SEO Case Study: How a Wedding Services Company Increased Booking Leads by 220%
On May 13, 2025, a wedding services company in Savannah, Georgia partnered with Goforaeo because their website was not bringing consistent booking leads. They were getting a few inquiries from referrals and Instagram, but Google was not sending enough ready to book couples.
This case study covers the work from May 13, 2025 to December 12, 2025. It shares monthly actions, monthly numbers, and the exact SEO steps that made booking leads grow in a steady, believable way.
Client Snapshot: Location, services, and the actual problem
The client is based in Savannah, Georgia, and they serve couples planning weddings across Savannah and nearby areas. They offer a mix of services, including planning support, vendor coordination, and wedding day management, plus add ons like timeline creation and vendor communication.
Even though their work quality was strong, the website was not built around how couples search. Many pages were too general, and Google could not clearly match the site to searches like “wedding planner Savannah” or “day of coordinator Savannah.”
A second issue was trust. Wedding buyers want quick proof, simple pricing direction, and a clear next step. The site had nice photos, but it did not guide visitors strongly toward a booking action.
What counted as a booking lead in this project
To keep the results honest, we counted a booking lead only when the visitor showed real intent. These were not vanity clicks or casual messages.
Booking leads included:
- Completed “Check availability” or “Request pricing” form submissions
- Booked consultation calls from the scheduling page
- Tracked phone calls from organic search and local listings that resulted in a consult request
We did not count newsletter signups, Instagram clicks, or page visits as booking leads. This helped the numbers stay clean month to month.
Baseline Results: The before picture in May 2025
May 2025 is the baseline month because we began on May 13, 2025 and used that month to capture the true starting point. At the start, the website had some impressions, but rankings were mostly low and clicks were limited on high intent terms.
Baseline metrics for May 2025:
- Organic sessions: 1,060
- Google Search Console clicks: 210
- Google Search Console impressions: 19,700
- Average position across tracked non branded terms: 27.3
- Booking leads from organic search: 25
- Organic lead conversion rate: 2.36%
- Google Business Profile calls and website clicks: 34
Strategy Overview: The plan that supported real bookings
We did not try to rank the site for broad wedding terms that attract random traffic. We focused on searches that signal action, like planning packages, coordination, wedding timeline help, and service plus location terms tied to Savannah.
The strategy followed a clear order. First, fix technical and tracking issues so growth is measurable. Second, rebuild service pages so Google understands each offering. Third, improve local SEO so the business shows up for Savannah intent searches. Finally, improve conversions so more visits turn into booking leads.
Tools used for tracking, audits, and execution
We used a simple tool stack so decisions were based on real data, not guesses.
Tracking and reporting tools:
- Google Analytics 4: conversion events and lead funnels
- Google Search Console: queries, clicks, impressions, indexing
- Google Business Profile Insights: calls, clicks, directions
- Looker Studio: monthly dashboards
SEO and site improvement tools:
- Screaming Frog: crawl audits, internal linking checks, metadata review
- Ahrefs and Semrush: keyword research, competitor gaps, link checks
- PageSpeed Insights and Lighthouse: speed and Core Web Vitals
- BrightLocal: citation consistency and local rank tracking
- CallRail: call tracking and lead source clarity
- Hotjar: behavior recordings and form drop off patterns
Phase 1: Foundation fixes that removed silent blockers
In the first few weeks, we fixed issues that slow down SEO even when the site looks fine. These were not dramatic problems, but they often keep a local business stuck on page two and three.
We also cleaned up tracking so booking leads were counted correctly. If tracking is messy, it is too easy to claim growth that is not real, so we tightened this early.
Technical and on page fixes we completed first
The website had a few pages competing for similar keywords, plus weak internal linking. We improved the structure so Google could understand which page should rank for which topic.
Key fixes included:
- Duplicate titles and thin meta descriptions rewritten
- Broken links and redirect chains cleaned up
- Sitemap and indexing signals checked and corrected in Search Console
- Internal linking improved so service pages were easier to reach
- Lead tracking events confirmed in GA4 for forms and call clicks
Phase 2: Service pages rebuilt for Savannah wedding search intent
After the foundation was stable, we rebuilt key service pages. Wedding SEO works best when each service has its own clear page with strong proof and an easy booking step.
