Case Study: Saunders Landscaping
The Sales Slump
Three years ago, Don Saunders was in a tough spot. He had partnered with Cave Web Works to build his website but left for a few years to let a relative handle his digital presence. But the phone wasn’t ringing and his e-commerce landscape supply website wasn’t selling like it used to.
One phone call
He called his former partners at Cave Web Works for help, and we started a program that turned things around.
Our programs targeted his:
1. The google local puzzle
Saunders Landscape Supply had slipped to 3.5-stars on Google Reviews. Third-party testimonials on Google make one of the biggest impacts for local businesses, especially for e-commerce companies. If consumers respond to marketing or personal referrals and search for a business by name, they see Google Reviews.
A review solicitation program is essential for any firm. Our review program boosts the raw number of reviews by soliciting any customer a client has for a review. The vast majority of your customers are happy. But if you don’t ask them for reviews, you give the microphone to the few who aren’t happy.
Within a few months, we had Saunders Landscape Supply back over 4 stars, and the phone started to ring again. Today, his 4 locations have more than 550 reviews averaging 4.8-stars.
2. Organic Search & E-Commerce Sales
With the bleeding stopped, we turned our attention to optimizing the website itself. It’s great to get people to trust your brand name, but it’s quite another to get them to call and convert into a sale.
The first step is showing up in non-branded searches for landscape products. It’s great to show up for “Saunders Landscape Supply” searches, but you really want to show up when people who have never heard of you search for “buying mulch.”
The next step was to beef up the content. Content makes Cave Web Works sites run. Google loves to see a website with unique, informative content. Maybe even more importantly, it’s a differentiation point between Saunders and its competitors. No one else will write 1,500 words about mulch or blog about landscape supplies. As a result, Saunders ranks tops on critical keywords that drive its business.
3. PPC campaigns
For years, Saunders Landscape Supply had used Google Ads campaigns to generate leads. With the success of the new website, the team decided to turn the PPC (Pay per click) campaigns over to Cave Web Works. We optimized Google Ads to sales. The previous PPC manager had optimized to non-sales targets, like traffic and impressions. Sales are better!
The new website enabled us to pursue a Google Ad avenue that had previously been closed: Google Shopping Ads. Google Shopping Ads allow e-commerce websites to display their products and prices right on the search page and compete on what amounts to a virtual shelf. The turn toward Google Shopping ads boosted sales while driving down ad spending, the goal of any PPC company.
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