Case Study

The Importance of Website and SEO Audits for Home Service Companies: Case Study

Summary

Struggling with declining leads despite ongoing marketing efforts? This local home service company experienced a decline in website traffic and lead generation—going from 10,000 visitors a month to just 730. Furthermore, despite spending $10,000 on Google Ads each month, the website failed to convert visitors.

Our audit uncovered critical SEO issues and a lack of strategy, revealing why regular audits are essential, even if you have a marketing team. Read on to discover what went wrong and how the right SEO strategy could have prevented years of decline.

Background

A local home service company in Georgia approached us for a website and SEO audit after noticing a significant decline in website traffic and lead generation. Despite having a marketing company managing their SEO and paid advertising, the business was struggling with days and even weeks without a single client, leaving the owner worried that something was wrong. Our audit revealed several critical issues impacting the company’s online performance.

Key Findings from the Audit

Declining Organic Traffic

One of the most alarming issues was the steady decline in organic traffic, which dropped from about 10,000 visitors a month to just 730.

This drastic reduction was particularly concerning for traffic from Georgia, where the company’s target audience is located. Traffic from Georgia plummeted from an average of 7,500 visitors a month to 500. While not all traffic converts to leads, this drastic drop in visibility clearly indicated a serious problem.

This decline, as seen in the accompanying graphs, is pulled from Google Analytics (a free tool that can help business owners unlock the power of website traffic and other data). And is a reminder that it is important to not only keep a month-by-month SEO analytics data, but to not ignore the data.

Service Pages Failing to Rank

The company had 55 service pages, yet none of them were ranking on the first page of Google search results. The breakdown was as follows:

0 service pages on page 1
1 service page on page 2
4 service pages on page 3

Given that very few users scroll past the first page of search results, these rankings were essentially invisible to potential customers, severely limiting their ability to generate organic leads.

Paid Advertising Performance

The business was spending around $10,000 a month on Google Ads, acquiring approximately 15,000 users through paid ads. However, 91.33% of users dropped off without taking any further action. The ads were doing a great job of driving traffic, but the website’s poor and confusing content was failing to convert these visitors into leads or customers.

Poor Schema and Foundation SEO

Another glaring issue was the lack of proper schema on the website. Schema Markup (a foundational SEO element) is a special code that is added to the backend of a website to help all search engines better understand and interpret your website and what you are offering. Without schema code, your website may be overlooked or misinterpreted by search engines.

In this case, Schema markup was either missing or filled with inaccurate information (including the wrong phone number). It was entirely absent from all service pages, which hurt the site’s chances of appearing in relevant search results.

If Schema had been properly implemented, it could have significantly increased organic traffic, helping to reduce—and potentially even eliminate—the need for high ad spend.

For example, consider another client: after implementing schema markup (without making any other changes to their website), their traffic tripled in just six months, as shown in the accompanying google analytics graph.

Sporadic Google Business Profile Posts

Google Business Profile (GBP) posts are a valuable tool for improving local visibility and driving conversions. However, the company’s GBP posts were sporadic, with months in between updates. When posts were made, they lacked strategy, often not focusing on top services or offering compelling calls to action.

In contrast, the company’s top competitor posted consistently every week, featuring special offers, discounts, and well-crafted posts that were more likely to engage potential customers.

Weak On-Page and Technical SEO

Both on-page and technical SEO needed serious improvements. The website lacked the robust foundation necessary to rank well and attract organic traffic.

Technical SEO refers to the optimization of your website’s technical elements, such as website speed, mobile-friendliness, and website architecture, to improve its ranking in search engine results pages (SERPs).

Furthermore, Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines were not being met, weakening the site’s credibility in Google’s eyes.

Irrelevant Blog Content

The blog on the company’s website was another area of concern. Instead of supporting the company’s SEO strategy, blog categories were filled with irrelevant content, including posts about travel. Even worse, many of the outbound links directed users to travel sites, confusing visitors and signaling to search engines that the site was not focused on home services.

Relevant blog posts are an essential component of content marketing strategies.

Neglected Blog Posting by the Marketing Company

The company’s marketing firm was supposed to post blog content bi-weekly, equating to 104 posts per year. However, the audit revealed:

Only 6 posts in 2023
Only 8 posts in 2022 and 2021
Only 6 posts in 2020

Over the span of four years, this should have totaled 416 posts. However, the audit revealed that only 28 posts were made during this time. This stark discrepancy meant the business missed out on hundreds of opportunities to expand its keyword footprint and drive organic traffic.

The business owner had not noticed the lack of content because the website was designed to rotate older posts, creating the illusion of activity.

Unnecessary Affects

Delayed Action Led to Prolonged Struggles

What’s particularly striking about this case is that it took years of decline before the company sought an audit. Had they addressed the issues when the first signs of trouble appeared — such as the early traffic declines and diminishing leads — they could have avoided much of the long-term damage. Instead, the business continued to struggle with poor visibility, low conversions, and missed opportunities for growth.

This highlights the importance of regular audits, especially when you notice a drop in leads or customer engagement. Waiting too long can result in prolonged revenue loss and wasted marketing spend.

