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How Toronto Deck and Rail Generated $91,811 in Confirmed Revenue from Organic SEO in 6 Months

How we redesigned their website pages, optimized for SEO, and helped them go to #1 for “Deck Railing Toronto.”

 

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The SEO Problem

Toronto Deck and Rail, part of the Winnipeg Deck and Rail and Ottawa Deck and Rail family, has been delivering premium aluminum railing solutions since 2007. They’ve built a reputation for quality, affordability, and exceptional service, while being 40% cheaper than big box stores.

Before SEO, leads primarily came from referrals, seasonal demand, and occasional paid ads. While this generated business during peak months, it left them with inconsistent lead flow and little organic presence in the competitive Greater Toronto Area.

The old Toronto Deck and Rail website

Key challenges included:

  • Low Organic Visibility – Their website wasn’t ranking for high-intent local searches like "picket deck railing Toronto" or "frameless glass railing Toronto." This made them lose out on thousands of dollars in sales and installations every month.
  • Weak Content Targeting – Existing pages didn’t have enough SEO-focused content to capture high-converting traffic.
  • No Backlink Authority – They lacked local, relevant backlinks to compete with other railing suppliers and installers in the GTA. This prevented them from showing up on google high enough.
  • Service Page UX Issues – Pages lacked visual appeal and clear calls to action, making it harder to convert visitors into leads.

Toronto Deck and Rail team

Our Solution

1. Keyword Research and Competitive Analysis

  • We identified high-intent keywords across the Greater Toronto Area, covering specific product types (picket, glass, frameless) and service areas (Mississauga, Vaughan, Oakville, Milton, Burlington).

A sample of the Keyword database created for Toronto Deck and Rail that was reviewed and approved by the client.

  • We did this to identify exactly which pages needed to be created or optimized. This ensured the website would target the most profitable search terms in the Greater Toronto Area, attract qualified leads, and cover all relevant markets.

2. Content Optimization & UX Redesign

  • To quickly improve rankings and generate more leads, we expanded Toronto Deck and Rail’s existing website content and created new, optimized pages where needed.

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:

  • Added detailed product information and visuals to improve time on page.
  • We had to map out their services, and find the most appropriate way to display it through the menu.
  • Optimized H1 tags, URLs, and meta titles for local SEO.
  • Added targeted content into an FAQ section so we could rank for additional search queries without disrupting the main page layout or overwhelming visitors.

An example of a new service page we created that matched the look and feel of Toronto Deck and Rail’s existing service pages.

3. Backlink Acquisition

  • We built a mix of Canadian local backlinks and high-authority, high-traffic niche backlinks. Each backlink was placed on relevant, topic-specific pages to maximize SEO impact and drive targeted referral traffic.
  • This strengthened the site's domain authority, which signalled to search engines that the website is a trusted source.

4. Tracking & Lead Attribution

  • We implemented tracking for form submissions, call clicks, and quote requests, ensuring every organic lead could be directly tied back to SEO efforts. This was done to track the exact ROI of this SEO campaign.

Our Results

In just 6 months of SEO, we achieved:

  • $91,811 in confirmed revenue from organic SEO leads within 6 months — with growth expected to continue even without ongoing SEO investment.
  • Return on SEO Investment: $20,340 total spend → $4.5X ROI within 6 months.
  • Leads began increasing steadily after the 3rd month, with peak results by month 6.
  • Consistent Lead Flow: Peak season saw ~70 leads/month in Salesforce, with ~90% converting to opportunities.

#1 for “Picket Deck Railing Toronto” and top 3 for multiple high-value terms like “Glass Deck Railing Toronto” and “Frameless Glass Deck Railing Toronto”

  • Expanded Geographic Reach: Now ranking and generating leads from Mississauga, Vaughan, Oakville, Milton, and Burlington searches.

Key Takeaway

  • By combining strategic keyword targeting, high-quality backlinks, and a redesigned user experience, Toronto Deck and Rail transformed from low organic visibility to generating nearly six figures in confirmed revenue—purely from SEO—in less than half a year.