Anonymized · Protected by NDA
Central Florida Paver Contractor
Orlando-area paver, fence, and artificial turf installer scaled from single crew to multi-crew operation. Client name protected.
Marketing ROI
[8.2x]
year one
Crew growth
[1 to 3]
in 14 months
Close cycle
[6 wk]
lead to close
Portfolio views
[+320%]
month 6
Context
An Orlando-area hardscape contractor offering pavers, retaining walls, fence installation, and artificial turf. Strong craftsmanship, strong word-of-mouth, but a digital presence that did not match the quality of the actual work. The owner wanted to scale from a single crew to a multi-crew operation within 18 months without burning out chasing referrals.
The Challenge
Where they were
when we started.
[PLACEHOLDER] The business was referral-dependent to a fault. The owner estimated that 90%+ of revenue came from existing customers, neighbor recommendations, or real estate agent partnerships. Digital inbound was essentially zero. The Instagram page had 340 followers and had not posted in 7 weeks.
[PLACEHOLDER] Portfolio photos existed but lived on the owner's phone and on a Google Drive folder that was never linked anywhere public. The website was a WordPress template with no project gallery, no local schema, and a 6.4 second mobile load time. Google Business Profile had 42 reviews and ranked page 2 for the owner's primary keyword in Orlando.
[PLACEHOLDER] Scaling without a digital channel meant scaling through hiring referral partnerships, which would have taken years. The owner wanted predictable lead flow so he could hire and train a second crew within 90 days.
Our Approach
What we built,
and in what order.
[PLACEHOLDER] Step 1 was visual asset mining. We spent two days organizing, color-correcting, and cataloging the existing photo library: 1,200+ raw images of completed projects. Within the first week we had 60 publication-ready before/after sets organized by project type and neighborhood.
[PLACEHOLDER] Step 2 was the website rebuild from scratch with a project portfolio as the central navigation element. Every project page included the structured data Google and AI engines read, location data, materials used (Belgard, Techo-Bloc, Tremron), and related projects from the same neighborhood for internal linking. Mobile page speed went from a failing score to a near-perfect score on launch day.
[PLACEHOLDER] Step 3 was the content and social engine: Instagram relaunched with 3 posts per week, each a before/after carousel with location tag and material credit. GBP optimized for Belgard Authorized Contractor category (the client had the credential but was not using it). Meta Ads retargeting everyone who viewed 2+ portfolio projects with a free consultation lead form.
Timeline
How it unfolded.
Week 1-2
Visual asset mining and organization
Week 3-6
Website rebuild from scratch
Week 7-8
Portfolio pages live, GBP re-optimized
Week 9-12
Instagram engine launched, 3 posts/week
Month 4
First fully inbound lead closed
Month 6
28 monthly inbound leads, 11% close rate
Month 7
Second crew hired
Month 14
Third crew active, 3 crews total
The Result
What actually
happened next.
[PLACEHOLDER] By month 4, the first fully inbound lead came in without any existing customer involvement. By month 6, inbound leads were averaging 28 per month with an 11% close rate. The owner hired the second crew in month 7, two weeks after originally planned but with confident pipeline visibility.
[PLACEHOLDER] By month 14, the client was running 3 crews full-time, had 184 reviews at 4.9 stars, and digital inbound accounted for over 60% of total revenue. The referral channel was still active but no longer a dependency.
[PLACEHOLDER] Year 1 marketing ROI landed at 8.2x, and the owner explicitly told Andre during the year-end review that the single biggest change was 'finally having leads that were not my cousins asking for a family discount'.
Key Insight
“Hardscape contractors sit on goldmines of photos they never publish. The single biggest lever for scaling a visual trade is not spending more on ads. It is organizing and publishing what you already have.”
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Services used and related work
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