Context Matters: Helping The Carpentry Group Build Their Online Presence

Understanding where a client has been and where they want to go is the foundation of any successful marketing strategy. The starting point was clear: The Carpentry Group wanted to evolve from relying on a salesperson for leads to generating their own and establishing themselves as a contractor with a strong online presence.

The Challenge: Starting from Scratch

The Carpentry Group faced a major challenge—building an online presence from the ground up. They had no website, no social media presence, and were largely leveraging HomeStars, a platform where potential clients could browse reviews and request quotes. They did, however, have a solid database of images and testimonials, which provided a strong foundation to work from.

The Solution: A Portfolio-Driven Website & Social Media Strategy

The goal was to create a website that would serve as a proof of concept—a showcase of their work that potential clients could visit for more details. Since trades are highly visual, having a strong online presence was key to building trust with potential clients. When someone found them on HomeStars and wanted to see more, they could visit a showcase website.

I proposed a minimalist maintenance design for their website that would feature their best work and the information necessary to build credibility, with primary conversion of ‘Contact Us’. The idea was to show rather than tell—potential clients would see the high quality of work through images and testimonials, which would help convert interest into business.

But I didn’t stop there. Recognizing a shift in consumer behavior, I recommended they expand into social media. While platforms like HomeStars and Google were still widely used by older consumers, younger generations like Gen X and Millennials were increasingly turning to social media first to find service providers. Instagram acts like a secondary website, where people go to verify whether or not they will buy from you. By tapping into these channels, we could reach an entirely new demographic.

thecarpentrygroup.co

Building Sustainable Growth

As part of our weekly mandate, we established a process for updating the website with new projects and generating content for social media. This provided a consistent flow of fresh, engaging material that kept their online presence active and appealing.

This strategic shift is paying off. The client is now noticing a steady stream of leads coming in from outside the HomeStars platform, demonstrating the effectiveness of diversifying their online presence.

Looking Ahead: Expanding Through Social Media Advertising

The Carpentry Group’s interest in growth has only increased. We’re now exploring the potential of social media advertising to further drive conversions directly from these platforms or their website. By integrating advertising into the mix, we can target potential clients even more precisely and drive higher engagement.