requirements & challenges
Colorado Pavement Solutions needed a fully built and optimized WordPress website that could generate qualified local and commercial leads from zero visibility, showcase finished projects to prove capacity for large contracts, and support reliable call and form tracking for attribution. Key technical requirements included mobile‑first performance, clear service taxonomy with local landing pages, schema markup for business and projects, and a secure, crawlable CMS that could scale with ongoing content and link growth. Major challenges were a highly competitive Front Range market for paving and concrete services, strong seasonality in demand, a limited initial reputation to convert facility managers, and constrained internal resources for content and photo documentation. Ensuring long‑term resilience against technical decay and security risks was critical to protect rankings and leads as the program scaled.
Timeline and scope
- June 2019: New website launched; baseline organic traffic ~0.
- 2019–2020: Foundation work — information architecture, service pages, local landing pages, citation cleanup, Google Business Profile setup, initial content, and link acquisition.
- Oct 2020: Organic sessions reached 15,625 per month.
- June 2022: Peak organic traffic reached 20,405 per month; engagement and lead volume were at their strongest point.
- Post‑engagement (within 12 months): Traffic dropped to ~805 monthly, and the site was compromised by a hack.
solutions we provided
- Technical foundation
- Built a fast, crawlable site with a clear service taxonomy and schema for local business and service offerings.
- Mobile‑first design and optimized core web vitals for better UX and rankings.
- Local SEO
- Created city/region landing pages (targeted Arvada, Broomfield, Denver metro, and other Front Range towns).
- Claimed and optimized Google Business Profile(s), maintained citations, and NAP consistency.
- Keyword & content strategy
- Mapped service keywords to pages: high‑intent local commercial keywords (e.g., “parking lot paving [city]”, “asphalt contractor [county]”), plus long‑tail problem/solution content (cost guides, maintenance tips, ADA and striping guidance).
- Regularly published project pages and case studies showcasing before/after, photos, and specs to capture commercial decision makers.
- Link and reputation building
- Secured local industry citations, supplier partnerships links, and outreach to local business directories and trade resources.
- Conversion optimization
- Prominent contact CTAs, request-a-quote forms, and phone‑tracking for attribution; quick contact workflow improved lead conversion.
Key performance highlights
- Organic growth: 0 → 15.6k monthly sessions in 16 months (Oct 2020) → 20.4k monthly sessions at peak (June 2022).
- Peak vs baseline: Peak represented sustained, repeatable visibility for high‑value local queries and niche commercial projects.
- Lead quality: Generated larger commercial inquiries (example: inbound call from Abu Dhabi about an international parking lot project), multiple local commercial bids, and residential leads.
- Resilience note: After the engagement ended, traffic collapsed to ~805/mo, and site security was breached, illustrating the importance of ongoing technical maintenance and monitoring.
Notable business impact
- Increased inbound commercial estimates and contracts across the Front Range.
- International inquiry (Abu Dhabi) demonstrating credibility and discovery beyond the local market during peak visibility.
- Improved brand recognition for Colorado Pavement Solutions among local facility managers and property managers.
Failure mode after engagement ended
Within about 12 months after COSEOCO stopped active work, organic traffic dropped to roughly 805 visits per month, and the site was subsequently hacked, which likely caused increased ranking losses as traffic fell to 115/month, keyword deindexing, reduced trust signals, and a severe decline in leads. The outcome demonstrates that SEO gains are durable only with ongoing technical security, regular content updates, citation maintenance, and active link and brand monitoring.
Lessons learned and recommendations
- Ongoing technical maintenance is essential: regular security audits, CMS and plugin updates, and monitoring to catch hacks early.
- Retainer value: Continued content and local optimization (new case studies, seasonal offers, GMB posts) protects rankings and lead flow.
- Backups & recovery plan: Maintain automated offsite backups and a tested restoration process to reduce downtime and ranking impact after a compromise.
- Diversify inbound channels: Keep paid search and local partnerships active as contingency traffic sources during recovery.
- Measurement: Keep phone call tracking, form attribution, and a simple dashboard (traffic, leads, keyword ranks, security health) so business impact is visible to stakeholders.
COSEOCO’s work grew Colorado Pavement Solutions from zero visibility to an internationally notable, high‑traffic site that produced high‑value leads and even international interest. The campaign demonstrates how focused local and service SEO combined with content and technical care can scale a niche contractor quickly; it also highlights that ongoing maintenance and security are non‑negotiable to preserve those gains.
