SEO Case Study: How a Construction Company Increased Qualified Leads by 185%
On May 13, 2025, a Houston based construction company partnered with Goforaeo after noticing a gap between their real world reputation and their online lead flow. They were doing solid work and getting referrals, but Google was not sending a steady stream of qualified requests. The team wanted predictable inbound leads without relying on ads for every job.
This case study explains what we implemented, month by month, and how those actions increased qualified leads by 185% from organic search. All results below are based on tracked calls and form submissions, so the growth is tied to real inquiries, not only rankings.
Location: Houston, Texas, with service coverage in Katy, Sugar Land, Cypress, Pearland, and The Woodlands.
Start date: May 13, 2025.
Measurement window: May 2025 to November 2025.
Primary conversion tracked: qualified leads from organic search.
Company background and what was blocking growth
The client is a construction company serving both residential and light commercial projects in Houston. Their best jobs were remodels, room additions, kitchen and bath builds, and exterior upgrades. These projects have higher ticket sizes, so the firm cared more about lead quality than lead volume.
Before working with Goforaeo, the website looked fine but it was not structured for search. Most pages were broad, so Google could not clearly match them to specific searches. The site also did not explain services in enough detail, which made visitors hesitate and look elsewhere.
What we counted as a qualified lead
We defined qualified leads carefully so reporting stayed clean and honest. We tracked leads that showed real intent and were likely to turn into quotes and site visits.
- A quote request form submission from organic traffic.
- A tracked phone call from organic traffic lasting over 75 seconds.
- A booked estimate request confirmed through the scheduling step on the site.
Tracking setup and baseline numbers
We started by fixing measurement so the results could be trusted. During May 13, 2025 to May 20, 2025, we validated GA4 events, call tracking, and lead source rules. We also connected Google Search Console and checked indexing so pages were being crawled correctly.
The baseline month used for the before picture was April 1, 2025 to April 30, 2025. In that month, the company had decent traffic, but many visits did not turn into serious inquiries. The contact path was not clear on mobile, and service pages did not answer common questions.
Baseline snapshot from April 2025
Organic sessions were 2,460. Qualified leads from organic search were 20. The organic conversion rate from session to qualified lead was 0.81%.
We also tracked supporting signals to confirm quality. Organic calls that met the time threshold were 11, and form leads were 9. The Google Business Profile was active but inconsistent, with 540 actions in April 2025.
Strategy overview and why it worked in Houston
We did not chase broad construction keywords that attract low intent traffic. We focused on searches tied to Houston homeowners and property managers looking for specific work. That meant building clear service pages, tightening local signals, and improving conversion paths so people could request an estimate quickly.
The strategy followed a simple order so results could compound. First we fixed technical issues and crawling waste. Then we rebuilt service pages around real intent and added location relevance. After that, we improved the Google Business Profile and strengthened trust signals like project proof and reviews.
Step 1: Technical cleanup so Google could crawl the right pages
Construction sites often have galleries, project posts, and filter pages that create duplication. We cleaned broken links, fixed redirects, improved metadata, and controlled thin pages that did not deserve to rank. We also improved mobile speed because a large share of local searches in Houston happen on phones.
The technical work was not flashy, but it removed friction. Once Google could crawl efficiently, and users could load pages faster, the next SEO work had a stronger base.
Step 2: Service pages built for real search intent
The site originally had a few broad pages that tried to cover too much. We replaced that approach with focused pages for core services. Each page explained what the service includes, what it typically costs in ranges, what timeline looks like, and what to expect in the first call.
We also added strong internal links between related services. For example, kitchen remodel pages linked naturally to cabinet work, flooring, and permits. This helped Google understand topic depth and helped visitors explore without getting lost.
Step 3: Local SEO and map visibility improvements
Local search mattered a lot for this client because many homeowners click map results first. We rebuilt the Google Business Profile sections, improved categories and services, and added a simple posting routine using real project photos. We also cleaned local listings so the company name, address, and phone details stayed consistent.
This work supported map visibility and built trust. In construction, people compare quickly, and a complete profile often wins the first call.
Step 4: Trust building that increased conversion rate
For construction, trust is a deal breaker. People want proof of past projects, clear process steps, and easy ways to contact the team. We improved gallery pages, added short project summaries, and moved proof closer to the contact areas on key pages.
We also simplified the estimate request flow. We reduced extra fields, improved form loading on mobile, and added clearer call buttons across service pages. This is where lead growth started to accelerate.
Month by month implementation and results
Below is the month by month view from May 2025 through November 2025. Each month includes what we shipped and the tracked outcomes from organic search. Numbers reflect qualified leads from organic only, based on forms and qualified calls.
May 2025: Tracking, fixes, and quick wins
May was a partial month because the campaign started on May 13, 2025. We focused on measurement validation, call tracking setup, crawl cleanup, and mobile speed improvements on the highest traffic pages. We also refreshed titles and descriptions for key pages to improve click quality.
May results: Organic sessions 2,610. Qualified leads 23. The lift was small but important, because tracking was now clean and early friction points were removed.
