Case study · Contractors · USA
General Contractor Case Study USA: +173% Leads
How a general contractor with 5 crews in Dallas grew estimate requests 173% and cut cost per lead 53% in 6 months with Web Development, SEO and Lead Generation.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Contractors · USA
Contracting
A general contractor with 5 crews based in Dallas, serving the wider Dallas area and focused on home additions and whole-home remodels. Before working with us, 55% 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 estimate requests, a lower cost per project and a pipeline the owner controls.
Results After 6 Months
Leads per month
+173%
Cost per lead
-53%
Marketing-sourced revenue
+257%
Return on marketing spend
25.3x
The challenge
Where the business was stuck
- General contractors compete with marketplaces and handymen for the same searches, which attracts small, low-value jobs.
- Big projects come from trust and reputation, which are hard to convey online.
- Pipeline gaps between large jobs create cash-flow pressure.
- Peak season (planning and design inquiries peak in late winter and spring, ahead of the main building season) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on Website Development, SEO and Lead Generation Program, the three channels with the best cost per project for general contracting businesses in Dallas. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
Website Development
- Designed and built a new 35-page website on a fast, lightweight stack, replacing an outdated template site.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 76 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.
Service 2
SEO
- Technical audit and fixes: 199 crawl errors removed, mobile Largest Contentful Paint cut from 5.0s to 2.2s and indexing issues resolved.
- Built 12 dedicated service pages for high-value work such as home additions and whole-home remodels, each targeting one search intent.
- Added LocalBusiness, Service and FAQPage schema and rebuilt internal linking between services, locations and guides.
- Earned 22 links from local news, suppliers, associations and community sites instead of low-quality link packages.
Service 3
Lead Generation Program
- Added the business to our exclusive lead generation program: one contractor per service area, so leads are never shared or resold.
- Launched dedicated lead capture pages and campaigns for home additions and whole-home remodels across 7 service areas in the wider Dallas region.
- Qualified every lead by job type, location, budget and timeframe before delivery, with instant delivery by SMS and email.
- Replaced paid lead credits on Angi with a fixed monthly program and weekly reports on cost per lead and booked jobs.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Estimate requests per month | 22 | 60 | +173% |
| Cost per lead | $169 | $79 | -53% |
| Cost per project | $1,292 | $462 | -64% |
| Lead-to-job rate | 13% | 17% | +4 pts |
| Website conversion rate | 2.8% | 5.9% | +108% |
| Marketing-sourced revenue / month | $51k | $182k | +257% |
| Share of leads from paid directories | 55% | 27% | -28 pts |
| Mobile page load time | 5.0s | 2.2s | -56% |
| Organic sessions / month | 2,243 | 7,381 | +229% |
| Exclusive leads delivered / month | 0 | 26 | new |
Lead growth
Estimate requests per month
Marketing-sourced revenue went from $51k to $182k a month, measured from booked projects in the CRM.
Optimisations That Moved The Numbers
- 01
The new site's conversion rate is 2.1x the old site's, on the same traffic.
- 02
Project gallery pages became the most visited pages on the site and appear in 20% of converting sessions.
- 03
Consolidating 10 overlapping pages that competed for the same keyword doubled the surviving page's clicks.
- 04
Qualifying leads before delivery cut time wasted on out-of-area and low-budget inquiries by 30%.
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, SEO and Lead Generation.
Weeks 3 to 6
Build and launch
Web Development, SEO and Lead Generation live for home additions and whole-home remodels.
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 Atlanta 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.
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