We made a 35-year sitework company look its size online
Pro Innovations does sitework for builders like Drees Homes and Fischer Homes, but its four-page GoDaddy site made it look like a small contractor. Now each of its services has a page of its own.
Pro Innovations has done excavation, grading, drainage and trucking across Northern Kentucky for over 35 years, grown entirely by word of mouth. An earlier agency's rebuild never launched because it waited on the company to write its own content. We wrote it ourselves: 104 pages, including a full page for each of the twelve sitework services and 58 service-by-town pages built on each town's own soil and Census data. We also gave Mullins Supply Barn, the farm and home store that shared the old site, a site of its own. Signed August 21, 2026, live September 5.
View live site- Website Rebuild
- Local SEO
- Copywriting
- Information Architecture
- Mullins Supply Barn Site
Challenges & Solutions
What stood in the way, and how we cleared it.
An earlier rebuild never launched
Pro Innovations hired another agency about six months before us. That agency wanted the company to write its own content and load it into a CMS, so the new site never shipped and the four-page GoDaddy site stayed up.
We didn't wait on content. We knew the services, and the company had its own job photos, so we wrote every page ourselves and folded in the owner's corrections as they came.
One site was carrying two businesses
Mullins Supply Barn, a farm and home store in Crittenden, is its own business, but it lived on the Pro Innovations site as a single page. With a Lowe's on the way, it needed to stand on its own.
We built Mullins a one-page site at mullinssupplybarn.com, pointed every Mullins link on the Pro Innovations site at it, and permanently redirected both old store pages there so no link or search result was lost.
Twelve services in one bullet list
The old homepage named every sitework service in a single bulleted list. Its only H1 read "Click the logos below for information about", its page title was the domain name, and it had no meta description.
Each of the twelve services got a full page with a short answer up top, what drives the cost, the equipment and an FAQ. We grouped them under a Land Development hub beside Custom Builds and Custom Remodeling, so the site splits the work the way the business does.
Town pages that could have read like copies
Twelve services across eight towns makes 96 possible service-by-town pages. Swap a town name into a template 96 times and you get pages search engines are built to ignore.
We built only the 58 pairings with something true and local to say. Each draws on that town's USDA soil series, its drainage from Kentucky Geological Survey mapping and its Census numbers, with a source recorded for every claim. Then we measured the overlap between pages to confirm the only shared text was the menu and footer.
Two notes from the owner
Before launch, the owner flagged two things. The copy described the fleet by how many trucks it has, which isn't how the owner talks about the company. And one bulldozer photo stood in for production work, the finish stage of grading, drainage, seed and yard installs, on the menu panel and two service pages.
We rewrote 102 fleet mentions across 27 files to describe a triaxle dump fleet by what it is, sentence by sentence rather than find and replace, and turned two animated truck counters into service-area counts. We swapped the bulldozer for a crew setting a block wall, a finished seeded grade and an established green slope, and kept the dozer in the projects gallery, where it's honest.
The homepage, before and after
The first screen of the homepage on the old GoDaddy site, captured September 4, 2026, just before we replaced it, and on the new site on September 29. Both lead with the company's own photo of two of its trucks above Cincinnati. What changed is everything around it: a menu built around the work, a headline that says what the company does, and a way to get an estimate from the first screen.
Our Strategy
A phased approach to delivering measurable results.
Start from the business, not the proposal
August 21 to 31The proposal we signed on August 21 guessed at five focus areas before discovery. Once we'd done it, we built the site around what Pro Innovations really does: twelve sitework services under a Land Development hub, Custom Builds and Custom Remodeling beside it, and a Builders page for its production work for Drees Homes and Fischer Homes.
- Custom Builds, Custom Remodeling and Land Development
- Twelve full service pages
- Builders and developers page
Give every town its own reasons
August 31We put the service and town pairings in one data file and backed each town with its own soil series, drainage, housing age and Census figures, pulled by a script so the numbers can be refreshed. A pairing without enough local substance to earn a page doesn't get one.
- 58 service-by-town pages
- Per-town soil and drainage facts with sources
- Census data pipeline
Split off Mullins Supply Barn
September 4The farm and home store got its own one-page site, its own Sonor project and inquiry form, and permanent redirects from both of its old pages.
