Case Study

Trinity Roofing and Restoration

A local roofing company leverages a Digital Marketing strategy to dominate the local market and double sales within the first year of implementation.

Trinity Roofing

Role

Web Designer & Developer
UI Design
Digital Marketing Manager

Technology Stack

Adobe Illustrator
Adobe Photoshop
WordPress

Marketing

Google Analytics
Google Search Console
Facebook ads
Local Citations

Background

The client is a young roofing company established back in 2009 in Sugar Land, Texas.  They serve a larger portion of the greater Houston area and Louisiana.

Like many other start-up companies, Trinity Roofing and Restoration grew its client base through word of mouth and traditional advertising, mainly, print media.

However, due to rapidly increasing competition in the roofing industry, along with the failure of traditional advertising, their growth was stagnant.

So, they needed to do a lot of catching up with twenty-first-century technology and implement a strategy to produce the desired results. That’s when I came in!

Industry

Roofing & Construction

Channel

B2B – B2C

The Need

Our client was looking to increase brand awareness and market share of their services in their local area and beyond.

They were aware that traditional marketing methods are still important, but digital marketing is where the real engagement opportunities lie to:

  • Establish a strong online presence on all industry-appropriate platforms.
  • Position the company website on the local pack and search engines to generate leads out of organic traffic.

The Strategy.

 In order to deliver a successful digital marketing strategy for our client, we had to start by assessing what specific short and long-term goals can be achieved.

Then we implement strategic tactics utilizing relevant channels to create value and draw customers in.  

  • Website Redesign
  • Rebranding and Repositioning
  • Content Strategy
  •  Brand Awareness
  • Local Citations
  • Search Engine Optimization
  • Paid Media Advertising

Website Redesign.

Because our client was a young company, it didn’t have a professional website. Their web presence was a plain ‘ole site built with a WYSIWYG builder.

Besides the lack of professional web design, we identify many other issues such as not having On-page SEO, no tags or meta descriptions, and not enough quality content for readers or search engines to consume, among other issues.

Part of my job as a digital marketer is to communicate to clients that a high-level overhaul involves significant changes.

First of all, we needed to migrate to a better hosting platform and install a fresh copy of WordPress.

It’s well known that WordPress powers 35% plus of websites on the internet.  It’s an open-source content management system with extraordinary capabilities and flexibility.

In addition to the main platform changes, the re-design must include the following changes:

  • Changes to the code
  • Content creation
  • Information Architecture
  • Navigation structure
  • Update imagery & graphics

When carefully planned and executed a website redesign tends to boost revenue, lower bounce rates, and improve UX.

Rebranding or Re-Positioning

Positioning it’s about developing visual elements and content that would communicate your brand consistently across all digital platforms and marketing materials in a way that connects with your users.

It can include changing the look and feel of your website, brochures, flyers, and any other marketing materials.  

“Making changes to the logo or the name of an organization is NOT rebranding”

Previous Website

Content Strategy

An effective content strategy does not solely rely on only one tactic.

My approach was focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and ultimately, drive a profitable outcome.

With the help of a copywriter, I planned and executed a well-researched blog strategy, designed not only for consumers but also aimed at search engines.

Brand Awareness

As part of the Content Strategy, we leverage the most impactful social media platforms to amplify the message and help our client promote their brand.

Our aim was to grow the follower base, and establish brand recognition in the local market. At the same time, generate leads and turn them into sales.

Google Local Pack Results

Local Citations

Local citations are online directories that mention, partial or complete information about a local business.
These citations are primarily important because help people find your business online. But even more, they help Google verify the authenticity of a local business.

The strategy included consistently building citations for the client. Making sure all the information is complete and accurate across platforms, directories, and social media channels.

In addition, Data Aggregators have been included as part of the campaign. Aggregators are key players in the local search ecosystem, making information available and distributing it to local directories and search engines.

“Having high-quality citations can help your business rank higher on Google search and maps