Building a residential services marketing hub to strengthen lead gen
As a $300m manufacturer, retailer, and installer of residential solutions, Erie Home approached Hanson looking to turn their three WordPress sites into one powerhouse lead generator to capitalize on their current sales momentum.
A digital transformation
To keep up with sales demands, Erie Home was in the midst of a sizable digital transformation, including everything from modernizing payroll to making a shift to Salesforce, which provided the perfect opportunity to assess website strategy and create a more cohesive customer journey.
Stakeholder sessions with leadership and the sales team helped align primary KPI and business goals, focusing design and build efforts on generating quality leads over quantity. While door to door sales still make up a large portion of Erie Home revenue, supplemental information on the website helped inspire and instill confidence in customers as they research metal and asphalt roofing products.
With a premium product offering, Erie Home’s reputation as an exclusive partner was important, but without the perceived expensive price tag. The new experience maintained an approachable aesthetic with a friendly typeface, ample whitespace, and introduced a bright blue color to balance the previously serious red and black color scheme. To elevate products and service team members, we utilized a cutout technique to make them stand out from installation showcases.
Prioritizing lead generation in our creative strategy, we produced a design system that included overall look-and-feel, base typography and styles, page templates, and key content modules all designed to drive users down the sales funnel.
SEO optimization enhanced performance throughout the site and helped to incorporate all three of Erie Home’s platforms into one cohesive marketing platform. Striking a balance between being known as a national retailer and a local company, localized content helped boost SEO rankings, focusing on regional searches by populating articles and services that targeted top-searched locations.
Stakeholder sessions with leadership and the sales team helped align primary KPI and business goals, focusing design and build efforts on generating quality leads over quantity. While door to door sales still make up a large portion of Erie Home revenue, supplemental information on the website helped inspire and instill confidence in customers as they research metal and asphalt roofing products.
Results
Increases in organic traffic to the new site were tracked immediately after launching the new site, achieving Hanson’s goal of creating an experience that educated potential customers and elevated Erie Home’s position as a trusted home solutions provider.
