Lance started working with Cloudline Media in September 2025 when we built and began managing a new website for his renovation business in South Wales.
The website started doing its job quickly. It gave Lance a professional place to showcase completed work, added credibility when prospects researched the business and created a clear route for enquiries from social media, referrals and Google.
By March 2026, the website was already generating leads.
That is when we added focused SEO.
Rather than starting from nothing, the objective was to take a website that already converted visitors and build a much stronger organic search channel around it.
The Website Was Already Generating Enquiries
Before SEO began, the website had already recorded 15 genuine lead-form enquiries in the available data.
The website had already proven it could convert visitors into enquiries.
The SEO project was about getting it in front of more people actively searching for renovation services.
What We Changed
The website originally launched with the core structure Lance needed to establish his business online.
SEO allowed us to expand that considerably.
Work has included:
- Expanding and improving service and subservice pages
- Advanced schema implementation
- Creating project case studies from completed work
- Building a stronger internal linking structure
- Local and service-focused content optimisation
- Image optimisation and descriptive file naming
- Page speed improvements
- 404 monitoring and redirect management
- GA4 tracking
- Ongoing keyword tracking
- Continued technical SEO improvements
The website now has much stronger coverage around the services Lance actually wants enquiries for, including bathrooms, kitchens, extensions, garage conversions, full-house renovations and structural alterations.
The case studies play an important role too.
They allow potential customers to see real examples of Lance’s work while giving Google more context around the services provided, completed projects and locations served.
A Strategy We Changed Along the Way
Not every part of the SEO strategy worked exactly as we expected from day one.
During the first few months, much of our local targeting was built around wider areas such as the Vale of Glamorgan.
After monitoring the search data and rankings, we found that this broader county-level targeting was not gaining traction as effectively as we wanted.
So we changed the strategy.
Rather than continuing to push the same approach, we began focusing more heavily on individual towns and cities, building stronger relevance around locations such as Barry and the specific services people were searching for there.
This gave us more focused combinations such as:
- Bathroom fitters Barry
- Kitchen fitters Barry
- House extensions Barry
- Garage conversions Barry
- Renovation services in specific surrounding towns
The change gave us much clearer local targeting and allowed us to optimise around more specific service-and-location searches rather than relying on one broad geographic area.
It was an important lesson from the project and has since influenced how we approach local SEO campaigns for other service businesses.
SEO is rarely a case of setting a strategy once and leaving it untouched.
The data tells you what is working, and the strategy has to adapt with it.
Search Visibility Increased More Than 5x
Because SEO started in March 2026, we can compare the final 90 days before SEO with the latest 90-day period available.
Final 90 days before SEO
- 1,095 Google Search impressions
- 49 organic clicks
Latest 90 days
- 5,532 Google Search impressions
- 89 organic clicks
That represents approximately:
- 405% growth in search impressions
- 82% growth in organic clicks
The website is now generating more than five times the Google Search visibility it was immediately before SEO began.
That visibility is also appearing around commercially relevant searches connected to:
- Bathroom fitters in Barry
- Kitchen fitters in Barry
- Garage conversions
- House extensions
- Home renovations
- House renovations
- Local bathroom refurbishment
- Local kitchen refurbishment
There is still plenty of room to improve many of these positions, which is why the SEO work continues.
The important part is that the website is being discovered for a broader range of services instead of relying primarily on social media, referrals or people already familiar with Lance.
30 Genuine Enquiries During the SEO Period
The website lead-form data also gives us a useful picture of the commercial activity happening alongside the search growth.
Before SEO began, the available data contains 15 genuine customer enquiries.
Since SEO started in March 2026, the website has recorded a further 30 genuine lead-form enquiries after obvious spam and supplier solicitations are removed.
We cannot claim that all 30 came directly from organic search. Customers may have originally discovered Lance through social media, referrals, Google Business Profile or another route.
But they demonstrate that the website has continued converting visitors into genuine opportunities while its organic visibility has grown.
The enquiries include:
- Bathroom renovations and refurbishments
- Full-house renovations
- Home extensions
- Kitchen fitting and upgrades
- Structural alterations
- A garage conversion
- A house conversion
- Plastering and other renovation work
Across the complete available dataset, there have been 23 bathroom-related enquiries and 6 enquiries specifically for full-house renovations.
Some involve substantial projects such as complete property renovations, extensions, structural changes and multi-room refurbishments.
These figures only include enquiries submitted through the website form.
They do not include direct emails, telephone calls or other contact routes.
Stronger Local Search Visibility
We have also continued supporting Lance’s Google Business Profile alongside the website.
Between May and September 2026, the profile recorded:
- 333 interactions
- 782 profile views
- 71 website clicks
Compared with the previous comparable period:
- interactions increased 27.1%
- profile views increased 29.7%
The website and Google Business Profile work together to give people searching locally another route into the business.
Estimated Commercial Value
We do not have confirmed conversion data from Lance, so we cannot claim an exact return on investment.
We can, however, put the volume and type of enquiries into commercial context.
During the SEO period
Since SEO began in March 2026, the website has recorded approximately 30 genuine lead-form enquiries.
Using a conservative 20% lead-to-customer assumption would equate to approximately six projects.
The enquiries range from bathroom refurbishments through to extensions, structural work and complete property renovations.
Using a deliberately cautious blended project value of £7,500 to £20,000, this represents approximately:
£45,000 to £120,000 in estimated commercial opportunity during the SEO period
This does not mean SEO directly generated £45,000 to £120,000 in revenue.
It represents the potential project value behind the genuine website enquiries recorded while the SEO campaign has been running.
Overall website opportunity
Across the full available dataset, the website has recorded approximately 45 genuine customer enquiries.
Using the same conservative assumptions:
- 45 genuine enquiries
- 20% estimated conversion rate
- approximately 9 converted projects
- £7,500 to £20,000 cautious blended project value
That gives an overall estimated commercial opportunity of:
£67,500 to £180,000
Again, this is not confirmed revenue.
It provides a reasonable indication of the commercial potential behind the enquiries the website has generated since launch.
When we previously caught up with Lance, he also reported being booked months ahead with renovation work.
Turning the Website Into Its Own Acquisition Channel
The most important change is not simply that traffic has increased.
Lance already had social media, referrals and other ways of generating attention.
The original website gave those prospects somewhere professional to go, helped establish credibility and made it easier for them to enquire.
SEO added something different.
It allows the business to reach people already searching for the services Lance provides, including people who may never have encountered him elsewhere.
Since SEO began:
- Search impressions have increased 405%
- Organic clicks have increased 82%
- Approximately 30 genuine form enquiries have been recorded
- The website is appearing across a broader range of renovation searches
- Google Business Profile visibility has continued to strengthen
Across the website as a whole, the available enquiry data represents an estimated £67,500 to £180,000 in potential project value, with £45,000 to £120,000 of that opportunity recorded during the SEO period.
The website was already working before SEO.
The SEO project is turning it into a much stronger acquisition channel of its own.
