Digital Marketing Case Study

We recently did a case study around a client of ours, Weiler’s Kitchen & Bath Design Center. After launching a new website and marketing campaign for the remodeling company at the beginning of the year, we wanted to see what early results looked like for Weiler’s.In this case study, you'll see initial results for SEO, local listings, the Review Builder and a location page, all showing how Weiler's is already seeing solid improvement in their digital marketing efforts.

Here’s what we found:

Weiler’s Kitchen & Bath Design Center is a comprehensive kitchen and bath design and remodeling company located in Feasterville, Pennsylvania. The team has been in the home remodeling business for over 30 years and has experience in designing and installing, as well as guiding homeowners through DIY projects. Weiler’s is a member of the National Kitchen & Bath Association (NKBA) and remains dedicated to improving the lives of homeowners in Southeast Pennsylvania through their kitchen and bath remodeling services.

Over a 10-year period, Weiler’s Kitchen & Bath worked with the same digital marketing provider. In that time, the provider convinced Owner Peter Ciarlante to redo the website three times. Additionally, the provider pushed Ciarlante to do a TV campaign right before telling him yet again that his website needed to be redone if he was driving people there from TV ads. Ciarlante was told this next website upgrade would cost $11,000, despite the fact that this company had already redone the website three times in a decade.

Ciarlante was frustrated with his past digital marketing provider for a number of reasons, which ultimately drove him to look for a new company to work with. The issues Ciarlante was dealing with included:

Constant Pressure: Ciarlante was constantly being pressured to spend more money on website upgrades and new campaigns. The provider was charging thousands of dollars for a website “upgrade” every few years.

Slow Communication: It would take 24-72 hours to get a response from provider, and they often didn’t give an answer to the question when they finally called back. On top of that, it routinely took anywhere from three days to two weeks for Weiler’s to get an answer to their original question.

No Reporting: Ciarlante had no way to track weather or not he was getting a return from their digital marketing efforts. With no monthly follow-up call, he didn’t know if the website was getting more traffic and he was forced to look for this information on his own.

Lack of Connection: The digital marketing provider did not connect with any of the other team members at Weiler’s, and the staff was tired of not being treated with respect.

Only Focused on Money: Although the provider rarely reached out to Ciarlante with a report, the provider would call immediately for any payment issues.

Peter Ciarlante found Locallogy through the BKBG conference, where Locallogy gave a presentation on digital marketing for kitchen and bath companies. He chose to work with Locallogy because of their experience working with other kitchen and bath companies, and their knowledge of the industry.

Since Locallogy has many clients in the home improvement industry, they have collected data on a variety of services, and can easily determine what the best course of action is for remodeling companies. Bryan Sirak, the Locallogy Sales Manager has been working with home improvement contractors for over 30 years, giving Ciarlante confidence that the team at Locallogy would deliver results for Weiler’s

Moving forward with the digital marketing campaign, these are Locallogy decided to focus on:

• Update website to a responsive platform to improve mobile user experience
  
• Upgrade site design to have a fresh, modern look
  
• Create a layout that is easy to navigate
  
• Increase local search result rankings on Google
  
• Turn more visitors into leads by increasing conversion rate
  
• Add a photo gallery to display portfolio of work on website
  
• Incorporate Showroom Showcase feature onto the site to attract more prospects to Weiler’s showroom.
  

After hearing Weiler’s’ goals and reviewing their old website, Locallogy determined the best course of action to upgrade the website and grow their online presence. The services they both agreed to incorporate into Weiler’s’ strategy included:

• New Website
  
• SEO
  
• Local Listing
  
• Review Builder
  
• Location Page
  
• Showroom Showcase
  

In October 2017, Locallogy started the web design process with a conference call meeting with the Weiler’s team, where they reviewed the old website and content. Together, the two companies discussed ideas, asked questions and formulated a plan. From there, the Locallogy team got to work writing SEO (search engine optimized) content, designing and developing the website.

After a few weeks, the new website was sent to Weiler’s for the editing process. Ciarlante and his team requested a few minor changes, and after a few more weeks of communication, the website was finalized and launched in December. All in all, it took less than 9 weeks for the new Weiler’s website to be up and running.

“The overall process of getting the new website up and running was extremely easy. After signing our agreement, the Locallogy team got to work immediately with a design that incorporated all our requests. They wrote our SEO content and created a brand new website much quicker than we expected, which meant we could start seeing results even quicker.”

