5X more monthly leads in 13 months
A new, SEO-first website turned H&S Fireplaces' online presence into a passive lead engine — from virtually no Google presence to 68 organic keywords and 161 quote requests, with no ongoing SEO campaigns.
organic keywords
quote requests / month
total leads in 13 months
The storyAbout H&S Fireplaces
H&S Fireplaces is a father-and-son business serving St. Catharines, Niagara Falls, Welland, Fort Erie, and the surrounding Niagara region. They install and repair gas and wood fireplaces, perform WETT-certified safety inspections, and install TSSA-licensed gas lines for BBQs, pool heaters, and garage heaters.
The challenge
As a small, hands-on trades business, the team spends all their time in the field, which means no time to manage a website. They needed their site to act as a passive lead-generation engine.
The catch was competing with larger, established regional hearth and heating companies. To stand out, the new site had to be well-optimized from the start so it could rank and secure local quote requests without any ongoing maintenance.
The solutionAn SEO-first website, built from the ground up
In October 2024, Mango Media built H&S Fireplaces a new website with SEO built into the foundation:
- Dedicated service pages for gas fireplaces, wood fireplaces, and gas line installations.
- Copy targeting the exact search terms local homeowners use when they are ready to call.
- A clear site structure and internal links so Google can easily find, understand, and rank the pages.
- Technical SEO essentials, including fast loading speeds, a mobile-friendly layout, clean heading structures, and optimized metadata.
- Prominent quote request forms on every page to make contacting the team as easy as possible.
The resultsKeyword visibility: from 0 to 68
Before the redesign, H&S Fireplaces had virtually no presence on Google. After launch, the site steadily gained traction, peaking at 68 organic keywords, including 8 competitive terms landing on page 1.
Note: While keyword rankings saw a natural stabilization in spring 2026 after their initial peak, the site continues to rank for significantly more high-value terms than it did before launch, without a single update, new page, or backlink campaign.
Quote requests: from 7 to 34 per month
In the first year, as organic search visibility grew, so did website inquiries. Monthly quote requests climbed from single digits in early 2025 to a peak of 34 submissions in October 2025.
Average monthly inquiries by quarter
Average monthly inquiries in Q4 2025 were about 5x higher than in Q1. Over the 13 months tracked, the site generated 161 quote requests, with the strongest months arriving nearly a year after launch.
total quote requests, Dec 2024 – Dec 2025
quote requests in the highest month, October 2025
growth in average monthly quote requests, Q1 to Q4 2025
Measuring the return on investment
Services like fireplace installations, gas line runs, and WETT safety inspections represent significant revenue. Because the 161 quote requests came from local homeowners actively searching for these services, they were highly qualified leads. Closing even a small fraction of them more than covers the one-time cost of building and optimizing the website.
By making a single investment, H&S Fireplaces secured a permanent source of high-value work, and every lead that comes in today is entirely free.
Why it mattersBuild it right, and search becomes a self-sustaining asset
Building momentum
With a solid foundation, Google gradually learns to trust your site over time. The best results for H&S appeared 10 to 12 months after launch.
High-quality conversions
By targeting highly specific local searches, like “WETT inspections Niagara”, the site brings in ready-to-hire local customers.
Long-term performance
The site continues ranking and generating inquiries without ongoing SEO campaigns, new content, or link building.
A solid foundation is the best investment a small service business can make. Once your website is set up, it quietly works for you in the background, freeing you to focus on daily operations.
“Mango Media built a website that does the work for us. Now we regularly get emails from local homeowners asking for quotes while we're out in the field.”
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