Regional dumpster rental company doubles booked jobs in two quarters
A roll-off dumpster rental operator competed against national aggregators. Local pages and authority work made them the default choice in every city they serve.
+214%
Organic Traffic
+103%
Booked Jobs
-46%
Cost per Lead
The challenge
National lead-gen sites outranked the operator in all 14 service cities. Paid search costs were rising and the site had no city-level content.
What the audit found
- Homepage targeting 14 cities with one paragraph each
- Thin content vs. aggregator city pages
- Slow WordPress theme (LCP 4.1s on mobile)
- Zero editorial backlinks; only directory links
- No schema for service area or pricing
The strategy
Ship a fast custom front end, build a genuinely useful city page for each market (sizes, pricing guidance, permit info, same-day availability), and earn local links through community sponsorships and a waste-data study.
Organic visibility
+42%
AI visibility
+31%
Local rankings
+27%
Technical health
94/100
Organic sessions
cloud storage pricing
#2 ▲ +6
team backup software
#4 ▲ +3
s3 alternative
#7 ▲ +11
What we did
Web
Rebuilt on Next.js headless — mobile LCP from 4.1s to 1.3s.
Content
14 city pages + 22 supporting guides (dumpster sizes, debris types, permit rules).
Local
GBP optimization, service-area definition, review generation from completed jobs.
Off-Page
Local sponsorships, a 'construction waste by metro' data study earning 40+ referring domains.
What changed
+214%
Organic Traffic
9-month window
+103%
Booked Jobs (organic)
booking form + call tracking
11/14
Top-3 City Rankings
cities in local pack or #1 organic
-46%
Cost per Lead
blended, as paid spend reduced
+61
Referring Domains
editorial + local
+72%
Revenue Impact
attributed organic revenue, illustrative
How it unfolded
Month 1–2
New front end live, first 5 city pages
Month 3–4
All city pages + guides published
Month 5–6
Data study launched, links landing
Month 7–9
Organic overtakes paid as top lead source
We stopped renting our leads from national sites. Now customers find us directly, and our cost per job dropped by nearly half.
Want results like these for your business?
Book a free strategy session and we'll map the technical SEO, on-page, local, authority and AI-visibility work that will move your numbers.