June 15, 2021

Hi, Melissa! I've put together a game plan for a website that can highlight what you do with an emphasis on hotel renovation. We will want to build the site around capitalizing on this niche.

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Goals & objectives

Cater a digital experience for those looking for renovations and new builds. This should include resources, services, and a scheduling feature/CTA for decision makers to get in touch with you. There is a purpose for several pages, but we can do it more effectively and efficiently than we are doing it now.

Key Components of the Build

Site Pages

  • Home Page - Eye catching, overview of services, pushes to next step in the funnel.
  • CMS (Content Management System) Pages For Services - Hotel New Construction, Hotel Renovation, Gaming & Resorts, Retail/Restaurant Pages, Project Management, & ADA Compliance
  • CMS Pages For Areas (For Keywords) - NV, CA, AZ, NM (More on CMS below)
  • About - I can use the packet you gave me to make a team page. This will help build credibility.
  • Resources - We can develop a CMS to easily publish resources and content. We will want to decide how we want to run our content schedule (more on this in marketing proposal). Two Resource Samples.
  • Contact - General contact page with CTA (possibly a scheduling system).
  • Client Login - Will be a link that directs to procore

Micro Conversion (A resource or guide/free consult/etc.)

  • Remember the Yes Rule - Remember if people say yes once they are exponentially more likely to say yes again (same applies to no). It is important for the visitor’s first answer to be a yes (which is especially challenging for high-involvement services) Below are some ways you can build micro-conversions without much effort in order for the first answer to be YES!
  • Some examples could be offering a free e-book (book made once and automatically sent out), offering an evaluation, or simply providing content that collects sign-ups.
  • Ideally, you would want to A/B test in order to determine the best micro-conversion offering. We can help develop out this strategy further, but we will build the site to encourage a goal or conversion.

Other Key Components

  • Image Optimization - Reducing the file size of your images as much as possible without sacrificing quality and putting in alt-text (helpful for SEO)
  • Lead Automation - We will have a viewer submit information (e.g. email) and that data will go through to a CRM (customer relationship management) or spreadsheet (e.g. automate marketing communications on sign up). More information on lead automation below.
  • SEO Focused - We will build the website after detailed keyword research. We want to see what people are searching for in the industry. I provided some preliminary research free of charge (in the email).

Part II - The Solution
The Solution

We will accomplish this task by developing area and service pages that capitalize on specific keywords e.g. "Hotel Renovation Contractor Las Vegas" or "Hotel Contractor Arizona".

Content Management Systems (CMS)

CMS is typically used for enterprise content management and web content management. CMS will be used for a dynamic resource center and specific area pages for SEO. We want to be able to update this content seamlessly and easily edit after launch. The CMS will allow us to do that. I would design a webpage one time that gets populated dynamically by a database. This is so important because we want to be able to target certain areas with specific webpages. The only way to do this in an SEO friendly and cost/time effective way is through a CMS.

For more information on CMS please view the section of this page labeled "Dynamic Content For a Dynamic World"


Tracking For Strong Analytics To Improve ROI

Development Includes the Following Integrations

Google Tag Manager, Analytics, & Social Pixels- Snippets of code to track valuable user data. This snippet of JavaScript collects demographics, performance data for your websites and ads, and other actionable data.

Full Story - Full Story is a tag that enables Google Tag Manager to capture visitors interactions with our website (Video Recording).

Automation For Scalability & Growth

Inquiry - I recommend using a CRM (e.g. HubSpot) , but we can also build an integration that is compatible with a spreadsheet or possibly your current CRM. You can automate this for conversions and scheduling a meeting. Once they are in our CRM we can automate Email & SMS strategy. You are able to automate marketing efforts such as sending a welcome email, a newsletter, or an automated reminders for appointments. This is where we can use automation to save thousands of hours in time.

Investment overview
Custom/Lead Generation
Custom Back-End (CMS)
Tags, Analytics, and Pixel Integrations
Optimize For Search Results
Live Launch
Estimated Completion Date
July 19, 2021
Download Detailed Timeline
time for action
This Proposal Was Created By Brad Korer

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Thank you, Melissa! This would be phase 1. We will be focused on creating a clean site that can convert before starting our efforts into marketing. However, I have created the plan for phase 2 (attached to the same email).