Website visitors converted into real sales leads for leading flooring contractor

Spectra Contract Flooring is the largest commercial flooring contractor in the United States. Founded in 1996, they have more than 350,000 projects in their portfolio and more than 100,000 happy customers.

Issue and importance

Spectra Contract Flooring came to Gorilla with a website that wasn’t built for capturing leads and converting them into customers. Despite having plenty of monthly visitors, there wasn’t a system in place to convert these visitors into new business. Enter Gorilla.

Solution and results

We worked with Spectra to create content on the site that educated prospective customers. By creating informative pieces like the Trends in Flooring white paper and The Buyer’s Guide to Hiring a Flooring Contractor, we were able to convert website visitors into leads that otherwise would have bounced from the site. From our initial work in March of 2015 to the end of September 2015, we saw significant results:

  • Total visits to the site increased by 18% from Q1 2015 (pre-Gorilla 76) to Q3 2015
  • Total monthly leads increased by 77% from March to September
  • Organic leads nearly doubled from March to September; this was the result of identifying existing conversion paths and creating top-of-the-funnel and middle-of-the-funnel conversion opportunities
  • By capturing leads that weren’t ready for a consultation, we were able to create more sales opportunities later in their buying cycle
“Gorilla 76 has helped us create more conversion opportunities for existing website traffic, while continuing to grow our online presence. We’ve seen steady growth in the number of potential customers coming from the website, and Gorilla has played a significant role in stimulating that growth.”

– Aaron Hartung, Inbound Marketing Manager

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