J.H. Hiers Construction
Founded in 2004, J.H. Hiers is an established name in the sitework industry. After years of serving the communities of Beaufort, Charleston, and Walterboro, they decided it was time to update their online presence to maximize its usefulness and accessibility.
Coordinating with their executive team, we established a set of pain points that address their concerns. One concrete goal we identified early: we want to attract skilled talent to the J.H. Hiers’ team.
To do this, we revitalized their existing content and expanded upon it to better showcase J.H. Hiers’ company culture and capabilities. Our immediate objectives were a complete overhaul of their current website, the development of new avenues of content, and an increase in company visibility via social media storytelling.
Our comprehensive strategy with J.H. Hiers involved a complete overhaul of their online presence. Their website, at the time of our onboarding, was minimalist. With little content to attract clients or applicants and lacking basic Search Engine Optimization (SEO), the site maintained an average of 30 visitors per month.
A primary goal for J.H. Hiers was increasing interest in employment. Achieving this goal was a multi-step process. First, we enhanced their website, using it not only as a platform for corporate identity but also as a way of featuring the company’s unique ideals and culture.
Our next step was using a combination of social media and paid advertising to drive traffic to the website, encouraging would-be employees to submit their application by featuring the company’s best aspects.
One particular challenge was working within J.H. Hiers’ initial framework, which was limited by a largely outdated and neglected website, a lack of cohesive strategy, and a nonexistent social media presence. Building from the ground up, we’ve implemented our strategy simultaneously to get everything in place as fast as possible.
Branding: Significant updates have been made to the company brand while also maintaining its visual integrity. We’ve also updated its verbal identity to better exhibit J.H. Hiers’ narrative and goals.
Media Deliverables: We developed and continue expanding a database of media imagery, utilizing on-location drone footage and professional photography to capture jobsite expertise, staff professionalism, and corporate storytelling.
Web Deliverables: A complete reconstruction of their website was performed to include featured projects, a personalized company story, a current gallery of images, client testimonials, team photos, and a section dedicated to industry blog articles to help them reach their goal. We also worked directly with their human resources department to develop and maintain a detailed online application.
Social Media Management: A social media presence was created and is being maintained to stay inline with the current company objective to expand online visibility. We’re also working to grow relationships as an active member of the online construction industry community.
Paid Advertising: To enhance and complement organic SEO results, we continue targeting, tracking, and researching new and existing client bases to promote awareness, generate interest, and drive consideration. The application of these paid resources is surgical, applied only where optimal outcomes are the most likely.
SEO Content: Website visibility and user engagement are being enhanced through SEO-focused copywriting.
Monitoring/Iterating: Using and leveraging industry-standard monitoring software allows us to track improvements to website traffic, ranking factors, competitor positions, and social media metrics, adjusting strategies as needed.
Project Update: After the launch of the site, and in a little more than a year’s time, the website generated more than 340 employment applications. The site also enjoyed a 423.4% increase in website traffic.
- Digital Marketing Strategy Determined
- Flow Chart of Tasks and Timelines
- Site Visits to Capture Photo + Video Assets (multiple visits throughout process and on-going)
- Social Media Content + Community Management Begins
- Content Writing
- Logo Reformatting
- Website Prototype Build
- Custom Coding
- Prototype Team-Review
- Functionality Testing
- Design Applied to Website Pages
- Professional Team Photoshoot
The new website retains the logo, color palette, and overall feel of J.H. Hiers while introducing custom edits to graphics, new CSS code, premium fonts, SEO copywriting, and an internal linking strategy. We deployed various social media accounts to create content that interests potential clients and employees, driving website traffic.
The website also offers a much wider range of content. A combined use of visual media and relevant verbiage showcases J.H. Hiers’ quality work and compelling company culture.
- WordPress Website
- Custom Theme
- Custom Graphics
- Video Embedding Service (not YouTube or Vimeo)
- Online Employee Application Form
- Blog Architecture
- Google Analytics Tracking
- Facebook Pixel Tracking
- Conversion Tracking
- UTM Tracking
- Lead-Capture Integration
- Page Speed Optimization
- JavaScript Optimization
- CSS Optimization
- Antivirus/Firewall Protection
- Image Compression Optimization
- Daily, Weekly and Monthly Website Maintenance
Our deliverables include a modernized logo, a cohesive visual identity, and a targeted messaging that resonates with J.H. Hiers’ audience. By capturing their company culture and project highlights through professional photography, we’re also creating an entertaining social media presence that attracts users to the new website.
The redesigned website, now fully optimized for search engines, boasts a user-friendly job application process, showcases projects with impactful imagery, and features a compelling narrative about the company’s founder, its values, and the benefits to potential employees.
While the project has been and continues to be successful, our work continues with monitoring, iterating, and adapting to challenges as they arise.