The Challenge
NEWPRO is one of New England's leading home improvement companies, offering windows, doors, siding, bath remodeling, and roofing across Massachusetts, New Hampshire, and beyond. They have a significant brand presence, a large sales force, and a marketing operation to match.
The challenge isn't visibility — NEWPRO is well-known in their market. The challenge is conversion efficiency and digital performance at enterprise scale:
High traffic, suboptimal conversion. With substantial organic and paid traffic, even small improvements to conversion rates translate directly to significant revenue. The margin for optimization was real and significant.
Competitive paid landscape. Home improvement is one of the most expensive verticals in digital advertising. Inefficient spend means money left on the table and leads handed to competitors.
Technical debt slowing performance. Like many established companies, their digital infrastructure had accumulated layers of complexity that impacted site speed, user experience, and ultimately conversion.
Multi-service, multi-region complexity. Serving multiple product categories across multiple states requires a content and SEO architecture capable of capturing high-intent searches at every level of the funnel.
Our Approach
Working at enterprise scale requires understanding that every decision has a multiplied effect. We approached the NEWPRO engagement with a diagnostic-first mindset — identifying the highest-leverage opportunities before touching a single element.
Conversion Rate Optimization
We analyzed the full customer journey from first-touch to form submission:
- Landing page audit — Identified friction points, trust gaps, and headline-offer misalignment across primary service pages
- A/B testing framework — Established structured testing for headlines, CTAs, form layouts, and social proof positioning
- Lead form optimization — Reduced form field count and reordered fields to improve completion rates without sacrificing lead quality
- Trust signal reinforcement — Surfaced review counts, certifications, and warranty language at key decision points
Technical Performance
Page speed and Core Web Vitals are not just UX considerations — they directly affect Quality Scores in Google Ads and organic rankings:
- Audit of existing codebase for render-blocking resources
- Image optimization pipeline for the large product photo library
- Third-party script management to reduce Total Blocking Time
- Achieved top-tier Core Web Vitals scores across key landing pages
Digital Marketing Support
- Paid search architecture review for campaign structure, match type strategy, and negative keyword management
- Local SEO strategy to capture service-area searches across their New England footprint
- Content recommendations targeting top-of-funnel home improvement research queries
The Results
The combination of conversion optimization and technical improvements delivered compounding returns. A higher page speed score improved both paid Quality Scores (reducing cost per click) and organic rankings (increasing free traffic) — gains that reinforce each other.
Conversion rate improvements at NEWPRO's traffic volume represent a substantial increase in leads generated from the same marketing spend. The reduction in cost per lead allowed the team to reallocate budget toward higher-volume campaigns without increasing total spend.
Working at enterprise scale means the stakes are higher — and so are the returns. This engagement demonstrated that disciplined digital optimization produces meaningful results regardless of company size.
“The team at Dinko Design understood the complexity of our business immediately. They didn't just bring design sensibility — they brought a strategic understanding of how to move the needle at our scale.”