Construction Coordination Firm
How We Grew Form Submissions 700% for a Pickleball Court Construction Startup
Services:
SEO
Industry:
Construction, B2B
+144%
ORGANIC SESSIONS
+700%
FORM SUBMISSION
The Client
An e-commerce business distributing HVAC components across the US. They were running a Google Ads PPC program that, on paper, looked healthy. Impressions and clicks were solid, and conversions were coming in, just not the right kind. Almost none of that traffic was turning into actual purchases.
The Challenge
The account’s conversion tracking was working against itself. Add to cart, begin checkout, and purchase were all set as primary conversion actions, so the campaign had no single, clear signal to chase. That muddled data caused two problems down the line: it kept the campaign optimizing toward cheaper, upper-funnel actions instead of purchases, and it meant there was no clean data to set an accurate ROAS target with. Fixing the tracking would need to come first. Getting ROAS under control would come next.
The Goal
Increase conversion value. Increase ROAS. Turn all that traffic into real revenue.
STRATEGY
Getting Found in Every Market
Step 1) On-page Optimization for Existing Pages
A well designed site and a well optimized site aren’t always the same thing. We kept the design the client loved and worked on everything underneath it. That included rewriting title tags and meta descriptions, setting up a clean H-tag structure, adding image alt text, and building internal links between related pages. We also refined the copy so it matched what buyers were actually searching for. The site looked the same to visitors but made a lot more sense to Google.
Step 2) Develop Geo-Targeted Landing Pages
Develop a series of geo-targeted landing pages that capture search queries for states and major metro areas across the country (e.g. a page that targets Pickleball Builders in Austin, TX).
Most people looking for a court builder search by location. Without a local office in each market, the client had nothing for Google to show in those searches. Geo-targeted pages gave each state and major metro its own page to rank, putting the client in front of buyers nationwide.
Step 3) Leverage Backlinking Opportunities
Leverage backlinking opportunities from topically relevant sites.
Links from other websites tell Google that a site is trustworthy, and the client didn’t have many yet. Links with topical relevancy carry more weight than a pile of random ones.
RESULTS
Results
Over a 6 Month Period
The client started with a good looking site that search engines couldn’t make sense of. We gave every page a clear job, built pages for the markets they wanted to win, and earned the links a new domain needs. Six months later, their contact form was doing what it was built to do.
+144%
ORGANIC SESSIONS
+700%
FORM SUBMISSION
