Problem

When we began working with Superior Skilled Trades in October 2024, the goal was clear: increase SEO performance by 50% within one year.

At the time, their online presence wasn’t fully optimized to attract and convert high-quality staffing leads. While they were investing in Google Ads, the website was outdated and underperforming from a conversion rate optimization (CRO) perspective.

Key challenges included:

• Limited organic visibility for high-value staffing and skilled labor search terms.

• Website conversion issues — traffic from Google Ads wasn’t turning into inquiries at a high enough rate.

• Technical limitations on the existing site, making updates slow and costly.

Without addressing both the traffic and conversion sides of the funnel, growth targets would be difficult to hit.

Solution

We implemented a dual-track growth strategy focused on both increasing organic reach and improving website performance.

1. SEO Overhaul — Conducted a comprehensive keyword audit to target high-intent searches for skilled labor staffing, industrial staffing, and trade-specific placements.

2. Content Expansion — Produced optimized landing pages and resource content to rank for competitive staffing terms and answer employer queries.

3. Website Redesign & Migration — Designed and launched a new WordPress site with modern UX/UI, streamlined navigation, and stronger calls-to-action. Migrated all content from the old site without any drops in organic rankings.

4. CRO Improvements — Implemented clear inquiry forms, job postings, and employer-focused messaging to increase lead conversions from both organic and paid traffic.

5. Google Ads Alignment — Ensured that landing pages aligned with ad campaigns to improve Quality Scores and maximize ad efficiency.

Results

In less than 12 months, the results exceeded the original goals:

• 100% year-over-year organic traffic increase (doubling the initial goal of 50%).

• Flawless website migration from WordPress to WordPress with zero ranking losses.

• Significant boost in lead conversion rates from Google Ads traffic due to improved site design and CRO.

• Stronger brand authority in skilled trades staffing searches nationwide.

By aligning SEO growth with a strategic website redesign, Superior Skilled Trades saw measurable, sustainable improvements in both traffic and lead generation — positioning them as a top choice for skilled labor staffing.