In this project, I worked with a local New York window cleaning and repair company, AJ Glass and Window, to improve their SEO and launch a PPC campaign. The primary goal was to drive more organic and paid traffic to the website while increasing user engagement and conversions. By implementing targeted SEO strategies and running a successful PPC campaign, the company saw significant growth in both traffic and user engagement. This case study outlines the steps taken and the results achieved over the course of the project.

Initial Situation and Challenges

When I started working with AJ Glass and Window, the website had minimal traffic, with limited organic visibility and no ongoing paid search efforts. The company struggled to compete in a highly competitive local market, where larger window cleaning services dominated search results. Additionally, the website’s overall user engagement was low, with short session durations and high bounce rates.

My challenge was to improve the company’s organic search rankings, drive relevant traffic through PPC ads, and optimize the website’s design and content to increase engagement and conversions.

Strategy and Implementation

SEO Optimization

The first step was to improve the website’s SEO to boost its visibility in organic search results. I conducted comprehensive keyword research to identify relevant search terms that potential customers were using when looking for window cleaning and repair services in New York. These included long-tail keywords like “window cleaning service NYC” and “affordable window repair New York.”

Once the keywords were identified, I optimized the site’s meta descriptions, title tags, headers, and content to reflect these terms. I also improved the internal linking structure to make the site easier to navigate and to ensure that both search engines and users could find the most important pages quickly.

In addition to on-page SEO, I focused on improving the site’s technical SEO by optimizing page load times, addressing broken links, and ensuring mobile responsiveness. Given that many local customers search for services on mobile devices, it was crucial to provide a seamless mobile experience.

Paid Search Campaign (PPC)

Alongside SEO improvements, I launched a targeted PPC campaign with the goal of driving qualified traffic to the site. The campaign had a budget of $2,000 per month and focused on high-intent keywords like “window cleaning NYC” and “window repair services near me.”

The PPC ads were aligned with the newly optimized landing pages, ensuring that users who clicked on the ads were directed to relevant content, which increased the likelihood of conversions. I also used A/B testing to refine the ad copy and landing page elements over time, optimizing for higher click-through rates (CTR) and conversions.

Web Design and User Experience Enhancements

To further improve engagement, I redesigned the website’s key landing pages. The old design was cluttered and lacked clear calls to action, making it difficult for users to navigate and engage with the content. The new design featured a simpler layout with a focus on key services, such as window cleaning and window repair.

I also included prominent CTAs, encouraging visitors to contact the company for quotes, schedule appointments, or learn more about specific services. These changes helped streamline the user journey, reducing friction and making it easier for visitors to convert into paying customers.

Results from December to February

Organic Growth and SEO Performance

The SEO improvements led to a significant increase in organic traffic. The website’s organic keyword count increased to 71, a jump of 40 keywords, and the site began to rank in the top 3 for several key search terms. Organic traffic also increased to 199 visitors, a marked improvement from the previous months.

These gains were reflected in the site’s backlink profile as well, with 17 new backlinks added over the course of the project, improving the site’s overall domain authority.

Paid Search Success

The PPC campaign also delivered strong results. The campaign generated relevant traffic from high-intent search queries, contributing to the overall growth in users and sessions. The combination of targeted ad copy, optimized landing pages, and A/B testing helped achieve a positive ROI from the $2,000 monthly budget, with increased conversions on the landing pages.

Increased User Engagement

The redesigned website, combined with improved SEO and paid search efforts, led to substantial increases in user engagement:

• Sessions increased by approximately 122.9%, growing from 214 to 475.
• Users increased by approximately 118%, rising from 171 to 374.

The redesigned pages and clearer navigation helped keep users on the site longer, resulting in a 14.7% increase in average engagement time per session, from 34 seconds to 39 seconds. The engaged sessions per user metric also saw a slight improvement, increasing by 1.3% (from 0.78 to 0.79).

Event and Conversion Metrics

In addition to higher engagement, the site saw significant improvements in event tracking metrics, which included actions such as clicking CTAs or downloading service brochures:

• Engaged sessions increased by approximately 119.4%, from 134 to 294.
• Total event count increased by 120.7%, from 1,223 to 2,704.

Although events per session saw a slight decrease of 0.4%, from 5.71 to 5.69, this was offset by the higher volume of total events, showing that more users were engaging with the site overall.

Conclusion

This project successfully demonstrated how a combination of SEO, PPC, and web design improvements can drive significant growth for a local business. By increasing organic traffic, launching a well-targeted paid search campaign, and enhancing the user experience, AJ Glass and Window saw a substantial increase in both traffic and engagement.

Over the course of two months, we achieved a 122.9% increase in sessions and a 118% increase in users, while improving key engagement metrics and conversion rates. The success of this campaign underscores the value of a holistic approach to digital marketing, where both organic and paid strategies work in tandem to deliver tangible business results.