The Challenge:
Digging Out of a Subterranean Web Presence
Egress Solutions, a regional distributor of basement egress (emergency escape) products in the Mid-Atlantic, came to Epic with almost everything needed to dominate a niche market: vast product inventory, a robust installer network, and experienced management.
The client expressed that although the new construction side of the business was more lucrative on a per-project basis (e.g., a bulk purchase for an HOA condominium association), retrofit leads tended to be steadier and add up over time – especially with more and more homeowners opting to finish their basements in jurisdictions requiring a means of egress.
The problem: the website was doing very little to educate potential retrofitters on egress products, functions, and benefits. Deficient content, unintuitive structure, and uneven technical performance served as serious barriers to capturing this audience segment.
- Significant content and keyword gaps limited visibility in search.
- Pervasive technical issues and spotty user experience (UX) were deterring visitors.
- Google Ads and landing pages were not set up to optimally target audiences within installer coverage areas.
The Solution
Building a Solid Digital Foundation
The Epic team developed a comprehensive strategy that included a revamp of the site’s content, technical fixes, and refined paid media reach.
The goal was to establish Egress Solutions as the definitive authority in the Mid-Atlantic by speaking directly to their varied audience and providing an educational, streamlined user journey, successfully driving referrals to their installer network.
Website content was significantly expanded to spell out the benefits and features of basement egress products.
Comprehensive Content Build-Out
Developing detailed product, manufacturer, and service area pages to educate customers on egress products, functions, and benefits, while cementing their presence across all service areas.
Epic created a series of Use Case pages to appeal to specific buyer segments.
Audience-Specific Messaging
Tailoring content to speak directly to key segments (homeowners, property owners, contractors, building suppliers, architects/engineers, and safety coordinators) to ensure relevance and drive lead quality.
Blog content is a good way to deepen topical authority and appear in search results for more specific keywords.
Navigation and Foundational SEO
Implementing improvements to site navigation and user experience (UX), and launching a blog featuring top traffic magnets like waterproofing and window well maintenance, significantly boosting organic traffic.
Local Search Competitiveness
Relaunched Google Ads campaigns to gain a competitive edge in local search results and drive immediate, high-intent traffic to the new site content.
The Result:
Egress Surfaces as Top Solution in Target Markets
The collective efforts of Epic's digital marketing, SEO, and content teams brought Egress Solutions into the light for customers searching for basement egress products.
- User acquisition more than doubled between 2023 and 2024, from 9,000 new users to more than 20,000
- Generated a 52% increase in leads year-over-year (2023 to 2024)
- Page speed health increased from a benchmark of 63% to 89% since website design refresh in 2022.
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