This is a real case study from a general contractor in a mid-size Southern city. We have anonymized the business name and location for privacy, but every number is real.
Before: The Problem
The contractor had been in business for 12 years with an excellent reputation and steady referral business. Their website was built in 2018 on WordPress with a theme they had purchased for $49. It had not been meaningfully updated since.
The numbers before the rebuild: - Monthly website visitors: 2,100 (mostly from Google) - Google PageSpeed score: 28/100 (mobile), 45/100 (desktop) - Mobile bounce rate: 73% - Monthly contact form submissions: 15 - Average page load time: 7.2 seconds - Pages per session: 1.4
The site had several critical issues: - Loaded in over 7 seconds on mobile (3x the recommended maximum) - Not responsive — the desktop layout shrank on phones, making text unreadable - Contact form was on a separate page that required 3 clicks to reach - No project gallery — only 2 stock photos of generic construction - No individual service pages — everything was on a single Services page - Title tags and meta descriptions were default WordPress boilerplate
The Rebuild
Ted rebuilt the site overnight with the following changes:
- Modern, mobile-first design with the contractor's branding
- 7 pages: Home, Services (Kitchen, Bathroom, Addition, Deck, General), Gallery, About, Contact
- Each service page targeting "[service] contractor [city]" keywords
- Click-to-call button and contact form visible on every page
- Compressed, optimized images with next-gen formats
- Local business schema markup
- Proper heading structure and meta tags
- Fast hosting with edge caching
After: The Results (90 Days)
The numbers after the rebuild: - Monthly website visitors: 2,800 (+33%) - Google PageSpeed score: 94/100 (mobile), 98/100 (desktop) - Mobile bounce rate: 41% (down from 73%) - Monthly contact form submissions: 38 (+153%) - Average page load time: 1.8 seconds (down from 7.2) - Pages per session: 2.9 (up from 1.4)
The visitor increase came entirely from improved Google rankings. The site started ranking for service-specific searches it had never appeared for before. But the bigger win was the conversion rate improvement — the same traffic was generating 2.5x more leads because the site was faster, more usable, and had clear calls to action.
The Revenue Impact
The contractor's average job value is $8,500. With 23 additional contact form submissions per month and a 40% close rate on website leads, that translates to approximately 9 additional jobs per month, or roughly $76,500 in additional monthly revenue.
The cost of the website rebuild: $500.
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