June 2025: Service page rebuild and clearer site structure
In June, we rebuilt the main service pages and improved internal linking across the site. We added simple process sections so visitors understood how estimates work, and we improved the contact path for mobile users. We also tightened page targeting so similar pages stopped competing with each other.
June results: Organic sessions 2,950. Qualified leads 28. Calls improved because service pages answered questions better, so visitors were more confident to contact.
July 2025: Local SEO expansion and Google Business Profile consistency
In July, we strengthened local signals across the site and the Google Business Profile. We improved categories, added services, refreshed photos, and started weekly posts with real job site images. We also cleaned key directory listings and fixed small NAP inconsistencies.
July results: Organic sessions 3,240. Qualified leads 33. Google Business Profile actions increased to 690, and map driven calls became more consistent.
August 2025: Content that supports estimates and filters better leads
In August, we created supporting content focused on common Houston homeowner questions. These were not generic blogs. They were pages that helped people decide, like timeline guidance, permit basics, and what impacts remodeling costs. We also added FAQ sections to service pages based on real calls.
August results: Organic sessions 3,610. Qualified leads 39. Lead quality improved because visitors arrived with clearer expectations, which reduced low fit inquiries.
September 2025: Location coverage for Houston suburbs and stronger trust proof
In September, we expanded location relevance for the nearby areas the company already served. We did this carefully so pages were useful, not thin. We added local project examples, service area details, and internal links to the matching service pages.
September results: Organic sessions 3,980. Qualified leads 45. Calls over the qualification threshold rose to 28, showing stronger intent.
October 2025: Authority building and conversion improvements
In October, we focused on strengthening authority and improving the final steps before inquiry. We earned a few relevant local mentions, improved project gallery structure, and added clearer proof blocks near forms. We also improved on page CTAs so users saw next steps without scrolling too much.
October results: Organic sessions 4,350. Qualified leads 51. Organic conversion rate improved because the site felt more reliable and easier to act on.
November 2025: Strongest month and clean before vs after proof
In November, the site benefited from compounding SEO. Service pages were ranking more consistently, suburb pages started bringing steady traffic, and the Google Business Profile was active and trusted. We focused on refreshing top pages, reinforcing internal links, and keeping the profile updated with new photos.
November results: Organic sessions 4,820. Qualified leads 57. Google Business Profile actions reached 910, with more calls and website clicks coming from map results.
Before vs after proof: qualified leads increased by 185%
The baseline month was April 1, 2025 to April 30, 2025, with 20 qualified leads from organic search. The comparison month was November 1, 2025 to November 30, 2025, with 57 qualified leads from organic search.
That increase from 20 to 57 is a 185% lift in qualified leads. The growth was supported by higher organic visibility, stronger local signals, and a conversion path that reduced hesitation.
Supporting proof across the same periods: Organic sessions increased from 2,460 in April 2025 to 4,820 in November 2025. Qualified calls increased from 11 to 34, and form leads increased from 9 to 23.
What actually drove the growth in simple words
The biggest driver was making each service clear. When a page is focused on one service and explains the process in plain language, Google can rank it better and users can trust it faster. This was especially true for remodel and addition pages, where buyers compare carefully.
The second driver was local consistency. Once the Google Business Profile was complete and updated every week, map activity increased. That brought more calls, and those calls were often high intent because local searchers usually need a contractor soon.
The third driver was reducing friction. Faster pages, clearer call buttons, and shorter forms meant fewer lost leads. Construction buyers are busy, and small obstacles can push them to the next company in the results.
Tools used by Goforaeo during this campaign
We kept tools practical and used them to make decisions month by month. The focus stayed on leads and revenue related actions, not vanity metrics.
- GA4: Organic sessions, conversion events, landing page performance, assisted conversions.
- Google Search Console: Query growth, impressions, clicks, indexing checks, page level performance.
- Google Business Profile insights: Calls, website clicks, direction requests, photo views.
- Call tracking: Qualified call volume and source validation.
- Screaming Frog: Crawls, broken links, redirects, duplicate content discovery.
- PageSpeed Insights and Lighthouse: Mobile speed checks and performance improvements.
- Ahrefs or Semrush: Keyword research, competitor comparison, and link monitoring.
- Looker Studio: Monthly reporting dashboards for consistent tracking.
What other Houston construction companies can learn from this
You do not need hundreds of posts to win construction SEO. You need strong service pages, clear local signals, and a contact path that works perfectly on mobile. When a visitor feels confident in the process and sees proof of work, they act faster.
A simple monthly routine is what kept results growing here. Improve one main service page, update one page based on Search Console data, add new project proof, and keep the Google Business Profile active. When this repeats month after month, SEO compounds and leads rise steadily.
Closing summary
By the end of November 2025, this Houston construction company increased qualified organic leads from 20 to 57 per month, which is a 185% increase. Traffic grew, but the bigger story was that the site converted better because pages were clearer and trust signals were stronger. The results came from consistent SEO implementation, local optimization, and steady improvements that were tied directly to real inquiries.