Rocky Mountain Hardware is one of the largest manufacturers of luxury bronze hardware in the United States. They have 4 audience verticals across interior designers, consumers, architects/builders and dealers.
For 4 years, Rocky Mountain Hardware has chosen to partner with Unframed Digital to expand their small marketing team and optimize their website for e-commerce and to increase visibility in Google. Increasing user experience for their primary audience of interior designers was a key objective, as well as increasing leads for their sales reps’ pipeline.
Since partnering with Unframed Digital, Rocky Mountain Hardware has experienced a remarkable 1581% increase in conversions and a 44% rise in traffic, transforming their digital presence and business growth.
The Marketing Director was a part of a small marketing department for a global brand and lacked resources and the technical knowledge to effectively implement strategies needed to rank in Google and increase user experience. Additionally, Rocky Mountain Hardware was stepping away from a dependency on traditional advertising methods that couldn’t be tracked. Due to this, she had never connected and set up all data systems to have a full picture of what marketing strategies were impacting Rocky Mountain Hardware’s bottom line the most.
Lastly, Rocky Mountain Hardware’s distribution model is exclusive to retailers who sell many other products and they needed to start to control their marketing efforts across their ideal client profiles.
Want to dive deeper? Download the GA4 Site Performance Overview for detailed insights behind the strategy—traffic growth, user behavior, and conversion metrics.
With our expansive knowledge of the home design industry and buying habits of designers and homeowners alike, Rocky Mountain Hardware felt we were the right partner to achieve their goals. With other partners being considered, they were impressed with our ability to understand the unique demands of a manufacturer with an exclusive distribution model. Additionally, they wanted a boutique firm that was fun to work with and felt like an extension of their marketing team.
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When we began working with Rocky Mountain Hardware 4 years ago, they needed a new website that encompassed an e-commerce set up to accommodate online shopping behaviors.
With younger interior designers preferring to shop online, it was important to not only optimize for user experience but also be found in a Google search results page.
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With a new website and data infrastructure in place, we implemented an ongoing, comprehensive SEO strategy across their 4 audience verticals. This involved developing brand new website pages, high-quality blog content and building backlinks over time to boost traffic and conversions. With 6,000+ SKUs, we also needed to continue to chip away and optimize product pages for Google. We have also added content to all category pages in order to compete with competitors and utilize the fact that their pages are poor in content.
As we continue to learn from behavioral data, Google Search Console, and GA4, we have added more conversion actions to the website, leveraging the unique needs of their verticals to capture more customer data.
We also supplemented SEO content with branded content across all stages of the user journey. This diversified their blogs to ensure both human and search engine found value in their content.
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The Marketing Director for RMH not only saw results from our combined efforts but looked forward to our ongoing meetings and brainstorming sessions. What makes Rocky Mountain Hardware an ideal client for us is the ability and willingness to partake in a creative feedback loop, driving both sides of our team to uncover innovative solutions.
The CEO of Rocky Mountain Hardware also saw growth in revenue and profitability from the increase in leads. He was able to add many technical experts to his department, without having to pay for multiple full-time salaries.
By creating a robust data infrastructure, the marketing department at Rocky Mountain Hardware can stop guessing and take a data driven approach to decision making.
“The optimizing of our website helped us attract more ideal clients, resulting in growth and profitability. We are mutually passionate about the design industry and excited to keep the momentum going.”
The partnership between Rocky Mountain Hardware and Unframed Digital resulted in transformative success. Within months, the company saw growth in revenue and a rise in profitability. The Marketing Director felt empowered, with a newfound creative energy and strong support behind her. Our ongoing focus is now on expanding and doubling down on our robust keyword strategy, while continuing to optimize their website and product pages for better user experience and conversions.
Our collaboration with Rocky Mountain Hardware yielded impressive results, surpassing our initial benchmarks and customized OKRs. Here are a few key metrics that highlight the success of our strategy.
Our initial goal was to increase traffic from Google to Rocky Mountain Hardware website. In order for the website to rank for competitive keywords, we had to “prove” to Google that the website deserved to rank for those keywords. Our strategy resulted in a 41% increase in Organic Clicks year over year.
Increasing traffic is great, but our primary focus is to increase conversions. For Rocky Mountain Hardware, this was a challenge, since the primary conversion on their website was for their users to find dealers (they did not offer direct ecommerce sales). Applying our strategy we managed to increase conversions by 15% Year over Year
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