Home remodeling, St. Louis, MO. A rebuild of the client's existing site on the Untapped (custom) plan.
Midtown Home Improvements has been transforming homes for 36 years: 50,000 projects completed and 3,976 Google reviews across St. Louis, Chicago, Atlanta, Nashville, and Kansas City.
They asked for a refresh, not a reinvention. The goals were newer technology, more speed, more functions and a site that works properly on a phone, without changing the site their existing customers already know. The old WordPress site scored 57 for mobile performance, took 9.5 seconds to show its main content and loaded 1,643 KiB of unused JavaScript.
The new site keeps Midtown familiar to returning customers and rebuilds everything underneath. This Untapped custom build runs on Next.js 15 and ships 363 pages, including 306 census-powered county and service pages across all five metros, an 18-article news system and live Google reviews on every location page. Mobile performance went from 57 to 99. Every lead is TCPA-verified, documented with a TrustedForm certificate and delivered straight into Midtown's CRM.
Drag the divider, or use the arrow keys, to compare the old site with the new one.
What the Midtown Home Improvements site does, on the live site. Add any feature to your bid.
Homeowners searching for work in their own county land on a page about that county, not a generic page with the town name swapped in.
Each county page is generated from U.S. Census data (population and median household income) plus remodeling cost-vs-value figures, and links to a page for every service in that county.
Included in Growth
Visitors see recent reviews from the office near them, and nobody has to copy reviews onto the site by hand.
Reviews come from the Google Places API for each office and are filtered to five stars before they show.
Quoted
Midtown can call and text its leads with a record showing each one agreed to be contacted.
A required consent checkbox is enforced on the server, a TrustedForm certificate from Midtown's own TrustedForm account is kept for every submission, and the exact consent wording travels with the lead into Midtown's CRM.
Included in every plan
Bring your own TrustedForm account (from ActiveProspect) for consent certificates. We connect it to your forms.
Past customers get an email with a personal link that opens a booking page already showing their name, the products they asked about and their nearest office.
Every send is previewed and approved first, goes to past customers by office and job year, honors the CRM's do-not-contact flags and handles unsubscribes. A booked time goes straight into Midtown's CRM as a call-to-confirm appointment.
Quoted
Leads and bookings straight into Midtown's CRM
Every form lead and booking lands in Midtown's own CRM with the consent wording attached, retried automatically if the CRM is busy and never entered twice.
Online booking
Customers pick a day and time from the link in their email, and the appointment goes into the CRM for the office to confirm.
One site for every office
Each office gets its own pages, contact details and reviews, so a homeowner in Atlanta never lands on St. Louis information.
A page for each service in each county
A search for decks in St. Louis County lands on a page about exactly that job in exactly that place.
Cookie consent banner
Visitors choose whether they are tracked, and analytics stay off until they agree.
SMS terms in the privacy policy
Midtown can run text campaigns with the opt-out terms carriers ask for already published.
Contractor licenses by location
Homeowners can check that Midtown is licensed where they live before they call.
News and articles
Midtown has a place to publish company news and homeowner guides that search engines can find.
Google Lighthouse, measured by Untap Web. Higher is better; 100 is the maximum.
| Category | Previous site, mobile | New site, mobile |
|---|---|---|
| Performance | 57 | 99 |
| Accessibility | 87 | 96 |
| Best practices | 73 | 100 |
| SEO | 92 | 100 |
Structured data is a set of labels in the site's code. Visitors never see them, but Google and AI assistants read them to learn who the business is, where it works, when it is open and what it offers. Clear labels help local and map results, and AI answers, describe the business correctly.
| What search engines are told | Why it helps |
|---|---|
| That this is a local business, and what it is calledLocalBusiness | Gives search engines and AI assistants one clear record of the business. |
| The areas it serves: 5 metros, 31 countiesLocalBusiness · areaServed | Helps search engines show the business to people searching in those places. |
| Its rating and review count: 4.3 stars and 3,976 reviewsLocalBusiness · aggregateRating | Lets search engines and AI assistants repeat the business's rating accurately. |
| Individual customer reviews: live 5-star Google reviews per officeLocalBusiness · review | Shows real customer feedback behind the rating, in a form machines can read. |
| That it is veteran-owned and family-ownedLocalBusiness · isVeteranOwned, isFamilyOwned | States ownership facts customers often ask about, in a form AI assistants can quote. |
| Links to its profiles on Google, Facebook, Yelp, BBB and LinkedInLocalBusiness · sameAs | Ties the website to the business's other profiles, so search engines treat them as one business. |
| Each service it offers, as its own entry10 service types for 31 counties.Service | Helps a search for a specific service lead to the page about that service. |
| Where each service is offeredService · serviceArea | Matches each service to the places it is available, so local searches find the right page. |
| Where each page sits in the siteBreadcrumbList | Shows search engines how the pages connect, so results can show a readable page path. |
| The questions and answers on its pagesPer-county FAQ enriched with Census data. AI-extractable rendering.FAQPage | Lets AI assistants quote the business's own answers to common questions. |
| Each article, marked as an article with its headline18 launch articles.BlogPosting | Helps articles appear for questions customers search, with the business credited. |
| Who wrote each article, linked to the businessBlogPosting · author | Shows the advice comes from a real person at a real company, which search engines weigh when judging trust. |
| When each article was published and last updatedBlogPosting · datePublished, dateModified | Lets search engines and AI assistants see how current the advice is. |
Scroll-through recordings of the old and new sites. They play silently on a loop; use the controls to pause.
Untapped (custom) work is scoped and priced per project, for businesses that need more than the standard plans cover. Custom work is reviewed by Chris, who gets in touch to talk it through.