Stop & Stor

The Client

Since 1988, Stop & Stor has helped thousands of New York City customers access convenient and affordable self-storage solutions in the same city boroughs where it originated. A family-owned business, Stop & Stor has held the title of New York City’s leading self-storage facility for over 30 years and maintains this position by staying committed to three core principles: value, service and community.

The Situation

Although Stop & Stor has experienced steady growth since its launch, strong competition from other local players inspired the self-storage king to give its site a digital makeover. The company sought to create a digital space that enhanced brand value and perception and brought to life the company’s deep community roots while showcasing its value-driven business approach.

The Challenge

Because Stop & Stor’s website lacked differentiation as well as a unique and seamless user experience, the company wanted to create a digital platform that increased search visibility, elevated brand perception and provided users with a richer, more intuitive experience.

The Solution

Working with Blue Fountain Media, the teams created a comprehensive website strategy aimed at reinforcing local equity, delighting users and boosting brand recognition. Building on Stop & Stor’s strong presence in local search results, the BFM team sought to leverage content in a more hyper-focused way to enhance website SEO by first creating location-specific, search-ready product pages with their own distinct neighborhood theme. Carrying this over into the paid search strategy, the team then targeted key business areas by incorporating high-impact keywords that pointed users to individual location pages.

Additionally, the team focused on enhancing the user experience to make the Drupal site more appealing and engaging by infusing it with well-crafted messaging, local customer reviews and on-location amenities, so that each location page served as a portal to the facility itself. Complementing this experience, the team added a range of custom iconography and high-res photography tailored to each location, giving the site a more personal look and feel.

To help Stop & Stor stay ahead of its competitors, it needed to clearly and effectively communicate its benefits. The teams created content for Stop & Stor’s “About Us” page focused on its unique history, mission and values, as well as launching a series of new pages that captured the company’s philanthropic spirit, including its charitable fund and longtime community involvement. The company’s revamped “Careers” page emphasized the benefits of working at the value-driven company and becoming part of the Stop & Stor family.

The Results

With refreshed creative, optimized searchability that yielded top search positions for neighborhood storage searches, and enhanced storytelling giving Stop & Stor a more powerful digital presence, the storage king anticipates ruling the local industry for many years to come.