Case study · Paving contractor · Prince George, BC
Epic Pavement: page one in Prince George and jobs over $10,000.
Dennis Kuebler’s paving company had a website that looked unfinished, ranked for almost nothing and tracked nothing. Two months of billed work later it holds first-page positions for its core services, and ready-to-hire customers send requests through the site. Several have booked, some of them over $10,000.
Page one
For its core services, in two months of billed work.
$10,000+
Some of the jobs booked from requests through the website.
Scope: website redesign · on-page and off-page SEO · Google Business Profile optimization · local SEO
01 / The client
A proven paving contractor, almost invisible on Google.
Epic Pavement is a paving and asphalt maintenance contractor in Prince George, BC, founded and run by Dennis Kuebler. It handles parking lot line painting and cleaning, asphalt repair, crack filling and snow removal for commercial and residential customers across Central and Northern BC.
Northern BC gives a paving contractor one short season to win the year. If the website isn’t pulling its weight when that season opens, the year starts behind.
02 / The starting point
Dennis had a website. It wasn’t doing its job.
When I ran the first technical audit in March 2026, the site returned 221 issues across four levels of priority and, more important, no measurement of any kind.
22
High priority
Issues capping everything downstream
Missing meta description tag
19
Missing H1 heading
2
Duplicate title tags
1
The ones Google reads first, and the quickest to fix.
138
Medium priority
Structure and on-page problems
Thin or duplicated page content
61
Image and asset issues
44
Heading order and internal links
33
Grouped from the March 2026 audit. Normal volume for an unfinished site.
22
Low priority
Housekeeping worth clearing
Redirect chains and loose links
12
Markup and validation warnings
10
Small one by one, but they add up on a small site.
39
Information
Notes and confirmations
Crawl and indexing notices
24
Configuration observations
15
Not defects: context that set the order of the work.
What that cost the business
- No measurement. No Google Search Console, no Analytics. Nobody could tell what was working, because nothing was being tracked at all.
- Missing from the searches that book work. A search for “asphalt repair prince george” turned up nothing from Epic Pavement.
- The work was buried. The home page opened with a broad statement instead of the services, the area covered and the next step.
- High-value services had no pages. Line painting, crack filling and snow removal had nowhere to rank.
- Thin coverage of the region. One service area in practice, in a region with several towns worth serving.
- No properly set up Google Business Profile. The single biggest lever for showing up on the map, unused.
The bottom line
A real company doing quality work, presented online like a placeholder. Customers couldn’t find it, and when they did, the site gave them little reason to call.
03 / The approach
Foundation first, then expansion. Five stages, in order.
Fix what Google reads first, then give every service and every town its own page, then keep it growing. Each stage was built on the one before it.
- 01 · ResearchCompetitor overviewMapped the searches that book paving work, the local competitors and what Google showed for each, so the priority list was earned, not guessed.
- 02 · AuditFull site reviewTechnical audit and measurement: a Squarespace, PageSpeed and Business Profile check to find every leak.
- 03 · FoundationCore SEO fixesTitles, meta descriptions, headings, page structure, redirects and internal links, plus structured data so Google could read the business clearly.
- 04 · ExpansionService and location pagesRebuilt the flat site’s pages and gave each high-value service and each town its own page, so there was a page that could compete in each one.
- 05 · GrowthOngoing workGoogle Business Profile work, structured data, content and a measurement loop: the part that keeps building after the paving season.
04 / What I built
Rebuilt to get found, earn trust and turn visits into quote requests.
Six pieces of work, each aimed at the same thing: a customer who searches for paving in Prince George finds Epic Pavement and asks for a quote. This build was on Squarespace. New HiVis Launch sites are native WordPress, opened in your name.
01
A website that matched the business
I rebuilt the unfinished pages with clear service descriptions, a proper structure, real project photos, named testimonials and the logos of clients people recognize. Epic Pavement finally looked online like the established contractor it already was on the job.
02
A clear path to asking for a quote
I reworked the contact form and the home page, made the calls to action plain and gave the pages one consistent structure. A customer landing on the site could see what to do next instead of guessing.
03
A page for every high-value service
Instead of one generic page trying to rank for everything, I rebuilt the pages behind the services customers actually search for: line painting, asphalt repair, crack filling, parking lot cleaning and snow removal, each with a direct next step.
04
Reach beyond Prince George
I built service and location pages for markets across Central and Northern BC, backed by pages showing completed projects. Google now had the right page to show for each service in each town, instead of one generic site competing everywhere.
05
A clean foundation Google can read
I fixed the titles, meta descriptions, headings, broken links, redirects, images and page structure, and added structured data that spells out the business, its services and the areas it serves.
06
Measurement from first click to enquiry
I connected Google Analytics, Search Console and Microsoft Clarity, so searches, visits and what visitors did on the site could finally be measured. Decisions came from real searches and real customer actions, not guesses.
05 / The results
Requests from ready-to-hire customers. Booked jobs over $10,000.
Paving in Northern BC runs on spring and summer work, and that is where the results landed. Search became the website’s biggest source of requests, ready-to-hire customers started asking for quotes, and several of those requests became booked jobs, some of them over $10,000. More near-term jobs were in the works on top of those.
$10,000+
Some of the jobs booked from website requests.
Page one
First-page positions for its core services.
Under $3,000
The whole investment. One job over $10,000 covers it more than three times.
Page one for the searches that book paving work
These are the searches a paving customer actually types, in Prince George and along the corridor. All three now sit inside the top three results on average.
Search
Times shown
Avg. position
asphalt repairs prince george
615
1.8
asphalt paving vanderhoof
517
2.4
asphalt repairs quesnel
516
2.5
Source: Google Search Console, measured after the work. “Times shown” is how often Google showed the site for that search.
Before: March 2026
After the work: page one
In the client’s words
“I’m very happy with the results. I’ve been getting a lot of requests through the website, and have landed a few jobs, some of them over $10,000.”
Dennis Kuebler, owner-operator, Epic Pavement, Prince George, BC
07 / Supporting data
The visits behind the requests.
Visits are not the result. The booked jobs are. But the numbers show where the requests came from, and they line up with the season: May 2026 was the busiest month in the site’s history, and the website went into the 2026 paving season with more visitors than ever before.
Visits overall
3x more
Engagement
44% stronger
All visits, May 2025 May 2026
About 107 311
Visits from Search, May 2025 May 2026
40 115
Visits from Search, May and June, 2025 2026
68 230
May visits were about 2.9 times the year before, overall and from Search alone. Across May and June, visits from Search were about 3.4 times the year before.
735 visits from Search between February 2024 and June 2026, from Google Search Console. Work started in March 2026.
Your turn
Send me your Google profile link.
If you’re missing from the searches that should be feeding your season, I’ll tell you in two lines whether I can help, and whether your trade in your town is still open. Same day, from me.
These are one client’s numbers, not a promise. Your market, your competition, your cost and your starting point will differ. I don’t promise rankings: the work is month to month, and you can leave with 30 days’ written notice and keep everything in your name.