Abatiello Design Center
About
Abatiello Design Center is a distinguished remodeling and flooring company established in 2007. Renowned for delivering quality craftsmanship within budget and on schedule, they cater to clients across Vermont, New Hampshire, and Upstate New York. Operating from Rutland, Vermont, Abatiello is recognized for its dedication to excellence and customer satisfaction.
The Challenge
Abatiello Design Center’s website, initially crafted by a firm specializing in flooring store websites, failed to reflect the unique identity and expertise of the company. It lacked the custom functionality needed to effectively capture leads and was cumbersome to update—simple content changes required costly assistance from the original developers. Additionally, the website’s structure was not optimized for local SEO, significantly hindering its visibility in local map pack searches and affecting its online presence in key service areas.
Goals
The primary objectives for the Abatiello Design Center project were to create a custom website design that mirrors the company’s commitment to high-quality craftsmanship and clearly communicates their service offerings. The new site needed to be user-friendly, allowing for easy self-management by the Abatiello team. Additionally, the project aimed to increase lead generation through form submissions and phone calls, enhance local SEO performance to improve rankings in local searches and the map pack, and facilitate the process of gathering customer reviews.
Innovative Features
Lead Capture Forms
Developed various custom forms strategically placed throughout the service pages to accurately capture leads. Each form’s conversions are meticulously tracked based on the specific pages they appear on, streamlining the lead management process. All leads are directly integrated into the client’s CRM, enabling swift and efficient follow-up by the sales team.
Iconography
Crafted a unique set of custom icons representing different services and flooring types. These icons enhance the website’s visual appeal and help differentiate content blocks, contributing to a distinctive and cohesive aesthetic.
User Experience Enhancements
Website and Navigation Redesign
Completely overhauled the website’s design and navigation structure to ensure that users can locate desired information within one to two clicks. Each department was given its dedicated page, simplifying navigation and enhancing user satisfaction. Additionally, multiple service pages were created to optimize local SEO, further boosting the site’s visibility and effectiveness in attracting local traffic.
Content Production
Conducted extensive buyer persona and keyword research to create new, optimized content for every page, resonating with the website users. This optimization ensures content relevance and search engine visibility. We also continue to post monthly blogs highlighting industry tips, news, and trends, keeping the site’s content fresh and engaging.
User Experience Enhancements
Increased Engagement
The newly implemented features and optimizations led to a 221% in leads within the first nine months post-launch. Additionally, there was a noticeable uptick in phone calls and direction requests through their Google Business Profile, demonstrating enhanced visibility and accessibility.
Enhanced Online Reputation
The introduction of a structured approach to review and reputation management significantly boosted Abatiello Design Center’s credibility with 42 new 5-star reviews acquired within just the first three months.
SEO Success
The targeted SEO strategies paid off, with Abatiello Design Center achieving a #1 ranking for multiple key phrases related to their industry, such as “flooring,” “floor repairs,” “flooring installation,” “flooring contractors,” and “home remodeler.” This top-ranking status has markedly improved their visibility in local search results, attracting more potential customers.
Working with Group6 has been an awesome experience. Working with Nate and his team has 100% put me ahead of my competitors. Nate and his team work right beside you as if they owned the company they are working for. My business has grown since Group6 has been working with me to another level. They have opened me up to opportunities that I never had before or even thought of. Thank You Nate and Group6 for helping me grow my business. You Are The Best!
Mike Abatiell
Co-owner