SEO Service

With the SEO service, Locallogy created individual pages for each of the services offered by Weiler’s. The content was optimized to target specific keywords that correlate with both the services offered and the locations Weiler’s wanted to show up for.

The keywords Locallogy deemed the best to target included the following:

• Kitchen Remodeling
  
• Kitchen Design
  
• Kitchen Cabinets
  
• Kitchen Countertops
  
• Bathroom Remodeling
  
• Bathroom Design
  

These keywords were optimized to show up in the Philadelphia and Feasterville, PA, areas, as well as Bucks and Montgomery Counties.

After just 2 months of utilizing the Basic SEO service on their website, Weiler’s is now ranking on the first page of Google for 8 phrases involving the 6 keywords. In the following search result, Weiler's takes the top spot in the local pack, as well as the top 4 organic spots.

Weiler’s’ organic rankings showed a drastic improvement in just over two months. In January 2018, just 1 of the 16 keywords were visible on the first page of Google, which grew to about 7 keywords on the first page in March 2018. That’s a 650% increase in organic rankings for 16 keywords between January 10 and March 21.

Local Listing

The purpose of Locallogy managing Weiler’s’ local listing on Google is to increase leads from the listing. In January 2018, Weiler’s received 12 phone calls from their local listing. In February, they received 22 phone calls from their local listing, and in March, they received 14 calls. Although there is some fluctuation in phone call leads, there is still an overall indication of growth coming from the local listing.

Additionally, the number of visits to Weiler’s’ website from the local listing increased every month, growing from 70 visits in January 2018 to 74 visits in February and 81 visits in March. This gradual growth in website visits shows that more people are clicking on the local listing and coming to the website.

This increase in local listing leads is linked to the increase in Weiler’s’ search engine results. The higher the listing appears in local search results, the more phone calls Weiler’s receives. Before their local listing was managed by Locallogy, Weiler’s was not showing up in any search results for either of the following keywords:

• Kitchen Design Feasterville-Trevose, PA
  
• Bathroom Design Feasterville-Trevose, PA
  

In March 2018, just two months into their digital marketing campaign, Weiler’s was consistently ranking in the top spot in local listings for both keywords. This is a 100% increase from where Weiler’s started with no digital marketing efforts.

Review Builder

Before adding the Review Builder service as part of their digital marketing campaign with Locallogy, Weiler’s had 27 online reviews. Since 2012, the company averaged 4.5 new reviews per year.

After adding the Review Builder service, Weiler’s quickly saw a steady growth in reviews. In just three months, the company gained 6 new reviews. This is already a 75% increase in reviews per year in just the first three months of using the Review Builder service.

Weiler’s now has a total of 33 reviews on 6 different platforms, earning them an overall rating of 4.7 stars.

Another feature of the Review Builder service is the star rating that appears in Weiler's' search result listing. This makes Weiler's stand out among the other listings, drawing attention to their high rating.

Location Page

Since Weiler’s’ content targeted Bucks and Montgomery Counties, Locallogy created a location-based landing page targeting the Philadelphia area. Previously, Weiler’s was not targeting Philadelphia as a location it serviced, and therefore, was not ranking anywhere on Google for kitchen and bath design in this area. After adding the location page, the company is now ranking on the first page of search results for the terms “kitchen design services Philadelphia PA.”

After seeing the final product, Ciarlante was extremely satisfied with the new website and early results from their digital marketing campaign. In just a few months, Weiler’s Kitchen & Bath has already shown great improvement in organic search results, number of leads, localized searches and reviews. Moving forward in the campaign, Locallogy hopes to continue gaining more monthly reviews, boost rankings for all keywords and increase lead volume.

Ciarlante said Locallogy has far exceeded the efforts of the previous digital marketing provider.

“The follow-up and communication after our website launched has been great. Bryan has been extremely helpful in answering my questions in a way that is easy to understand. Every time I call with a question, I get a response the same day with an answer.”

Ciarlante said that working with Locallogy has been great and the results are fantastic. Both Locallogy and Weiler’s look forward to maintaining a long-term working relationship.


If you are interested in learning more about how the team at Locallogy can help you succeed with local digital marketing services, please call us at (877) 475-7583, or contact us .