TOWN & COUNTRY, NEW YORK
Prestigious landscape design, build, and maintenance firm boosts revenue and streamlines hiring with strategic SEO, dynamic Google Ads, and CrewRecruiter.
STANDING OUT IN A DENSE MARKET
The System Overview
Before working with us, Town & Country found themselves facing a myriad of challenges. Despite being a prestigious landscape design, build, and maintenance firm with a portfolio filled with awe-inspiring projects, they were navigating hurdles ranging from enhancing their online prominence in a dense market to refining their recruitment procedures for maintenance staff. Their ambition was crystal clear: amplify their brand presence, fine-tune internal operations, and bolster customer interactions.
Rising to this challenge, HALSTEAD introduced a variety of industry-specific solutions. Through a combination of advanced search engine optimization (SEO) strategies and targeted email campaigns, not only did they transform Town & Country's digital identity and streamline processes, but these collective efforts directly contributed to Town & Country's notable total annual revenue jump from $2 million to $3 million.
Website
Town & Country's original website fell short in portraying their esteemed legacy in landscape design, build, and maintenance. HALSTEAD intervened, introducing high-resolution project imagery and an intuitive layout to better represent the firm's craftsmanship. Clear service categorizations allowed clients to navigate effortlessly, while integrated customer testimonials amplified the brand's credibility. Ensuring accessibility, the responsive design adapts flawlessly across devices, offering users a seamless digital introduction to Town & Country's world of elegance and excellence.
SEO
HALSTEAD implemented a comprehensive SEO strategy for Town & Country, rooted in intensive keyword research targeting high-volume terms and specific geographical regions. Our comprehensive approach combined monthly monitoring, optimizing keyword-driven blog articles and local landing pages, effectively skyrocketing their online visibility.
With consistent Google My Business optimizations, citations, and relentless on-page SEO efforts, Town & Country now boasts 158 of their 202 keywords on Google's first page, with an impressive 47% clinching top three spots. This holistic approach, including unlimited website updates, has transformed their digital footprint, reinforcing Town & Country's industry dominance.
Google Ads
While Town & Country recognized the potential of Google Ads, they grappled with reaching their high-end customer base. Leveraging our specialized single keyword ad group (SKAG) approach, we crafted tailored ad campaigns—encompassing hundreds of specific keywords, each attached to a dedicated ad group, depending on the ad spend.
Our ads not only distinguished them in search results but ensured prospects were retargeted on platforms like Facebook and Instagram, amplifying the buyer's journey. By aligning these ads with conversion-focused landing pages and enriched ad extensions, we maximized click potential. The outcome? An impressive click-through rate (CTR) of over 5%. This adaptive strategy, coupled with the flexibility to evolve based on seasonal demands, empowered them to consistently attract premium, qualified leads, seamlessly meeting their sales objectives throughout the year.
Facebook Ads
Diving deep into the powerful realm of Facebook and Instagram ads, HALSTEAD tailored a rich strategy, targeting a blend of audiences that not only focused on basic demographics like income, family size, and geography, but went a step further, harnessing search intent, buyer history, and distinct interests.
By deploying diverse ad formats, we endeavored to maximize clicks, optimize cost-per-result, and, crucially, boost conversions. But our strategy was twofold. We also retargeted—first, by uploading Town & Country's email list, aligning Facebook and Instagram profiles to these emails, and crafting customized ads. Then, using innovative tracking code, we retargeted individuals who had interacted with the brand online, nudging them along the sales journey, and making conversions feel effortless. All ad copy, subjected to rigorous A/B testing with various styles, was our responsibility.
For Town & Country, we prioritized laser-focused service campaigns. Our retargeting ads were pivotal, homing in on those deeper in the sales funnel. By zeroing in on users from specific locales who had engaged with Town & Country's digital touchpoints in the preceding 60 days, we effectively cultivated and converted their warm leads, fostering growth and revenue for the company.
Lead Tracking & Analytics Dashboard
In the complex world of multi-campaign marketing, HALSTEAD emphasizes the pivotal role of lead tracking. We instituted an advanced analytics account, serving as the central hub for all inbound lead data. This approach achieved a significant level of attribution, highlighting pivotal return-on-investment (ROI) trends.
This was fortified by our integrated call and form tracking, pinpointing the initial source of every inbound lead. Town & Country can access a user-friendly dashboard in real-time, unifying ads, leads, and reviews. Plus, our HALSTEAD Project Managers (PMs) delivered monthly video analyses, offering deep dives into the granular data and insights harvested.
Email Campaigns
Recognizing that consistent engagement with past customers is vital for repeat business, we integrated Town & Country into our specialized CRM software, managed their existing email list, and facilitated seamless sign-ups for new prospects. Every month, we send an email spotlighting their latest blog article, directing readers to their site for enhanced retargeting opportunities.
Not only were these email campaigns tailored and cohesive with their overall marketing plan, but they were also custom-branded, amplifying Town & Country's brand awareness and fortifying customer loyalty.
CrewRecruiter
Town & Country faced challenges in hiring and retaining a maintenance team. Enter HALSTEAD with our specialized solution: CrewRecruiter, an industry-tailored applicant tracking system (ATS). We transformed their recruitment by optimizing job postings for SEO and broadcasting them across multiple job platforms, expanding their reach with ease.
This revamped, consistent approach, coupled with automation, let Town & Country shift its focus. Instead of getting bogged down in early-stage recruitment, they could concentrate on the crucial tasks of reviewing and interviewing potential candidates.
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“With HALSTEAD we have a constant conversation: How’s it going? Do we want to change anything? Are we marketing to the right people? For me, it’s like they’re the marketing arm of my business.”
— Mike Kowalski, Great Outdoors
“…with HALSTEAD, our business has literally doubled. That would not have been the case without the things that we have—the website, the brochure, and the video.”
— Brian Thomas Shernce, BTS Landscaping
“The way they put together their details in the marketing program and the thoroughness of it has just really created absolutely non-stop leads for us…”
— Ron Duhamel, Firesky Outdoors