We wrote pages in natural language, using the same words couples use. We also added helpful sections that reduce hesitation, like what is included, how the process works, and what happens after you inquire.
Core pages created or expanded
We built these pages with strong headings, FAQs, and a clear consultation step:
- Wedding planning services in Savannah
- Day of coordination in Savannah
- Partial planning support for couples who already booked a venue
- Vendor coordination and timeline management
- Wedding consultation and availability request page
Phase 3: Local SEO improvements for stronger map visibility
For wedding services, local search is a major lead driver. Many couples search on their phones and choose from map results first, especially when they want a quick call or a fast quote.
We improved Google Business Profile, fixed listing consistency, and strengthened local signals across the site. This helped visibility for nearby searches and increased calls that turned into consults.
Local SEO actions that made the biggest difference
We focused on real trust signals, not fluff. Couples care about proof, responsiveness, and clear service areas.
Local improvements included:
- Google Business Profile categories and services refined
- Weekly posts added with real offers and seasonal updates
- New photos added consistently to keep the profile active
- Citation cleanup to match name, address, and phone everywhere
- Location signals added naturally across the website copy
Phase 4: Content that builds trust and pushes couples to book
Once service pages and local signals were strong, content helped expand reach. We did not write random blog posts. We wrote decision support content that answers real questions couples ask right before they contact a provider.
This content also helped service pages rank better because it built topical depth. It gave Google more reasons to trust the site for Savannah wedding planning topics.
Content topics we focused on:
- How far in advance to book a wedding planner in Savannah
- Day of coordinator checklist and what couples often forget
- Sample wedding timelines for Savannah venues and outdoor weddings
- Budget planning tips that do not feel salesy
- What planning packages include and how to choose the right one
Monthly Timeline and Results: May 2025 to December 2025
Below is the month by month timeline showing what we did and what changed. Each month includes key actions plus the metrics we tracked.
May 2025: Baseline month and tracking cleanup
We started on May 13, 2025, and used the month to set a clean baseline. We fixed tracking, reviewed indexing, and mapped keywords so future pages would not overlap.
Work completed in May:
- Technical audit and crawl cleanup
- GA4 conversion events verified for forms and call clicks
- Keyword map built for services and Savannah intent terms
May numbers:
- Organic sessions: 1,060
- GSC clicks: 210
- Impressions: 19,700
- Booking leads: 25
- Conversion rate: 2.36%
- GBP actions: 34
June 2025: Service page rebuild and clearer booking path
June focused on improving the pages couples land on before they inquire. We rebuilt service pages, improved internal links, and added clearer calls to action that felt natural.
Work completed in June:
- Core service pages expanded and rewritten for intent
- FAQs added to reduce repetitive questions
- Consultation page improved with simpler steps
June numbers:
- Organic sessions: 1,240
- GSC clicks: 260
- Impressions: 23,900
- Booking leads: 32
- Conversion rate: 2.58%
- GBP actions: 42
July 2025: Local SEO push and Google Business Profile upgrades
July was dedicated to local visibility. We improved the Google Business Profile, cleaned citations, and added stronger local relevance across the website without keyword stuffing.
Work completed in July:
- GBP services, descriptions, and categories updated
- Citation cleanup across key directories
- Weekly GBP posts started with real updates and photos
July numbers:
- Organic sessions: 1,520
- GSC clicks: 330
- Impressions: 31,800
- Booking leads: 40
- Conversion rate: 2.63%
- GBP actions: 55
August 2025: Content rollout tied to real booking intent
August focused on content that answers decision questions and guides couples toward the right service page. We also improved internal linking so content was never a dead end.
