A Small Business Website Redesign That Brings In Leads: From One Web Lead a Year to Three in a Day

A small business website redesign should be judged by one number: leads. Martens Radon, a licensed radon mitigation company in Colorado, had a website that brought in one lead in 12 months. After we rebuilt it, the owner, Ivan Martens, wrote: "I got one website lead for the prior 12 months. I got three leads yesterday from my site."

Here's what changed, and what any contractor or home service business can take from it.

The starting point

Ivan had built and patched his own site over the years. It described the business, but it didn't make it easy for a homeowner to act, and nothing measured whether it worked. In his words, it was a "self-modified-butchered site." Like most contractors, he wanted a site that brought in work, not one that only looked nicer.

What we changed

We made calling one tap away. On phones, a call bar stays at the bottom of every page, and a clear "Get Free Assessment" button sits in the header. Most homeowners researching a contractor are on a phone, and the easiest action should be the one you want.

We asked for less. The contact form needs a name and a phone number. Email is optional. Every extra field loses people.

We connected the site to his phone. Visitors can call, email or text from the site, and calls and texts reach Ivan's cell. Robocalls are screened out, so he isn't buried in spam.

We wrote real local pages. Pages for the towns he serves carry real local detail from Ivan, a few at a time. We didn't stamp out dozens of identical city pages, which search engines discount and homeowners can see through.

We only stated what's true. His state license number and real price ranges appear, with no invented statistics and no star ratings the site can't show.

We made it easy for search engines and AI to understand. The site describes the business, its services and the area it serves in a form that Google and AI answer tools can read and cite.

We measured leads, not traffic. Every form submission and every tap on the phone number is counted, so the question "is the site working?" has an answer every week.

The content lives in an editor Ivan can use himself, so the site can stay current without waiting on anyone.

The result

In Ivan's words:

"Dale took my self-modified-butchered site and made it into a professional site that is now driving leads. I got one website lead for the prior 12 months. I got three leads yesterday from my site. This was exactly the functional shift I was hoping for with this site update. People can also now call/email/text from the site to my phone. It took some tweaking along the way to get the function to be helpful to me."

Three leads in one day isn't a monthly average, and he says so himself. The point is the shift: a site that had produced almost nothing now produces leads, and there's a number to watch.

What any contractor can copy

• Make the main action one tap on a phone. A visible call button beats a contact page buried in a menu.
• Ask only for what you need to call back. A name and a phone number.
• Get calls and texts to the person who answers them. A lead who calls at 7 p.m. and reaches nobody calls the next company.
• Write pages for the places you actually serve, with real local detail, not one template repeated across towns.
• Don't claim what you can't show. Real reviews, real prices, real credentials.
• Count leads every week. Traffic and rankings are signs. Calls and form submissions are the score.

Run a plumbing, electrical, HVAC, cleaning or restoration shop? We put these lessons into a package built for trades, with a text-back for calls you miss on a job. See what we set up for trades.

Where to start

If your website isn't bringing in work, book a call and we'll look at it with you. If you'd rather start by seeing where AI and automation fit in your business, take the free AI Readiness Assessment. It's 14 questions, about 5 minutes.

Visit the Martens Radon site · Book a call · Take the free AI Readiness Assessment