location-based services
Structured Cabling B2B: Growing a Second Brand From Cabling Installer to Multi-Service IT Provider
How a second website scaled new service lines.
+100
Citations built
Local business citations built by hand to strengthen search trust for the new brand, leading to map pack dominance
+32
Lead funnels
New service lines launched with dedicated, keyword-researched content (structured cabling, smart locks, digital signage, food truck IT, home IT)
120+
Direct pipeline
Curated outreach list of decision-makers, filtered specifically for email sequences
Platform:
WordPress
Tools:
SemRush, Ahrefs, Google Business Profile, Google Search Console, Google Analytics
Location:
Tennessee
Scope:
Website design & build, local SEO, content strategy, citation building, offline marketing collateral, email infrastructure, B2B outreach research
Company Size:
1-10
The Client
A networking infrastructure specialist based in Middle Tennessee, launching a second brand. This one is B2B-focused and offers structured cabling and other IT services to businesses in multiple sectors. Over the course of the engagement, the client expanded their offerings, and these were incorporated into the project.
The Challenge
01
Launching a second brand from zero
The structured cabling business needed its own website, search presence, and local visibility entirely separate from the client’s existing residential brand — with no existing traffic, citations, or content to build on.
02
A business adding certifications and services faster than a website typically changes
Over six months, the client completed RCDD certification and smart lock installation training, then added digital signage and food truck IT as new offerings. Each addition needed its own keyword research, competitor research, and dedicated content — not just a mention added to an existing page.
03
Reaching B2B buyers beyond organic search
Some of the client’s best opportunities ( subcontractor work with construction companies) required getting shortlisted through each company’s own vendor submission process, not through search rankings at all.
The Approach
Phase 1
Launch the brand
Designed and built a new WordPress site under the client’s second business name, targeting B2B customers. Set up Google Analytics, Google Business Profile, and Google Search Console, and conducted keyword research to guide site structure and copy.
Manually built 100 local citations to establish NAP consistency and local search trust for the new brand. Produced recurring Google Business Profile posts and creative several times a week to showcase service offerings, supplemented with image-based promotion in local Facebook groups.
Took on ongoing blog writing for the site, drawing on a background in information systems and structured cabling to write technically accurate, keyword-optimized articles.
Phase 2
Scale content alongside new certifications
When the client expanded their offerings, updated the website and related online listings to reflect these, backed by additional keyword research and lead capture. Built new service pages for each offering (including pages targeting specific industry niches) interlinked into content silos, each with its own email capture and conversion tracking. Began publishing new blog content to funnel traffic into these pages.
Phase 3
Open a direct line to contractors via lead building
Built a curated outreach list of decision-makers in the client’s service area for subcontractor shortlisting, a manual process requiring navigation of each company’s own subcontractor submission forms and identification of the correct point of contact. Filtered the list specifically to the client’s requirements.
The Result
Local SEO for Brand Launch
A second brand established from scratch.
Launched with a full local SEO foundation (citations, Business Profile, Analytics, and Search Console), giving it a competitive infrastructure to begin ranking quickly.
A marketing operation that kept pace with a fast-growing service list.
Niche service offerings were rolled out with their own keyword research, content silos, and conversion tracking. The website and search presence grew in step with the business rather than lagging behind it.
Consistent brand visibility beyond the website.
Multiple weekly Google Business Profile posts, local Facebook group promotion, and offline flyer campaigns (food truck parks, direct mail) kept the brand visible across channels the website alone wouldn’t reach.
A new sales channel outside of search entirely.
Built an targeted outreach list with public material not found through automated systems.
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