The Back Story
Deckadence specializes in — you guessed it — decks and other outdoor spaces to help residents of Victoria, BC, take advantage of the outstanding beauty of our outdoor spaces. Though also specializing in custom indoor work; in a region famous for rain forests, rocky topography, tall trees, mountain vistas and ocean views Deckadence was already — through their commitment to service — able to establish themselves as a superb builder of outdoor retreats with 25 years of good standing in the community.
When we took the reigns of the Deckadence website it had already been fairly well established on search engines.
For a time Deckadence had sat atop Victoria’s Google rankings but after an algorithm update or two it has slipped to the second page. It was not an active or optimized website but it had a legacy working in it’s favor. Between that legacy and some important changes we were able to help Deckadence back to the top of Google’s ranking for all of their search words and strings in short order. Still, that was just the beginning.
Sitting atop Google’s rankings for years had not been the windfall that some might expect. Web referrals were lacking and the website was little more than a digital business card that went all-but ignored in favour of the better presented web properties of their competitors.
For Deckadence, iDreamDigital would start from scratch.
New branding, new standards, and most importantly new search optimization and workflow would help drive users to Deckadence and push them towards requesting a free quote. Our goal was not only give Deckadence a flashy new website and brand, but to drive business and convert viewers into customers.
“You’re killing me with this website…”
– Aaron Johnson, Owner, Deckadence Inc.
Now some nine month later we touched base with Aaron, owner of Deckadence Inc, to find out how things have been going from his perspective. Of course, we’ve been keeping a close eye on the number of referrals coming in and the traffic hitting the website to ensure Deckdence was receiving an appropriate value for their investment, but we wanted to know just how many of those referrals and estimate requests were converting into actual projects. We were thrilled to hear that a staggering 40% of referrals were converting. So much so that Aaron is drowning in projects — which as any business owner can relate to: is not the worst problem to have!
On driving visitors to your key processes and converting them into customers.
We used a number of techniques to accomplish this redoubling of work for Deckadence Inc. The process begins with understanding your goals.
Beyond driving traffic to the site, for Deckadence this meant communicating a few key messages. First, they are a trusted and customer-oriented builder with 25 years of roots in the region. They boast a AAA+ rating from the BBB in an industry rife with fly-by-night operators and they are committed to sustaining that reputation. Second, they are not simply a builder of outdoor spaces. Part of this redesign was to communicate, without changing their brand name, that they do much more than build decks. Through graphical and textual content, as well as appropriate tweaks to the SEO (search engine optimization) this was achieved. Lastly, we were to increase leads.
Task 1 – Reenforce the trusted reputation of Deckadence.
Through the careful use of crests and CTAs (calls to action) we were able to communicate this message to users at a glance. A highly visible BBB logo, search-friendly text pertaining to Deckadence’s standing in the community and a crest noting Deckadence’s commitment to service went a long way towards bringing in viewers and communicating to them these facts.
Task 2 – Expand the Business
Next we wanted to reenforce the fact that Deckadence does much more than build premium decks and outdoor spaces. Photographs of award winning interiors, prime real estate for renovation services, as well as a number of photo sliders showing the beautiful work Deckadence does both indoors and out drove estimate requests for indoor spaces to new heights.
Task 3 – Increase Leads & Estimate Requests
Extra efforts was made throughout the layout and content to direct users to the estimate form. We did not only want to drive new leads, we wanted to be sure they were valuable leads.
A long-form estimate system was conceived to deter casual requests but encourage requests from serious customers. Details about spaces, budgets, photo uploaders, and much more are published through the request form. This balance struck between convenience and effort can be at least partially credited with this outstanding 40% conversion rate, though Deckadence’s own work and personable staff deserve much of that credit as well.
Build Your Audience, Increase Your Conversions
If you are looking to increase your conversions and viewership then it’s probably time to take a closer look at what is driving your users to your site, what you are communicating to them when they arrive, and how your workflow allows them to interact with key pieces of your website. Look at your website as a user — why are you there? Would you know where to go to accomplish the task you came for? Is the branding friendly? Does it create an emotional reaction for your users?
It’s easy to get wrapped up in the minutia when you are the owner or operator of a website. Put yourself in a user’s shoes to better understand how you might make improvements and grow to both your and your audience’s benefit.
iDreamDigital is a fun but focused team of web design & development professionals based out of Victoria, on the gorgeous pacific coast of British Columbia, Canada. For more than ten years we have been providing a full range of web design and development services to our partners and patrons across North America.