Overview
ClearCut Land Clearing needed a full website rebuild after their previous website went offline. The objective was to relaunch quickly with a trustworthy, conversion-first site that drives calls and estimate requests while creating a scalable local SEO foundation.
Goals
- Launch a professional website quickly with a clear structure.
- Prioritize calls and estimate requests as primary conversions.
- Build trust with proof content (work photos, credibility, reviews).
- Create SEO-ready architecture for future service and city-page growth.
- Ship a technically strong site with high Lighthouse scores.
Constraints
- The old website was inaccessible, so structure and copy were reconstructed from intake and available assets.
- Fixed budget of $800 required tight scope control.
- Timeline and communication needed to stay simple and predictable.
Process
1) Intake and Scope Control
A structured intake process captured services, service areas, brand tone, FAQs, and media assets. Scope was locked early to prevent creep and keep delivery within budget.
2) Conversion-Led Information Architecture
Sitemap delivered: Home, About, Services overview, 5 service detail pages, Service Areas, Gallery, FAQs, and Contact. This supports fast navigation now and local SEO expansion later.
3) Content and UX Structure
The homepage was built around a trust-first conversion flow: clear hero + call-now path, credibility strip, top services, why-choose-us, featured work, testimonials, service-area snapshot, and final CTA band.
4) Build and Optimization
After addressing image weight and LCP bottlenecks, Lighthouse improved significantly while preserving UX quality.
- Performance: 75 -> 96
- Accessibility: 96 -> 100
- Best Practices: 100 -> 100
- SEO: 91 -> 100
Key Improvements Delivered
- Phone-first CTA strategy across key scroll depth.
- Stronger trust positioning with About, FAQs, and visual proof.
- SEO-ready service/service-area structure for future city-page rollout.
- Technical hardening through contrast fixes, descriptive links, and image optimization.
Optional Next Phase
- Launch city-specific service area pages for priority locations.
- Expand before/after project media and ongoing updates.
- Add review-capture flow and Google review embeds.
- Align GBP services/categories with on-site structure.
Stack
- Next.js (Vercel deployment)
- Lighthouse for performance, accessibility, and SEO validation
- Structured intake + scope-based delivery process
Summary
This project was a fast, under-budget rebuild with a conversion-first structure, stronger trust signals, and measurable technical gains. The website is now stable, scalable, and ready for local SEO expansion.