Case Study: BHR Construction

Step 1: Competitor Analysis

During the onboarding call, we asked questions to understand BHR’s current situation, what their business goals were, and who their top competitors are. We also had in-depth discussions about who their target audience is, specifically looking for information on their demographics and location.

Once we had a clear understanding of the above, we began thorough competitor analysis to determine what his competitors were doing with their online marketing strategies. We started by reviewing the visual design and functionality of their websites. We then moved to reviewing the data behind their online marketing strategies, looking for top performing pages and keywords.

We also reviewed their networking and backlink structure, giving us detailed insight into PR opportunities and networking partnerships that we would use later on.

Step 2: Web Design & Development

We began the web design process by doing a full rebrand, consisting of a style guide, logo creation, and assisting with physical marketing material generation. With the new BHR style created, we set out to design a compelling website that spoke visually to the target audience: people looking to build luxury custom homes.

During the design and development process, we constantly communicated with BHR to ensure the site was being created to their specifications. We gathered a lot of “insider information” from BHR that we strategically used as content pieces to answer questions their target audience was asking.

When the site was complete, it was clear that BHR was not a company to call for small home repairs anymore.

Step 3: Organic SEO Management and Social Media Marketing

Prior to launching the site, we meticulously combed through the site and optimized every page for technical and on-page SEO, making sure that proper schema markup was added to each page, all HTML tags were present and accurate, images were compressed, and page-load speed was optimized especially for mobile.

With the site ready to launch, we started the ongoing SEO process, writing keyword-rich content on a consistent basis and constantly monitoring page performance. We made countless tweaks once the initial data rolled in, further optimizing pages and building the internal link structure around the most important pages.

We focused first on low competition keywords, since BHR had zero domain authority. As we began to get traffic on these keywords and the domain authority rose, we slowly began to target higher competition keywords, specifically in targeted geographic regions, working our way from the lower competition areas and building up to the ultimate prize location of Greenville, SC for them.

Once the site was performing well on lower competition keywords and locations, we started to add a backlink strategy to the mix, securing backlinks from industry-relevant websites with a focus on the Greenville area. Domain authority continued to climb, and we began to put full focus on the higher competition searches in and around Greenville.

All the while during this process, we were posting regularly to their social media accounts and engaging with followers, making sure every piece of news about the company’s success was being broadcast in an omni-channel approach.

The Results: $12M+ in Custom Home Leads in Year 1

In just 1 year, BHR Construction has been able to transform their business from a small, struggling local construction company that was getting leads for low budget home repairs, into a luxury custom home builder in a competitive urban marketplace. The journey is still young for BHR, and this is just the start. The momentum is strong as they continue to leverage their new online presence to convert traffic into qualified leads and build their reputation in the area as a trusted luxury home builder.

While these results are enticing, it did not happen overnight for BHR. The bulk of the leads came after 6 months of SEO effort and a strategic execution of a well-planned roadmap to success. Thanks to BHR’s willingness to let the work bear fruit, they are now on their way to progressive, sustained growth which is being spurred by digital traffic and leads.

The Supporting Data

Data from BHR’s Google Search Console comparing the first 6 months of working with us to the following 6 months. BHR experienced a significant increase in organic search clicks and impressions, highlighting the benefit of the SEO-driven content we produced.

Google Search Console Data

We implemented a full suite of schema markup which allows search engines to more easily identify the content on a page. Proper and complete schema markup not only improves ranking, but also helps to add rich results, which are the additional pieces of information shown in search results that help users understand the website’s purpose and content.

Example of Service Offering Schema on BHR’s Website

Rich Results Shown for BHR’s Search Results

After improving BHR’s domain authority by strategically targeting lower competition keywords in the beginning when their authority was low, we then implemented a hyper-local approach to target their most desired (and highest competition) location of Greenville, SC. This step-by-step approach has positioned BHR in the number 1 map-pack position for the highly competitive term “general contractor” in the highly competitive location of Greenville.

Local SEO Results