Local SEO & Brand Transformation for a Service Business
Client Story
We started working with Panolias Awnings two years ago, after their previous website — built by another provider — had brought no measurable results.
Our collaboration began with a complete website redesign and brand refresh, including a new logo and updated business name.
Once the new site was launched, we proposed a monthly mixed promotion strategy combining:
- SEO optimisation, focusing on both local keywords and broader search terms such as “tentes” (awnings);
- Google Ads campaigns, aiming for 11–15 phone leads per month
- Social Media marketing, with engaging video content on Facebook and TikTok to boost audience interaction.
🧱 Website Built
The project began with a full website rebuild and complete rebranding. The client’s previous website had limited content, no SEO structure, and didn’t represent the business effectively.- ✓ Rebranded the company with a new, more professional name and clear identity.
- ✓ Rebuilt the website from scratch with a modern, conversion-driven design.
- ✓ Optimised all pages for organic visibility and paid campaign performance (Google Ads & Social Media).
- ✓ Ensured excellent UX on mobile, improving both user satisfaction and SEO ranking potential.
🧱 Content & Category Optimisation
We structured the website for clarity and search discoverability.
Our goal was a clean information architecture so users — and Google — can find the right content fast.
- ✓ Planned the site architecture (IA) and category tree to match search intent and services.
- ✓ Built a clean XML sitemap & logical URL structure (categories → subcategories → services).
- ✓ Optimised category pages as landing hubs (unique copy, FAQs, internal links, CTAs).
- ✓ On-page SEO for all key pages: titles, meta descriptions, H1–H3, schema, internal linking.
- ✓ Improved content quality (service copy, visuals, trust elements) to boost relevance & conversions.
- ✓ Set up canonical tags and fixed orphan/duplicate pages to focus crawl budget.
- ✓ Submitted to Google Search Console, monitored indexing & resolved coverage issues.
🧱 Google Ads Launch & Lead Conversion Setup
With the website structure and SEO foundation in place, we focused on generating traffic and leads.
- ✓ Built tailored Google Ads campaigns targeting high-intent, service-specific and local keywords.
- ✓ Created dedicated landing pages for each service to improve ad relevance and Quality Score.
- ✓ Designed custom enquiry forms per service category, allowing users to request exactly what they needed — not just send general messages.
- ✓ Optimised campaign tracking to monitor conversions and measure cost-per-lead accurately.
- ✓ Balanced SEO performance with paid acquisition, ensuring steady growth in both organic and paid channels.
Result: increased first-page visibility, steady phone calls, and a growing flow of qualified leads.
STEP 3🧱 Social Media Setup & Video Campaigns
Once the Google Ads campaigns were running successfully, we expanded the client’s digital presence to social media.
- ✓ Created and optimised professional business accounts on Facebook and TikTok, ensuring full alignment with the new branding.
- ✓ Produced and uploaded authentic video content showcasing the client’s real projects and completed installations.
- ✓ Developed targeted campaigns focused on audiences relevant to the client’s industry and service area.
- ✓ Optimised ad creatives, captions, and targeting to boost reach, engagement, and brand awareness.
- ✓ Established a consistent posting rhythm and engagement strategy to build trust and visibility.
Result: increased brand recognition, more relevant followers, and higher engagement from potential customers interested in the client’s services.
STEP 4🧱 Results & Business Growth
After months of consistent optimisation, the results began to show clearly across all channels.
- ✓ Through ongoing backlink building and authority growth, the website achieved higher click-through rates (CTR) and stable organic traffic from Google — no longer relying only on paid campaigns.
- ✓ The combination of SEO, Google Ads, and social media delivered a steady flow of qualified enquiries every week.
- ✓ Incoming calls and form submissions increased significantly, creating consistent monthly workload.
- ✓ The growing demand led the client to expand operations and hire new staff to handle the increased volume of projects.
- ✓ The business is now positioned as a trusted local provider with continuous visibility and a sustainable customer pipeline.
We’re Set.
Are you in?
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