According to IBISWorld, in 2024 there were over 3.87 million construction companies in the USA. Within just one year, their number increased by 3.2%, and the average annual growth over the last five years was about 3%.
Such dynamics indicate intense competition. To maintain their position, businesses need to stand out. Newcomers to the market have to come up with something eye-catching and unconventional to attract clients who are used to a wide range of choices. How can this be done quickly and effectively? The right way – through targeted content.
DriveFoxCopy Studio is a team of curious minds passionately exploring complex and underexplored niches. Gutters & Supply became just such a client. It opened up a new niche for us within the familiar construction and renovation industry.
Content for Those Who Build: The Client’s Story
At the beginning of 2023, the American company Gutters & Supply reached out to us. They manufacture, install, and repair gutter systems for private homes and commercial buildings. Among their additional services is the design of custom drainage solutions.
The company was founded in 2001. Starting in New Jersey, it later expanded its presence into Pennsylvania.
Due to business scaling and changes in search algorithms, the owner of Gutters & Supply decided to modernize the outdated website and make it more appealing to the current target audience. Naturally, this included the texts as well. The client aimed to combine content updates with website SEO optimization and to add information about an expanded list of services.
Construction in Words: How We Wrote for Gutters & Supply
Our interaction began with communication via messenger. We discussed the details, agreed on the deadline, and received a technical assignment for nine thematic texts about the company’s main areas of activity.
Topics covered by the project:
- seamless gutter systems;
- custom solutions for commercial buildings;
- gutter protection systems;
- copper and aluminum gutter systems.
Since the deadline was quite tight (one month), two copywriters and an editor joined the project to ensure high-quality content delivery in the brand’s tone and with an understanding of the target audience’s specifics.
Our Approach to Content Creation
1) Researching the U.S. gutter systems market
We analyzed around 20 top-ranking websites related to gutter systems and related equipment. This allowed us to identify common trends, popular products, and consumer expectations, as well as to formulate relevant clarification questions for the client.
2) Studying the competitive environment
We selected three companies that most closely matched the specifics of Gutters & Supply’s services in the target region. Analyzing their content helped us understand which services were already represented on the market and which still had potential – based on the demand from the local audience.
3) Familiarizing ourselves with the products and system specifics
Our team reviewed over 10 catalogs from manufacturers and dealers represented by the client. These materials allowed us to accurately understand the technical features of the products and formulate practical recommendations for the end user.
4) Writing articles based on the website’s semantic core
The content was developed with SEO requirements in mind and, at the same time, focused on the reader’s values and needs. During the process, we regularly coordinated specific details with the client to achieve the perfect balance between keyword optimization and persuasive communication.
5) Editing and final review
After the client reviewed the texts, we promptly made minor edits. Mostly, these involved technical terms that were ultimately kept in their original form to ensure maximum alignment with search queries.
The copywriters completed the task ahead of schedule, which pleasantly surprised the client. After reviewing the texts, he noted the high level of professional vocabulary and accurate understanding of the niche’s specifics.
The Impact of Content on the Website’s Rankings
The copywriters prepared and delivered nine articles to the client, after which they were published on the updated website.
As agreed, during the redesign and optimization phase, we did not disclose any information about the collaboration. But today, with concrete results in hand, we can share the achievements.
According to Serpstat, just three months after the implementation of the updates, there was steady growth in the semantic core — on average by 10%.
Importantly, it wasn’t the number of keywords but the quality and completeness of the texts that ensured better rankings.
According to the same analytics, with only 3,000 keywords, the website achieved twice the visibility among its target audience.
The client reached leading positions without additional investment in advertising thanks to:
- detailed service descriptions;
- clear cooperation terms;
- transparent pricing policy;
- consideration of the audience’s needs;
- use of relevant keywords;
- regular updates to the site structure.
Moreover, for over two years now, without any additional investment in the web resource, the site has continued to hold top positions in search results, as confirmed by analytical data.
Precise Texts – for Complex Technical Niches
Are you looking for a partner who will help you stand out in the US or European market – quickly, efficiently, and without overpaying?
The copywriters of DriveFoxCopy studio and I, Ruslana Sereda, will gladly assist you: from shaping your positioning to creating precise texts that speak the language of your target audience.
To get started, just write a few words about your goal. After that, we will take care of everything. Contact our manager even if you don’t yet have a clear action plan!