Web Design and Facebook Advertising Case Study
Meet the Client
Cre8stone is a rapidly expanding stone remodeling and resurfacing company in Dallas, TX. They've been in business for almost a decade and have done awesome remodeling work all over the Dallas - Ft. Worth Metroplex.
Cre8stone uses an innovative product to overlay real stone on top of existing surfaces. This allows them to remodel a home more quickly and affordably while avoiding costly, time-consuming, and messy tear out processes.
The Situation
Despite their success, Cre8stone had an old and outdated website lacking in many areas, including effectively displaying their before and after pictures and signing people up for free estimates. The website was not optimized for SEO and was built on a simple site builder. They also had seen declining results from print advertising over the past few years and knew they needed to digitize their marketing efforts.
Their re-designed website needed the following features:
Beyond these, copywriting was needed for most of the pages and concerted social media and SEO campaigns were going to be necessary after the site went live to maximize the number of leads coming in.
Our Vision
Based on our discussions with Garrison, the owner of Cre8stone, we knew we needed to put together something clean and classy, with a definite professional feel.
We evoked the color of some of the stone they use and created an easy to navigate website focused on converting visitors into customers. This meant creating a testimonials page, before and after page, multiple pages of sales copy, video gallery, and a conversion rate optimized landing page for free estimates.
The Marketing Plan
Paid Advertising
Once their website was redesigned we were ready to start paid advertising with full force. Our focus was on leveraging paid Facebook advertising to generate free estimate leads for the Cre8stone sales team to follow up with. Within two weeks we were able to get Cre8stone's cost per lead (CPL) below $25. For some ads, we reached below $20 CPL and these costs continue to fall as we refine our approach. We found the Facebook Lead Ads to be the most effective for these campiagns.
Organic Social and SEO
In addition to the paid approach, we publish multiple pages and articles every month on their website targeting their most relevant keywords, like 'dallas remodel' and 'stone remodel'.
We also post 10 custom-designed organic social media posts on Facebook and Instagram to keep their followers engaged and interested in the company.
Managing and renovating all of Cre8stone's listings across social media and directory websites is an ongoing process that needs regular attention to optimize for new leads.
Finally, we set up live chat on their website to go directly to their sales reps cell phones and integrated all their leads and web forms directly to their CRM of choice, HubSpot.
Technology Used
Caleb
Owner, Parrot Digital Marketing
As a small business owner, I have hired and worked with many companies that over promise and under deliver. Caleb and his team were highly recommended to me and now I know why. I saw action immediately and subsequent results. Both results and timeline were quantifiably better than expected. A real breath of fresh air to have a company deliver like this.