Targeting the Right Leads:
How STORY's Location-Based Ads and Retargeting Strategy Helped BLE Generate Qualified Traffic and Maximize Sales
Bunnell Lammons Engineering (BLE) is a geotechnical, environmental, and construction materials engineering firm. Based in Greenville, S.C., BLE has provided industry-leading customer service and team values for more than two decades.
As an established, top-tier engineering firm with an expanding portfolio, BLE needed its website to be as burgeoning as they were. Their existing site didn't allow for quick or easy changes and was proving to be an SEO challenge. We utilized BLE's existing website design and developed it on our STORY Editor platform, providing them with a true marketing tool that aided in search engine optimization and site speed. As their marketing agency, this allowed us to capitalize on their new website for targeted campaign conversions and hyperlocal advertising efforts.
To grow Bunnell Lammons Engineering, we needed to target specific people and show up in search for the keywords they may be using. Through location-based targeting, we were able to show ads to specific companies by utilizing their office addresses. After users made a visit to the website, we deployed a comprehensive retargeting strategy that showed them specific banner ads, with creative that we produced to be relevant to the page they visited.
We followed up this direct targeting strategy with a robust Google Ads plan that captured relevant traffic and minimized irrelevant searchers and terms. It was important for us to generate as much qualified web traffic as possible so their sales team wouldn't have to field unqualified leads.
Custom Sidebar Menu
BLE needed a few key pieces of custom functionality to keep their website user flow connected. The first was a portfolio system that made it easy for their internal team to upload new project content, and instantly publish it beautifully on the web. Not only did we accomplish that with an intuitive backend interface and front-end page template, but we were also able to build a simple, yet effective project filter that enhanced the user experience.
The second custom need was a sidebar menu system that organized the Projects, Markets, and Services inner pages. We employed a lite solution to do just that so that visitors could find the information they needed, as quickly as possible.
Project Portfolio Filter
Project Page Template