Quick Summary
Callaway Construction builds early learning centers across the U.S.—and they’re growing a new division focused exclusively on childcare construction. This live case study follows their first 3 months in the “Soil to Apples™” marketing program: from SEO strategy and leadership photography to copy updates and backend fixes. The goal? More inquiries, better leads, and measurable, sustainable growth. It's an inside look at what thoughtful, long-term marketing really looks like for a specialized construction company—not just big promises, but steady, smart progress.
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Meet Callaway Construction.
They’re our new client and a commercial contractor in Texas.
(Usually once a month I pause our weekly Q&A emails to share a case study. Most are from projects we wrapped up a year ago, when we’ve had time to reflect back and measure results. But this time, I want to try something different and share a case study that is in progress.)
So here’s the backstory …
The goal
After years of doing all kinds of general contracting, they found a new passion and decided to open a new division around it: building childcare centers.
In 2024, this new division saw:
- 4 inquiries
- 1 closed deal
- A 25% conversion rate
Most of those inquiries came from trade shows and cold outreach.
In 2025, the goal is to:
- Rank top 5 in Google USA for “childcare construction”
- Bring in 8 new inquiries
- Close 2 deals (minimum $100K, ideally $500K+)
We even added a performance clause to the contract: if the Findable team and I don’t deliver in 9-12 months, I step down and give myself an “L”.
But honestly, I’m pretty competitive and I’ll work my butt off before that happens.
The last 3 months …
We’re now 3 months into our Soil to Apples™ program. So far, we’ve:
- Researched their ideal customer and 50+ keywords
- Bought a new domain
- Photographed new headshots of Callaway’s leadership team
- Rewrote the old website copy and gave the design a facelift
- Optimized content with 100+ keyword placements
- Fixed technical SEO issues behind the scenes
- Set up website tracking and connected it to their sales process
The new website has be live for 2 weeks and it’s indexed on Google. Progress!
The next 9 months …
Over the next 9 months, we’ll:
- Launch a Google Maps listing (the hardest part) and collect 25+ reviews
- Publish 2 case studies or blog posts per month
- Track data and competitors weekly, adjusting as needed
Before inquiries trickle in, we’ll keep an eye on keyword rankings, traffic and other milestones to know if we’re on the right track.
For construction firms, one good project (remember: $500k) can cover five years of marketing. That also means the stakes are higher … and the margin for error is smaller.
This kind of marketing is hard. Really hard. But I love this kind of responsibility and challenge.
If you want to follow Callaway’s progress later this year, reply to this email and let me know.
Until next Thursday—when we’re back to our regular Q&A emails.
See you next week,
Daniela
