McVay New Media

We are digital media strategists who work with radio stations, local businesses, unions, and National companies on producing creative and running internet marketing campaigns. Within this site we will provide case studies and showcase up and coming technology news.

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Dust Boss Case Study

“Dust” off your screen. We’re back with another web design and marketing case study. This time we will be covering a dust and odor control systems and solutions business.

Dust Boss recently took a step in the right direction by buying internet marketing services and a brand new website. While the the website is still under construction, they are making sure to do it the right way. They just started their new marketing strategy in the last month or so.

Dust and odor control are both generally business-to-business services. This means marketing must be approached differently than for a business that works with consumers. Internet marketing is generally more of a supplemental piece of the plan rather than a primary source of business. It can be used to strengthen brand equity by providing value in content. Obviously placing ads in the right places and getting to the top of the right search results can net some clients but it isn’t the optimal method for B2B.

As far as the website goes, it should be a fantastic asset in their toolbelt for convincing clients they are worth the business. Having a well designed website can show the legitimacy of the business and provide relevant information that prospective clients need in an easy to access manner. This can be especially important for odor and dust control solutions technology where you might not know exactly what you need or what something does.

Lawn and gardening site case study

This isn’t our typical case study looking at what’s been done to improve someone’s marketing situation. For a lawn,gardening, and construction equipment supplies store in Peoria, Bloomington and Morton IL, we are going to look at what they can do to improve.

To start off, we definitely think the primary need is a new website, for multiple reasons. Aesthetically, it just looks a little outdated. It isn’t very pleasing to the eye. It could definitely use some sprucing up in color and sleekness. Another reason is the user experience. One thing that we quickly noticed when going through website is that it took a ton of clicks through different various product categories and subcategories to actually get to a product that we wanted. Simplification of this process would probably lead to better conversions. The average user doesn’t want to go 7 clicks deep in categories to get to what they want. Updating with a more modern shopping platform would be a great benefit.

Marketing wise – we think the website upgrade is the best thing they can do right now. Other small things may include more link building, citation building and getting reviews. All in all,  position in digital marketing isn’t bad but it needs some improvement.

Skip Binch case study

Today we’re going to look at a dentist website. We have entered the dental world before but we looked at a dental lab that sells equipment to dentists, not an actual dentist’s practice. Skip Binch is a dentist in Champaign, IL who focuses on cosmetic, family and preventative dentistry. He got a new site a couple of months ago and we’re going to take a look at it and his internet marketing strategy. Check it out for reference

Skip’s site, in our opinion, really does an awesome job in using proper color and typography to appeal to it’s target audience. The cool colors, green and blue, match well with a very friendly font. Since Dr. Binch really wants to target families, a welcoming/inviting website is perfect. On top of that, there is the video of skip giving a welcome to the website. Even if it is not played, the thumbnail is still a great picture of him waving and smiling.

The website isn’t very hard to navigate, it is actually pretty simple. That is a good thing. There is also a decent amount of interlinking which can encourage more interaction from the visitor. Each of the pages has a solid amount of on-page content. There’s nothing really overwhelming. The dental services are a bit longer but that’s because people need to know what their getting. The home page and meet the team page are quite a bit shorter, but they provide enough relevant information.

There are some things we think that the website and marketing strategy could use, however. Currently there is no good call-to-action or strong way to convert from the website. There is only the contact information(e-mail,phone) listed but that isn’t usually enough. Some sort of contact form or way to schedule an appointment on the website could be a really strong asset to them. We would also like to see a stronger presence for their local search by getting more reviews. They seem to be key in getting in the 3 pack. Also having those 5 gold stars can really sway people to look at your listing over others without them.


Sundown Exteriors case study

Sometimes it can be hard to differentiate yourself from competitors online, especially for a new business who is trying to build its first website. House’s Services was an exciting project to look at because of the unique features on the website along with how it started it’s internet marketing at the same time the website was built.

House’s service has two distinct features that we don’t really see too often with HVAC websites. The first is an on-page appointment widget that allows visitors to book service right from the homepage. It is really great in terms of user experience. Something like this gives House a competitive advantage over other local HVAC services. Most other businesses like this usually have a very simple contact form or urge you to call in. Sundown Exteriors gives the visitor 1 less step to do and makes their life easier.

