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How Capital Homes Got a 30X Return from 5 Months of SEO

How we optimized their website, targeted high-value local keywords, and generated 40+ qualified renovation leads
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The SEO Problem

Capital Homes, a home renovation company in Ottawa with over 15 years of experience and 5,000 completed projects, faced challenges in generating consistent leads online. Despite a strong reputation, they struggled to rank for their main keyword, “Ottawa home renovation.”
Capital Homes Team

Key challenges included:

  • Low Organic Visibility – Their website was not ranking for high-value keywords like "Ottawa home renovation," preventing them from reaching qualified leads.
  • Engagement Issues – The homepage had an ineffective pop-up that appeared as soon as the site loaded. This immediate pop-up slowed the website down and was possibly a reason for lower user engagement.
  • Google Business Profile – The absence of an address on their Google Business Profile was harming their local SEO performance. We assisted them in getting their profile verified.
  • Content Gaps – The website's content was not fully optimized to capture relevant search traffic, which limited its ability to rank for valuable local searches.

Our Solution

1. Keyword Research & Strategy

  • We found the best Ottawa keywords for renovations—like kitchens, basements, bathrooms—and for local areas, such as ‘Kitchen Renovation Orleans'.

A sample of the Keyword database created for Capital Homes that was reviewed and approved by the client.

  • This allowed us to optimize the website for the most relevant and profitable search terms, attracting qualified leads across Ottawa.

2. Technical SEO Audit & Fixes

  • We completed a technical SEO audit to identify and resolve critical issues, including crawling errors, site speed issues, and mobile usability problems.

A sample of the website technical issues found and addressed.

  • These foundational improvements ensured the site was optimized for search engine visibility.

3. UX Redesign & Content Optimization

To improve rankings and lead generation, we:
  • Optimized existing content and created new service pages targeting specific renovation types and service areas.
  • Added targeted content in an FAQ section to capture additional search queries and improve site rankings
Before Optimization: The page had a low content score due to limited and incomplete content

After Optimization: Expanded and improved content increased the page’s SEO score. We redesigned and expanded the core service pages to improve both SEO and user experience.

  • Internally linked location-specific pages through a 'Service Areas' section.

A sample of the service area pages we created, and how we displayed them on the website.

  • Updated titles, meta descriptions, and H1 tags across the site for better local SEO.
  • Removed the ineffective pop-up on the homepage, which was slowing down load times and negatively impacting user engagement.
  • Introduced a gallery section on the renovation service pages to showcase Capital Homes' projects and attract potential clients.

A sample of the gallery section we implemented across the website.

4. Backlink Strategy

An example of a high-quality backlink we acquired

  • We built a blend of high-quality local backlinks and niche backlinks to strengthen the site’s domain authority. Here’s an example of a local, relevant backlink we secured that points directly to Capital Homes’ website
  • These links helped drive targeted referral traffic and boosted rankings.

5. Lead Tracking & Attribution

  • We tracked all form submissions and calls as well as the source of the lead.
  • This allowed us to attribute every lead to our SEO efforts and accurately measure the ROI from the campaign.

Sample form submissions from SEO collected through the website

Our Results

In just 5 months of SEO efforts, we achieved:
  • Ranked 2nd for “Ottawa home renovation” on Google.
  • 41 lead form submissions, with 11 converting into on-site estimates.
  • 3 major renovation projects closed, all of which were significant revenue-generating jobs.
  • 30x ROI from 5 Months of SEO

After Optimization: Local keyword rankings

2nd position for “Home Renovation Ottawa” and 1st page of Google for multiple high-value location terms like “Home Renovation Alta Vista” and “Exterior Renovation Ottawa”

Key Highlights:

  • Consistent Lead Flow: Leads steadily increased after month 3, with a peak in conversions by month 5.
  • Geographic Reach Expansion: Capital Homes now ranks for renovation-related searches in key Ottawa areas, including Alta Vista, Barrhaven, Glebe, and Manotick.
These two graphs illustrate the rise in clicks to Capital Homes, as well as the increased visibility of the website on Google.

Key Takeaway

  • By combining strategic keyword targeting, high-quality local backlinks, and a redesigned user experience, Capital Homes improved from low organic visibility to ranking on the first page of Google. This led to a significant increase in leads and revenue, achieving a 30x ROI in just 5 months. This case study demonstrates the power of a well-executed SEO strategy to generate qualified leads.