Increasing Web Leads by 737% for a Cabinets & Countertops Company

Client Overview

Cabinets Direct USA is one of the oldest and leading cabinet and countertop suppliers in the northeast, providing various kitchen and bathroom remodeling services since 1935. They’re also one of the longest standing clients of TB. At the time that Cabinets Direct USA signed with Today’s Business, they had set their goal as getting one contact form per day and they’d be happy. As we moved into 2020, TB recognized that updating the client’s location pages could provide a major boost to consistent lead generation, especially with budgets for advertising being cut at the start of COVID-19.

The “Crux”

Simply put, Cabinets Direct’s location pages were not producing effectively for lead generation, nor were they ranking for some basic keywords we wanted to target, particularly since it often came down to whether we prioritized cabinets or countertop keywords.

The Strategy

To improve the performance of each location, Today’s Business focused its efforts on a completely new strategy on the website. Rather than creating a single standard page for the client, TB created four, with one serving as the primary showroom page. Each location was in its own pyramid site structure, with a mobile first design providing in page navigation to a cabinets page, countertops page, and custom design page. By creating this 4-for-1 concept, we had pages closely linked and structure together, all able to have very specific keyword focuses.

The Results

Note: SEM was paused and Social Media was limited at the time the COVID outbreak occurred.

737% increase in Web Leads

230% Increase

Clicks Per Month

103% Increase

Impressions Per Month

375% Increase

Sessions (Year over Year)

30% Improvement

Bounce Rate


As you can see, investing the time and effort into a proper SEO strategy with a localized focus can yield tremendous results. However, developing the right strategy for your business and current situation typically requires a great deal of SEO experience and knowledge of SEO best practices. To execute on the strategy also requires a great deal of time and attention to detail. So don’t waste your time trying to learn something new and struggling to properly execute on a poorly designed plan.
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