§ Avandiz Studio • Case Studies

The franchise had the brand. He had the reputation

How we helped a local installer claim his own market identity

GoliathTech of WNY is the regional foundation installation franchise operating under the larger GoliathTech network.

With more than 10 years of field experience, the company had real operational credibility — but its digital presence did not reflect that strength.

The old website was unclear strategically and heavily centered around the parent manufacturer rather than the local installation business actually serving customers in Western New York.

As a result:

  • local prospects were not converting efficiently

  • some visitors ended up contacting the parent company first

  • competitors often looked stronger online

  • the company’s own experience and local expertise were underrepresented

They needed more than a website redesign.

They needed clear local positioning.

The Challenge

The business had three core issues:

1. Weak Local Identity

Visitors could not immediately understand that this was the Western New York installation team.

2. Product Over Service

The site talked more about screw piles themselves than about what customers actually buy:

  • installation

  • project planning

  • local expertise

  • dependable execution

3. Friction in the Customer Journey

Visitors lacked clear next steps.

Too many businesses lose leads not because of price — but because contacting them feels unclear or inconvenient.

Our Strategy

We repositioned the business as what it truly is:

A trusted local foundation installer backed by a proven national brand.

That required improving:

  1. Brand clarity

  2. Local trust signals

  3. Conversion flow

  4. SEO visibility

  5. Customer confidence

Phase 1 — Brand Identity Refinement

We refined the logo system by emphasizing WNY while preserving the parent brand recognition and existing color palette.

This helped communicate two messages instantly:

  • backed by a larger established company

  • proudly local and regionally accountable

Company’s logo

Phase 2 — Strategic Content Rewrite

We rebuilt the messaging throughout the site.

Before:

Generic manufacturer-style language focused on piles.

After:

Customer-centered language focused on:

  • installation expertise

  • local experience

  • precision work

  • efficient timelines

  • stable foundations

  • residential and commercial solutions

We shifted the story from what the product is to what problem the installer solves.

Phase 3 — New Website Design

We created a clean modern website that immediately positioned the company as the installer for Western New York.

UX priorities:

  • trust at first glance

  • easy mobile browsing

  • simple service understanding

  • clear navigation

  • fast quote requests

Conversion upgrades included:

  • CTA buttons throughout the site

  • clear contact opportunities on every major page

  • service-focused page layouts

Phase 4 — Smarter Lead Intake

We added a project inquiry form allowing visitors to describe:

  • project type

  • timeline

  • site conditions

  • scope needs

  • budget direction

This gave the installer stronger leads and reduced back-and-forth communication.

After: inquiry form that helps turn visitors into conversations

Before: limited contact information and no structured lead flow

Phase 5 — Case Studies & Proof

We added project case studies so prospects could see real completed work.

This is one of the strongest trust builders in construction and installation industries.

People want to know:

Have you done work like mine before?

Now the answer is visible.

Phase 6 — Migration & Technical Cleanup

Our project also included full migration from the previous hosting environment to a modern platform.

We ensured continuity through:

  • redirect planning

  • broken link prevention

  • legacy URL handling

  • smooth domain continuity

  • mobile optimization

  • performance cleanup

This prevented old traffic from landing on 404 pages and protected existing search value.

Phase 7 — Local SEO Growth

We optimized the site for local search visibility so nearby prospects could find them when searching for relevant services.

Focus areas included:

  • Buffalo / WNY location relevance

  • service keywords

  • technical SEO structure

  • metadata improvements

  • image optimization

  • page hierarchy

  • internal linking

Goal:

Appear where buying intent happens — Google local search.

Results

Immediate Wins

  • Clear local installer identity

  • Stronger first impression

  • Easier quote requests

  • Better user journey

  • Higher trust through case studies

  • Modern mobile-friendly experience

Business Impact

Instead of losing prospects to confusion or competitors, the company now presents itself directly and professionally as the regional team customers need.

Long-Term Value

  • Search visibility asset

  • Stronger franchise positioning

  • Better lead quality

  • Scalable marketing platform

  • More independence from parent-company referrals

What Changed

Before

An experienced installer hidden behind an outdated manufacturer-style website.

After

A clear, modern local brand positioned to win trust and generate leads.

Our Role

  • Brand Positioning

  • Website Design

  • Conversion Strategy

  • Copywriting

  • SEO

  • Case Study Development

  • Migration & Redirects

  • Lead Form UX

Final Thought

Many great local companies are excellent in the field — and invisible online.

This project turned real-world credibility into digital credibility.

Now let’s build your presence.