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Trace Basements
Summary
Trace Basement Systems was struggling to rank for key terms related to their services. Their website wasn’t optimised for search engines, which meant they were missing out on potential customers actively searching for basement repair solutions. Visitors who did land on their site were leaving quickly. The website wasn’t engaging, and the user experience was poor, which hurt their chances of converting visitors into leads.
Even when visitors stayed on the site, few were filling out contact forms or calling for a consultation. The leads they were getting were often unqualified, which wasted their sales team’s time.
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Our services
SEO for the future
Future proof their business online for search
CRO for quality leads, not quantity
Tuning their sales funnel to generate higher quality leads
Website development
Website development & support in Webflow
Continuous optimisation and analysis
Working on monthly optimisation to keep Trace moving forward
Project details
Phase 1: Platform Overhaul
We took over Trace Basement Systems' outdated WordPress website, transitioning their content to a modern WordPress theme. This process included the addition of new photo assets and a fully responsive design to ensure an optimal user experience across all devices.
Phase 2: Marketing Analysis & SEO Strategy
Once we gained control of their content, we performed an in-depth analysis to identify Trace’s strengths and weaknesses in digital marketing. Our focus was to optimize the website to drive sales by leveraging SEO and social media strategies. We analysed existing keyword rankings and identified high-opportunity, business-driving keywords that were missing from their content. We then developed new, targeted content to capture these opportunities.
At this point, Trace Basement Systems was not ranking for many relevant, high-value keywords—especially long-tail keywords that could bring in highly targeted, intent-driven traffic.
Phase 3: Continuous Optimisation
Over the following year, we consistently refined the website, optimising both content and the user experience to attract better-qualified leads. Given the nature of the business—fixing damp basements and mouldy walls—we emphasised authenticity over aesthetics. We shared real-world images of their team in action, reinforcing buyer trust in the company’s hands-on expertise.
Additionally, we worked with Trace’s team to create engaging, personality-driven content for social media. This led to substantial growth in social followers, increased engagement (shares and likes), and heightened brand visibility.
Phase 4: Migration to Webflow
While WordPress served its purpose, we recognised that Webflow offered superior flexibility and control. We executed a large-scale migration of over 250 pages—seamlessly transitioning Trace’s services and blog content to a Webflow framework. This upgrade allowed for faster updates, more sophisticated design elements, and greater responsiveness.
Phase 5: AI-Driven Optimisation & Content Restructuring
With AI rapidly transforming the search landscape, it became crucial to adapt Trace’s content strategy. Much of the existing content was authored by in-house experts but was too conversational and lengthy for modern, generative search algorithms. We restructured and condensed the content, making it more accessible for AI-driven search engines while maintaining the expertise and authority of the original writing.
To complement this, we launched a new version of the website designed to:
- Target the right audiences for high-value projects
- Optimise for generative search by leveraging snippet-friendly content formats
- Improve conversion rates with enhanced CTAs and lead-qualifying forms
- Showcase exceptional case studies to build credibility and trust
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Results
The results were nothing short of impressive:
Increased Organic Traffic: Within six months, organic traffic to Trace Basement Systems' website increased by 150%. They started ranking on the first page for several high-intent keywords, bringing in a steady stream of potential customers.
Lower Bounce Rate: The improved UX led to a 35% reduction in bounce rate, indicating that visitors were more engaged and spending more time on the site.
Higher Conversion Rate: Conversion rates improved by 60%, with a significant increase in the number of qualified leads. The sales team reported that leads coming through the website were not only more plentiful but also more likely to result in a sale.
By leveraging a targeted SEO strategy and focused CRO efforts, Higher Ground transformed Trace Basement Systems' digital presence.
For businesses in competitive industries like home improvement, this case study demonstrates the importance of a well-rounded digital strategy. With the right expertise, even a small business can dominate its niche online and see substantial growth in revenue.
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We use User Experience (UX) design and Conversion Rate Optimisation to make sure your digital strategy focuses on what your customers care about most.
Call: 0161 706 1620
