Architecture Company
Architect Sees 6x Increase in Traffic & Leads With HubSpot
Derek Leavitt is a partner at LA based architecture firm Modative. Founded in 2006, Modative specializes in contemporary residential and commercial projects. With no IT staff and no previous “experience with anything Internet-related,” Derek uses HubSpot to turn his website into a lead generation machine. “I saw the results quickly, so it motivated me to engage it more and use it more,” said Derek in the video interview below:
Challenge
In the past, Modative relied on word of mouth and existing contacts to attract business. “We did have a website but we weren’t bringing really much traffic to that website,” said Derek. His main marketing source remained business cards.
In order to grow Modative’s traffic, Derek invested in Google and Yahoo ads, but he realised that these marketing tools weren’t helping in the long term, and Google’s Blogger didn’t work either as it didn’t effectively transfer leads or SEO credit to his company’s site. “It felt like people would go to it and then leave it,” he said about his past blog.
Solution
Derek’s solution to expand online traffic and prompt site visitors to convert into leads and customers was HubSpot’s Owner product.
HubSpot transferred Modative’s marketing efforts from paid advertising to organic search traffic. Just 15% of the company’s incoming traffic in May was brought in by advertising (compared to over 80% in the past). The other 85% of referrals came from organic search. “Our traffic is very diverse now, which is what we would like to see,” said Derek. HubSpot’s search engine optimization tools enabled this change. Modative has now optimized all of its pictures and Google Images leads to 18% of the site’s traffic.
HubSpot Analytics gave Modative the capability to measure and track traffic and its sources. “That is something I check several times a day,” said Derek. He finds especially useful the keyword analytics, which enable him to monitor the keyword performance of his company, and also that of his competitors.
Modative has also used the HubSpot methodology to improve lead generation. Their website now has a Resources page where visitors can download guidebooks, whitepapers and other valuable information. In exchange for each piece of offered data, they asks visitors to complete a form, which helps them gather the contact information of targeted readership.
Another HubSpot solution they find useful is the Website Editor which enables them to easily make changes to their website. “One of the big things is having our website available anywhere. I can be at home on the weekends, I will have an idea and then I will change the site instantly,” he said.
Results
“It is pretty staggering, actually,” said Derek about the results of using Hubspot. “We had almost zero search traffic when we started,” he said, but only after a month with HubSpot, they attracted 257 referrers from Google only. This number has now expanded to 711.
Modative has increased its traffic from 639 visitors in January to 3,670 in June.
Their blog’s performance has increased significantly, attracting 1,063 visitors just in the last 30 days. It has 45 blog subscribers who engage with one another and leave comments. In optimizing their blog content, they use social media sites like Twitter, StumpleUpon and LinkedIn. “People will find an article that we blogged on and then, they will promote it,” he said.
“I really can’t say enough good things about what it has done for us in the short-term and, more importantly, in the long term,” said Derek. The HubSpot product have helped Modative successfully optimize search results and generate qualified leads.
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