Rebuilding a seasonal business's lead engine without losing what Google already knew

The brief

The client wanted a complete multi-page site modelled on a competitor they admired: the layout, the lead forms, and an interactive way for homeowners to picture their own house lit up. Everything had to be built with native Elementor Pro components, so their team could manage it afterwards, and it had to be fast on mobile, because that is where their customers find them.

Protecting the old site first

Before designing anything, we set up a staging environment completely separate from the live site and blocked it from search engines, so it could never compete with the real domain. We took a full backup, and we captured 16 months of Search Console data: every page, every ranking. That record is what lets you compare the new site against the old one honestly at launch, rather than hoping nothing slipped.

The baseline surfaced a problem straight away. Only 15 of the site's 48 pages were indexed by Google, and several of the city pages the business relies on for local search were among those missing.

Design direction you can click, not a PDF

Instead of static mockups, we delivered the design direction as a live page the client could use on their phone. Two pieces of it worked for real:

• A day-to-night slider on a photograph of one of their own installs, for the home page.
• A before-and-after handle: unlit on one side, lit on the other. It answers the question every homeowner is really asking, without making them imagine it.

It also had a light and dark switch, and we asked for a decision on three specific points rather than "any feedback?". That turned design review into a short conversation instead of rounds of revisions.

What the site does

• Quote and lead forms built for mobile, with trust and insurance badges placed beside them and in a sticky footer.
• Financing shown on the higher-tier packages, where price is the main hesitation.
• A floating quick-action button for text, directions, reviews and social profiles.
• Sections for commercial clients, property types and sponsors, for the business side of their market.

Keeping search value intact

Three service pages no longer fitted the business's focus. Rather than deleting them, we retired each one with a permanent redirect to the main services page, so any traffic and search value they had carried across to the new site instead of being lost.

Results

• A complete, mobile-first site on native Elementor Pro the client's team can edit.
• An interactive "see your home lit" experience on the home page.
• Search history protected: retired pages redirected, and a 16-month baseline for comparing performance after launch.
• Indexing gaps on key city pages identified up front, rather than discovered later.

Client name and site withheld at our discretion. Details are taken from the project record.