The second distinct feature on Sundown Exteriors is that they display their hourly rate right on the front of the home page. This is another uncommon practice(rare, actually) in an industry such as this. This allows for unqualified leads to immediately be dismissed and saves time. It also saves the consumer the trouble of having to dig for it. They are going to find out eventually anyway, being open and honest about it is a good way to instantly get some trustworthiness/respect from them.

The combination of these two unique features plus a solid website design makes a dangerous new competitor for the HVAC industry around Bloomington, IL. On top of these things, they are also getting a headstart on their SEO, SMM, and PPC. In the coming months, we expect to see them rise to success quite quickly and establish themselves firmly as a strong competitor in the area. They should capture a lot of the online market share for HVAC services in Bloomington, IL.

Case Study: Ragle Dental Laboratory

Expanding your local business into different cities and even different states can be more challenging than you think.  Google gives a lot of attention to local businesses so not having a physical address in a city you really want to do business in can be a big task. Marketing and search engine optimization nationally is a difficult mountain to climb and Ragle Dental was putting on their boots and starting that hike.

Ragle Dental Laboratory in Champaign, IL has been in business since 1979.  They are a staple for dental laboratories in Champaign but wanted to spread their reach to other midwest cities including Chicago, IL and St. Louis, MO.  The level of competition in dental laboratories isn’t super high, but spreading across multiple states makes it much more difficult.

Luckily, they started off with a very aesthetically pleasing website with easy navigation and great calls to action.  We just needed to get visitors to the site and the process would be successful.  Website optimization was a big factor in the success of Ragle Dental Laboratory. There were several pages without optimized meta tags and several pages with duplicate content.  Being able to issue a service area that included Dental Laboratory in Chicago, IL and Dental Laboratory in St. Louis, MO was the beginning of their geographic reach.  They started to rank for keywords in nearby cities like Dental Lab Bloomington, IL and Dental Lab Peoria, IL but are still fighting the uphill battle of the major cities.

Overtime Ragle Dental Laboratory will increase even more in the rankings as their website is sufficiently optimized and they have great content to boot.  If you’re looking for a dental laboratory in Illinois visit Ragle Dental Laboratory and receive a free starter kit!

Dental Lab Illinois

Case Study: Americana Animal Hospital

Some companies have had websites for years and know the importance of having a website and a web presence.  Frequently, businesses will have a website created and let it sit stagnant for years without updated information, content, and pictures.  Although your business may have been online with a website from 1997, things have changed.  Staying up to date on your web presence is more important now than ever.

Americana Animal Hospital in Bloomington, Normal IL was one of those situations.  A website had been created in the past and sure people could find it, but did it look professional?  It actually gave off a bad first impression.  There is a high percentage of people who will leave a website immediately if it doesn’t look professionally done.  It was time to switch that around.

A new website was created for American Animal Hospital and brought it into the new year.  A new appointment setting application was created so leads could be tracked online as well as making it easier for current clients to set up an appointment for their beloved pets.  A smooth layout and great color palette immediately brings you in and creates a quicker line of trust.  The contact information is now easier to find for prospective clients and current clients alike.  Although being online is important, you want to make sure to do it correctly!  Check out their website with the link above to see a great example of a strong local website.

Case Study: The Micar Company

Inbound marketing doesn’t always have to be tied to a business category that is popular or highly searched for.  One of those business categories is sheet metal fabrication.  Although it is searched for more than the average person may know, it’s definitely not comparable to categories such as fitness, food, or clothing.  Inbound marketing isn’t specific to these popular categories and there are plenty of small businesses who have reaped the benefits of this strategy.

The Micar Company in Decatur, IL is a small business that specializes in sheet metal fabrication, roof coating, sandblasting, industrial painting and concrete.  Competition is still heavy in these categories and the average cost of service can be substantial especially when doing commercial work.  Businesses with high cost services like The Micar Company are perfect for inbound marketing and cost per click campaigns.

The Micar Company decided to purchase a new website to increase visibility as well as insuring professionalism in potential clients.  There’s nothing worse than losing a lead because your website is missing information or is lackluster.  Navigation is much more effective with the new layout and optimization for search engines like Google is imperative for their success.  There is plenty of information for anyone looking for a contractor in any of their categories as well as ways to contact them.  With advanced SEO techniques like Meta Titles and Descriptions, The Micar Company is beginning to stand out from the competition.

