This home services company offered five distinct services — landscaping, irrigation, outdoor lighting, concrete work, and holiday lighting — but had built a single-page website that lumped everything together. They were getting some traffic but converting poorly, and they had no visibility for their most profitable services. They wanted to grow without increasing their paid ad spend.
The Challenge
The fundamental problem was a lack of topical depth and service-level page architecture. Google couldn't understand what the business specialized in because there was no dedicated content for any individual service. Their blog was empty. Their GBP was basic. And their competitors — larger companies with bigger marketing budgets — dominated search for every high-intent keyword in their market.
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My Approach
Month one was foundation: a full audit, keyword research across all five service lines, and a content architecture plan. Months two through four focused on building out individual service pages with proper on-page structure, internal linking, and schema markup. From month five onward I developed a monthly content calendar targeting informational keywords in their service areas — the kind of content that builds topical authority over time. GBP and local signals ran as a parallel workstream throughout.
Key Highlights
Service page architecture built for all five service lines
22 blog posts published over 18 months targeting informational keywords
Topical authority built in landscaping and irrigation verticals
Organic lead volume increased 112% over 18 months
Cost per organic lead 74% lower than their paid search campaigns
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The Results
By month 18 the client's organic lead volume had grown 112% compared to when they started. More importantly, the cost per lead from organic was 74% lower than their paid search campaigns — which they were able to reduce significantly as organic picked up the slack. The client credited the content strategy as the highest-ROI marketing investment they'd made in five years of operation.
Let’s review your website together, uncover growth opportunities, and plan improvements—whether you work with me or not.
