Adept Renovation and Painting Inc.
Google PageSpeed score went from 40 to 95. Load time dropped from 8.6 seconds to 2.4. The quote form was redesigned to route by service, and the site was rebuilt for AI search, without touching the perfect 100 SEO score.
An established renovation company with a site that was costing them leads every day
First, we want to thank Adept Renovation and Painting Inc. for letting us share this case study. They are an established renovation and restoration contractor serving homeowners across the GTA. Their crew does excellent work, but the site wasn’t reflecting that.
A Google PageSpeed score of 40/100 meant every visitor was waiting nearly nine seconds to see anything useful. The quote form wasn’t segmented by service, so every inquiry became a triage exercise. And the site was invisible to AI search tools that were already routing homeowners to competitors.
We rebuilt from the ground up, preserving their perfect SEO score while fixing everything else.
- Industry
- Home renovation & restoration
- Location
- Greater Toronto Area
- Work done
- Full rebuild, GEO, AI-readiness
The first five seconds decide whether a homeowner stays or leaves
The contractor, the crew, and the quality of work didn’t change. The old homepage was losing jobs before anyone picked up the phone, because a homeowner who can’t find what they need in the first scroll goes back to Google.
CTA above the fold - The old hero buried the quote-request button below a full-screen image. The rebuild puts it in view before a visitor scrolls a single pixel. The moment they arrive is the moment they can act.
Trust signals that close the gap - Licensed, insured, WSIB covered: stated in the hero, where a homeowner sees them immediately. For someone letting a crew into their home, those credentials are often what decides whether they call.
Colour contrast & design accessibility - The old site failed WCAG contrast checks. Text was hard to read for visitors with low vision or colour-perception differences, including anyone using a screen reader. The rebuild scores 100/100 on Accessibility.
Visual hierarchy that guides the eye - Clear typographic scale, whitespace, and a single dominant action per screen section replace the cluttered, competing-for-attention layout. Every element either builds confidence or moves a visitor toward the quote form.
Drag to see the transformation
Rebuilt for organic search, AI Overviews, and AI recommendations
Service pages are where most contractor sites quietly fail at three different things at once: they don’t rank well organically, they give search engines nothing to pull into a featured snippet, and they’re structurally unreadable to the AI tools now answering “find me a kitchen renovation contractor near me” before a human ever clicks a link. The rebuild treats all three as one problem.
↕ Scroll to explore
The old service pages (kitchen, bathroom, basement, drywall) were single, undifferentiated scrolls: a hero image, a paragraph of marketing copy, a photo grid, and a CTA. The structure gave search engines and AI tools nothing to extract, because there were no scannable headings, no FAQ sections, and no step-by-step process. Every page was also structurally identical, giving Google no reason to treat them as distinct answers to distinct queries.
↕ Scroll to explore
Every service page now follows a repeatable structure that works for traditional GEO and for AI search.
Breadcrumb navigation - Home → Services → Kitchen renovations: reinforces site hierarchy, topical relevance, and gives AI crawlers an explicit signal of where the page sits in the service taxonomy.
Intent-matched H1 - "Kitchen renovations - layout, cabinetry, countertops, and every finish" instead of a vague hero headline. This is the line most likely to get pulled directly into an AI-generated answer.
"What's Included" scope list - Demolition, layout changes, cabinet install, plumbing, tile, countertops, paint: written as discrete, citable facts rather than buried in paragraph copy. This is the format featured snippets and AI answers favour.
Numbered "How It Works" process - Site visit, fixed-price quote, demo, cabinets & surfaces, finishing: doubles as HowTo-schema content and answers the "what's the process like" query pattern directly.
Embedded testimonial with named author - Real-world social proof. AI search tools prefer specific, attributable quotes over generic marketing claims when deciding what to recommend.
Dedicated, filtered portfolio per service - Reinforces topical depth and gives Google (and AI crawlers) image-and-context pairs specific to that service, rather than one generic mixed gallery.
Unique H1s, structured headings, and internal linking between distinct service pages let each one independently rank for its own keyword cluster instead of competing with itself.
Short, factual, list-based content blocks that Google's featured snippets and AI Overviews can extract cleanly. Vague paragraph copy almost never gets pulled into a snippet; scoped bullet lists and numbered steps routinely do.
AI assistants weight clear, self-contained, attributable statements over marketing prose when constructing an answer; they're more likely to cite a source that's unambiguous about what it offers, to whom, and how the process works.
