Fred Ruff is a fire chief who owns a plumbing business that he runs on his days off. He came to us because his WordPress website didn’t look as good as he thought it should and he wasn’t getting any business from it. He hired us to improve the appearance and effectiveness of his website, specifically to improve the local SEO so that it would attract residential customers in Harford County, Maryland with clogged drains.
We kicked off the project with research into Fred’s competitors’ digital marketing strategies. We discovered that some had sophisticated local SEO strategies while others did almost nothing to generate leads through their websites. With a keyword list and strategy in hand, we built out the website with a focus on local opportunities. We took a content-first approach and created locally optimized and keyword-targeted pages and posts. We also went through our standard local SEO checklist and did things that included making sure Fred’s business was registered with Google Maps. We encouraged Fred to call us as he was driving home from jobs so that we could write compelling new content to engage readers. One memorable post documented his efforts to extract a tennis ball from a drain in a local hospital. He found that telling his stories by phone was an easy way to generate new content on a regular basis.
Six months after the new website launched, Fred’s pageviews had grown by more than 437 percent and his bounce rate was reduced by 27 percent. Fred’s website quickly outranked larger competitors for key, local search terms. Fred began receiving an increased volume of calls from customers within his service area. Without any additional marketing (except for new website content ghostwritten by Buzzquake), Fred has been able to grow his business.