Dettmann Media

Client: Five Star Complete Asphalt Service
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

Challenge:

Five Star Complete Asphalt Services wanted to increase its visibility on Google to attract more local homeowners and property managers searching for asphalt repair, sealcoating, and crack filling services.

While the company had a solid reputation offline, its online reach was inconsistent. Seasonal demand fluctuations also made it difficult to measure what was truly working. Dettmann Media’s goal was to create a clear analytics setup and improve SEO quality — not just traffic volume — through smarter targeting and data-driven content decisions.

The Strategy

Dettmann Media began by connecting Google Analytics 4 (GA4) and Google Search Console (GSC) to give a clear picture of how users found and engaged with the site.

Once the data foundation was set, we implemented several optimization steps:

• Improved meta titles and descriptions for top service pages (Crack Filling, Sealcoating, Asphalt Repair) to emphasize local search intent.
• Updated website schema and NAP consistency across the site to strengthen local signals.
• Created and optimized blog posts focused on homeowner education — topics such as “How Water Damages Asphalt Driveways” and “Sealcoating Maintenance Tips.”
• Built a Looker Studio dashboard to monitor key metrics: impressions, clicks, average position, and CTR over time.

This combination of technical SEO, content alignment, and performance reporting helped Five Star Asphalt focus on search terms that actually drive leads.

The Results

Even as search demand naturally tapered heading into fall, performance metrics showed significant improvement in quality and engagement.

• Impressions > -37% (Q3 vs Q2 2025) > Seasonal decline in total search volume, but more focused visibility
• Clicks > +108% > Stronger relevance and keyword targeting
• Click-Through Rate (CTR) > +230% > Highly improved meta titles and local search resonance
• Average Position > -18.8% > Expanded keyword coverage; newer rankings emerging

Key Insights

• Higher CTR with lower impressions means Google is showing Five Star’s site to a more qualified audience.
• The homepage and core service pages now dominate for top-intent searches like driveway repair near me and crack filling services in West Haven.
• Seasonal demand softened in September, but organic clicks doubled — showing better traffic quality and conversion potential.

“We saw fewer overall impressions but far more clicks — which tells us Google is connecting us with the right people, not just more people.”

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.

Client: Mueller Sports Medicine
Role: Freelance Marketing Consultant (Dettmann Media)
Focus: Google Analytics 4 (GA4) + Google Tag Manager (GTM) Setup, Cleanup & Optimization

Challenge:

• The company’s GA4 setup was incomplete and unreliable, with frequent gaps such as “(not set)” search terms, missing coupon tracking, and broken funnel reporting.
• Marketing leadership lacked visibility into what campaigns and customer actions were driving conversions.
• GTM containers had accumulated clutter and outdated tags, increasing the risk of publishing errors.

Solution:

• Architected a clean GA4 + GTM framework to capture the full e-commerce journey (site search → product view → add to cart → checkout → purchase).
• Engineered custom JavaScript variables & Data Layer integrations to fill tracking gaps and ensure clean, reliable parameters.
• Implemented new event tracking for:
• Coupon application (success/error)
• Cart quantity changes & empty cart actions
• Checkout login vs. guest flow
• Streamlined GTM container, removing unnecessary tags/triggers to reduce clutter and ensure stability.
• Validated accuracy through GTM Preview/Debug and GA4 real-time reporting before publishing.

Results & Impact:

• Delivered decision-ready data that executives could trust to answer business questions such as:
  • Which coupon codes drive conversions?
  • Where do customers abandon the checkout flow?
  • What search terms lead to purchases?
• Enabled marketing team to track ROI of promotions in real time.
• Reduced noise and errors in GA4 reporting, giving leadership a clear lens into customer behavior.
• Positioned the company to scale campaigns with confidence, knowing their analytics foundation was accurate.

Key Value:

• Bridge marketing and technical analytics — translating business needs into GTM/GA4 solutions.
• Turn messy setups into actionable insights.
• Leverage AI tools for faster debugging and code prototyping while maintaining expert oversight.