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We received a request from a client in New Jersey. The essence of it came down to the task of locally promoting a kitchen remodeling and renovation company in New Jersey. This niche was of interest to us, so we took on the local marketing for home services. This case study is about how to break into the Local 3-Pack in the kitchen remodeling niche in the USA.
How to Promote Kitchen Remodeling in the USA Local 3-Pack from Scratch
About the Project
PHS Construction is a company specializing in kitchen remodeling and renovation in the state of New Jersey. A unique aspect of the client’s business is that they are located on the border of two states and serve locations in both New Jersey and Pennsylvania.
At the date we started, the client had no Google Business Profile location. The website was underdeveloped and contained 10 unoptimized pages. We started the work with the website, as the foundation for local SEO.
As of the end of July 2024:
- The company was not represented in Google Maps (GBP) — no profile existed
- The website had no clear structure, no necessary pages, and lacked the basic elements required for effective promotion
Objectives:
- create a GBP profile and get it into the Local 3-Pack in New Jersey, USA
- increase the company’s visibility for the primary query: kitchen remodeling Philadelphia
Creating and Optimizing the GBP Profile
The foundation of the promotion is our Google Maps promotion strategy. More details about it can be found at the link provided.
Stages of work:
- Before populating the location with data, an audit of the niche and the nearest competitors was conducted
- Optimized the profile: filled in the primary and additional categories, company information, and brought the profile to full completion taking into account the client and the niche
- Added a service area: 11 locations. Having an address gives the profile an enormous boost — it is an important ranking factor. But even despite its absence, the location is growing steadily, which will be shown further below.
- Connected the website to the profile.
- Started posting to GBP and directories.
Website Content and Promotion
This work was also carried out in several stages. At this point, not all of the pages planned within the chosen solution structure have been created yet.
- An audit of the organic search results in the city of Philadelphia was conducted.
Special note: The client is located in Chesterfield, New Jersey — a small town with a population of approximately 10,000 people. At the same time, Philadelphia, the largest city in Pennsylvania, is located just 20 minutes away. We saw an excellent opportunity to expand the audience reach and attract more clients by focusing our efforts on promoting in that city specifically.
- Analyzed the semantics in Serpstat, compiled a semantic core, and gained an understanding of the future website pages
- By cross-referencing the competitor audit data, Serpstat data, and information about the client’s services, we defined 4 primary services: countertop remodeling, cabinet remodeling, ceiling remodeling, floor remodeling
- Using a silo structure as the foundation for the website, on the homepage (kitchen remodeling) we created several hubs: a hub for services, remodeling styles, ideas, and locations (Philadelphia neighborhoods)
- Developed the structure of page groups and their content
Results
Website Growth
From mid-December, the website began growing actively. This was driven by the increase in the number of target pages in the index.
As soon as traffic appeared on the website — we connected analytics and configured event tracking for user sessions. We defined micro-conversions — user actions on the website, and macro-conversions — actions that led to a lead (form submission, phone number tracking). The figure below shows the results for the last two months:
As we can see, a significant number of inquiries were received. And this is in a highly competitive and high-margin niche, where the cost of a single lead can reach up to $300.
Location Growth
The location was verified in September. And despite the fact that it operated for most of the time without an address — it delivered solid results.
Reach
September
January
Calls
September
January
Location Visibility
Here is the Local Falcon data on location visibility for “kitchen remodeling“. The goal has been achieved.
Conclusions
- Despite the fact that the project is still in progress and the website creation process is not yet complete (the plan includes adding another 35 pages) — the goal has been achieved. Further work should increase the amount of traffic and maintain the growth momentum.
- Given point 1, the company has started receiving leads. And quite a few of them.
- Breaking into the Local 3-Pack in a highly competitive and high-margin niche, in a large city, is extremely difficult — however, we managed to do it in 4 months.
- The cost of promotion services for this project is approximately $1,200 per month.
Do you have a kitchen remodeling business in the USA and want to improve your situation? Reach out — we will help!