From Local Player to Market Leader: How a Countertop Company Captured the Metro Atlanta Market
This case study details the transformative journey of a premier countertop company in Alpharetta. Through a strategic, multi-year partnership with our agency, the company overcame significant digital visibility hurdles to dominate a competitive landscape, resulting in a 350% increase in qualified leads and establishing a powerful online presence across the entire Metro Atlanta area.
- Client: Premier Countertop Design, Fabrication & Installation Company
- Industry: Home Improvement (Countertops & Stonework)
- Services: Website Optimization, Local SEO, Google Business Profile Optimization, Backlink Building, Review Marketing, Conversion Optimization, Google Ads, Local Service Ads
Project Duration: 5 Year Partnership
Background
Based in Alpharetta, our client is a renowned artisan of custom countertops, stone accents, and tile backsplashes. With a reputation built on superior craftsmanship and high-quality materials like granite, marble, and quartzite, their local, word-of-mouth business was strong. However, their digital presence was minimal, leaving them virtually invisible in the broader, lucrative Metro Atlanta market. This case study showcases how a comprehensive digital strategy transformed their online footprint and turned their website into a lead-generation powerhouse.
The Challenge
The client faced one primary, significant obstacle that capped their growth potential: a lack of search engine visibility. Despite their expertise, they were failing to connect with thousands of potential customers searching for their exact services across the metro area.
Their main challenges were:
- Hyper-Local Confinement: Their online presence was limited to their immediate Alpharetta location. They were not showing up in Google search results or map packs for valuable surrounding territories.
- Intense Competition: The Metro Atlanta home services market is saturated with competitors who had a significant head start in digital marketing.
Ineffective Lead Generation: Their website was not effectively capturing or converting the traffic received, missing out on a reliable source of new business.
The Strategy
To achieve market-wide visibility and drive consistent lead flow, our team developed a long-term, integrated digital marketing blueprint. Our approach was not just about ranking for keywords but about building a comprehensive system to attract, engage, and convert high-intent customers across multiple online channels.
Our core strategies included:
- Dominate Local Search: Systematically establish top search rankings across dozens of high-value Atlanta-area cities and neighborhoods.
- Build Digital Authority & Trust: Implement a robust review marketing system and build a high-quality backlink profile to signal expertise and credibility to Google.
- Maximize Lead Conversion: Utilize advanced analytics and CRO techniques to turn website visitors into qualified leads at the highest possible rate.
High-Intent Advertising: Deploy a strategic ads strategy focused on Google to capture users actively searching for countertop services.
The Execution
Our team executed a multi-faceted plan, continuously optimized through monthly process calls and detailed analytics analysis.
- Foundational Website & SEO Overhaul: We began by optimizing the website’s technical health, speed, and mobile experience. We then developed and optimized unique service and location pages for every target city in the metro area to establish geographic relevance.
- Google Business Profile Dominance: We conducted a full optimization of their Google listing, ensuring every feature was utilized to maximize visibility in the crucial Google Maps “local pack.”
- Authoritative Backlink Acquisition: We executed a targeted outreach strategy to earn high-authority backlinks from relevant industry and local Atlanta-based websites, significantly boosting the site's domain authority.
- Automated Review Marketing: We implemented a system to automatically request reviews from satisfied clients, dramatically increasing the velocity and volume of 5-star reviews—a key local ranking factor.
- Strategic Google Advertising: We ran highly targeted campaigns on Google Ads focused on bottom-of-funnel keywords, complemented by Google’s Local Service Ads to generate high-trust, direct-call leads from “Google Screened” placements.
- Advanced Conversion Rate Optimization (CRO): Using website heatmaps and session recordings, we identified user friction points. We then implemented strategic website pop-ups for lead capture and optimized call-to-action placements to guide visitors toward contacting the business.
- End-to-End Lead Tracking: We deployed comprehensive call and form tracking to attribute every lead to its exact marketing source, allowing us to continuously optimize our budget for maximum return on investment.
Results
The consistent, data-driven execution of our strategy over five years produced exceptional, business-altering results.
- 350% Increase in Qualified Leads from online channels.
- Top 3 Google Rankings secured for high-value keywords across more than 15 Metro Atlanta cities.
- 420% Increase in Organic Website Traffic due to sustained SEO and content efforts.
- High Return on Ad Spend (ROAS) consistently delivered across all paid media platforms.
Conclusion: A Blueprint for Market Domination
This five-year partnership is a testament to the power of a comprehensive, patiently executed digital strategy. The client's initial challenge—being a top-tier craftsman invisible to a massive local market—was systematically dismantled through a holistic approach. By integrating foundational SEO, authoritative local signals, high-intent advertising, and meticulous conversion optimization, we built a predictable and scalable lead generation engine.
The success of this project hinged on transforming the client's website from a simple digital brochure into the central hub of their business growth. Today, they are not just visible; they are a dominant force in one of the nation's most competitive markets. Our ongoing collaboration will focus on further expanding their digital footprint into new service areas and leveraging emerging technologies to maintain their competitive edge, ensuring their business continues to thrive for years to come.