Rock Bottom Underpinning

Web design that incorporated an educational content architecture for pre-qualifying high-quality leads.

Incorporated data-driven social proof and infographic architecture.
Implemented a clear service hierarchy and robust navigation logic.
Crafted a client-centric UX with a focus on conversion optimization.

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Rock Bottom Underpinning Web Design Case Study

Project

Rock Bottom Underpinning

Niche

Structural Basement Modification and Foundation Stabilization

Industry

Construction & Specialized Trade Contracting

Technology

WordPress

About Rock Bottom Underpinning

Rock Bottom Underpinning has been providing contractor services across Toronto and the Greater Toronto Area(GTA) for more than 35 years. It is not like general renovation companies, as they have positioned themselves as specialists that are focused on structural basement work. Their team is fully licensed, insured, and particularly trained in complex structural tasks that standard contractors aren’t able to handle.

Rock Bottom Underpinning provides several distinct services. Some of those services are basement underpinning and benching, basement additions, and walkouts, in-floor heating, and waterproofing. Their mission is to build strong relationships with their customer while adhering to high customer service standards. As a matter of fact, they work closely with a dynamic network of professionals that includes structural engineers, architects, and mechanical specialists.

Services

Basement Underpinning

Basement Lowering

Basement Additions

Basement Walkouts

Major Web Design Challenges Faced By Rock Bottom Underpinning

Unnoticed Authority

Rock Bottom Underpinning has a great legacy, but it wasn’t visible on their website. One reason behind this can be that the contractors mostly relied on word-of-mouth, and that’s why they didn’t give much importance to their online presence. However, for the younger, more tech-savvy demographic, the site felt dated.

Perception Gap

The branding on their website made them look like they provided different types of renovation services, but their unique selling proposition(USP) wasn’t visible. But if they wanted to get the right clients, they needed to showcase that they are a specialized engineering firm. Their expertise and authority were majorly missing on their site, directly impacting their bottom line.

Limited Process Transparency

Since they were a legacy contractor, they showcased that they provided underpinning services without explaining their full process. This lack of relevant information and persuasive content on their website was making their target audience bounce off. Due to the limited process transparency, their prospective customers weren’t able to fully trust their services.

How did We Provide the Solution?

Content Architecture
Trustworthy UI
Mobile-First Approach
Service Categorization
Localized SEO

Content Architecture

The biggest challenge Rock Bottom Underpinning faced in terms of its target audience was addressing the fear associated with the structural work. So, our web designers at Kinex Media implemented an impeccable educational content architecture customized to their prospective clients. Rather than having a simple list of services, we ensured that their website has dedicated landing pages for services such as Underpinning, Benching, and Basement Waterproofing. This approach helped in explaining the “How” and “Why,” along with having a “Process-like” flow within these pages. By following this methodology thoroughly, we addressed the limited process transparency of their old website. It significantly reduced the bounce rate of their website.