Ayars Complete Home Improvements

The Challenge

Ayars Complete Home Improvements serves as a prime example of the potential impacts well-structured digital marketing and SEO can have on any brand. Having a surplus of leads - to the degree that you can effectively take on only the kind of jobs you love to do (on your timeline) is pretty much a dream scenario for any remodeling contractor.

Despite those early successes, digital marketing strategy and website content must constantly evolve in order to remain relevant in search results - especially in a crowded and highly competitive industry. Lead flow eventually slowed, prompting the Epic team to conduct a full overhaul of Ayars' homepage, service pages, and portfolio galleries. 

The Solution

Epic reapproached the Ayars website with Google's Helpful Content Update and E-E-A-T (Experience, Expertise, Authority, and Trust) Quality Rater Guidelines top of mind. 

Essentially, the content team treated each page as a trust-building exercise between site visitors and Ayars, which meant prioritizing authenticity. Original imagery, video, and insights drawn from the business owner's own experience and expertise informed the bulk of the content. The page structure and layout was crafted to put Ayars' capability, creativity, and quality in the spotlight. Project portfolio galleries were revised with an interactive "hot spot" feature, allowing users to learn more about the specific materials, finishes, and features employed in a project. 

Meanwhile, local search terms - of paramount importance to service area businesses such as Ayars - were distributed deliberately throughout headers and copy. A service area map, paired with a listing of specific towns and population centers, were inserted to lend additional context for "near me" and hyperlocal searches. 

The Results

Since the beginning of our client relationship in 2018, Ayars' impressions have increased a staggering 566.67%!