Graviss Marketing
Case Study
Modernizing the Digital Front Door for a 40 Year OOH Market Leader in the Carolinas
The Challenge
Capital Outdoor Advertising has been placing billboards across North Carolina and Virginia since 1984. Founded by Steve Bryant and led today by CEO Robert Sykes and COO Clay Bryant, Capital Outdoor operates more than 1,000 billboard faces from its headquarters in Zebulon, NC, concentrated along interstates, US highways, and key travel corridors across the Carolinas and Virginia. The company’s staff carries over 160 years of combined outdoor advertising experience, and its client base is built on decades of local relationships with businesses that have been running billboard campaigns for years.
Despite that depth and market presence, Capital Outdoor’s digital infrastructure had not kept pace. The company was operating across two separate domains, capitaloutdoorinc.com and capitaloutdooradvertising.com, with no clear primary, causing fragmented search authority and a confusing experience for anyone trying to find them online. The existing site did not reflect the company’s scale, did not surface the team’s expertise, and was not structured to capture the inbound advertiser interest that a 1,000 face billboard plant operating in competitive markets should be generating.
Clay Bryant, COO, engaged Graviss Marketing to build a modern, functional website that would do the work of representing Capital Outdoor professionally and set up the infrastructure needed to turn the company’s digital presence into a consistent source of advertiser leads.
The Approach
Graviss Marketing was engaged to design, build, and manage Capital Outdoor’s new website from the ground up, migrating the company off its prior hosting environment and consolidating its digital presence under a single, authoritative domain.
“We used Graviss to revamp our outdated website capitaloutdoorinc.com. Jonathan was very quick at turning around the work he did on it and took any tweaks we needed and updated quickly for a very fast process. After he finished the website, which we get inbound leads we never received before, he started work on our SEO that continues to improve each month in ranking.”
Clay Bryant, COO, Capital Outdoor Advertising · 5-Star Google Review
Ongoing Partnership
Capital Outdoor Advertising is an active Graviss Marketing client. The website launched in February 2026, began generating inbound leads immediately, and has continued to build SEO authority month over month since launch. Clay Bryant confirmed the results directly in a follow up after the IBO and subsequently posted a public Google review.
The Outcome
Capital Outdoor Advertising went from a fragmented, outdated digital presence to a single, professional website that accurately represents the company’s scale, experience, and team, launching in February 2026 and generating inbound leads within weeks of going live.
In COO Clay Bryant’s own words, the new website delivers inbound leads the company never received before. SEO rankings have improved consistently every month since launch. The domain consolidation cleaned up years of split search authority, giving Capital Outdoor a single authoritative web presence for the first time.
The advertiser resources section has improved the production workflow for the art department and client communications. The team bio pages give a 40 year old company with 160+ years of staff experience the professional introduction it has always deserved online.
For a family owned operator with deep roots in the NC and Virginia markets, the new site is no longer a liability. It is a working part of the sales infrastructure.
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