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Case Study

Taking a Regional Home Services Company From Invisible to #1 in Local Search

#1 presence in maps, reviews, and local SERPs

01

Problem

Visibility gap

02

Solution

Full-funnel local authority system

03

Result

#1 presence in maps, reviews, and local SERPs

Industry: Professional Services Midwest Regional Home Services Chain
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Taking a Regional Home Services Company From Invisible to #1 in Local Search Featured Image

#1 presence in maps, reviews, and local SERPs

Authority. Trust. Growth.

Core Problem

Strong offline reputation, but almost invisible in Google Maps, local search, and reviews—losing daily jobs to better-positioned competitors

Transformation

We turned a “trusted but invisible” regional home services brand into the clear, top-of-mind choice across its service areas in search, maps, and reviews

Outcome Snapshot

#1 presence in maps, reviews, and local SERPs

Client Context

  • Regional chain with 12 physical locations across the Midwest
  • Mix of HVAC, plumbing, and general home repair services
  • Strong word-of-mouth and repeat customers, but no unified digital strategy
  • Competing against aggressive franchises and lead resellers dominating online visibility

Core Challenges

  • Fragmented online presence:
    Old, slow website with inconsistent branding and multiple half-finished microsites.
  • Weak Maps visibility:
    Most locations buried beyond the top 10 in the local pack for core “service + city” queries.
  • Review problem:
    Low volume, mixed rating, and no system for generating or responding to reviews.
  • Lead dependency on paid channels:
    Heavy spend on lead aggregators and PPC with rising acquisition costs and limited tracking.
  • No training or systems:
    Staff had no standardized process for asking for reviews, handling calls, or using digital assets.

In short: the business did good work offline, but online it looked small, outdated, and less trustworthy than competitors who weren’t necessarily better—just more visible and louder

Results & Performance Highlights

Measurable Impact Across Key Metrics

All results below are from the 7 months following rollout vs the previous 7-month baseline.

'+312% increase in inbound calls from Google Business Profiles

From ~210 to ~865 tracked calls per month across all locations

'+196% increase in organic website leads

Form submissions and tracked calls attributed to local landing pages nearly tripled

Local map rankings: page 2 → Top 3 for high-intent keywords

58 priority “service + city” keywords moved into the Top 3 local pack positions

Review profile completely transformed

Several branches became the highest-rated provider in their city

Lead mix shifted from paid to owned

Paid channels’ share of leads dropped from 72% → 38%, while total leads increased

Estimated cost per lead reduced by 41%

More leads from organic and maps without proportional spend increases

Call-to-booking conversion improved by 19 percentage points

Training and scripts helped CSRs convert more calls into scheduled jobs

Revenue impact

Management reported an estimated +38% increase in revenue across the region year-over-year, heavily correlated with the improved digital…

Outcome Summary

The regional provider moved from being trusted offline but invisible online to a dominant local search presence, with maps, reviews, location pages, and staff systems producing more owned leads and booked jobs.

Deliverables & Timeline

Strategic Deliverables

  • Local SEO and digital visibility strategy for all locations
  • Keyword and “service + city” mapping blueprint
  • Review generation and response playbook
  • Internal training framework for sales, CSRs, and technicians

Tangible Assets

  • New conversion-focused, multi-location website
  • 40+ optimized city + service landing pages
  • 12 fully optimized Google Business Profiles
  • Automated review request workflows (SMS + email)
  • 15+ onboarding and training videos
  • Internal knowledge base (scripts, guides, FAQs)

High-Level Timeline

  • Weeks 1–3: Discovery, audits (site, SEO, GBP, reviews), analytics baseline
  • Weeks 4–8: Website redesign, technical SEO fixes, architecture build
  • Weeks 9–12: Local pages rollout, GBP overhaul, tracking and call routing setup
  • Months 4–7: Review system deployment, staff training, ongoing content/GBP optimization, and KPI-driven refinement
Why This Project Succeeded
  1. We treated Maps + Reviews as the real battleground
    Most agencies still think “website first.” Here, the biggest wins came from dominating GBPs and review volume/quality.
  2. We built a system, not just assets
    The website, local pages, and profiles were important—but the review automation and staff training made the system self-sustaining.
  3. We connected strategy to the frontline
    We didn’t stop at traffic. We optimized how calls were answered, how reviews were requested, and how locations were presented to the homeowner at every step.
  4. What most agencies would have missed
    • Hoping “good service” would naturally turn into reviews (it doesn’t).
    • Ignoring the operational layer—how staff actually handle digital leads.
    • Treating each location as a clone instead of balancing brand consistency with local relevance.

Client Quote

We always knew we did good work, but online it never showed. Within a few months, our phones were ringing from areas where we almost never got calls before. Our teams now have a clear process, our reviews have exploded, and we’re spending less on leads while booking more jobs. It finally feels like our online presence matches the quality of our service

Agency Insight

For local service chains, authority isn’t just about ranking a website—it’s about designing an ecosystem where maps, reviews, content, and operations work together so that the best provider is also the most visible one