Through Contractor Nation's performance-based Supercharged program, this Michigan contractor increased leads 189% in just one year! This percentage includes leads generated by web forms only.

1. A CASE STUDY OF A MICHIGAN HOMEA CASE STUDY OF A MICHIGAN HOME
IMPROVEMENT CONTRACTOR IN OURIMPROVEMENT CONTRACTOR IN OUR
SUPERCHARGEDSUPERCHARGED
WEB MARKETING PROGRAMWEB MARKETING PROGRAM

2. IN SEARCH OF MORE LEADSIN SEARCH OF MORE LEADS
Our Greater Ann Arbor, MI client offers extensive home improvement services
inclusive of Foundation Repair, Crawl Space Encapsulation & Basement
Waterproofing.
When our client joined our Supercharged pay-per-performance program a couple
of years ago, they already had a strong online presence in the Greater Detroit
area. They wanted to expand their reach to homeowners in the northwest upper
peninsula of Michigan, a region with many lake front homes.
To accurately track the success of their online & offline marketing, our client
wanted thorough reporting of where their leads were coming from. Contractor
Nation’s precise lead tracking program made it easy for our client to identify and
measure their leads. Leads were tagged based on their location, service type,
source, i.e., a pay-per-click ad, a Google search for one of their services, a display
ad, or just a direct search for their company.

3. CONQUERING A NEW TERRITORYCONQUERING A NEW TERRITORY
In order for our client to capture this new market of homeowners with different
problems, looking for unique solutions, Contractor Nation developed a dynamic
and visitor-adaptive website that served up localized webpages with unique &
highly relevant content. The content displayed was based on the IP address and
search query of the visitor.
Content on these localized webpages directly matched the needs of each unique
visitor’s search. The pages were built to convert and prominently displayed our
clients five star customer reviews, testimonials, project gallery images & case
studies that directly matched the visitors location and problem type.
As a direct result of launching proven methods of content marketing, inbound
marketing & conversion optimization, we increased Google organic search traffic
for our client by 121% from 2013-2014.

4. MORE RELEVANT CONTENT = MOREMORE RELEVANT CONTENT = MORE
WEBSITE TRAFFICWEBSITE TRAFFIC
When comparing January-May of 2014 to 2013, our client substantially increased traffic for all major search
engines and Google PPC advertising.
• Google/Organic traffic increased by 121.26%
• Bing organic traffic increased by 63.57%
• Yahoo organic traffic increased by 10.29%
• Google PPC traffic increased by 30.13%
Many Internet Marketing Companies do not use the pay-for-performance model, so there is little incentive
to improve output as time progresses. Many times, contractors are forced to buy into the typical
agency model, inundated with service fees and commissions. By using the pay-per performance model,
our client was only charged for exclusive leads generated through their own website, and only for new
business opportunities.

5. MORE TRAFFIC IS GREAT, BUT MOREMORE TRAFFIC IS GREAT, BUT MORE
LEADS ARE BETTER!LEADS ARE BETTER!
Here is a year-over-year 3 month comparison of our Michigan contractor’s leads
generated exclusively from web contact forms. The baseline data period was
April 2013-June 2013, compared to the same period in 2014. Goal completions
in this case represent customers filling out service request forms online.
Through our concentrated SEO & PPC efforts, goal completions increased by
189% in 2014!

6. GROWTH BASED ON NON-BRANDEDGROWTH BASED ON NON-BRANDED
SEARCH QUERIESSEARCH QUERIES
For our home improvement contractor, generating traffic, especially from visitors
who may or may not have been exposed to their brand through traditional
channels was the end-goal. Branded search queries (or keywords including
some mention of your brand name) are good indicators that your company is
well-marketed in your service areas. But your website should also generate a
decent % of traffic from non-branded search queries as well. Having a well-
balanced distribution of non-branded organic visits is an indicator that your
website is attracting new visitors and that your offline marketing is not
carrying all of the weight.
If you examine our client’s pre-SEO organic search query data pulled from Google
Analytics on the following slide (their name was blurred for confidentiality),
the majority of searches were related to our client’s brand.
If they were not using a pay-per-performance model, these leads would be really
costly.

7. WEBSITE ORGANIC TRAFFIC PRE-SEOWEBSITE ORGANIC TRAFFIC PRE-SEO
Branded search was carrying most of the weight for our client in the early days. They
are now split more evenly between branded and non-branded. While it is good to
know you are well-branded in your marketplace, you need to ensure your site is also
capturing new customers through your search efforts!

8. HIGH IMPACT PPC ADSHIGH IMPACT PPC ADS
During a record breaking rainfall month in 2013, our Michigan contractor ranked in the
number one position in the paid search results in Google, due to well-targeted PPC ads
that landed them a high-quality score by Google for basement waterproofing. Basement
Waterproofing is a very competitive keyword, especially during heavy rains. For our
client, we used highly specific basement waterproofing landing pages, resulting in a 7.33%
conversion rate. The standard conversion rate for PPC is approximately 2% to 5%
according to Google.

9. WANT SIMILAR RESULTS?WANT SIMILAR RESULTS?
For almost 10 years, our Supercharged Program
has helped over 400 specialty contractors in the
home improvement industry successfully grow
their business, taking their head out of
marketing and where it needs to be.
We can help you too!
To grow your business to the next level, call
1-888-908-78061-888-908-7806
Or learn more at
www.contractornation.comwww.contractornation.com

10. WANT SIMILAR RESULTS?WANT SIMILAR RESULTS?
For almost 10 years, our Supercharged Program
has helped over 400 specialty contractors in the
home improvement industry successfully grow
their business, taking their head out of
marketing and where it needs to be.
We can help you too!
To grow your business to the next level, call
1-888-908-78061-888-908-7806
Or learn more at
www.contractornation.comwww.contractornation.com