How We Increased Monthly Organic Leads by 8x in One Year for A Hardwood Flooring Company

Almost a year ago Franklin Digital was approached by a local hardwood flooring company who were looking to not only redesign their website but after launch start to focus their marketing dollars towards SEO and digital marketing.

While the domain had been around for years, the site had been neglected and little to no traffic was reaching it, let alone converting into business for our client.  After speaking in-depth to our client and working their goals into our strategy we put together a plan.

•  Through our research we learned that the websites ranking in this industry were seriously ignoring the User Experience, and there would be a huge opportunity for our client to convert traffic to leads if the time was spent creating a user-friendly experience, and utilize high-quality professional photography across the site.

• As the business focuses exclusively on Philadelphia and it’s surrounding areas, we needed to focus on auditing and cleaning up existing local citations, as well as create an easy way for customers to leave reviews, and for the business to incorporate a strategy to regularly ask for reviews from satisfied clients.

•  Create resources for customers no matter what part of the buying cycle they may be in to allow us to build brand recognition even before the client is ready to purchase services.  This extensive knowledge base also establishes the client as a thought-leader in his industry.

• We identified a number of technical issues plaguing the existing domain including separate HTTP and HTTPS versions of the website, as well as duplicate www and non-www versions which were causing duplicate content as well as crawling issues.

UX and Web Design:  Using the talents of a local Philadelphia photographer, we first started by getting high-quality photos of our client, his work, as well as candid photos we could use throughout the project.  Utilizing WordPress we created a cleanly designed responsive website which converts our traffic at an incredibly high percentage.

Technical SEO:   By creating a standard set of HTTP to HTTPS and non-www to www redirects via the client’s .htaccess file we rectified the existing duplicate domain issues which led to an almost immediate boost in our rankings.  By creating a clean logic for our canonical linking we can also avoid similar issues occuring down the road.

Content Marketing:  Our content team focused on writing out a number of guides to not only answer common questions our potential customers might have, but also to appeal to a larger audience with a number of DIY, tutorial, maintenance, and upkeep articles surrounding hardwood flooring care.

Local SEO:  We established a set process with our client to start regularly reaching out to clients new and old in order to catch up to, and outperform our existing local competitors.  After cleaning up hundreds of outdated local citations and soliciting customers for reviews our client is ranking in the top three for dozens of high volume local search terms.