In this case, we were starting with absolutely nothing. The client’s company never had a website, a search marketing campaign, or a defined brand. The fact that the client was so successful was a testament to the power of word of mouth. Joseph and his team had built the business the old-fashioned way, by working hard and doing the right things for their clients.
However, they were frustrated that even after two decades, when they searched on Google they could not find their business whatsoever. They did not exist online.
Then they saw their competition, many who were only a few years old, at the very top of the search results. They knew they offered a superior product and service, but to the online world, no one knew this.
Considering that we had no online foundation to rely on, Dowell Roofing needed a brand, website, and active search marketing campaign
Branding – The client needed a logo and brand that properly represented his hard work, dedication, and years of experience. Plus, it needed to propel his business above the competition. We provided Joseph and his team with multiple concepts before identifying a brand they loved and met our criteria.
With an emphasis on mobile responsiveness, the new site was focused on enhancing the perception and history of Dowell. We knew they prided themselves on their beautiful family, and their local roots, so we made sure people knew this was a local company with a pride for what they do.
We also made sure the website became a clear extension of the new brand. While the content was optimized for search engines, it also conveyed the client’s brand, loyalty, and quality work with the intent of captivating an audience and driving leads for the company.
Since Dowell Roofing did not have an established online presence, a proactive search engine optimization plan was put into place. We began by claiming local map listings on Google, Bing, and Yahoo, and then moved on to multiple popular online directories.
By targeting specific and relevant keywords in our content creation and search marketing efforts, we were able to drastically increase website traffic and ranking. As with any ethical search engine optimization campaign, it took time to achieve results. After six months, the client ranked at the bottom of page one. Five months later, the client’s organic ranking is consistently in a top search result for several keywords and variations.
Armed with a new brand, we created a new set of business cards, promotional flyers and yard signs for Joseph Dowell and his team to leverage when at job sites and obtaining new customers. We are a big believer that print marketing still has a place, especially in local markets such as Murfreesboro, Tennessee.
Fast forward from early 2015 to today, you can’t drive anywhere in town without seeing a Dowell Roofing yard sign!
We got into this business to help small business owners be more successful. It is case studies like Dowell Roofing that reinforce why we love what we do.
Joseph came to us a great local business owner that had no online presence, while offline he was a rock star. He was frustrated and his lack of knowledge on what to do left his business paralyzed. Today, he has a leading local online reputation and has significantly improved his online lead generation with page one search rankings. In addition, his brand improved his perception, and we cannot wait to see just how far Dowell Roofing will go from here.