Chapter 01 · Diagnosis
The 15-year-old WordPress site wasn't doing the work anymore.
Mrozinski Construction had a website from 2011. It worked technically, but:
- The services list was outdated (they no longer did roofing, but it was the first thing on the page)
- The project gallery hadn't been updated since 2018
- No Google Business Profile optimisation
- No blog, no SEO content
- Mobile experience was broken (text was unreadable on iPhone)
- Page speed score: 31/100
They were still getting referrals. that was their main pipeline. but new construction contracts from search? Zero.
Chapter 02 · Strategy
Rebuild around the highest-margin services.
We didn't rebuild the site as a 1:1 copy. We rebuilt it as a conversion-focused site that reflected what Mrozinski actually does best.
The plan:
- Audit their last 5 years of projects to find the highest-margin services
- Build the site around those services (commercial renovations, custom homes, heritage restorations)
- Drop the services they no longer offered
- Build a project gallery that was easy to update
- Add a Google Business Profile optimisation layer
- Build 4 cornerstone SEO pages (one per service + one per city)
- Build a simple CMS workflow so the founder could update the gallery himself
Chapter 03 · Execution
8 weeks from kickoff to launch.
Week 1: Discovery. Brand audit, customer interviews, competitor analysis, project portfolio review.
Week 2-3: Design. Wireframes, design system, high-fidelity mockups, copy drafts (we wrote the copy. not the founder).
Week 4-6: Build. WordPress development, content migration, image optimisation, schema markup, Google Business Profile setup.
Week 7: Soft launch. Internal QA, founder review, final fixes.
Week 8: Public launch. 301 redirects from the old site, sitemap submission to Google, post-launch monitoring.
Chapter 04 · Result
3 new contracts in 6 months. all from organic search.
Six months post-launch:
- 3 new construction contracts (commercial renovation, custom home, heritage restoration). all inbound from organic search
- 180% lift in organic traffic
- 94 Lighthouse score (up from 31)
- Founder updates the project gallery himself once a quarter
- Google Business Profile generates 4-6 leads per month
The site paid for itself in the first contract. The mechanism keeps working while Mrozinski keeps building.
