J Blanton Plumbing

How We Doubled Organic Leads In Less Than a Year

About The Business

J Blanton Plumbing is a family-owned plumbing company based out of Chicago, Illinois, that has been in business for 30 years since 1993. They serve the city of Chicago and the surrounding areas, including Northbrook, Aurora, and Naperville.

When we started working with them last year, they operated out of four office locations. Since then, they have expanded, adding two new locations.

Average URL rating per Ahrefs metrics
Increase in Organic Traffic
Number of Organic Leads

Key Highlights

In just under one year, we’ve: 

  • Doubled the number of organic leads
  • Increased online traffic by 20%
  • Raised the average URL rating from 4.2 to 16 as per Ahrefs metrics

Primary metrics and results at a glance

Here’s a brief summary of some of the most significant metrics we improved and a look at a few secondary metrics. We were able to accomplish these results in just 11 months, from November 2022 to October 2023. 


  • In only 11 months, we increased organic traffic by 20% (The company had an established online presence) 
  • In just the first month, they saw 54 (new?) organic leads that resulted in 45 booked appointments. Just under a year later, in October 2023, they saw a jump to 105 organic leads and 102 booked appointments. 
  • Through SEO optimization, we increased the average URL rating from 4.2/100 to 16/100 based on Ahrefs metrics.  
  • Using our strategic link-building tactics, we raised the amount of referring domains to the website from 488 in November 2022, to 728 in October 2023.

Activities – How we did it:

When we signed with J Blanton Plumbing, the first thing we did was a full audit of their existing website, competitor analysis and comprehensive keyword research to identify opportunities. 


Next, we optimized their existing service pages and created new ones for the company website. In addition to this, we set up conversion tracking for all important metrics to properly monitor the results of our efforts.


Here’s a closer look at these two efforts:

Search Engine Optimization (SEO)

Following the initial website audit, the first thing we did was rewrite and SEO-optimize the existing content and create brand new optimized pages to capitalize on SEO opportunities. 


As we mentioned, J Blanton services not just Chicago but also the surrounding municipalities of Naperville, Aurora, Arlington Heights, etc. We added new service area pages for these cities and created pages for their two new office locations. 


Location pages with keywords targeting cities such as McHenry, IL, and Evanston, IL, are now ranking on the first page of Google, thanks to our SEO optimization techniques. 


We also created new service pages to target more specific services they offer that are encompassed within the plumbing trade. For example, the service keyword ‘gas line repairs’ has bumped up in the rankings from the third page of Google to the first page for Chicago searchers. 


Reoptimizing the existing content and creating new pages was key to achieving a 20% increase in organic traffic. We also published monthly blog posts on relevant plumbing topics we thought would be helpful to J Blanton’s potential customers. This was a major contributor to the traffic increase as well. 


In addition, we implemented a link-building strategy with carefully selected anchor texts. This not only helped grow the organic keyword rankings but also helped to nearly double the number of referring domains, or inbound links, raising the authority of the company’s site.

Conversion Tracking

Our team set up conversion tracking for J Blanton’s website using What Converts and Service Titan to identify the exact source of all the leads coming to the website and appropriately attribute those leads within the correct campaigns in J Blanton’s customer management system. 


This is ultimately how we have been able to show real value that has come from our SEO efforts. Through tracking, we were able to recognize the increase of organic leads from 54 in November 2022 to 105 in October 2023 in just under a year.

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