On-Page SEO

Summary

Client: Philadelphia-based junk removal company
Role: SEO Specialist (On-Page Optimization & Lead Generation)
Services: On-Page SEO, Local SEO, Keyword Strategy, Landing Page Optimization
Tools Used: Semrush, Google PageSpeed Insights, Canva Pro, Figma, Notion

Project Overview

A family-owned junk removal business in Philadelphia specializing in residential and commercial cleanouts, demolition debris removal, and same-day services wanted to improve its online visibility and generate more local leads.

Before this project, they had no dedicated, optimized landing page for their primary service area. My role was to design and build a high-performing service page from scratch — writing targeted copy, structuring the layout for conversions, and optimizing for high-intent local keywords. The goal was to attract more qualified visitors, encourage calls and form submissions, and position the business as a top choice for junk removal in Philadelphia.

The Challenge

The client was competing in a crowded Philadelphia junk removal market without a dedicated, optimized landing page for their main service area. They had no targeted content for their primary keywords, no clear calls-to-action, and no reason for search engines or potential customers to choose them over established competitors.

Even when some visitors found the site through branded searches, slow page speed, generic descriptions, and a lack of localized messaging meant they often left without calling or requesting a quote. The business relied heavily on word-of-mouth referrals, which limited their reach and growth potential.

The challenge was twofold: drive the right local traffic to the new landing page and ensure that once visitors arrived, the page convinced them to take action.

Project Goals

From the beginning, the mission was to build a page that would work as a true sales asset:

Create a dedicated “junk removal Philadelphia” landing page designed to be the primary lead generator for the business.

• Improve local search rankings so the business would show up for high-intent searches from nearby customers.

• Increase the number of leads by making it effortless for visitors to call or submit a booking form.

• Enhance user experience with a fast, mobile-friendly, and visually persuasive layout.

• Deliver measurable results within eight weeks so the business could see a direct return on the SEO investment.

Strategy Overview

My approach was designed to directly connect SEO work to business growth:

1. Keyword Strategy – Using Semrush, I identified high-intent local keywords with strong search volume but moderate competition, focusing on “junk removal Philadelphia” and related service modifiers.

2. On-Page SEO – Built a fully optimized landing page with keyword-rich headings, compelling meta tags, and strategically placed primary and secondary keywords.

3. Conversion Optimization – Designed clear call-to-action sections, click-to-call buttons, and inquiry forms in Canva Pro and Figma to encourage immediate contact.

4. Local Relevance – Wrote geo-targeted copy that highlighted service areas and reinforced local trust.

On-Page Optimization

To maximize visibility and engagement, I implemented a complete on-page SEO framework combining technical best practices with conversion-focused design. The landing page included:

• Keyword-rich title tags and meta descriptions.

• Clear H1–H3 hierarchy for relevance and readability.

• Optimized images with descriptive file names, alt text, and fast-loading sizes.

• Strategic internal links guiding users toward CTAs.

• Clean, descriptive URL structure.

• 1,200+ words of original, keyword-optimized content at a natural 2–3% density.

Performance, Local & Conversion Optimization

To improve both search visibility and user conversions, I implemented a set of technical, local, and trust-focused enhancements. The goal was to create a landing page that loads fast, ranks well for location-based searches, and converts visitors into leads. Key improvements included:

• Mobile-friendly design for all devices and fast loading speeds.

• Page speed gains with compressed assets and optimized hosting.

• Local SEO targeting using geographic keywords and service area details.

• High-impact CTAs placed strategically for maximum conversions.

• Trust signals including licensing, testimonials, and guarantees.

• Semantic keywords to strengthen topical authority.

Results

Within weeks of launching the optimized landing page, the client reported a 68% increase in local leads compared to their previous setup. They also noticed a significant rise in phone inquiries, particularly from the “Call Now” button on mobile devices.

These improvements were supported by:

• Clear, high-contrast call-to-action buttons placed in multiple strategic locations.

• Mobile-friendly click-to-call functionality to reduce friction.

• Above-the-fold contact information for immediate visibility.

• Optimized page structure, keyword targeting, and loading speed that helped the page rank for high-intent local searches.

While the lead and call increases were reported by the client, the correlation between these results and the on-page SEO/CRO changes suggests a strong positive impact from the new design and optimization work.

Key Highlights

Within months, the site evolved from no search visibility to ranking for high-intent “service + location” keywords. Optimized service pages, faster load speeds, and a fully responsive design improved user experience across all devices. Strategically placed, localized CTAs drove measurable gains in qualified leads and conversions.

Key Learnings

This project showed the impact of aligning content, structure, and design with both user intent and search engine requirements.

By placing primary and secondary keywords in the right areas, structuring headings logically, and crafting meta descriptions that encouraged clicks, the page gained stronger local search visibility.

Adding clear calls to action ensured that more visitors turned into actual leads. The main takeaway is that on-page SEO works best when every element of the page guides the visitor toward finding value and taking action.