The Challenge
Holly Construction entered 2025 with a change in business priorities. Financing pressure and fewer custom-residential inquiries made a broader project mix increasingly important, with education and government construction becoming a greater focus.
The company’s digital presence still reflected earlier priorities, including winery and tasting-room work. That created a gap between the projects the business wanted to pursue and the information prospective buyers were finding online.
Facilities directors, school representatives and government buyers needed to find relevant construction capabilities, experience and project information when evaluating the company. At the same time, residential, commercial and multi-family work remained important parts of the business.
The project mix was changing. The digital program needed to give new construction buyers a clearer view of where the company was ready to grow.
The Solution
WSI Consultant Ryan Kelly and his team were nine years into their relationship with Holly Construction when the company’s priorities shifted. That history gave WSI useful context on the company’s services, search performance, existing content and local market before making changes to the program.
WSI created a dedicated education and government services page so buyers in those sectors had one place to assess relevant construction capabilities. Links from other areas of the site connected that page to the broader website experience.
Search and content priorities were adjusted around the new project focus. WSI published 36 blog posts across the company’s main service categories, added FAQs throughout the website, strengthened internal links and updated the Google Business Profile at least twice each month.
Social content also changed. Alongside finished projects, the company began showing active construction stages, employees, day-to-day work and collaborations with North Bay partners.
Measurement stayed tied to the business objective. WSI tracked first-time callers, total calls, organic traffic, form submissions and the channels bringing prospective clients to the company.
Nine years of performance history helped WSI identify what needed to change while continuing to support the construction markets that were already performing well.
The Results
First-time callers increased 106% year over year, from 391 to 806. That metric helped distinguish new prospects from existing clients, suppliers and repeat callers, making it especially useful as the company pursued new project sectors.
Tracked phone calls increased 77%, from 583 to 1,033, while organic sessions rose 76%, from 19,333 to 34,027. Organic form submissions increased 45%, from 40 to 58.
Search and local visibility both contributed to call activity. Of the 1,033 tracked calls, 594 came through the website from organic search and 439 came through the Google Business Profile. One blog post also generated 1,246 organic sessions after recording no traffic in the previous comparison period.
During the same period, Holly Construction reported its strongest revenue year in its 35-year history. That result provides important business context for the period without attributing revenue growth solely to marketing.
First-time callers more than doubled, giving the business a clearer signal that more new prospects were entering the pipeline.
Has Your Business Moved Into New Markets?
Make sure your search presence, content and measurement reflect the customers and opportunities your business wants to pursue next.
