Case Study · Pole barn builder · Mansfield, MO
Nichols Construction: 172 calls in 30 days
A post-frame and pole barn builder based in Mansfield, Missouri, serving Missouri and Arkansas. The site is a large static build with hand-written pages for each city it serves, and it is still being improved.
Project snapshot
Results in the last 30 days
Call and form-fill totals are client-reported figures from website tracking for a recent 30-day period. Results depend on the client, market, budget, site history and measurement period and are not a guarantee of future performance.
The situation
A builder that travels to the customer competes in twenty towns at once. One homepage cannot rank in all of them.
A Cloudflare firewall rule was blocking Google from reading the robots.txt and sitemap, which quietly throttled everything else. A second domain was splitting the authority.
What was built
- Static HTML site (fast, no plugins to break) covering about 20 service-area cities
- 39 hand-written Seymour-area service pages, with the rest of the city pages being deepened in the same way
- Structured data and search metadata across the site
- Cloudflare WAF fix so robots.txt and the sitemap return cleanly to Google
- 301 redirect of the second domain into the main site
- Business relocation from Seymour to Mansfield handled across the site
What made the difference
- Real pages for real towns. The pages that rank are the ones with unique, hand-written content for that town. Templated pages do not.
- Technical blockers first. No amount of content helps while the firewall is serving Google a 400 on the sitemap.
- Consolidated authority. One domain, one set of signals.
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