Nine years of growing a seasonal Calgary business.
Our client builds outdoor living spaces in Calgary and southern Alberta. They've asked to stay unnamed, and we'll honour that. Their season is short. Their buyers start researching in January. We've run their web and marketing since 2017.
The situation
In 2017 the website was hard to navigate, converted about 2% of visitors, and got a quarter of its traffic from search. Analytics weren't fully set up, so we used the two months before the redesign as the baseline.
What we did
Rebuilt the site around the way older homeowners look for information. Targeted the searches people make in the off-season, when the best contractors are already booked by April. Ran advertising across channels and kept publishing through the winter when competitors went quiet.
The results
| Year 1 | Year 5 | |
|---|---|---|
| Website visitors | +14% | +245% |
| Share of traffic from search | +68% | +115% |
| Leads | +124% | +786% |
| Conversion rate | +97% | +153% |
What happened after
Home improvement traffic spiked industry-wide during 2020 to 2022 and fell back in 2023. This site kept growing.
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