Hometalk builds a DIY home improvement community

Miriam and the Hometalk team retooled their marketing strategy and rebuilt Hometalk as a community empowering DIYers to roll up their sleeves and get the job done themselves, while providing a space for industrious bloggers to build out their own brands.

With this new approach, the New York City-based company turned into a full-time, booming business, now staffing 37 employees. The website is monetized through programmatic ads and direct sales offerings that connect brands to DIYers seeking to purchase tools and materials for their projects. 

Today, 10 years after the company’s founding, the Hometalk community garners 30 million monthly pageviews, has 7 million unique monthly visitors and 90,000 new monthly signups. Their app is also quite popular, receiving 3.3 million monthly pageviews and 20,000 new signups a month.  

Building a DIY web community

The Hometalk website serves as the brand’s digital hub, where DIYers can explore 169,000 project tutorials on a wide-sweeping range of topics, including how to build, decorate, upcycle, decorate, clean, repair, organize and more. Projects are also organized by rooms and spaces, from breakfast nooks to bedroom closets, and entryways to basement bars — and even budget-friendly patio ideas for renters.