How Rebranding Took This New Excavating Contractor To The Top Of Google

Crush Excavation, Excavating Contractor And Landscaper In Bennett, Colorado

The Background

Charles Rush joined Contracting Empire in November 2022. He was working in law enforcement and doing construction projects on the side. He had a clear goal: transition away from the job to only running the business within 3 years.

At the time of joining us, his business was called “Rprecision Industries,” and had no brand recognition whatsoever.

Another challenge that he had was that he couldn’t be found online at all.

He was relying on traditional methods like local newspaper ads and word-of-mouth referrals — understandable given that his budget didn’t allow for big marketing spending.

But here’s the thing: the world has shifted to online.

Digital platforms now have a far wider reach than print ever could. Most people, including potential customers, now turn to their smartphones and the internet to find services. And Charles needed to embrace the digital revolution to stay in the game.

His goal was ambitious: to build his own business, have a team, and make it his main source of income. But he faced significant roadblocks:

Simply having a website isn’t enough if people can’t find you. It’s like having a beautiful store in the middle of nowhere. In the digital world, you need to be seen to succeed.

That’s where we stepped in for Charles.

We tackled his challenges head-on and turned things around. He went from barely getting noticed to becoming the top choice in his area.

Let’s dive into how we helped Charles turn things around and capture the opportunities he deserved.

The Challenges

Online marketing involves a lot of moving pieces and we’ve helped Charles with a few of those. We worked on his branding, his Google Business Profile, and his website, amongst other things.

Not Being Found Online

Think of your Google Business Profile as one of your first points of contact with a potential customer.

When homeowners search for contractors, they turn to Google, looking for businesses with good ratings, reviews, and clear information.

A well-optimized GBP means your business is ready to be chosen.

But optimizing a GBP isn’t just about filling in the basics. It involves fine-tuning every detail — from choosing the right categories and adding relevant keywords to keeping your information accurate. This is where most businesses fall short.

At Contracting Empire, we know exactly how to make your GBP work for you.

We understand how to align every element so that Google sees your business as relevant, trustworthy, and ready to serve.

That makes it easier for potential clients to find you.

More visibility -> more website traffic -> more leads -> more money.

Indescriptive Brand Name

When Charles first came to us, his company was named “Rprecision Industries.” A name like that doesn’t tell anyone what the business is about. It’s vague and doesn’t connect with the services he offers.

We helped Charles rebrand to “Crush Excavation“, a name that clearly communicates his core service—excavation. This instantly resonates with potential customers looking for excavation contractors in his area.

A clear, descriptive name also helps Google understand what the business is about, which boosts its chances of appearing in relevant search results. When people search for excavation services, “Crush Excavation” stands out as exactly what they need.

At Contracting Empire, we know how to build brands that not only connect with your audience but also improve your visibility online. We make sure your brand speaks for itself, making it easier for customers to find you and for Google to rank you higher.

No Website

When you have a brick-and-mortar store, people can always walk in, check out your products, ask you questions, and get an opinion on whether or not they want to buy from you.

A website is like that, but better, because it can reach more people in a wider area without all the costs of running a physical location.

In today’s digital age, having a professional website is a basic expectation for any legitimate business. A well-designed website instantly establishes credibility, trust, and professionalism in the eyes of potential clients.

Your website works for you 24/7, allowing potential customers to learn about your services, view your work, and get in touch — all on their own schedule, from the comfort of their homes.

Our websites aren’t the cheapest, but that’s because they’re built to perform. We’ve worked with some of the world’s top conversion specialists and consumer psychology experts to create a framework that gets homeowners to contact you – and we’re constantly tweaking it to make it better.

Every part of your website is carefully designed to convert visitors into leads – from the photos and bullet points to the questions we answer. Our goal is to guide visitors smoothly through the process and eliminate any doubts they might have. This makes it easy for them to take the next step and request a quote.

Underbudgeted Marketing

Marketing isn’t just an expense; it’s an investment in your business’s growth. Without it, you limit your potential to reach new clients and expand your market presence.

Dedicating at least 5% of your budget to marketing is essential for steady growth. This investment with the right partner keeps your business visible, attracts high-quality leads, and drives more revenue. A strong marketing strategy positions your business as a market leader, helping you stand out from competitors and achieve long-term success.

But here’s the key: marketing shouldn’t come out of your pocket.

Instead, include your marketing costs in your project pricing so you’re always covered.

For example, if you spend $5,000 a month on marketing and land 10 new clients from those efforts, that means each client only needs to cover $500 of that cost.

By spreading the expense across multiple projects, your marketing is no longer an extra burden—it becomes a natural part of running your business. This way, you’re not paying for growth out of pocket, and you can focus on growing your business with smart investments that pay off.

The Strategy

To build Charles’s action plan, we focused on his strengths, goals, and the competitive market he was in. At first, Charles positioned himself as a general contractor for home and land improvement, but we saw an opportunity for him to specialize.

Specialization is powerful. By narrowing his focus to hardscaping and excavation, he could stand out in a crowded market and become the go-to expert in his field.

We created a robust keyword strategy around outdoor work and excavating services. By targeting high-intent keywords that homeowners search for, we made sure Charles’s business appears right when they are actively looking for the services he offers. High-intent keywords are the specific words and phrases homeowners type into Google when they need a contractor.

From the start, we performed an in-depth market analysis to gather valuable data and insights — a $2,500 value included at no extra cost.

