SEO Case Study: How a Flooring Contractor Increased Quote Requests by 240%
On February 11, 2025, a Charlotte based flooring contractor partnered with Goforaeo because their work quality was strong, but quote requests from Google were not consistent. They were getting a few leads from branded searches and referrals, yet most homeowners searching for specific flooring services were finding bigger companies first.
This case study shares the timeline, monthly work, and the real numbers behind a 240% increase in quote requests from SEO, using service pages and project focused SEO that helped the contractor rank, earn trust, and convert more visitors into real calls and form fills.
Location and campaign details: Charlotte, North Carolina
This project focused on Charlotte, North Carolina, with work coming from nearby service areas where the crew already operated. The SEO plan was built around local intent because most flooring searches are urgent and location based.
Campaign details:
- Location: Charlotte, North Carolina, plus nearby areas like Ballantyne, South End, Dilworth, Matthews, Huntersville, Concord, and Fort Mill
- Campaign dates: February 11, 2025 to October 28, 2025
- Timeframe: Almost 9 months with monthly reporting from GA4, Google Search Console, Google Business Profile, and call tracking
- Primary conversions measured: Quote form submissions, call clicks, tracked phone calls, and appointment requests
Company background and what was holding growth back
The client is a flooring contractor that installs and replaces floors for residential and light commercial customers. Their most common jobs included:
- Luxury vinyl plank installation
- Hardwood installation and refinishing
- Laminate installation
- Tile flooring in kitchens and bathrooms
- Carpet removal and subfloor prep
They had a simple website and a basic Google Business Profile. The problem was not that they had no online presence. The problem was that the website did not match how people search for flooring in Charlotte.
A few clear issues were limiting growth:
- The site had one general services page trying to cover everything, so it did not rank well for specific services
- Competitors had dedicated pages for “LVP installation Charlotte” and “hardwood refinishing Charlotte”, while the client did not
- Project photos existed, but they were scattered on social media and not organized on the website in a way that helps SEO
- Mobile conversion was weak because the quote path had friction and the call button was not always visible
- The Google Business Profile had limited service details, weak photo coverage, and inconsistent posting
Who the SEO work was for
Flooring customers do not all search the same way, so we mapped the SEO work around the real groups bringing the best leads. This made it easier to build pages that match exact intent and convert at the right moment.
The main groups were:
- Homeowners replacing old floors: searching for words like “install”, “replace”, “cost”, “near me”, and specific material types
- New movers and remodelers: searching by room and use case like “kitchen tile”, “basement LVP”, “stairs hardwood”, “pet friendly flooring”
- Property managers and small commercial: searching for “commercial flooring”, “fast install”, “durable”, and “licensed insured”
Each group needed a page that feels like it was made for their situation, not a generic page that lists everything.
Tracking setup and baseline numbers
Before we published new pages or changed the site structure, we fixed measurement so the results could be trusted. Contractors often lose clarity here because some leads come from calls, some from forms, and some from map results.
We set up tracking for:
- Quote form submissions
- Click to call taps on mobile
- Calls from the Google Business Profile
- Calls from the website using call tracking numbers
- Direction requests and website clicks from the profile as supporting local signals
What counted as a quote request
We counted a quote request only when a visitor took a clear action:
- Submitted the quote form
- Called from the website or Google Business Profile and the call was tracked and showed intent
- Requested an appointment for an estimate
We did not count soft actions like time on page as leads.
Baseline period and starting numbers
Baseline period was January 1, 2025 to January 31, 2025.
Baseline performance:
- Organic sessions: 1,880
- Quote requests from organic and local search: 34
- Google Business Profile actions: 310
The baseline told us something important. The company did not need “more random traffic”. They needed more visibility for service searches and a smoother path to request a quote.
Strategy overview: why this SEO approach worked
We did not chase broad keywords like “flooring” alone. Those terms are competitive and often bring mixed intent. Instead, we focused on service intent and proof.
The plan had five parts, followed in order:
- Fix technical issues and speed so pages load fast and are easy to crawl
- Build a clean service page structure so each service has one strong page
- Add project SEO so Google and customers see real proof of work in Charlotte
- Strengthen local trust through the Google Business Profile, reviews, and consistent business info
- Remove quote friction so more visits turn into real estimate requests
Phase 1: technical and on site foundation fixes
The first month was about making sure the site did not hold itself back. Contractors can publish good pages, but if the site is slow, messy, or confusing, rankings and conversions stay limited.
