How a complete website redesign and strategic local SEO helped Arizona's premier artificial turf cleaning company achieve 50% user growth and dominate search across multiple markets.
Home ServicesLocal SEOWebsite RedesignCRO
Campaign Brief
Client Industry
Home Services / Specialty Artificial Turf Installation
Company Type
Local/regional SMB serving Arizona and Las Vegas markets
Core Challenge
Slow website, static unscalable pages, minimal local visibility, and no conversion tracking – competing against larger home services brands
Approach Used
Full website redesign combined with local SEO strategy – dynamic templating, page speed optimization, local content development, and analytics automation
Key Outcomes
+50% total users YoY (49,500 vs. 32,900 prior year)
+36.9% organic sessions (28,800 monthly)
+9,786% homepage impressions (1.6M from near zero)
Dirty Turf specializes in artificial turf cleaning for residential and commercial properties across Arizona, with auxiliary service in Las Vegas. Their focus on pet turf maintenance serves a growing market of homeowners seeking professional cleaning solutions.
01
The Challenge
Despite serving a growing market, Dirty Turf's online presence wasn't capturing the demand. Their website was slow, unoptimized, and impossible to scale.
🐌
Crippling Page Speed
Massive unoptimized images and videos resulted in 8+ second load times, driving away mobile users who make up the majority of local searches.
📄
Static, Unscalable Pages
Every service area and city page was manually created as a static page, making it impossible to expand into new markets efficiently.
📍
Limited Local Visibility
Competitors were outranking Dirty Turf for critical "turf cleaning near me" searches across their primary Arizona markets.
📊
No Conversion Tracking
Without proper analytics and attribution, it was impossible to know which marketing efforts were actually driving quote requests.
02
Website Redesign
Launched December 3, 2025
We didn't just optimize – we rebuilt from the ground up with performance, scalability, and conversion at the core.
Page Speed Transformation
Core Web Vitals
Page Load Time8.2s
Largest Contentful Paint6.4s
Total Page Size12.8 MB
Mobile Score23/100
Enterprise Template Architecture
Converted static pages into a dynamic, templated system that enables rapid scaling of service areas and geo-targeted content.
Deploy new city pages in minutes, not hours
Consistent SEO structure across all pages
Dynamic schema markup for local SEO
Enterprise-grade content management
Custom-Built Features
🎨Interactive Quote Builder
📍Service Area Finder
📅Smart Scheduling Widget
⭐Review Integration
03
Local SEO Domination
Strategic local SEO that captured both high-intent service queries and top-of-funnel informational searches.
Multi-Market Visibility
Arizona Markets
Las Vegas (Auxiliary)
🔍
Non-Brand Query Growth
"turf cleaning company"+2,575%
"turf cleaning"+2,039%
"turf cleaning near me"+1,039%
📚
Informational Content Win
"Why Does My Dog's Urine Smell on Artificial Turf?"
687K Impressions+24,024%
Top-of-funnel content that captures pet owners actively seeking solutions.
04
Conversion Optimization & Automation
Beyond driving traffic – we built systems to convert visitors into customers and recover leads that would otherwise be lost.
🧪
A/B Testing Program
Continuous testing of CTAs, forms, and page layouts
Data-driven decisions on design elements
Conversion rate improvements tracked weekly
Mobile-first testing priority
🤖
AI Automation
Automated lead qualification and routing
Smart follow-up sequences based on behavior
Dynamic content personalization
Chatbot for instant quote estimates
📊
Tracking & Attribution
Full GA4 implementation with enhanced e-commerce
Call tracking with keyword-level attribution
Form submission tracking across all touchpoints
Custom dashboards for marketing ROI
Abandoned Lead Recovery System
Our most innovative feature: a direct mail automation that turns abandoned quote forms into booked cleanings.
📝
Lead Starts Quote
⏸️
Lead Abandons
🤖
AI Triggers Direct Mail
📬
Direct Mail in 2 Days
🎯
First Cleaning Discount
📬
Direct Mail Integration
Automated direct mail dispatch within hours of abandonment
⚡
2-Day Delivery
Physical mailer arrives while the intent is still fresh
🎁
First Cleaning Discount
Personalized offer code to incentivize conversion
05
The Results
15 months of strategic SEO combined with a conversion-focused redesign delivered transformative results.
Traffic & Visibility
+50%Total Users
+45.6%New Users
+50.5%Sessions
Organic Performance
+36.9%Organic Sessions
+27.9%Organic New Users
43%Traffic from Organic
Engagement & Conversion
+62.7%Click Events
+38.6%Total Events
+35.4%Pageviews
"The new website gave us a platform we can actually scale. Before, adding a new service area meant hours of manual work – now it's minutes. The automated direct mail system for abandoned leads was something we never would have thought of, and it's become a serious revenue driver. Keith brought both the technical chops to build it and the strategic vision to make it convert."
Michael LevyVP of Performance Marketing, Dirty Turf
Ready for Results Like These?
Whether you need local SEO domination, a conversion-focused website, or both – let's discuss what's possible for your business.
