Sample case study. Client details, results and quotes on this page are illustrative examples of how we report results. They will be replaced with real client results.
About the Business
A design-build renovation company in south Calgary focused on kitchens, bathrooms and basements, with a team of nine and a strong portfolio of finished projects.
What Wasn't Working
Most of their leads came from paid lead marketplaces, where they paid for each lead and often competed with three or four other contractors for the same job.
Their own website wasn't pulling its weight:
- They ranked for their business name, but not for any service searches
- One thin "Renovations" page instead of dedicated kitchen, bathroom and basement pages
- Over 140 broken links, duplicate titles and project pages Google couldn't index
- No content answering the questions homeowners ask before hiring, like cost and timelines
- Competitors ranking above them had detailed service pages and cost guides
What They Wanted
- Rank on page one for kitchen, bathroom and basement renovation searches in Calgary
- Build a source of exclusive leads that call them directly
- Reduce reliance on paid lead marketplaces
What We Did, Step by Step
- 1
Technical Clean-Up
We fixed broken links, duplicate titles, indexing issues and slow pages so Google could properly crawl and trust the site.
- 2
A Keyword Plan Around Buyer Searches
We targeted searches with clear intent to hire, like "kitchen renovation Calgary" and "bathroom renovation cost Calgary", not vanity terms.
- 3
Dedicated Service Pages
We built in-depth pages for kitchens, bathrooms and basements, with process, pricing ranges, project photos and clear calls to action.
- 4
Content That Answers Buyer Questions
Cost guides and planning articles answered the questions homeowners research before hiring, then led them to request a consultation.
- 5
Local Authority
We earned mentions and links from local suppliers, associations and a community feature, building credibility in Calgary.
- 6
Monthly Reporting
Each month the owners saw rankings, traffic, leads and a clear list of work completed.
How It Unfolded
- Months 1–2
Foundations
Technical fixes, keyword plan and new service pages.
- Months 3–5
Content
Cost guides and planning articles published, internal links strengthened.
- Months 6–8
Authority
Local links and mentions earned, project pages optimized.
- Months 9–10
Refine and Expand
Top pages refreshed, new content for basement and condo renovations.
Before and After
View as table
| Period | Leads |
|---|---|
| Before | 5 |
| M1 | 5 |
| M2 | 6 |
| M3 | 8 |
| M4 | 10 |
| M5 | 13 |
| M6 | 16 |
| M7 | 20 |
| M8 | 23 |
| M9 | 26 |
| M10 | 29 |
| Metric | Before | After |
|---|---|---|
| Organic leads | 5/mo | 29/mo |
| Service keywords on page one | 2 | 19 |
| Organic visits to service pages | 410/mo | 1,690/mo |
| Critical technical errors | 140+ | 0 |
| Paid marketplace leads they relied on | 22/mo | 9/mo |
How We Tracked Every Lead
Forms and calls from organic search visitors were tracked in Google Analytics, and rankings and search visibility were monitored in Google Search Console and a rank tracker. Each lead was also logged in their sales pipeline, so the owners could see how many became projects.
“These leads call us directly. They've already read our cost guides, and they're ready to talk about their project.”
What Made the Difference
Answer the Money Question
Cost guides attracted homeowners who were serious about renovating, and they arrived better informed.
Dedicated Pages Beat One Generic Page
Separate kitchen, bathroom and basement pages each ranked for their own searches.
SEO Compounds
Growth was slow for the first few months, then accelerated as pages and authority built on each other.
Questions You Might Have
Would this work for my business?
If customers research online before hiring, and you're willing to invest for several months, SEO can build a lead source you don't pay for per click. We'll assess your site and competition on a free strategy call.
What did it cost?
$500/month for SEO. There was no ad spend.
How long did it take to see results?
Early gains appeared around month three. Leads grew steadily from month five onward, and the trend was still climbing at month ten.
