01Challenge
Stuck with the CRM's website
The falling out with his web developer left Duran on the template site that came bundled with HousecallPro. Not chosen, not designed for the work — just what was there.
Tree Services · Hillsboro, OR · Web Design, Google Ads & SEO
How Duran Tree Service Went From 25 To 86 Leads A Month
Without spending $1 more on marketing. The CRM's website put a six-to-eight step booking portal between a homeowner and a free quote. We replaced it, and the same traffic started converting at 17.9%.
- Lead Gen Rate
- 6.55%to 17.91%, up, an improvement
- Monthly Leads
- 25to 86, up, an improvement
- Avg. Ranking
- 11.57to 1.86, down, an improvement
The lead generation rate is measured on the client's own analytics, two weeks before the launch against two weeks after, on comparable traffic.
To replicate similar successResponse within 24 hours
About The Client
Duran Tree Service
Duran Tree Service has been removing, trimming and grinding trees across Portland, Hillsboro, Beaverton and Tigard since 2005. Gus started with three employees. The crew is eight today, fully licensed and insured, and takes emergency storm work alongside scheduled jobs.
- Location
- Hillsboro, OR, US
- Industries
- Home Services, Tree Services
- Services
- Web Design, Google Ads, SEO
The Challenge
A website nobody could get a quote out of
After a falling out with his previous developer, Gus was left running the site his CRM provided. It worked as software. It did not work as a way to win a job.
02Challenge
Ad budget going nowhere
The Google Ads spend stayed the same month after month and the leads did not come. The clicks were arriving; the page they landed on could not turn them into calls.
03Challenge
Hard to find outside Hillsboro
Before the SEO work, a scan of Duran's Google rankings across the area. Each dot is a spot on the map, and the number is where Duran showed up there. Top three near Hillsboro; 20th or lower in Beaverton and Portland.
04Challenge
Eight steps to a free quote
The only way to ask for a price was the HousecallPro booking portal: six to eight screens, and then "add to cart" and "checkout" for an estimate that costs nothing. Homeowners assumed they were being charged and left.
05Challenge
No idea where the leads came from
Nothing showed where each lead came from, so Gus thought the marketing was working. Many of the jobs were actually repeat customers and referrals.
What We Did
Put the quote back within reach
The traffic was already there. Everything below was about what happened after the click.
Took the booking portal off the path
A quote request became a short form and a phone number on every page. HousecallPro still runs the jobs; it just stopped standing between a homeowner and an estimate.
A page per service, per city
Trimming, removal, stump grinding and emergency work, each with its own page in Hillsboro, Beaverton, Portland, Tigard, Aloha, Bethany and Forest Grove — so an ad for stump grinding lands on stump grinding.
Proof above the fold
Twenty years, 6,000 trees serviced, 150 emergency jobs, licensed and insured — the reasons to trust a stranger with a chainsaw near your house, before the scroll.
Rebuilt the ads around quality score
Service keywords split out of the city ad groups for relevance, and the landing page experience fixed at the source: PageSpeed went from 55 to 99 on desktop. Better scores, cheaper clicks, less spend for the same work.
The Work
Before and after
The old site described the company. The new one answers the question a homeowner actually arrived with.
01Highlight
The rebuild, side by side
Left, the CRM template: a headline, a paragraph and a booking portal. Right, the rebuild: the services named, the cities listed, the record in numbers, and a quote button that is a quote button.
02Highlight
The new Google Ads campaign, a year later
June 2026, on the campaign we built: 16 conversions, at 71% less per conversion than the 6 the same month a year before, on the campaign Duran ran themselves.
03Highlight
Found across the whole area
After the SEO work, the same scan of Duran's Google rankings. Duran now shows up in the top five on every spot on the map, and first across Hillsboro, Aloha and south toward Tigard and Sherwood.
“Since we first started, what I've noticed is a lot of calls, a lot of leads. We've been getting a lot of work. My stress level has always been high and it's higher now because we got more work — but I love the work. I love how simple it is to work with what they implemented on my website, and the leads are more accurate. They answer questions super quick, and they find the problem and fix the problem quick. I can show my friends actual proof with numbers, the before and after. I was scared, but just take the risk. It's worth it.”
Gus DuranOwner, Duran Tree Service · Hillsboro, OR, USAReady For Results Like These?
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