EP JANSEN NURSERY, NEW YORK
45+ year stone yard & nursery dominates the search engines with SEO and uses video to connect online through social media.
REAL SEO, REAL BUSINESS RESULTS
The System Overview
EP Jansen Nursery, a leading garden center and stone supplier servicing the Hudson Valley region of NY and stretching into Bergen County, NJ, has been a local legend for over 45 years. Relying on print advertising and local TV ads for the majority of their time in business, in 2016 they engaged HALSTEAD to begin the transition to the digital world. They realized what many in the industry still have not—both their B2B and B2C customer segments were researching and planning their outdoor living design/build projects almost exclusively online. Since then, they have taken over local search to grow both their service area and their bottom line.
Website Redesign and CMS Migration
Non-responsive and sporting an out-of-date design, Jansen’s old website needed a refresh. It was built by a newspaper company turned digital marketer, and lacked the foundation needed for growth in today’s lightening fast world. Knowing mobile traffic was about to pass desktop, and knowing that contractors are always on the go, our team designed a new, mobile-first site using an integrated Content Management System designed for growth, easy updates, and fully realized functionality.
Social-first Video Content
Coming from the world of print and TV advertising, EP Jansen was no stranger to shooting video commercials. But video for TV and video for social media couldn’t be more different. In 2019, they engaged HALSTEAD to produce video for the digital-first world. Our video team visited the site and got to work shooting dynamic drone footage and interviewing key staff. We produced multiple 60-sec video cuts, produced specifically for their B2B and B2C audiences, respectively.
Dominating Search With Local SEO
SEO, when done correctly, often brings a pure transformational experience to businesses in the design/build industry. Jansen’s was no exception. With no real SEO work done prior, we were starting from nearly scratch, with the exception of a well-aged domain. We quickly got to work doing deep keyword research and aligning the data across the buyer’s journey and Jansen’s two distinct B2B and B2C customer bases. With weekly written content, on-page and off-page SEO, back-linking, and Google Map strategies, we brought Jansen’s to the top of the rankings for nearly every important keyword, locally, and as far away as 60 miles away from their physical location.
Navigating Manufacturer Co-op Dollars
Product dealers and distributors most always have co-op advertising dollars available to them from the brands they sell. The problem is that most of these funds are still allocated as if the internet has not changed everything. So dealers everywhere are either using co-op funds to run ineffective print ads, or simply not utilizing the funds at all since they aren’t for digital marketing. That’s where HALSTEAD comes in. Using our deep understanding of the “legs” in the design/build world, we helped Jansens navigate co-op programs, re-allocated funds to digital marketing techniques like SEO and video, and delivered campaigns that allowed them to truly partner with their manufacturers online.
TESTIMONIALS
More Words From the Client
“We were seeing results right away. People were calling us because they saw us in the search engines and our Facebook page. Everything they’ve done to date has certainly helped our business grow.”
— Scott Jansen, Owner, EP Jansen Nursery
DOUBLING WEBSITE TRAFFIC
Rising to the Top of Search Results
Our work with EP Jansen began with—and has continued to include—ongoing search engine optimization (SEO). Looking at the data directly from Moz software, our team drove more than 100 core keywords to the first page of Google. Website traffic in Jansen’s critical busy season more than doubled. Working on a radius out from their location, in 2018 Jansen’s challenged HALSTEAD to get them to rank in Bergen County, NJ—more than 60 miles away from their location. Yes, in less than 8 months, we did that too. Tracking relevant keywords with sufficient search volume such as “masonry supply” and “wholesale nursery, all of the important keywords ranked on the first two pages by the end of year two, with 93 of these 105 keywords ranked on the first page.
*SHOWN HERE: ACTUAL SEO RANKINGS/TRAFFIC REPORT OVER TWO YEARS.
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STOP THE MADNESS
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