Case study · Carpenters · USA

Carpenter Case Study USA: +63% Leads

Name: Marketing Lead Expert
Address: IN
Price range: $$

How a 3-person carpentry and joinery firm in Tampa grew quote requests 63% and cut cost per lead 30% in 6 months with Web Development and SEO.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.

Carpenters · USA

Carpentry

A 3-person carpentry and joinery firm based in Tampa, serving the wider Tampa area and focused on deck building and repair, plus custom built-ins and cabinetry. Before working with us, 59% of inquiries came through Angi and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive quote requests, a lower cost per project and a pipeline the owner controls.

Results After 6 Months

Leads per month

+63%

Cost per lead

-30%

Marketing-sourced revenue

+113%

Return on marketing spend

8.1x

The challenge

Where the business was stuck

Carpentry covers everything from small repairs to custom joinery, and generic marketing attracts the low-value end.
Quality craftsmanship is hard to show on a basic website, so buyers compare on price instead.
Many carpenters depend on builders for work, leaving them exposed when a builder's pipeline slows down.
Peak season (deck and outdoor projects peak in spring and summer; interior finish work is steadier through fall and winter) was not being planned for, so budget ran out when demand was highest.

The approach

Two services, one goal

We focused on Website Development and SEO, the two channels with the best cost per project for carpentry and joinery businesses in Tampa. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

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What we did

The technical work behind the numbers, service by service.

Service 1

Website Development

Designed and built a new 52-page website on a fast, lightweight stack, replacing an outdated template site.
Structured the site around services, locations and projects, with a filterable project gallery of 32 completed jobs.
Hit a mobile Lighthouse performance score of 97 with compressed images, no page builder bloat and a load time of 2.2s.
Set up 301 redirects for every old URL so no rankings were lost in the move, and connected GA4, Search Console and call tracking.

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Service 2

SEO

Technical audit and fixes: 84 crawl errors removed, mobile Largest Contentful Paint cut from 4.3s to 2.2s and indexing issues resolved.
Built 10 dedicated service pages for high-value work such as deck building and repair and custom built-ins and cabinetry, each targeting one search intent.
Added LocalBusiness, Service and FAQPage schema and rebuilt internal linking between services, locations and guides.
Earned 40 links from local news, suppliers, associations and community sites instead of low-quality link packages.

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The numbers

Before and after

Metric	Before	Month 6	Change
Quote requests per month	19	31	+63%
Cost per lead	$101	$71	-30%
Cost per project	$376	$202	-46%
Lead-to-job rate	27%	35%	+8 pts
Website conversion rate	3.2%	6.5%	+104%
Marketing-sourced revenue / month	$17k	$37k	+113%
Share of leads from paid directories	59%	27%	-32 pts
Mobile page load time	4.3s	2.2s	-49%
Organic sessions / month	731	1,854	+154%

Lead growth

Quote requests per month

Marketing-sourced revenue went from $17k to $37k a month, measured from booked projects in the CRM.

Optimisations That Moved The Numbers

01
The new site's conversion rate is 2.4x the old site's, on the same traffic.
02
Project gallery pages became the most visited pages on the site and appear in 29% of converting sessions.
03
Consolidating 17 overlapping pages that competed for the same keyword doubled the surviving page's clicks.
04
Rewriting title tags around price and location intent raised organic click-through rate from 3.1% to 6.9%.

The 6-month timeline

From tracking to scale.

Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering Web Development and SEO.
Weeks 3 to 6
Build and launch
Web Development and SEO live for deck building and repair, plus custom built-ins and cabinetry.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Charlotte and nearby areas, plus new services with proven demand.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.