Residential customers
Service and borough destinations supported immediate local needs and a shorter inquiry path.
Handyman Services, Furniture Assembly & Enterprise FF&E Logistics · Client story
Two audiences. Two clearer paths to growth.
Setup NYC
A homeowner booking furniture assembly and a facilities team sourcing enterprise logistics needed different answers. Setup NYC’s growth strategy gave each audience its own route through the website.
- +286%
- Organic Traffic
- +163%
- Enterprise Inquiries
- +122%
- Residential Bookings
- -39%
- Cost Per Acquisition
Reported engagement results
The starting point
What stood between the business and its next customer?
MarketNew York, NY (800 3rd Ave, Manhattan) · serving NYC & NJ
Visit the client websiteSetup NYC engaged us with an unusual challenge: two businesses, two completely different buyers, and one website trying to speak to both.
Setup NYC runs a residential handyman and furniture assembly operation. IKEA assembly, TV mounting, painting, flooring, plumbing, electrical. alongside a full enterprise services division covering corporate relocation, FF&E logistics, warehousing, white glove delivery, store fixtures, merchandising, new product rollouts and decommissioning. The enterprise side works with brands including Amazon, CB2, Wayfair and W.B. Mason. Twenty years in business, 500 skilled workers, licensed electricians on staff.
A homeowner searching "IKEA assembly near me" and a facilities director sourcing a national product rollout partner share nothing. not intent, not vocabulary, not sales cycle, not decision timeline. The site's homepage led with handyman services, which meant the enterprise division, carrying far higher contract values, was largely invisible to the buyers who could commission it.
We separated the two funnels, built out the enterprise service architecture from scratch, and scaled residential capture across the full NYC and NJ service area.
A connected engagement
The expertise behind the work.
The customer journey
Three decisions.
A more useful path forward.
Enterprise procurement
Dedicated capabilities pages made relocation, FF&E logistics, and rollout services easier to evaluate.
Specialist electrical work
A separate service structure brought an existing capability out of the submenu and into the buying journey.
Strategy into delivery
Separating the Enterprise and Residential Funnels
We built parallel site architectures with separate navigation, messaging, proof and conversion paths.
A dedicated enterprise hub covering relocation, FF&E logistics, warehousing, white glove delivery, merchandising, fixtures and rollouts
B2B proof surfaced for enterprise buyers. the Amazon, CB2, Wayfair and W.B. Mason relationships, scale metrics and insurance coverage
A residential hub organized by service and borough for local intent capture
Separate conversion paths: RFP and capabilities inquiry for enterprise, instant quote for residential
Service, LocalBusiness and Organization schema mapped to both funnels
Enterprise page traffic rose 521% from a near-zero baseline.
Strategy into delivery
Building Out the Service and Geography Matrix
Setup NYC offers dozens of distinct services across five boroughs and New Jersey. We built a structured matrix of service pages crossed with location pages, each with genuinely specific copy rather than templated city swaps, and connected them with a deliberate internal linking structure.
New Jersey traffic rose 318% in a market the company was already serving but barely appeared in.
Strategy into delivery
Capturing the Electrical Division
The licensed electrical contracting division. residential and commercial, covering EV chargers, panel installation, fire alarms, warehouse lighting and troubleshooting. was buried in a submenu despite being higher-margin and higher-barrier than general handyman work. We gave it dedicated service architecture and its own paid search track.
EV and Tesla charger installation became one of the fastest-growing segments in the account.
Strategy into delivery
Segmented Paid Search
Campaigns were split by funnel, with enterprise running as a separate track on longer attribution windows and different creative. Segmenting bids, budgets and landing pages by buyer type cut blended cost per acquisition 39% while lifting enterprise campaign ROAS 247%.
Strategy into delivery
Conversion Optimization for Two Audiences
Residential visitors got a fast mobile path. click-to-call prominence, a four-field quote form, upfront pricing transparency. Enterprise visitors got a capabilities-led path with case proof, scale indicators and an RFP submission flow built for a procurement process rather than an impulse booking.
Mobile conversion rate rose 151% on the residential side while enterprise RFP submissions grew 163%.
Search intent
The questions behind the demand.
FF&E logistics NYC
corporate relocation services New York
white glove delivery NYC
store fixture installation
new product rollout services
office decommissioning NYC
IKEA furniture assembly Brooklyn
TV wall mounting NYC
handyman Queens
EV charger installation NYC
Murphy bed installation
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.
- +259%
- Total Traffic
- +286%
- Organic Traffic
- +271%
- Total Users
- +279%
- New Users
- +403%
- Keywords Ranking Page 1
- +281%
- Keywords in Top 3
- +521%
- Enterprise Page Traffic
- +318%
- New Jersey Traffic
Workstream results
Local SEO
Connect location visibility with the actions customers take.
- +234%
- Google Business Profile Views
- +157%
- Profile Calls
- +88%
- Direction Requests
- Top 3
- Map Pack Rankings (Handyman NYC)
- +367%
- Borough Landing Page Traffic
Workstream results
Content Marketing
Help readers answer questions before the inquiry.
- +452%
- Blog Sessions
- +148%
- Content-Assisted Conversions
- +69%
- Average Time on Page
- +57%
- Pages Per Session
- +103
- Content-Driven Backlinks
Workstream results
PPC Marketing
Read paid acquisition outcomes alongside the cost of reaching customers.
- +127%
- Impressions
- +211%
- Ad Clicks
- +63%
- Click-Through Rate
- +174%
- Conversions
- -26%
- Cost Per Click
- -39%
- Cost Per Acquisition
- +96%
- Conversion Rate
- +247%
- Enterprise Campaign ROAS
Workstream results
Web Design & CRO
Reduce friction between finding the business and getting in touch.
- +138%
- Quote Form Completions
- +151%
- Mobile Conversion Rate
- -57% load time
- Site Speed (LCP)
- -44%
- Bounce Rate
- +192%
- Click-to-Call Actions
- +163%
- Enterprise RFP Submissions
The strategic takeaway
One website could serve both audiences without using one sales pitch.
The strategic change was to separate the decisions visitors were trying to make. Residential customers needed a quick service and quote path. Enterprise buyers needed capabilities, scale, proof, and an RFP route. The results therefore need two outcome measures: residential bookings and enterprise inquiries. Combining them into a single lead total would hide the contribution of each funnel.
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.
Another useful lesson.
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