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NOLAN Painting


Biniek Specialty Contractors, LLC is a successful roofing and exterior home improvement company that serves Central Pennsylvania and beyond. We began implementing customized SEO strategies in March 2020 to increase traffic to their website. Our roofing marketing strategists are experts in the home service vertical and saw areas of opportunity to capitalize on to benefit this client.


Our marketing case study began in Q1 of 2020. We utilized several SEO strategies including, on-site recommendations, meta title and description updates, and local SEO tactics.

1. On-site recommendations - We increased the length of the content, added high search volume keywords and internal links to create more quality content. We also changed the “request a quote” button to “schedule an appointment” on the navigation bar.

2. Meta updates - We updated the meta titles and descriptions to include high search volume keywords, a target location (central PA), and a call to action to increase visibility among searchers looking for local specialty contracting services.

3. Local SEO - We optimized their Google My Business page by adding the maximum amount of service areas to increase exposure in central PA. We also confirmed all offered services were featured, updated the business description with keywords and target location, and added the opening date to improve their credibility on Google.

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1,900% increase in traffic YOY
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10k local search impressions over Q3
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56% increase in goal conversion rate YOY

As roofing marketing strategists, we were extremely pleased with the results of our strategies. Once we swapped out the “request a quote” button to “schedule an appointment” on the navigation bar, we saw a 1,900% increase in traffic to their website. In the last quarter, we saw 10,000 local search impressions and a 56% increase in goal conversion rate. The on-site recommendation pages we implemented, the storm damage page and the slate roofing page, saw a 180% increase in traffic and a 160% increase in traffic, respectively. The updated meta titles and descriptions for the commercial TPO roofing and commercial EPDM roofing pages saw a 230% increase in traffic and a 200% increase in, respectively. As a home services marketing agency, we were pleased with these numbers.


Just like each client is different, each strategy or campaign we implement is different. Throughout this marketing case study, you can see how well each approach performed for the client. Over the last year, Biniek Specialty Contractors, LLC generated most of its traffic from the services areas they wanted to target. They also rank first on the search engine results page when you search “roofing contractor in Mt. Holly Springs” and are the leading Google My Business displayed when you search “best roofing contractor in Mt. Holly Springs.” Overall, the strategies implemented by our digital marketing strategists were a huge success.

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