Services
Overview
A multi-location garage door installation and repair business needed a systems-level digital marketing strategy: one that could scale with every new location they acquired.
+47%Increase in Organic Search
Impressions in 1 Year
+109%Increase in Organic Search
Clicks in 1 Year
+82%Increase in Google Average
Position in 1 Year
THE CLIENT
Raynor Door Authority
Raynor Door Authority is a multi-location garage door installation and repair business. We had been working with one of their locations for years, and when RDA was looking to grow, we began working with their corporate team. They wanted to build consistent marketing practices across their locations, which span across the US and Ontario and would allow them to grow steadily as they acquired new locations.
THE PROBLEM
A Digital Presence That Didn't Match the Team
RDA’s digital presence didn’t reflect the exceptional quality of their team or the customer experience they deliver. As locations were added to the brand, cohesiveness became diluted, making each new acquisition harder to scale.
Paid advertising had clear potential, but the website wasn’t built to convert the traffic it would bring in.
The Apex Strategy Process
Research
We complete a comprehensive
research audit of Raynor Door Authority's digital
presence to get a detailed
understanding of where they’re
at right now.
Identify Key Levers
We identify key levers: the
strengths and areas of growth
that will have the biggest impact
on the company’s growth when
addressed strategically.
Build the Plan
We organize the key levers into
strategic approaches that will
make the best use of their
resources to get them to their
goal.
Raynor Door Authority needed a systems-level approach to their digital marketing: one that would grow revenue, scale the company, and improve brand perception.
OUR APPROACH
PHASE 1
Upgrade Their Digital Presence
Raynor Door Authority’s website did not reflect the professionalism their technicians demonstrate with their customers and was not optimized for SEO or conversion. Before sending more people to their website, we updated the site to better show off their differentiators and the quality of their services and offerings.
PHASE 2
SEO and Paid Search Tactics
Now that Raynor Door Authority had a website that showed off their professionalism and was designed to convert, we launched strategies that would bring traffic to them. Google Ads would catch potential customers searching for their exact service at the exact time they need it. SEO would build website traffic and brand awareness over time, so when future customers need their services, they are more likely to know RDA. High intent customers would also see both organic and paid search results when they searched for garage door installation and repair, and research shows that people are more likely to click organic results than paid when faced with both. The two tactics worked together to increase web traffic, phone calls, emails, and form submissions.
We used a combination of research and projections to build Phase 2 of their strategy, including:
- A thoughtful SEO strategy would build website traffic over time and ensure the company showed up higher in the search engine rankings.
- Fleshing out local listings would increase traffic from local customers.
- Keyword research and projections let us identify the key ad groups to target to have the biggest ROI.
THE RESULTS
Traffic & Engagement
Web traffic has grown substantially since the new website launched. Not only is traffic up, but so are engagement KPIs. The average engagement time per website session grew 115% and engaged sessions 219%, indicating that people were more interested in the information and found the site more appealling and easier to navigate.
Search Visibility
Not only did organic search traffic grow 437% in the year after launch, but our strategy helped grow other SEO KPIs that make future growth a guarantee. The number of organic keywords the site ranks for has grown exponentially, espcially keywords in the Top 3 and Top 4-10 positions.
Paid Search Growth
Since launching Google Ads, we’ve seen consistent growth in the number of monthly conversions and declines in the average cost per conversion. We’ve also seen an average conversion rate of 18.69% and an average CTR of 7.19% across the campaign’s run time.