Alderwood Case Study
Alderwood Case Study
SEO, PPC, Google My Business Optimization, and Social Media
Alderwood Landscaping is a premier landscape architecture and construction firm based in Washington. Their product is focused on Backyard Resort Living – designing ad building complete, high end backyard resorts for customers with homes valued over $1M. Their average job costs the customer upwards of $75,000.
Challenge
In January of 2017, the owner of Alderwood Landscaping with two branches in Bellevue and Spokane, WA had suffered from a hard winter and a drop in leads, putting the company in a risky situation. Alderwood hired Desiree Jones as their Marketing & Business Strategist in April of 2017 hoping she could fix the situation quickly. The owner wanted 45% more qualified leads than 2016 consistently each month. At this time, there were only two people working in the office – one answering phones and the controller, and very slow call volume. The company had few jobs running from January to June. Reaching the right target demographic was critical to achieving the business’ revenue goals. At this time the business was nowhere near meeting their YTD revenue requirements and goals.
The Project
Desiree brought in the Digital Marketing Experts, Intl (DMEI) team to implement Adwords, SEO, Social Media, and Google My Business campaigns. We conducted a deep analysis of the actions taken by the previous marketing agency, the website, and other online factors and we found some key things preventing the business from being in front of its target demographic.
Primary issues DMEI resolved:
Page speed very slow on site due to large image files, preventing optimal search rankings and customer experience issues
No calls to action on the website
There was no security SSL setting on the website (https)
The forms were cumbersome for the customer and needed to be simplified to get more conversions
Search rankings and keywords were very general and not focused on what their target market would be searching for and the correct locations
Google My Business rankings were very low among competitors and needed to be optimized
The Adwords PPC plan showed very few results and high ad spend, not the right focus on the right keywords, no retargeting
There was minimal social media management and no activity on social pages, no social messages to build the brand and their trademark, Backyard Resort Living™.
DMEI focused on optimizing all of the above areas.
Results
- By the end of May, call volume increased dramatically, which required the hiring of an additional person to answer phones and qualify leads and the other handling human resources for hiring crews and other professionals to manage the growth.
- By December 2017, for the first time in the company’s history, construction was booked ahead through from January to June of 2018. By December 31st, the company had beat its 2017 annual revenue goal by over $300,000, bringing in a total of $5.5M in new business.
- In January of 2018 to date, the company has record sales during its slowest time of year.
