By 2012, Nick became the sole owner of this St. Louis-originated enterprise, taking over full ownership from Snarzyk. He remains steadfast in his dedication to raising the benchmark in the field, selectively choosing the finest and most meticulous painters from St. Louis to preserve the company’s core values.
By offering both interior and exterior home painting services, seasonality weighs heavily on SNL Painting’s calendar during the winter months. Identifying opportunities to keep business flowing during their traditionally slower season has been a primary focus since 2022. While they had been running a frugal, but positive Google PPC campaign, competing with larger companies that have larger budgets, left our reach and impression share relatively limited. How best can we position ourselves in the market (given how expensive it is)? What revenue channels, outside of the paid space, are available to us?
In the infancy stages of our campaign efforts, we had a 1 page website, $250/mo fledgling PPC campaign, and zero email marketing strategies/technology.
The team focused on strengthening SEO and user experience by clearly defining service verticals and creating dedicated, search-aligned landing pages. This required a broader website redesign to support new sales funnels, improved site structure, and a more robust content strategy, while aligning internal resources and goals.
To reduce reliance on costly paid media, the team leveraged existing CRM data by launching a multi-month email nurture campaign targeting past estimates, especially interior projects, to drive winter bookings. Leads were intelligently segmented by project type, estimate date, location, bid amount, and customer details.
Using automation and dynamic content within the CRM, this system successfully reactivated lost opportunities and has become a scalable, repeatable solution to manage seasonality and ongoing demand.
This automation strategy, combined with the website UX/Design overhaul and optimized Google PPC campaigns management drove these amazing results! As a St. Louis web design company and marketing team in one, we built the site and the campaigns to work together.