Opportunities
Oaks Brothers Inc. (OBI) is a commercial construction firm with nearly three decades of experience in masonry and specialty contracting. Founded by Greg Oaks’ father and uncle, and now led by Greg alongside partner Parker Hutchison, OBI has built an impressive portfolio that includes everything from major hotel chains and sports arenas to a new theme park for Universal in Orlando. Their work spans the full scale of commercial exteriors, and their reputation has been built almost entirely on relationships.
As OBI expanded into new geographic markets and pursued larger, more complex projects, Greg saw a clear opportunity: the company’s capabilities and track record were not visible online. With a younger generation of general contractors and project managers increasingly using digital channels to vet subcontractors, OBI had an opening to establish its brand as a credible, capable leader in the markets it serves. Expanding into territories where OBI was not yet a known name made a strong digital presence not just useful, but essential.
Pains
When Greg took stock of OBI’s marketing situation before engaging Nover, the picture was straightforward: there effectively wasn’t one. The company’s website had been built in the early 2000s, and while it was rarely touched in the years that followed, the problem ran deeper than neglect. Dated information and old project photos painted OBI as a small-time contractor, not the firm that had grown to take on multi-million dollar contracts.
OBI had no social media presence, no content strategy, and no way to point a prospective client toward a current, credible representation of the company’s capabilities. Word of mouth had carried the business for decades, but as Greg’s existing contacts began to retire and a new generation of decision-makers came up through the ranks, that foundation alone was no longer sufficient.
Greg was upfront about his hesitation before hiring a marketing partner. His priority was finding someone who actually understood the construction industry so he wouldn’t spend time educating an agency before the real work could begin.
Approach
Our work with OBI centered on one core problem: the company’s capabilities far exceeded what any prospective client could find online. Greg had the track record and the relationships, but needed a digital presence that could hold its own when a general contractor he’d never met went looking. Every tactic we chose was designed to close that gap, which included:
Website overhaul and visual credibility.
The starting point was rebuilding OBI’s website from the ground up. The old site undersold the company at exactly the moment a prospect was evaluating them. We replaced it with a modern platform built to showcase the depth and scale of OBI’s portfolio, and helped coordinate local photographers to document active and completed projects, giving OBI a visual library they could use across digital and physical marketing materials.
Authority and trust signals built into the site architecture.
Two structural additions shaped how both search engines and visitors perceived OBI’s credibility. First, we built a partner and association section on the homepage, a scrolling display of logos linking to OBI’s industry affiliations, reinforcing legitimacy for users while sending authority signals to Google. Second, we developed a dedicated certifications and licenses page, which served as both a practical resource for contractors verifying credentials and a foundational SEO asset we could link to from service content about working with bonded and licensed contractors.
SEO strategy focused on specialty services and geographic expansion.
Our SEO approach was built around two layers: service-level optimization targeting the technical terms that describe what OBI does, and location page development targeting service-plus-geography combinations. Location pages proved especially effective, helping OBI rank for long-tail keywords where searchers are typically further along in the buying process and closer to a vendor decision.
Content strategy built around EEAT.
We developed OBI’s blog content with Google’s EEAT framework in mind. Because OBI operates in highly technical scopes, content leaned toward educational material covering fireproofing systems, exterior assemblies, and specialty application methods. We balanced this with business updates and company news that Greg provided, supporting brand reputation alongside the SEO-focused posts.
LinkedIn as the primary industry channel.
For OBI’s target audience of general contractors, developers, and project managers, LinkedIn was the right platform to invest in. We built their presence from near-zero activity to a consistent publishing cadence built around project highlights, field updates, technical content, and team culture, making OBI visible to the decision-makers who increasingly use LinkedIn to vet subcontractors.
Throughout all of it, Greg’s involvement was intentional. He reviews content before it publishes and provides direction on how OBI is represented. Our job was to handle execution so he could focus on the face-to-face business development that has always been at the core of how OBI grows.
Implementation
Our engagement began with a full website overhaul. We replaced their outdated site with a modern, professional platform built to showcase the breadth and caliber of OBI’s project portfolio. We also identified and hired professional photographers to schedule photoshoots, giving Greg a visual library that accurately reflected what the company delivers today. The result was a website Greg could confidently point clients and prospective partners to.
Alongside the website, Nover built out OBI’s social media presence and developed an ongoing content strategy tailored to the company’s voice and target audience. Our strategy focused heavily on strengthening OBI’s LinkedIn presence to reinforce credibility within the commercial construction industry and increase visibility with general contractors, developers, architects, and industry partners.
