Top Draw

Challenge

• Creating a competitive web presence

A precast concrete manufacturer based in Edmonton and Calgary, Westcon partnered with us differentiate them from the competition and drive leads online.

We leveraged website design, search engine optimization (SEO) and content to increase phone calls and form fills for commercial, industrial and residential audiences.

Solution

• A website made concrete

To meet Westcon’s business requirements and needs, we conducted a detailed functionality and user experience evaluation for the website. This research informed all structure, SEO and design decisions.From traffic barriers and utility vaults to water cisterns and septic tanks, the new website features the client’s diverse range of precast concrete products.

• SEO strategy & local approach

Our experts launched an SEO strategy to bring the website into alignment with current best practices and standards.Our goal was to promote individual product pages through organic channels. Through a local SEO approach, we achieved a strong search engine presence for Edmonton and Calgary.

• Content optimization & improvements

Recently, our team has worked with Westcon to evaluate their website structure and content effectiveness.Our writers have evolved their website copy to keep it fresh and relevant while driving conversions.

The Challenge
MCSnet, one of Western Canada’s leading rural high-speed internet providers, specializes in serving Alberta communities. With nearly 30 years of experience, MCSnet preserves the essence of country living while keeping people connected.

MCSnet needed a digital marketing partner that could help drive more customer sign-ups and compete against fierce new market entrants. Top Draw and MCSnet have been working together since 2019, and over time, we’ve helped them exceed their digital marketing goals and win hundreds of new customers.

Tracking Real Business Results
Top Draw provides a monthly insights report and dashboard that focuses on their “North Star KPI” of internet sign-ups. This dashboard clearly shows which digital marketing efforts are driving business results.

Drove 20-30% of home internet sign-ups from Google Ads
Reached 70,000 rural Albertans each month on Meta Ads
Ranked #2 for “rural alberta internet” on Google

Digital Marketing Strategy
Shaping a forward-thinking digital marketing strategy for MCSnet, we engage with potential and current customers at all stages of the funnel. Our team has combined unconventional ideas with tried-and-true methods to take their online advertising, search engine optimization (SEO), and content to the next level.

Competitive online ad campaigns that boost MCSnet’s online market share
Location-driven SEO that is customized to users’ regions and inspires them to visit MCSnet’s website
Thought leadership content that builds relationships and grows MCSnet’s reputation
At each touchpoint, we highlight what sets MCSnet apart from the competition: They’re a homegrown internet provider that truly cares about rural Albertans and deeply invests in the community. By focusing on why prospective MCSnet customers should make the switch from their current provider with their unique USPs, and incentives tacked on to remarketing landing pages, we created a successful content angle to our competitor conquesting efforts. 

• Key Stats

1. Reduced Time Handling Leads by 60%: A multi-step form automatically qualifies leads, freeing up Entrust’s team to focus on qualified inquiries.
2. 41% of Leads from Online Ads: Targeted ads drove a significant increase in qualified leads, maximizing impact.
3. Targeted Conversions: High-performing keywords allowed Entrust to reach families actively seeking their services.
4. Improved Conversion Rate: Streamlined landing pages facilitated seamless booking and appointment scheduling.

• Challenge

Entrust, a leading provider of disability support in Alberta, was struggling to reach the right families in need. While they had a website, they received numerous inquiries from parents who had not yet received government funding. This led to a time-consuming process of manually sorting through form submissions.

Solutions

• Smarter Lead Generation

1. Multi-Step Qualification Form: A strategically designed form automatically filters qualified leads, saving Entrust valuable administration time.
2. Targeted PPC Campaigns: Data-driven ad campaigns focused on the right keywords, attracting families actively searching for Entrust’s services.
3. Informative Disqualification Page: For disqualified leads, a dedicated page clearly outlines funding options and points them to the resources they need.
4. Effortless Lead Management
5. Seamless Booking Integration: Optimized landing pages with Calendly booking forms allowed qualified leads to schedule appointments directly.
6. Automated Lead Qualification: Automatic filtering removed the need for manual sorting, streamlining the process.

Our Impact
Top Draw’s data-driven approach transformed Entrust’s online presence. Our strategic digital marketing streamlined the flow of leads from marketing to sales. By generating qualified leads and automating lead qualification, we freed up valuable admin time for Entrust’s team. This allowed them to focus on what matters most—providing exceptional support to families in need and making a difference in Alberta communities.