The case study is based on genuine client data pulled from popular lead tracking and marketing analytics software such as Google Analytics, PageSpeed Insights, GTmetrix, CallRail, and Imaam (our CRM).
About Minuteman Floors
Owned by Stephen Yennaco, Minuteman Floors is a Manchester-based small business that specializes in providing quality flooring solutions for a wide range of residential and commercial properties. The company deals in flooring materials as well as offers flooring installation by experts.
Mr. Yennaco set up his business to serve clients all across the Manchester area in New Hampshire. In the beginning, his business did not have an online presence. But, soon he felt the need to expand his customer base via online means. So, the first thing he did was to launch a website. After Yennaco’s business went online, he hoped to attract more customers. He believed that just having a website was enough to reach out to customers without actually adopting online strategies such as organic SEO and Google Ads. But sadly, you don’t draw in more customers simply because you have an online presence. What you need to do is develop an online marketing strategy while using the website as a platform to launch it.
The Problem
Though Mr. Yennaco had a website to represent his business online, the website was merely any help in terms of generating leads.
The MinutemanFloors.com website lacked key features. Apart from a poor design, it was not built with SEO in mind. The website failed to attract enough clicks due to its little to no visibility in Google searches. Mr. Yennaco thought that he would just “build a website and customers will come.” However, the fact is that organic SEO or online marketing as a whole doesn’t work like that. Your website needs to meet several criteria such as SEO-focused design, lightning-fast download speed, relevant information, relay of the information in an accurate manner, use of images, placement of relevant keywords in the right places, etc.
As a result of the issues, Mr. Yennaco’s website performed very poorly online, particularly in organic searches. The MinutemanFloors.com website did not come anywhere close to the key online competitions. The big problem was that even Mr. Yennaco was not aware of the problem areas on his website. And his website was in dire need of a complete overhaul.
Mr. Yennaco Found Millionairium
In the spring of 2016, Mr. Yennaco came across our company while searching for an SEO company on Google.
Right after our initial consultation, Mr. Yennaco understood that our company was a perfect fit for what his business needed for online growth. He showed keen interest in our unique pay-per-lead Google SEO program and wanted to know more about how the program works.
At Millionairium, we charge our clients only for legitimate leads. As per our strict company policy, we do not charge for leads generated through referral sources, direct, current customers, wrong numbers, telemarketing, abandoned calls, unprovided services, … Our phone and form tracking system will count only those leads that come from organic search, via a phone call or through the contact form. Above all, we charge our customers after the delivery of leads.
Organic SEO Strategy and Implementation
At Millionairium, we have a strong team of SEO strategists and webmasters who know the architecture of a website like the back of their hand. After Mr. Yennaco signed our contract, and we began work on his website.
When it comes to optimizing a website for organic search, it can be difficult to know where to start. We use an SEO methodology that makes it easy to detect SEO mistakes and technical SEO errors on a website. Our smart SEO guys are well-versed with the use of advanced software and SEO tools to gather valuable insights and build strategies in light of the collected data.
We found Mr. Yennaco’s website had these issues:
- Low-quality and too little text
- No whitespace
- No clear user journeys
- Not mobile-friendly
- High download time
- High bounce rate
- Low monthly website visitors
- Poor ranking for important keywords
Based on the insights we gathered, we set upon fixing the basic architecture and the technical issues on the website. After taking care of the SEO basics, we developed a sound organic SEO strategy to increase the visibility of Mr. Yennaco’s website in Google searches to boost lead generation. After the execution of our cutting-edge SEO plan, the website began to perform better.
Results
Minutemanfloors.com ranks on the first page of Google for several important keywords. For some of the keywords, we not only managed to get the site on the first page, but we also got it first local place (GMB).
Our team was able to help Stephen secure multiple first-page listings for his keywords including important ones such as “carpet installation” and “flooring installation”.
As a result of our strategic SEO planning and execution, Stephen’s site (minutemanfloors.com) received 2,897 unique visitors from organic search in May 2021 – up by 325.40% from the same time frame the previous year.
Results continued to get better. In 2023, same time-frame, his site had received 7,294 users from Organic search traffic.
Organic site traffic converts a lot better than any online traffic which comes through social, direct, or paid search. According to a study, organic searches are 8.5x more likely to attract clicks than paid Google searches.
Stephen was spending a lot of money on Google Ads to generate leads. He looked for ways to increase the number of leads for his business while cutting costs. Our team helped him get a dramatic increase in the number of organic leads. This, as a result, has led Stephen to stop spending money on Google Ads and save on costs.
The number of total organic leads and legitimate leads to Stephen’s site has increased more than eleven times in two years. Total leads are the number of calls and forms that the website gets through organic platforms such as Google and other search engines. Legitimate leads are the leads that are approved and agreed upon by both the company and the client.
Also, the site witnessed 699 Goal Completions through organic search during June-May 2021. Their Goal Conversion Rate shot up by 898.90% from the same time frame the previous year. Goal Completion is specified in Google Analytics. Every call or form that is obtained through organic traffic is considered a goal. Goal Conversion Rate is the number of goal completions divided by the total number of visitors.
One reason the conversion rate has improved is that we worked on speeding up his WordPress site, reducing the load time to mere 1.1 seconds (according to GTmetrix).
The site now gets a score of 98 on Google PageSpeed Insights and loads within 1.3 seconds on desktop devices.
Do you want to see similar or better results for your own business? If you do, simply fill out the “Get Started” form or “Request a Callback” form on our website to schedule your free consultation with one of our SEO strategists.
We will analyze your site and the niche market or industry you operate in and then let you know if your site qualifies for our pay-per-lead Google SEO program.
Reach out to us right away.
