Kiwi Custom Construction: 80% More Website Traffic in 3 Months

Where KCC started

Kiwi Custom Construction has been building in Kelowna since 2010: custom concrete pools, patios, retaining walls, architectural concrete, decks, pergolas and saunas. More than 50 projects, most of them for people who saw a neighbour's backyard and asked who built it.

The work was high end. The website wasn't. KCC was on an old template site without a page for each service. A homeowner about to spend serious money on a pool had nothing to show them the process, and Google had nothing to rank for "custom pool builder Kelowna" or "concrete patio Kelowna".

The idea: let homeowners watch a pool get built

A pool is one of the biggest purchases a homeowner makes, and the scariest part is the unknown. What does the yard look like halfway through? How big is the hole? Will the finished pool look anything like the drawing?

So the homepage answers that before anyone asks. It opens on a bare, graded Okanagan lot above the lake. As you scroll, the site gets laid out, the excavation and forms go in, the pool and the outdoor kitchen get built, and you finish on the pool full of water with the loungers out. Five stages, one scroll, no reading required.

A page for every service

Behind the animation is a proper website. Each of KCC's three trades has its own page, so the right homeowner lands on the right page from Google:

• Custom pools: concrete pools, spas and water features designed around the yard and the Okanagan climate.
• Concrete and hardscaping: patios, retaining walls, foundations and architectural concrete.
• Woodwork and carpentry: decks, stairs, pergolas, awnings and custom cedar work like saunas.

The rest of the site does what a salesperson would. A projects page with real KCC builds. A four-step process from site visit to handover, so there are no surprises. A service area list covering Kelowna, West Kelowna, Lake Country, Peachland, Summerland, Penticton, Naramata and Vernon. And a quote form that asks the right questions, with a plain promise under it: free site visits, a reply within a business day, and "booked in fall, swimming by summer".

The results: 80% more traffic in 3 months

In the first three months after launch, traffic to the KCC website went up 80%. More people were finding KCC on Google, and the people who landed there had a page about the exact thing they wanted built.

Traffic on its own doesn't pay the bills, which is why the site is built to turn visits into quote requests: every service page ends with a clear next step, and the phone number is one tap away on a phone. Dan's review says the rest.

What other pool, concrete and landscape contractors can take from this

• Show the process. For big-ticket work, fear of the unknown loses more jobs than price. Show people what happens between the first dig and the finished job.
• One page per service. "Custom pool builder Kelowna" and "concrete patio Kelowna" are different searches from different people. Give each its own page.
• Use your own projects. Real photos of your builds, in your area, beat any stock image.
• Leave the template. A template site can hold your contact details. It can't show a high-end pool builder the way a custom site can.

See how we build contractor websites, or our marketing for concrete contractors and landscapers.