Sometimes, we tell it like it is. Whether it means spending more on ads or putting extra effort into getting customer reviews, everyone has a role to play, including you. This is a partnership, and both sides need to do their part to achieve the best results.

Next, we tackled his website. Knowing the right keywords isn’t just about ranking higher on Google; it’s about connecting with your audience, addressing their needs, and positioning your business as the solution they’re searching for.

A website that speaks the language of both customers and search engines earns Google’s trust and climbs the ranks. As Charles’s website moved up, his business became more visible, leading to more traffic, more leads, and more revenue.

Now, let’s look at what we made possible for Charles in his highly competitive market.

The Results

Solid Website Ecosystem

When potential clients in Charles’ area search for hardscaping, excavation, or outdoor work, they use specific keywords and phrases. Our job is to identify the most profitable services and build a keyword ecosystem that makes his website rank.

A keyword ecosystem is a carefully selected set of words and phrases representing your core services, target audience, and location. And that’s exactly what we did for Charles.

Now let’s talk about what really matters: having a website that’s built well from the get-go.

Your website is like a 24/7 salesperson working to attract, engage, and convert visitors into leads and customers. Like a skilled salesperson, your website needs to say the right things to win over your audience.

That’s where conversion-focused design comes in. We don’t just make websites look good; we build them to guide visitors through a journey with one clear destination: the “Contact Us” button.

And it starts with trust. Your website should instantly show your expertise, highlight your best projects, and feature testimonials from happy clients. Trust is the foundation, but it’s not enough on its own.

You also need to keep visitors interested long enough to see how you can help them.

That’s where a strategic layout, compelling copy, and eye-catching visuals come into play.

The goal is simple: conversion.

Your website should make it easy for visitors to take the next step — whether it’s requesting a quote or scheduling a consultation. It’s like having a built-in sales funnel that naturally guides people toward choosing your business without feeling pushy.

So, when we say we’re building a website that converts, we’re not just talking about looks. We’re talking about a powerful tool designed to turn visitors into real leads.

Another big piece that your website helps you with is getting you to rank on Google and help you get found in the search engines.

According to a study by WhiteSpark, the website is a crucial piece of the puzzle and it amounts to 30% of your local rankings and 62% of your search engine result rankings.

In the image below, you can see two key parts of how Google ranks businesses in local searches.

The first is the Local Pack, which is the box that appears with a map and a few local businesses when someone searches for a service, like “kitchen remodeler near me.” It’s the first thing people see when they search for businesses locally.

The second part is Local Organic, which are the regular search results that appear below the map and business listings.

Now, for your business to show up in these places, Google looks at a few things. One of the most important factors is your on-page signals. This means how well your website is put together—things like your content, keywords, and the overall setup of your site.

Basically, it’s making sure your website clearly explains what services you offer so Google knows to rank it higher.

This image shows how important your website is in getting found online.

The better your website content is, the more likely you are to appear at the top of both the Local Pack and regular search results.

This makes it easier for homeowners to find and choose your business.

Top Results In Less Than A Year

In January 2023, Crush Excavation was like a needle in a haystack on Google searches for excavating contractors in Charles’ area. But by December 2023, Charles’s business was consistently showing up in the top three search results across most of his service areas.

Visibility is everything in today’s digital world. Most people rarely look past the first few search results when searching for a service. If your business isn’t appearing at the top, it’s as good as invisible.

SEO usually takes time, especially for a brand-new website like Crush Excavation’s, but we know how to make things happen faster.

What We Did Behind the Scenes	Result He Got
Made sure the Google Business Profile reflected the business and its services.	Increased visibility in local searches, making his business easier to find.
Used words people search for in his business description.	Placed his business in front of customers actively searching for his services.
Optimized the website for local search by including location-based keywords.	Attracted local homeowners ready to hire a contractor in his area.
Listed his business on key websites and local review platforms.	Made sure his business is found wherever potential customers are looking.
Checked how his business was performing regularly and made improvements.	Maintains a solid position in Google’s top search results.

Imagine what your business would look like with this level of visibility. More eyes on your services mean more calls from customers ready to hire, more jobs to fill your schedule, and more steady revenue in your pocket.

All it takes is the decision to get started.

Top 3 Excavating Contractors in His Area

Think of the local map pack as the lineup of contractors waiting to get picked for the big job. It’s that special section at the top of Google search results where a few local businesses are showcased on the map, complete with their contact details.

Getting Crush Excavation to the second spot in the local map pack meant moving them from the back of the line to standing shoulder-to-shoulder with the top players.

For Crush Excavation, this shift to the top spot meant going from barely getting noticed to becoming the contractor everyone was calling. It turned the trickle of leads into a steady stream, filling their schedule with high-quality jobs and boosting their revenue.

Think of what that could mean for your business: consistently getting better leads and having the phone ring with customers ready to hire you. You can grow faster and more predictably by securing a prime spot in the local map pack.

We make this happen by putting in place a strategy that’s tailored to your business and optimizing your online presence to make sure you’re seen by the right people, at the right time.

With our data-driven strategies and solutions, you’ll be the first name they see — and the first one they call.

Key Takeaways

Building a successful contracting business that allows you to transition from an employee to an independent business owner is not a far-fetched dream. Charles is getting really close to his dream, so it’s possible for you too.

Today:

As for the next steps, Charles plans to transition from his job and go all-in on his business. He’s moving from a contracting business that made $0 in 2022 to aiming for at least $500k by 2025.

Become one of the top 10 contractors in your area.