Straight Line Construction
Company + Project Overview
Business Type:
Private Corporation
Industry + Sector:
Construction
Location
Gainesville, Florida
Website:
straightlinefl.com
Project Duration:
2021 – Present
Deliverables:
Brand Alignment
Website Refresh
Promotional Materials
Monthly Content Creation
Email Nurture Campaigns
Email Drip Campaigns
Data Analytics & Report Presentation
Key Contributors:
Jen Houser
William Duxbury
Colin Holmes
Rachel Wayne
Jessica Skorich
Results
Overall Website Sessions
309% increase in overall websites sessions, year-over-year. This means the website was visited 3x times more than in the previous year.
Social Actions
1,487% increase in social interactions, year-over-year, such as likes, comments, follows, and interactions.
Form Fills
Doubled the amount of website forms submitted, year-over-year. This is the amount of people who visited the website and decided to contact Champion directly.
Challenges
Straight Line Construction has been offering high-quality home renovations for over 11 years. Unlike most construction contractors, they put the customer’s experience first with all-inclusive home renovations.
As housing prices continue to rise in Florida, homeowners had every reason to renovate rather than relocate. SLC provided a quality home remodel solution for homeowners – but too few people knew about their services. As a result, SLC was paying outside sources to obtain leads – a strategy that failed to capitalize on their stellar reputation or unique company values.
SLC needed a way to reach their audience and show homeowners what makes their process rise above the competition. By improving their brand awareness and online presence, SLC would be strategically positioned to take advantage of the continued demand for home renovations.
How We Did It
After meeting with SLC, the Liquid team dove into our Discovery Process to evaluate their online presence and the purchasing process for their industry. Here’s what we discovered:
- Homeowners search for design inspiration online before renovating
- Homeowners look into a contractor’s reputation online before contacting them
- Homeowners want to see examples of completed work
- Homeowners won’t commit to a contractor before meeting them, either online or in person
With this in mind, we knew we needed to truly show SLC’s character online and get homeowners excited about that first design meeting with the SLC team. To increase brand awareness, improve their online presence, and generate quality leads, our tactics included:
- Creating a new website with clear calls to action, search-engine optimized content, and a clear value proposition
- Sharing educational and inspirational content through blog articles and social media
- Producing video content that show SLC’s team, capture client testimonials, and showcase their unique process
- Running Google search, display, and social media ads that draw in interested homeowners
Deliverables
A Streamlined & Optimized Website
We identified SLC’s value proposition and unique benefits to persuade website visitors.
We improved their discoverability through search engine optimization.
We simplified the user experience with compelling calls to action.
Valuable, Relevant Content Marketing
With so many advertisers vying for our attention online, the best way to captivate your audience is by providing value. In the home improvement space, there are opportunities to do this through discussing trends, sharing completed projects, discussing materials, and more. Publishing consistent content for SLC shows their credibility and expands their reach online.
- We highlighted SLC’s expertise and knowledge through valuable blog posts. With a twice-monthly blog hosted on their website, we provide value to homeowners. Our blog posts earned 715 views, leading to at least $150,000 in leads directly attributed to blog content.
- We improved their search engine ranking by producing talked-about topics. By writing at length about the questions and topics people searched for, we’re both telling search engines that SLC’s website is up-to-date and adding in valuable keywords to improve their ranking.
- We adapted SLC’s content for new media that fits their target audience. The channels we recommended for SLC included Pinterest, where home inspiration Pins have a long lifespan, and Google Business Profile, which improves SEO and gives them more real estate in Google search results.
Driving Leads Through Paid Digital Advertising & Landing Pages
We used search ads to capture the audience at the right moment.
We began running strategic social media.
We improve awareness with display ads.
Straightforward ad graphics displayed across various websites improved brand recognition and drove website traffic. By adapting our visuals, we earned 6,812 clicks in the last 6 months (Q4’21 – Q1’22), with a constantly decreasing CPC.
We engaged viewers with pre-roll YouTube ads.
With an attention-grabbing video ad, we earned over 76,572, with a CPV of just $0.03 in the last 6 months (Q4’21 – Q1’22)
Engaging, Brand-Building Video Content
Video production is hands-down the most engaging way to speak to your audience. Our video strategy for SLC humanized the brand, showing a people-first approach that’s unique in their industry.
Check out more videos on SLC’s YouTube channel!
We shared the brand’s process so customers know what to expect.
We highlighted each team member’s expertise and personality.
We created lasting social proof through video testimonials.
By showing beautifully renovated homes alongside happy homeowners, we give viewers every reason to trust SLC with their project.
The Results
In our first six months working with SLC, we surpassed all of our defined objectives while staying within budget.
Overall, our marketing efforts led to SLC closing more leads per week and spending less on advertising. We’ve drummed up great awareness about their services and shown their personalities online, persuading more and more homeowners to trust their renovations to Straight Line.
Before And After Strategic Marketing
January 2021
Closing 3.5 leads per week
On the first 2 pages of Google for 5% of chosen search terms
1,172 web session per month
Average time spent on the site was 27 seconds
Cost-per-click of $0.80 for Google Display Ads
January 2022
Closing 10 leads per week
On the first 2 pages of Google for 71% of chosen search terms
2,263 web sessions per month
Average time spent on the site was 66 seconds
Cost-per-click of $0.39 for Google Display Ads
During 2021, our campaigns for SLC earned at least $2 million in revenue and $600,000 in profit. Through strategic and adaptive marketing, we multiplied their investment over 10 times for a ROI of $532,000.
The successes we’ve accomplished together are empowering SLC to expand, with two new showrooms in Ocala and Alachua set to open soon.
Recognition
Our work for SLC earned us 6 awards at the 2022 FPRA Ocala Chapter Image Awards. This included the Grand Image Award for our video work!
The successes we’ve accomplished together are empowering SLC to expand, with two new showrooms in Ocala and Alachua set to open soon.
Video: Image Award, Judges’ Award & Grand Image Award
Website: Image Award & Judges’ Award
Promotional/Marketing: Award of Distinction
