Rebuild, SEO and Ads for a Service Business
Website Reconstruction & SEO for Door Installation Business
The client, a professional door and kitchen furniture installer, had a website built by another developer that suffered from structural and technical issues.
Pages were not optimised, categories were confusing, and search engines could not properly interpret the services offered.
The goal was to rebuild and optimise the existing website to reflect the company’s expertise and start generating qualified leads.
🧱 Website Reconstruction & Structure Setup
The project began with the reconstruction of an existing website that had major design and technical limitations. Our goal was to rebuild the structure without losing the existing content while improving usability and SEO performance.
- ✓ Conducted a full technical audit to identify layout, speed, and indexing issues from the previous build.
- ✓ Re-organized the site architecture — categories, sub-categories, and service pages — to reflect real customer needs (door installation, kitchen furniture fitting, exterior doors, security doors).
- ✓ Redesigned the navigation and product/service display, transforming the site from a “product-style catalog” into a service-driven presentation.
- ✓ Implemented a clean URL structure and logical hierarchy for faster crawling and clearer user paths.
- ✓ Improved visual consistency and responsive design to ensure a better experience across desktop and mobile.
Result: a solid, well-structured foundation that clearly communicated the company’s expertise and allowed future SEO work to perform effectively.
STEP 1🧱 SEO Optimisation & Category Refinement
After rebuilding the structure, we focused on improving search visibility through on-page optimisation and clearer categorization.
- ✓ Performed a complete SEO audit and fixed technical issues such as missing metadata, duplicate titles, and slow-loading images.
- ✓ Optimised the category pages as strategic landing points, ensuring each one targeted a clear keyword group (e.g. security doors, exterior doors, kitchen furniture installation).
- ✓ Rewrote and optimised all service descriptions, headings, and internal links for both readability and keyword relevance.
- ✓ Added local SEO signals (city-based keywords, service areas, and structured headings) to attract nearby customers.
- ✓ Implemented image compression, alt text, and mobile UX improvements to enhance speed and engagement.
Result: better keyword mapping, faster indexing, and strong early visibility in organic search — creating the base for continuous traffic growth.
STEP 2🧱 Link Building & Google Ads Campaign
With the website structure and on-page SEO completed, we focused on building authority and driving qualified traffic.
- ✓ Developed a link building strategy targeting relevant home improvement and construction websites to strengthen domain authority.
- ✓ Secured high-quality backlinks from niche directories, partner sites, and local industry resources.
- ✓ Launched Google Ads campaigns targeting search terms with high purchase intent, such as security door installation, kitchen door fitting, and custom exterior doors.
- ✓ Created dedicated landing pages for each ad group to maximize relevance and conversion rates.
- ✓ Continuously monitored keyword performance, cost-per-click, and conversion data to optimise results in real time.
Result: improved authority and visibility across multiple categories, increased qualified traffic from both organic and paid channels, and a consistent rise in lead volume.
STEP 3🧱 Content Optimisation & Technical SEO
After improving structure and campaigns, we focused on strengthening the website’s long-term SEO performance.
- ✓ Refined and expanded page content to include relevant keywords, FAQs, and detailed descriptions for each service and product category.
- ✓ Improved internal linking to connect related pages (e.g. security doors → installation process → contact page), enhancing crawl depth and user flow.
- ✓ Implemented technical SEO enhancements such as image lazy-loading, caching, and schema validation fixes to increase site speed and clarity for search engines.
- ✓ Regularly analyzed Google Search Console data to track impressions, clicks, and keyword growth trends.
- ✓ Continued content updates and optimisation based on user behavior and seasonal search patterns.
Result: stronger keyword rankings across main categories, faster site performance, and stable organic growth that complemented paid traffic efforts.
STEP 4🧱 Results & Business Impact
The combined strategy of reconstruction, SEO, and paid campaigns led to measurable, long-term success.
- ✓ The website now ranks on Google’s first page for multiple competitive keywords such as security doors installation and kitchen furniture fitting.
- ✓ Achieved a steady 160% monthly increase in phone enquiries and quote requests, coming from both organic and paid channels.
- ✓ The optimised category structure and content improved user flow, keeping visitors engaged and lowering bounce rate.
- ✓ Local visibility grew significantly, positioning the business as a trusted door-installation provider within its region.
- ✓ Continuous monitoring and content refreshes maintain high performance and ensure sustainable growth over time.
Result: the client transformed a technically weak website into a fully optimised sales channel — generating consistent leads, stronger authority, and measurable return on investment.
STEP 5We’re Set.
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