The Approach & Solution —
The team began by prioritizing and representing the service verticals in a more robust, SEO friendly fashion. Generating dedicated landing pages that communicate the value of what we do and connecting them to the users search query was paramount to improving the health, authority, User Experience, crawlability and overall efficacy of the website.
Through this exercise, the website infrastructure and overall design needed to be revisited to account for our newly defined sales funnels and robust content strategy. A website redesign afforded the SNL Painting team the opportunity to refine their current resources and sales collateral, refocusing the team on unified goals and new aspirations.
If the paid space is going to be crowded and expensive to dabble in, what opportunities lay before us with the estimates and projects we already have in our CRM? Our team strategized a multi-month long-term nurture sequence, via email. With access to the database, our team curated a drip campaign following up on previously estimated projects, prioritizing interior projects in an effort to book our calendars during Winter. Segmenting by these variables:
Project Type
Date of Estimation
Location (zip codes - prioritized by affluence of municipality)
Project Bid Amount
First name, last name
By leveraging automation technology, dynamic content capabilities and SNL Paintings CRM, our team was able to develop an intelligent, automated system that aided in recovering lost projects and opportunities. Since running this exercise, the team has come to rely on it as a necessary part of their seasonality, year in and out. We continue to refine our segmentations and content, aiding in a scalable and efficient solution to an ongoing and cyclical problem.