Case Study
We Clean Lakes and Ponds
How a small business outranked a national brand and landed a multi-six-figure contract
An aquatic services business that came to me with zero website traffic, zero leads, and a Squarespace site that wasn't working. Today they hold the top two positions on Google for their area, appear in AI Overviews, and landed a contract that changed the trajectory of the business.
1,275%
Increase in site traffic
2,000%
Increase in qualified leads
#1 & #2
SERP positions for primary keyword
✦ Featured
in Google AI Overviews
About the Business
We Clean Lakes and Ponds
We Clean Lakes and Ponds is an aquatic services company specializing in lake and pond cleaning, aquatic weed removal, and water quality management. Keith started the business with a dream of eventually quitting his full-time job and soely working for himself. He quickly learned that doing a good jobs wasn't enough. He needed to be visible to the people who looking for his services.
The aquatic services industry is a niche market with national players, well-funded competitors, and established brands that have invested heavily in their online presence. For a smaller operation to compete, the SEO strategy had to be precise, targeted, and built for the long haul.
"I am very happy with everything and I highly recommend working with Amanda."
— Keith R., We Clean Lakes and Ponds
Industry
Aquatic
Services
Services
Web Design
Local SEO
GBP Management
Goals
Generate leads
Rank on page one
Build local authority
Timeline
4-week build
Ongoing SEO & GBP management
Ongoing website maintenance
The Challenge
Two compounding problems that needed solving at once.
Challenge 01
A Squarespace site generating zero leads
When Keith first came to me, he already had a website on Squarespace. But as he described it, it was pointless. No one visited it. No leads ever came through it. The site had no SEO strategy behind it, no local optimization, and no structure designed to convert visitors into inquiries.
Challenge 02
Competing against national brands with deeper pockets
The aquatic services market is not just competitive locally. Companies like SOLitude Lake Management have significant marketing budgets, established domain authority, and teams dedicated to their online presence. For We Clean Lakes and Ponds to win search results against competitors like that, the strategy could not be generic. It had to be smarter, more targeted, more locally authoritative, and more precisely aligned with the actual queries Keith's ideal customers were searching for.
The Approach
Four things that moved the needle.
01
A website built for both search and building trust
The foundation was a complete website rebuild designed to communicate Keith's expertise clearly and structured to rank for the specific aquatic service queries his customers were searching. Every service page was built around high-intent local and regional keywords, with content written to answer the exact questions a potential customer would have before picking up the phone.
02
Google Business Profile optimization
The GBP was fully optimized to support local visibility and map pack rankings. For a service business where geography matters, GBP optimization is one of the highest-leverage activities in the entire strategy.
03
Local SEO strategy
The keyword and content strategy was built to capture both local searches and broader regional queries in the aquatic services niche. This dual approach, combining local authority with niche topic authority, is what ultimately allowed We Clean Lakes and Ponds to outrank national competitors for competitive terms in his area.
04
Ongoing SEO and content marketing
After launch, consistent monthly SEO work including on-page optimization, content updates, and backlink outreach built the kind of compounding authority that allows a smaller business to eventually outrank a much larger one. Rankings do not happen overnight, but they do happen when the strategy is sound and the work is consistent.
See the difference
A website that finally works as hard as the business behind it.
The original Squarespace site had no SEO foundation, no local targeting, and no clear path for a visitor to learn more. The rebuild is structured around the specific queries Keith's customers are searching, with content that builds authority in a niche market and a clear path designed to turn a visitor into an inquiry.
Before
After
The Results
The strategy delivered.
1,275%
Increase in monthly website traffic
From a starting point of essentially zero organic traffic on a neglected Squarespace site, the rebuilt site drove a 1,275% increase in traffic. These are not random visitors. They are people actively searching for aquatic weed removal services who are finding We Clean Lakes and Ponds first.
2,000%
Increase in qualified leads
Before working together Keith had almost no leads coming through his website. The 2,000% increase in qualified leads represents a fundamental shift in how the business grows. People are finding the site, trusting what they see, and reaching out.
# 1 & #2
Position on Google for primary keyword
We Clean Lakes and Ponds holds the top two organic positions on Google for their primary keyword.
Outranking
A national competitor
We Clean Lakes and Ponds outranks SOLitude Lake Management, a national organization with a significantly larger footprint, marketing budget, and domain authority, for competitive search terms including "lake weed removal Dallas TX." A smaller, specialized operation outranking a national brand on their own terms is the direct result of a more precise, more targeted SEO strategy.
$ Six-Figure
Contract landed in the first 6 months
Within just six months of launch, the combination of a high-quality new site and properly optimized content produced results faster than typical. More form submissions than ever before, and a long-term six figure annual contract added to his revenue.
Google AI Overviews
We Clean Lakes and Ponds now appears in Google AI Overviews, positioning them at the very front of the search experience before a visitor even clicks a result.
✦ Featured in Google AI Overviews
★★★★★
When I first started working with Amanda, I already had a website with Squarespace, but I thought it was pointless because I never got any leads from it, and no one ever visited the site. She designed a great-looking site that is getting me more leads than I had hoped for in the first year. She handles it all, and the process was very easy on my end. I get reports and updates on how things are looking and she is very proactive about making tweaks and changes to generate more traffic to the site. I am very happy with everything and I highly recommend working with Amanda.
— Keith R., We Clean Lakes and Ponds
sTAY IN THE LOOP
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