Recognize a relevant project
Brownstone, co-op, and full-home content spoke to specific renovation needs.
Design-Build & Home Remodeling · Client story
A stronger pipeline for higher-value renovations.
A to Z Renovations
A to Z Renovations needed inquiries that matched the projects its team was equipped to deliver. The strategy put complex project types, portfolio proof, and qualification at the center of the customer journey.
- +247%
- Organic Traffic
- +134%
- Consultation Requests
- +68%
- Average Project Value
- +410%
- Project Gallery Engagement
Reported engagement results
The starting point
What stood between the business and its next customer?
MarketNew York, NY · showrooms in Manhattan & Brooklyn
Visit the client websiteA to Z Renovations came to us to solve a mismatch between the caliber of work they deliver and the caliber of lead their website was attracting.
In business since 2000, A to Z is a full-service NYC design-build firm with showrooms in Manhattan and Brooklyn, in-house licensed contractors, a five-year warranty and press coverage in Forbes, Inc. and NBC. The portfolio spans Central Park West full-home remodels, Park Slope historic townhouse restorations and Upper West Side luxury kitchens.
The problem was lead quality. NYC remodeling search is saturated with low-intent traffic. renters, browsers, price-shoppers and homeowners whose budgets fall far below a co-op gut renovation. The estimating team was spending significant time on consultations that had no realistic path to contract.
We rebuilt the funnel around high-value project types, made the qualification process part of the conversion path rather than a phone call afterward, and used the portfolio as the primary trust mechanism.
A connected engagement
The expertise behind the work.
The customer journey
Three decisions.
A more useful path forward.
See comparable work
Detailed project pages connected completed work to matching services and neighborhoods.
Qualify the next conversation
Scope, property type, and budget became part of the consultation path.
Strategy into delivery
Targeting the High-Value Project Types
We restructured the site around the project types that carry the largest contract values rather than generic remodeling terms.
Dedicated pillar pages for brownstone renovation, co-op remodeling, apartment combinations and full-home remodels
Copy addressing NYC-specific complexity. board approval, DOB permits, landmark district requirements, building access
Content depth matched to the length of a six-figure decision cycle
Service, LocalBusiness and FAQ schema throughout
Internal linking from gallery projects into matching service pages
Strategy into delivery
Turning the Gallery Into the Sales Engine
A to Z's completed projects were their most persuasive asset and had been treated as a single image grid. We rebuilt every project as an indexable case page with scope, neighborhood, materials, timeline and full imagery.
Gallery engagement rose 410%, and project pages became the most common last-touch before a consultation request.
Strategy into delivery
Qualification Inside the Conversion Path
The existing multi-step form was collecting the right information but losing people. We rebuilt it to lead with project scope and property type. co-op, condo, private home or commercial. before asking for contact details, and made the budget field a self-selection step rather than an obstacle.
Form completion rose 147% while unqualified inquiries dropped sharply. Average project value climbed 68% because the leads arriving were the ones A to Z is actually built to serve.
Strategy into delivery
Paid Social Built on Visual Proof
Remodeling is a visual purchase with a long consideration window. We built paid social around before-and-after sequences from real completed projects, targeted to NYC homeowners in co-op and brownstone-dense neighborhoods, with retargeting sequences for gallery visitors. Cost per lead fell 52%.
Strategy into delivery
Put existing credentials beside the decision.
The Forbes, Inc. and NBC coverage, BBB accreditation, 20+ year track record, five-year warranty and two physical showrooms were all underused. We surfaced these throughout the conversion path. particularly adjacent to the consultation form, where a homeowner is deciding whether to trust a contractor with a six-figure project and months in their home.
Search intent
The questions behind the demand.
brownstone renovation NYC
co-op renovation contractor
combining apartments NYC
full home remodel Manhattan
townhouse renovation Brooklyn
luxury kitchen renovation NYC
The result, in perspective
A clearer view of the change.
Each metric starts at an index of 100. The second bar shows the reported outcome relative to that starting point.
Calculated from the reported percentage changes. These are indexed comparisons, not raw traffic or cost figures, and do not show a monthly trend.
Workstream results
Search Engine Optimization
Assess discovery and the performance of the pages receiving it.
- +221%
- Total Traffic
- +247%
- Organic Traffic
- +234%
- Total Users
- +241%
- New Users
- +368%
- Keywords Ranking Page 1
- +247%
- Keywords in Top 3
- +178%
- High-Intent Page Conversions
- +432%
- Brownstone/Townhouse Traffic
Workstream results
Local SEO
Connect location visibility with the actions customers take.
- +216%
- Google Business Profile Views
- +139%
- Profile Calls
- +184%
- Showroom Direction Requests
- Top 3
- Map Pack Rankings (Home Remodeling NYC)
- +297%
- Showroom Page Traffic
Workstream results
Content Marketing
Help readers answer questions before the inquiry.
- +438%
- Blog Sessions
- +156%
- Content-Assisted Conversions
- +81%
- Average Time on Page
- +64%
- Pages Per Session
- +112
- Content-Driven Backlinks
- +71%
- Returning Visitor Rate
Workstream results
PPC Marketing
Read paid acquisition outcomes alongside the cost of reaching customers.
- +113%
- Impressions
- +186%
- Ad Clicks
- +52%
- Click-Through Rate
- +141%
- Conversions
- -24%
- Cost Per Click
- -47%
- Cost Per Qualified Consultation
- +88%
- Conversion Rate
- +126%
- Qualified Lead Rate
Workstream results
Paid Social Media
Bring project evidence into the customer’s consideration process.
- +524%
- Reach
- +287%
- Post Engagement
- -52%
- Cost Per Lead
- +118%
- Leads
- +341%
- Gallery-Driven Traffic
Workstream results
Web Design & CRO
Reduce friction between finding the business and getting in touch.
- +147%
- Consultation Form Completions
- +132%
- Mobile Conversion Rate
- +410%
- Project Gallery Engagement
- -43%
- Bounce Rate
- +94%
- Multi-Step Form Completion Rate
- +68%
- Average Project Value
The strategic takeaway
Lead quality needed to be visible before the consultation.
The engagement connected how people searched with the kind of project the firm wanted to win. Portfolio pages helped homeowners judge relevance, while the inquiry flow introduced scope and property type before the estimating conversation. Consultation growth and average project value tell different parts of that story. A larger inquiry count alone would not demonstrate that the pipeline had become a better fit.
How to read these results.
Exact baseline and comparison dates were not specified in the engagement summary. Figures reflect the full engagement described in the supplied case study. Channel measures can overlap and should not be added together. Percentage changes are relative changes, not percentage-point increases. Results vary by business and starting point.
Your next chapter
What would better-fit growth look like for your business?
Discuss Your Growth PrioritiesAnother business.
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