Local services case study
A colour-browsing page turned into a quote request funnel.
A local home services business ranking for colour-related searches in its service area.
- Traffic source
- Organic search
- Conversion goal
- Free quote requests
- Platform
- WordPress
The original problem
The fence staining colours page attracted interested local visitors but treated them as browsers, with no path from choosing a colour to requesting a quote.
Before state
- The page ended at colour selection with no next step
- Service, area, and process details were on other pages
- Enquiry required the visitor to go looking for a contact form
Strategy
Keep the browsing value that earns the traffic, then convert intent at the moment a visitor picks a colour they like.
Changes implemented
- Restructured the page so colour browsing leads into the quote request
- Added service and process context to the same page
- Rewrote supporting copy for local search intent
- Rebuilt the layout in WordPress on the existing theme
After state
- A browsing experience with a quote request built into it
- Local service context available without leaving the page
- One clear action for high-intent organic visitors
Measurement and outcome
Quote requests are tracked in the client's own analytics. No controlled experiment accompanied the rebuild, so no conversion figure is claimed here.
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