Client: Winterstone LLC (opens in new tab)
Ongoing Marketing Strategy: SEO, Local SEO, PPC, CRO
Industry: Snow Removal, Excavation, Mowing, Commercial Lot Sweeping, & Sinkhole Repair
INSERT John's Awesome Google Review of Wes Web
Wes Web Google Review
- Jonathan Wise, Founder and President of Winterstone, LLC
Before Working With Wes Web
When Winterstone partnered with Wes Web, they had recently launched a new website but lacked the digital marketing foundation needed to generate consistent online leads. While Winterstone built a strong reputation through quality work and referrals, it still needed to optimize its website to attract customers through search engines.
General Online Presence Overview
Winterstone had limited visibility in Google Search and was difficult for potential customers to find online. The website contained minimal content and only a handful of service pages. In addition, two competing Google Business Profiles created inconsistencies in their local search presence.
Monthly Organic Traffic
Winterstone averaged approximately 20–30 organic website visitors per month, limiting its ability to generate qualified leads through search engines.
Monthly Organic Leads
Before partnering with Wes Web, Winterstone generated little to no consistent organic leads, relying primarily on referrals, repeat customers, and seasonal demand.
Website Content & User Experience
The original website contained very little service-specific content, making it difficult for Google to understand Winterstone's expertise. Important services were buried within the navigation, calls-to-action were limited, and visitors had few clear paths to request a quote or contact the company.
AFTER ONGOING SEO, LOCAL SEO & PPC
By implementing a long-term digital marketing strategy centered around Search Engine Optimization (SEO), Local SEO, Google Ads, and Conversion Rate Optimization (CRO), Wes Web transformed Winterstone's website into a reliable lead-generation engine. Instead of relying solely on seasonal referrals, Winterstone now consistently attracts qualified commercial customers through multiple digital marketing channels.
General Online Presence Overview
Winterstone now ranks for branded searches and high-intent commercial keywords related to excavation, snow removal, sinkhole repair, brush clearing, drainage, and other core services. Their website has become a valuable marketing asset that supports lead generation throughout the year instead of only during peak seasons.
Monthly Organic Traffic
Monthly organic traffic increased to 90–100 organic users, with 114 organic users recorded in June 2026 alone. At the same time, overall website traffic grew from 41 monthly users to 418 monthly users, representing a 920% year-over-year increase.
Monthly Organic Leads
Winterstone now consistently generates 5–10 qualified organic leads per month, contributing to 34 total leads in 2025 and 32 additional leads in just the first half of 2026. The website has evolved into a dependable source of commercial inquiries year-round.
Search Visibility & Content Growth
Wes Web expanded Winterstone's website with optimized service pages, stronger website architecture, and keyword-focused content tailored to its commercial services. Combined with Local SEO and Google Ads, this strategy has increased visibility for high-intent searches while creating a scalable foundation for continued organic growth.
Timeline Of Our SEO Work With Winterstone
Expanding Winterstone's Website & Service Pages
Once the website's technical foundation was established, our next priority was expanding Winterstone's online presence with content built around the services their commercial customers were actively searching for.
Instead of relying on a handful of general service pages, we developed detailed content covering Winterstone's core commercial property services, including excavation, sinkhole repair, drainage and grading, brush clearing, commercial lot sweeping, snow removal, and mowing services.
Our content strategy focused on helping search engines better understand Winterstone's expertise while making it easier for potential customers to find exactly the service they needed.
This phase included:
- Expanding service-specific landing pages
- Writing SEO-optimized content around Winterstone's highest-value services
- Improving internal linking between related services
- Creating a clearer navigation structure
- Optimizing metadata and page structure
- Building a stronger content foundation for long-term organic growth
As more service pages were published, Winterstone began attracting visitors searching for the exact commercial services they provide.
Combining SEO, Local SEO & Google Ads
Rather than depending on a single marketing channel, Wes Web implemented a strategy where multiple digital marketing efforts worked together.
While our SEO campaign focused on building long-term visibility in search engines, Google Ads generated immediate commercial opportunities by targeting high-intent searches within Winterstone's service area.
At the same time, Local SEO improvements strengthened Winterstone's visibility in local search results and improved brand recognition across Google.
This multi-channel strategy created three independent sources of qualified traffic:
- Organic Search
- Google Ads
- Direct Traffic from increased brand awareness
By June 2026, Winterstone's website traffic consisted of:
- 47.2% Direct Traffic
- 30.7% Paid Search
- 21% Organic Search
Rather than relying on one source for growth, Winterstone developed a balanced digital marketing system capable of generating leads throughout the year.
"Quote about Winterstone"
-Wesley Gehman, Founder of Wes Web
Get A Proposal!
Key Takeaways for Commercial Service Companies
1. SEO Is a Long-Term Investment That Compounds Over Time
Building authority in search engines takes consistent effort. Winterstone's strongest growth came after establishing a solid technical foundation and expanding its content strategy.
2. Google Ads Can Generate Immediate Leads While SEO Builds Momentum
A balanced strategy combines short-term lead generation through PPC with long-term organic growth through SEO.
3. Detailed Service Pages Attract Qualified Customers
Comprehensive, service-specific content helps search engines understand what your business offers while matching high-intent customer searches.
4. Local SEO Is Essential for Service-Based Businesses
Optimizing your Google Business Profile, local signals, and service pages helps customers find your business when searching for nearby services.
5. Conversion Rate Optimization Turns Traffic Into Leads
Website traffic only creates value when visitors take action. Clear navigation, strong calls-to-action, and easy-to-use contact forms improve lead generation.
6. Data Should Drive Every Marketing Decision
Analytics, Search Console, and advertising data reveal which services, keywords, and campaigns produce the highest-quality leads.
7. Multiple Marketing Channels Produce Better Results
Winterstone's success came from combining SEO, Local SEO, Google Ads, and CRO into one coordinated strategy rather than relying on a single traffic source.
8. Focus on Qualified Leads, Not Just Website Traffic
More traffic is valuable only if it attracts the right customers. Winterstone's strategy prioritized commercial property owners actively searching for their services.
9. Strong Website Foundations Support Future Growth
Technical SEO, organized site architecture, and scalable content make future expansion faster and more effective.
10. Sustainable Marketing Creates Long-Term Business Growth
The goal wasn't simply to improve rankings—it was to build a predictable lead generation system that continues delivering qualified commercial opportunities throughout the year.
Get To Know Wes
Meet Wes, the founder of Wes Web. Wes is passionate about marketing strategy and communicating marketing in a way that anyone can understand. Ranking online is competitive and it can only be achieved through hard work, and a strategy built on experience and data.
Work Hard. Market Well.
Contact Wes Web For Your Commercial Property Maintenance Company's Marketing
We provide digital marketing services like search engine optimization services, pay-per-click advertising, and commercial property maintenance website design.
Contact us to learn more!
Subscribe
Subscribe so you can stay informed on all of our activities, marketing news, or future deals.