How a Tree Service Website Redesign Doubled Organic Google Clicks
Anderson Tree Service had an outdated website that was hard to use on phones and hard to update. Routeless rebuilt it for mobile visitors, added local service and location pages, and made it easier to publish real project work.
- +111% Google Search clicks: 40, up from 19 Last 28 days vs. previous 28 days, October 2026 · Google Search Console
- 2.8% of people who saw the site in Google clicked, up from 1.3% Same two 28-day periods · Google Search Console
- 11.6 average Google position, improved from 14.6 Same two 28-day periods · Google Search Console
- Dozens customer inquiries through the website Since launch · Client-reported
Problems with the previous website
Anderson Tree Service's previous website was dated, difficult to use on mobile, and difficult to update through its prior development arrangement. It wasn't giving visitors an easy way to see current services and completed jobs.
Mobile rebuild and local service pages
We redesigned the site for mobile use and clear quote requests, then added roughly a dozen service and service-area pages so each service and each part of the area Anderson covers has a page of its own.
Scope
- Service and trust pages that show the license number and insurance
- The no-property-damage guarantee
- Real photos from real job sites
- A quote request or phone call path on every page
- Local SEO structure and a blog for search
Publishing project videos
The site has room for real job case studies, and the business can add its TikTok videos to show projects in action. The previous development arrangement made that kind of update difficult.
Search results across two 28-day periods
Following the launch of additional service pages, location pages, and project stories, Google Search clicks rose from 19 to 40 in consecutive 28-day periods. CTR rose from 1.3% to 2.8%, and average position improved from 14.6 to 11.6. Impressions stayed roughly flat over the same periods, at about 1,450 vs. 1,480.
The website has also generated dozens of customer inquiries. These are early comparative results and do not prove which individual change caused the increase.
- +111% Google Search clicks: 40, up from 19. Last 28 days vs. previous 28 days, October 2026. Source: Google Search Console. An early comparison of two consecutive periods, not a projection.
- 2.8% of people who saw the site in Google clicked, up from 1.3%. Same two 28-day periods. Source: Google Search Console.
- 11.6 average Google position, improved from 14.6. Same two 28-day periods. Source: Google Search Console. A sitewide average across all searches, not one keyword. Impressions were roughly flat: about 1,450 vs. 1,480.
- Dozens customer inquiries through the website. Since launch. Source: Client-reported. Leads, not booked jobs, and not necessarily all from organic search.
Led by Eric Provencio, founder of Routeless, who previously held data and engineering roles at Nike, Gopuff, Peloton, Hulu, and Disney.
Related research: State of Small Business Websites 2026.