A colour-browsing page turned into a quote request funnel.
A local home services business ranking for colour-related searches in its service area.
The original problem
The fence staining colours page attracted interested local visitors but treated them as browsers, with no path from choosing a colour to requesting a quote.
Before and after
- The page ended at colour selection with no next step
- Service, area, and process details were on other pages
- Enquiry required the visitor to go looking for a contact form
- A browsing experience with a quote request built into it
- Local service context available without leaving the page
- One clear action for high-intent organic visitors
Strategy
Keep the browsing value that earns the traffic, then convert intent at the moment a visitor picks a colour they like.
Changes implemented
- Restructured the page so colour browsing leads into the quote request
- Added service and process context to the same page
- Rewrote supporting copy for local search intent
- Rebuilt the layout in WordPress on the existing theme
Measurement and outcome
Quote requests are tracked in the client's own analytics. No controlled experiment accompanied the rebuild, so no conversion figure is claimed here.
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