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Case Study · Home Services

How Holiday Lighting of Rochester's New Website Turned Search Traffic Into 39 Form Submissions

Holiday Lighting of Rochester has installed permanent and holiday lighting for homes and businesses across Greater Rochester, NY since 2023. SmartHubb redesigned their website and built it for search from the ground up. Since tracking began on the new site, organic search has brought in 258 visitors and 39 form submissions, with 1 in 8 of those visitors reaching out.

  • Greater Rochester, NY · 10 Service Areas
  • Permanent & Holiday Lighting
  • Results: Sep – Oct 2026
  • Website Redesign · SEO
  • Visit the Live Site
39
Form submissions from organic searchGoogle Analytics
12.4%
Of organic visitors submitted a formAbout 1 in 8
258
Visitors from organic search43% of all site visitors
6.62K
Appearances in Google searchSep 8 – Oct 20, 2026
The Challenge

Beautiful Work That Needed to Be Found on Google

Holiday Lighting of Rochester has been lighting up homes across Greater Rochester since 2023. Most homeowners start with a Google search, and they search for something specific: permanent lighting in Fairport, or Christmas light installation in Greece.

So the plan was a new website with a page for every service and every town they cover, a gallery of real installs, and an estimate request one click away throughout the site. Then track every form and phone tap, so the results are clear.

The Goal
  • Show up on Google for every lighting service they offer
  • Reach homeowners in every town across Greater Rochester
  • Show real installs so homeowners can picture their own home
  • Turn visitors into estimate requests and phone calls
  • Track every form submission and phone tap
The Result
  • Dedicated pages for all 8 lighting services and 10 service areas
  • 6.62K appearances in Google search from Sep 8 to Oct 20
  • 258 organic visitors, 43% of everyone who visited the site
  • 39 form submissions and 10 phone taps from organic visitors
  • 12.4% of organic visitors submitted a form, about 1 in 8
Our Approach

Built to Rank, Built to Convert

We rebuilt the site from the ground up with two jobs: get found on Google, and turn the people who find it into estimate requests.

  1. Phase 1

    A Redesign Built Around the Estimate Request

    "Request an Estimate" buttons sit in the header and throughout every section, next to a click-to-call number and an embedded estimate form. Trust signals sit right where visitors decide: Certified Bosso Dealer status, a 10-year product warranty, a 2-year labor warranty and a 4.9-star Google rating.

    Web DesignConversion DesignLead FormsTrust Signals
  2. Phase 2

    A Gallery Homeowners Can Filter

    Past installs are organized into a gallery visitors can filter by accent, gameday, holiday and security lighting, so homeowners see the result on real homes before they ever reach out.

    Project GalleryVisual ProofUX
  3. Phase 3

    SEO for Every Service and Every Town

    A dedicated, search-optimized page for each of their 8 services, from permanent holiday and accent lighting to LED retrofits and smart automation. Plus pages for 10 service areas: Brighton, Canandaigua, Fairport, Farmington, Greece, Hilton, Honeoye Falls, Irondequoit, Victor and Greater Buffalo. A cost guide answers the first question most homeowners ask.

    On-Page SEOService PagesService Area PagesContent
  4. Phase 4

    Tracking From Day One

    Form submissions and phone taps are tracked as separate events in Google Analytics, with Search Console connected, so every lead can be traced back to where it came from.

    Google Analytics 4Search ConsoleConversion Tracking
The Results

Fall 2026. Real Numbers.

These figures come straight from Holiday Lighting of Rochester's own Google Analytics and Search Console. Tracking on the new site began in early September 2026, and each panel shows its source and date range.

Leads From Organic Search

GA4 · Through Oct 23
49form submissions and phone taps
Form submits 39
Phone taps 10

32 different visitors sent a form. That's 12.4% of everyone who arrived from organic search, or about 1 in 8.

Organic Search Traffic

GA4 · Through Oct 23
258
Organic search visitors
43%
Of all site visitors
701
Page views
2.7
Pages viewed per visitor

Visitors are counted by where their first visit came from, so returning visitors aren't counted twice.

Google Search Visibility

Search Console · Sep 8 – Oct 20
6.62K
Appearances in Google search
99
Clicks from Google search

Search Console counts clicks from Google's web results only, up to Oct 20. Google Analytics also counts other search engines and runs to Oct 23, so its organic numbers are higher.

Key Takeaways

What This Case Study Shows

Holiday Lighting of Rochester's first weeks on the new site show what happens when a website is built for search and for leads at the same time.

Build for Search From the Start

The site launched with a page for every service and town, and it appeared in Google search 6.62K times between September 8 and October 20.

Make the Next Step Easy

With estimate buttons, a form and click-to-call throughout the site, 12.4% of organic visitors submitted a form.

Let the Work Sell Itself

Lighting is a visual purchase. A gallery of real installs, filterable by style, lets homeowners picture the result before they call.

Count Every Lead

Forms and phone taps are tracked separately, so it's clear exactly how many leads search is bringing in.

Want a Website That Brings In Leads Like This?

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