Client Case Study
A Fireman’s Chimney Sweep
A new website that hit page one in its first month, for a company that had never measured anything. Firefighter-owned, based in Emmett, Idaho, serving Boise and 27 surrounding towns.
By Aaron Husak · Published July 7, 2026
Engagement: website rebuild, local SEO, Google Business Profile management, review management, analytics
Where they started
Bryan runs a chimney company built on reputation: 367 Google reviews at a 4.8, earned one fireplace at a time. His website did not match the business. It was a dated template site, and in all the years it had been up, nothing had ever been measured. No analytics. No conversion tracking. No way to know if the website produced a single job.
That is more common than most contractors think. The phone rings, the trucks stay busy, and nobody can say which dollar of marketing did it.
What we did
We rebuilt the site from scratch and treated the launch like a migration, not a redo. Every page of the old site that had standing in Google got a permanent redirect to its replacement, so the rankings the business had earned were carried over instead of thrown away.
The new build: a page for every service, a page for every one of the 28 towns Bryan actually serves, written with real local detail instead of copy-pasted templates. Mobile performance went from a 56 to an 87 on Google’s own Lighthouse test, because a chimney customer on a phone does not wait ten seconds for a hero image.
Then we turned the lights on: analytics, call tracking, and form tracking wired from day one, so every lead has a source. When Bryan asked for the service-request form to require the customer’s address so he could quote accurately on the first call, it was live the same day.
What happened
Within three weeks of launch, Google had the new site on page one for the searches that matter to this business: chimney cleaning, chimney inspection, and chimney sweep terms in the Boise area. Across its first full month, the site averaged position 5.8 for every query it appeared on, and Google showed it in results more than 8,000 times.
We will be straight about the volume: chimney work is seasonal, and summer is the quiet season. The clicks in month one were modest, and anyone who promises otherwise in June is selling you something. What the first month proved is position. The site enters the busy season ranking, indexed, and measured, which is the entire point of building in the off-season.
Service requests now come through the site with everything Bryan needs to quote, and he can see where each one came from.
The Takeaway
You do not need a decade of SEO history to rank.
You need a technically clean site, pages that reflect the real business, a launch that protects what you already earned, and measurement from day one. Reputation did the rest here, because 367 Google reviews at a 4.8 were always the strongest asset this company had. The website finally caught up to it.
Ready for a website that earns its keep?
Every number in this case study comes from the client’s own Google Search Console, Google Business Profile, and Lighthouse tests, not from an agency dashboard. Review count and search positions verified July 7, 2026. Published with the owner’s permission.