DIGITAL CASE STUDIES: How to Use Your Website as an Effective Marketing Tool

Current Situation:
Many lumberyard websites are static. They give basic information about hours, location, phone number and little else. Too often, lumberyard managers and marketers may feel like they just got beyond the “get on the web” stage of their business, but others are already looking ahead to make sure that the effort and resources they are putting towards their yard’s website are paying off.

Objective: Use your website as an effective marketing tool.
A solid LBM website can go beyond just letting your customers know when you’re open. When implemented strategically, a website can be the least expensive, yet hard-working, highly effective member of your sales staff.

Strategy: Identify what a successful website entails.
For Cheryl Boyd, director of marketing, training and events at Arnold Lumber in West Kingston, R.I., the changes made to her company’s site are positively affecting her bottom line.

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“When people are (on the site) looking, it’s easy for them to submit a request for a quote. We see them come in on a daily basis. We see homeowners and contractors alike requesting information from the site,” Cheryl said. “Even over the weekend, we had three come in on Sunday. It’s like having an online store when we’re not physical accessible.”

Arnold Lumber - Website Snapshot

Cheryl and others at Arnold Lumber worked with a web development agency, Composite Digital, to concept, design and implement the site. While the site was put together by the agency, Cheryl uses administrative access to make real-time updates to the site in times of weather closings. She also oversees her site’s news blog and social media distribution.