Case Study - Grethey Rose Construction & Restoration
Construction companies in the Midwest are like Baptist churches in the South—there’s one on every corner.
And in the middle of a COVID pandemic, a lot of customers were looking for the right one.
Victor Grethey, co-owner of Grethey Rose Construction and Restoration, knew it was time to remodel their existing website so their company would stand out among the competition.
When Victor first contacted me, he wanted to update the website from the basic “online brochure” version they already had. That site featured a few short descriptions of their services and some contact information. But it wasn’t clearly communicating everything Grethey Rose could offer new clients.
Step 1: Persuasive Messaging
Any time we work with a client to start a new website project, we always begin with messaging.
And messaging always starts with nailing down the ideal client—who they’re trying to do business with.
Knowing who you want to work with and how you’re going to talk to them is quite possibly the most important thing you’ll do with your new website.
Think of your very best clients—wouldn’t you love to have 10 more just like them? They’re easier to work with and are more profitable than your average (or worst) clients.
So keeping your message laser-focused on your ideal client gets you more of those ideal clients.
We wanted visitors to the new Grethey Rose website to see themselves working with Grethey Rose, to read words on the page that told them Grethey Rose understands their problems and knows how to fix them.
So we scheduled a few Zoom calls with Victor and his team. We dug deep and asked a lot of questions. From those conversations, we built an Ideal Customer Profile to keep the company’s message fixed on their best clients.
While a lot of construction companies do remodels and new construction, Grethey Rose’s primary specialty is restoration: rebuilding after fire, storm, and water damage. So we took their Ideal Client Profile and created a message that would speak to that audience based on their needs and worries.
Step 2: Beautiful Design
Once the messaging was ready, it was time to have some fun!
Through our messaging process we knew that Victor and his team would emphasize restoration work.
Since a customer with a restoration emergency wants it resolved quickly, we made the “restoration” page the site’s home page. We made the main call to action a “call for emergency service,” which gets the client directly in touch with the Grethey Rose team to start their new project immediately.
Restoring a client’s home after a disaster is really about transformation—taking what was awful before and making it new. The home page includes before and after photos that showcase the work Victor’s team has done for other clients.
While new construction is a smaller share of their projects, it was important to feature a space for construction projects on the new site. COVID left us a lot of time at home looking at our space and dreaming something new. The new construction page shows potential clients that Grethey Rose can help with those projects too.
Step 3: Set Up for Long-Term Success
In addition to messaging and building the actual site, we talked to Victor and his team about making a deeper connection with his website visitors. This is often an overlooked component to building a website, but can be crucial to growing relationships that result in a new client calling you to do the work.
Email marketing remains a great way to build those customer relationships. A helpful lead generator or lead magnet can entice prospects to get on your email list.
For a Grethey Rose’s lead generator, we created a beautiful guide entitled “5 Questions to Ask Your Home Remodeling Contractor”. Website visitors who aren’t ready to commit to a purchase today can download the guide, which helps establish Grethey Rose as a leader in their market. And since the prospect is now on Grethey Rose’s email list, the company can continue the conversation.
We also wrote a series of emails Grethey Rose can send to potential clients over a period of time. Maybe a website visitor wasn’t ready to pull the trigger the first time they visited the site, but by the time they’ve given these potential clients a few emails that contain valuable information to them as a homeowner, they’ll have won them over.
To further Grethey Rose’s online marketing efforts, we created a content calendar, social media posts, and branded graphics they could use on their Facebook page.
The Proof is in the Projects
A few weeks after we finished the website project I crossed paths with Victor while I was running errands. Because of COVID, all of our meetings had been online. We literally had never met in person. How wonderful to shake his hand and get to meet him face to face.
And I was thrilled to hear that Grethey Rose was busy with restoration and construction work—they’d already seen 12-15 new projects come through the website.
If your business is growing and you’ve been toying with the idea of updating your existing website to propel that growth even further, we’d love to work with you so you can get similar results as Victor. Schedule a call today.