Boosting Visibility and Driving Growth: A Case Study of a Leading Building Materials Distributor

A leading building materials distributor, serving commercial and residential contractors across 15 locations in the Midwest and Southeast, was facing significant challenges in their digital presence. Specializing in interior building supplies, materials, tools, and safety equipment, they cater to diverse sectors such as corporate, education, government, hospitality, medical, multifamily, and residential. Despite their extensive reach and specialized offerings, their website was experiencing low traffic and securing virtually no leads. To achieve their sales goals and meaningfully grow their business, they needed a robust digital marketing strategy and tactical implementation to increase brand awareness, drive relevant website traffic, and secure qualified online leads to convert into new customers.

The Challenge

The distributor’s website was underperforming, with low traffic volume and virtually no lead generation. To tackle this, they required a comprehensive digital marketing strategy to enhance their online presence and attract potential customers. The primary goals were to:

• Increase brand awareness
• Drive relevant website traffic
• Secure qualified online leads

The Solution

Our team developed a comprehensive strategic inbound marketing plan, focusing on website updates to enhance user experience and digital advertising to meet lead generation goals. The key components of our approach included:

• Utilized various keyword research tools to identify a broad spectrum of building product terms.
• Conducted in-depth keyword research to create "pillar" pages for key product offerings, attracting more search engine traffic for targeted keywords.

• Enhanced each market’s location pages with relevant, SEO-friendly terminology, focusing on local products to improve local search visibility.

• Developed a targeted blogging program centered on the identified building product terms, boosting the distributor’s visibility in desired market spaces and engaging potential customers with valuable content.

The Results

Our strategic and tactical efforts yielded remarkable results:

• Over a dozen keywords moved up an average of 27 spots, landing on the first page of search results.
• Four keywords advanced from outside the top 100 to inside the top 10.

• Organic website traffic increased by an impressive 190% in the five months following the SEO updates.

This case study exemplifies how a well-executed digital marketing strategy can transform an underperforming website into a powerful lead-generation tool. By focusing on SEO optimization, local search enhancements, and targeted content creation, we successfully increased the distributor’s online visibility, driving significant growth in relevant traffic and qualified leads. This holistic approach not only helped achieve their sales goals but also positioned them as a leading provider in the building materials industry.

For businesses looking to enhance their digital presence and drive growth, this case study serves as a testament to the power of a strategic inbound marketing plan. If you need help or have questions about improving your website metrics and conversion rates, contact Bob Goricki at 440-772-0182 or email Bob.