How a Construction Company Fixed Its Website and Started Climbing in Search

This is a construction services company in the South East. The site looked professional, but fewer than 1% of the people who saw it in Google's results clicked through, and its average ranking sat on page six.

What Was Broken

• 100% of click-to-call buttons dialled a dead number

  • A customer tapping "call" on their phone reached nobody.

• The phone number in Google's business data was a login username

  • Google was reading the wrong contact details.

• Tracking code pasted into the wrong settings field

  • Raw code showed on every page, and the analytics had never recorded a visit.

• Page caching switched off

  • The server took up to 3.1 seconds just to start responding.

• Images uncompressed

  • Slow pages, especially on mobile.

  • Images are now 32% smaller on average.

All of it was fixed before any keyword work began.

Making It Readable to Google and AI Search

ChatGPT, Perplexity and Google's AI Overviews now answer questions directly and name businesses in the answer. Structured data is how a website tells them what it does and where: a labelled layer in the page code listing the services, the area covered and the questions customers ask. The site had none.

• FAQ and Service markup

  • Added to 100% of service pages.

  • Answers taken word for word from the page.

• Google Rich Results Test

  • Valid results up 100%.

  • No errors.

• Google's AI readability check, mobile

  • 0% → 67%.

• Titles and descriptions rewritten from real search data

  • Updated across 57% of the site's pages.

• Overall SEO score

  • Up 19%.

The homepage was left alone. It already ranked second for its main term.

One Dashboard for Everything

The figures that show whether SEO is working live in five places: Google's search data, the SEO plugin, the speed test, the Rich Results Test and the page code. Checking all five every week takes time, so a quiet break can go unnoticed for months.

Everything was pulled into one custom dashboard, measured against the baseline taken before any work began. Each run reports only what has changed, so a plugin update that undoes weeks of work gets caught the same week.

What Changed

• Clicks from Google

  • Up 433%.

• Click-through rate

  • Up 263%.

• Search impressions

  • Up 49%.

• Keywords the site ranks for

  • Up 23%.

• Average ranking position

  • 9% higher.

• Server response time

  • Over 80% faster.

Click-through rate nearly quadrupled at similar positions. That is the rewritten titles doing their job. Five location searches outside the company's home area each moved more than 70% closer to the top of the results.

What It Does Not Prove Yet

These are early figures. Google takes four to eight weeks to settle after changes like these, and the site was already creeping upward before the work began.

The climbing location searches sit on pages two and three, and none has reached page one yet.

Google also stopped showing FAQ drop-downs under most results in 2023, so the FAQ markup here is aimed at AI search tools.

The dashboard will show whether the trajectory holds.

TUSTRA helps businesses see what their systems are actually doing, then fix the parts that cost them work.