The situation
After three years with its previous provider, search growth had stalled even though the company kept spending on marketing. It wanted more calls from search, and it wanted to open a second location in Rio Rancho without waiting a year for the new office to show up on the map.
What the agency did
It rebuilt the website on WordPress, moving more than 200 pages off a proprietary platform, and built a page for each service in each city. It tightened internal linking so those pages supported each other. Once the multi-location strategy was recommended, the company signed the Rio Rancho office lease in less than three weeks, and the new Google Business Profile for that office went on to collect more than 300 reviews. The agency reports the result for search-based traffic only; it doesn’t describe the call-tracking setup.
What happened
Search-based phone calls increased from 4,093 to 5,135 year over year, an increase of about 25% that the agency labels as 1,042 additional calls and counts as qualified opportunities. One month produced more than 700 phone calls on its own. More than 300 reviews accumulated on the new profile, and more than 60% of the year-over-year lift came from that first new location. The campaign appears to have run about 18 months even though the headline compares a single year, and the cost isn’t published.
Why it worked
A second verified profile in a neighboring city put the company into a second local map pack, and 300 reviews gave that profile the authority to rank there. The rebuilt site gave Google a specific page to show for every service and city instead of one generic page trying to rank for everything. Reporting search-based calls on their own made the result attributable rather than assumed, which is the difference between a case study and a hunch.
Closer to home
A 2019 case study from Online Visibility Pros, the agency that did the work, reported that Scottsdale Air, an HVAC company here in Scottsdale, saw its website conversion rate rise 430% and monthly leads grow from 25 in September to 145 in January after a redesign with conversion optimization plus local SEO, email newsletters and an automated review system. The comparison crosses the heating season, so the raw lead count deserves a grain of salt. The steadier figures are just as telling: a 39.2% newsletter open rate sustained for more than two years and 30% of happy customers converting into reviews.
How we apply this at Position One
Local SEO for a service business is profile plus site plus reviews plus proof. We build the site structure (a page for every service in every city you serve), manage Google Business Profiles across locations, run the review request system, and wire in call tracking, GA4 and Search Console so you see calls and booked jobs, not just rankings. When a client is opening a second location, the profile work starts before the doors open.