CS — CASE STUDY
Cutting Edge Homes
Cutting Edge Homes — a California custom modular home builder with more than twenty years of delivery behind it — had demand reaching it, but nothing behind the website was built to capture it. In the quarter before the engagement, the site produced 13 tracked conversions. Paid traffic had no dedicated pages to land on, and inquiries lived in inboxes instead of a pipeline.
APPROACH
We rebuilt the machine end to end and sequenced it deliberately: Google Ads rebuilt and relaunched in June 2025, the new website live in August 2025, paid strategy recalibrated for lead quality in January 2026, and the SEO programme launched in April 2026 — with landing pages, email sequences, and CRM setup wired underneath from the start.
Results
13 → 226
Tracked conversions per quarter (GA4 key events) · Mar–May 2025 vs Feb–Apr 2026
17×
Increase in lead-generating actions · quarter vs quarter, one year apart
4,122 → 14,391
Organic search users per quarter · first quarter after the Apr 2026 SEO launch
The challenge
Cutting Edge Homes came to us with the problem we see most often: demand existed, but nothing behind the website was built to capture it. In the quarter before the engagement (March–May 2025), the site produced 13 tracked conversions — for a custom modular builder with twenty-plus years of projects behind it. The site gave serious buyers no clear next step, paid traffic landed on the homepage instead of pages built to convert, and follow-up depended on whoever saw the email first.
Buying a custom home is a long, high-stakes decision. Buyers research for months before they contact anyone. A builder in that market can’t afford a website that leaks trust, or a follow-up process that runs on memory.
What we built
We treated this as a system build, not a website project — and the sequencing mattered as much as the parts.
- June 2025 — Google Ads rebuilt and relaunched, mapped to dedicated landing pages instead of the homepage
- August 2025 — the new website went live, structured around how custom-home buyers actually vet a builder
- Email sequences and CRM setup underneath, so every inquiry entered a pipeline instead of an inbox
- Conversion tracking across the funnel, so spend was judged on tracked conversions rather than clicks
- January 2026 — paid strategy recalibrated from volume to qualified lead quality
- April 2026 — SEO programme launched to layer compounding organic growth on top
The outcome
The numbers below are from the client’s GA4 property — key events, quarter against quarter — comparing March–May 2025 (pre-engagement) with February–April 2026.
- 13 → 226 tracked conversions per quarter — a 17× increase in lead-generating actions
- Organic search users 4,122 → 14,391 per quarter (3.5×) in the first quarter after the site rebuild and the April 2026 SEO programme launch
- The 2026 paid strategy shift traded raw volume for qualified lead quality — fewer wasted conversations, better pipeline
These are single-engagement results, reported as measured. They aren’t averages, and we don’t present them as a promise — they show what happens when trust, conversion, and follow-up are rebuilt as one system.
EXHIBITS — LIVE PAGES
