Valley Demolition's site was working. The data showed how to get more from it.

Anthony Gold owns Valley Demolition and Wrecking in Phoenix. His crews do everything from kitchen tear-outs to whole buildings. We rebuilt his website, and then his numbers told us what to build next.

A site that looks like the company he runs

His old site came from a vendor in Turkey, 10 hours ahead of Arizona, and he was never happy with it. The logo on the excavator looked like somebody had dropped it on a stock photo. Nobody had thought about the site as a whole.

The new design puts what a customer wants to know right at the top: licensed, bonded and insured, 30+ years in the business, his Google reviews, his phone number and a free estimate button. We built it the way Anthony wanted it.

Looking better proves nothing by itself, so we measured it. We ran the same speed test on the old site on January 14 and on the current site on November 9.

Speed and accessibility are scored out of 100. Load time is how long someone waits before the main part of the page shows up.

On a phone, that wait went from 7.1 seconds to 2.7, more than twice as fast. On a computer it's four times as fast, and the desktop speed score is now a perfect 100.

Counting the leads

Every request through the site gets logged. Anthony used to get nothing from the old website. Now he's getting multiple a week.

"I have been getting way more website submissions," Anthony said.

He used to dread them. Not anymore: "I used to hate them, but I'm starting to like them. They give me a chance to see what people are looking for."

Where the data said we could do better

The site was doing its job. A good share of the people who reached it were asking for estimates, and the home page stayed as it was.

The data showed where we could do better, and it came from how people search and what Google shows them. People look for one service at a time, and Google wants to send them to a page about that service.

Over three months, Google showed the site tens of thousands of times and very few people clicked. "Demolition services" alone came up thousands of times without a single click. With one page covering everything, the site sat around page 3 of the results.

So we kept what was working and added to it.

Anthony didn't have to ask

We took that to him in two pages: what the site did last month, where it could do more and what to add. Build a page for each service Anthony already sells, so Google has the right page to show for each search.

We didn't guess which pages to build. The searches were already in his data: residential demolition, commercial demolition contractors, house demolition contractors.

Anthony said yes, and said he didn't want to be pulled into it. Four pages went live on November 9:

• Residential demolition
• Commercial demolition
• Full-scale demolition
• Flooring removal

What he didn't have to do

Anthony runs crews all day. He shouldn't have to write web pages or learn Search Console, so we handled all of it:

• Wrote all four pages from his existing site, his Instagram and his Google reviews.
• Pulled photos of real jobs from his Instagram and Google listing.
• Matched his Google reviews to the right service.
• Submitted every new page to Google.
• Set up tracking for which page each lead came from and for taps on his phone number.
• Updated the site's software for security, without him having to think about it.

He looked over the pages and said yes. When he asked for social icons and a mobile fix in September, both were done the same day. If he needs something, he calls us.

One email a month

Anthony now gets a short report by email. It covers how often Google showed the site, how many people clicked, how many asked for a quote and what we changed.

See the site at valleydemolition.com.

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