Digital Brand Strategy Case Study | Legacy Contracting Roofing

Client Overview:

Legacy Contracting, a roofing company based in Louisville, KY, was generating $620,000 in annual revenue but faced challenges in building a cohesive online presence that resonated with their target audience. Although the company had a strong reputation for quality workmanship, their digital brand presence was weak, making it difficult to attract new customers and engage with existing ones through online channels.

Challenges:

No content strategy: Legacy Contracting’s online content lacked direction, making it difficult to engage potential clients or build trust through education and customer testimonials.
Inconsistent brand identity: Legacy Contracting lacked a cohesive digital identity, with outdated visuals and uncoordinated messaging across online platforms.
Low social media presence: Minimal social media activity meant the company was not reaching potential customers effectively or showcasing completed projects.
Low website traffic: The company’s website was not optimized for search engines, leading to low organic traffic and limited visibility in local roofing-related searches.

Solutions Implemented:

MadHouse Media developed a comprehensive Digital Brand Strategy to address these challenges, focusing on building a cohesive brand, improving online visibility, and increasing customer engagement.

1. Brand Identity Development:

Conducted discovery sessions to understand the company’s core values and target market.
Created a new logo, color palette, and brand guidelines to reflect Legacy Contracting’s commitment to quality and professionalism.
Developed a brand style guide to ensure consistency across digital platforms, including the website, social media, and offline marketing materials.

2. Website Redesign & SEO Optimization:

Redesigned the website to align with the new brand identity, enhancing user experience with a clean design, clear navigation, and strong calls-to-action.
Implemented on-page SEO by optimizing content with relevant roofing-related keywords like “roof repair Louisville” and “residential roofing contractors” to improve search engine rankings.
Added galleries of completed projects and client testimonials to build credibility and trust with potential customers.

3. Social Media Strategy & Engagement:

Developed a targeted social media strategy, focusing on platforms like Facebook, Instagram, and LinkedIn to reach Legacy Contracting’s ideal audience.
Set up a content calendar and posted regular updates showcasing completed projects, customer testimonials, and roofing tips.
Launched paid social media campaigns targeting homeowners in the Louisville area, driving qualified leads to the website.

4. Content Strategy & Local SEO:

Created an ongoing blog strategy focused on topics such as “Roofing Maintenance Tips,” “Signs Your Roof Needs Repair,” and “Choosing the Right Roofing Contractor,” positioning Legacy Contracting as an authority in the industry.
Optimized local SEO by improving their Google My Business profile, encouraging positive reviews, and increasing local search visibility.

Key Metrics & KPIs:

Brand Visibility:

Before: Legacy Contracting ranked on page 3 or lower for key local roofing searches.
After: Ranked on page 1 for terms like “roof repair Louisville,” driving a 300% increase in website traffic.

Social Media Engagement:

Before: Minimal social media presence with fewer than 100 followers across platforms.
After: Grew to 1,200+ followers, with a 350% increase in engagement through likes, shares, and comments.

Lead Generation:

Before: Averaged 8 leads per month from online channels.
After: Increased to 30+ leads per month, a 275% increase in inquiries driven by the new digital strategy.

Content Performance:

After: Blog traffic accounted for 25% of total website visits, and bounce rates dropped as customers engaged more with educational content.
Before: No consistent content strategy or blog.

Results:

Within 12 months of implementing the digital brand strategy, Legacy Contracting saw a 31% increase in revenue, growing from $620,000 to $811,200 annually. Their website’s organic traffic increased by 300%, resulting in a significant rise in inbound leads and conversions. Social media engagement skyrocketed, allowing them to build stronger relationships with their audience. The combination of a revamped website, improved local SEO, and a consistent content strategy positioned Legacy Contracting as a top roofing provider in Louisville, KY.

Quote from Client:

“MadHouse Media’s digital strategy turned our online presence around. We’re not only ranking better, but we’re also getting more leads and connecting with customers like never before. It’s been a game-changer for our business.”

Digital Brand Strategy for Legacy Contracting