SEO Case Study: How an Architecture Firm Increased Project Inquiries by 200%
In April 2025, a Pasadena based architecture firm partnered with Goforaeo because their website looked premium but it was not bringing steady consultation requests. They relied on referrals and Instagram, yet Google was not sending enough serious inquiries. They wanted a predictable flow of people who were ready to discuss real projects.
For privacy, we will call them Crestline Architecture Studio, but the dates, actions, and performance story below follow the real campaign structure. The firm primarily served Pasadena, California, and often worked in nearby areas like South Pasadena, San Marino, Altadena, Arcadia, and Glendale. Their best work was residential, but their site did not clearly show that to search engines or to visitors.
Campaign overview: Dates, location, and what counted as an inquiry
This SEO campaign ran from April 14, 2025 to November 30, 2025. The main target location was Pasadena, and we expanded carefully only after Pasadena started ranking more consistently.
We tracked only real inquiry actions that could turn into a paid project. That is important for architecture SEO because traffic alone does not pay bills, and many visits are just inspiration browsing.
Location focus: Pasadena first, then nearby areas
Pasadena was the core market because it matched their portfolio and their operations. Once we saw stable impressions and clicks in Pasadena, we added nearby areas that already showed demand in Google Search Console. This kept the growth clean and avoided creating weak pages for places they did not truly serve.
What we counted as a project inquiry
We counted an inquiry only when it showed intent and came from organic search or Google Maps actions.
- Consultation request form submissions from organic traffic
- Tracked calls from organic search and Google Business Profile
- “Request proposal” messages from organic traffic
- Email clicks from organic pages, when they led to a real inquiry
We excluded spam, student requests, job seekers, and vendor sales pitches. This kept reporting honest and prevented inflated numbers.
Before vs After results: Proof of the 200% increase
In the baseline month, the firm was visible for branded searches but weak for service searches in Pasadena. By November 2025, they were showing consistently for high intent queries like “residential architect Pasadena” and “ADU architect Pasadena,” and their portfolio pages started bringing direct consultation requests.
The result was a clear lift in project inquiries, not just more visitors. The best part was that inquiry quality improved, because people landed on pages that matched what they wanted to build.
Before: April 2025 baseline (April 14, 2025 to April 30, 2025)
- Project inquiries from organic sources: 20
- Inquiry split: 12 forms, 6 calls, 2 email inquiries
- Organic sessions: 940
- Organic conversion rate: about 2.1%
- Google Business Profile actions: 24 calls, 41 website clicks, 18 direction requests
After: November 2025 (November 1, 2025 to November 30, 2025)
- Project inquiries from organic sources: 60
- Inquiry split: 36 forms, 18 calls, 6 email inquiries
- Organic sessions: 2,780
- Organic conversion rate: about 2.2%
- Google Business Profile actions: 71 calls, 138 website clicks, 54 direction requests
That change from 20 to 60 inquiries is a 200% increase over the baseline. It happened through steady SEO fundamentals, not shortcuts or one time spikes.
What was holding the firm back in April 2025
At the start, the firm had strong design work but weak search structure. Their site felt like a portfolio for humans, but Google could not easily understand their services, their service area, or the project types they wanted most.
Their service pages were short and generic, and many important details were missing. People visiting the site also had unanswered questions, so they hesitated and left without contacting.
Key issues we found during the April 2025 audit:
- Service pages did not match real search intent like ADU design, remodels, and additions in Pasadena
- Titles and headings were too broad, so pages blended in with competitors
- Portfolio projects were not connected to services with clear internal links
- Location signals were weak, so local relevance was not strong enough for Pasadena searches
- Google Business Profile had basic info, but not enough service depth, photos, and FAQs
- Tracking was incomplete, so the firm could not confidently measure inquiry growth
Strategy: How we built steady inquiry growth with SEO
We followed a simple plan that fits professional services: build a clean technical base, create pages that match how people search, strengthen local trust signals, then improve conversions so visitors feel confident requesting a consult.
Architecture SEO works when you combine credibility with clarity. People need to trust your expertise, and Google needs to understand what you do and where you do it.
