Local Website Redesign for Improved Search Rankings
Boosting Local Visibility with a Complete Website Redesign and SEO Strategy for a Local Service Contractor in Baton Rouge
The Impact of Chaz Edward Local Marketing's SEO StRategy
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Introduction
A strong online presence is essential for any local business aiming to thrive in a competitive market. And the foundation of any online presence is a well-optimized website.
For our client, a local service contractor, the reality was far from this ideal.
In this case study, we’ll show how we transformed a struggling local business website into a high-performing digital asset, significantly boosting its search engine rankings, increasing organic traffic, and driving measurable growth in lead generation.
Despite having a website, their online visibility was minimal, and they were struggling to attract the local leads needed to grow their business. With their best keyword ranking at a dismal #37 and minimal traffic coming from search engines, it was clear that something had to change.
Recognizing the urgent need for improvement, the client reached out to our agency, seeking to overhaul their online presence. Their primary goals were to improve keyword rankings, enhance local SEO, and increase lead generation through their website. Our agency took on the challenge, embarking on a comprehensive campaign that would ultimately transform its digital footprint.
The Challenges
The client’s website faced several critical issues that hindered its performance and visibility in search engines. Below is a detailed examination of these challenges:
- Thin Content on Service Pages
The service pages on the client’s website were sparsely populated with content. These pages lacked the depth and detail needed to engage visitors or satisfy search engine algorithms. Thin content not only detracts from the user experience but also makes it difficult for search engines to understand and rank the page for relevant queries. This was a major barrier to achieving good rankings for competitive local keywords. - Wix Platform Limitations
The website was built on Wix, a popular website builder known for its ease of use but also its limitations in terms of SEO and customization. Wix’s platform constraints made it challenging to implement advanced SEO techniques, customize the site architecture, or optimize for speed and performance. These limitations prevented the website from achieving its full SEO potential and stifled its growth in search rankings. - Absence of On-Page Optimization
On-page SEO involves optimizing individual web pages to rank higher and earn more relevant traffic in search engines. Unfortunately, the client’s website had no structured approach to on-page optimization. Key elements like meta tags, header tags, keyword optimization, and internal linking were either missing or poorly executed, contributing to poor search engine rankings and limited organic traffic. - Poor Keyword Ranking
One of the most telling indicators of the website’s struggles was its poor keyword performance. The best-ranked keyword, “fencing Baton Rouge,” was positioned at #37 in search results. This meant that the website was not even on the first three pages of search results for a crucial local keyword, severely limiting its visibility to potential customers. - Lack of Local Optimization
Local SEO is critical for businesses that serve specific geographic areas. However, the client’s website had very little local optimization. Despite targeting multiple areas outside of Baton Rouge, there were no dedicated location pages to support these efforts. As a result, the website struggled to rank in local searches outside its immediate area, missing out on valuable traffic from neighboring regions. - Duplicated Service and Product Pages
The website contained duplicated pages for services, and in some cases, the same services also had separate product pages. This duplication not only confused users but also diluted the website’s SEO efforts. Search engines struggle to determine which version of the page to rank, often leading to lower rankings for all versions. - Limited Lead Capture Elements
Effective lead-capture elements are essential for converting website visitors into potential customers. However, the client’s website was lacking in this area. There were few opportunities for visitors to engage, such as a click-to-call button or prominent call-to-action (CTA) elements. This made it difficult to convert the limited traffic the site was receiving into leads.
Our Solution
To address these challenges, our agency proposed a comprehensive overhaul of the client’s online presence, encompassing a wide range of services designed to optimize every aspect of their website and digital strategy. We focused on SEO’s technical and strategic aspects, leveraging our expertise to maximize results. Here’s how we approached the transformation:
Semi-Custom Website Design
Understanding the limitations of the existing Wix platform, we recommended a semi-custom website design that would allow for greater flexibility, customization, and optimization. This approach enabled us to tailor the website to the client’s specific needs while maintaining cost-effectiveness. By moving away from Wix and utilizing a more robust platform, we could implement advanced SEO techniques and optimize the site for performance and user experience.
