Thrive Services Used
Web Design
& Development
Search Engine
Optimization (SEO)
Online Reputation
Management
Pay-Per-Click (PPC)
Advertising
Project Overview
Restoration 1, one of the biggest multiple-location property restoration firms in the U.S., partnered with Thrive Internet Marketing Agency to increase its monthly leads and phone calls across 180 locations and expand its commercial services for both corporate and franchise accounts.
Each target location had different restoration needs, and every franchisee had distinct goals they wanted to achieve. Hence, the client aimed to ensure these would be reflected on the local pages. Additionally, Thrive had to see to it that franchise accounts would be given the necessary attention while keeping the pricing affordable and offering the value required to fulfill their goals.
Thrive’s main goal was to eliminate duplicate tactics and create a personalized optimization strategy for each franchise’s local page. The client needed an improved online marketing plan that would cater to the needs and demands of each franchisee’s local market and deliver a high return on investment (ROI).
Since taking over the company’s digital marketing campaign, Thrive has facilitated the online growth of the client’s corporate and franchise accounts and increased phone calls month-over-month (MoM).
Thrive generated a total of 89,422 leads across 180 locations, including 1,345 calls and 2,064 conversions for its paid advertising campaign. Furthermore, Thrive helped generate a one-month record for the client with 12,884 leads.
From the Client
“What Thrive does is they bring a depth of knowledge to our account. They have a team that is very deep in each of the digital services. When you have some concerns or an issue you need to address, there are multiple people who can come to the table to address the concerns from their knowledge base versus another agency that would just give you one or two people. The level of knowledge of the account management team is superior. Their ability to bring innovative ideas to use, they think outside of the box and they are always planning ahead. They fit their talent perfectly with our account.”
“They have also done a very good job of working with a fixed budget. These franchise owners come in paying a fixed amount, but Thrive knows how to manage their time and get the most efficient results of that money. You guys got us 46,000 qualified calls and that was huge. Our previous agency would only get about 10,000 qualified calls in a year. You can’t have just one marketing plan for this account. You have to be able to be very flexible and have a very agile plan for these franchise owners, and Thrive has done that well.”
The Results
+452%
Conversions
+89,422
Leads
-41%
Bounce Rate
+21%
Organic Traffic
Thrive has been working with Restoration 1 to improve its digital presence and search rankings across all service locations.
SEO RESULTS
Within only one year into the partnership, our SEO efforts helped the client generate an average of 497 leads per location and increase its organic traffic by
approximately 57%.
Additionally, our organic marketing efforts have resulted in:
- Monthly Traffic: +28,992
- Page Views: +447,043
- Average Time on Page: 2 minutes and 5 seconds
- Clicks: +88,500
- Contact Form Submissions: +2,356
- Sessions: +437,911
| KEY PERFORMANCE INDICATOR | IMPROVEMENT |
|---|---|
| Organic Traffic Organic Form Submissions Engaged Sessions | +21% +18% +30% |
Here’s a list of locations that rank for more keywords than before the project began:
| LOCATION | KEYWORDS |
|---|---|
| Suffolk County Rhode Island Central Bucks County East Hartford Summit Windham Cape Code | 39 New Keywords 47 New Keywords 15 New Keywords 2 New Keywords 5 New Keywords 5 New Keywords 3 New Keywords |
| LOCATION | KEYWORDS |
|---|---|
| Fairfield Freehold Hartford County Springfield Hudson Valley Penn Mar | 11 New Keywords 9 New Keywords 4 New Keywords 4 New Keywords 3 New Keywords 2 New Keywords |
We’ve also seen notable organic traffic improvements year over year:
| LOCATION | IMPROVEMENT |
|---|---|
| Cape Cod Windham Springfield Middletown East Hartford Fairfield Bergen County Central Bucks County | 223% +24% +13% +235% +222% +123% +71% +193% |
| LOCATION | KEYWORDS |
|---|---|
| Summit Chester County Freehold South Brooklyn The South Shore Capital Region Hartford County | +75% +69% +6% +34% +37% +3% +31% |
The 15 locations listed above improved by an average of 91% overall. Meanwhile, all 25 locations increased organic traffic by an average of 58%.
Furthermore, the average page views increased by 23% from 72 to 89.
PAID ADVERTISING
Since taking over the client’s pay-per-click (PPC) advertising campaign for some of its 180 locations, we’ve also delivered significant lead and conversion growth:
- Total Calls: +1,345
- Total Conversions: +2,064
- Cost-per-Click (CPC): $27.06
- Average Conversion Rate: +13.48
The Execution
The initial phase of the campaign management was focused on SEO and website support. To fully understand the client’s digital marketing needs and implement appropriate website optimization tactics, Thrive’s SEO specialists performed an in-depth analysis of the competition, website performance, backlink quality and local search performance.
We used several tools to:
- Determine the client’s main competitors from an online perspective
- Evaluate existing backlink profiles
- Identify and remove spammy links
- Determine areas of opportunity for local citations and name, address and phone number (NAP) consistency
Making improvements in all of these areas helped the client’s domain rating increase from 51 (per Ahrefs) to 68, a substantial increase over a 14-month period.
