Case Study
Web Presence &
Acquisition
A specialized passenger-transport company was invisible in organic search and fully dependent on paid clicks. We rebuilt the site, the local SEO architecture, and the conversion tracking without disturbing a single live Ads campaign.
Type
SEO / Growth Engineering
Client
Passenger-transport company (FR)
Timeline
Rebuild + cutover in under a week
Scope
Site rebuild + SEO + Ads continuity
2 → 26
Indexed pages
17
Local service × commune pages
97 / 100 / 100
Lighthouse perf / a11y / SEO
1.5s / 0
LCP / layout shift
5.0 ★ · 37
Google reviews (optimized profile)
0
Broken URLs at cutover
Problem
The company's website was practically invisible on Google: only about two pages showed up in search results. Around 68% of visitors arrived through paid ads, which means nearly every new customer had to be bought.
About 2 pages visible on Google, and no pages for the towns the company actually serves
Lead flow depended entirely on Google Ads spend
Slow pages pushed rankings down and made every ad click more expensive
The ad campaigns were live, so any change to the site risked real revenue
The goal: make the company findable for free on Google while keeping the paid ads running without a single interruption.
Our Approach
Move First, Improve After
We rebuilt the site but kept every existing page address identical, so Google and the ad campaigns never noticed the switch. Only once the new site was confirmed working did we add the 17 new local pages covering two services across nine towns.
Pages Written for Real Places
Each town gets its own page, with an introduction written around genuine local landmarks and the service offered there. Google rewards pages that clearly serve a real place and filters out mass-produced copies.
The Ads Never Paused
Three ad campaigns kept running through the whole project. Their destination addresses stayed identical, and every form and phone link was tested before and after the switch, so no paid click was ever wasted.
Fast on Purpose
The new site was built to load almost instantly. That earned near-perfect scores on Google's own speed test (97/100/100), and it makes each ad click cheaper, because Google favors fast sites.
What Shipped
A Page for Every Town Served
17 pages, one for each service and town combination, each opening with a unique local introduction of about 250 words built around real landmarks. Every page reads like it was written for that town.
A Switch Nobody Noticed
Every old page address kept working: identical addresses where possible, 13 redirect rules for the rest. No paid ad click ever landed on an error page.
Every Lead Counted
Form submissions, phone taps, and email clicks are all measured, so the ad budget can be judged on the leads it actually produces. Everything was tested live before and after the switch.
Privacy Done Right
The cookie banner meets French privacy rules (CNIL): visitors get an equal choice to accept or refuse, and nothing is tracked before they decide. Leads that come in while a visitor is deciding still get counted.
A Review Machine
The Google Business Profile was fully optimized, and asking for reviews became easy: a short web link, QR codes for the vehicles, and a ready-to-send text message for the manager. The profile now shows 5.0 stars across 37 reviews.
Speed You Can Feel
The main content appears in 1.5 seconds, and the layout never jumps while loading. Fast pages rank higher and convert more visitors.
How It's Built
The site uses a modern static approach: pages are prepared in advance rather than assembled on each visit, which is why they load almost instantly. Forms deliver enquiries by email with spam protection built in, visitor statistics respect French privacy rules, and every update is reviewed on a private preview before going live.
What We Learned
Good SEO looks a lot like good engineering
The gains came from how the site was structured: keeping addresses stable, redirecting old ones, describing the business to Google in the format it reads, and checking that every lead is counted. That rigor is what made a one-week switch safe.
Protect what already works first
Free Google traffic takes weeks to build; a broken ad campaign loses money the same day. The whole project was sequenced around keeping the ads healthy, and the client's flow of enquiries never paused.
Reviews do heavy lifting
A 5.0-star profile with dozens of reviews wins the 'near me' searches that matter most to a local business. Making it effortless to ask for a review turns a good reputation into a steady stream of new ones.