National Lumber

Over 100 Years as Baltimore's Local Building Material Supplier

A Part of Baltimore History

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. 

The Challenge

National Lumber previously had a website that was visually appealing, but struggled with functionality as well as SEO optimization. At the time, the company was also rebranding and needed the aesthetic updated. For social media, they were not making a satisfactory push connecting with clients through consistent and strong content. As an established brand, their backlog of visual content needed to be updated to better capture the business in its best light.

The Solution

The Urban Ignite team took a multi-pronged approach when devising a marketing strategy for National Lumber. The website was rebuilt in our platform from the ground up, improving its appearance, functionality, and prioritizing for SEO. On social media, we created a consistent posting schedule and began sourcing and capturing quality content form clients they worked with. We furthered connections with clients by creating a monthly email newsletter with articles written by our team on everything from the lumber market to advice for homeowners. We also worked with National Lumber to create standout videos for use online and in ads.

On-Going Website Development

Strong web design is the cornerstone for success online. We rebuilt the entirety of National Lumber’s website, 更新的审美, 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. 

Social Media Marketing

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. 

Blog Writing

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, 和通讯. 

The Results

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Client Testimonial

What National Lumber Said About Our Work

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