer questions local customers where asking.
Included easy to use forms and call now buttons that we can track when used.
Average of 100 quality leads, monthly within first year of redesign.
Proven 600% year-on-year growth in organic traffic.
Consistently, 10% of site visitors become leads.
Social Media & Review Management
Social proof is incredibly important when you’re deciding who to trust. We knew that social media and review management were going to be big parts of Kay’s expansion, so our growth strategy had to support that. We built a social presence that established Kay in people’s minds as an authority on local water quality and plumbing issues, while using plumbing memes and social engagement to show they were approachable. This keeps Kay in the back of folk’s minds when plumbing issues occur and helps spread the word when they have sales or promotions.
Social media plants the seeds, but online reviews are how customers test the fruit. We built a system that automatically identifies happy customers, asks them for a review, and helps them post it online. With hundreds of fresh five star reviews from real customers in their area, people felt more comfortable doing business with Kay Plumbing.
Establish a personalized social media presence.
Build out an automatic review management into Kay’s CRM.
Cultivate a locally engaged social audience for promotions, sales, or future events.
A modular, easily-segmented tool for identifying content opportunities and ranking performance.
Tested messages that convince specific customer profiles to become leads.
Knowledge of which search terms and topics were the most profitable in the local industry and how to rank for them.
Google and Facebook Advertising
Targeted advertising is not magical, but it can be very powerful when paired with the kind of performance tracking we do. We can measure which keywords, sentences, and marketing messages contribute to real online lead generation, and how much. This lets us dial in the precise combinations consumers respond to — and deliver quality plumbing leads at significant savings.
After a year of progressively optimizing our ad copy and on-site conversion rates, nearly 75% of searchers in Kay’s service area will see their ads when looking for a plumber. Brand awareness is great, but getting customers in the door is better. One of Kay’s campaigns converts one in every five visitors who click its ads. Across the board, that figure is closer to 18%.
Use SEO and Ads research to target “high value” keywords.
Develop ads that attract the interest of quality plumbing leads.
Use our analytics system to optimize ad performance.
Inexpensive, high quality leads.
To-the-dollar tracking of ad spend and lead generation.
Ads that get more leads for less over time.
If there’s a single, central lesson to our experience partnering with Kay Plumbing, it’s that you can’t work in the dark. Build accurate and meaningful performance tracking, first, or you’re almost guaranteed to waste money. We turned those insights into a lead generation system: social media and ads that pull in prospects, a lean website that turns them into leads, and a review management system that automatically solicits online reviews from Kay’s happiest customers.
- 600% Organic Traffic Growth
- Hundreds of Positive Online Reviews
- Multiple Job Applications per Week
- Dozens of Quality Leads Each Month
- 4x Increase in Revenue Over 3 Years
- Expanding to a New Market in 2021
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Kay Plumbing Gets New Leads From Us Every Day.
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Upper Loop Way, Columbia SC 29212