The Client
McSteen Land Surveyors is a 3rd-generation family-owned business, providing land surveying, draw inspection, and utility location services throughout all 88 counties of Ohio and beyond. From its earliest years, McSteen has always been at the forefront of technology, which allowed them to streamline their services and drafting, and expand throughout the state. To this day, the company prides itself on being forward-looking and the leadership is committed to investing in the business and technologies that help it drive efficiencies. McSteen has continued to grow by focusing on the things that led to success in the past, while looking to the future and expanding McSteen.
The Opportunity
Referred by a partner in the real estate industry, McSteen approached MJ2 Marketing to help with general digital marketing efforts, including organic content creation, social media marketing, paid advertising, and an ongoing email marketing campaign. A comprehensive digital marketing plan was developed and readied for execution, only to be disrupted by the outbreak of COVID-19 and resulting business shutdowns. After a short pause, McSteen and the MJ2 team got to work and began executing the plan.
The Outcome
MJ2 took over management of the McSteen Land Surveyors social platforms, curated blog posts and coordinated LinkedIn published posts for the McSteen leadership team, developed a monthly email campaign, as well as additional targeted sales emails, managed paid advertising driving visitors to the website, and provided general strategy and counsel as needed. The efforts were so successful that within 18 months, McSteen approached MJ2 Marketing about designing and developing a new website to complement the digital marketing efforts.
After conducting market research, MJ2 began work on the new website based on design and technical requirements created in collaboration with McSteen’s leadership team. Following initial research and creation of a sitemap and wireframes, the project was handed over to the design team. The design team created a look and feel for the new site that represented the McSteen brand well, modernizing their imagery and elevating them within their industry. The development team took the designs and turned them into a fully-functional website with a foundation built on SEO best practices, to ensure that McSteen’s organic traffic would be enhanced through the transition to the new website. The website launched in March 2022, bringing McSteen’s digital presence in line with the innovative and efficient brand that their clients know.