Industry: Construction Services (Water Sealing and Waterproofing)
The SEO Design Chicago team developed a comprehensive digital marketing strategy for a water sealing company looking to increase both residential and commercial clients, improve online visibility, and establish itself as the leading expert in waterproofing solutions.
278%
increase in organic search traffic
196%
increase in qualified leads
Â
163%
increase in website-generated inquiries
Challenge:
A regional water sealing company struggled to differentiate itself in a competitive construction services market.
- They needed to educate potential clients about the importance of proper waterproofing
- Showcase their expertise across various applications (basements, foundations, roofs, etc.)
- Attract high-value residential and commercial projects
- Compete with both general contractors and DIY solutions
Solution:
Targeted SEO Strategy
- Implemented a comprehensive SEO strategy focusing on specific waterproofing-related keywords, including types of water damage, prevention methods, and location-specific terms
- Created in-depth, expert-level content for each service area
Waterproofing Education Center
- Developed an extensive online resource center with articles, guides, and FAQs covering various aspects of water damage prevention, waterproofing techniques, and long-term benefits, positioning the company as a trusted authority in the field
Project Showcase and Case Studies
- Created detailed case studies of successful waterproofing projects
- Highlighted before-and-after scenarios, challenges overcome, and long-term results
- Optimized for both search engines and user experience
Video Content Series
- Produced a series of educational videos
- Featured the team demonstrating waterproofing techniques, explaining common water ingress issues, and showcasing project transformations
- Used videos on the website, YouTube, and social media to build credibility and engage potential clients.
Local SEO Optimization
- Optimized the company’s Google Business listing
- Created location-specific landing pages
- Built local citations to improve visibility in local search results for both residential and commercial services.
Targeted PPC Advertising
- Created highly targeted Google Ads campaigns
- Focused on specific types of waterproofing services and geographic locations
- Had separate strategies for emergency services and planned projects
Social Media Strategy
- Developed an engaging social media strategy across Facebook, Instagram, and LinkedIn
- Shared project photos, educational content, and customer testimonials to build trust and showcase expertise.
Online Quote Request Tool
- We integrated a user-friendly quote request tool on the website
- Allowed potential clients to submit project details and receive a preliminary estimate quickly
Email Marketing Automation
- Implemented segmented email campaigns for different client types (e.g., residential, commercial, property managers) and service needs (e.g., basement waterproofing, foundation repair, roof sealing) to nurture leads and provide valuable information.
Partnership Development
- Created a digital strategy to cultivate relationships with real estate agents, home inspectors, and property management companies for client referrals and collaborative projects.
Customer Review Management
- Implemented a strategy to encourage satisfied clients to leave positive reviews on Google, HomeAdvisor, and other relevant platforms
- Allowed to promptly address any concerns or negative feedback
Seasonal Campaign Strategy
- Developed targeted digital campaigns for different seasons
- Focused on specific waterproofing needs (e.g., spring flooding, winter ice dams) to capitalize on timely concerns
Results:
- Increased qualified leads from an average of 25 to 74 per month
- Improved website traffic from 3,200 to 12,096 monthly visitors
- Grew social media following from 2,800 to 11,200 across all platforms
- Increased the average Google rating from 4.3 to 4.8 stars, with a 142% increase in total reviews
- Achieved first page rankings for 72% of targeted local and waterproofing-specific keywords
- Generated 98 high-quality project inquiries through the online quote request tool in the first six months
- Improved website conversion rate from 2.1% to 3.9% for service inquiries
- Reduced cost per lead acquisition by 35% through optimized PPC campaigns
- Increased email open rates from 18% to 32% and click-through rates from 2.0% to 4.7% with segmented campaigns
- Boosted customer retention and repeat business rate from 15% to 28%
- Achieved a 91% satisfaction rate for the online quote request tool
- Increased average project value by 37% through effective marketing of comprehensive waterproofing solutions
- Secured 8 new commercial contracts through targeted marketing and partnerships in the first year
This case study illustrates how a comprehensive, education-focused digital marketing strategy can help a specialized water sealing company overcome market challenges, effectively communicate its value proposition, and achieve significant growth in lead generation and client acquisition. By positioning the company as the premier expert in waterproofing solutions and leveraging educational content across all marketing channels, the company was able to attract more high-value projects and establish itself as the go-to provider in its service area.
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