Turning local trust into metrics and delivering a full turnaround for a commercial electrical service company
Company Overview
- Industry: Commercial Electrical Services
- Headquarters: United States
- Employee Count: ~25‑50 employees
- Services: Repairs, maintenance, system replacements, 24/7 emergency electrical services
Challenge
Despite a solid reputation and loyal customer base, BrightWay Electrics faced significant digital challenges that were limiting their growth potential:
- Technical and Domain Issues: Frequent website downtime and unresolved technical SEO problems negatively impacted search engine rankings and user experience.
- Disorganized Online Presence: Previous digital efforts were inconsistent, with gaps in strategy, execution, and crucial reporting capabilities.
- Stagnant Lead Flow: Leads generated from web traffic and local searches had plateaued and even declined, putting revenue growth at risk.
- Poor Local Search Visibility: The company struggled to rank prominently in local map packs and “near me” searches across key service areas despite offering emergency and routine services.
- Lack of Actionable Data: Insufficient tracking and reporting made it difficult to identify what marketing channels were driving real business results.
Solution
A comprehensive digital marketing overhaul was undertaken to address these challenges through an integrated strategy that combined technical SEO, localized content, Google Business Profile optimization, and targeted Google Ads campaigns.
Technical SEO Foundation
- Resolved critical domain and website technical issues including site speed, broken links, crawl errors, and HTTPS security to ensure a seamless and secure user experience.
- Enhanced mobile usability, recognizing the growing number of users searching for emergency electrical services on their phones.
On-Page SEO & Local Content Development
- Optimized meta titles, descriptions, and headers focused on high-intent keywords relevant to Williamsburg and surrounding areas.
- Created and enhanced localized landing pages targeting neighborhoods such as James City County and Poquoson, ensuring BrightWay showed up in hyperlocal searches.
- Added comprehensive FAQs and educational content to address common customer concerns like electrical panel upgrades and emergency troubleshooting.
Google Business Profile Optimization
- Fully optimized Google Business Profiles with accurate service categories, up-to-date business hours, geo-targeted service areas, and compelling photos showcasing completed projects.
- Implemented a systematic review acquisition strategy, encouraging satisfied customers to leave feedback, and actively responding to all reviews to foster engagement and trust.
- Expanded presence in Google Maps and “near me” searches, driving more qualified local traffic.
Targeted Google Ads Campaigns
- Launched highly focused PPC campaigns targeting keywords such as “emergency electrician Williamsburg VA” and “electrical repair near me,” segmented by service type and locality for maximum relevance.
- Integrated advanced call tracking and conversion tracking to measure campaign effectiveness, optimize bids, and allocate budget efficiently.
- Employed remarketing strategies to reconnect with website visitors who had shown interest but had not yet converted.
Performance Tracking & Reporting
- Developed custom analytics dashboards providing real-time insights into traffic sources, user behavior, lead volume, and cost-per-lead.
- Conducted monthly performance reviews with the client to refine strategy and focus on the highest ROI activities.
Results (Over 12‑Month Period)
| Metric | Before | After | %Change |
|---|---|---|---|
| Monthly Organic Sessions | 4,387 | 15,263 | +248% |
| Monthly Qualified Leads (Organic + PPC) | 97 | 237 | +144% |
| Cost Per Lead (Google Ads) | $68.50 | $29.75 | -57% |
| Map Pack Keyword Rankings (Top 3) | 8 | 26 | +225% |
| Google Business Profile Views | 1,380 | 5,120 | +271% |
| Average Review Rating | 3.9 | 4.7 | +20% |
| Number of Reviews | 52 | 195 | +275% |
Key Takeaways
- Technical SEO Fixes Were Critical: Addressing foundational issues like site downtime and security unlocked new growth potential by improving user experience and search rankings.
- Local SEO and Google Business Profile Management Drove Visibility: Optimizing for hyperlocal keywords and maintaining a robust GBP presence boosted map pack rankings and organic traffic significantly.
- Targeted Google Ads Accelerated Lead Generation: Intent-driven PPC campaigns efficiently converted high-intent local searchers, cutting cost-per-lead by over half.
- Consistent Review Management Strengthened Trust: Proactively managing customer reviews not only improved online reputation but also contributed to higher local search rankings.
- Data Transparency Enabled Smarter Decisions: Customized dashboards and regular performance reviews allowed for agile marketing, focusing budget where it generated the best results.