The local search audit was done for each location, and we found that some franchises were sold to another franchise owner and details on some listings were changed. Thrive’s SEO experts worked closely with the new franchisee to keep these listings as accurate as possible.
SEARCH ENGINE OPTIMIZATION
Our SEO specialists used cutting-edge SEO tools and crawling software to identify and analyze technical SEO factors that needed attention, such as site speed, broken links and schema.
Using this data, we made a list of action items and, every month, slowly worked through each one of the factors that we did have control over:
ROI Tracker
Thrive set up an ROI tracker and provided resources, such as recorded training and flowcharts, to help franchisees understand the value of their closed leads and the impact on their ROI. The ROI tracker pulls all phone calls into a spreadsheet and allows the franchisee to assign a score and a dollar amount to the leads coming in. This enables the client to view its ROI per channel in real time.
We continue to refine this process and update our reports based on franchisee involvement and feedback.
Content Optimization
Our SEO specialists reviewed the client’s current keyword targeting strategy and made adjustments to ensure we capture high-value keywords that fit each franchisee’s local market, specific goals and preferences. Additionally, we performed a thorough content audit to identify and remove duplicate content across location pages.
Google Business Profile Listings Updates
We optimized each franchisee’s Google Business Profile to improve their local rankings and increase sales opportunities. Our SEO experts ensured all listings have accurate NAP details and reflect all services offered, some of which had not been highlighted previously. This reinforced to Google that these restoration services are offered 24/7 and are an important part of the business.
We also came across other elements, such as server options, which we do not have control over. In such cases, we provided additional recommendations to the client.
WEB DESIGN AND DEVELOPMENT
Thrive also took on website support for 85 existing local franchise websites. Our web design and development service covered:
- Complete redesign for the corporate website and 180 location pages
- Service page content development and optimization
- Custom content creation for 180 locations, which links out to individual social media pages and local franchise websites
- Call tracking integration, enabling reporting across SEO/PPC/GMB/Direct
Our web developers also integrated custom mapping software into the client’s website, allowing page visitors and prospects to search for their closest franchise by ZIP code or state.
We’ve also added a “sticky” franchise functionality, which enables the localization of service content and contact details across the website.
Once a user selects a franchise, the website will show customized content about the specific location, such as the franchisee’s location and phone number. This information remains on the website across all pages and will only change when the user selects a new franchise or clears the location.
Franchisees can update their own service offerings to ensure only the services they provide appear on their local website.
PPC MANAGEMENT
Following the success of the SEO campaign and website redesign, Restoration 1 extended its partnership with Thrive and acquired PPC advertising solutions. Our team reviewed the company’s existing PPC strategy to determine opportunities for improvement.
We put together ad spend recommendations, which focused on:
- Targeting specific locations and services
- Landing page redesigns/optimizations
- Best performing services and learnings historically
- Goal tracking analysis and setup
Once ad spend was confirmed, PPC campaigns were built out and launched to improve visibility on the Google search engine results page (SERP). Over time, we used data from previous campaigns to optimize ongoing advertising efforts and improve performance.
Our PPC strategies involved:
- Targeting specific keywords and search terms
- Updating and optimizing copy to improve CTR and CPC
- Landing page optimizations to improve CVR
- Continuous testing of new strategies based on performance and goals
Another important focus for the Thrive team was revamping the landing pages to reflect more calls-to-action (CTAs) directly related to local phone numbers. We’ve found that most customers in need of these restoration services are experiencing a traumatic loss and need help right away. As such, we adjusted the CTA to ensure it hones in on “emergency, 24/7 service” or similar verbiage.
The goal was to make it easier for customers to contact the local franchisee office and make the CTA button more visible to page visitors.
ONLINE REPUTATION MANAGEMENT (ORM)
Thrive also manages the client’s review generation for select locations.
Review Widget
Our reputation managers installed a custom review widget on the client’s website to facilitate faster review acquisition. The review widget allows the client to display and aggregate customer feedback from the Better Business Bureau (BBB), Facebook and Google. Depending on the region, we’ve also aggregated reviews from other sources, including Nextdoor, Yelp, Angie’s List and HomeAdvisor.
QR Codes for Review Generation
We’ve provided QR codes to every location to allow employees in the field to generate reviews from clients face-to-face. Our Thrive team now manages 180 active accounts and additional locations waiting on listings to be verified.
FREE ORM Seminars
We also offer free, regular online seminars to share review generation and marketing strategies. Each location is given access to the dashboard and has the option to manage its review acquisition campaign or entrust the whole process to our reputation management company.
Thrive continues to manage Restoration 1’s digital marketing campaigns across 180 locations.
To continue the success of early efforts, we plan to add more functionalities to the client’s corporate website, which will allow each franchisee to host their own blogs. We will also redesign franchisee microsite templates and provide additional marketing recommendations to improve the client’s digital presence.
