Client Since 2018 | Web Development | SEO | Content | Analytics | Paid Advertising
Client Relationship
Website Sessions
Google Organic Sessions
Google Organic Key Events
216 Marketing began working with Northeast Ohio Fence & Deck in 2018. The current analytics history begins on July 20, 2018, giving us more than eight years of first-party website performance data.
What began as a website redevelopment project grew into a long-term digital marketing relationship that has included search engine optimization, content development, technical SEO, product and service pages, analytics and conversion tracking, paid advertising, and ongoing website improvements.
Eight years later, 216 Marketing continues to work with Northeast Ohio Fence & Deck as its digital marketing needs evolve.
Northeast Ohio Fence & Deck was already an established company, but its online presence was not generating the visibility or lead opportunities that should come with decades of experience in the market.
The original website contained only a limited number of pages and provided relatively little information about individual fencing products, services, or the communities the company served. Organic search visibility was limited, tracking was minimal, and there was no strong digital foundation connecting the website to lead generation and measurable marketing performance.
The challenge was not simply to make the website look better. The goal was to create a digital platform capable of supporting the company’s broader marketing and lead-generation efforts for years to come.
The first major step was replacing the existing website with a more complete, customer-focused website designed around Northeast Ohio Fence & Deck’s actual products, services, geographic market, and lead-generation goals.
Over time, the website expanded beyond a small general-purpose site into a much deeper resource covering fencing products, installation services, customer questions, service areas, and information homeowners commonly research before requesting an estimate.
The website work has included:
The current website passes Google’s Core Web Vitals assessment on both mobile and desktop, providing a fast technical foundation for users, search engines, and paid advertising traffic.
After establishing the website foundation, search engine optimization became an ongoing part of the strategy.
Instead of relying on a handful of general pages, the site was expanded to better explain individual fence types, installation services, customer considerations, and the Northeast Ohio communities the company serves.
SEO work has included technical optimization, on-page SEO, local search strategy, content development, internal linking, structured data, product and service optimization, and continued improvements based on search performance and customer behavior.
The objective has remained the same throughout the engagement: help potential customers find useful information when they are researching a fence and create a clear path from that research to requesting an estimate.
From July 20, 2018 through August 16, 2026, the Northeast Ohio Fence & Deck analytics property recorded:
Those numbers represent years of search visibility, website visits, customer interactions, and measurable actions generated through a digital presence that did not exist at the same level when the relationship began.
Analytics totals reflect the available GA property history from July 20, 2018 through August 16, 2026. Tracking configurations and definitions of key events have changed during the eight-year period, so individual conversion totals should be interpreted within that context.
Paid advertising was added later as another way to reach homeowners actively researching fence installation.
Over the lifetime of the analytics property, Google paid search has generated more than 67,000 recorded website sessions. More recently, Microsoft Advertising has provided an additional source of highly targeted search traffic and qualified lead opportunities at substantially lower costs than many comparable Google Ads campaigns.
The paid advertising strategy focuses on more than clicks. Campaigns are connected to dedicated landing pages, search terms, geographic targeting, conversion tracking, and actual quote requests so budget decisions can be based on measurable lead activity.
This allows 216 Marketing to continually review which products, keywords, locations, audiences, and campaigns are contributing to customer inquiries and where advertising dollars may be getting wasted.
One of the most important differences between the original digital presence and the current marketing system is the ability to measure what happens after someone visits the website.
216 Marketing has implemented analytics, conversion tracking, form tracking, campaign tagging, and attribution tools that help connect search and advertising activity to actual customer inquiries.
That information helps answer practical questions:
Tracking does not make every marketing decision easy, but it provides far better information than simply counting website visits or ad clicks.
No—and that is an important part of a long-term digital marketing relationship.
Search behavior, competition, seasonality, advertising platforms, Google’s search results, AI-powered discovery, and the Northeast Ohio home-improvement market have all changed during the eight years represented in this case study.
There have been periods of substantial growth as well as periods when organic traffic or lead volume declined. Digital marketing does not move in a straight line, and a long-running strategy requires adapting when the market or search environment changes.
Rather than hiding those changes, 216 Marketing uses the available data to identify what is happening, adjust priorities, test new channels, improve content and conversion paths, and continue strengthening the overall digital marketing foundation.
The original goal was simple: build a stronger website and generate more leads.
Since 2018, Northeast Ohio Fence & Deck has developed a substantially larger digital presence with searchable product and service information, local visibility throughout Northeast Ohio, measurable website activity, conversion tracking, paid search campaigns, and an ongoing content and optimization strategy.
Most importantly, this has not been a short-term campaign built around one temporary ranking or a carefully selected three-month reporting window.
216 Marketing has worked with Northeast Ohio Fence & Deck for more than eight years.
The strategy has changed as the business, competition, technology, and search landscape have changed. The relationship has remained.
216 Marketing does not believe clients should have to wonder where their marketing company went after the invoice is paid.
Clients have direct access to the person responsible for their strategy, receive straightforward answers about what is working and what is not, and are not pushed into services simply because they are available.
The Northeast Ohio Fence & Deck relationship is an example of that approach in practice: long-term involvement, measurable work, continued communication, and a willingness to adapt when conditions change.
Learn more about 216 Marketing’s digital marketing services or tell us what you are trying to improve.
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