Ballantine’s Digital Marketing Strategy Opens Doors for NJ Home Improvement Company

Home Improvement Contractor Digital Marketing Case Study


RWC Windows Doors & More

Home Improvement

SEO, Blogging, Social Media Marketing and Pay Per Click

Revenue increase of 143% in 2015 over 2014 plus a 159% increase in website traffic


New Jersey based RWC Windows, Doors & More is a family owned and operated company providing residential and commercial customers with high quality windows, doors, and kitchen & bathroom remodeling services since 1959. RWC works with contractors and homeowners to select the right products for their projects, and displays every product they offer in their 20,000 sq. ft. West Caldwell showroom.

  An Evolving Marketing Strategy

Prior to 2015, Ballantine had been providing very light SEO services to RWC. When the company decided they wanted to significantly increase their online presence for their residential services, they approached Ballantine about shifting their spend in newspaper print ads to a comprehensive and cost-effective online marketing plan. This included digital strategies in several areas:

Search Engine Optimization

Ballantine worked to improve RWC’s positioning in organic search results for a variety of relevant keywords based on topic and location. For example, one target for improvement was keywords relating to Essex County, where RWC is located.


A combination of blog posts and skyscraper posts (longer, more detailed content) were used to regularly add new and relevant content to the RWC website. Each piece was keyword optimized and married up to a corresponding Facebook post to drive traffic. Furthermore, the content covered topics that would be interesting to their target audience as well as Project Spotlights to showcase their work.

Facebook Marketing

Facebook posts were published every week on strategic and optimized topics. Customized holiday posts were also developed. RWC Facebook page fans were encouraged to comment on posts and to interact with RWC. Facebook posts were also cross-promoted between social media platforms.

Facebook Advertising

In addition to developing and managing a presence on Facebook, the company also implemented Promotions and Boosted Posts to increase local awareness and drive website and showroom traffic.

Pinterest Marketing

A RWC Pinterest page was developed to showcase finished jobs, idea books, and customer testimonials. The projects were logically grouped by room or topic, and boards were regularly updated as new projects are completed.

Houzz Marketing

Houzz is a specialty site designed for homeowners and commercial property owners to get design ideas and find professionals, so it was a great match for RWC. The structure is similar to Pinterest, so a similar framework of project boards was created. Customers also provided reviews of RWC’s products and services, including 17 five star reviews at the time of this case study.

Pay Per Click Marketing

Pay per click advertising was diverse and included keyword search campaigns, banner retargeting, banner display advertisements, and a small amount of Gmail advertising. Ballantine also created an optimized, mobile-friendly landing page for the paid campaigns that increased RWC’s conversion rate by 78%.


The three goals of RWC’s digital marketing strategy were to increase leads, increase website traffic, and increase impressions (build brand awareness and drive showroom traffic).

As a result of their new digital marketing strategy versus their previous newspaper print marketing, when comparing 2015 to 2014, RWC saw a:

  • 159% increase in website traffic
  • 40% increase in organic search engine traffic
  • 16% increase in leads
  • 74% increase in projects won due to the improvement in lead quality
  • 143% increase in revenue