Case study · Renovation · Trades
Goodwill Renovation, website & digital presence that drove growth
Goodwill Renovation is a Canadian renovation contractor doing residential and light-commercial work. They came to us with a stalled website, no consistent digital presence and a sales pipeline that depended almost entirely on word-of-mouth. We rebuilt the website, established a real digital presence and put a qualified-lead engine behind it, and the business grew alongside.
The challenge
What we had to solve.
Their existing website was a one-page brochure that hadn't been updated in three years, slow to load, no service detail, no project gallery, and no obvious way for a homeowner to ask for a quote.
The brand showed up inconsistently across Google, Facebook and Instagram, different logos, different phone numbers, half-claimed listings, so even when people searched for them by name, the experience felt scattered.
Sales was almost entirely word-of-mouth. That's a wonderful foundation, but it caps growth at the rate referrals come in, and leaves the business exposed when a quiet month hits.
Project photography lived on phones and in private folders; none of the great work being delivered was visible to a homeowner doing research at 9pm on a Tuesday.
Our approach
How we tackled it.
We started where homeowners actually start: the search. We mapped the service-area / service-type matrix (kitchen renovations, bathroom renovations, basement finishing, additions, exterior, full-home renovations across the regions they serve) and built a templated page system so every important combination has its own page.
The brand got cleaned up, a refined wordmark, a consistent colour and type system, real project photography directed and edited, and templates for everything from Google Business posts to estimates and invoices.
We rebuilt the digital presence end-to-end: claimed and optimised the Google Business Profile, aligned NAP across 30+ directories, set up real social accounts with a content cadence the team could sustain, and put structured data behind the site so Google understood exactly what they offer and where.
The lead engine was the centrepiece. We replaced the old 'contact us' form with a guided quote intake, project type, scope, timeline, budget band, optional photo upload, and routed each submission to the right person with a 1-hour acknowledgement automation. Estimating got a complete brief in their inbox; homeowners got the responsive experience they remember.
Deliverables
What we built.
Specific, named outputs, not vague "strategy".
Modern marketing websiteService-area pages for every Goodwill Renovation region and service type, a project gallery with before / after sliders, a transparent process page and a real 'meet the team' page that builds trust.
Brand systemWordmark refresh, colour and type system, photography direction, business cards, vehicle-decal-ready logo files and document templates.
Google Business Profile + local SEOClaimed and fully built out: categories, services, photos, Q&A, weekly posts, review-response cadence and structured data alignment between the profile and the site.
Social presenceFacebook and Instagram set up properly, monthly content plan (project reveals, behind-the-scenes, homeowner tips), templates and a posting cadence the team can actually keep up with.
Quote intake + automationMulti-step quote form with file uploads, automatic acknowledgement email, service- and region-aware routing to the right estimator, and an SLA timer so nothing goes cold.
Review pipelineEvery completed project triggers a friendly review request to the homeowner. Happy clients post publicly; concerns are routed privately to the owner first, protecting both the customer and the brand.
Performance + accessibilityCore Web Vitals in the green, AA-contrast, keyboard-navigable forms, and a mobile-first layout, because most renovation research happens on a phone, on a couch, late at night.
Outcomes
What it returned.
- Quote-request volume grew steadily after launch, and because of the multi-step intake, the quotes coming in are pre-qualified with scope, timeline and budget detail estimating actually wants.
- Goodwill Renovation now ranks visibly for previously-invisible service-area / service-type combinations (e.g. 'basement renovation' searches in the regions they cover), opening lead flow that wasn't happening from referrals alone.
- The Google Business Profile became a real growth channel, calls and direction-requests from search are now a routine part of the week, not a quarterly anomaly.
- Sales is no longer a feast-or-famine cycle tied to referral timing, there's now a consistent inbound pipeline that supports the team's growth plans rather than constraining them.
- The brand finally feels as good as the work. Homeowners doing 9pm research see a contractor who is clearly established, organised and easy to choose.
The takeaway
What we learned.
Word-of-mouth is the best foundation a renovation contractor can have, but it's a floor, not a ceiling. The contractors that grow past that ceiling do it by being findable, credible and easy to contact at the exact moment a homeowner decides 'we're really doing this kitchen'. That moment is almost always on a phone, almost always after dark, and almost always while researching three competitors at once. Win that moment and you win the project.
Services used
How we got it done.
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