Winning High-Ticket Jobs: A Specialized Service SEO Strategy
Client: A handyman company specializing in deck repair and fence installation.
Challenges We Faced
The client wanted big outdoor projects but was only getting calls for small indoor fixes:
Wrong Keyword Targeting
Their site ranked for “handyman” (general intent) but not “deck repair” or “fence installation.”
No Portfolio
Their “projects” page was just a gallery of images with no text, so Google couldn’t “read” what they built.
Weak Local Authority
They had no presence in the specific neighborhoods with large yards they wanted to target.
Low-Value Leads
80% of their leads were for small tasks they didn’t want (like hanging pictures).
No Project-Based Landing Pages
Lack of detailed pages for high-ticket outdoor services reduced visibility for buyers searching with clear build intent.
Win Bigger Projects
“Want more deck and fence jobs? Our Specialized Repair SEO services target high-value projects.”
Our Approach – How We Solved These Challenges
Service Page Optimization (Specialized)
We built robust “pillar pages” for their core high-ticket services: Deck Repair, Deck Staining, and Fence Installation.
SEO-Optimized Content Creation
We turned their photo gallery into “Project Case Studies.” Each project got its own page with a 500-word story, optimizing for “Deck Repair in [City].”
Local Keyword Research
We shifted their keyword strategy to target terms used by homeowners with outdoor needs, like “composite deck repair” and “wood fence replacement.”
Off-Page SEO
We got them listed in local business directories and the Chamber of Commerce to build authority.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| High-Ticket Leads ($2k+) | 1/mo | 12/mo | +1100% |
| Ranking (“deck repair [city]”) | #18 | #1 | +17 spots |
| Organic Traffic (to Project Pages) | 10/mo | 450/mo | +4400% |
Free Portfolio Audit
“Are your project photos helping you rank? Book a Free Portfolio Audit with our handyman seo experts!”
Advice for Marketers & Brand Owners
- Specialize to win. If you want deck jobs, you need a “Deck Repair” page that is better than any general handyman’s page.
- Showcase your work. Detailed case studies with photos prove you can handle large projects.
- Filter your leads. Use your website copy to clearly state your specialty services to attract the right customers.
Extra Factors That Made It Work
- The Project Case Studies established immediate credibility with homeowners.
- Shifting the keyword strategy filtered out the low-value “odd job” leads.
- Local Link Building established them as a specialist, not a generalist.
