A STRATEGIC WEBSITE REDESIGN AND SEO SUCCESS STORY
Empowering Growth for PureModern’s B2B Strategy
PureModern, a Spokane-based manufacturer of commercial-grade custom planters, approached Halstead during a critical phase of business transformation. Having evolved from a drop-shipping operation into a B2B-focused enterprise, the company sought to address challenges in conversion rates, performance tracking, and aligning their marketing efforts with their ambitious growth trajectory.
Already employing SEO and paid advertising, they required a more cohesive and accountable approach. Transitioning from managing freelancers to engaging a full-service agency represented a major investment and strategic shift. Halstead designed and executed a comprehensive digital strategy and website transformation, positioning PureModern as a prominent industry leader and delivering measurable outcomes.
Website Design & Build
Building a Stronger Connection With PureModern’s Audience Through a Phased Messaging Transformation
PureModern’s previous website struggled to reflect the consultative nature of their business, which focuses on supporting landscape architects and contractors with design specifications, material selections, and expert guidance—not just serving as a traditional e-commerce platform. Halstead implemented a phased approach, integrating SEO-optimized copy and refining messaging using the StoryBrand framework to resonate with their audience’s specific needs and challenges.
The updated website repositions PureModern as a trusted partner, emphasizing their expertise in commercial-grade planters and their role as problem solvers. By showcasing tailored solutions, expert insights, and step-by-step guidance, the website now delivers a seamless experience that empowers professionals through every stage of the design and procurement process.
Organized Product Structure
Clarity in Choice, Simplicity in Navigation
With an extensive product line—ranging from fiberglass and aluminum planters to custom modular options—PureModern’s previous website fell short of showcasing their mission: empowering landscape architects and contractors with expert guidance, custom solutions, and streamlined access to essential resources. Halstead’s solution was to restructure the product organization into intuitive categories tailored to the specific needs of their B2B clients and remove the shopping cart functionality to reinforce their consultative, non-e-commerce approach.
Key product offerings were grouped into meaningful categories such as "Modern Elite Aluminum," "Weathering Steel," and "Modular Planters," each with its own landing page showcasing the product’s features, customization options, and specifications. This approach not only simplifies navigation for landscape architects and contractors but also provides them with a streamlined path to essential resources such as CAD details, specifications, and product pricing—positioning PureModern as a trusted partner in the design and procurement process.
WEBSITE REDESIGN
Before & After: Homepage Transformation
Before:
PureModern’s previous website suffered from a lack of clarity and organization, presenting an overwhelming array of product options without intuitive categorization. Messaging was inconsistent, failing to highlight their expertise and support-focused approach, while the layout did little to address the specific needs of their B2B audience, such as easy access to resources and streamlined navigation.
After:
Emphasizing PureModern’s relationship-driven approach, the new website’s updated messaging positions the company as a reliable partner for landscape architects and contractors. Key product categories are intuitively organized, and the design underscores the premium quality of their offerings, reinforcing their position in the high-end market.
Styling and Design
A Professional Look for a High-End Market
PureModern’s website was transformed with a modern, sleek design that effectively conveys the premium quality of their products while remaining approachable to contractors and designers. The new design features a clean, minimalist aesthetic with bold typography, high-resolution images of their inventory, and subtle textures that mirror the elegance of their planters.
The updated site focuses on user-friendly functionality., ensuring a seamless experience across all devices, while maintaining a professional and polished tone. Additionally, the design incorporates elements that highlight PureModern’s strong industry relationships, including visual cues inspired by architectural styles and building materials that resonate with their core audience of design/build professionals.
ADVANCED Search Engine Optimization
Maintaining Rankings During the Transition
PureModern’s previous site had SEO performance problems, mainly due to their historical focus on a drop-shipping model and their shift toward a B2B business. Halstead worked diligently to ensure that SEO rankings were maintained during the transition to the new site. A key part of the strategy was implementing a robust SEO framework, including a siloed content structure, strategic internal linking, and location-specific pages.
