WebCitz started working with this client in 2022
- Client: Toscan Construction
- Platform: WordPress
- Industry: Construction / Real Estate
- Services: Digital Marketing, Maintenance / Support, Web Development
In a fiercely competitive Wisconsin construction market, Toscan Construction needed a website that would not only showcase their craftsmanship but also secure long-term dominance in local search results. This case study explores how a strategic website launch and targeted SEO campaigns delivered enduring lead generation and search visibility, even beyond the busiest seasons.
The Challenge
The construction industry in Southeastern Wisconsin is highly competitive, especially during the peak roofing and siding seasons. Their challenges included:
- Establishing Local Authority: As a quality-focused contractor, they needed to rank for high-intent keywords like “roofing contractors Waukesha” and “siding repair Brookfield.”
- Visual Credibility: Construction is a visual business. They needed a site that showcased their craftsmanship through high-resolution galleries and project spotlights.
- Seasonal Lead Flow: They needed to maximize their visibility during the spring and summer months when homeowners are most active in looking for exterior work.
The WebCitz Solution
We implemented a “Build and Boost” strategy that focused on creating an authoritative platform and then aggressively pushing it to the top of the search results:
- 2022 Website Launch: We built a modern, custom WordPress site designed to convert. We prioritized mobile responsiveness (crucial for homeowners checking a contractor while looking at their roof) and implemented clear “Request a Quote” pathways.
- Strategic Seasonal SEO: For several years, we executed high-impact SEO sprints during the busy seasons. Our work included:
- On-Page Optimization: Crafting service-specific pages for roofing, siding, and windows that were optimized for local search intent.
- Local Citation Management: Ensuring their presence on Google Business Profile, Yelp, and industry directories was perfectly synced and authoritative.
- Content Authority: Building out pages that answered common homeowner questions, establishing Toscan as a knowledgeable expert in the field.
- Proactive Maintenance & Updates: While the intensive SEO sprints have concluded, we continue to manage the technical health of the site. This includes proactive WordPress core updates, security monitoring, and theme maintenance to ensure the site remains fast and secure.
- Lead Generation Architecture: We designed the site to act as a 24/7 salesperson, ensuring that the good search rankings translate into actual phone calls and form submissions for the Toscan team.
The Result
The most impressive outcome of this partnership is the SEO longevity. Because of the high-quality, authoritative foundation built during our initial sprints, Toscan Construction continues to enjoy dominant local search placements to this day. Our work created enough “search equity” that they no longer require active monthly SEO to maintain their leads. Today, we focus on keeping their digital storefront in peak condition through routine maintenance, allowing them to focus on building and renovating homes across Wisconsin.