Because OBI specializes in highly technical scopes, including fireproofing, EIFS, insulation, and exterior systems, the content strategy centered around positioning the company as knowledgeable, reliable, and experienced while also making the brand feel more active and visible online. We developed content pillars that balanced technical expertise with approachable industry communication, including:
- Project highlights and field updates
- Technical educational content
- Fireproofing and exterior systems insights
- Team and company culture content
- Employee milestones and company longevity
- Industry commentary and engagement-driven posts
A major shift for OBI was moving from an almost inactive LinkedIn presence to a consistent publishing cadence. Nover introduced a structured strategy built around regular posting, audience engagement, and thought leadership designed specifically for construction professionals.
The strategy also included SEO-focused service and location optimization designed to improve visibility for specialty construction searches across Arkansas, Oklahoma, and Mississippi.
As the new website and SEO strategy gained traction, OBI began ranking for highly targeted commercial construction keywords, including multiple first-page and top-three positions for searches related to fireproofing, insulation, and stucco contracting. Several priority keywords improved by more than 95 positions in search results, including:
- “commercial fireproofing and insulation arkansas” (#1, +99 positions)
- “commercial fireproofing and insulation oklahoma” (#2, +98 positions)
- “spray fireproofing contractors arkansas” (#3, +97 positions)
- “spray fireproofing contractors mississippi” (#4, +96 positions)
The collaborative process throughout implementation was deliberate: Greg shares his vision and reviews all content before it goes out, with our team iterating based on his feedback to ensure the final product matches how he wants OBI represented in the market.
Results
Since engaging Nover Marketing in October 2024, Oaks Brothers Inc. has gone from having virtually no meaningful digital presence to a professional, current, and credible online identity that actively supports the way the business develops new relationships.
Over a 12-month period, OBI experienced dramatic growth in both visibility and website engagement:
- Total website users increased by 300%
- Website sessions increased by 269%
- Organic search users increased by 148.8%
- Organic search sessions increased by 144.8%
The website generated:
- 160 total key conversion events
- 116 form submissions
- 44 phone link clicks
Beyond simple traffic growth, the quality of these visitors improved substantially. Organic search visitors generated the highest engagement levels across all traffic channels, averaging more than 9 events per user and producing 67 tracked conversion events through organic search alone.
The SEO strategy also produced substantial ranking gains across OBI’s priority service areas and geographic markets. Multiple commercial construction keywords improved between 80 and 99 positions in search rankings, helping establish visibility in Arkansas, Oklahoma, and Mississippi for highly specialized services.
The social media strategy produced similarly significant growth, particularly on LinkedIn, which became OBI’s strongest-performing platform. Over the past year:
- LinkedIn impressions grew to 16,933, representing a +169,230% increase year-over-year
- Facebook impressions increased by +51,200%
- LinkedIn generated 2,586 organic interactions
The increased consistency and industry-focused content strategy created strong engagement from construction professionals and industry partners. Some standout performance metrics included:
- A top-performing LinkedIn post generating 666 interactions
- Engagement rates reaching as high as 158.6 per reach
- Strong increases in organic visibility directly tied to consistent publishing activity
The most effective content consistently centered around active projects, technical expertise, field craftsmanship, and educational construction content, reinforcing OBI’s credibility while keeping the company visible among general contractors and decision-makers active on LinkedIn.
The most immediate and practical impact has been in the sales conversation itself. Where Greg previously had nowhere to point a prospective general contractor who didn’t know Oaks Brothers Inc., he can now direct them to a polished website and active digital presence that documents the company’s full range of work, from local commercial projects to landmark builds like the Universal theme park in Orlando.
That credibility tool has been especially valuable as OBI works to expand relationships with general contractors who have existing ties to the company in some markets but not others. The company’s growing search visibility and stronger social presence have helped establish OBI’s name in territories where brand recognition previously did not exist.
The data also showed strong engagement with credibility-focused website pages:
- The Projects page achieved an 84.85% engagement rate
- Specialty service pages exceeded 80% engagement
- The Contact page maintained a 72.92% engagement rate
Branded search traffic also increased significantly, with searches for “Oaks Brothers Inc” and “Oaks Brothers” becoming some of the company’s top-performing Google search queries, a strong signal that brand awareness and market recognition were growing alongside traffic.
Beyond the direct business impact, Greg credits the partnership with giving him back time and mental bandwidth. With Nover handling the work he had neither the expertise nor interest in managing himself, he can focus on the relationship-driven, face-to-face business development that has always been his strength.
Greg’s confidence in the Nover team is perhaps best reflected in a simple fact: he has now brought them three businesses. As he put it, if he wasn’t pleased with what they did for Oaks Brothers, he wouldn’t have come back.