Euroshield Rubber Roofing
How Inbound Interactive Helped Euroshield® Increase Website Sales Lead Conversions by 31% Year-Over-Year
Euroshield® manufactures eco-friendly rubber roofing products. Their products are trusted around the world to protect homes and commercial buildings from the worst hail, heat, wind, and rain.
“With Inbound Interactive, we’re not guessing, and we’re not wasting money on things we hope will work. Inbound know what needs to be done to be successful. Every recommendation they make is based on logic, reason, and good business practices.”
– Brian Eberle, Director of Marketing & Sales at Euroshield®
69% increase in website traffic from 2015 to 2017
31% increase in website sales leads since May 2015
1,400+ website sales leads since 2015
#1 organic SEO rankings for 30 targeted keywords
Challenges
Lack of Visibility & Poor Market Penetration
Euroshield develops some of the world’s most revolutionary roofing products. Their ‘rubber roofing’ is both eco-friendly and nearly impervious to the elements, making it the perfect solution to hail and other adverse weather.
Despite the high quality of their products, search traction and market penetration were longstanding problems for Euroshield.
“Our Google presence in the US was abysmal, to say the least,” Brian, Director of Marketing and Sales at Euroshield, rues. “We ranked #1 in local search—in Alberta and most of Canada—for terms like ‘rubber roofing,’ but in the US, we were on page #7 for the same keyword, which meant we didn’t exist.”
Euroshield’s team lacked a dedicated SEO expert or IT department, so they relied on others to optimize their site, increase their visibility and guide their ad campaigns.
“We’re not very technical. Terms, like ‘bots’ and ‘metatags’—that’s all Greek to us,” Brian laughs. “We rely on the help of SEO experts to clearly show us: ‘here’s where the money’s going’ and ‘here are the benefits.’”
So when Brian found himself hunting for a new SEO solution, he knew what challenges their solution needed to overcome and what qualities they should possess.
“We needed someone who could manage everything: AdWords, SEO, and our website,” Brian reflects. “We needed someone who could work with our budget and show us meaningful results.”
Brian was also keen to find an SEO expert with other virtues: locally based, able to communicate a clear strategy, and able to understand and communicate Euroshield’s unique value.
“Our product is virtually hail proof; we have the most hail resistant roofing product on the planet.” Brian beams. “We needed to get that message out to the right people.
In Inbound Interactive, Brian found the perfect fit.
“We needed someone who could manage everything: AdWords, SEO, and our website. We needed someone who could work with our budget and show us meaningful results.”
Solution
Dedicated Landing Pages, Full-Service SEO, & Expanded AdWords Campaign
Inbound Interactive, a Calgary-based firm, checked off everything Brian wanted in an SEO agency. They reached out to them, and he was impressed by Inbound’s methodical approach.
“Inbound took the time to learn about us, our industry, and how we operate,” Brian marvels. “Inbound Interactive did a thorough analysis of our SEO and prepared an extensive report on where we were, including our positioning in the marketplace, before offering us any suggestions.”
The largest improvement Inbound Interactive proposed was quadrupling Euroshield’s SEO and AdWords budgets—not a change to be taken lightly.
“It was a lot to ask,” Brian admits. “But they were frank with us—Inbound Interactive told us honestly what we could do with our budget.”
Inbound Interactive’s rationale eventually won over Brian and the rest of Euroshield’s management team.
“They went through all the technical stuff, very steady. They respected our level of knowledge and brought us up to speed on things we needed to do on the SEO side,” Brian says. “I appreciate that Inbound Interactive could explain every dollar’s investment, and exactly how the money would benefit our business. Inbound and his team earned my trust.”
Euroshield’s expanded budget allowed Inbound Interactive to refine Euroshield’s offering in US markets. They built dozens of location specific landing pages and 20 different location specific pieces of content to generate traffic in Euroshield’s primary markets.
“Inbound Interactive suggested running targeted ‘hail campaigns,’ that would showcase our product’s effectiveness against hail, in places like Texas, Kansas, Colorado, and Oklahoma,” Brian says. “These are the States with the highest inquiries right now, so we know what they’re doing is working.”
Inbound and his team also launched an SEO campaign to optimize Euroshield’s site for local and organic search. They customized Euroshield’s Google My Business page, helped develop original targeted content, and even developed custom badges for installers to place on their website—resulting in dozens of high-quality links.
“They created landing pages and content (including videos, blog posts, and site copy) to drive traffic,” Brian says. “Best of all, we’re really drilling down into our target market. We’re targeting highly relevant terms and not just ‘roofing’ in general.”
Brian now sees how valuable the additional investment in AdWords was, and he appreciates Inbound Interactive’s candor even though he had little to gain.
“Inbound Interactive doesn’t make any money on our AdWords, so they’ve got no ax to grind. But they told us we need to bring our budget up, and now we see why.” Brian smiles.
“We’re a manufacturer. People aren’t coming to our site and ordering a hammer; they’re coming to our site for information. Google is where the public goes to learn about any product they’re considering buying, which means we need to stand out.”
“They could explain every dollar’s investment, and exactly how the money would benefit our business. Inbound earned my trust.”
Results
69% More Traffic & 31% More Sales Lead Conversions
Euroshield’s online presence has grown significantly since Inbound Interactive began working with them back in May 2015. In just two years they’ve seen a 69.04% increase in traffic. They’ve also enjoyed a 39.39% increase in sales lead conversions year-over-year.
“Our paid ads and account for 19% of our traffic,” Brian says. “But what’s really impressive is that 60% of our traffic is organic—that’s phenomenal!—and it tells me that what Inbound Interactive is doing is working.”
Not only is Euroshield’s site traffic higher than ever before, but the quality of leads coming through has also drastically improved.
“We used to have a lot of traffic, but it wasn’t converting,” Brian remembers. “Now the inquiries coming in are from the right people—architects, roofing contractors, spec writers—very high-quality leads.”
Plus, Euroshield’s web presence in both Canada and the US has never been stronger.
“Now we rank #1 for 30 out of 35 of our targeted keywords and phrases, and we’re on page one for 32 out of 35 in Canada. And the keyword we used to rank on the seventh page for, in the US? Now we’re at the bottom of page #1.” Brian beams.
Euroshield’s strong search rankings have had other unexpected windfalls, such as a recent contract to replace the slate roof on The Old Course Hotel in St. Andrews, Scotland.
“We just finished roofing the Old Course Hotel in Scotland. They needed a solution that could withstand golf balls constantly being driven into it, and they found us on the web,” Brian laughs. “More and more people are finding us, and it’s clearly a result of Inbound Interactive’s efforts.”
Best of all, Brian knows that Inbound will always shoot straight with him and that he can trust their advice.
It takes a while to develop trust and faith, but we have it. If I want to improve a particular area, I know Inbound always have a suggestion of something we should be doing or could be doing.” Brian says.
“They’re especially good at using SEO lingo and then explaining, ‘Ok—here’s what that means, here’s what we’re trying to accomplish, and these are the tools we’re trying to implement.’ That goes a long way.”
For a company like Euroshield, who put their faith in the expertise of SEOs, that trust is the most valuable benefit of all.
“With Inbound Interactive, we’re not guessing,” Brian emphasizes, “and we’re not wasting money on things we hope will work. Inbound know what needs to be done to be successful. Every recommendation they make is based on logic, reason, and good business practice.”