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Matthew Hanna, a cabinet maker and Oscar Williams, a carpenter founded Adroit Builders in 2011 . With the combined experience and knowledge of over 35 years, they offer unique design and solid construction to new home & renovation customers.
Their business dream is to create amazing homes for people in the greater Auckland region, “...for homeowners who place great value on ‘old-school’ craftsmanship and clever design.” They also hope to grow their business, and provide their services to more clients in the Auckland region.
Being practical people, the owners realised that they needed to ensure a constant level of business. It isn't ideal to have ten projects one month and none the next. To avoid lowering staff levels or running over capacity; the website needed to generate great results fast, and it had to be able to turn those results on and off almost instantly.
THE CHALLENGE
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THE STRATEGY
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#1 BRING MORE PEOPLE TO THE WEBSITEBy researching the industry trends, analysing competitors and understanding the market, Zeald determined that the best option to drive fast traffic to the website was through Google AdWords. A highly targeted campaign allowed us to "crank the dial" if Adroit were going through a quiet period or turn it off completely should there be too much work coming through. By itself, this type of approach can be quite risky. Spending all the marketing budget on Google AdWords can backfire if the website itself does not convert the visitors at a high enough rate to make up for the cost of reaching those visitors. Therefore, the website needs to be performing well to keep the strategy profitable. 
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#2 COMMUNICATE A PERSUASIVE POINT OF DIFFERENCEOscar & Matt have an awesome business, they do extremely high-quality work and are switched-on when it comes to managing their projects. Creating a point of difference in the building industry is challenging. Competitors all have similar points of difference; they either compete on price or talk about "quality" without having enough detail to be persuasive. Zeald stepped back and took the time to learn why someone should choose Adroit builders and found the benefits revolved around their experience and care when working on a project. To communicate this, Zeald created a page on Adroit's website listing the benefits of choosing Adroit Builders and directed Adwords traffic there. 
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THE RESULTS
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50% MORE WEBSITE VISITORS IN THE FIRST MONTH|
* The samples used in this case study are for illustration only. We do not accept any liability for the information provided on this page or for the consequences of any actions taken on the basis of the information provided. Each case study sample is unique and the website in the case study sample may have been customised or may have been optimised by the purchase of product options. |
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