Success doesn't happen overnight in digital marketing for home renovation businesses. Many people focus on quick wins and expect instant leads, but strong, long-term growth starts with a solid foundation. That's exactly what I've been working on for a new outdoor living home renovation client, and Phase One has just been completed.
This client specialises in pergolas, decks, carports, and verandas—outdoor structures that add value to homes. However, their website had been idle for years, with no love from Google. It was slow, outdated, and barely functional. They had done a fantastic job generating over 50 reviews. Still, because they operated from a service-based location (not a physical storefront), they weren't getting the priority they deserved in local search.
The first step in any successful SEO and lead-generation campaign is to clean up the mess and build a strong digital foundation. That's exactly what Phase One was all about.
Rebuilding the Website from the Ground Up
The client's existing website was a disaster. It was bloated with oversized images, some as large as 3MB each, making the site unbearably slow. The hosting provider was unreliable, and the website was built more like a static business card than a performance-driven marketing asset. It was clear that no amount of tweaking would bring this site up to standard, so I made the call to rebuild it from scratch.
I moved the site to WP Astra, a lightweight WordPress theme, and used Beaver Builder as the page builder. These tools allow me to build fast, maintain flexibility, and fully control performance. With a fresh, clean foundation, I could focus on speed, user experience, and search engine optimisation (SEO).
While the design remained familiar, I completely rewrote the content. Every service page was structured with SEO best practices in mind. The URLs included the main keyword, the H1, H2, and H3 headings were properly formatted, and I ensured that keywords were naturally embedded throughout the content. Instead of using generic language, I positioned the business as an industry leader by shifting the messaging from "We offer decking and pergola services" to "We have completed over 5,000 decking and pergola projects in Melbourne." This subtle change helps Google and potential clients recognise the business's expertise, experience, authority, and trust (E-E-A-T).
Cleaning Up Technical SEO Issues
A new website alone isn't enough to rank well. Google must understand and trust the site, starting with strong technical SEO. I ran a full audit and found several major issues that needed immediate attention.
First, Google Search Console hadn't been set up, meaning there was no way to track performance or errors. I immediately fixed that, submitted the sitemap, and ensured all pages were properly indexed.
Second, the previous developer had left staging pages live and indexed. These pages were originally used for development but never removed, causing duplicate content issues. I deleted them to clean up the index.
Another major problem was thin content on service pages. Many project pages had almost no text—just a suburb name and an image. This is a common issue in trade websites but is a huge ranking killer. Instead of deleting them outright, I redirected those pages to a well-structured project gallery, allowing visitors to browse past projects by category.
These fixes help improve crawlability, remove unnecessary pages, and ensure that only high-quality content remains on the site.
Content Strategy: Authority First, Leads Second
Content is the backbone of any successful SEO strategy. Google doesn't just rank websites—it ranks authoritative content that helps users solve problems. Instead of optimising service pages, I created a structured content strategy that aligns with how people search for outdoor home renovations.
I outlined 80 high-value blog articles covering the client's core services. The content plan included:
- 20 articles on pergolas
- 20 articles on decks
- 20 articles on carports
- 20 articles on verandas
Each blog post is designed to answer real homeowner questions while seamlessly integrating the client's services as the solution. Some of the key topics covered include:
- How to choose the right pergola for your backyard
- Comparing different decking materials
- Step-by-step guide to building a carport
This strategy ensures that the client is positioned as a trusted industry expert, not just another contractor.
Creating High-Impact Case Studies
One of the most powerful tools for converting leads is proof of work. Homeowners want to see real projects, real transformations, and real results. That's why I introduced a structured case study system for every major project the client completes.
Instead of just uploading before-and-after images, each case study follows a 20-question framework. These questions capture the following:
- What the homeowner wanted
- What challenges came up during the build
- How the team solved unexpected issues
- Whether permits or approvals were needed
This structured storytelling approach creates a compelling narrative that showcases the company's expertise. When potential clients read about past projects, they'll see a clear, step-by-step journey from problem to solution, making it easier to trust the company.
Landing Pages & Lead Generation
While SEO builds momentum over time, I also wanted to drive immediate leads through Google Ads. Instead of directing ads to the homepage, I built hyper-targeted landing pages focused on specific keywords and locations.
Each landing page is designed to be highly visual and conversion-focused. It includes:
- A strong track record of past projects
- High-quality before and after images
- A unique phone number and contact form for tracking
These pages allow me to test and refine the ad campaigns quickly, ensuring that only the most relevant leads are coming through.
Google Ads: Smart Spending, Not Wasteful Spending
Google Ads can be a money pit if not managed correctly. I don't believe in throwing money at broad keywords and hoping for the best. Instead, I take a highly targeted approach.
I started with tight keyword targeting, ensuring every click was highly relevant. I also eliminated wasteful searches by adding negative keywords—such as "jobs," "DIY," and "cheap"—to prevent unqualified traffic.
The campaign requires constant refinement over the first few weeks. I analyse which ads convert best, which keywords bring in quality leads, and where budgets should be adjusted. Over time, this method creates an optimised ad campaign that delivers consistent, cost-effective leads.
Link-Building: The Right Way
SEO isn't just about content and technical fixes—it also requires high-quality backlinks. However, link-building must look natural to avoid penalties.
At this stage, I'm focusing on:
- Citations & brand mentions
- Guest posts on relevant home improvement sites
- Links to high-value blogs, not just service pages
By gradually ramping up link-building efforts, I ensure the site builds trust and authority in Google's eyes.
What's Next? Phase Two Begins
With Phase One complete, the next steps are clear. I'll continue:
- Publishing the 80 planned blogs
- Scaling Google Ads based on performance data
- Rolling out structured case studies for major projects
- Building high-authority backlinks
Marketing a home renovation business isn't about quick wins but smart, strategic growth. By following this blueprint, I know we'll dominate rankings and drive high-quality leads over time.
Let's discuss whether you want to transform your digital marketing strategy and generate consistent, high-quality leads.