The old pages were optimised for nothing in particular. The new ones are structured so the same content simultaneously ranks better in classic search, gets pulled into AI Overviews and featured snippets, and gets recommended by name when a homeowner asks an AI assistant who to call. Three channels, one build.
From one undifferentiated form to a two-step quote flow
The contact page is where a homeowner either submits a quote request or goes back to Google. The old one sent most of them back.
↕ Scroll to explore
The old contact page buried its single form under overlapping, hard-to-read header text: “Home Renovation & Home Painting Specialists” stacked directly on body copy with no contrast separation.
One long form asked for first name, last name, email, phone, service type, and project details all at once. A visitor had to commit everything before knowing what to expect.
The form had no service segmentation, no area map, no social proof, and no indication of response time. A $1,500 paint touch-up and a $50,000 basement renovation funneled through the same undifferentiated form.
↕ Scroll to explore
The new contact page opens with “Free estimate, clear answers, no pressure” and states the response time (48-hour written quote) immediately.
The form is now a two-step flow: “Which service do you need?” is the entire first ask, framed as taking “under a minute.” After selecting a service, the visitor sees the full form, with a “← Change service” link to go back.
Service-area map - Removes "do they even cover my area?" hesitation before it becomes a reason to leave.
What to Expect checklist - 1-business-day response, free on-site assessment, written fixed-price quote within 48 hours, no obligation: answers the unspoken anxiety every first-time enquiry has.
Audience segmentation - Separate callouts for Homeowners, Designers & Realtors, and Property Managers. Each visitor sees the version of the page that speaks to their specific concerns.
Testimonials on the contact page itself - Reinforces trust at the exact moment of highest hesitation: right before someone commits their contact info.
Every one of these changes targets the same metric: form-start to form-completion rate. Splitting the ask, showing the timeline, mapping the service area, and putting proof next to the form all reduce the friction of reaching out. Adept gets more completed quote requests from the same number of visitors.
Quality scores across every Lighthouse category
Lighthouse measures five categories. Adept gained ground in four of them and held a perfect score in one. Search visibility and speed improved together.
The Accessibility jump to 100 wasn’t cosmetic. The old site failed on insufficient colour contrast and headings out of sequential order, both real barriers for visitors using screen readers or other assistive technology.
Agentic Browsing is a brand-new Lighthouse benchmark. Adept scores a perfect 3/3. Most competitors haven’t heard of it yet. First-mover advantage: structural visibility in AI search that takes time to build.
Performance
Accessibility
Fixed colour contrast + heading order: actual barriers for assistive-tech users.
Best Practices
SEO
Maintained through the rebuild.
Agentic Browsing New
AI-readiness - not measurable on the old site.
Speed and performance: from a D to an A
Largest Contentful Paint
8.6s
2.4s
3.6× faster
First Contentful Paint
3.5s
1.0s
3.5× faster
Total Blocking Time
1,250ms
140ms
89% reduction
Speed Index
5.2s
2.4s
2.2× faster
Long main-thread tasks
15
3
80% fewer
Unused JavaScript
466 KiB
125 KiB
73% reduction
How each change affects Adept’s quote requests and booked jobs
Faster site = fewer abandoned visits.
Every second of load time is a homeowner who might not wait. Going from 8.6 s to 2.4 s LCP directly protects ad spend and organic traffic from being wasted on a page nobody sticks around for.
Segmented quote flow = fewer mismatched estimate requests.
Routing by service before contact details means Adept's team spends less time on the wrong jobs and more on the right ones.
Trust signals up front = more quote requests from the same traffic.
A higher percentage of existing visitors turn into quote requests.
AI-readiness = visibility competitors don't have yet.
When homeowners ask ChatGPT or Perplexity for a bathroom renovation contractor near them, Adept's site returns clean, extractable answers: Service schema per trade, geo-tagged service areas, FAQ blocks answering exact query patterns, and citable review snippets with author attribution. The rebuild created that gap before most local competitors knew the standard existed.
100/100 SEO: performance and findability moved together.
None of these gains came at the cost of search visibility. Adept's SEO score stayed at 100 through the entire rebuild.
Want to understand the methodology behind these results? See how we work - AI Search & GEO →
A homeowner in your city asked ChatGPT who to call.Did they find you?
Performance data sourced from Google PageSpeed Insights and Lighthouse audit reports run against the live production builds. Metrics reflect lab conditions at time of testing; real-user figures may vary. Page reviewed: June 2026.