The custom home building industry is a crowded market. Many businesses claim to be luxury builders, but only a handful of companies actually have the knowledge and skill sets required to deliver a truly custom masterpiece. That is the unique challenge Hagstrom Builder faces: how can they convey to their customers that they are one of a select few builders that truly delivers a top of the line finished product?
We took this challenge head on and we worked with the team at Hagstrom Builder to completely rebuild their website to match the all new print marketing materials they had done completed. We needed to unify the message that they were sending to their audience.
The website design and build process featured several unique challenges, one of them being we already had a design language that had been established that we needed to follow. The team at Hagstrom Builder had already poured countless hours into working with a top end designer to completely rethink their printed marketing materials and we needed to make sure our digital marketing efforts matched that same feel.
Through the design process we leaned heavily on inspiration from the existing materials but also added in some new and exciting design language that adjusted well to the web world. The final result is a website that feels like an extension of the printed materials, but also feels unique and well thought out for visitors.
As far as measurable results go, the bounce rates have been reduced significantly and the returning visitor numbers have taken a significant jump along with overall website traffic being up about 400%!
After launching the new website we developed an online advertising strategy specific to the needs for Hagstrom Builder. Two of the primary lead acquisition channels we planned to use were Search Engine PPC advertising and Social Media PPC advertising, specifically with Facebook and Instagram.
The search engine PPC campaigns centered around defining specific keywords and search phrases that potential customers may use in their search to find a builder.
The social media PPC campaigns centered around high quality photography and conveying the message of being a family owned business for over 50 years. We wanted to build ads that grabbed the attention of people who had never heard of Hagstrom Builder before, established trust with that same audience.