Engage Building Products is the parent company to EasyTrim, FastPlank, and QuickPanel subsidiaries. Their motto is to create and support products that solve common problems in construction, saving time and money for homeowners and contractors alike. They offer a complete lineup of cladding and trim systems, each designed to be compatible with most manufacturers’ products. All of their products are manufactured in North America, and they pride themselves on building solid relationships with their customers.
what they needed
Toria Maxwell, from Maxxwel Marketing, came to Vigilante Marketing requesting assistance with developing three separate yet unified websites for Engage Building Products subsidiaries. Their previous sites for EasyTrim, FastPlank, and QuickPanel were all on different platforms without a cohesive design to ensure customers understood that they all belonged to the Engaged family of products.
what we did
Toria Maxwell (Maxxwel Marketing) was the project manager and content strategist. She re-worked the client’s previous EasyTrim site content to suit the brand refresh better, and interconnection between the three Engage products.
Vanessa Rusu, from Vanessa Rusu Digital Studio, created the design for EasyTrim, FastPlank, and QuickPanel websites. She used a different prominent color for each site to represent a cohesive nature theme, with EasyTrim’s primary color being green to constitute grass. In addition, she added similar call-to-action buttons to display consistency across all three companies.
Peter Vigilante, lead developer for Vigilante Marketing, built EasyTrim, FastPlank, and QuickPanel websites using the WordPress multi-site platform. This ensures they can all be easily managed by employees through a single dashboard. He also made a simplified system for client resources. Clients can now add many resources for salespeople to access, and they can download any necessary documents or files they might require for their installations.
The VM marketing team increased EasyTrim’s website impressions by 6000 per month and improved their average Google position by 8 points. They did so by first conducting an in-depth SEO audit and analysis. From the audit, they discovered potential errors that had become detrimental to their overall SEO health. They then worked on correcting those issues, which included confirming all H1 headers, meta titles, and meta descriptions were present and up to standard, redirecting or removing broken pages, adding keywords where necessary, and completing multiple UI updates.
In addition to conducting backend and on-page SEO tactics, Christine Ginther researched and wrote multiple blogs on the client’s website. She utilized the keyword and competitor analysis mentioned previously to create topics and content that benefit SEO and draws people’s attention to visit and explore the site and products.
When she took over their management, Katie Neudecker, the VM Marketing Manager, did a complete overhaul of the client’s Google Ads. Since then, Canadian ads have seen monthly average increases in clicks, impressions, conversions, and click-through rates. The most noticeable improvements were impressions at 9000 and click-through rates at 10%. The American ads have also seen monthly average increases to the same areas as the Canadian ads. Their most notable improvements were impressions at 14,000, an almost 100% increase in conversions, and the click-through rate at 12%.
Katie delivered these ongoing results by completing in-depth competitor and keyword analysis, checking weekly to ensure keywords and headlines weren’t missing or needing to be updated, adding beneficial extensions, and using tactical bid adjustments.
Christine Ginther, VM’s Account Executive, has recently created Meta and LinkedIn ads for EasyTrim and is currently conducting A/B testing. Numbers and results will be available within the coming months.