Case Study: Local Online Marketing for Emergency Restoration Franchise Brand
Blowing the Roof Off
LSM Case Study | Rapid Restoration, LLC |teamrapid.com
Jul. 25, 2013 – Mar. 4, 2014 vs. Jul. 25, 2014 – Mar. 4, 2015
Team Rapid is a professional disaster recovery and construction company
located in Springﬁeld, TN. In early 2014 they realized they were in need
of an agency that could help them generate new customers from the web,
speciﬁcally located within the greater Nashville area.
Our digital strategy focused on ﬁve main themes:
1. Get Team Rapid’s website highly ranked in the organic search results
for lucrative keywords.
2. Create unique content designed to answer customer FAQs.
3. Create ad campaigns to run during extremely hazardous
4. Showcase their overwhelmingly positive reviews to the public and
5. Unify the Team Rapid brand online.
SEO & Content
LSM focused on improving the organic rankings of Team Rapid’s
key service pages on searches most likely performed by their ideal
target audience in the greater Nashville market. Among some of the
goals we accomplished:
- Audited and optimized the entire website.
- Added unique, fresh content to key service pages.
- Wrote custom content for blog focused on addressing:
- Customer FAQs.
- Home repair best practices.
- Obtained authoritative backlinks from:
- Local directories.
- Restoration-focused directories.
- Wrote social posts on Facebook focused around:
- Weather alerts.
- Home repair best practices.
- "Before and after" pictures of repairs.
In late February of 2015 the greater Nashville area was hit by a
severe winter storm damaging several homes in the area. Prior to the
storm hitting Nashville LSM set up an ‘Emergency Winter Storm Repair’
AdWords Campaign. It was designed to increase ads’ bid levels in
order to guarantee positioning in the top 1-2 paid search results on a
select series of proﬁtable keywords being performed within Nashville’s
high-end residential neighborhoods.
Once Team Rapid had more quality leads than they could service, we
turned off the campaign to ensure they did not spend any additional
money on demands they could not meet.
Understanding how important online reviews are when it comes to
selecting a restoration business, LSM set up a review schema plugin on
important service pages such as mold removal. This allowed for the
review rating to show up in the page’s organic listing, helping to
separate their listing from competitors and increasing the number of
people who proceeded to click-through to the page.
Webpage Keyword Jul. 25, 2013 Mar. 4, 2015 Ranking Increase
Ranking Ranking Movement
/water-damage-restoration/ Water Damage Nashville 23 2 21
Water Damage Repair Nashville 19 3 16
Water Damage Restoration 100+ 3 97
/storm-damage/ Storm Damage Repair Nashville 2 1 1
Storm Damage Nashville 6 2 4
/roof-repair-replacement/ Roof Replacement Nashville 70 5 65
Roof Replacement Brentwood 91 1 90
75 to 442 Visitors
35 to 310 Visitors
17 to 159 Visitors
223 to 373 Visitors
Jul. 25, 2013 - Mar. 4, 2014
12 Visitors to Page
Before Review Schema Installed
Aug. 1, 2014 - Mar. 4, 2015
144 Visitors to Page
After Review Schema Installed
Winter Storm Campaign
5:00 AM on Feb. 18 - 6:30 AM on Feb. 21
7 $49.89 501%
Cost Per Conversion
Cost Per Conversion Average
1,100% Increase in Trafﬁc12 visitors 144 visitors