Remodeler SEO Case Study: Number One in the Louisville Map Pack
Base Basements is an owner-operated basement remodeling company in Louisville. Before the rebuild they were not showing in the map pack at all. Now they sit at number one for the two searches that matter most to them, and the new site brought in two leads in its first two weeks.
Where they started
Harrison runs Base Basements himself, and that is the whole reason people hire him over a bigger outfit. You deal with the owner from the quote to the last coat of paint. The old site did not say any of that. It opened on a slogan, the navigation was Home, About, Gallery and Contact, and nothing on it named a single service or a single neighborhood.
So there was nothing for Google to rank. Someone searching for basement finishing in St. Matthews had no page to land on, because no such page existed. When we checked the map pack for basement remodeling in Louisville, Base Basements did not appear in it at all.
Hover either window to scroll the full page.
What we built
We rebuilt the site around the thing that actually wins the job. The homepage now leads with owner-operated, says plainly that you get one point of contact and a free line-item quote, and puts photographs of finished basements where the slogan used to be.
Underneath that it went from a handful of pages to twenty five. Every service they offer got its own page, so framing, drywall, carpentry, flooring, lighting and painting each have somewhere to rank instead of sharing one services page. Every area they work in got its own page too, covering St. Matthews, the Highlands, Prospect, Anchorage, Germantown, Jeffersontown and Middletown.
That split is the part people skip. Somebody typing basement framing in Louisville and somebody typing basement finishing in St. Matthews are two different customers asking two different questions, and one page trying to catch both ends up catching neither.
Then we wrote four guides for the people who are not ready to call yet. What it actually costs to finish a basement in Louisville, whether LVP or carpet holds up better down there, which finished basement ideas come back at resale, and what order the work goes in. Those bring people in early and link down to the pages that book the job. It is the same routine we lay out in our guide on how to get more organic leads for your Kentucky home services business.
Every page carries typed schema, so Google reads the site as a real local business with an address and a set of real answers rather than as text on a screen. The questions on the homepage are marked up as an FAQ, which lets those answers show up directly in search results.
The results
The map pack
Before the rebuild, Base Basements did not show up in the map results for the searches that bring in basement work. They now rank number one for basement remodeling in Louisville and number one for basement finishing in Louisville. Those are the two searches with the most intent behind them in this trade, and the map pack is the block of three businesses that sits above everything else on the page.
Rankings checked by hand in Google. Map pack results move with where the person searching is standing, so this is what we see for Louisville searches, not a guaranteed position for everyone everywhere.
Leads
The site brought in two leads in its first two weeks. For a basement remodel, where a single finished basement is a substantial job, two leads inside two weeks is the site paying for itself early.
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