- mullinssupplybarn.com
- Redirects from the old store pages
- Store links across the Pro Innovations site
Take the owner's notes, then launch
September 5Before the domain switched over, we rewrote the fleet language, replaced the photos that misdescribed production work, and redirected every old GoDaddy address to its new page.
- 102 fleet mentions rewritten
- Production Work photos replaced
- Redirects for every old URL
- Live on proinnovationsllc.com
Results
Measurable outcomes that speak for themselves.
Google found the new pages fast
In the 28 days of Google Search Console data synced September 29, 2026, Google had already shown 80 of the site's 104 pages in search results. The site went live on its own domain September 5.
MeasuredThe town pages are already in search
Over the same 28 days, 41 of the 58 service-by-town pages had appeared in Google results, less than four weeks after launch.
MeasuredSearch reach the old site didn't have
Google impressions over those 28 days on pages that didn't exist on the old four-page site. That count leaves out the homepage, whose window includes days before the switch.
MeasuredPerformance
Desktop Lighthouse, median of 6 PageSpeed Insights runs, measured September 23, 2026 on proinnovationsllc.com.
Why This Matters
Lighthouse measures real-world site quality across performance, SEO, accessibility, and best practices. These scores directly impact search rankings, conversion rates, and user experience.
Here's how this build compares to their own GoDaddy site, measured in September 2026 before we replaced it. See the archived original.
Performance
+19 ptsFaster sites convert better: every 100ms of improvement increases conversions by up to 8%.
SEO
+17 ptsHigher SEO scores mean better search rankings, more organic traffic, and lower customer acquisition costs.
Accessibility
+17 ptsAccessible sites reach 15-20% more users and reduce legal liability.
Best Practices
+4 ptsModern security headers, HTTPS, and optimized assets build trust and protect users.
Every town page stands on its own ground
The excavation page for Dry Ridge, one of 58 service-by-town pages. Instead of swapping a town name into a template, each page is built from what's actually true there: the soil under the town from the USDA soil survey, which way its water drains from Kentucky Geological Survey mapping, and its Census numbers. That's the difference between a page Google has a reason to show and one it filters out.
Site Architecture
104 pages structured across 16 content categories with 114,424 words of content.
Tech Stack
The technologies and tools powering this project.
Every page is server-rendered, so the full content is in the HTML that search engines and AI crawlers read.
The service, town, builder and project page templates.
The white, red and black design system.
The scroll story on the Custom Builds page and the projects track, loaded only on those pages and skipped for anyone who prefers reduced motion.
Managed inquiry forms, analytics, search data, sitemap sync and llms.txt for both sites.
Five-year estimates for every town, pulled by a script so the numbers can be refreshed.
The soil series and drainage facts behind each town page, with a source recorded for each.
Both sites deploy from Git on every push.
Design System
The visual language we crafted for this project.
Color Palette
Typography
Barlow Condensed
Barlow
The quick brown fox jumps over the lazy dog. Clean, readable type that puts content first.
Services Provided
A breakdown of the services delivered for this project.
Website rebuild
We replaced a four-page GoDaddy site with a 104-page Next.js site that server-renders every page, and redirected every old address to its new home.
- Next.js build
- Redirects for every old URL
- Two weeks from signing to launch
Copywriting
We wrote every page ourselves from what we knew about the work and the company's own photos, then folded in the owner's corrections before launch.
- Twelve full service pages
- A land-first Custom Builds page
- Fleet and photo language the owner signed off on
Local SEO and AEO
Service pages open with a short answer and carry FAQs and structured data, and 58 town pages are built on each town's own soil and Census facts.
- 58 service-by-town pages
- FAQ and speakable structured data
- llms.txt for AI assistants
Mullins Supply Barn
A separate one-page site for the farm and home store, with a palette taken from its own logo and an inquiry form that goes straight to the store.
- mullinssupplybarn.com
- Brand colors from the logo
- Its own inquiry form
Project Details
Does your site look as big as your company?
If your website makes a serious operation look small, we'll write it, build it and give every service its own page, without waiting on you for content.
