Jacksonville Home Remodeler SEO Case Study | 4 to 37 Leads

Case Study · Jacksonville, FL

From 4 Leads a Month to 37:
How Coastal Craft Remodeling Took Over Jacksonville Google Search in 14 Months

A kitchen and bath remodeler went from page 4 to the top 3 for their highest value keywords, closing $1.39M in new projects from organic search alone.

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376%

Organic Traffic Growth

Leads/Month (from 4)

$1.39M

Closed Revenue (14 mo.)

Top 3 Keyword Positions

The Client

Coastal Craft Remodeling, Jacksonville, FL

Coastal Craft is a family owned design-build firm specializing in kitchens, bathrooms, and whole home renovations across Northeast Florida. Founded in 2017 with a 4.8 star Google rating, 89 reviews, and a $58,000 average project value. According to NAHB's 2025 data, kitchen and bathroom remodels rank as the two most common project types nationally, which meant heavy local competition.

Owner Jason Morales was direct on our first call: "We're doing $1.6M a year almost entirely from referrals and Angi. When I Google 'kitchen remodel Jacksonville,' we're nowhere."

Industry

Kitchen & Bath Remodeling

Location

Jacksonville, FL (Duval County)

Annual Revenue

$1.6M (at start)

Avg. Project Value

$58,000

Service Area

Jax Beach, Ponte Vedra, Mandarin, Fleming Island, St. Augustine

Services Provided

SEO + GBP + Content Strategy

The Challenge

Invisible Where It Mattered Most

Coastal Craft came to Eclipse Remodeling in October 2024 with a decent looking website that generated almost nothing. Our audit told the full story.

📉

Buried on Page 4+

"Kitchen remodel Jacksonville" sat at position 38. "Bathroom renovation Jacksonville FL" at 44. Every keyword that brings in real projects was invisible.

🔒

92% Branded Traffic

Almost all organic visits were people searching the company name. Only 31 non-branded keywords ranked in the top 100.

📍

No Reach Beyond HQ

They serve Ponte Vedra, St. Augustine, and Fleming Island but had zero location pages and zero Map Pack visibility outside 3 miles.

💸

$247 Per Lead on Angi

$2,800/month on shared leads at $247 each, competing with 4 other contractors on every single inquiry. For context, LocaliQ's 2025 benchmarks put the average home services cost per lead at $91.

"I was paying $2,800 a month to fight over the same leads with four other contractors. Half the calls were people asking if we do handyman work. I needed to own my own pipeline."

Jason Morales

Owner, Coastal Craft Remodeling

The Strategy

Three Pillars Built for Remodeling Leads

Every decision was shaped by how Jacksonville homeowners actually search for and hire remodeling contractors. Our SEO process for remodeling companies is built around this reality.

Local SEO & Google Business Profile

→Rebuilt the Google Business Profile from scratch: updated categories, rewrote service descriptions around real search terms, uploaded 47 geo-tagged jobsite photos.

→Created 6 city landing pages (Ponte Vedra Beach, St. Augustine, Fleming Island, Mandarin, San Marco, Jacksonville Beach) each with local project spotlights.

→Ran a review campaign that grew Google reviews from 89 to 147 over 14 months while holding 4.8 stars.

→Fixed business name, address, and phone number across 38 directories including Houzz, BBB, Yelp, and Angi.

Content & On-Page Optimization

→Rewrote all 8 service pages around the exact phrases homeowners search: "how much does a kitchen remodel cost in Jacksonville," "best bathroom contractors near me." This also meant restructuring the site layout for better conversions.

→Published 24 blog posts over 14 months covering cost guides, material comparisons, and project timelines. Each linked to the relevant service page.

→Built individual portfolio pages for 16 completed renovations, each optimized for service type + neighborhood with before/after images.

→Added FAQ sections to every service page for visibility in Google's AI Overviews and ChatGPT.

Technical Fixes & Link Building

→Fixed 23 crawl errors, 4 duplicate content issues, and cut mobile page load time from 6.2 seconds to 1.8 seconds.

→Earned 34 backlinks over 14 months from Northeast Florida builders' associations, home design blogs, and regional publications. No spam.