Step 1: Technical and tracking foundation
We started by fixing measurement first, so every monthly improvement could be tied to real inquiries. We also cleaned basic technical issues that can hold back crawling and indexing.
Core actions in this step:
- GA4 conversion events for consultation forms, click to call, and email clicks
- Google Search Console setup and cleanup for correct indexing signals
- Site speed basics on mobile, because many high intent searches come from phones
- Fixes for duplicate metadata and weak page structure that reduced relevance
Step 2: Service pages built for real Pasadena search intent
Instead of writing long generic “services” text, we built pages around the firm’s best project types. Each page explained the process in simple language and answered common questions that stop people from reaching out.
What we focused on:
- Residential architect services in Pasadena
- ADU design and permitting support
- Remodels, additions, and custom home planning
- A Pasadena focused page that showed local experience without keyword stuffing
Step 3: Portfolio pages turned into inquiry drivers
Many architecture sites treat portfolio pages as images only. We made project pages more useful, with short case story style sections that explained constraints, goals, and outcomes.
This improved long tail search traffic and also built trust fast. Visitors who land on a project page often decide quickly if your style fits them, so these pages directly affected inquiries.
Step 4: Local trust signals: Google Business Profile, reviews, citations, and local links
For architecture, local trust is not only reviews. It is also consistency, real local mentions, and proof that you operate in the area.
We strengthened local signals through:
- Google Business Profile improvements: services, posts, Q and A, photos, and review responses
- Citation cleanup: consistent name, address, phone details across key listings
- Local links and mentions: builders, suppliers, neighborhood associations, and community features
Step 5: Conversion improvements to lift inquiry quality
We didn’t want more random messages. We wanted more right-fit inquiries, so the path from page visit to consultation request was improved by removing confusion and adding reassurance.
Conversion focused updates included:
- Clear consultation steps, what happens next, and typical timelines
- Stronger calls to action on mobile and desktop
- Better form structure with fewer fields, plus a project detail section that improved lead quality
Tools used: What we relied on during the campaign
We kept the tool stack practical and focused. The goal was to measure inquiries correctly, find ranking opportunities, and spot issues early.
Tracking and reporting tools:
- Google Analytics 4: sessions, conversions, and inquiry events
- Google Search Console: queries, impressions, page growth, and click data
- Call tracking tool: counted calls from organic search and Google Business Profile
- Looker Studio: monthly reporting for leadership friendly visibility
SEO and local execution tools:
- Screaming Frog: crawl audits, metadata gaps, internal linking checks
- Ahrefs or Semrush: competitor research, keyword discovery, link monitoring
- BrightLocal or Whitespark: local rank tracking and citation consistency checks
- PageSpeed Insights: speed improvements tied to real page templates
Month by month work and results: April 2025 to November 2025
We reviewed performance monthly and adjusted based on what the data showed. Each month below includes what we did and what changed in inquiries and visibility.
April 2025: Setup, audits, and the first fixes (April 14, 2025 to April 30, 2025)
April was about cleaning the foundation and making sure tracking worked. We also fixed obvious relevance issues on core pages so Google had clearer signals quickly.
Work completed in April:
- Tracking: GA4 events for consultation form, click to call, email clicks
- Search Console: indexing cleanup and core page coverage checks
- Quick on page improvements: titles and headings aligned to key services
April results:
- Project inquiries: 20
- Organic sessions: 940
- Google Business Profile actions: 24 calls, 41 website clicks
May 2025: Rebuild core service pages for Pasadena intent
In May, we rebuilt the main service pages with clear service language, process steps, and strong internal linking. We also added FAQs that matched real client concerns.
Work completed in May:
- Rebuilt 3 core service pages with Pasadena relevance
- Added FAQ sections that addressed permitting, timeline, and design fees
- Improved internal linking between services and top portfolio projects
May results:
- Project inquiries: 26
- Organic sessions: 1,180
- Google Business Profile actions: 31 calls, 56 website clicks
June 2025: Project pages upgraded into mini case stories
June focused on turning portfolio pages into search and trust assets. We added short story sections that helped both rankings and user confidence.
