Clicks double = more qualified visitors to website
Five Star Complete Asphalt Services wanted to improve its visibility in Google Search and attract more local homeowners and property managers.
While the company had strong word-of-mouth referrals, its online presence wasn’t consistently reaching local customers searching for driveway repair, asphalt sealing, and crack filling. Seasonal fluctuations also made performance hard to measure.
Dettmann Media’s goal was to improve search visibility and lead generation using a data-driven SEO strategy focused on quality traffic over raw volume.
Client Overview
Client: Five Star Complete Asphalt Services
Industry: Construction / Asphalt & Driveway Services
Location: West Haven, Connecticut
Project Period: Q3 2025 (July–September)
Services: SEO Optimization, GA4 + Google Search Console Integration, Local SEO
The Strategy
We started by setting up a complete data foundation using Google Analytics 4 (GA4) and Google Search Console (GSC) to accurately track visibility, clicks, and engagement.
Once the tracking was in place, we focused on optimization steps that would deliver measurable results:
- Improved meta titles and descriptions for all service pages to better target local search intent.
- Added consistent NAP (Name, Address, Phone) details across the site and enhanced LocalBusiness schema for better map and local pack visibility.
- Refreshed on-page copy and blog content to target seasonal homeowner concerns such as “asphalt repair before winter” and “how to stop driveway cracks.”
- Built a Looker Studio dashboard integrating GA4 and GSC data to monitor performance trends in real time.
The Results
Despite a 37% drop in total search impressions due to seasonal patterns, the quality of traffic improved dramatically.
| Metric | Change (Q3 v Q2 2025) | Insight |
|---|---|---|
| Impressions | -37% | Seasonal drop in search activity, but refined visibility |
| Clicks | +108% | More quality visitors landing on the site |
| Click-Through Rate (CTR) | +230% | Stronger relevance and more compelling search listings |
| Average Position | -18.8% | Broader keyword coverage and new rankings forming |
Key Insights:
- The website appeared in fewer searches overall but for more relevant, high-intent keywords.
- The homepage and service pages for Crack Filling and Sealcoating became top performers.
- Despite lower seasonal demand, the site maintained momentum with higher CTR and more leads.
The Takeaway
This project proved that SEO isn’t about chasing large numbers. It’s about connecting with the right audience. By refining content, improving technical structure, and focusing on local keyword intent, Five Star Asphalt attracted better-quality visitors ready to take action.
Even as overall search volume dropped heading into fall, the business saw double the clicks and triple the engagement rate, positioning it for long-term growth heading into 2026.
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