For over 100 years, National Lumber has provided building materials to clients across the Baltimore and DC areas. A family-owned business in its fifth generation, National Lumber is a Baltimore institution who works with contractors and homeowners to provide lumber, windows, cabinetry, countertops, doors, and more. Urban Ignite began work with National Lumber in February of 2020. They wanted to update their website, as well as make a more concentrated push on social media platforms to connect with clients. Since then, work has expanded to include SEO, content capturing, blog writing, and social media advertising.
Strong web design is the cornerstone for success online. We rebuilt the entirety of National Lumber’s website, updating the aesthetic, branding, and functionality. Each aspect was tackled with an SEO-first approach. We expanded the written content on each page to make them more engaging and informative for clients. From the ground up, we built a subsidiary website, Design Center by National Lumber, which utilized a totally unique appearance, design, branding, and content.
Despite being a historic business with a deep legacy, National Lumber rarely made use of video content as a form of promotion. Our team determined it would be beneficial to craft a suite of high-quality video content to drive engagement online. Our team worked together with National Lumber to produce videos that take a look at their operations of different departments, and feature recently complete projects, among others.
For National Lumber’s industry, social media is widely used by contractors as a portfolio for their work. As a building material supplier, it was crucial for National lumber to expand their presence on social media platforms to better connect with potential clients. The Urban Ignite team crafted a social media strategy that ensured consistent posting of strong content. From videos and project highlights to product features and custom templates, our strategy helped grow their following and engagement across a variety of platforms.
Blogs are an extremely valuable way to communicate with your audience about your company. For National Lumber, blogs were written primarily to boost SEO and for use in our monthly newsletters. Topics have included project highlights, builder features, product features, information about the lumber market, a look at design trends, and other education articles to help builders and homeowners learn about the products National Lumber sells.
Building a digital catalogue of content was a key task for our work with Urban Ignite. Primarily, this involves visiting in-progress or finished job-sites they provided materials for, and capturing content of the projects. We have been able to build up a varied portfolio of content that allows us to flesh out original content on the website, social media, and in the newsletters.