CASE STUDY

Stone Solid Strategy: AMC Countertops’ Journey to Digital Excellence

Company Overview

AMC Countertops was founded in 2002 in Fond du Lac, Wisconsin. Strategically situated about an hour away from major cities like Madison, Milwaukee, and Green Bay, AMC initially specialized in quartz countertops and was instrumental in introducing them to the Wisconsin market. 

Over the years, the company has broadened its offerings to include Dekton sintered stone, porcelain surfaces, and natural stones such as granite, quartzite, and marble. AMC Countertops caters to a diverse clientele, including Home Depot, builders, kitchen centers, and direct homeowners through their showroom, demonstrating a commitment to providing high-quality, customized solutions.

As they continue to expand their service areas, they aim to attract discerning customers who prioritize exceptional craftsmanship and innovative design in their countertop choices.

AMC Countertops Marketing Challenges

AMC Countertops encountered several marketing challenges critical to their growth and market positioning:

  1. High-End Market Targeting: AMC struggled to attract high-end customers who prioritized quality and customization. To overcome this, it needed a marketing approach that underscored the premium nature of its products.
  2. Website Performance Issues: The company’s website suffered from slow load times and poor mobile responsiveness, which hindered user engagement and overall customer experience.
  3. Low Foot Traffic to Showroom: AMC wasn’t attracting enough visitors to its showroom, which limited its ability to convert interested buyers into paying customers.
  4. Lack of Quality Retail Leads: The leads AMC was receiving were not of high quality, leading to wasted time and effort on prospects that didn’t convert into sales.
  5. Geographical Expansion: AMC aimed to expand its reach beyond its immediate region but lacked effective strategies for attracting customers in new markets.
  6. Increasing Organic Traffic: There was a pressing need to boost organic traffic to reduce reliance on paid ads and enhance search engine visibility.
  7. Content Optimization: The structure and quality of their website content needed improvement to engage visitors better and optimize for SEO.
  8. Customer Experience Enhancement: AMC sought to improve its online credibility by capturing more video testimonials that demonstrated customer satisfaction.
  9. Call Tracking Needs: Call tracking was necessary to gauge the effectiveness of their marketing efforts across different channels.
  10. Highlighting Unique Selling Points: They needed to emphasize their exclusive offerings as the sole regional distributor of certain products to stand out from competitors.

Industry

Kitchen & Bath and Stone Industry

Services Performed

  • Search Engine Optimization (SEO)
  • Google Ads Management
  • Google Display Ads
  • Facebook Ads
  • Call/Form Conversion Tracking
  • Website Care and Maintenance
  • Google Business Profile Management

100%

Google Ads Conversions Increase

100%

Increase in CTR

100%

Increase in Calls

100%

Form Submissions

Our Solution and Strategy

We overhauled their digital advertising and optimized their website to tackle AMC Countertops’ marketing challenges. We also refined our Google and Facebook ad campaigns to target high-end customers better, focusing on AMC’s commitment to quality and unique product offerings. 

Website improvements were extensive; we enhanced load times, boosted mobile responsiveness, and revamped the content structure to improve SEO performance and user navigation. These changes were designed to attract organic traffic and elevate the overall user experience.

Additionally, we implemented call and form tracking to monitor our marketing efforts’ effectiveness closely. This allowed us to adjust real-time strategies, ensuring optimal performance across all channels. Our comprehensive approach improved customer engagement and significantly increased conversion rates, showcasing the impact of our targeted digital strategy.

The results of these strategic initiatives were compelling. They yielded a 100% increase in Google Ads clicks, a 5.87% conversion rate, doubling the click-through rate, and more than doubling the number of form submissions. We also helped the business increase the number of calls and Facebook Ad clicks by over 100% each.

These metrics demonstrated significant improvements in engagement and conversion and positioned AMC Countertops for sustained growth and market leadership in the kitchen & bath and stone industry.

Let's Chat About Growing Your Business Online

The results AMC Countertops achieved can be yours, too. Whether you’re struggling to attract high-end clients, improve showroom traffic, or optimize your website performance, we’re here to help. 

Our expertise in the Kitchen & Bath and Stone industries allows us to customize digital marketing strategies that deliver measurable results and drive sustained growth. Contact us today for a free consultation and see how we can take your shop to the next level.