From “Thin” to “Authoritative”: A Full Website Content Optimization
Client: A local plumbing contractor in a competitive city.
Challenges We Faced
The client’s new website was “pretty” but had “thin,” generic content that wasn’t ranking:
“Thin Content” Service Pages
Their “AC Repair” page was 100 words of “fluff” and wasn’t optimized for local keywords.
No “Neighborhood” Rankings
They were invisible for “plumber in [Neighborhood Name]” searches.
High Bounce Rate
A UI/UX & Readability Analysis showed users left the thin pages immediately.
Weak On-Page SEO
Titles, headers, and content were not optimized for their target keywords.
No Internal Links Between Services
Service pages weren’t linked to each other, reducing authority and hurting local search visibility.
Optimize Your “Money” Pages
“Are ‘thin’ service pages killing your rankings? Our Full Website Content Optimization service will rewrite your pages to build authority and convert.”
Our Approach – How We Solved These Challenges
Comprehensive Content Audit
We audited their 10 service pages and confirmed they were all “thin content” (under 250 words) and had no clear keyword focus.
Keyword Research & Gap Analysis
We mapped high-intent “local service” keywords (e.g., “emergency plumber [city],” “water heater repair [neighborhood]”) to each specific page.
Full Website Content Optimization
This was the key. Our SEO content agency rewrote all 10 service pages. We expanded them to 750+ words, including:
Clear H1s (e.g., “Emergency Plumber in [City]”)
H2s for sub-services (e.g., “Leaky Pipe Repair,” “Clogged Drain Service”)
A “Why Choose Us” section with local trust signals.
SEO-Optimized Content Creation
We also created 5 new “neighborhood” pages (e.g., “Plumbers in [Neighborhood A]”) to capture hyperlocal traffic.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| “Thin Content” Pages (GSC) | 12 | 0 | -100% |
| Rankings (“emergency plumber [city]”) | Page 4 (#35) | Page 1 (#3) | +32 spots |
| “Click-to-Call” (from Organic) | 15/mo | 70/mo | +366% |
Free Content Audit
“Not sure why your service pages aren’t ranking? Request a Free Content Audit and let our SEO content agency find your thin content!”
Advice for Marketers & Brand Owners
- Your service pages must have in-depth content. A 100-word page will not rank. A Full Website Content Optimization is essential.
- Content optimization for seo means more than keywords. It means adding trust signals, answering user questions (FAQs), and providing real value.
- Use NLP Content Tools(like SurferSEO) to ensure your new service page content is more comprehensive than your competitors’.
Extra Factors That Made It Work
- Expanding the service pages from 100 to 750+ words of useful content was the #1 ranking factor.
- The new SEO content strategy (creating neighborhood pages) allowed them to rank in new service areas.
- The UI/UX & Readability Analysis helped us structure the new content with bullet points and short paragraphs, which reduced the bounce rate.
