AAASCO.com

AAA Service Company is a somewhat unique business. As a mid-sized demolition company in a rapidly developing market, every customer signed is possibly worth tens of thousands of dollars, and traffic numbers that would be miniscule in some settings can add up to millions of dollars in revenue. That places very high value on user experience – every customer who bounces off of a landing page represents potentially thousands of dollars lost.

Many customers were also regular homeowners suffering after a storm or a flood, this was also the first and last time they would have to interact with a demolition company. As Director of Marketing for AAA, a big part of my job was to ensure they felt safe with us. A lot of work went into understanding our customers' questions and designing the flow of the site to answer them before they even knew to ask. Doing that legwork for them emphasized our commitment to their experience of the process, not just to the outcome.

I attacked the bounce rate for our site through relentless A/B testing with Google Optimize, driving it to 7% below the industry average at the time of my departure. One of my signature flourishes that separated the site from a simple business listing is the active and vibrant “Completed Projects” blog, where I crafted engaging, narrative, locally-targeted content across multiple social media channels to drive web traffic and brand awareness. I also scored a major Local SEO coup by embedding relevant location data in every blog post and then tying them back to our Service Area pages. This strategy of internal linking and aggressive keywording paid dividends in the "demolition company near me" race, driving average daily impressions to nearly triple while also doubling CTR during my tenure.