In 2016, MoldTech, a growing mold restoration and remediation company, approached us to expand its reach and enhance lead generation in the competitive Greater Toronto Area.
Despite being highly regarded for its effective mold remediation services, MoldTech recognized the need to elevate its digital presence to match its high-quality services and capture a larger market share.When they turned to Xi Digital, MoldTech had a WordPress website and was running a simple Ads strategy to generate leads. To support their ambitions to grow, MoldTech wanted to build a robust website that served as a foundation for all their marketing efforts and complement it with a strategically built digital marketing strategy that together would allow MoldTech to generate more leads and become a leading name in the local mold industry.
To create a sustainable and highly effective marketing platform, Xi Digital had the following objectives:
As Xi Digital set out to create a plan to catalyze MoldTech’s growth, two distinct challenges needed to be considered: a highly saturated market and the need to differentiate themselves from numerous competitors offering similar services.
To prime MoldTech for growth and to ensure that any marketing strategy would thrive, Xi Digital first started with a website redesign. Moving away from WordPress and onto Juicebox, Xi Digital’s easy-to-use and secure Content Management System, Xi Digital designed a completely custom website that would not only be well received by search engines but by many online searchers, from captivating banners and well-placed calls-to-action to relatable content and seamless branding.
The new Juicebox website would display a more identifiable design that would help distinguish MoldTech from competitors. At the same time, its unparalleled speed, security, and optimization would result in a more search engine-friendly website that would facilitate better rankings on Google and other major search engines.
To build trust and separate MoldTech from competitors, Xi Digital employed strong branding that offered continuity from the website to social media platforms and even custom-designed business cards. Beyond colour schemes, typography, and slogans, Xi Digital highlighted unique selling propositions, certifications, and testimonials -- building trust and creating a distinct impression.
The custom design was also modified for the mobile experience to give online searchers a user-friendly experience that was easy to navigate and visually appealing from the comfort of their cell phones or mobile devices. The mobile responsive design allowed the website to adapt to mobile-first ranking factors from Google and other major search engines, which prioritized the mobile website experience in their organic ranking algorithm.
Being one of the first in the industry to incorporate a mobile responsive design that adapted to different devices and screen sizes allowed MoldTech to convert more traffic from people calling and searching from their phones.
With a new website launched, Xi Digital created a tailored marketing strategy that encompassed Search Engine Optimization and Google Ads, which was designed to maximize MoldTech’s visibility across the Greater Toronto Area.
The Google Ads strategy was designed by understanding how consumers and online searchers behaved when looking for mold related services. With many years of experience as an ally in the mold industry and a deep understanding of local users’ behaviour, demographics, and search intent and behaviour, Xi Digital was able to build a fine-tuned keyword strategy based on search intent that drew the attention of people who were most likely to book their services.
Xi Digital’s success with ModlTech’s search engine optimization started with the new website. After moving away from WordPress, the smart design, improved site speed, more intuitive navigation, and refined on-site optimization at the point of launch created a robust foundation that allowed MoldTech to move up the ranks. To further encourage positive movement in the search rankings, the Xi Digital content team developed articles, resources, and service pages that went beyond meeting SEO best practices. The Xi Digital team used their expertise in all things mold to build out content that was authoritative, informative, and search engine friendly. This not only sent positive signals to crawlers and search engines, but the robust, comprehensive content strategy established MoldTech as a reliable online resource for property owners who would eventually come back to MoldTech when they were ready to bring in the professionals. Together, smart link building and highly effective content marketing allowed MoldTech to rise through the search rankings, giving MoldTech many top of first-page positions.
After implementing the newly redesigned and optimized website with a results-oriented marketing strategy, MoldTech saw an increase in website traffic over 2,400% and lead conversions skyrocketing over 1,100%.
In 2020, the global COVID-19 pandemic hit, resulting in uncertainty for all businesses, including those in the remediation and restoration. With more people spending time in their homes, it was clear that mold inspections and mold removal should be in demand, but competition increased in the industry as others invested in their digital marketing.
Fear surrounding letting contractors into your home created hesitancy to work with contractors. MoldTech pivoted to changes in consumer behaviour by offering more remote consultations and enhanced safety protocols for in-home visits. Xi Digital highlighted these adaptations with on-site messaging, through Google Business Profiles, and in ad copy.
Despite the unpredictability of the pandemic, Xi Digital was able to adapt the strategy to the changing times, allowing MoldTech to continue to hold top spots in the Search Engine Results Page (SERP) and through Google Ads, solidifying MoldTech’s spot as a leader for mold in Toronto and beyond.
As the economy fluctuates, mold remains a persistent problem in Ontario’s buildings, from homes and cottages to offices, warehouses, stores, and more. To continue to maintain their dominance online, Xi Digital plans to support MoldTech in expanding their advertising and online presence to social media, reach new audiences with Microsoft ads, and revamp their online presence with a refreshed site that retains the brand identity but offers an enhanced a user experience that accounts for modern search behaviour and changing customer expectations.
Partnering with Xi Digital can revolutionize your business. Our team of experienced specialists will collaborate with you to create resilient and effective digital marketing strategies tailored to your unique needs. We focus on the results that matter most to you and your business.
To discover how we can help you achieve your marketing goals and enhance your bottom line, book a consultation.
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