Locally Optimized Website for Better Keyword Ranking
One of the primary objectives was to improve the client’s keyword rankings, particularly for high-value local search terms. We built the new website with a strong focus on local optimization, ensuring that it was designed to rank for a wide range of keywords relevant to the client’s services and geographic areas. This included the creation of dedicated location pages, optimized for local search queries, which played a crucial role in enhancing the site’s visibility in local search results.
Semantic Topical Maps
To establish the client’s website as an authoritative source in the fencing niche, we employed semantic topical maps. This strategy involved structuring the website around key topics and subtopics that were relevant to the client’s services. By creating a clear and logical architecture, we ensured that search engines could easily understand the site’s content and relevance, boosting its ability to rank for a broader range of keywords.
Immediate Impact
Our approach was designed to deliver immediate results. From the day of the new website’s launch, we aimed to see significant improvements in both keyword rankings and overall site performance. This was achieved through a combination of technical optimizations, strategic content creation, and focused local SEO efforts.
What We Did
The execution of our strategy involved a series of carefully planned and implemented actions. Here’s a detailed breakdown of what we did to transform the client’s website:
- Website Design/Redesign
We redesigned the website from the ground up, expanding it to 40 pages. This included creating detailed and informative service pages, location pages, and other relevant content that was previously missing. The redesign also focused on improving user experience, making the site more navigable and engaging for visitors. Check out our website portfolio to see our beautifully crafted websites to enhance online presence. - Custom Elementor Kit & Web Graphics
To enhance the visual appeal and user experience of the website, we implemented a custom Elementor kit, along with 10 custom web graphics. These graphics were strategically placed on the top pages to capture visitors’ attention and convey the client’s brand message effectively. - Keyword Research & Analysis
Comprehensive keyword research formed the foundation of our strategy. We conducted an in-depth analysis to identify the most valuable search terms for the client’s business, considering factors such as search volume, competition, and relevance. This research guided the creation of content and the optimization of pages, ensuring that the website targeted high-value keywords with the potential to drive significant traffic. - Topical Mapped Web Architecture
Using the insights gained from our keyword research, we developed a topical mapped web architecture. This involved structuring the website in a way that aligned with the most important topics and subtopics within the fencing niche. By organizing the content into logical clusters, we ensured that both users and search engines could easily navigate the site and understand its relevance.
- Technical SEO & Site Performance
Technical SEO was a critical component of our strategy. We performed a thorough audit of the new website, identifying areas where performance could be improved. This included optimizing site speed, ensuring mobile-friendliness, improving crawlability, and addressing any technical issues that could hinder search engine indexing. These optimizations helped boost the website’s overall performance, making it more competitive in search results. - Location Page Optimization
Recognizing the importance of local SEO, we created and optimized location pages for the client’s target areas. Each location page was tailored to the specific geographic area it served, with content optimized for local search queries. This not only improved the site’s visibility in local search results but also made it more relevant to users searching for fencing services in those areas. - Full On-Page Optimization
On-page optimization involved a comprehensive review and enhancement of all key on-page elements. We optimized meta tags, header tags, content, and internal linking to ensure that each page was fully optimized for its target keywords. This included creating compelling title tags and meta descriptions, using header tags to structure content, and strategically placing keywords throughout the content to improve relevance. - Google Analytics & Search Console Setup
To track the performance of the new website and provide ongoing insights, we set up Google Analytics and Google Search Console. These tools allowed us to monitor traffic, user behavior, keyword rankings, and other important metrics, providing valuable data that informed our ongoing optimization efforts.
- Google Business Audit and Optimization
We enhanced the client’s local visibility by fully optimizing their GBP (Google Business Profile). We used Local Viking to run a competitor audit and then manually checked NAP and brand details allowing us to glean valuable insights. This included updating critical business information, selecting relevant categories, crafting a keyword-rich description, adding high-quality images, responding to reviews, posting regularly, and much more. These efforts improved their presence in local search results, driving more qualified traffic and leads.