→Built clean internal linking connecting blog posts to service pages to location pages, helping Google understand every service and city Coastal Craft covers.

The Results

14 Months: Invisible to Market Leader

Everything below came from organic SEO. Zero paid ads. Zero bought leads.

Monthly Organic Visits

187 → 891

+376%

Leads Per Month

4 → 37

+825%

Non-Branded Keywords (Top 100)

31 → 289

+832%

Top 3 Rankings

2 → 14

+600%

Google Maps Actions/Mo

43 → 312

+626%

Cost Per Lead (Month 14)

$247 → $95

-62%

Organic Traffic Growth

Monthly Organic Sessions, Oct 2024 to Dec 2025

The dip in December and January is normal for remodeling. The curve recovered through spring as content and local SEO compounded.

Before & After

The Full Picture

MetricOct 2024Dec 2025Change

Monthly Organic Visitors187891+376%

Leads Per Month437+825%

Google Map Pack Keywords326+767%

Non-Branded Keywords (Top 100)31289+832%

Top 10 Rankings641+583%

Top 3 Rankings214+600%

GBP Profile Views/Mo1,2008,740+628%

GBP Actions (Calls + Directions)43312+626%

Cost Per Lead (Month 14)$247$95-62%

Keywords with Buying Intent12%71%+492%

Keyword Rankings

From Buried to Page 1

The actual search terms Jacksonville homeowners use when they're ready to hire.

Target Keyword	Oct 2024	Dec 2025	Change
kitchen remodel Jacksonville FL	#38	#2	↑ 36
bathroom renovation Jacksonville	#44	#3	↑ 41
home remodeling contractors Jacksonville	#52	#1	↑ 51
kitchen remodel cost Jacksonville	Not ranked	#4	New
bathroom contractors near me (Jax)	#67	#3	↑ 64
whole home renovation Jacksonville FL	Not ranked	#5	New
kitchen and bath remodel Ponte Vedra	Not ranked	#2	New
home renovation company St Augustine	Not ranked	#6	New
Jacksonville kitchen contractors	#41	#1	↑ 40
best home remodeler Jacksonville FL	#33	#3	↑ 30

Revenue Impact

The Math That Matters

Rankings mean nothing if they don't turn into signed contracts.

Total Organic Leads (14 mo.)

284

Form fills + tracked phone calls

Qualified Leads

186

65.5% of 284 total leads

Estimates Booked

127

68.3% of 186 qualified leads

Projects Closed

18.9% close rate on 127 estimates

Avg. Closed Project

$57,900

Kitchens, baths, whole home

Total Closed Revenue

$1.39M

24 projects × $57,900

Bottom line: Coastal Craft invested $49,000 in SEO over 14 months ($3,500/mo). That produced 24 closed projects at $57,900 average = $1,389,600 in revenue. A 28:1 return. Unlike paid ads, the rankings and content keep generating leads every month without additional spend.

The Timeline

How It Unfolded

SEO doesn't work overnight. Here's what a realistic 14 month ramp looks like.

Months 1-2

Foundation & Cleanup

Fixed 23 crawl errors. Cut page speed from 6.2s to 1.8s. Rebuilt GBP. Cleaned listings across 38 directories. No visible traffic changes yet.

Months 3-4

Content Goes Live

6 city pages published. First 8 blog posts live. Service pages rewritten. 4 new keywords enter top 50. Leads still around 6/month.

Months 5-7

The Inflection Point

'Kitchen remodel Jacksonville' jumps from #38 to #11. Map Pack visibility triples. Leads reach 18/month.

Months 8-10

Compound Growth

Blog content starts ranking. Ponte Vedra and St. Augustine pages enter top 5. Leads hit 28/month. Angi spend cut by 50%.

Months 11-14

Market Leader

14 keywords in top 3. 41 in top 10. 37 leads/month. Angi cancelled entirely. Jason hires a second project manager.

I cancelled Angi in month 10. Haven't bought a single lead since. Last month we closed four kitchens and two whole home renovations, all from people who found us on Google. These homeowners chose us before they even picked up the phone.