FSL General Contractors: Ranking for the Jobs Worth Winning

FSL was ranking for general contractor terms that brought in small repair enquiries and almost none of the larger projects the business is built to handle.

The challenge

Traffic was up and revenue was flat. The keywords being targeted attracted the wrong job size, and the site had no content addressing larger, longer-cycle projects.

Our approach

• Rebuilt keyword targeting around project type and value rather than search volume.
• Produced detailed project pages with real photography and scope descriptions.
• Strengthened trust signals — licensing, insurance, past project documentation.

What we delivered

• Keyword and intent audit
• Project-type service pages
• Project photography and documentation
• Local schema and listing cleanup

The results

• Average enquiry value increased even as raw traffic stayed flat
• Larger project pages began ranking for their target terms
• Fewer unqualified small-repair enquiries reached the team

The takeaway

More traffic is not the goal. The right traffic, at the right job size, is.

Working on something similar? Tell us what you're building and we'll map out how we'd approach it.