Since 1988, Stop & Stor has helped thousands of NYC 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 NYC’s leading self-storage facility for over 30 years, and maintains this position by staying committed to three core principles: value, service, and community.
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. Engaging Blue Fountain Media, Stop & Stor 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.
With Stop & Stor’s website lacking differentiation as well as a unique and seamless user experience, BFM was tasked with creating a digital platform that increased search visibility, elevated brand perception, and provided users with a richer, more intuitive experience.
Our team created a comprehensive website strategy aimed at reinforcing local equity, delighting users, and boosting brand recognition.
Building off Stop & Stor’s strong presence in local search results, our team sought to leverage content in a more hyper-focused way to enhance website SEO.
With the foundation of our strategy calling for highly optimized local content, we first created location-specific, search-ready product pages with their own distinct neighborhood theme. Carrying this over into our paid search strategy, we then targeted key business areas by incorporating high-impact keywords that pointed users to individual location pages.
As a result of our SEO efforts, BFM helped Stop & Stor achieve the top search position for relevant neighborhood storage searches, including map positions.
Enhancing Local Content
In an industry where experience means everything, our team zeroed in on enhancing the user experience to make the site more appealing and engaging.
We accomplished this with content by infusing the site with well-crafted messaging, local customer reviews, and on-location amenities, so that each location page served as a portal to the facility itself.
Adding further to this experience, our team added a range of custom iconography and high-res photography tailored to each location, giving the site a more personal look and feel.
Highlighting the Brand
To help Stop & Stor stay ahead of its competitors, BFM needed to help the business communicate its benefits clearly and effectively.
In addition to creating content for Stop & Stor’s “About Us” page focused on its unique history, mission, and values, BFM launched a series of new pages that captured the company’s philanthropic spirit, including its charitable fund and longtime community involvement.
Beyond staying competitive, Stop & Stor also wanted to appeal to local talent. Launching a fully revamped “Careers” page, we emphasized the benefits of working at the value-driven company and becoming part of the Stop & Stor family.
With refreshed creative, optimized searchability, and enhanced storytelling giving Stop & Stor a more powerful digital presence, we expect to see the storage king ruling the local industry for many years to come.