From Nowhere On The Map To Top Search Result For This Epoxy Flooring Contractor

Orange Door Epoxy Flooring & Painting Pros in Maricopa County, Arizona

The Background

When it comes to running a successful business, it’s not always about who spends the most on marketing. Sometimes, it’s about having a simple, well-executed plan.

That was the case with Dustin Magley, the owner of Orange Door Custom Coatings (which was once known as Orange Door Painting).

Dustin’s business was relying heavily on word-of-mouth referrals. Most marketing gurus will advise against that, saying a business can’t thrive on referrals. Of course, they’d be out of a job if they told you that building this referral pipeline is a solid way to survive in the contracting business.

But, as Dustin’s company grew, he needed a more sustainable marketing approach, so he contacted us. He had just invested in a new $5,000 website, which was… poorly built, to say the least.

Your website should be your best salesperson, providing all the information homeowners need to feel confident in requesting a quote. That’s why we build websites that drive lead generation by using proven techniques in conversion optimization and marketing psychology.

But the website wasn’t Dustin’s only issue.

To build a strong contracting business, one of the first things you need is a clear understanding of your numbers.

At Contracting Empire, we believe in data-driven decision-making. By analyzing your revenue streams, profit margins, and client acquisition costs, we identify opportunities to boost your profits and align your strategies with your business goals.

Knowing these numbers allows us to create tailored marketing strategies that directly impact your bottom line.

The Challenges

Poor Website Navigation

Imagine you’re a homeowner looking for a contractor. You visit their website hoping to find the information you need quickly.

Instead, you find a maze: buttons that don’t work, services you can’t locate, and an “About” page that’s impossible to find.

When homeowners visit your site, they want clear answers and confidence in your ability to handle their project. They don’t want to waste time trying to figure out where to go.

That’s where conversion-focused design makes all the difference.

We start by creating a welcoming experience. Engaging content and strong visuals build trust with your potential clients from the moment they arrive.

We know the common questions and concerns homeowners have — about costs, timelines, and more — and we address them head-on with clear, concise messaging. This reduces hesitation and keeps them engaged.

A user-friendly website isn’t just a nice bonus. Homeowners need to find what they’re looking for immediately. That’s why we design sites with easy navigation, clear calls-to-action, and simple access to contact details, so potential clients can reach out without any trouble.

Not Enough Reviews

Say you’re a homeowner looking for a contractor to handle a renovation. You hop on Google search for contractors, and what’s one of the first things you check?

Reviews.

This is where your Google Business Profile (GBP, for short) comes in. Your GBP is the listing that appears when someone searches for businesses like yours on Google. It shows your business name, location, contact info, photos, and customer reviews.

For most people, reviews are the deciding factor. They show you what other homeowners have experienced and help you decide if a contractor is the right choice.

Google values reviews just as much as homeowners do. Its goal is to show the most relevant and trustworthy businesses at the top of its search results.

Having a good number of positive reviews tells Google that your business is reputable, reliable, and deserves a top spot in local searches.

But it’s not just about how many reviews you have; it’s also about their quality. Google looks at how recent the reviews are, who wrote them, and whether the feedback is generally positive.

We showed Dustin the power of reviews to help him compete with businesses that already had hundreds. It’s not something that directly makes us money, but we’re always here to guide you and help you learn the ropes to get ahead.

Wrong Service Focus

Some of the clients who approach us are in an ideal situation: they offer their services in a high-income area with plenty of population and little competition for that service.

That was not Dustin’s case.

We set out to help Dustin rank higher for epoxy flooring services in Phoenix, AZ — a highly competitive market. Despite offering excellent epoxy flooring, his business struggled to stand out.

One major reason was the business name.

Before working with us, his company was called Orange Door Custom Painting. While that name reflected part of their service offering, it didn’t exactly scream “epoxy flooring specialists.”

Your business name needs to let homeowners know exactly what you do. A name that communicates your specialty can make all the difference in getting noticed.

So, we rebranded his business to Orange Door Epoxy Flooring & Painting. This change wasn’t just about the name; it was about using the right keywords to boost his Google Business Profile so people who needed his services could find him faster.

By including “epoxy flooring” in the business name, we made it clear to both potential customers and search engines that this business was a top choice for epoxy flooring in Phoenix.

The Strategy

Every business has its own set of challenges, goals, and opportunities. That’s why we don’t believe in a one-size-fits-all approach.

For Orange Door, the key was to improve their online presence and make their core service — epoxy flooring — stand out.

We started by focusing on organic strategies to build a strong foundation for their visibility and attract the right clients. Our goal was to increase their reach and generate qualified leads without putting a strain on their budget.

We also understand that cash flow is essential to any business. That’s why we tailor our recommendations to fit what you can comfortably afford. Whether you’re aiming for rapid growth or steady, sustainable expansion, we help you make the right choices for your situation.