Work completed in August:
- First content cluster published and internally linked
- Stronger links from blogs to service pages
- Titles and meta descriptions refined to improve click quality
August numbers:
- Organic sessions: 1,860
- GSC clicks: 420
- Impressions: 44,600
- Booking leads: 48
- Conversion rate: 2.58%
- GBP actions: 64
September 2025: Conversion improvements and trust upgrades
September was about turning more visits into leads. We used behavior recordings to find where users hesitated, then improved clarity and trust.
Work completed in September:
- Form fields reduced to remove friction
- Trust sections added: process, response time, what happens next
- Gallery pages improved with stronger captions and context
September numbers:
- Organic sessions: 2,240
- GSC clicks: 520
- Impressions: 59,200
- Booking leads: 57
- Conversion rate: 2.54%
- GBP actions: 78
October 2025: Authority building and stronger internal structure
October focused on building authority and improving structure. We strengthened topic clusters, improved internal linking, and earned a few relevant local mentions that supported trust.
Work completed in October:
- Topic clusters expanded with supporting posts
- Internal linking refined using crawl data
- Local outreach for mentions on wedding and community sites
October numbers:
- Organic sessions: 2,660
- GSC clicks: 650
- Impressions: 76,900
- Booking leads: 66
- Conversion rate: 2.48%
- GBP actions: 91
November 2025: Better clicks from Google and higher quality traffic
In November, we improved click through rate on pages that already had impressions. This brought more qualified visitors without relying only on new content.
Work completed in November:
- Title and meta description rewrites for top impression pages
- Content refresh on older posts to match current search intent
- Stronger internal links into the booking and consultation page
November numbers:
- Organic sessions: 3,080
- GSC clicks: 780
- Impressions: 95,400
- Booking leads: 73
- Conversion rate: 2.37%
- GBP actions: 106
December 2025: Final refinements and peak booking lead month
By early December, the site had stronger service rankings, better local visibility, and a smoother booking path. We focused on polishing what was already working.
Work completed in December:
- Booking page improved with clearer expectations and timing
- Mobile speed improvements on top landing pages
- Final updates to FAQs based on real inquiry questions
December numbers through December 12, 2025:
- Organic sessions: 3,360
- GSC clicks: 890
- Impressions: 112,800
- Booking leads: 80
- Conversion rate: 2.38%
- GBP actions: 121
Before vs After Proof: The results made simple
To keep proof clear, we compare the baseline month to the latest tracked month. This shows the real change without extra math tricks.
Before vs after:
- May 2025 booking leads: 25
- December 2025 booking leads: 80
- Net gain: +55 booking leads per month
- Growth: 220% increase in booking leads
Supporting proof that matched the lead growth:
- Organic sessions: 1,060 to 3,360
- GSC clicks: 210 to 890
- Impressions: 19,700 to 112,800
- GBP actions: 34 to 121
Why this worked: The real drivers behind the increase
This worked because we aligned the website with how couples actually search in Savannah. We built clear service pages for the main offerings, then supported them with content that answers common decision questions.
Local SEO was also a major driver. When map visibility improved, calls and quick consult requests increased. Those calls often turned into booking leads because the business responded fast and the website backed up the trust.
Main drivers behind the result:
- Service pages that matched real intent, not generic wedding terms
- Stronger local signals that increased calls and map visibility
- Content that reduced hesitation and helped couples choose a package
- Better internal linking so visitors always had a next step
- Conversion improvements that made inquiry feel simple and safe
What Goforaeo would repeat for other wedding businesses
This process is repeatable because it is based on fundamentals. Wedding services SEO grows best when you build the right pages, prove trust quickly, and make booking easy.
A repeatable approach looks like this:
- Fix technical SEO and tracking first
- Build dedicated pages for each high value service
- Strengthen local SEO with a fully active Google Business Profile
- Publish decision content that supports booking intent
- Improve conversions using real behavior data
Closing Summary: Timeframe, location, and outcome
This case study covers a wedding services company in Savannah, Georgia, working with Goforaeo from May 13, 2025 to December 12, 2025. Booking leads increased from 25 per month to 80 per month, which equals a 220% increase.
The growth came from technical cleanup, stronger service pages, improved local SEO, content built around real buyer questions, and conversion upgrades that removed friction from the booking process.