Problem
Nealon Insulation, a local service business known for its craftsmanship and care, wanted to expand its reach. For nearly 50 years, through two generations and a new owner, the company built its legacy near its base on the Connecticut shoreline, serving homeowners who wanted more comfort and lower energy bills. While the company had strong reviews and customer loyalty, it had very little online presence before 2024.
Challenge
The company came to us with a few primary challenges to overcome:
- Low presence online
- Marketing resources and knowledge
Low online presence
With little more than a basic website and Google Business Profile, the company was starting from a blank slate. In some ways, this can be a good thing; however, a company with a strong reputation like Nealon, digital marketing helps amplify the good words being shared.
Marketing resources and knowledge
The management team at Nealon is smart enough to know where their priorities and expertise are. For them, that’s delivering on their promise to help homeowners live more comfortably. While AI has helped this client become efficient, an expert was needed to guide the process and help them understand the road ahead.
Solution
Our work with this client continues to evolve, but from the beginning, we built a foundation and layered on tactics to help them grow.
SEO & content strategy
Our first step was to optimize their website for search engines and the customer journey. We started with several new service pages to help customers and Google better understand all the services they offer. We then built location pages to help attract local searches like “contractor near me.” Our most significant effort, however, was crafting a content strategy to serve their audience and in turn improve search engine and answer engine rankings. As part of the content strategy, we reviewed published content and made regular website updates based on data.
Link building & digital PR
To bolster the content strategy and increase brand awareness, we implemented several digital PR initiatives. First, as part of our content strategy, we developed several calculators and linkable assets (content that others would link to). We then focused on link building, including digital PR tactics to secure placements in key, high-profile publications like Home and Gardens.
Results
In six months we’ve worked with this client, several key results have emerged. Despite headwinds from Google’s implementation of AI Overviews and AI Mode, our most significant result has been a steady increase in website traffic. In the two quarters we have worked with this client, we’ve seen traffic increase by 285%. This increase has led to more leads and business. So much in fact, our client hired additional staff to handle the extra work. We’re also proud to see this client getting leads from emerging channels like ChatGPT.
“Working with Jordan to grow our business has been life-changing. We see the impact of the digital marketing work every day and are grateful to have his expertise and leadership. We’ve recommended him to other businesses many times and look forward to continuing our journey with him.” –Uri “Ori” Pearl, Owner of Nealon Insulation