Make the premium case visible.
Local competitor research shaped the positioning. The homepage brought forward completed projects, customer reviews, material expertise, and the steps from showroom visit to installation.
Graniterra
Better project inquiries.
A premium position worth protecting.
How I connected paid search, website design, and inquiry tracking for a St. Louis stone fabricator and installer.
The problem was bigger than advertising.
Graniterra had the craftsmanship, material selection, and completed work to support a premium purchase. The website needed to make that case sooner, while the ad account needed a clearer signal that someone was ready to talk.
At the time, visiting the contact page could count as a conversion. That made it hard to tell which campaigns produced calls or quote requests. I started by clarifying what the site needed to prove and which actions the account should measure.
How the pieces came together.
Measure genuine inquiry actions.
I refined tracking for submitted forms and calls, then focused the paid search program around queries with stronger commercial intent.
Test how much proof buyers need.
We ran the shorter and longer landing pages concurrently. The longer page performed better on click-to-call, so we kept the fuller buying experience.
What the evidence showed.
Each measure describes a different part of the system, from campaign focus to page behavior to recorded lead sources.
- 91.7%
- of recorded conversions came from the smaller, retained high-intent search cohort.
- 66.9% lower
- expected click-to-call conversion rate for the shorter page in the concurrent test.
- No. 2
- Google Ads ranked second in Graniterra’s internal lead-source reporting, close to referrals and word of mouth.
What I took from the work.
For a considered purchase, the right proof can earn its space on the page.
What do you need your marketing to do?
Tell me what you sell, how customers find you, and where the path to an inquiry gets stuck.
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