Background

Haven Design|Build is a custom home builder located in North Carolina, a state experiencing a major influx of new residents. Traditionally, home builders have relied on referrals, but for newcomers who lack local connections, online searches are critical for finding reputable builders. Recognizing this, Haven Design|Build approached us to help transform their website, originally on Squarespace into a revenue-generating asset on WordPress. They were receiving some traffic (139 monthly organic visitors) but had never optimized for specific keywords or taken advantage of local SEO opportunities.

The Challenge

• Platform Migration Risks
  Moving from Squarespace to WordPress can cause a drop in search engine rankings if not handled correctly.
• Limited Local Visibility
  Referrals are less effective for people moving from out of state. Potential customers often turn to Google, searching phrases like “home builders Durham NC” or “custom home builder near me.”
• Untapped Keywords
  The client had an underutilized Accessory Dwelling Unit (ADU) page that was generating only a few leads per week, despite the rising popularity of ADUs in North Carolina.

Goals

1. Seamless Migration
   Ensure the transition from Squarespace to WordPress did not harm existing traffic or rankings.
2. Enhanced Local Presence
   Optimize for the high-intent local keywords that newcomers and local residents would use (e.g., “home builders Durham NC,” “ADU builders,” “custom home builder Durham”).
3. Boost Organic Traffic and Leads
   Turn the website into a significant source of revenue by attracting more qualified leads and showcasing the client’s portfolio of custom homes and ADUs.
4. Long-Term SEO Strategy
   Implement a roadmap of content creation, on-page optimization, backlink building, and Google Business Profile enhancements.

Timeline and Key Milestones (May to February)

1. Website Migration (May)
   • Migrated site from Squarespace to WordPress.
   • Preserved current SEO value by carefully mapping URLs and redirects.
2. Keyword Research and Planning (June)
   • Identified local and service-related keywords (e.g., “custom home builder Durham,” “ADU builders near me”).
   • Built a content calendar and backlink calendar to guide future growth.
3. Initial Content Overhaul (July–August)
   • Created or refined service pages for ADUs, custom home building, general contracting, and architecture.
   • Ensured each page was geotargeted to specific cities or regions in North Carolina.
4. Google Business Profile Optimization (August)
   • Updated services, products, and business details.
   • Leveraged photos and reviews to build credibility in local search results.
5. Geotargeted Landing Pages & Backlink Strategy (September–February)
   • Published six new geotargeted pages each month covering core services in key NC locations.
   • Implemented internal linking so that no page was orphaned.
   • Built backlinks focusing on:
     • Relevancy (home building, construction, real estate)
     • Domain Rating (DR) 30+ (authoritative websites)
     • 1,000+ Monthly US Visitors (to ensure the link source was active and credible)
     • Active Link Inserts (placing links on pages that already receive traffic)

Our SEO Strategy in Action

1. Protecting Existing Traffic During Migration

• Mapped all old URLs to new ones with 301 redirects.
• Audited technical SEO to avoid crawl errors or broken links.
• Preserved the site’s existing authority and organic traffic.

2. Targeting High-Intent Local Keywords

• Conducted keyword research focusing on what newcomers to North Carolina would search for (e.g., “home builders Durham NC,” “ADU builders,” “custom home builder near me”).
• Aligned on-page content with the unique needs of each location and service offering.

3. Creating Geotargeted Landing Pages

• Published six new pages every month dedicated to local areas like Durham, Raleigh, Chapel Hill, and surrounding regions.
• Highlighted the client’s custom home projects, architectural styles, and building process to capture user interest and trust.

4. Building Authoritative Backlinks

• Reached out to relevant blogs, industry publications, and local business directories.
• Secured links from sites with strong metrics (DR 30+ and 1,000+ monthly US visitors).
• Focused on link placements in existing content already ranking in Google.

5. Optimizing the ADU Page

• Recognized growing demand for ADUs in North Carolina.
• Revamped content around keywords like “ADU near me” and “accessory dwelling unit builders near me.”
• Added project photos, FAQs, and clear calls-to-action for lead generation.