REBUILDING A NATIONAL HOME SERVICES WEBSITE FOR SEARCH AND AI VISIBILITY

A national multi-unit residential home services company served homeowners from dozens of local branches across many states, with location, city, state and service-area pages for every market. At that size the site runs on shared templates, so the quality of those templates decides how every page performs. Alan Morgan Group rebuilt the WordPress theme behind the site and completed more than 220 technical SEO, performance, content and user experience improvements.

INDUSTRY National multi-unit residential home services, skilled trades FOOTPRINT Dozens of local branches, multiple states PLATFORM WordPress TIMELINE Engagement began November 2025; rebuilt theme live mid-July 2026; figures run through September 2026 SCOPE 220+ completed improvements across 9 workstreams

THE CHALLENGES

A LARGE SITE WHERE SMALL PROBLEMS MULTIPLY

A site this size depends on its underlying theme. A flaw in one template repeats across hundreds or thousands of URLs at once, so fixing pages one at a time never keeps up with the site.

01. Theme-level problems at national scale Every structural defect was inherited by every page the template produced. Page-by- page remediation would have been outrun by the site's own growth.

02. Local search in every market Every branch competes in its own local results. Location, city, state and service-area pages needed a consistent structure search engines could crawl, index and understand.

03. Performance and mobile experience Layout shift, font and script loading and inconsistent responsive layouts were holding back Core Web Vitals and the experience for mobile visitors.

THE SOLUTION

A COMPLETE WORDPRESS THEME REBUILD

This went beyond a visual redesign. The technical framework behind every major page type and component was rebuilt: global header and navigation, location pages, state and city templates, service-area pages, blog posts and archives, author and category pages, search results, paid landing pages, reviews, FAQs, forms and calls to action, while keeping the functionality a large national site requires.

Rebuilding at the theme level meant improvements applied across the whole site at once instead of page by page. That is also what makes them hold: new pages built on the rebuilt framework inherit the work rather than needing it applied.

SEO Cleaner markup, better metadata and heading structure, stronger canonical handling, improved crawlability.

PERFORMANCE Improved asset loading, reduced layout shift, better font handling, cleaner CSS and JavaScript.

USER EXPERIENCE Consistent layouts, better responsive behavior and mobile presentation, more predictable navigation.

SCALABILITY New locations, services, articles and landing pages built on one consistent framework.

MAINTAINABILITY Future changes happen at the template or component level, not page by page.

SCOPE OF WORK

220+ IMPROVEMENTS ACROSS NINE WORKSTREAMS

01 Theme and template redevelopment Full theme rebuild and migration of major templates and reusable components, live mid-July 2026.

02 Technical SEO remediation Canonicals, metadata, redirects, sitemaps, crawlability, indexation, headings and internal links.

03 Local SEO and location infrastructure Location, city, state, service-area and local navigation systems for national local search.

04 Blog and content infrastructure Posts, archives, authors, categories, tags, search results, related content and FAQs.

05 Performance and Core Web Vitals Layout shift, fonts, CSS and JavaScript, asset loading, images and caching.

06 Mobile and responsive UX Spacing, breakpoints, navigation, typography, calls to action, sliders and forms.

07 PPC landing pages Paid search landing pages rebuilt with tracking and conversion components preserved.

08 Analytics and testing infrastructure Tag management, analytics loading, A/B testing and feature flag tooling.

09 Structured data and search presentation Structured data, FAQ markup, metadata placement and HTML structure.

THE RESULTS

GROWTH IN SEARCH AND AI VISIBILITY

Google generative AI impressions are Total impressions in Google Search Console's Generative AI features report (beta), three-month comparison view, retrieved 17 September 2026; the report compares the last three months with the three months preceding them and does not print calendar boundaries. Organic search clicks and impressions come from Google Search Console Insights, three-month view, retrieved 17 September 2026; the after figures are as reported and the before figures are derived from them and the stated percentage change. Organic search users, active users and sessions compare January 1 to April 30, 2026 with May 1 to September 16, 2026; the second window is roughly two weeks longer than the first and covers a higher-demand season for this trade. The engagement began in November 2025, so the January figures are partway through the work rather than a pre-engagement baseline. The rebuilt theme went live in mid-July 2026, roughly a quarter of the way into the three-month window the Search Console figures describe, and the period they are compared against is entirely pre-launch, so those figures understate the post-launch effect.

Two systems, one answer. The 18.4% is an analytics platform counting users. The 18% clicks figure is Google's own search console counting clicks. Different tools, different definitions, half a percentage point apart. Clicks also rose while impressions stayed flat, which means the same search visibility now converts into roughly 19% more visits.

What the search program is credited with. Organic search users account for roughly 12,800 of the 1.77 million additional active users. The larger traffic figures are reported because they are part of the picture, not because this work produced them. Alan Morgan Group does not attribute site-wide traffic growth to the search and theme program, and the organic figures do not support doing so.

WHAT IT MEANS

The value here is not the number of tickets closed. The company now runs on a cleaner, faster, more consistent framework, so new locations, services and content can be added efficiently and arrive already carrying the structural work. The improvement holds as the site keeps growing, which is the argument for fixing the template instead of the page.

IS YOUR WEBSITE HOLDING BACK YOUR SEARCH VISIBILITY?

Alan Morgan Group fixes the foundation and the details together, so every improvement carries across the whole site.

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