CVR rose 74% after landing page and SEO improvements.
5.94%
Original CVR
10.40%
Improved CVR
99.85%
Statistical Significance
Services
Industries
About Piedmont Door Solutions.
Piedmont Door Solutions provides custom design, installation, maintenance, and repair services for automatic and manual commercial doors across the southeastern United States. They focus on delivering reliable, high-quality solutions for commercial properties.
Challenges.
Piedmont Doors was driving traffic through paid search but struggling to convert that traffic into leads. Despite strong intent, users were not engaging beyond the hero section of the landing page.
The disconnect between traffic and conversions pointed to friction in the user experience. At the same time, landing page content was not fully aligned with search intent, limiting its ability to effectively capture and convert both paid and organic visitors.
This resulted in missed opportunities, inefficient ad spend, and lower overall lead volume.
Strategy.
We focused on conversion rate optimization supported by better alignment between paid search and SEO.
The primary initiative was restructuring the landing page form to create a more intuitive user flow. Instead of leading with company details, we repositioned high-intent selections like service type and product needs at the top of the form. This helped immediately engage users and guide them through a more natural progression.
We also refined on-page messaging to better match user intent from both paid and organic search. This included tightening copy around core services, improving clarity in the value proposition, and reinforcing relevance for high-intent keywords.
By aligning landing page experience with how users search and evaluate services, we reduced friction and improved overall engagement.
Results.
The impact was clear and measurable.
Conversion rate increased from 5.94% to 10.4%, representing a 74% lift. The test reached 99.85% statistical significance, confirming the effectiveness of the changes.
Beyond the CVR lift, improved alignment between traffic sources and landing page experience led to more qualified engagement and stronger lead generation overall.
The result was a more efficient funnel – turning existing traffic into significantly more leads without increasing spend, while also supporting longer-term SEO performance.
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