For a home improvement company serving multiple markets and multiple product lines, digital marketing can get complicated quickly.
Exterior Source and Bath Source operate two distinct divisions spanning exterior remodeling and bathroom remodeling. Between roofing, siding, windows, doors, gutters, showers, bathtubs, conversions and one-day bathroom remodeling, their digital strategy needs to do more than generate traffic.
It needs to connect homeowners with the right service, in the right market, with the right message—and turn that interest into measurable opportunities for the business.
That has been the focus of our work together.
Today, Exterior Source and Bath Source are building a more connected digital marketing strategy around stronger organic visibility, localized content, conversion-focused websites, real project proof and referral opportunities.
And the results are beginning to show.
Exterior Source's organic clicks have increased more than 50% year over year, with 70 organic leads generated in July alone.
But the bigger story is how the strategy behind those results has evolved.
Building the Strategy Around the Business
One of the most important parts of the relationship has been developing a strategy that reflects how Exterior Source and Bath Source actually operate.
Rather than forcing the company into a standardized marketing playbook, the websites, content strategy and PSAI platform have continued to evolve around their markets, products and sales processes.
That has included everything from financing messaging and product-specific promotions to CRM workflows, appointment pages, referral programs and local SEO.
Regular strategy meetings, consistent communication and close collaboration between the Exterior Source/Bath Source and PSAI teams have helped create a much more agile marketing process.
Instead of treating the website as a finished asset, the teams treat it as an evolving sales and marketing platform.
From Fragmented SEO Pages to Authoritative Service Hubs
A major area of focus has been organic search.
Historically, many home improvement companies approached local SEO by creating large numbers of similar pages targeting different services and locations. That strategy can result in thin, fragmented content competing for authority.
For Exterior Source and Bath Source, the strategy has shifted toward building stronger, more definitive resources around the services that matter most.
For Exterior Source, that means concentrating authority around core categories such as:
Roofing
Windows
Siding
Doors
Gutters
For Bath Source, the strategy centers around:
One-day bathroom remodeling
Showers
Bathtubs
Tub-to-shower conversions
Supporting pages, local content, internal links, FAQs and completed projects then reinforce those primary service hubs rather than operating as disconnected pieces of content.
The objective is simple: create a website that demonstrates genuine expertise around the services the company provides.
Making Local SEO Actually Local
The same philosophy applies to geographic content.
Instead of simply changing a city name on otherwise identical pages, Exterior Source and Bath Source are developing content that reflects the communities they actually serve.
That can include local housing characteristics, climate considerations, relevant services, completed projects, customer experiences, FAQs and links to other locally relevant resources.
The result is a stronger connection between service + location + real-world experience.
This provides more useful information for homeowners while also creating stronger signals for traditional search engines and emerging AI-driven search experiences.
Completed projects provide an especially valuable layer of local proof.
A project completed in Yorktown, for example, isn't just another photo in a gallery. It can become evidence of the company's experience in that specific community and connect directly back to the relevant service and location content.
Turning Completed Projects Into Marketing Assets
That strategy extends beyond SEO.
Exterior Source has also begun leveraging Project Showcase to transform completed work into individual marketing assets.
Rather than allowing a successful project to disappear once the job is complete, the team can create dedicated pages featuring the project, location, work performed and finished result.
Those pages can then support multiple parts of the marketing strategy at once.
They provide first-party project proof for search engines and AI platforms. They strengthen internal linking between real projects, services and markets. They give prospective customers another way to see the company's work.
And importantly, they can become referral assets.
The Exterior Source team has explored using project-specific links and referral messaging that homeowners can share directly with friends and neighbors.
One concept discussed has been a simple two-sided incentive:
$100 for the referring customer. $100 off for the referred homeowner.
With trackable links and UTM parameters attached to individual projects, referrals can become more measurable instead of relying entirely on word of mouth happening on its own.
It is a natural fit for exterior remodeling, where a completed roof, siding installation or window project can be visible to an entire neighborhood.
A finished project doesn't have to represent the end of the marketing cycle. It can become the beginning of the next one.
Creating More Relevant Paths to Conversion
Generating traffic is only valuable if homeowners have a clear next step.
That has led to continued refinement of the conversion experience across both websites.
Dedicated Book Appointment pages have been implemented to create clearer paths for homeowners ready to speak with the team.
At the same time, Exterior Source and Bath Source have been working toward more product-specific conversion messaging.
A homeowner researching replacement windows doesn't necessarily respond to the same message as someone considering a new roof or bathroom remodel.
That applies to calls to action, financing and promotions.
Instead of relying exclusively on one generic sitewide offer, the strategy increasingly allows promotions to be contextualized around the product or service a homeowner is already considering.
The team has also evaluated competitive financing offers and ways to communicate financing in terms homeowners can immediately understand—including stronger terms and monthly-payment messaging rather than simply defaulting to another percentage-off promotion.
Connecting Marketing With the Sales Process
The strategy doesn't stop when a homeowner submits a form.
Exterior Source and Bath Source rely heavily on MarketSharp, making CRM integration an important part of the overall system.
The goal is to preserve the information the sales team needs—including customer information and original lead-source data—while allowing newer AI and automation tools to fit into the existing workflow.
That includes the ability to pass AI-generated soft appointments and conversation notes into the CRM so the sales team has greater context when following up with an opportunity.
Rather than asking the company to rebuild its sales process around another piece of marketing software, the technology is being adapted to support the processes already working inside the organization.
One Platform, Two Divisions, a More Connected Strategy
Exterior Source and Bath Source have different audiences, products and customer journeys, but the underlying marketing challenge is similar.
Both need to establish authority.
Both need to demonstrate local experience.
Both need to turn website visitors into opportunities.
And both have an enormous amount of value sitting inside their existing customers and completed projects.
Bringing the websites, CMS, organic strategy, local SEO, conversion tools, project marketing, referral strategy and CRM support together has allowed the teams to approach those challenges as parts of the same system rather than isolated marketing initiatives.
The early organic results demonstrate the impact of that approach.
With organic clicks up more than 50% year over year and 70 organic leads generated in July, Exterior Source is building greater visibility in the markets it serves.
But the work isn't finished.
The next stage is continuing to make the experience more localized, more product-specific and more connected—from the first search to the completed project and, ultimately, the next referral.
For Exterior Source and Bath Source, the goal isn't simply to generate more traffic.
It's to build a digital marketing system capable of turning their expertise, customer relationships and completed work into sustainable growth.
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