Challenge
CQ Painting is a family-owned business offering interior and exterior painting for homes and businesses. From consulting to prepping to the final brushstrokes, CQ happily provides an end-to-end solution. Marketing through third-party sites like Angie’s List and HomeAdvisor was becoming more and more expensive. Worse, as that cost-per-lead increased, new competitors began to eat into profits as they raced to the bottom with their low-priced services. CQ Painting was looking to generate more leads, but had been growing dissatisfied at the cost of doing so. Traditional methods of marketing a painting company, such as advertising on websites like Angie’s List and HomeAdvisor, was becoming expensive and was raising CQ’s cost per lead. And because anyone with a brush and a can could call themselves a painter and set up a profile on those sites, fly-by-night competition was forcing CQ to compete on price. Yes, CQ does a better job than low-priced competitors, but that’s hard to explain in the limited promotional space these kinds of sites provide. ‘ To make matters even worse, CQ had lost access to their old website and were unable to update the information there. In short, they wanted to grow their business, but competitive pressures and technical issues were making it difficult.
Solution
AdeptPlus built a new website to replace the one CQ could no longer maintain, and developed and implemented a website traffic strategy to bring leads to the company (instead of the other way around.) AdeptPlus first built a roadmap to take CQ Painting from their digital capability at the time to a place where they could leverage the Internet to easily acquire customers. We thoroughly studied CQ’s competitors and did extensive keyword research to understand where and how the market was searching for painting contractors. Then we broke the project down into two parts: first we built a new search-engine optimized website, and then implemented some traffic generation tactics. In short, we drove more traffic to a better website.
Results
The CQ Painting project resulted in some impressive success metrics: Recent searches showed CQ Painting is now ranked on the first page of Google for 15 out of 16 targeted keywords. (Keyword #16 is in the top of the second page.) Lead generation increased by an estimated $32,000 per month of sales in the first three months of the project. Over 50% of CQ’s traffic now comes to the website organically because of a well-implemented SEO strategy. Most importantly, CQ saw a return on their initial investment in just one month. Our web redesign and ongoing marketing services have helped CQ Painting stop competing on price—and start profitably painting more buildings with the dedication to customer service for which they’d prefer to be known.
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