Case study · Carpenters · Canada
Carpenter Case Study Canada: +100% Leads
How a 3-person carpentry and joinery firm in Calgary grew quote requests 100% and cut cost per lead 32% in 6 months with Web Development, SEO and Content.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Carpenters · Canada
Carpentry
A 3-person carpentry and joinery firm based in Calgary, serving the wider Calgary area and focused on deck building and basement finishing carpentry. Before working with us, 62% of enquiries came through HomeStars 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
+100%
Cost per lead
-32%
Marketing-sourced revenue
+143%
Return on marketing spend
9.5x
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 season runs from may to september; interior work is steady through winter) 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 Content Marketing, the three channels with the best cost per project for carpentry and joinery businesses in Calgary. 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- Designed and built a new 32-page website on a fast, lightweight stack, replacing an outdated template site.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 61 completed jobs.
- Hit a mobile Lighthouse performance score of 90 with compressed images, no page builder bloat and a load time of 2.3s.
- 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: 215 crawl errors removed, mobile Largest Contentful Paint cut from 4.5s to 2.3s and indexing issues resolved.
- Built 11 dedicated service pages for high-value work such as deck building and basement finishing carpentry, each targeting one search intent.
- Added LocalBusiness, Service and FAQPage schema and rebuilt internal linking between services, locations and guides.
- Earned 38 links from local news, suppliers, associations and community sites instead of low-quality link packages.
Service 3
Content Marketing
- Built a content plan of 24 articles around cost, comparison and how-to questions for deck building and basement finishing carpentry.
- Produced 22 short videos from real jobs and repurposed them for the website, Google Business Profile, YouTube and social.
- Created a downloadable buyer guide as a lead magnet, capturing 58 email leads a month for follow-up.
- Linked every article to the matching service page and quote form, so readers move from research to enquiry.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Quote requests per month | 20 | 40 | +100% |
| Cost per lead | C$148 | C$101 | -32% |
| Cost per project | C$546 | C$307 | -44% |
| Lead-to-job rate | 27% | 33% | +6 pts |
| Website conversion rate | 2.6% | 6.0% | +131% |
| Marketing-sourced revenue / month | C$24k | C$58k | +143% |
| Share of leads from paid directories | 62% | 20% | -42 pts |
| Mobile page load time | 4.5s | 2.3s | -49% |
| Organic sessions / month | 799 | 1,751 | +119% |
| Organic visits to guides / month | 243 | 2,986 | new channel |
Lead growth
Quote requests per month
Marketing-sourced revenue went from C$24k to C$58k a month, measured from booked projects in the CRM.
Optimisations That Moved The Numbers
- 01
The new site's conversion rate is 2.8x 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 11 overlapping pages that competed for the same keyword doubled the surviving page's clicks.
- 04
The top 9 articles now rank on page one and send readers to quote forms at a 29% higher rate than other traffic.
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 Content.
Weeks 3 to 6
Build and launch
Web Development, SEO and Content live for deck building and basement finishing carpentry.
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 Edmonton 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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