Project Overview
Coach Specialists of Texas is a vehicle repair and maintenance company specializing in RV and specialty vehicle repair, collision repair and ongoing maintenance. Thrive Internet Marketing Agency helped the client reach both business-to-consumer (B2C) and business-to-business (B2B) audiences, including RV owners, retirees, fleet managers and small business owners.
With Thrive’s support, the client increased their investment in SEO and PPC and added paid social media to generate more quality leads while continuing to grow the business.
The relationship began when Coach Specialists wanted a stronger digital marketing partner that could provide more focused support and a clearer path to improving conversions and visibility. Early on, Thrive identified site usability issues that were limiting lead generation. That foundation evolved into a broader multi-channel strategy built to strengthen search visibility and help the company expand into additional locations.
That approach helped drive a 270% year-over-year increase in website key events, rising from 1,130 to 4,191, while the number of top 1 to 3 keyword rankings nearly doubled from 93 to 181.
From the Client
“We wanted to work with a team that had the talent and capacity to handle our online needs [for] turnkey. Our prior provider was stretched thin and slow to respond to our needs. Working with a group allows for resources that specializes in areas of focus and are dedicated to us for communication and development of our online presence. [Our experience with Thrive has been] top-notch! We want to continue a tight line of communication with our key Thrive team members as this creates transparency as well as a focus on continual improvement/development.”
— Dusty Norris, Owner
The Results
+195%
Sitewide Conversion Rate
+3.7K
Paid Conversions
+10.2K
Total Conversions
+22,825
New Organic Users
Coach Specialists reached out to Thrive, unimpressed with its existing digital marketing partner. The brand sought a larger team to deliver a more focused strategy and provide the company with more individual attention.
During our initial site audit, we found a significant decrease in the client’s site traffic Here are other observations we made during the original site analysis:
- It had an overwhelming number of calls to action (CTAs) throughout the site.
- The form fields were confusing and overwhelming.
- The client’s site structure and design were difficult to navigate.
- The website lacks a value proposition and a clear CTA.
The goal was to improve the client’s overall online growth and visibility. In addition, the company wanted to leverage its online channels for staffing and recruiting.
To deliver the company’s objectives, Thrive’s team of SEO and digital marketing specialists focused on two key areas: site design and structure and online visibility.
Our online marketing strategies were centered on improving lead generation and user experience. More importantly, we wanted to gain visibility into friction points and identify opportunities to boost the client’s online performance.
Website Design and Structure
Thrive implemented a site redesign to streamline internal processes and improve conversion rates. The biggest challenge with the client’s original site was the inconsistent CTAs.
Our team leveraged heatmaps, user recordings and analytics analysis to identify which site elements to improve. We also performed a heuristic site audit and funnel review to determine and fix usability issues. To provide a seamless user experience, Thrive made the following adjustments:
- Consolidated multiple CTAs on the homepage to drive attention to the primary CTA:
- Consolidated contact forms with only pertinent fields
- Integrated forms directly onto the site (instead of additional landing pages):
- Redesigned the homepage and internal pages to draw visual attention to clear and compelling CTAs
Norris said the site redesign has really helped his business: “Great consumer feedback and growing traction with SEO.”
Online Visibility
After the website launch, Thrive started the client’s PPC campaign alongside the on-page optimization. The goal was to improve search visibility, increase conversions and lower cost-per-conversion (CPC).
Thrive’s SEO strategy was focused on improving the client’s overall site traffic and keyword rankings. The goal was to expand the company’s online reach and target the Dallas-Fort Worth area cities, including Midlothian and Waxahachie, to generate commercial and residential leads for the site.
Initially, Thrive’s SEO specialists focused on acquiring high-quality links from niche directories and sites. We implemented targeted optimization tactics, including competitor link analysis, guest posting, blog commenting, content syndication and business directory submissions.
Aside from performing on-page SEO, our digital marketing strategies also covered:
- Content optimization for industry-specific blog topics
- Keyword ranking and traffic review
- Building and claiming local listings from reputable citation sites
- Reviewing search queries and adding negative keywords to improve the relevancy
- Performing a full CRO audit
To ensure the company’s online marketing strategy is on track, we have set key performance indicators (KPIs) for the campaign. These include keyword ranking for geo-targeted locations, organic search traffic and goal completion through contact forms and CTA buttons.
Link Building
Through a dynamic link building strategy, Thrive was also able to increase the client’s organic rankings for targeted terms. These include “RV roof replacement,” “RV parts and service” and “RV wall construction.” Thrive’s SEO and CRO campaigns helped the client achieve the following results in seven months:
- New Leads: +3,478
- Bounce Rate: -96%
- Total Sessions: +43%
- Impressions: +11%
- Conversions: +13%
- Conversion Rate: +9%
- Organic SEO Traffic: +32%
- Ad Revenue: +55%
Campaign Evolution
Coach Specialists of Texas wanted to take the business to the next level by increasing quality leads that would translate into stronger revenue. To support that goal, the client expanded its investment in SEO and PPC, while adding paid social media for the first time.
This new stage of the engagement introduced fresh challenges. One of the biggest was the client’s request to merge its secondary business, Sprinter Center, into the main Coach Specialists brand without losing the SEO value that Sprinter Center had already built. The client also faced rising competitive pressure after hearing repeatedly from friends and family about a competitor they were seeing “everywhere”. This created an urgency to strengthen visibility across channels.
The Execution
Thrive supported this next phase of growth with a broader multi-channel strategy tailored to the client’s evolving priorities:
SEO
Thrive expanded the strategy by building optimized service pages to strengthen visibility for the client’s most important offerings. The team also used year-over-year traffic audits and keyword reviews to identify gaps and new opportunities, including terms tied to collision repair and commercial services.
PPC
Thrive created location-based campaigns focused on the client’s key services and tested campaign types, including Standard Search and PMax, to sharpen targeting and improve lead quality.
PSM
Thrive launched paid social media marketing to round out the client’s online presence through a static lead generation campaign. That recommendation followed competitor research showing a strong social media presence in the market, and the new campaign generated several leads in its first month.
Sprinter Center Migration Strategy
To solve the brand-merger challenge, Thrive’s SEO and PPC teams worked alongside web maintenance to develop a migration strategy that would preserve Sprinter Center’s SEO value while consolidating everything under the Coach Specialists brand. That work included redirecting blog content properly so the site could retain search equity and avoid losing momentum during the transition.
Once the migration was complete, the website saw an immediate jump in traffic and the client was able to promote Sprinter and commercial services alongside its other offerings under one brand without competing against itself online.
Beyond the digital gains, the engagement also supported meaningful business growth, with the client opening its third and fourth locations within the last year.
The Next Steps
To build on recent momentum, Thrive is focused on:
- Paid Social Media: Refining the PSM campaigns that launched about 90 days ago to improve efficiency and lead quality.
- Search Engine Optimization: Honing the SEO strategy with a refreshed and expanded keyword list aligned with the client’s evolving service priorities.
- Video Content Integration: Incorporating video into the overall campaign strategy, using new in-house video support to amplify blog content, service pages and paid ads.
