Paving and blue-collar contractors are in a crowded, predictable, and (more often than not) forgettable category when it comes to marketing. The goal of this change was to stop looking like a paving company and start appearing like a brand people trust before they ever pick up the phone.
We rebuilt Hutch’s presence from the ground up (no pun intended). Job site footage was used heavily to show all the hard work the crew does around Macomb County, MI. Social channels moved from sporadic updates to a consistent feed that had something to say. Paid media was tightened by optimizing Google Ads for intent and YouTube for increased attention. Behind it, SEO did the slow, compounding work, turning the increased visibility into ROI.
Through this, the brand got a leg up in the category. Conversion rates on Google Ads doubled the industry average, YouTube interaction rates tripled, and organic traffic climbed more than 5x. Offline, competitors started asking Hutch who was doing their marketing.
