The Challenge:
Contractor-Customer Matchmaking
Successful home remodelers don’t book just any jobs – they book the right jobs. Squandering limited labor resources on low-margin work is not a sustainable business model. But neither is leaving work on the table in a highly cyclical and competitive industry.
Ultimately, remodelers need to consider both quantity and quality of leads to fill their calendars with consistent and profitable work. To make that happen, they need to be seen, recognized, and respected by local customers searching for their services online.
Ayars Complete Home Improvements, a second-generation South Jersey home remodeling contractor, tasked Epic Web Studios with helping them strike this perfect balance. Our digital marketing team identified a few issues holding them back:
- Issue 1: Google Business Profile inadequately conveyed specialties and quality of work.
- Issue 2: Ayars’ website lacked “hyperlocal” content and social proof to strongly define their service area and customer base.
- Issue 3: Outdated service pages, galleries, and listings promoted services that were deemphasized and/or discontinued.
The Solution
Dialing in on the Details
Targeting qualified audiences organically (i.e., without the use of paid digital advertising) means representing your business as unambiguously as possible – through carefully chosen local keywords, closely curated messaging, and thoughtfully managed visuals.
Ayars' Yelp profile displayed outdated services such as "Building additions" and "Guest house & ADU construction
Refining lead relevance
- Epic continuously monitors for user- and system-suggested updates to Ayars’ Google Business Profile, ensuring accurate business information and Service categories (no handyman services or partial remodel work) remain intact.
- Regular upkeep of local and industry directory listings (Yelp, Houzz) prevents false or conflicting signals about Ayars being fed to search engines.
- Website content and navigation updates to reflect the phaseout of exterior remodeling services and specialization in high-end interior remodeling.
Social proof – in the form of such as reviews and testimonials from satisfied past customers – helps build trust with future customers.
Refining lead origin
- Epic significantly overhauled Ayars’ Service Area page with interactive map features and local content, increasing relevance for hyperlocal search queries.
- Epic added Location schema to all service pages, enhancing Ayars’ ability to appear in rich results and AI overviews for “near me” and geo-specific search modifiers.
- Social proof and testimonials from satisfied local customers integrated more thoroughly sitewide.
Being conscientious about content strategy and messaging (e.g., "high-end") can help you home in on more qualified leads.
Refining lead quality
- Increased messaging around craftsmanship and attention to detail on core webpages, backed by interactively labeled portfolio galleries pointing out and showcasing nuances.
- Topical emphasis on project planning, budgeting, and high-end features in FAQs and blogs to aid in price conditioning.
- Firsthand insights from the business owner, lending authenticity to content and molding expectations.
The Result:
More and Better Leads
From 2018 (when our partnership began) to 2023, Ayars had seen its overall organic search presence more than quintuple. But seismic shifts in the ways search engines rank and display business information pushed Epic to pivot in its marketing and content strategy, a change that has resulted in:
- 200+ leads in 2024 (120% increase over 2023)
- 500+ leads in Q1-Q3 2025 (150% increase over all of 2024)
- 60% upsurge in Google Map Pack placement (aka Top 3) for core service "kitchen remodeling"
Lifetime results
- 85-90% of all leads generated from digital assets (website, social media, and Google Business Profile); up from 10-15% in 2019
- Signed project value regularly exceeding $100K (average unit of sale in 2019: $30,000)
An honest organization to help you decipher the needs of your company's online presence. The entire team is responsive and take the time necessary to help you achieve your goals. Always a pleasure to work with true professionals.
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