The Challenge: Starting from Zero
When a newly launched home safety contractor in Michigan approached us, they had a powerful mission—to help homeowners make their spaces safer through services like grab bar installation, stair railings, accessible bathroom modifications, and general fall prevention. But despite a clear value proposition and a growing demand for aging-in-place and home safety solutions, they faced a critical problem: they had no digital presence whatsoever.
No website. No content. No Google Business Profile. No online visibility.
This lack of foundational infrastructure made it nearly impossible to generate leads or build awareness in their local market. In a world where customers rely on search engines to find and vet service providers, being invisible online meant missing nearly every potential opportunity.
They needed more than just a website—they needed a complete digital platform designed to capture local search traffic, build credibility, and convert visitors into customers. And they needed it to start working, fast.
Our Solution: A Purpose-Built Digital Launch Strategy
We partnered with the client to deliver a full-scope digital buildout from scratch, leveraging our proven experience with home service contractors and our SEO-forward development framework. Our goal was clear: create a high-performing online presence that not only looked professional but also drove measurable business results.
Here’s what we delivered:
- Custom Website Design and Development: We launched a fully responsive, mobile-optimized website built using our battle-tested home services template. It was designed for both users and search engines, with fast load times, intuitive navigation, and clear calls to action on every page.
- Search-Optimized Content Creation: Because the client had no existing copy, we created all on-page content from the ground up. Our content strategy focused on key local search terms like “grab bar installation in Michigan,” “home safety contractor near me,” and “accessible bathroom remodel Michigan.” Each page was crafted to align with high-intent queries and to educate prospects on the importance of home safety services.
- Foundational SEO Setup: From the very beginning, every technical detail was optimized for search engine visibility. This included proper use of headers and meta tags, schema markup for local services, image optimization, and internal linking for crawlability. We also submitted XML sitemaps, created robots.txt files, and registered the site with Google Search Console.
- Local SEO and Google Business Profile Optimization: To help the contractor rank for local searches, we also created and optimized a Google Business Profile, ensuring consistency in NAP (name, address, phone number) and encouraging review generation to build early trust signals.
The Results: A Zero-to-One Success Story
In just one year, this Michigan home safety contractor went from digital obscurity to a reliable online lead engine. Despite starting from a blank slate, the results were both measurable and meaningful:
- 712 organic search clicks were generated by users actively searching for home safety services in their region.
- 118 qualified leads came directly from the website, including calls, form submissions, and appointment requests.
The site now appears in search results for a range of service-specific keywords, outranking more established competitors who have been online for years. Even with a modest service area and niche offering, the contractor is now visible, findable, and trusted online—exactly what they needed to build early momentum.
Why It Worked: A Smart Start with SEO at the Core
Many contractors make the mistake of launching a barebones website without considering SEO from day one—only to spend months (or years) rebuilding and re-optimizing. Our approach flips that script.
By combining conversion-focused design with strategic, local SEO right from the start, we helped this client bypass common pitfalls and begin generating leads far faster than most new businesses in their category.
Conclusion: Digital Growth Starts with the Right Foundation
This case study proves that even when you’re starting from zero, the right digital partner can help you build a strong foundation for long-term success. By focusing on the fundamentals—performance, content, visibility, and user experience—we transformed a new business into a digitally competitive force within one year.
For contractors entering a new market or launching a new business, our process delivers exactly what’s needed: visibility, credibility, and leads.