- Social Media Integration
In addition to optimizing the website, we also focused on building a strong social media presence for the client. We set up and optimized profiles on key social media platforms, including YouTube, Facebook, Instagram, and Pinterest. This multi-platform approach helped to create a cohesive online presence, supporting the client’s SEO efforts and increasing brand visibility. - YouTube Channel Setup
We launched a new YouTube channel, complete with a custom-designed profile picture, cover photo, and watermark. We crafted a detailed business description, integrated clickable links to other platforms, and meticulously optimized all information with accurate keywords to maximize visibility and brand consistency. - Facebook Business Page Optimization
We optimized the existing Facebook account by designing and uploading new profile and cover photos. We updated the alt text for these images, created a new bio with the phone number prominently displayed for immediate audience access, and ensured all essential information was accurately listed. We also wrote a comprehensive “About Me” section with a detailed description and added clickable links to other social platforms. - Instagram Brand Profile Optimization
We optimized the existing Instagram account by designing and uploading a new profile picture featuring the updated logo. Made a new bio and put the phone number there, as that is the first thing the audience sees when they enter in the Instagram page. Additionally, we included clickable links to other social platforms, meticulously verifying that all details were correct and consistent with the brand’s identity. - Pinterest Board Setup
We created a new Pinterest business account, complete with a custom-designed profile and cover pictures. We wrote a detailed description packed with relevant information and keywords within the character limit. Additionally, we added the website, email, phone number, and other essential details, ensuring all information was accurate and aligned with the brand’s goals. - 3 Zoom Design & SEO Sessions
Throughout the project, we maintained close communication with the client through three Zoom design and SEO strategy sessions. These sessions allowed us to align on the overall direction of the project, address any concerns, and ensure that the client was fully satisfied with the progress being made. By involving the client in the process, we fostered a collaborative relationship that contributed to the success of the campaign.
Transform Your Website for Top Search Rankings and Enhanced Local Visibility!
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The results of our campaign were nothing short of transformative, reflecting the effectiveness of our comprehensive approach:
- Keyword Performance
One of the most significant outcomes of the campaign was the dramatic improvement in keyword rankings. On average, the client’s keywords moved up by 72 positions in search results, a remarkable increase that positioned the website to compete more effectively for valuable search terms. This improvement was a direct result of our advanced keyword strategy, topical mapped web architecture, and on-page optimization efforts.
- Top 10 Rankings
Four of the client’s targeted keywords now rank in the top 10 of Google search results. Achieving top 10 rankings is a major milestone, as it places the website on the first page of search results, where it is most likely to be seen and clicked by potential customers. These rankings have significantly increased the website’s visibility and contributed to a steady stream of organic traffic. - Top 30 Rankings
In addition to the top 10 rankings, an additional 24 keywords now rank in the top 30. This broader range of high-ranking keywords has expanded the website’s reach, attracting more visitors from a variety of search queries. The diversity of these rankings demonstrates the effectiveness of our topical authority strategy and the depth of our keyword research.
Client Satisfaction
Customer satisfaction is at the heart of everything we do, and we are committed to exceeding expectations with every project we undertake. The client was extremely satisfied with the results of the campaign. Our collaborative approach, involving the client in key decisions and maintaining open communication throughout the project, was particularly appreciated. Our client also expressed confidence in the long-term impact of the changes, recognizing that the foundation we had built would continue to drive great results.
Conclusion
This case study illustrates the power of a well-executed SEO and website redesign strategy in transforming a struggling local business into a search engine powerhouse. By addressing the technical, content, and local optimization challenges that were holding the client back, we were able to dramatically improve their online presence and keyword rankings. The success of this campaign is a testament to our agency’s ability to deliver results that drive real business growth.
If your business is facing similar challenges, we’re here to help. Whether you need a website redesign, advanced SEO strategy, or comprehensive local optimization, our team has the expertise to turn your goals into reality. If you’re unsure which service is right for you or don’t know where to start, our SEO consulting service is here to guide you every step of the way. Contact us today to discuss your SEO needs and start seeing the impact from day one.
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