The Challenge
Just Right Services, a family-owned plumbing, heating, cooling, radiant heating, and gas company based in Melrose, Massachusetts, did not have an existing website. While they were working with a branding agency on a new logo, color palette, vehicle wraps, and marketing materials, they were unhappy with the agency’s website work and needed a partner who understood the home services and construction industry.
As a growing, high-end service provider in a competitive Greater Boston market, Just Right needed a professional digital presence that would attract the right type of customer, support local search visibility, build trust, and showcase the quality of their work. Without a website, they had no centralized platform for services, reviews, recruiting, or project history, and no way to leverage SEO to drive inbound leads.
The Goal
- Target high-end residential customers in Middlesex County and Greater Boston
- Clearly communicate services and technical expertise
- Build trust through reviews, certifications, and brand partnerships
- Support ongoing recruiting with a dedicated careers page
- Showcase completed projects with individual write-ups for long-term SEO growth
The Result
Masthead Technology delivered a custom WordPress website built specifically for lead generation, local SEO, and long-term scalability within the home services market.
Highlights include:
Custom Website Design & Build – Designed and developed a modern, responsive website aligned with Just Right’s new branding. The layout emphasizes clarity, professionalism, and ease of navigation across desktop and mobile.
Local SEO Strategy – Structured the site to target high-intent local keywords across plumbing, heating, cooling, radiant heating, and gas services throughout Melrose, Middlesex County, and surrounding Greater Boston communities.
Service Pages & Trust Signals – Built dedicated service pages supported by customer reviews, manufacturer and product trust icons, and clear calls to action to increase conversion rates.
Project Portfolio System – Developed a custom post type for project case studies, allowing Just Right to publish individual project write-ups with locations, services provided, and photo galleries. This structure adds significant SEO value and supports long-term local search visibility.
Careers Page & Application Form – Launched a dedicated careers page with an online application form to support ongoing hiring and streamline recruitment.
Performance & Conversion Focus – Optimized site structure, content hierarchy, and CTAs to encourage form submissions and inbound calls from qualified homeowners.
Measurable Business Impact – Within the first three months post-launch, inbound form submissions through the new website directly generated over $250,000 in new business.
Since launch, Just Right Services continues to send new projects monthly to be added to their portfolio, further strengthening their local SEO footprint and improving search rankings over time.