Goals
- Grow booked moves from organic and paid without inflating quote volume alone
- Segment high-ticket long-distance intent from local moves in intake
- Cut time-from-quote-to-booking to preserve high-intent leads
S/00 · Case Study
Local Services
Rebuilt Quote Funnel and Route-Level SEO Grew Booked Moves 89%
5 months · Local SEO + Web (Quote Funnel) + Paid Media + CRO
A regional moving company received strong quote volume but converted less than one in eight into booked moves. The intake form was 21 fields long, quotes took 24 hours to return, and generic local-move content diluted intent for the highest-ticket work — interstate and long-distance jobs.
**+89%** booked moves
S/01 · Goals & Approach
What we set out to do and how we delivered it.
Approach
- Rebuilt the quote funnel around progressive disclosure — 4 opening questions, then contextual detail based on move type (local, interstate, commercial)
- Deployed an instant-quote calculator for local moves under 100 miles, cutting response time from 24 hours to under 6 minutes
- Engineered dedicated content tracks for long-distance and interstate moves with route-specific pages (Toronto-to-Vancouver, Ottawa-to-Halifax, and 14 more corridors)
- Instrumented GA4 with server-side conversion tracking and CallRail so ad platforms optimized against booked revenue rather than form fills
S/02 · Results
Measured outcomes.
Results
- +89% booked moves against a stable quote volume
- Quote-to-booking conversion up from 13% to 27%
- Long-distance share of monthly bookings grew from 18% to 41%
- Cost-per-booked-move on paid media down 32%
S/03 · Next Step
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- Prioritized roadmap tied to revenue impact
- Clear scope, timeline, and ownership model
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