Case Study: Consumer Home Improvement Retailer


  • Monthly visits increased by 52% since October 2009
  • Organic traffic Increased by 92% since October 2009
  • Goal conversion rate increased by 216%
  • Bounce rate of paid visits decreased by 33% since October 2009
  • Over 25 keywords and phrases on first page of Google Search results


This client is well known for their amazing work in home remodeling, additions and interior design. Founded in Northern Virginia in 1985, the company continues to receive national recognition for their talent and level of craftsmanship. When the client came to Pop Labs, they were looking for a way to reorganize their website and use it as a stream of revenue for their business. Their website was outdated, provided little content, and did not capture the professionalism and company culture that was being shown through other avenues of marketing.

Campaign Development

The client recruited the assistance of Pop Labs to update the company website so that it complements the look of their current marketing materials. Recognizing the critical need to stay on schedule, Pop Labs quickly and efficiently developed a design based on the client’s established branding and published a website that could accommodate the company’s large portfolio gallery and need for regular updates. Through brainstorming and research, Pop Labs developed a well structured sitemap and created funnels that would better navigate visitors through the site, and to a contact form or point of contact within the company.

Because the home improvement market is large and competitive, Pop Labs optimized the website page by page and developed a well rounded pay-per-click advertising campaign. Researching every possible keyword for the industry and modified verbiage provided Pop Labs with a substantial amount of information keywords and phrases to improve page rank in search engines. Results show the site is pleasing and well received by all audiences.

Performance Results

Within the first 3 months of launching the website, traffic increased more than 50% over the initial month, and the client enjoyed a 200% conversion rate increase for form submissions and received phone calls. The average visitor views eight to nine pages of content and stays on the website for over five minutes; well above the industry average in their area. The site has also achieved first page ranking in Google for over 25 keywords and phrases directly associated with their services.

Services Implemented

  • Search Engine Optimization
  • Pay-Per-Click Advertising
  • Web Design

Visitor Increase


Goal Conversion Increase


Keyword Rank Increase