Case study · Construction · Trades
Ontario construction & maintenance, lead-engine website
A multi-region Ontario construction and maintenance company with eight service offerings and a website that buried half of them. We rebuilt the site as a lead engine, service-area pages for every region they cover, gated quote requests, and an estimator-friendly intake flow.
The challenge
What we had to solve.
The old site had one 'Services' page that lumped everything together, neither Google nor a prospect could tell whether they did commercial concrete in Hamilton or just residential roofing in Mississauga.
Quote requests came through a generic contact form with no project details, so estimating wasted hours qualifying leads on the phone.
Job-site photography was excellent but lived in a Dropbox no customer ever saw.
Our approach
How we tackled it.
We mapped the matrix: 8 services × every region they actually serve, then built a templated page system so each service-in-region page (e.g. 'Commercial roofing, Hamilton') has localised proof, real job-site photos and a relevant call-to-action.
The quote form was rebuilt as a multi-step intake: project type, scope basics, timeline, site photos upload and budget range, so estimators get a complete brief in their inbox instead of 'please call me'.
An automation routes incoming quotes by service type and region to the right estimator, with a 1-hour SLA timer and an automatic 'you'll hear from us within X' acknowledgement to the prospect.
Project galleries were rebuilt around outcomes, before/after sliders, scope summaries, timelines and budgets where the client agreed to share, turning portfolio into proof.
Deliverables
What we built.
Specific, named outputs, not vague "strategy".
Service-in-region pagesTemplated, locally tuned, photographically rich pages for every service / region combination they cover.
Quote intakeMulti-step form with file uploads, budget bands and timeline, designed for estimators, not marketers.
Routing automationService- and region-aware lead routing into the right inbox with SLA timers and acknowledgement emails.
Project galleryOutcome-led case studies with scope, timeline and budget transparency where permitted.
Local SEO foundationGBP optimisation, structured data, citation cleanup and review pipeline across all service regions.
Outcomes
What it returned.
- Qualified-quote volume rose meaningfully within the first quarter post-launch, while unqualified phone calls dropped, estimators stopped doing free phone screening.
- Service-in-region pages started ranking for previously-invisible terms (e.g. 'restaurant fit-out Burlington') within months, opening service lines that weren't getting any inbound before.
- Acknowledgement-email automation reset prospect expectations, the company stopped losing deals to faster-replying competitors.
The takeaway
What we learned.
Trades and construction companies leave money on the table the moment they treat their website as a digital business card. The site is supposed to be a 24/7 estimator's assistant, and the quote form is the most important page on it.
Services used
How we got it done.
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