Overview
BuildPro Constructors, a leading design-build firm established in 1958, has a long history of delivering high-quality construction projects across the United States. Despite its strong reputation, by early 2015, BuildPro realized its website was underperforming as a lead generation tool. While it attracted significant traffic, it failed to convert visitors into actionable leads, prompting the need for a comprehensive digital marketing overhaul.
Challenges
Low Conversion Rates:
Despite high website traffic, the site generated only 27 contacts per month, indicating a disconnect between visitor interest and lead generation.Underutilized Content:
Valuable educational resources, such as case studies and white papers, were not strategically placed to engage visitors or drive conversions.Lengthy Sales Cycles:
The construction industry’s inherently long sales cycles required sustained engagement with potential clients to nurture leads effectively.
Challenge
Technology has come a long way since then, and the variety of the information objects we’re managing has changed a lot, but one tenet has remained constant we’ve always focused on the intersection of people, processes, and information. As the Association for Intelligent Information Management, we help organizations put their information to work.
AdSenator’s Strategic Solutions
To address these challenges, AdSenator implemented a tailored digital marketing strategy focused on the following key areas:
Website Redesign and Content Optimization
User Experience Enhancement:
The website’s navigation was restructured to clearly showcase BuildPro’s services and markets, making it easier for visitors to find relevant information.Strategic Content Placement:
High-traffic pages were identified, and premium content like white papers, case studies, and guides were strategically placed to encourage engagement and lead capture.Homepage Revamp:
The homepage was redesigned to highlight key services and markets, with clear calls-to-action (CTAs) directing visitors to valuable resources and contact forms.Email Lead Nurturing Campaigns
Segmentation:
Contacts were segmented based on industry focus, particularly targeting the healthcare sector, to deliver personalized and relevant content.Educational Content Delivery:
A series of informative emails were crafted to address the specific needs and interests of the segmented audience, positioning BuildPro as an industry thought leader.Engagement Tracking:
Recipient interactions with emails were monitored to identify highly engaged prospects, enabling the sales team to prioritize follow-ups effectively.
SEO and Paid Advertising
Keyword Optimization:
AdSenator conducted extensive keyword research to optimize BuildPro’s website for high-value terms like “design-build construction” and “commercial construction services.”Google Ads Campaigns:
Targeted pay-per-click (PPC) campaigns were launched to drive traffic from high-intent search queries, ensuring a steady flow of qualified leads.
AdSenator’s Strategic Solutions
The strategic overhaul led to remarkable improvements:
650% Increase in Lead Generation:
Monthly contacts surged from an average of 27 to 202 within two years, significantly boosting the sales pipeline.High-Value Project Acquisition:
A targeted email nurturing campaign resulted in engaging seven out of nine key contacts within a prospective client company, leading to the successful acquisition of a multimillion-dollar contract for a 5,000+ square-foot surgery center.Enhanced Online Presence:
BuildPro’s website became a powerful lead generation tool, driving consistent traffic and conversions while establishing the company as an industry leader.
Key Challenges in the Construction Industry & AdSenator’s Solutions
- Challenge: Low Website Conversion Rates
Solution: AdSenator redesigned the website for better user experience, strategically placed premium content, and optimized CTAs to drive conversions.
Challenge: Underutilized Content
Solution: AdSenator identified high-traffic pages and positioned valuable resources like case studies and white papers to engage visitors and capture leads.
Challenge: Lengthy Sales Cycles
Solution: AdSenator implemented email nurturing campaigns to maintain engagement with potential clients over time, ensuring consistent follow-ups and relationship-building.
Challenge: Lack of Targeted Traffic
Solution: AdSenator leveraged SEO and Google Ads to attract high-intent visitors, ensuring a steady flow of qualified leads.
Key Takeaways for Construction Businesses
- Optimize Your Website for Lead Generation:
Ensure your website is user-friendly, visually appealing, and equipped with clear CTAs to convert visitors into leads. Leverage Premium Content:
Use case studies, white papers, and guides to engage visitors and establish your expertise in the industry.Implement Email Nurturing Campaigns:
Segment your audience and deliver personalized, educational content to nurture leads over time.Invest in SEO and Paid Advertising:
Optimize your website for search engines and run targeted PPC campaigns to attract high-quality traffic.Track and Analyze Engagement:
Monitor visitor behavior and email interactions to identify highly engaged prospects and prioritize follow-ups.
Conclusion
AdSenator’s digital marketing transformation for BuildPro Constructors demonstrates how strategic planning and execution can overcome industry-specific challenges and drive significant growth. By focusing on user experience, content optimization, and targeted lead nurturing, AdSenator helped BuildPro turn its website into a powerful lead generation tool and secure high-value projects.
For construction businesses looking to enhance their online presence and generate more leads, partnering with AdSenator provides the expertise and tools needed to succeed in today’s competitive market.