Lutz Corp Case Study

Internet marketing has long been a staple but it is finally picking up steam in different business categories and sizes.  A case study we’ll look at today is about Lutz Corporation, a company that specializes in fertilizer spikes and feeding for palm trees, shrubs and citrus.  It’s not a flashy category but goes to show you that internet marketing can really be useful any and everywhere.

Lutz Corporation is a national company that deals with plenty of competition.  Because of this, new systems had to be implemented to compete against small local chains as well as national powerhouses.  A team was brought in to conduct search engine optimization on the website and work to increase Google and Yahoo rankings to increase sales.  On top of search engine optimization, Lutz Corp began to use Google Adwords to bring in leads.  Putting together an adwords campaign brought in significant traffic and they were able to track the amount of purchases that led from this campaign as well.  The ROI of the campaign itself is positive and a great option for an online company with the tracking ability.

If you’d like to see the improvements of the Lutz Corporation site or are looking for fertilizer spikes you can visit it here at

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Online Content Exploration Varies by Demographic

As content creators look to keep audiences interested and clicking on more assets, they would do well to consider audience composition, as research suggests demographics can have a substantial effect on how web users behave once they have found interesting content.

Research from content optimization firm nRelate shows that age is one major factor in how users engage with content online. An October 2012 survey found that younger US web users, especially younger males, had a high propensity to click on related articles and videos after reading online content. Older users tended to click on links to related content on a weekly basis, and women—especially older women—were more likely to be drawn to a story that featured a photo.

trackballAll groups were significantly more likely to click on articles rather than videos if they were linked to from content they found interesting.

For all groups, stories about local news, followed closely by national news, were the most likely to generate interest in further content. And for both genders, but especially for men, this behavior was more common among older web users. Drilling down into specific demographic groups, young women most often clicked on related content when they were reading about entertainment, men were significantly more interested than women in related sports content, and web users ages 18 to 34 were least interested in related home improvement content.

The research found that users across every demographic group preferred to click on links in search results; these links were used for research by 43% of respondents. Links at the bottom of articles that web users were already reading were popular with 25%, and were most popular among older women and least popular among young men. Just 7% said they were most likely to click on links they found on Facebook, though among 18- to 34-year-olds the proportion rose to 13% of men and 10% of women.

Trends for 2013: Making Mobile-First a Priority

For years, marketers emphasized a build-for-the-desktop-first approach, with mobile serving as little more than a sideshow. However, rapid advances in smartphone and tablet ownership have changed that equation.

Consumers in the US may spend twice as much time today with desktop media as they do with mobile, but time spent with mobile is growing at 14 times the rate of the desktop, suggesting that the two could achieve parity inside a couple of years if both maintain a consistent trajectory.

mobileTime is not the only way to measure this shift. A growing portion of internet traffic is coming from smartphones and tablets. Net Marketshare put mobile’s share of global browsing traffic at 10.3% in October 2012. This was the first time mobile had topped 10% of all browsing for the web analytics firm, and its advance might even be greater, as the figure “actually underestimates the total amount of browsing share on mobile devices, since [Net Marketshare’s] sample does not contain data on apps, like maps.”

In markets such as the US with high indices of smart device penetration, an even greater portion of internet traffic comes from smartphones and tablets. Online and mobile ad network Chitika estimated mobile’s share of web traffic in North America at 28% as of June 2012.

For key media and commerce drivers such as search, mobile accounts for a growing share of total activity. Some estimates put it at as much as one-third, according to figures cited by a recent Macquarie Investment Bank research note.

These shifts away from the desktop to smart devices explain why the mobile-first drumbeat, which rose in 2012, will only grow louder in 2013. Surveys have consistently showed the deleterious effects on consumer perception of websites that are not mobile optimized. And there is a mounting expectation among consumers that brands should even offer an app-enabled experience, certainly for the top two smartphone platforms if not also for tablets.

This is less a question of choosing between a mobile site or an app and more about prioritization. Even in an increasingly mobile-first world, websites remain focal points for brands and their customers alike.