Project Description

Background & Challenges

Background

Brew City Marketing partnered with IHN Company, a Pewaukee-based home services business offering plumbing, sewer line repair, basement waterproofing and foundation repair in the greater Milwaukee area. The goal was to increase trust, showcase their craftsmanship and generate more qualified inquiries through a polished online presence and improved local SEO.

Challenges

  • Limited local SEO visibility in the Milwaukee / Waukesha market for key services like basement waterproofing and drain tile installation.
  • High bounce rate and sluggish conversion rate on the existing website.
  • The website lacked strong service-area pages and clear trust signals (such as licenses and warranties).
  • Navigation and call-to-action buttons were not optimized for mobile or for fast lead capture.

Our Approach

Website Redesign & Branding

  • After auditing the site architecture, we streamlined navigation to provide faster access to core services (plumbing, water heater repair, sewer line repair).
  • We added clear “Request a Quote” and “Schedule Service” buttons throughout the site to increase call-to-action visibility.
  • We built mobile-first layouts with fast load times to improve the user experience and reduce bounce rate.

Local SEO & Content Expansion

  • We created SEO-optimized service area pages for locations around Milwaukee and Waukesha to boost local visibility.
  • Integrated FAQ accordion sections for common homeowner questions about sump pump services, drain cleaning and basement waterproofing.
  • Added trust factors (license information, years in business, warranties) to reinforce credibility.

Lead Engagement & Credibility Widgets

  • Integrated a Google Reviews feed so that live testimonials could instantly build credibility.
  • Implemented a before-and-after gallery and image slider to highlight the transformation power of their foundation repair and drain tile services.
  • Introduced an AI chatbot for 24/7 engagement and lead capture, ensuring prospects get immediate responses and don’t drop off after hours.

Results

  • 72% increase in qualified inquiries within 6 months of launch.
  • 58 % increase in organic traffic for targeted Milwaukee-area service keywords (plumbing services Milwaukee, basement waterproofing Milwaukee).
  • Site load time was reduced by 45%, helping reduce the bounce rate by 22%.
  • 3× more leads captured via chatbot and contact form compared to the previous year.
  • These results were achieved through a comprehensive SEO and content strategy managed by Brew City Marketing’s Milwaukee digital marketing team.

Why It Matters for Home-Services Contractors

  • Local SEO connects home services businesses with buyers actively searching for “plumbing services Milwaukee” or “foundation repair Milwaukee” when they need help.
  • High-quality content and clear trust signals build user confidence, which is especially critical for services like basement waterproofing or sewer line repair, where risk and cost are higher.
  • Streamlined design, strong calls-to-action and lead engagement tools (chatbots, quote forms) reduce friction and accelerate conversion from visitor to customer.
  • By capturing high-intent leads in the Pewaukee and Milwaukee regions through optimized content, IHN Company increased its market share in a competitive local service area.

Want Similar Results?

We help plumbing, foundation repair and other home-services contractors grow through SEO, Google Ads and website design. Contact our Milwaukee digital marketing team at Brew City Marketing to start your next project and boost your local visibility and lead generation.

FAQ

What digital marketing services help home-services contractors get more leads?

Services such as local SEO, mobile-optimized web design, review integration and chatbot lead capture all contribute to higher lead volume.

How long does it take to see SEO results for a local contractor?

It typically takes 3-6 months to see measurable improvements in organic rankings, and 6-12 months to see full lead volume growth.

Should I use Google Ads or focus solely on organic SEO for local service businesses?

A balanced approach works best: paid search delivers immediate visibility while strong organic SEO builds long-term, sustainable lead flow.

Is it worth investing in website design for a plumbing or foundation repair business?

Yes. A well-designed, fast, and mobile-ready site with clear calls to action directly improves conversion rates and lead capture, especially for emergency service-based businesses.