Contractors & trades · Sacramento, CA

Goodwin-Cole

Goodwin-Cole has provided residential and commercial shade solutions in Sacramento since 1888, including pergolas, slide-wire canopies, awnings, and shade sails.

InfoStar replaced its previous website and built a system that helps the team qualify, assign, track, and follow up with new leads.

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Project details

Client: Goodwin-Cole, residential and commercial shade
Industry: Contractors and trades
Where: Sacramento, California
In business since: 1888
What we built: Custom website and gallery, search improvements, Meta advertising, lead distribution and follow-up, referral and review programs, and reporting
Services used: Website design, SEO, AI search optimization, Facebook and Instagram advertising, lead distribution, email follow-up, reputation management, custom systems, and ROI tracking

Starting point

Goodwin-Cole needed a website and marketing system that matched its products and sales process.

Goodwin-Cole had built much of its business through word of mouth. Its previous website no longer showed the quality or range of its high-end shade solutions.

The project started with a new website, but the larger opportunity was to connect the company’s product presentation, advertising, lead assignment, follow-up, referrals, reviews, and reporting. The goal was a better public presence and a more useful process for the people handling new business.

A completed Goodwin-Cole pergola installation beside a residential pool — The website needed to represent the quality of the finished work. Goodwin-Cole project photography

The public Goodwin-Cole residential project gallery organized by product type — **Residential gallery**The live product gallery the team can open during sales conversations.

Goodwin-Cole team members at their booth during a home show — **Home show**The Goodwin-Cole team at an actual event booth.

Website and gallery

The website presents products and supports sales conversations.

InfoStar built a fast, custom website with a clear presentation of Goodwin-Cole’s residential and commercial products.

Photos can be added to the gallery and organized by product. At home shows and expos, the team can open the relevant gallery for an interested prospect instead of sorting through pamphlets, brochures, or flyers. This also reduces the need to print and ship those materials.

We improved the site’s visibility in traditional search and its chances of being recommended in AI-generated answers.

Organized by productRelevant project photos are easier to find and present.

Ready for eventsThe team can use the live website during in-person sales conversations.

Less printed materialDigital galleries reduce dependence on brochures, flyers, printing, and shipping.

Lead process

Qualified leads are assigned, tracked, and followed up.

This is the working process behind the campaigns, from the first form submission through ongoing follow-up.

Meta advertising collects project details.

Several campaigns ask qualifying questions before the inquiry reaches the sales team.
Qualified leads enter the shared record.

InfoStar and Goodwin-Cole can review the active lead record whenever needed.
A sales rotation assigns the lead.

The rotation distributes qualified inquiries evenly among the salespeople.
The prospect and salesperson are notified.

The prospect receives a personalized acknowledgment, and the assigned salesperson receives the inquiry details by text.
Appointments connect to internal systems.

When a qualified prospect schedules, the details are synced so the salesperson does not need to enter the same information again.
Follow-up continues when appropriate.

With permission, prospects who are still deciding can receive email follow-up based on the products that interested them.

Shared accessInfoStar and Goodwin-Cole can review active qualified leads.

Individual trackingEach salesperson has a dedicated lead sheet for status notes and follow-up.

ReportingMarketing sources and lead activity stay available for both teams to review.

Continued marketing

Follow-up, referrals, and reviews support continued marketing.

The website and advertising create the opportunity. Follow-up, referrals, and reviews help Goodwin-Cole make better use of it.

Email follow-up

Prospects who do not purchase right away can continue receiving relevant information about the products they considered.

Customer referrals

A referral program gives satisfied customers a clear way to introduce Goodwin-Cole to other potential customers.

Customer reviews

A reputation program helps Goodwin-Cole request more reviews and continue strengthening its online presence.

About 45 days from the first website mockup to launch

Timeline and relationship

InfoStar continues to support Goodwin-Cole after launch.

The finished site gives Goodwin-Cole an online presence that better matches the company and the quality of the products it sells and installs.

The relationship continues today. InfoStar works directly with Goodwin-Cole’s owners, marketing director, salespeople, and financing team, with frequent in-person meetings to review performance, address new needs, and continue improving the website, marketing, and sales systems.