Case Studies
Every Website Has A Story
Behind every website is a business owner trying to solve a problem.
Sometimes it's a lack of website traffic. Sometimes it's poor search rankings, low conversions, or marketing that feels scattered and inconsistent. My job is to identify what's holding a business back, build a strategy around its goals, and execute the work that creates lasting results.
Below are a few examples of businesses I've helped and the outcomes we achieved together.
Client: Fabulous Sleep Solutions
A baby sleep consulting service that helps exhausted parents improve their baby's sleep through personalized, gentle sleep training.
Located:
Queen Creek/San Tan Valley, AZ
Services
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Digital Strategy Planning
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SEO/GEO
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Conversion Optimization
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Local Search Marketing
The Challenge
The website was not generating leads consistently and had no clear digital marketing strategy in place. Marketing efforts were largely based on trial and error, website traffic was low, and the business was not appearing prominently in search results.
Research also revealed the website was targeting “sleep coaching” rather than the higher-opportunity term “sleep training.” Key services were not clearly showcased, and foundational SEO and conversion best practices had not been fully implemented.
The Approach
We developed a focused digital strategy designed to improve search visibility, clearly communicate the company’s services, and turn more website visitors into consultation requests.
Work included:
"When I came to Heather I was spinning my wheels doing all these things all the time. I’ve hired other SEO people and they were just running things in the background - I was paying them every month and I had no idea what was really going on.
Heather is very communicative, on top of things, highly responsive, and helps you understand things on a level that meets you where you are. Now, after working with Heather, the majority of my leads tell me they found me through Google. "
Christina Fabritiis
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Optimize the website around relevant, high-traffic sleep training keywords
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Create and expand content to better showcase available services
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Reorganize homepage using conversion optimization techniques
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Improve calls to action and the overall customer journey
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Update local citations, directories, and business listings
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Strengthen the website’s foundational on-page and local SEO
The Results
Within four months, website traffic nearly tripled.
The website also began scheduling more consultations each month than during any previous month.
The increase in online visibility has created opportunities beyond website leads, with the owner being approached by local media for podcast appearances and features in online wellness publications.
Christina Fabritiis
Fabulous Sleep Solutions
Client: Master Appraisal Services
A residential appraisal company that provides independent home valuations for homeowners, buyers, lenders, attorneys, and estate planning needs.
Located:
Maricopa County / Pinal County AZ
Services
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Digital Strategy Planning
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SEO/GEO
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Content Writing
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Conversion Optimization
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Local Search Marketing
"If we could give her a 10 star rating it would be more accurate! Heather has saved our business over and over. Creating a presence so we are seen and highly rated. She also manages our web site, blogs and SEO. She is creative and intelligent! We would not be in business without her."
Sherri Leavitt
The Challenge
The company had built a strong reputation through referral partners, but that created an imbalance in the business. Nearly all appraisal work came from third-party referrals, with only about 1% originating directly from homeowners and individuals.
That made the business vulnerable to fluctuations in the real estate market. When home sales slowed, so did referral-based appraisal work.
The company needed a way to consistently generate private appraisal requests from homeowners, attorneys, estate representatives, and others who needed appraisal services directly.
At the same time, website traffic was low, there was little brand recognition online, and the business looked very similar to other appraisal companies competing in the Phoenix market.
The Approach
Rather than focusing solely on rankings, we developed a long-term strategy designed to position Master Appraisal Services as the trusted appraisal expert for Arizona homeowners while creating a website built to convert visitors into phone calls.
Work included:
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Redesigning the website with a modern, professional appearance that immediately builds trust
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Creating clear calls to action encouraging visitors to request an appraisal
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Adding transparent pricing - something rarely offered by competing appraisal firms - and highlighting the owner's more than 30 years of appraisal experience to differentiate the company from less experienced competitors
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Developing dedicated landing pages for each appraisal service based on keyword research and search intent
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Building an extensive homeowner-focused blog that answers common appraisal questions in plain English rather than technical industry language
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Expanding local SEO through city-specific content, local keyword targeting, and business directory optimization
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Improving on-page SEO, site structure, internal linking, and overall user experience to increase search visibility
The Results
The new strategy helped transform the website into a consistent source of direct business. Website traffic increased significantly as the site gained visibility across hundreds of homeowner-focused search terms, while Master Appraisal Services established itself as one of the most recognizable independent appraisal companies in the Phoenix area.
Most importantly, the mix of appraisal work shifted dramatically. Private appraisal assignments grew to 20% or more of overall business, creating a much healthier balance alongside AMC and referral work. This diversification has helped stabilize revenue during slower housing markets while giving the company greater control over where new business comes from.
Today, the website serves not only as an online brochure, but as one of the company's strongest lead-generation tools and a trusted educational resource for Arizona homeowners seeking appraisal information.
Client: Sunset Pool Care
A professional pool cleaning, maintenance, and pool repair company that helps homeowners with reliable weekly pool service and expert equipment care.
Located:
Chandler, Gilbert AZ
Services
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Digital Strategy Planning
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SEO/GEO
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Content Writing
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Conversion Optimization
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Local Search Marketing
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Google Ads / Local Search Ads
The Challenge
This company is in one of the most competitive home service industries in Arizona, but owners didn't have the time to stay on top of the constantly changing world of digital marketing while also growing their business.
"Our pool service and repair company, Sunset Pool Care, has been using Heather for marketing services for almost ten years, she has helped us grow exponentially over that time. The Best!"
Brent Knoll
Their existing website was difficult to update, lacked foundational SEO, and wasn't built to attract organic search traffic. Google Ads were consuming budget with wasted ad spend and missed opportunities. Local business listings were inconsistent, making it harder for potential customers - and search engines - to trust the company's online presence.
They needed a marketing partner they could trust to position the business as a professional, full-service pool company rather than just another "pool guy with a truck."
The Approach
We developed a long-term digital marketing strategy focused on increasing search visibility, improving conversions, and showcasing what truly makes this company different from other pool service companies.
Work included:
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Rebuilding the website on an easy-to-manage platform
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Implementing foundational SEO across the entire website
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Creating dedicated service pages targeting high-value keywords for pool cleaning, repair, leak detection and other specialized services
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Reorganizing page layouts with stronger calls to action and conversion optimization throughout the site
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Developing a comprehensive content strategy with educational blog articles that answer common pool owner questions while naturally guiding readers toward professional help when needed
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Optimizing Google Ads campaigns to improve targeting, reduce wasted spend, and increase qualified leads
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Correcting and standardizing local business listings and citations to strengthen local search performance
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Building trust through Google reviews, customer testimonials, and other forms of social proof that reinforce the company's professionalism, consistency, and expertise
Rather than competing solely on price, the new marketing strategy positioned Sunset Pool Care as the trusted professional choice for homeowners in Gilbert & Chandler looking for reliable service, experienced technicians, and long-term pool care.
The Results
With marketing handled by Now You See Me Marketing, the owners of Sunset Pool Care were able to step away from the day-to-day demands of trying to keep up with the constantly evolving world of SEO, Google Ads, and digital marketing - and focus on growing their business and doing what they love - pool care.
As online visibility increased, lead generation improved significantly.
Demand became strong enough that the company expanded its team by hiring additional pool service technicians to keep up with new customers.