Pillar to Post Case Study
Despite their trusted brand, Pillar To Post had trouble turning that into an effective online presence. They faced stiff competition in a saturated market, and their organic traffic wasn't where it needed to be, despite offering excellent services. Online Image® stepped in and immediately recognized a disconnect between the franchise home office and discoverability at the local level. Let's dive into their case study and see what worked.
Addressing Digital Marketing Challenges
Part of the problem they faced was that franchisees in shared cities and territories were competing with each other for attention. As we assessed the challenges they were experiencing, we uncovered gaps in their SEO process that prevented specific locations from being noticed. It was a quintessential marketing case study that perfectly illustrated what so many franchise brands struggle with when it comes to ranking on search engines.
Introducing Franchise Marketing Solutions
We developed a custom solution that used a weighted round-robin system, assigning leads based on several factors, including response times. Our comprehensive plan also included redesigning the home office and franchise development websites. This involved researching personas for higher-quality content and implementing TLS programming.
In addition, each location has a dedicated territory page, and the home office controls a custom lead distribution system. This gives franchisees the chance to earn more business without competing with other locations for leads.
An SEO Success Story for the Books
Since 2019 to the present, our impact and return on investment are apparent with a 62% increase in total requests for inspections per week. 89% of customers who landed on a territory's page were not explicitly looking for PTP, indicating strong growth in organic brand discovery and local market reach.
Grow Your Franchise Like Pillar To Post
Online Image® has extensive experience helping franchises across various industries achieve their goals. We were able to make a real difference by implementing an effective strategy that aligned with our client's unique infrastructure. Pillar To Post™ Home Inspectors achieved great organic reach and growth for their business, and you can too.