Golden Rule Builders

Construction contractor serving Northern Virginia

Client

- Golden Rule Builders

Year

- 2021

Services

- Brand Positioning
- Consulting

- Market Analytics

- Strategy

- Web Design

The Client:

Established in 1987, Golden Rule Builders has established itself as a premier luxury home construction firm in Virginia, boasting over 35 years of experience dedicated to enhancing the beauty and quality of residences throughout the state. The company employs a comprehensive turn-key strategy, guiding clients through every phase of their projects, from initial concept and design to final execution. While they provide a range of services, including new home construction, their expertise lies in remodeling and home additions, seamlessly integrating functionality with superior quality. With a skilled team and extensive experience, Golden Rule Builders consistently delivers exceptional craftsmanship and a tailored approach that surpasses client expectations.

The Ask:

Assist the client in acquiring new business opportunities amidst the pandemic-induced economic downturn. Furthermore, aid the client in boosting website traffic and promoting their services.

Insight

During the pandemic, with everything shut down due to the lockdown, individuals were confined to their homes, utilizing them for various purposes. As a result, homes were being transformed into multifunctional spaces, serving as gyms, offices, schools, movie theaters, and entertainment areas. The need for adequate space to carry out these activities was on the rise. While many homes had basements that could serve as perfect spaces for different activities, most people overlooked this option due to the unfinished state of their basements, often considering them only suitable for storage. By highlighting the potential of basements for various activities, Golden Rule Builders could attract new business opportunities.

Home renovations have become increasingly prevalent in today's society, particularly in the areas of bathrooms and kitchens. However, when it comes to selecting a construction company, many individuals find themselves uncertain about their options. In today's digital age, most consumers tend to utilize Google to search for specific services along with their geographical location. This trend offers construction companies the chance to enhance their websites with geographic details and relevant keywords to improve their search engine optimization (SEO). To help broaden Golden Rule Builders digital reach this allowed them the perfect opportunity to develop content tailored to the various regions they serve, thereby more effectively showcasing their remodeling services across multiple web pages to enhance their visibility in online search results.

Strategy

Inspire individuals to achieve their dream homes by highlighting the transformative projects completed by Golden Rule Builders.

Approach

As the pandemic forced many businesses to close during the lockdown, homes increasingly became versatile spaces where families members engaged in various activities, from professional tasks to leisure pursuits. Recognizing this shift, I sought to highlight the client's services and illustrate how they could assist individuals in optimizing their living spaces and transforming their homes to suit their needs. By showcasing the client's past work and improving the visibility of their diverse offerings on their website, my intention was to inspire homeowners to discover the hidden potential of their homes and encourage them to reach out to the client.

During my research, I identified that a majority of home basements are unfinished and not utilized. As a result of this finding, I decided to place greater emphasis on promoting the client's basement remodeling services. To accomplish this, the first thing I did was focus on revamping the client's existing basement remodeling webpage. I integrated popular SEO keywords and phrases on the page, along with content detailing the various possible spaces that a basement can transform into. This strategy aimed to attract individuals searching for ideas on converting areas in their homes into spaces such as offices, gyms, or theaters. Additionally, I included a call-to-action section to encourage visitors to reach out to the client and book their remodeling services. To further enhance visibility, I expanded the content related to basement remodeling throughout the website and integrated it into the navigation menu to draw more attention to this service.

Following the completion of the basement remodeling page, my next step to boost site traffic and assist the client in generating more business was to develop SEO-focused content. My research indicated that individuals searching for builders frequently included specific geographic locations in their searches to locate nearby services. To leverage this insight, I developed custom footer bars for each page that listed all the regions the client serviced, ensuring that they would appear in search results for location-specific queries. Furthermore, I examined the commonly searched keywords and phrases and compared them with the client's Google Analytics data to pinpoint areas for enhancement. Based on this analysis, I updated their content to reflect these relevant keywords and phrases.

My initiative aimed not only to boost their SEO but also to draw greater attention to the services offered and to more effectively highlight their portfolio. To address the most popular home remodeling services—kitchen, bathroom, and whole home renovations—I designed prominent sections on the homepage that are immediately visible to users, facilitating easy navigation to these pages and showcasing what Golden Rules Builders can offer. For these specific offerings, along with basement remodeling, I updated the layout and content of the service pages to enhance their visual appeal and user experience, while also optimizing them for search engines. Additionally, I created location-specific pages that adjusted the text and content layout to align with the local searches, ensuring that users searching for services in their vicinity would find relevant information. To further exhibit their work, I developed project pages complete with galleries for each home and service, allowing potential customers to view the impressive transformations achieved by Golden Rule Builds.

Objective

Drive increased traffic to the client's website and strengthen their position as the top builder in Virginia. Create engaging and geographically relevant content that effectively presents the various services offered by the client and the successful outcomes of their projects. Emphasize their basement remodeling services and illustrate how they can create an ideal space tailored to any need.