Website Conversion to WordPress
Content Strategy
Local SEO & Google Ads

We helped HMC get higher search engine rankings and more conversions by focusing their site content on their priority target audiences.

”I thoroughly enjoyed working with Engenius on our web presence. They took our site and converted it to a more open format and got some significant increases in traffic and conversions from where we had been before. The entire staff was helpful and professional. They provided an aggressive development schedule and performed on time or ahead of schedule on all of our requested changes.

Adam JonesPresident, HMC

Background

Unlike many of our new clients, HMC Builders did not need a full website redesign when they began working with Engenius. Instead, they were focused on growing specific areas of their business and acquiring new leads through their website. HMC Builders’ website was built on a proprietary Content Management System (CMS), making it difficult for them to update independently.

Additionally, HMC needed help attracting more qualified leads for their services.

Objectives

Our objective was to more accurately reflect HMC Builders’ immediate business priorities and make information easier to find for the appropriate target audiences. In addition, we wanted to make their site more manageable by converting it to the WordPress CMS.

Solution

Before beginning the technical WordPress conversion process, we delved into the site’s content strategy. We knew we needed to reorganize some of HMC Builders’ content. First, we restructured the navigation to more strategically appeal to HMC Builders’ priority audiences by including main navigation items for each area of business. We also changed the service-specific calls-to-action that appeared on the homepage drive more traffic to the appropriate pages.

HMC Builders’ website outperforms other websites in the same industry when it comes to time spent on the website and bounce rate. On average, users spend 55% longer than the industry average on HMC Builders’ website, and they exit the site without taking any action nearly 15% less than the industry average. These numbers are good indicators of relevant site content. In fact, certain industry pages on the site performed so well that we removed them from the site’s main navigation because HMC couldn’t immediately handle the number of requests they were getting.

Within just a few months of launching our campaign, HMC had secured top rankings for their primary services – all across their service area.

Tactics

  • Keyword Research: We dove into the services HMC desired to push to pinpoint the most important topics, keywords, and sub-topics we needed to cover on key pages. We created a keyword list and then prioritized the most relevant and highest opportunity keywords to go after.
  • Content & On-Page Optimization: We mapped our keywords to a handful of service-specific pages on the site and optimized them for the most relevant topics, keywords, and key phrases. We improved upon their existing content by covering semantic topics and answering common questions users have about their services.
  • Local Citations: This isn’t the most glamorous piece of local SEO, but it’s necessary. We cleaned up inaccuracies among HMC’s existing citations across the web and created fresh citations on relevant industry directories.
  • Google My Business Optimization: We updated and optimized HMC’s Google My Business profile by fully filling out every property, changing their primary category to one more relevant, adding relevant photos, and making regular Google Posts.
  • Link Building: Being a local business, we knew HMC wouldn’t need a large-scale link-building campaign, but we worked to secure them just a few local, relevant, and high authority backlinks to help them compete with some more authoritative competitors.
  • Google Ads: In addition to the SEO campaign, we ran ads around some of their highest priority services to expand their reach into areas they may not be able to rank as well organically.
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