JRM Plastering Services

Small Business Website

The Backstory

JRM Plastering Service are a local plastering service based around the Sutton Coldfield area of Birmingham. Bowler Hat was tasked with creating a responsive, modern website which focused on targeting households around Sutton Coldfield.

JRM already ranked pretty well in terms of SEO for plasterer in Sutton Coldfield however with the introduction of Google’s new mobile responsive ranking system he needed a new fully responsive site built. Jason wanted the site to bring in a more specific range of clients and wanted his new site to showcase all of his recent plastering work. Jason’s previous email system was also losing new enquiries and so he wanted us to build a new email service into the back of his site and back it up in order to avoid losing any more enquiries in the future.

  • Educate customers as to why they should use JRM
  • Maintain top rankings in Google
  • Increase inflow of domestic enquiries within the Sutton Coldfield Area

We Delivered

We developed a fully responsive website which showcased Jason’s skills and streamlined the UX by utilising email and phone links on mobile in order to made it easy to contact Jason at the touch of a button wherever you are on the site.

We also encouraged Jason to gather more reviews to gain gold stars next to his google ranking.

The Plan

Emergency Shift in Strategy – SEO & PPC

The business had to change from the top down to focus on activities that could be run safely during the pandemic. This happened fairly quickly with the ClueGo events as they already run on tablets and phones so it was a case of making the app available for each participant.
Unfortunately, the messaging on the website had not kept up and a mishmash of traditional, live and virtual events had made for a confusing proposition.
To resolve this we had to change the entire proposition, focus on the virtual events and craft new calls to action to help engage with a cautious and confused audience.

This revised proposition and CTAs were then rolled out across the entire site with key messages all shifting towards what can be done now and CTAs focusing on demonstrations. 

    • Keyword research to understand pandemic team building requirements

    • Complete rewrite of all brand and product messaging

    • Retooled all paid media to reflect the changing demand and needs of the prospective customers.
       
    • Reworked the website to be far more focused on driving conversions for a consultation or demo of the virtual team building product.

    • Improved analytics including A/B testing, clickmaps, scrollmaps and conversion tracking so we can clearly understand what users are engaging with and what works.

    • Rebuilt the Google Ads account to focus on the new products.

    • Pivoted the SEO Campaign to focus on new products.  

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