Midtown Home Improvements
“36 Years. 50,000 Projects. Finally, a Site That Matches the Resume.”
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. Their WordPress site was telling a different story, with a 57 mobile performance score, a 9.5-second LCP, and 1,643 KiB of unused JavaScript. The gap between reputation and digital presence was real, and so was the regulatory exposure of a five-state operator generating leads by phone, text, and email. This Untapped-tier custom build closes both. The new Next.js 15 platform 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. Every lead is TCPA-verified, documented with a TrustedForm certificate, and delivered straight into Midtown's custom CRM.
Before & After
The Transformation
Drag the handle to compare the old site with the new build.
Performance
Built to Score. Every Time.
90+ across all four Lighthouse categories on real mobile hardware, not a sandbox.
Google Lighthouse
Mobile Scores
Before
After
In Motion
See It in Motion
Scroll recordings captured on real hardware. Watch how much faster content arrives on the new build.
Compliance
Compliance Engineered In, Not Bolted On
A five-metro operator generating thousands of leads by phone, text, and email cannot afford a consent gap. Every disclosure, certificate, and license lives in the platform itself.
- TCPA consent: explicit disclosure checkbox on every lead form, enforced server-side, consent text versioned in code
- TrustedForm: every submission retains an independent certificate proving when and how consent was captured
- Custom CRM pipeline: leads post directly into Midtown's CRM with the exact TCPA consent language attached to each record
- Dedicated SMS privacy policy with STOP opt-out language for text campaigns
- Property-owner verification checkbox on every submission
- Consent-gated analytics: GA4 loads only after the visitor accepts the cookie banner
- Contractor licenses displayed per location on a dedicated licenses page
- WCAG AA accessibility: 4.5:1 contrast floor, keyboard navigation, semantic landmarks
Local Market Pages
A Local Market Engine, Five Metros Wide
306 location pages generate at build time from U.S. Census data: 31 county hubs and 275 county-level service pages across St. Louis, Chicago, Atlanta, Nashville, and Kansas City.
- Population and median household income pulled from Census ACS data per county
- Remodeling cost-vs-value ROI data per project type
- Every county hub links to its service spokes: decking, roofing, kitchens, and more
- FAQPage schema enriched with county-specific data
- BreadcrumbList and Service schema on all 306 pages
Technical
What Was Built
Pages
363
total pages
incl. 306 county pSEO pages
Structured Data
LocalBusiness- areaServed → 5 metros, 31 counties
- aggregateRating → 4.3 stars · 3,976 reviews
- review → live 5-star Google reviews per office
- isVeteranOwned + isFamilyOwned flags
- sameAs → Google · Facebook · Yelp · BBB · LinkedIn
Service- 10 service types × 31 counties
- serviceArea per county spoke
- BreadcrumbList on every location page
FAQPage- Per-county FAQ enriched with Census data
- AI-extractable rendering
BlogPosting- 18 launch articles
- E-E-A-T: author → Person → Organization chain
- datePublished + dateModified
Technical
- 306 pSEO Pages: 31 County Hubs + 275 Service Spokes (STL · CHI · ATL · NASH · KC)
- 10 Service Pillar Pages across Exterior + Interior
- Census-Powered County Pages: population, income, remodeling cost-vs-value
- TCPA Consent + TrustedForm Certificate on Every Lead
- Direct-to-CRM Lead Delivery with consent text attached
- CIPA-Compliant Consent Banner: analytics gated until accepted
- Contractor License Display per Location
- Live Google Reviews: Places API, per-office, 5-star filtered
- News System: 18 launch articles with BlogPosting schema
- WCAG AA Accessibility: contrast-safe design tokens
- Next.js 15 + React 19 · Mobile CWV: Passed (LCP 1.6s field)
Services Covered
Mobile
Mobile Experience
Live phone-viewport recordings. Most of Midtown Home Improvements’s visitors arrive on a phone; this is what they get.
Untapped Tier · Custom Engagement
Midtown Home Improvements was built on the Untapped tier.
The Untapped tier is a custom engagement for businesses that have outgrown the standard plans: multi-market operators, regulated industries, and builds that need bespoke architecture. Scope and pricing are set per project.
- Custom scope, custom architecture
- Multi-metro pSEO at scale
- Compliance engineering: TCPA, consent, licensing
- CRM and third-party integrations
- Full content and review systems
- Everything in Growth, without the ceiling