Website Redesign & Local SEO Case Study

Client Snapshot

DeVooght House Lifters is a specialty contractor operating in a high‑consideration, project‑based services category. The team required a modern site that converts, a local search footprint that reflects real‑world service coverage, and a repeatable publishing cadence that does not burden operations.

Attribute	Details
Organization	DeVooght House Lifters
Category	Specialty contractor (house lifting and structural services)
Operating Model	Owner‑led team with centralized marketing and local service delivery
Primary Channels	Organic search, Google Business Profile, inbound phone and form leads
Starting Point	Legacy site with conversion friction and uneven local search visibility
Key Constraints	Lead quality > lead volume, brand integrity, and minimal downtime during launch
Data Stack	GA4, Google Search Console, call tracking, and event‑based lead scoring
Engagement Goal	Redesign for conversion and build a durable local SEO engine

The Challenge

DeVooght House Lifters operated as a specialty contractor in a high-consideration, project-based services category where trust, expertise demonstration, and local visibility directly impact business success. The company faced multiple challenges that required both immediate website improvements and sustainable local search optimization.

Legacy Website and Conversion Issues: The existing website suffered from significant conversion friction, outdated design, and poor user experience that prevented potential customers from easily requesting quotes or consultations. These barriers were particularly problematic for high-stakes service decisions that required clear trust signals and professional presentation.

Uneven Local Search Visibility: Despite providing services across multiple geographic areas, the company’s local search presence was inconsistent and failed to reflect their actual service coverage. This limitation prevented them from capturing qualified local demand for house lifting and structural services in their target markets.

Lead Quality vs. Volume Balance: The organization prioritized qualified lead generation over pure lead volume, requiring optimization strategies that would attract serious prospects while maintaining brand integrity and service standards throughout the customer acquisition process.

Operational Efficiency Requirements: As an owner-led team with centralized marketing and local service delivery, they needed solutions that wouldn’t burden operations or require constant maintenance while still delivering measurable growth in qualified business opportunities.

Business Objectives and Success Metrics

We established success metrics tied to revenue-adjacent outcomes with simplified measurement systems designed for owner and crew lead accessibility. The strategic approach emphasized qualified demand capture rather than vanity metrics.

Objective 1: Seamless Website Redesign – Execute a zero-drama redesign that preserves existing search equity while dramatically improving conversion rates and user experience across all customer touchpoints.

Objective 2: Organic Traffic and Local Discovery Growth – Increase organic sessions from Google and expand local discoverability for all service areas to capture more qualified prospects during research phases.

Objective 3: Qualified Lead Generation – Substantially increase qualified lead flow without sacrificing lead quality or compromising brand standards and professional positioning in the marketplace.

Objective 4: Sustainable Operations – Establish repeatable content creation and local listings management processes that could operate post-launch without constant external dependencies or operational burden.

Strategic Approach and Implementation

We combined conversion-focused website redesign with comprehensive local SEO fundamentals, prioritizing rapid wins and long-term maintainability to ensure the team could sustain momentum independently after launch.

The approach began with detailed auditing and prioritization including baseline traffic and lead analysis, conversion leak mapping, and high-intent page inventory development. Information architecture was completely rebuilt around buyer intent patterns and service coverage areas to align with actual customer search and decision-making processes.

Conversion architecture improvements included clear calls-to-action placement, trust element integration, financing information, and comprehensive project galleries designed to reduce friction for high-stakes service decisions. Local SEO foundation work included location and service-area page creation with unique proof points, standardized NAP consistency, and strategic internal linking structures.

Technical optimization covered Core Web Vitals improvements, script optimization, and comprehensive structured data implementation for Services and Organization schemas. Launch governance included redirect mapping, pre-launch quality assurance testing, log monitoring systems, and rollback contingency planning to ensure smooth transitions.

Program components included mobile-first layout design, sticky contact options, quote request clarity, and credibility block placement. Content strategy focused on service explanations, project spotlights, frequently asked questions, and cost and permit guides aligned with search intent patterns and customer questions.

Key Results and Performance Outcomes

The comprehensive website redesign and local SEO program delivered immediate improvements and sustained growth momentum that exceeded client expectations for both speed and impact.

Qualified Leads: +120% – Strategic conversion optimization and improved user experience resulted in substantial increases in qualified lead generation, directly contributing to business growth and revenue opportunities in target service areas.

Organic Traffic from Google: +200% – Local SEO implementation and content optimization more than tripled organic search traffic, significantly expanding the company’s reach and market presence across all service territories.

Performance improvements were validated through GA4 analytics and Google Search Console data, confirming sustained growth in both sessions and goal completions post-launch, with ongoing content updates and Google Business Profile maintenance reinforcing the positive trajectory.

Implementation Framework and Execution Process

Phase 1 – Audit and Setup: Established comprehensive tracking systems, finalized information architecture decisions, and built redirect registry with testing coverage to ensure seamless transition and accurate performance measurement.

Phase 2 – Build and Quality Assurance: Implemented componentized templates, conducted performance tuning, completed accessibility validation, and staged content for review to prevent launch complications or user experience issues.

Phase 3 – Launch and Stabilization: Executed redirect implementation, monitored crawl logs and search rankings, and rapidly triaged any technical anomalies to maintain consistent search performance throughout the transition.

Phase 4 – Optimize and Scale: Expanded location-specific content, enhanced project galleries, and implemented conversion rate optimization improvements based on lead quality signals and user behavior data for continued growth.

Critical Success Factors

Intent-Aligned Website Architecture: Page structure and content organization mirrored authentic prospect search and decision-making processes, significantly improving both discovery rates and conversion propensity throughout customer journeys.

Performance and Usability Excellence: Faster loading times, cleaner template design, and improved mobile experience reduced friction across all devices and substantially increased user engagement and lead generation rates.

Trust Signal and Proof Density: Strategic placement of real project examples, customer reviews, and clear calls-to-action built credibility essential for high-stakes service decisions and complex contractor selection processes.

Operational Discipline and Process Management: Tight sprint execution, clear ownership assignments, and comprehensive governance procedures transformed the website launch into a sustainable growth inflection point rather than a one-time improvement.

Measurement Rigor and Attribution: Event-level tracking systems and UTM governance maintained focus on qualified lead outcomes rather than vanity metrics, enabling data-driven optimization decisions and reliable ROI demonstration.

The engagement successfully delivered a conversion-ready website and sustainable local SEO engine that work together to generate compound growth effects including more qualified leads, stronger organic visibility, and streamlined processes for continuous improvement without operational burden.