Small Business SEO Focus, Storm Damage Specialists – Pheonix and Tucson AZ
Our customers are masters of their field and their company’s operations, but managing their online presence is often outside their expertise. SDS (sdshail.com) is an example of this. They are a commercial and residential roofer in Arizona; they have an excellent reputation for quality and value but struggled to tell their story and attract qualified prospects to their website. Here is how Invite them Home and our partner EVH Marketing (https://www.evhmarketing.com/) are helping them bring in traffic and increase prospective customers. But first, some background.
About 93% of web traffic comes from search engines, with Google making up 78% of desktop and 89% of mobile searches. This means an effective digital marketing strategy is crucial for a company’s success in 2022. Invite Them Home is here to bridge this gap, helping leaders in the industry display their skills online and connect with prospective customers. Each of our clients is unique, and we enjoy working with a diverse range of small businesses in numerous industries across the United States. One of our recent clients is Josh from Storm Damage Specialists, an Arizona contractor specializing in residential and commercial roofing. We recently helped him create a successful business-to-consumer (B2C) marketing campaign that has taken his business to the next level.
The first step when we meet a client for small business marketing is to get to know them and their trade. Next, we conduct interviews with leaders in the company to gather information about what they do, how they do it, and where they want to go in the future. It is essential to take the time to listen to each client’s story and get a true understanding of their customer base. We need to know what potential customers are looking for and how our client meets those needs.
In this case, we conducted a thorough interview with Josh from SDS to talk about the ins and outs of roofing. He explained their services, such as residential roof repair and replacement and commercial flat roofing. Many home and business owners experience roof leaks, weather damage, or other issues that they need addressed but may not know where to turn. Therefore, it is vital to note skills unique to our clients. In this case, we noted that SDS is available 24/7 for their customers in case of a roofing emergency and also has experience working with solar panels, that are common in Arizona. Interviews typically last about an hour, giving us time to understand their needs and priorities fully. Josh wanted to grow his client base across Southern Arizona by making Storm Damage Specialists a recognized and respected name in the industry. We came away from the interview confident that we could get him where he wanted to be.
After we get to know our client and their customers, we determine their target audience based on what we discussed. In the case of Josh and SDS, we are helping him with his organic search marketing and a new Google Ad campaign that quickly and easily gets the right people to the correct webpages quickly and easily. In this case, SDS wanted to reach the greater Tucson and Phoenix areas. They have experience working with a wide range of roofing projects, from 200 to 250,000 square-foot buildings, individual homes to large strip malls and
everything in between. They wanted to make their services known to any potential customer looking for roof repair or replacement, as there is no project too big or too small for them to handle. Since most customers come as a result of search engine queries, the SDS website has to rank highly when a prospect makes a relevant search. Like these roofers, many of our customers face an exceedingly competitive market. In order to grow their client base, we had to help SDS stand out among the many other roofing companies in Arizona.
This is the point where our services shine. We take a look at which sites rank highly on Google and other search engines and analyze what makes them successful, then apply those same concepts to our customer’s site. Invite Them Home has professional tools to research target audience behavior and competitor strategies.
One of these is Serpstat, which analyzes the competition’s websites by breaking down what keywords and phrases they use to be recognized by search engines. Spyfu is another great tool for competitor analysis. It tells us the success rate of specific keywords and suggests similar words and phrases that may have a higher click volume. With SDS, we came up with keywords specific to roofing contractors, such as “commercial flat roofs”, “storm damage roof repair”, and “roof insurance claim.” When writing their web content, we kept these terms in mind so future customers would easily find their site.
We collaborate with each of our clients to determine what types of web pages would be most effective for content marketing. Because our customers, like Josh from SDS are so knowledgeable about their industry, it can be hard for them to put their ideas in layperson’s terms. The copywriters at Invite Them Home can take our clients’ expertise and put it into words accessible by the average potential customer. After the interview and extensive industry research, our copywriters produce articles, blog posts, landing pages, and any other type of content that creates a complete, user-friendly experience. In this case, we made sure that the SDS website had pages that fully explained the roofing repair and replacement process from start to finish and communicated the team’s experience and qualifications that set them apart from the competition. It is crucial to keep the site alive by periodically updating and adding new content. The finished writing is always sent to Josh for his approval and feedback before posting.
Like you and your team, the leaders at SDS are busy managing their business and taking care of their customers. They don’t have the time or ability to dedicate to digital marketing and their SEO strategy, yet their company could not thrive without it. We take the burden off of our customers by doing the research and copywriting so they can focus on keeping operations running. All we need from our clients is an understanding of their business and goals, and we take care of the rest. Contact us and let us launch your business to the next level with a dynamic web presence like Storm Damage Specialists.
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