In February 2025, we did a full crawl and index review and found:
- Duplicate titles and weak meta descriptions
- Service content spread across thin sections
- Slow load time on mobile due to uncompressed images
- Important pages buried too deep in navigation
What we changed first:
- Cleaned titles and meta descriptions on core pages so they match service intent
- Improved mobile speed by compressing images and removing heavy elements
- Fixed internal links so service pages were reachable in fewer clicks
- Added simple “sticky” call and quote buttons on mobile where it fit the site layout
Phase 2: service pages built around clear search intent
Once the foundation was stable, we built service pages that match the exact searches people type in Charlotte. This is where service pages usually outperform blog posts for contractors, because the search intent is direct.
We created dedicated pages for the top money services:
- Luxury vinyl plank installation in Charlotte
- Hardwood floor installation in Charlotte
- Hardwood floor refinishing in Charlotte
- Laminate floor installation in Charlotte
- Tile floor installation in Charlotte
- Floor removal and subfloor prep
Each service page used simple, clear sections:
- Who the service is for
- What the process looks like
- Typical timelines
- Materials and options
- What affects pricing in real life
- FAQs based on customer questions
- A clear quote request section that is easy on mobile
Phase 3: project SEO that shows real proof
Service pages help you rank, but project SEO helps you win the click and win the lead. Flooring is visual, and customers want proof in the form of real projects.
We created project pages and a project hub that made sense for both Google and humans:
- One main projects hub page
- Individual project pages with real job details
- Organized categories like LVP projects, hardwood refinishing projects, tile projects
Each project page included:
- The neighborhood or area served in Charlotte, only when it was real and relevant
- Photos with clear captions, not just a gallery
- A short story of the job, including what problem the customer had
- Materials used and why that choice fit the home
- A simple call to action to request a similar quote
This made the site feel real, active, and trustworthy.
Phase 4: local SEO improvements in Charlotte
For flooring, local results matter because many leads come from the map pack. We treated the Google Business Profile as a major part of SEO, not a side task.
Local actions included:
- Updating categories and services to match the contractor’s real work
- Adding fresh photos weekly, including in progress work and finished rooms
- Posting short updates tied to service pages and project pages
- Tightening business info consistency across listings so Google trusts the details
- Encouraging steady reviews, without fake prompts, and responding professionally to each review
Phase 5: conversion improvements to increase quote requests
In the middle of the campaign, traffic was improving, but quote requests were not rising at the same speed. That is usually a sign that the path to request a quote is not clear enough.
We reviewed the quote flow on mobile and found:
- The form felt too long for first time visitors
- The value message above the form was too generic
- Some service pages did not push visitors clearly to the next step
We improved conversion by:
- Reducing form fields to only what was needed to schedule an estimate
- Adding a clear “what happens next” section near the quote button
- Placing trust elements near the quote section, like photos, review snippets, and service area clarity
- Adding internal links from high engagement pages to the quote page
Monthly execution and performance data
Below is the month by month view from February 2025 to October 2025. Each month includes what we shipped and the outcomes from organic search and local actions.
February 2025: tracking, crawl fixes, and quick mobile improvements
In February 2025, we focused on measurement and technical blockers so future content could perform properly.
February results:
- Organic sessions: 2,050
- Quote requests: 39
- Google Business Profile actions: 340
Work shipped:
- GA4 conversion tracking for form submits and click to call
- Call tracking setup for SEO attribution
- Crawl cleanup, metadata fixes, internal linking fixes
- Mobile speed improvements on top pages
March 2025: launch core service pages and rebuild site structure
In March 2025, we built the core service page set and improved navigation so each service was easy to find.
March results:
- Organic sessions: 2,380
- Quote requests: 46
- Google Business Profile actions: 410
Work shipped:
- First wave of dedicated service pages
- Clear service menu and better internal links from the homepage
- FAQ sections added based on real customer questions
- Basic schema added where it fit, like FAQ on service pages
April 2025: project hub, first project pages, and stronger internal linking
In April 2025, we started project SEO so the site showed proof, not just promises.
April results:
- Organic sessions: 2,760
- Quote requests: 55
- Google Business Profile actions: 520
Work shipped:
- Projects hub page created
- First set of project pages published with real photos and job notes
- Internal links added from service pages to matching projects
- Improved image names and alt text using natural descriptions
May 2025: Google Business Profile overhaul and local trust signals
In May 2025, we focused heavily on the Google Business Profile because local leads were a big opportunity.
May results:
- Organic sessions: 3,120
- Quote requests: 66
- Google Business Profile actions: 640
Work shipped:
- Categories and services updated to match top services
- Weekly photo posting started with consistent labeling
- Weekly posts added and linked to service and project pages
- Business info cleanup across key listings
June 2025: expand service coverage and build Charlotte focused proof
In June 2025, we expanded service coverage and added more Charlotte based proof through projects.
June results:
- Organic sessions: 3,520
- Quote requests: 74
- Google Business Profile actions: 710
Work shipped:
- Additional service content added for stairs, subfloor prep, and room based intent
- More project pages published, focused on LVP and hardwood
- Stronger “service area” clarity added on pages without creating thin doorway pages
- More FAQs added based on Search Console queries
July 2025: refresh pages ranking in the middle and improve quote conversion
In July 2025, we refreshed pages that were close to winning and improved the quote path to reduce drop offs.
