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Case study / SEO / Website experience

More qualified leads from local search.

A service business needed its website to explain where it worked, which jobs it handled and what a useful inquiry should include.

Client
Regional home-services provider
Measured
Two comparable 30-day periods

The situation

The website got people to the form. It didn’t get them ready for the conversation.

People were finding this regional home-services provider. They were reading the service pages, and inquiries were coming in. On the surface, the website was working.

The trouble started after the form. Where the company worked and which jobs it took were scattered across different pages, and the form captured little about the project itself. So follow-up meant clarifying the basics: where is the job, what does it involve, and is it one we take?

None of those answers were a secret. The business knew its service area and the work it does. They just weren’t on the page, in front of the customer, before the customer got in touch.

Where it broke

Every step from search to the first call.

Each stage of the customer’s journey as it was before the work, and as it is now.

  1. 01Arriving from search

    Before: Service pages described the work, but where the company worked was scattered across the site.

    After: Key pages open with the service and the area it covers.

  2. 02Deciding to get in touch

    Before: Whether a job was a fit took digging through several pages.

    After: Service and location information is organized around the questions customers ask.

  3. 03Filling in the form

    Before: The form captured little context about the project.

    After: A simpler inquiry journey collects the project details the team needs.

  4. 04The first conversation

    Before: Follow-up began by clarifying basic requirements.

    After: Customers get in touch with more context, so the conversation can start on the job.

  5. 05Reporting

    Before: Reporting wasn’t aligned with an agreed definition of a qualified inquiry.

    After: Reports count inquiries in the service area, for job types the company takes.

What we did

Four changes to the journey.

What we changed, and why each one mattered to the customer on the other side of the screen.

How we approach SEO

  1. Reorganized service and location information around customer questions.

    We started with what a customer needs to know before calling: do you work in my area, do you do this kind of job, and what happens when I reach out? Those answers were pulled together from the pages they were scattered across and put where people look first.

  2. Rewrote key page introductions and connected related service content.

    The first lines of each key page now say what the service is and where it’s offered. Related services link to each other, so a visitor who lands on the wrong page is one click from the right one instead of one click from leaving.

  3. Simplified the inquiry journey and added relevant project context.

    Fewer steps between reading and reaching out, and a form that asks for the project context the team needs. An inquiry now arrives with the context of the job, not just contact details.

  4. Aligned reporting with an agreed definition of a qualified inquiry.

    We agreed with the team what counts: an inquiry in the service area, for a job type the company takes. Reporting counts those, so two periods are compared on the inquiries worth having rather than on raw form fills.

What changed

35 to 52.

Qualified inquiries per comparison period

Across two comparable 30-day periods, qualified inquiries went from 35 to 52. That’s 17 more inquiries for jobs the company takes, in places it serves.

The pages now answer the first questions before the form asks anything, so customers get in touch with more context. And because the review counted fit rather than volume, the number reflects inquiries the team would want to answer.

What the number doesn’t say

The study compares two 30-day periods on qualified inquiries. It doesn’t count booked jobs or revenue, and one company’s result isn’t a forecast for yours.

  • 35 before
  • 52 after, 17 more

The lesson

Answer the questions that qualify the inquiry.

More useful information before the form can support better conversations after it. Review inquiry fit alongside the raw number of submissions.

It’s tempting to judge a website by how many forms it collects. But an inquiry from outside your area, for a job you don’t do, costs a phone call and earns nothing.

Count the inquiries you’d actually want, and build the pages to produce more of those. The answers customers need are usually already in your head. The work is putting them on the page before the form.

More results

More work and the results behind it.

All results

Next step

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