The franchise had the brand. Mike’s team had the reputation.

GoliathTech of WNY is the Western New York franchise of GoliathTech: a dealer for the brand’s helical screw piles and a certified installer of them.

It had about 20 years of field experience and real credibility on job sites, but its online presence didn’t show it.

The old website focused on the parent manufacturer rather than the local team actually serving customers in Western New York. As a result:

• local prospects were not converting efficiently

• some visitors ended up contacting the parent company first

• competitors often looked stronger online

• the company’s own experience and local expertise were underrepresented

They needed more than a redesign. They needed clear local positioning.

The business had three core issues:

1. Weak local identity. Visitors couldn’t immediately tell that this was the Western New York installation team.

2. Product over service. The site talked more about screw piles than about what customers actually buy:

• installation

• project planning

• local expertise

• dependable execution

3. Friction in the customer journey. Visitors had no clear next step. Many businesses lose leads not because of price, but because getting in touch feels unclear or inconvenient.

We repositioned the business as what it really is:

A trusted local foundation installer backed by a proven national brand.

That required improving:

• Brand clarity

• Local trust signals

• Conversion flow

• SEO visibility

• Customer confidence

We refined the logo to emphasize WNY while keeping the parent brand’s recognition and color palette. It now says two things at once:

• backed by a larger established company

• proudly local and regionally accountable

We rebuilt the messaging throughout the site.

We shifted the story from what the product is to the problem the installer solves.

We designed a clean, modern website that immediately positions the company as the installer for Western New York.

UX priorities:

• trust at first glance

• easy mobile browsing

• simple service understanding

• clear navigation

• fast quote requests

Conversion upgrades included:

• clear calls to action throughout the site

• clear contact opportunities on every major page

• service-focused page layouts

We added a project inquiry form where visitors describe their:

• project type

• timeline

• site conditions

• scope
• budget range

This gave the installer better-qualified leads and less back-and-forth.

We added project case studies so prospects can see real, completed work. In construction and installation, it’s one of the strongest ways to build trust.

People want to know one thing: have you done work like mine before? Now the answer is right there.

We moved the site from its old hosting to a modern platform with redirect planning, legacy URL handling and domain continuity, so old links never landed on 404 pages and existing search value was kept.

Then we optimized it so nearby prospects find the company when they search for these services:

• relevance for Buffalo and Western New York
• service keywords and page hierarchy
• metadata, technical SEO structure and internal linking
• mobile, performance and image optimization

The goal: show up where buying decisions start, in Google local search.

Immediate wins

• Clear local installer identity

• Stronger first impression

• Easier quote requests

• Better user journey

• Higher trust through case studies

• Modern mobile-friendly experience

Business impact

Instead of losing prospects to confusion or competitors, the company now presents itself clearly and professionally as the local team customers need.

• Brand positioning
• Website design
• Conversion strategy
• Copywriting
• SEO
• Case study development
• Migration and redirects
• Lead form UX