From Word-of-Mouth to $1M+ and Top Google Maps Rankings
Client: JJ’s Fence Company
Industry: Residential Fence Installation
Location: San Diego, California
Services Provided: Website Redesign, Local SEO, Google Business Profile Optimization, Lead Systems
The Challenge
JJ’s Fence Company was a well-run, family-owned fence contractor doing quality work across San Diego. Like many successful trades businesses, they relied heavily on word-of-mouth referrals and paid leads to stay busy.
Their challenges were common but limiting:
- No clear brand positioning online
- An outdated website that did not convert
- Inconsistent visibility in Google Maps
- Heavy dependence on referrals and ads for growth
- No clear system to capture and follow up with leads
They knew they were good at what they did. The problem was that Google and potential customers didn’t yet see it that way.
They came to Slade Insights with a simple goal:
Build a digital foundation that could support real growth.
Our Strategy
We approached JJ’s Fence Company as a long-term growth project, not a quick SEO fix. The goal was not just rankings, but revenue, predictability, and scale.
1. Brand and Website Rebuild
We started by rebuilding the website from the ground up with three priorities:
- Clear messaging around services and service areas
- Strong trust signals, photos, and social proof
- Conversion-focused layout designed to drive calls and quote requests
The new site was structured around:
- Core fence services
- San Diego service areas
- SEO-friendly internal linking
- Mobile-first performance
The website became a true sales tool instead of a digital brochure.
2. Local SEO and Google Maps Optimization
Next, we focused on Local SEO, specifically Google Maps.
This included:
- Full Google Business Profile optimization
- Correct categories, services, and descriptions
- Alignment between website content and Google profile
- Location-specific service pages
- Review strategy to increase volume and velocity
Rather than chasing generic blog content, we focused on local trust and relevance, the signals that actually move Map Pack rankings.
3. Reviews, Reputation, and Trust Signals
Reviews played a major role in JJ’s growth.
We implemented systems to:
- Consistently request reviews from happy customers
- Respond to reviews strategically
- Use reviews as trust signals on the website
This improved both rankings and conversion rates. When potential customers landed on the site, they immediately saw proof that JJ’s Fence Company was trusted and established.
4. Lead Capture and Follow-Up Systems
Traffic alone does not grow a business. Follow-up does.
We helped JJ’s Fence Company implement systems to:
- Capture leads from forms and calls
- Respond quickly to new inquiries
- Reduce missed opportunities
- Create a smoother customer experience
This ensured that increased visibility actually translated into booked jobs.
The Results
Within one year of launching the new website and Local SEO strategy:
- $1M+ in annual revenue
- #1 and #2 rankings in Google Maps across core San Diego service areas
- Consistent inbound calls from organic search
- Reduced reliance on paid ads
- Predictable lead flow from local search
Most importantly, JJ’s Fence Company built a system that continues to compound. Rankings and leads did not disappear when ads were paused or referrals slowed.
Why This Worked
This success did not come from shortcuts or hacks.
It worked because:
- The website and Google Business Profile were aligned
- Local SEO focused on trust, not blog volume
- Reviews were treated as both ranking and conversion assets
- The system was built for how people actually hire fence contractors
This is the same framework we now apply to service businesses across Oregon, California, and the United States.
What Business Owners Can Learn from This
If your business relies on local customers, your online presence should:
- Clearly explain what you do and where you serve
- Show up in Google Maps for high-intent searches
- Build trust before the first phone call
- Convert visibility into real leads
SEO is not just about traffic. It is about building a foundation that supports growth.
Want Similar Results for Your Business?
If you want to understand what is holding your website or Google Maps rankings back, we offer a free video audit.
We will review:
- Your website structure
- Your Google Business Profile
- Local SEO opportunities specific to your market
- Clear next steps you can take immediately
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