AllModular
Supporting Growth for a Commercial Installation Company with Best-in-Industry Content
“I would recommend Wolf Craft to any founder who has a feeling that their website, sales material, or social media presence aren’t up to snuff.
I brought on Wolf Craft to upgrade our content as we were finishing a visual rebrand. First, they created a comprehensive strategy to ensure every webpage, LinkedIn post, and newsletter would clearly demonstrate our skills. Next, they updated our entire website to ensure what we do is easy to understand. Finally, they published ongoing content that supported our sales and growth goals.
Since Wolf Craft started managing our newsletter, we’ve seen open and engagement rates well above the average for our industry.”
— Vince Contreras, CEO at AllModular
Services
Company-wide Website & Content Strategy for a Rebrand
Ongoing Project Page Creation
LinkedIn Strategy & Management
Newsletter Creation & Management
Industry
Contract Furniture
Architecture and Construction
FF&E Installation
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AllModular is California’s top commercial furniture installation company. They do modular furniture, architectural wall, and lab equipment installations, as well as custom furniture builds, warehousing, and business relocations.
The Challenge
Off-topic and low-quality content that did not convey AllModular’s services or skills
When AllModular connected with Wolf Craft, they were just wrapping up a stellar rebrand but did not have a website or content that supported their new look, expanded services, or vision for the company.
In fact, their previous website and LinkedIn posts were full of irrelevant content. The website included pages for services they didn’t even do. And their blog largely consisted of SEO-optimized posts that were so off-topic they created the wrong type of traffic, leads, and confusion around what AllModular actually does.
When we met, AllModular had been in the furniture installation business for fifteen years, their clients loved working with them, they had an incredible roster of projects, and were launching new services. But, they had no strategy to showcase their marquee projects or tell clients about their new services.
AllModular’s new website, newsletter, and LinkedIn content developed and published by Wolf Craft.
Our Goal
Grow company visibility with content that clearly demonstrates AllModular’s value props in the industry.
AllModular’s CEO, Vince Contreras, wanted their web presence to be better than their competitors, and have the high-level finish of their clients--large design firms and big-name end users like the NFL and Uber.
Vince also wanted to create a robust set of webpages that clearly described AllModular’s services and the industries they support. These would serve as a resource and central source of truth for their sales teams across California.
To meet these goals, Vince was looking to work with a team that could quickly digest what AllModular does and translate this into compelling storytelling that would speak to their client’s pain points.
Our Solution
Recreate all of AllModular’s content and copy to ensure it represents their brand and level of service. Develop a comprehensive strategy to guide future content creation.
Our approach included four key areas:
1. Establish a clear voice and messaging strategy
We worked with AllModular’s CEO and interviewed several members of their team to establish clear goals for their company voice.
They’re professional, highly competent, and experienced. And as a customer service-focused company, their clients always come first. AllModular is the partner you call when you need a fire put out at 4pm on a Friday. In the construction industry, this is common.
Next, we carried out a comprehensive review of AllModular’s target clients to articulate their key pain points and how AllModular addresses each one.
Each piece of content that we worked on—from LinkedIn posts to case studies and RFPs—was designed to reinforce AllModular’s voice and addressed their client’s needs.
2. Roadmap to support a new best-in-industry website buildout
We reviewed several industry-leading websites to create a strategy, guidelines, and wireframes for AllModulars new website buildout.
During site construction, we collaborated closely with the design team to ensure the layouts and graphics supported their messaging strategy.
3. Engage the A+D community with LinkedIn, newsletter, and project content
Once AllModular’s new website went live, we developed and published ongoing content to showcase their skills, services, and industry experience.
“I honestly tried to poke holes in your work. But, I just couldn’t.”
— Roy Toledo, CFO at AllModular
Results
1. 15 website pages that clearly describe AllModular’s services and the industries they support
Before working with us, AllModular’s team was fielding dozens of off-topic quote requests each month. After the launch of their new website, these time-wasting requests dropped to nearly zero.
The head of their quotes team told us “I think all those out-of-left-field requests were because our content was so off topic. No one could understand what we do by looking at our website. Our blog was even worse.”
In collaboration with their graphic design team, we updated AllModular’s entire website. Now each page clearly describes their services and how they save their clients time and money on construction projects.
Before
After
Homepage before
The page did not clearly and quickly describe who AllModular is and what they do.
The top of the page prioritized their WFH installation program, a service that generates a very small percentage of AllModular’s revenue.
Homepage after:
First sections clearly articulate who AllModular is (including a branded video), what they do, and how they solve client pain points.
Additionally, the page highlights the main manufacturers they install. Logos that their target clients will immediately recognize.
Before
After
About page before:
The text hierarchy does not prioritize the information that clients care most about.
Instead of leading with how they support clients, the page leads with their history.
About page after:
Text hierarchy prioritizes key information. If a potential client skims the page they understand who AllModular is and their value add.
Large images and specific numbers related to projects they have worked on reinforce their experience.
Before
After
Individual service page before:
While AllModular has installed offices, lounges, and meeting areas in sports complexes, they have not installed the actual stadium seating.
This page also includes stock photography that isn’t of projects they’ve worked on.
Individual service page after:
Clearly showcases their expertise in a specific project type, “Professional Sports Complexes.”
Uses images from projects they’ve worked on and describes how they specifically support the completion of these types of projects.
2. Ongoing case studies for marquee projects to demonstrate their breadth of skills
AllModular got their start installing office furniture. They’ve since expanded and now have a roster of clients including hotels, professional sports teams, science laboratories, and more.
To demonstrate the scope, scale, and range of projects, we created individual case studies for marquee projects. This work has served as fundamental sales material as they grow new divisions and expand geographic areas.
3. Monthly newsletters that showcase new services, initiatives, and projects
AllModular has a large list of industry contacts, clients, and new leads. However, they did not have a system in place to engage each of these people on a regular basis beyond LinkedIn.
We developed a newsletter template and strategy to ensure AllModular would stay top-of-mind for their clients and industry contacts. The average open rate of the newsletters we created is 54%, which is 10% above the average open rate for their industry.
4. Consistent LinkedIn content for AllModular and the CEO
LinkedIn is the key social media platform for AllModular’s network, clients, and sales team. Building from best practices and deep research into AllModular’s target client’s pain points, we developed and executed a LinkedIn strategy to showcase their projects and value add.
We also shared each company post to the CEO’s personal timeline with additional insights. This tactic often tripled the reach and engagement of each post. Under our management, AllModular’s LinkedIn reach doubled.
Let’s work together
We’ve helped businesses that work in design and the built world tell stories for growth. Tell us a bit about your company and what you’re looking for.
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