Conclusion

This audit made it clear that even when a marketing company is in place, regular reviews and audits are essential to ensure that SEO, website performance, and content strategy are aligned with business goals. In this case, declining leads and traffic were direct results of poorly executed SEO and content marketing efforts.

The website needed a complete overhaul, from technical SEO and blog content that aligned with the company’s services. And local SEO needed attention through relevant and consistent GBP posting. Without these changes, the company was essentially pouring money into Google Ads without seeing a return on investment.

If your leads and customers are declining, don’t assume that your marketing company has everything under control. An independent audit can uncover critical issues and provide the insights needed to get your business back on track.

Not Just an Audit—A Roadmap for Quick Wins and Sustainable Growth

As part of the audit, we didn’t just highlight the problems; we provided a clear roadmap for improvement. We outlined four key areas to focus on and offered actionable items that could deliver both quick wins and long-term gains. This ensured the business had a strategy moving forward, with opportunities to optimize their website and marketing efforts right away, while also building a solid foundation for sustainable growth. Our goal is to guide both the client and their marketing company, ensuring they have the tools and direction needed for success.

Follow-up

Initial Follow-up: Pushback from the Marketing Company

During the initial follow-up, we conducted a video call with both the owner of the business and their marketing company. Despite our findings, the marketing company dismissed the need for Schema, better SEO practices, and blog posts – only offering multiple excuses. Rather than taking responsibility for the missed opportunities to improve the site’s performance, they downplayed the importance of the changes we recommended, leaving the owner uncertain about how to proceed.

90-Day Follow-Up: No Progress and Increased Financial Strain

At the 90-day follow-up, the situation had only worsened. The marketing company had yet to make any of the critical updates we identified, including writing blog or Google Business Profile posts or updating the service page schema. Despite the lack of progress, the owner had taken out a loan to increase their ad spend to $15,000 per month in hopes of generating more leads.

Unfortunately, leads continued to decline, forcing the business to lay off employees. The owner expressed deep frustration but was reluctant to fire the marketer due to their personal connection through his wife, leaving the business in a precarious position.

While I empathize with the difficult situation the owner faces, I can only guide and provide solutions—ultimately, they must choose whether to continue with a marketer who is failing to deliver. It’s never easy when personal relationships are involved, but for the sake of the business, decisions need to be made that align with long-term success. I have remained available to offer support, but real progress requires taking decisive action.

Insights Gained & Tips

Don’t Ignore the Warning Signs:

If you notice a decline in leads or traffic, it’s crucial to take action immediately. Conducting a Website and SEO audit can help identify underlying issues before they escalate further. Early intervention can help to save your business from short-term AND long-term damage.

Evaluate Your Marketing Partners:

If your marketing company isn’t delivering results, don’t hesitate to reassess the partnership.

Some companies may think that switching marketers will be a hassle or more trouble than it’s worth, leading them to stick with the same provider. However, a good marketing company will make necessary updates seamlessly, ensuring that you only experience positive changes without added stress.

As seen in this case, sticking with a provider that doesn’t prioritize your needs can hinder growth. Seek partners who are transparent, accountable, and willing to adapt strategies based on performance.

Take Ownership of Your Marketing:

Ultimately, the responsibility for your business’s success lies with you. It’s okay to not fully understand SEO; you can’t be an expert in all things; after all, you’re focus should be as an expert in your home service field.

If something doesn’t feel right or is affecting your financial wellbeing, seek guidance. Stay informed about your marketing strategies, and don’t hesitate to ask questions. Empower yourself to make informed decisions that align with your business goals and ensure you’re on the right path to success.

Value Consistency in Content Creation:

Relevant content, such as blog posts and Google Business Profile updates, is vital. Consistent posting is particularly important for local SEO, as it increases your visibility when potential customers are searching for your services. A lack of consistency can lead to missed opportunities, so prioritize a content calendar to stay on track and ensure you’re regularly reaching your audience.

AND if you are paying someone to write and post for you, take a minute to verify they have actually been published.

Leverage Local SEO:

Since your target audience is local, optimizing for local search is crucial. Make sure your Google Business Profile is fully optimized, regularly updated, and includes relevant keywords to improve your chances of being discovered by nearby customers.

Audit Your Website & SEO

It is crucial to the health of any business to conduct regular audits, even if you have a marketing company. At the very minimum, perform an annual website and SEO audit to ensure your strategies are aligned with your goals and to identify areas for improvement. Regular audits not only keep your marketing efforts on track but also provide peace of mind.

Remember, taking proactive steps now can lead to sustained growth and success in the future. Empower yourself with knowledge, and trust that with the right guidance, you can enhance your online presence and attract the leads and clients you deserve.

Your website may be beautifully designed and packed with great content, but if it’s not being found by your target audience, it’s not doing its job. Kickass marketing results don’t just happen by chance. That’s why we offer personalized SEO consulting services and comprehensive digital audits to help you improve your website’s performance and increase your ROI.

We work closely with home service companies like yours to develop customized strategies that align with your business goals and boost your online visibility. Whether you’re facing a decline in traffic or want to ensure your SEO strategy is on point, we’re here to help. Contact us to get started with your website and SEO audit.

No Nonsense. Real Results.

Hello, I’m Maryann (SEO Specialist & Digital Marketing Strategist).

Located in Smyrna, GA, serving clients worldwide.