Executive Summary
Foggy Ridge Interiors had earned a strong reputation for precision millwork and collaborative remodeling. Based in Lancaster County, PA, the company specializes in high-end interior finishing for both residential and commercial clients. With a newly expanded facility and in-house milling capabilities, they were positioned for growth, but only if they could focus on the right type of work.
By 2020, most projects came from subcontracted commercial jobs that involved long travel and offered limited margins. The ideal work (custom kitchens and high-end residential remodels) wasn’t coming through the door. Despite hiring a marketing agency and investing in multiple channels, such as digital ads, SEO, email, and print campaigns, their website produced just one qualified lead over the course of the year.
They didn’t just need more remodeling leads. They needed a digital marketing strategy that aligned with their goals. That’s when they partnered with Improve & Grow.
The Challenge
Foggy Ridge Interiors was ready for a shift. Their leadership team wanted to focus on high-value residential work, reduce their reliance on long-distance commercial jobs, and enhance profitability. But their online presence didn’t reflect that ambition.
During the initial audit, several key issues weere found. The website was clean and visually appealing, but it lacked content that spoke directly to their target audience. It was also missing trust-building elements and clear calls to action. Their ad campaigns were too broad, which led to traffic that looked good on the surface but didn’t result in many quality leads. The team also noticed that their directory listings were either incomplete or inconsistent, and they had very little visibility in local search results for the services they were most focused on.
The core issue was that their marketing wasn’t reaching the right audience, and they didn’t have a dependable way to turn interest into qualified sales leads.
The Solution
Improve & Grow started with a Growth Road Map, an intensive discovery and planning process designed to identify performance gaps, clarify business goals, and develop a clear strategy for moving forward.
1. Refocus on High-Value Services
Improve & Grow’s strategists identified kitchen remodeling as the most immediate opportunity, with basement finishing as a secondary service line. These project types offered the highest value and aligned closely with Foggy Ridge’s strengths in millwork and design-forward construction.
They built dedicated landing pages for each of their services that showcased their craftsmanship, local knowledge, and in-house team. Each page was backed by Google Ads that were carefully targeted to reach homeowners already looking for remodeling help in their area. At the same time, Improve & Grow put a strong SEO strategy in place to help boost their visibility in the right searches over time.
2. Rebuild the Website for Conversion
The team at Improve & Grow provided full web development and support to ensure the site not only looked professional but also functioned as a high-performing sales tool. Our enhancements included:
- Clear, prominent calls to action
- A streamlined request-a-quote form
- Updated messaging tailored to residential remodeling clients
- Integration of testimonials, project photos, and team information
Every change the team made was aimed at converting the right type of visitor into a sales opportunity.
3. Expand Reach with Paid Advertising
To drive awareness and re-engage interest, the search marketing team launched a multi-channel paid media strategy supported by complete PPC campaign management:
- Google Search Ads to capture high-intent leads for kitchen and basement remodeling
- Facebook and Instagram Brand Awareness Ads to build visibility among homeowners in the target area
- Retargeting Campaigns on both Google Ads and Meta platforms to stay in front of users who visited the site or engaged with ads
These campaigns worked together to attract new traffic, reinforce brand recognition, and convert interested users over time.
4. Strengthen Local Search Visibility
The team cleaned up and optimized their directory listings, claimed any missing business profiles, and made sure their name, address, and phone number were consistent across major platforms like Google Business Profile, Bing Places, Yelp, and Houzz. The SEO team also built backlinks from relevant local and industry-specific sites to enhance authority in the region.
Combined with localized on-page SEO, location-specific service pages, and regular blog content, these efforts significantly improved their visibility for high-intent search terms tied to Lancaster County and nearby areas.
To keep track of performance, Improve & Grow set up solid conversion tracking across all lead forms and phone calls. This gave the Foggy Ridge team a clear view of which campaigns, keywords, and channels were bringing in real results.
The Results
The results were substantial. In the year prior to our work together, the website generated just one qualified lead. In the first year of our work together, the website generated 83 qualified leads. By their third year of our work together, they were generating 190 qualified sales leads annually from their website.
That growth translated directly to the bottom line: they closed numerous jobs from digital leads, resulting in more than $840,000 in new revenue. More importantly, the type of work shifted. The majority of new business came from high-end residential clients—the exact clients they had been trying to reach.
“Carl and his team at I&G have been phenomenal to work with and alongside,” said Tim Fanus, Operations Manager during the engagement. “Their knowledge, experience, and professionalism have been top notch. We highly recommend their services!”
Improve & Grow’s support didn’t just boost project margins. It also helped the team focus on local jobs, which cut down on travel costs and gave them the chance to put more time and effort into each project. With a steady stream of the right kind of work coming in, the company more than doubled its annual revenue.
What Changed
Foggy Ridge Interiors went from an inconsistent, unfocused marketing strategy to a structured, data-driven approach that produced real results. With targeted service pages, well-managed ad campaigns, and sustained SEO work, they built a reliable pipeline of leads for high-value kitchen and basement remodels.
They didn’t have to chase subcontractor bids or out-of-town jobs anymore just to stay busy. Instead, they were taking on local projects that really played to their strengths and supported their goals for profitability.
The growth didn’t just happen by chance either. It was the result of a clear digital marketing strategy that gave them the freedom to focus on what they do best, turning ordinary spaces into something special.
Looking to Build Smarter, Not Just Bigger?
If your remodeling business is ready to grow with purpose—and profit—Improve & Grow can help. Let’s talk about building your next chapter. Contact Improve & Grow today to get started.