Work completed in June:
- Updated 8 portfolio pages with better text structure and project details
- Added internal links from project pages back to relevant services
- Improved image compression for faster loading without losing quality
June results:
- Project inquiries: 31
- Organic sessions: 1,420
- Google Business Profile actions: 38 calls, 69 website clicks
July 2025: Google Business Profile growth and review momentum
In July, we treated Google Business Profile like a real channel. We increased listing activity, improved service info, and built a light review process that fit professional services.
Work completed in July:
- Added services and refined categories inside the profile
- Published posts weekly focused on project types and consult scheduling
- Launched a simple review ask after key milestones, not during busy project phases
July results:
- Project inquiries: 38
- Organic sessions: 1,760
- Google Business Profile actions: 49 calls, 88 website clicks
August 2025: Local authority and citation consistency
August was about trust signals. We cleaned citations, ensured consistent contact info, and earned local mentions through real relationships.
Work completed in August:
- Fixed inconsistent listings across key directories and platforms
- Built new citations on trusted business directories relevant to Pasadena
- Earned 2 local mentions from partners and community pages
August results:
- Project inquiries: 45
- Organic sessions: 2,060
- Google Business Profile actions: 57 calls, 104 website clicks
September 2025: Content driven by real search queries
In September, we wrote content based on Search Console data, not guesses. This brought qualified traffic and supported the main service pages.
Work completed in September:
- Published 4 service focused articles around ADU planning and remodel preparation
- Added internal links from articles into service pages and relevant portfolio examples
- Expanded FAQ sections on top landing pages to improve conversions
September results:
- Project inquiries: 52
- Organic sessions: 2,360
- Google Business Profile actions: 63 calls, 121 website clicks
October 2025: Conversion improvements and lead quality upgrades
October focused on turning more visits into consult requests. We clarified messaging and reduced friction on the contact path.
Work completed in October:
- Simplified consultation form and improved mobile layout
- Added “what happens next” sections on service pages and the contact page
- Strengthened calls to action with clearer scheduling language
October results:
- Project inquiries: 56
- Organic sessions: 2,560
- Google Business Profile actions: 67 calls, 129 website clicks
November 2025: Scaling what worked and locking in Pasadena visibility
In November, we doubled down on the pages and topics already producing inquiries. We refreshed top performers and continued local trust work.
Work completed in November:
- Updated top service pages with clearer project scope examples
- Refreshed 6 portfolio pages with new photos, captions, and internal links
- Continued Google Business Profile posts, photos, and review replies
November results:
- Project inquiries: 60
- Organic sessions: 2,780
- Google Business Profile actions: 71 calls, 138 website clicks
Why this worked in Pasadena: The biggest drivers
This campaign worked because it matched how people in Pasadena search for architecture help. It also reduced uncertainty, which is the biggest reason visitors hesitate to contact an architect.
The strongest growth drivers were:
- Higher relevance: pages matched services like ADU, remodels, and additions in Pasadena
- Better proof: portfolio pages answered real questions and showed process outcomes
- Stronger local trust: consistent citations, active Google Business Profile, and reviews
- Clearer conversions: simpler forms and clearer consult steps improved inquiry rate
What you can copy from this approach
If you want more project inquiries from SEO, you do not need complicated tricks. You need clear service pages, strong proof, and a smooth path to request a consultation.
A practical starting checklist:
- Create one strong page per high value service and connect it to related projects
- Upgrade portfolio pages with short story sections and clear location context
- Keep Google Business Profile active with posts, photos, and complete services
- Track inquiries properly so you know what work is producing pipeline
Closing notes: What changed for the firm after November 2025
By the end of November 2025, Crestline Architecture Studio had a steady inbound system from organic search. They were no longer guessing which marketing efforts worked, because inquiry tracking was clean and monthly progress was clear.
Most importantly, the firm did not just get more traffic. They got more people requesting real consultations, with project details that fit their services and budget range. That is what made the 200% inquiry growth meaningful, and why this SEO system stayed consistent instead of fading after a short spike.