Local SEO & Conversion

The situation

Work came in from three directions. People found the business through its Google Business Profile, through Facebook, and through the website. All three produced enquiries, and none of them produced a record anyone could count.

Quotes went out and then sat. Whether a lead got a follow-up depended on how busy the week was, so the gap between quote and decision was where most of the losses happened.

Reviews were the same story. They arrived when a customer felt strongly enough to leave one unprompted, which is slower and rarer than asking.

What was broken

• Three lead channels landed in three different places, so nothing could be followed up consistently or counted at all.
• Phone leads were invisible, because a call carries no source with it unless something attaches one.
• Local searches landed on a generic homepage that did not match what the searcher had asked for.
• Quote follow-up was inconsistent, so leads went cold between the quote and the decision.
• Reviews trickled in slowly, because asking was left to whoever remembered.

Constraints

• The three channels enter the business differently, so they could not simply be merged at the top and treated identically.
• Attribution had to be attached at intake. A source that is not captured at entry is unrecoverable later.
• The Google Business Profile is the highest-intent local channel, so anything built for it had to match its service areas exactly.
• The review ask had to sit on a real positive touchpoint rather than on a timer.

What I built

The headline here is not the follow-up automation. It is that every lead now arrives attached to the thing that produced it.

Service-area pages mirrored to the profile

I built a conversion-focused landing page per service area, mirrored to the matching Google Business Profile. That mirroring is the actual local-search mechanism. A local search that lands on a generic homepage loses the intent it arrived with, and the searcher has to hunt for their own town on the page.

One CRM, three channels

Facebook and website leads write straight into a single CRM. Profile leads route either through the matching service-area page or through a tracked call. Everything becomes one contact record rather than three disconnected inboxes.

Call tracking

Call tracking is the piece that turns phone leads from an invisible channel into an attributable one. Without it, the highest-intent channel in the business is also the one nobody can measure, and any conversion claim about it is unprovable.

Source attribution

Each contact is tagged back to the campaign and channel that earned it, and the tag stays on the record through to the booking. That is the whole point: the booked job still knows where it came from weeks later.

Fixed-cadence quote follow-up

Once a quote goes out, a fixed rhythm chases it. An undecided lead keeps receiving the cadence rather than dropping out of the process, and an acceptance ends it. The rhythm is set rather than remembered.

The review loop

A review request fires right after a positive touchpoint, while the goodwill is fresh. Public reviews then feed back into local ranking, so the system quietly improves its own top of funnel. That loop is absent from how this build is usually described, and it is the most interesting thing in it.

Edge cases and failure handling

• A lead who calls instead of filling in a form: call tracking captures them with the source attached, so the channel is not silently uncounted.
• A local searcher in a specific service area: the profile routes them to the page for their own area rather than a generic homepage.
• A quote that gets no answer on the first pass: the lead loops back into the cadence on schedule instead of being marked cold.
• A lead who accepts: the cadence ends and the booked record still carries its original source tag.
• A satisfied customer: the review ask fires off the completed job rather than waiting for someone to remember.

How I verified it

The evidence for this build is thin, and I would rather say so than imply a test suite that does not exist. The system verifies itself. The attribution tag is written at intake and read at booking, so any booked job arriving without a source is a visible defect rather than a silent gap. That closure is what makes the conversion number below meaningful at all.

What changed

+28% quote-to-book conversion, measured. +60% increase in 5-star reviews. Every lead is tracked and attributed to the source that produced it, which is the claim underneath both of the others.

The business now reads its own channels. Which campaign earned which booking is a question with an answer, and the review loop feeds back into the local search results that start the whole cycle.