At the end of the day, our goal is simple: to help your business grow effectively while keeping your finances healthy.

The Results

Clear Website Navigation

Revamping Orange Door’s website with a user-friendly navigation system was a game-changer. We created a framework that makes it easy for visitors to find what they need right away. When someone lands on Dustin’s website, here’s what they see:

Right at the top, the main five services are clearly listed. This instantly guides visitors to the exact service they’re looking for without any guesswork or frustration.

Website journey navigation has to be smooth sailing.

They’re on the website because they’re interested in your services. We just have to make sure they get the information they need before they lose interest.

Notice how the “About” page is the first one in the top menu.

As we mentioned before, this page is the most visited page on your website, second only to the homepage. That’s because people want to know who they’re doing business with.

And here’s the current footer menu. All seven main services are listed clearly, providing a roadmap for homeowners to explore everything Orange Door offers. Even if they came looking for epoxy flooring, they might find other services, like interior painting, that catch their interest.

This approach isn’t just great for the user experience — it’s also a smart move for SEO. Search engines favor websites with clear, organized navigation because it helps them understand your site better.

Every change made to the website is based on data, not guesswork. We use advanced tools to track every click, scroll, and time spent on each page. This data allows us to make decisions that enhance the user experience and drive more qualified leads into your pipeline.

Google Business Profile Optimization

Being listed as a general contractor is like being a jack of all trades but a master of none. It doesn’t clearly define what makes Orange Door stand out.

By narrowing its focus to epoxy flooring and painting, Orange Door positioned itself as the go-to expert in these specific fields rather than just another contractor lost in the crowd.

One of our key steps was to optimize Orange Door’s Google Business Profile. We updated the profile name to include keywords related to epoxy flooring and painting, making it clear what services they specialize in.

Search engines like Google continuously analyze your online presence to determine where your business should appear in search results.

Without that alignment between your GBP and your website, you risk diluting your online authority and sending potential customers on a wild goose chase. They might find you through a search, click on your profile, and feel unsure if they’re in the right place.

So, we also made sure their company name and branding were consistent everywhere online, adding “epoxy flooring & painting” to their logo and other materials. When everything lines up, Google takes notice, and that helps build your authority online.

These changes boosted Orange Door’s visibility, making it easier for people to find them.

As more folks found them and hired them for their services, Dustin got busy encouraging happy customers to leave reviews. As a result, they more than doubled their Google reviews, which makes the business look even more trustworthy.

This is just one example of how everything compounds in marketing. It’s never just one thing that brings in all those leads you want.

By pulling these many different levers, we got Orange Door to be featured in the local map pack, that sweet area at the top of Google search where a few lucky businesses get showcased.

Being in the map pack means more eyeballs on your business, more clicks, and, ultimately, more customers.

Climbing In Spite Of Fierce Competition

Doing business in a high-competition area like Phoenix, Arizona, is like playing in the big leagues. When you’re trying to grab the attention of homeowners, you’ve got to be ready for some slow growth at first.

These cities are where every epoxy flooring expert and their grandmother is gunning for the top spot. Everyone’s clamoring for attention, fighting tooth and nail to claw their way to the top of those golden three spots in the map pack.

This kind of competition means you’ve got to be smart, patient, and relentless. You might feel like you’re making little to no progress for a while, but when it finally clicks, it clicks big time.

Take a look at this screenshot from November 2022, showing where Orange Door stood in ranking compared to their major competitors.

Back in November 2022, Orange Door wasn’t ranking anywhere in the top 10 for most searches. They were only getting a few green spots on the map, mostly around their office — which is pretty normal since proximity plays a big role.

The green dots you see represent areas where his business ranked in the top 3 spots.

Orange dots show positions 4 to 10, and the red dots indicate rankings of 21 or higher.

As you can see, Orange Door only had a few green spots on the map, mainly right around their office, which is pretty normal since proximity plays a big role.

Now, let’s jump ahead to December 2023.

Those four green points around Dustin’s office turned into 12 green points over the course of one year.

Orange Door is now visible to more people across a much wider area, not just in Dustin’s immediate neighborhood.

This didn’t happen overnight.

It took months of focused SEO work, continuously optimizing Orange Door’s online presence, refining strategies, and adapting to changes in the market.

It’s like planting seeds; you don’t see immediate growth, but with consistent care and effort, you eventually get a bountiful harvest.

That’s why we always tell our clients to not pause their SEO or take their foot off the gas with their marketing. Consistency is what brings long-term success.

In the screenshot above, Orange Door took the third position in the rankings in December 2023.

It wasn’t just one thing that made this happen. It was everything working together:

Remember, progress like this takes time. But with the right game plan and relentless drive, you won’t just see results; you’ll make your competition wonder what hit them.