This is how craft businesses survive in the digital age.
Promoting building digitally
How can the topic of timber construction be strengthened in the public? How do traditional craft businesses survive in the digital age? The solution is Wood Me Up. Here, end customers can find information on everything to do with timber construction and roof renovation. In addition, independent experts can be consulted for specific questions without obligation and free of charge. If a concrete project is pending, end customers can use a planning assistant to find regional carpenters for their project. For carpenters, the platform offers the opportunity to work on the cutting edge under fair competitive conditions.
Highlights
- Complete portal from a single source: web design, content, marketing, development & controlling
- Implementation as Progressive Web App (PWA)
- Content strategy & content production
- Comprehensive online guide
- Live launch in two steps for maximum visibility in search engines
- Multi-stage funnel campaigns for market launch
- Google Lighthouse optimization
- Use of featured snippets
- Project planning wizard with four project types
- Login for carpenters to manage project requests
About Wood Me Up
Wood Me Up was launched by the Association of Carpenters and Woodworkers in Baden-Württemberg. The innovative project is supported by the Baden-Württemberg Ministry of Economics, Labor and Housing as part of the future project "Dialogue and Prospects for the Skilled Crafts 2025". The aim of the Wood Me Up project is to strengthen the topic of modern timber construction in the public eye and to provide the target group with comprehensive information in order to become the leading information portal in the field of timber construction in the long term. In addition, the association members are to be provided with a fair non-profit lead platform that can keep up with and overtake already existing competitors.
Highlights
- Complete portal from a single source: web design, content, marketing, development & controlling
- Implementation as Progressive Web App (PWA)
- Content strategy & content production
- Comprehensive online guide
- Use of featured snippets
- Live launch in two steps for maximum visibility in search engines
- Multi-stage funnel campaigns for market launch
- Google Lighthouse optimization
- Project planning wizard with four project types
- Login for carpenters to manage project requests
Concept
The platform must be able to satisfy the interests of two fundamentally different target groups: carpenters and end customers. This is ensured by target-group-specific addresses and functions. For end customers, this means a fast, modern site that inspires confidence in regional craft enterprises. In addition, knowledge about timber construction is regularly conveyed in a high quality and yet understandable for the layman. The whole is rounded off by the project planning assistant, which is to make it as simple as possible for the final customer to receive a qualified offer from carpenters from the region. Carpenters should be able to easily manage and process incoming project requests. Especially mobile was a high demand for the portal, so that inquiries can be answered on the go without any problem. In addition, the project planning wizard should provide all the necessary information so that carpenters can directly assess whether they want to implement the project.
Implementation
- Definition of goals, target groups and personas and observance during the entire course of the project
- Development of a web design tailored to both target groups
- Conversion optimization, search engine optimization and Google Lighthouse optimization during programming
- Use of relevant featured snippets for maximum visibility
- Agile programming in six sprints
- Programming as a Progressive Web App (PWA) - website can be installed and used offline
- Development of a content strategy for the platform and social media channels
- Ongoing content production for portal and social media channels by photo shoots and copywriters
- Live launch of a first version with independent timber construction guide and "ask experts" function for easier market entry
- Multi-stage funnel campaigns for market launch on Facebook and Google Ads (search ads and display)
- Project planning wizard with four project types: Roof renovation, roof addition, dormer, and skylight
- Selection of carpenters for projects by distance from the customer to ensure regional support
- Internal area for carpenters and platform operators to manage requests and communicate with customers
- Evaluation function for end customers
- Controlling of all measures by means of defined KPIs, regular reporting with Google Datastudio and installed tracking tools
