Case Study

How ZDigital Helped Casey’s Electric Increase Their Commercial Business By Over 100%

Casey Landwehr

Owner of Casey’s Electric

Problem: Casey’s company was stuck doing too many small residential jobs and not enough larger commercial jobs. They had done many large commercial jobs but wanted to attract more of them.

Client Goals: Transition business from small residential jobs to larger commercial jobs.

Project Summary: Take control of his online presence and adjust it to serve as a magnet for larger commercial jobs and filter out the small residential jobs.

Solution: Create a web presence to establish credibility and attract larger commercial jobs.

BEFORE: Wrong Company Came Up

Casey’s Electric had no website and when people Googled “Casey’s Electric,” a company in the area called “Casey Electrical” was coming up – and potential customers were seeing a “homemade” website that some were confusing for Casey’s Electric. This caused many problems and some of Casey’s potential customers were unknowingly calling a competitor!

1/13

After: Website with a professional image emphasizing commercial work

To look big, establish credibility, and emphasize commercial work, the website was crafted to project a professional image and attract large commercial clients by displaying names and logos of large well known clients.

2/13

The menu was created to emphasize commercial work, with the implementation of commercial and industrial drop downs, both calling out the types of commercial jobs that Casey’s Electric wanted to attract. The photos selected and implemented show commercial projects.

3/13

In addition to the commercial emphasis on the homepage, a “Clients” page was created to further establish Casey’s Electric’s experience and expertise as a commercial electrical contractor. This page was loaded with a list and logos of well known local, regional and national brands.

4/13

A projects section was established that features a photo gallery of job sites – all of which are larger commercial projects, further emphasizing the types of work that Casey wanted to attract.

5/13

A Careers button was added to the main navigation. In addition to giving of a larger company vibe, the careers section included candid team photos including the team having fun at outings, including a Padre game. This created a vibrant, fun and growing company and an attractive place to work. A “Join Our Team” and online form was added to encourage candidates to apply.

6/13

A “Get A Quote” button was integrated and leads to a form that asks clients to describe their project. This process allows Casey’s team to assess the type of job coming in to determine how to respond.

7/13

Initially, Casey’s Electric was not coming up at all when people searched Google for electricians in his area. They were nowhere to be found in Google Maps or the three pack – because he wasn’t registered with Google as an electrician! The ZDigital team established and optimized Casey’s Electric’s Google Profile.

8/13

We worked with Google to handle the verification process and we optimized the profile with our 36-point checklist. We built out the profile with professional content and keywords emphasizing the types of jobs Casey wanted to attract and the areas that he wants to attract them in.

9/13

We added photos, reviews, Frequently Asked Questions, Featured services, and Google Posts, all of which give clients valuable information and more importantly give Google’s software content to find which has increased his visibility in local search.

10/13

Casey’s Electric went from ZERO Google Profile inquiries to 155 as seen below. This is just his Google Profile and does not count traffic to his website.

11/13

Casey’s Electric went from ZERO website visitors to 250 distinct site visitors in June 2024.

12/13

“I had no idea how bad my online situation was before ZDigital showed me – it was a wake up call. I’m not tech savvy, and until then, I had just ignored it. I was busy and making money and so I just neglected this. I was shocked and I quickly realized there was a huge opportunity to improve my business. Knowing what I know now, I wish I got started with my online efforts sooner!”

Casey Landweher, Owner: Casey’s Electric

13/13

Step 1:

Create a website to establish credibility and project professionalism. The overall image of the website was crafted to look big, established and credible, emphasizing commercial work.

To attract commercial customers and discourage small residential inquiries, the photos and written content were created to give the impression of large clients and commercial jobs.
Names (and logos) of large commercial clients were emphasized (Starbucks, Sheraton, Chipotle, etc)
Services sections of the website were modified to emphasize commercial and industrial jobs. Residential services were modified to emphasize larger jobs and well. (For example: References to ceiling fans service calls, and other small jobs were eliminated)
The “Get A Quote” section of the website was crafted to identify and filter small residential work.

Step 2:

Establish a Google Profile to increase visibility and appear in Google searches in desired areas when people search Google for commercial electrical contractors.

Results:

Increased close rate
Increase in new commercial business generated
New customers generated through Google search
Improved recruiting by attracting quality candidates

Casey’s Electric experienced an increase in new commercial jobs by building credibility with larger customers. Casey saw an increase in the percentage of bids that closed and attributes it to a dramatically improved online presence. His website created confidence and trust in large commercial accounts that chose Casey’s company for jobs. Additionally, new business was created through Google search results ZDigital improved Casey’s position in Google search results.

Casey’s Quote:

“I had no idea how bad my online situation was before ZDigital showed me – it was a wake up call. I’m not tech savvy, until then, I had just ignored it. I was busy and making money and so I just neglected this. I was shocked and I quickly realized there was a huge opportunity to improve my business. Knowing what I know now, I wish I got started with my online efforts sooner!“

Summary:

Most of today’s customers get multiple bids and shop and compare the options online. Potential customers judge your business based on your online presence. A weak or outdated presence hurts your bottom line. If your business looks antiquated, out of date or behind the times, you are losing business and may not even realize it. You could be a finalist for large, profitable jobs, and potential customers (or GCs) comparing their options may be passing you by simply because your competitors have a better online image.

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