DIRECT STRUCTURES
Building exactly what you need.
THE STORY
Direct Structures, Inc. (DSI) is a trusted, family-owned business specializing in custom steel structures. For over 20 years, they have provided durable, high-quality buildings to commercial businesses, municipalities, and individuals across the Midwest. DSI’s commitment to craftsmanship and customer service has earned them a strong reputation—but as their industry evolved, their digital presence needed to keep pace.
THE OPPORTUNITY
Despite their expertise, DSI faced stagnant growth due to an outdated website and an underperforming digital advertising strategy. Their brand voice wasn’t clearly defined, and their online presence wasn’t converting visitors into customers. Their sales team was inundated with Facebook messages from leads that weren’t intending to buy. Recognizing the need for a transformation, they partnered with Intersection to modernize their brand, revamp their website, and launch a strategic digital advertising campaign that would drive high-quality leads.
THE PLAYBOOK
Our creative team developed a comprehensive plan to elevate DSI’s brand and online presence, focusing on three core objectives:
Strengthen brand messaging
to establish trust and highlight DSI’s expertise.
Redesign the website
for a seamless user experience and improved lead generation.
Implement a targeted
digital ad campaign
to drive engagement and conversions.
Messaging
Defining the Brand’s Voice
DSI needed a brand identity that reflected their professionalism, personalized service, and commitment to quality. We crafted a verbal identity built around key characteristics that resonate with DSI’s customers:
Hands-on
Dependable
Knowledgeable
Excited
Philanthropic
Efficient
Real
Reliable
Approachable
Honest
Family-oriented
Experienced
Accessible
Consultative
Mission Statement
To ensure clarity in communication, our teams crafted a concise mission statement:
Quality construction.
Friendly service.
Custom builds.
Website &
Visual Identity Overhaul
The previous website lacked a clear structure and brand consistency. The site was restructured to prioritize user experience, making it easier for visitors to find information and request quotes. Key improvements included:
A clean, modern design aligned with DSI’s industry and audience.
Consistent branding with a cohesive color palette (red, white, and blue) and professional graphics.
A restructured menu that emphasizes building types and streamlines navigation.
Strategic calls-to-action (CTAs) placed throughout the site to encourage inquiries and conversions.
THE ACTION
Brand & Website Launch
Intersection rolled out DSI’s new website, transforming it into a powerful lead-generation tool. The site now showcases DSI’s expertise, quality craftsmanship, and commitment to customer service, effectively positioning them as an industry leader.
Strategic Digital Advertising Campaign
To complement the website launch, our team designed a targeted digital advertising strategy that included:
Google Ads & Meta Ads to reach diverse audience segments.
Custom landing pages tailored to different ad groups, optimizing conversion rates.
Seasonal ad variations to align with industry trends and customer needs.
THE IMPACT
The results of DSI’s digital transformation were immediate and significant:
143% increase
in Google Ads impressions
(January 2025 YoY)
394% growth
in website sessions
108% increase
in cross-channel ad impressions
373% increase
in total website users
24% increase
in ad clicks
998 leads
generated from digital ads in 2025
By revamping their digital presence and launching a data-driven advertising strategy, Direct Structures, Inc. has significantly expanded its reach, improved customer engagement, and increased sales leads. Intersection provided the tools and strategy to ensure DSI’s continued success in a competitive market.
Looking Ahead
With a strong brand foundation, a modernized website, and a scalable digital marketing strategy, Direct Structures, Inc. is now positioned for long-term growth. Intersection will continue to refine campaigns and optimize engagement, ensuring that DSI remains a trusted leader in custom steel structures in Indiana for years to come.