The Challenge: Strong Services, Weak Search Presence
A well-established exterior remodeling contractor based in Raleigh, North Carolina, came to us with a frustrating problem: despite offering a full suite of high-demand services—including roofing, siding, windows, doors, and gutter replacement—their organic lead volume had plateaued.
Their website was functional but underdeveloped. It lacked dedicated, optimized content for each service offering. Instead of detailed, search-friendly pages tailored to homeowner intent, most of the site’s messaging was broad and generic. As a result, the contractor was missing out on valuable local search traffic from homeowners actively seeking help with specific exterior remodeling projects.
This lack of service-specific content also created confusion for users. Visitors weren’t able to easily understand the breadth of services available, which led to missed opportunities for cross-selling and fewer conversions overall. Without a clear content structure, the contractor was failing to compete effectively in Raleigh’s increasingly competitive home remodeling market.
Our Solution: Strategic Content Expansion and Optimization
To solve this challenge, we delivered a comprehensive content development and SEO strategy aimed at increasing both visibility and lead conversion through thoughtful on-site enhancements.
Here’s how we approached the project:
- Service-Specific Page Buildout: We created individual, fully optimized landing pages for each core service—roofing, siding, window replacement, door installation, and gutter systems. Each page was designed to answer common homeowner questions, highlight unique value propositions, and target high-intent, local keywords like “Raleigh siding contractor” and “roof replacement in Wake County.”
- Location Relevance and Local SEO: We strengthened the contractor’s visibility in hyper-local searches by adding city- and county-specific references throughout the site. We also added schema markup and localized meta tags to better align with Google’s local ranking signals.
- Structured Content and Internal Linking: We revamped the website’s overall content architecture to ensure clarity and crawlability. Services were logically grouped and linked, helping both users and search engines understand the full scope of offerings. Clear calls to action were embedded throughout, encouraging visitors to request a quote, schedule a consultation, or explore additional services.
- Content Designed to Convert: We went beyond SEO and focused on conversion optimization. Each new service page featured before-and-after photos, trust-building elements (like certifications and warranties), and FAQs to reduce friction and build confidence in the contractor’s expertise.
This holistic approach ensured that the site not only ranked higher in organic search results, but also guided visitors to take meaningful next steps—ultimately driving more leads.
The Results: 190% Increase in Monthly Organic Leads
The impact was fast and significant. After launching the optimized service pages and implementing our SEO enhancements, the contractor’s monthly organic leads more than doubled—increasing from 27 to 61 leads per month, a 190.04% growth.
The new service-specific pages consistently ranked in top local search results, drawing in qualified traffic from homeowners looking for exactly what the contractor offered. In addition, the site’s improved structure made it easier for visitors to explore related services, increasing time on site, engagement, and multi-service inquiries.
Importantly, this growth came without increasing ad spend or launching a paid campaign. The results were driven entirely by improved organic performance—proof that smart SEO and content strategy can have a direct, measurable impact on business outcomes.
Why It Worked: Targeted Content That Reflects Customer Behavior
Many remodeling contractors offer a wide range of services but fail to clearly communicate that on their websites. In today’s search-driven world, potential customers are looking for specific solutions to specific problems. Our strategy focused on aligning the contractor’s web content with how homeowners search for help—and delivering the information in a way that was structured, relevant, and easy to act on.
Conclusion: Turning Visibility Into Lead Velocity
This case demonstrates that even if your business already has a steady online presence, there’s still untapped potential to be gained through better content structure, SEO execution, and user-focused site design.
For this Raleigh-based contractor, content optimization wasn’t just about improving rankings—it was about transforming their website into a true sales tool. And with a 190% increase in monthly organic leads, the results speak for themselves.