PureModern had established strong national keyword rankings with their previous e-commerce website, but their transition to a B2B-focused model required a significant shift in SEO strategy. This was a challenging task as the existing SEO value needed to be preserved while aligning the site with their new business goals. Here's how we tackled the challenge and achieved measurable success:
Preserving National SEO Rankings
Maintaining strong national rankings was a priority during the site transition. The previous site’s e-commerce focus naturally attracted search traffic for transactional keywords, but these didn’t align with PureModern’s B2B objectives.
To address this, we:
Carefully migrated high-value SEO content to the new site
Created additional B2B-specific content to align with their new strategy while preserving existing ranking power
Enhanced internal linking and restructured pages to establish a clear content hierarchy, ensuring SEO equity was effectively distributed
By meticulously planning the content migration, we retained the previous site’s strong performance on national-level keywords, maintaining competitive rankings even after the transition.
Building Local SEO Authority
To address this, we implemented a tailored strategy:
Location-Specific Pages:
We developed 16 location pages targeting PureModern’s most important markets, pairing them with 24 high-value keywords for each areaTargeted Keyword Pairing:
Instead of generic blogs, we created highly specific pages that paired location keywords with service-related terms. This allowed us to capture niche, high-intent traffic.Unique Copywriting:
Each page featured unique, research-backed copy to maximize relevance and engagement.
Given PureModern’s new B2B model, targeting key geographic markets became critical. Initial analysis revealed significant gaps in their local SEO:
Only 39% of local keywords were ranking, with just 35 keywords in the top 3 positions
No location-specific content tailored to important metro areas like California was present, reducing visibility for high-intent local searches
Results After Going Live
Our strategy delivered exceptional results within just a few months:
Local Keyword Rankings: Improved from 39% to over 90%
Top 3 Positions: Grew from 35 keywords to 215 keywords in the top 3 results
Enhanced Visibility: Significantly increased rankings across targeted metro areas, establishing PureModern as a go-to resource for landscape architects and contractors
GOOGLE ADS
Driving Targeted Traffic and Lead Generation
To support PureModern’s efforts to grow their business through targeted digital marketing, Halstead also optimized their Google Ads campaigns. By leveraging insights from PureModern’s existing customer base and industry relationships, Halstead crafted a strategic approach to Google Ads, focusing on high-value keywords and tailored ad copy targeted to the needs of landscape contractors and developers.
Halstead collaborated with PureModern’s team to refine the targeting strategy, ensuring ads reached the right audience—landscape architects, contractors, and developers in high-end commercial sectors. Through continuous optimization, Halstead drove more qualified traffic to the site and increased conversions for short- and mid-term project deals.
Results and ROI
Since April, PureModern has invested approximately $37,300 in Google Ads, resulting in 225 leads at a cost per lead (CPL) of $165. November marked the most successful month, with the highest number of conversions and a CPL of $136. These campaigns have not only maintained competitive performance but also positioned PureModern as a leader in their industry, consistently outranking competitors.
Campaign Wins
8.86% CTR
$3.23 CPC
CRAFTING CONNECTION
Building Authority and Engagement Through Social Media Strategy
PureModern’s social media strategy prioritizes value-driven content that educates and engages its audience while reinforcing brand authority. By maintaining an 80/20 balance—80% focused on industry insights, case studies, and best practices, and 20% on product highlights—the content appeals to both landscape contractors and architects. Posts emphasize key considerations such as installation ease, material durability, and aesthetic impact, while case studies showcase real-world applications, like Ovation Hollywood and Halifax Regional Municipality. Technical insights further educate the audience on the advantages of powder-coated aluminum, COR-TEN Weathering Steel, and thicker material gauges for longevity.
This approach consistently drives engagement, strengthens PureModern’s position as an industry leader, and generates high-quality leads.
Social Media Results
Enhanced Brand Authority:
Educational content establishes PureModern as a trusted partner for B2B clients.
Increased Engagement:
Visually compelling posts drive interactions and visibility.
Lead Generation:
Targeted content and ads attract qualified prospects aligned with PureModern’s offerings.
Key Outcomes of the Halstead and PureModern Partnership
Enhanced B2B Website Experience
Streamlined Product Navigation for Landscape Contractors
Strengthened Online Presence With Targeted SEO Strategy
Increased Lead Conversion through Strategic Website Design and Messaging
CASE STUDIES
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