July results:
- Organic sessions: 3,980
- Quote requests: 83
- Google Business Profile actions: 790
Work shipped:
- Content refresh sprint for pages sitting around positions 5 to 15
- Better headings and clearer first section answers on service pages
- Quote form shortened and “what happens next” section added
- Internal links added from top traffic pages to quote request areas
August 2025: build more project SEO and add helpful pricing clarity
In August 2025, we leaned into what flooring customers care about most: proof, price factors, and timelines.
August results:
- Organic sessions: 4,420
- Quote requests: 94
- Google Business Profile actions: 860
Work shipped:
- More before and after project pages published
- Simple pricing factor sections added to services, without fake numbers
- Photo galleries improved with short captions so visitors understand the work
- Continued Google Business Profile posts and photo updates
September 2025: authority building and expanding commercial intent pages
In September 2025, we targeted higher value leads and strengthened authority signals that help rankings stay stable.
September results:
- Organic sessions: 4,880
- Quote requests: 104
- Google Business Profile actions: 930
Work shipped:
- Content built for property managers and light commercial flooring needs
- Local partner mentions and supplier resource links pursued
- Review response process improved and service keywords naturally showed up in responses
- More internal linking between residential and commercial service sections
October 2025: strongest month and clean before vs after proof
In October 2025, the site had enough depth that Google started ranking the contractor across multiple service searches, and project pages helped turn clicks into quote requests.
October results for October 1, 2025 to October 28, 2025:
- Organic sessions: 5,210
- Quote requests: 116
- Google Business Profile actions: 980
Work shipped:
- Final improvements to top converting service pages
- Project hub strengthened with clearer categories
- Extra conversion tweaks on mobile call buttons and quote sections
- Internal link reinforcement across service pages and project pages
Before vs after proof: quote requests increased by 240%
Baseline period was January 1, 2025 to January 31, 2025, and quote requests from organic and local search were 34.
Comparison period was October 1, 2025 to October 28, 2025, and quote requests from organic and local search were 116.
That change from 34 to 116 is a 240% increase in quote requests, measured through GA4 conversions and confirmed through call tracking.
Supporting growth metrics that explain why the leads increased:
- Organic sessions increased from 1,880 in January 2025 to 5,210 in October 2025
- Google Business Profile actions increased from 310 in January 2025 to 980 in October 2025
- More visitors landed directly on service pages and project pages, not just the homepage
What drove the growth: the real reasons, not vague advice
The biggest driver was building dedicated service pages that match the exact searches people use. When someone searches “LVP installation Charlotte”, they want a page that is clearly about that service, with process, timelines, and a clear way to request a quote.
The second driver was project SEO. People trust what they can see. When a visitor lands on a service page and immediately sees real completed projects, the decision becomes easier and faster.
The third driver was local SEO consistency. Once the Google Business Profile became more complete and more active, map visibility improved, and calls increased.
The fourth driver was conversion cleanup. Shortening the quote form, improving mobile calls to action, and explaining what happens next removed hesitation.
Tools used by Goforaeo in this campaign
We kept tools practical and used them to make decisions month by month.
Tools used:
- GA4: organic sessions, conversion events, quote form submits, click to call tracking
- Google Search Console: impressions, clicks, CTR, query insights, page improvement priorities
- Google Business Profile: calls, website clicks, direction requests, local engagement tracking
- Call tracking software: measuring phone leads from organic and local sources
- Screaming Frog: technical crawl, metadata issues, internal linking checks
- PageSpeed Insights and Lighthouse: mobile performance checks and speed priorities
- Ahrefs or Semrush: keyword research, competitor gaps, and content planning
- Looker Studio: monthly reporting dashboards
- Microsoft Clarity: user behavior review on service pages and quote form pages
What other contractors can take from this
This campaign is a simple model for local contractors who want steady leads from SEO.
Key takeaways:
- Build one strong page per service instead of one page for everything
- Use project pages to show proof and support service page rankings
- Keep the Google Business Profile active with real photos and clear services
- Make the quote path easy on mobile, with fewer steps and clear next actions
- Use Search Console data every month to decide what to refresh next
Closing summary: where the contractor stood on October 28, 2025
By October 28, 2025, the Charlotte flooring contractor increased quote requests from 34 to 116, a 240% jump driven by service pages, project SEO, and stronger local visibility. Organic traffic grew steadily, map engagement climbed, and the website became much better at turning visits into real estimate requests.
The results came from consistent monthly work, clear site structure, real proof through projects, and small conversion improvements that helped more homeowners take the next step.