Evolve Stone® is the only mortarless, color-throughout stone veneer that installs up to 10x faster than its competitors. Evolve Stone’s patented material is moisture impermeable and holds up against harsh environmental conditions. Equipped with these benefits, but new to the manufactured stone veneer industry, Evolve Stone needed a brand and a website to establish its presence in the industry and promote its brand and products.
In addition to building a brand identity that captured the essence of Evolve Stone products, we needed to identify the website audience, which included distributors and dealers and professional contractors who install stone and stone veneers. Homeowners, who might request Evolve Stone if they knew about it, were a tertiary audience. The site’s goals were to establish an online presence for the product, to which paid ad efforts could be directed and search engine optimization could be used to generate organic search results. We also identified requirements to focus on these results, including technical specifications, wireframes, functionality preferences and individual design elements.
We created Evolve Stone’s website using our six-step development process. After we created the initial site hierarchy organization, identified usability technical requirements and established access to required systems, we developed a SEO strategy, created a sitemap and initiated a content review. We also set-up site hosting, coded and developed pages, integrated technical features and optimized page speed. We created a dealer locator lookup and added an image gallery to showcase the product. After the site launched, we designed blog templates for content that would boost SEO for positive search results.
With the development of a website, in addition to a detailed strategy for paid and organic search, we elevated and built awareness of the Evolve Stone brand. These efforts culminated in the brand’s debut at the 2022 NAHB International Builders’ Show® (IBS) where it was awarded Best in Show and Most Innovative Building Material Product of IBS. Evolve Stone’s continued growth, in part, stems from growing website traffic. Over its initial 24 months, the Evolve Stone website garnered 861,500 sessions. During that time, the paid social and search, as well as the organic search and social, resulted in 48,000 How to Buy | Find a Dealer click conversions, including an 8.64% conversion rate with organic search and a combined paid search and paid social conversion rate of 9.83%.