Within the first three months of launch
Challenge
The Shade Shop recognized that they needed their website to differentiate themselves in a local B2C market that had a lot of competition. Additionally, previous methods of selling that were impacted by the pandemic, like utilizing their showroom, had to be reinvented throughout their website.
Solution
A TopSpot Client since 2015, the TopSpot Team was able to utilize search data to build an elegant new B2C website. The organic and paid search strategies were data-driven and geared towards bringing in more traffic and leads, with a specific focus on the Houston metro market.
Results
Throughout the first year of launch, the local business's new website nearly doubled the number of online leads generated compared to the previous year with a 96.90% increase in online leads, counted as form submissions (1,079 vs 548). Additionally, the local strategies implemented resulted in a 67.28% increase in visitors within the Houston-metro area (23,769 vs. 14,209) within that same time frame.
About The Shade Shop
Industry: Local Business Headquarters: Houston, Texas
The Shade Shop furnishes and installs custom shutters, blinds, draperies, motorized shades and outdoor shading solutions. A family-owned business since 1918, the business has continued to expand their offerings based on the beauty and quality of the products.
They came to TopSpot for Local PPC Advertising and Houston SEO Services in 2015 and later began the web design and development process that would increase their online presence while also improving leads.
A Focus on Showcasing Products From the Top Down
The products sold by The Shade Shop speak for themselves when it comes to their ability to transform a room. The new design not only showcased this throughout the site’s landing pages, but also within the main navigation. Upon hovering over any of the main product categories, the user is shown a visual representation of that product.
Additionally, the new navigation follows the user as they move down the page which keeps the most used links constantly available. The available links were streamlined and the drop-down menus are hoverable, which makes it less crowded and easier for a user to go straight to the page they want to visit. A prominent call-to-action was added to the navigation, which leads the user to a custom form. The phone number also remains in the navigation as the user moves around the page.
94.50%
Overall leads from the home page increased by 94.50% (7710 versus 3964) in the first six months over the previous period
Bringing the Showroom to the Online Experience
For a company whose showroom was their number one selling point, the closures from the pandemic hit especially hard and a new plan was needed. To make up for not physically being in the showroom, a virtual tour option was created and added to the website. The 360-degree view of The Shade Shop’s showroom allows customers to feel like they are physically at the store to get an up-close view of the showroom so they could “experience the difference”.
208%
Within 6 months of adding the virtual tour to the showroom page, assisted leads stemming from that page increased by 208% (77 vs. 25).
Custom Quote Process Made Easy
The original website addressed their process for creating custom shades and draperies. This was carried over to the new website, but was made a little more simple while also drawing in the user. The section regarding their five-step process was moved higher on the homepage and a call-to-action button linked to the Contact Us form was added to make it easier for users to recognize that they could get more detailed information on the process page itself. The process page traffic increased by 781.82% (485 vs. 55) in the six months post-launch with these small changes.
501.89%
increase in Contact Us Form Submissions (319 vs. 53) thanks in part to the links included in each step on the process page.
Local SEO & PPC Strategies
The Shade Shop specifically serves the Houston area, therefore it made sense to be sure to target the local area. The Team did this by making sure to enable the business’s Google My Business, Bing Business and Apple Maps listings, which improves the reliability of being found in local searches. These listings were also linked to The Shade Shop’s paid search program which allowed their location to appear within their ads when someone was searching for a local business.
They also added “service area” schema markup to the page to reinforce the chances of being found by local users. The site itself has the address in the footer on every page, and the names of Houston-area neighborhoods are used throughout the content of the website.
199.97%
increase in users in the Houston Metropolitan Area over the first 6 months
(7,798 vs 3,545)
(7,798 vs 3,545)
Making the Website Easy to Navigate on All Devices
The new responsive design also provides a great user experience for mobile visitors. The new navigation bar and contact information follow the user as they scroll down the page. This combined with the larger sized calls to action allow the customer to easily reach out to the company. The phone number is also available from anywhere on the mobile version and makes it easier for the customer to call straight from the website.
245.45%
increase in online form submissions from mobile devices (266 vs. 77) within the first 6 months
183.82%
increase in mobile click to call clicks (491 vs. 173) within the first 6 months
Surpassing Expectations
The integrated digital marketing approach of The Shade Shop's Customer Relationship Team continued to build on the already stellar post-launch statistics.
Nine months later, the site is still driving quality leads.
124.72%
Increase in Online Leads
(809 vs. 360)
(809 vs. 360)
127.71%
Increase in Organic Website Leads
(567 vs. 249)
(567 vs. 249)
86.96%
Increase in PPC Website Leads
(86 vs. 46)
(86 vs. 46)
when compared to the previous period
Awards
Gold Award Winner for the Business to Consumer Website Category
Silver Award Winner for the Retail Web/Interactive Category
Houston AMA Crystal Awards Winner in the B2C Website Category
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